Executive Summary

Nov 2019
PROSPECTS
Growth will be driven by flavour, with Estonians preferring traditional soup

Soup experienced good sales growth in 2019, although there was only marginal retail volume growth. Over the forecast period, growth for soup will primary be driven by inflation and product development.

Russian, German and Swedish flavours boost value sales of soup in Estonia

Soup is dominated by shelf-stable, Russian-style dishes, such as solyanka and borsch. Made from meat, fish, potatoes and vegetables, solyanka is a spicy and sour soup that has a thick texture.

Soup competes with ready meals as both appeal to the growing time-poor consumer

Soup competes directly with ready meals, as both are a quick, convenient options that appeal to the growing amount of time-poor consumers in Estonia. Soup consumption remains a low-cost alternative to ready meals.

COMPETITIVE LANDSCAPE
Longstanding local player Salvest SA continues to lead soup, benefiting from a trusted reputation among consumers

Salvest remained the leading company in soup in value terms in 2019. The player has a longstanding presence in soup and enjoys a trusted reputation among consumers.

Consumers’ rising interest in health and wellness will shape new product development

Increasing health awareness among Estonians will continue to shape the development of soup over the forecast period. In particular, this trend will lead players to reduce the levels of salt and fat in their offerings.

International players experiment with new varieties of instant and dehydrated soup

Large, global players such as Knorr and Blå Band have been experimenting heavily with new styles of instant soup and dehydrated soup. These products are both popular due to their low cost and convenience, being easy to store, and quick and easy to prepare.

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Soup in Estonia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Soup industry in Estonia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Soup industry in Estonia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Soup in Estonia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Soup in Estonia?
  • What are the major brands in Estonia?
  • Will retail sales suffer as economic prospects improve and consumers move back to eating out rather than eating at home?
  • Are consumers moving from traditionally canned and dehydrated variants to more innovative chilled, frozen and UHT formats?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Packaged Food market research database.

Soup in Estonia - Category analysis

HEADLINES

PROSPECTS

Growth will be driven by flavour, with Estonians preferring traditional soup
Russian, German and Swedish flavours boost value sales of soup in Estonia
Soup competes with ready meals as both appeal to the growing time-poor consumer

COMPETITIVE LANDSCAPE

Longstanding local player Salvest SA continues to lead soup, benefiting from a trusted reputation among consumers
Consumers’ rising interest in health and wellness will shape new product development
International players experiment with new varieties of instant and dehydrated soup

CATEGORY DATA

Table 1 Sales of Soup by Category: Volume 2014-2019
Table 2 Sales of Soup by Category: Value 2014-2019
Table 3 Sales of Soup by Category: % Volume Growth 2014-2019
Table 4 Sales of Soup by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Soup: % Value 2015-2019
Table 6 LBN Brand Shares of Soup: % Value 2016-2019
Table 7 Distribution of Soup by Format: % Value 2014-2019
Table 8 Forecast Sales of Soup by Category: Volume 2019-2024
Table 9 Forecast Sales of Soup by Category: Value 2019-2024
Table 10 Forecast Sales of Soup by Category: % Volume Growth 2019-2024
Table 11 Forecast Sales of Soup by Category: % Value Growth 2019-2024

Packaged Food in Estonia - Industry Overview

EXECUTIVE SUMMARY

Increase in living standards supports the development of packaged food
Increased consumer purchasing power supports manufacturers
Successful players follow the trends
Competition remains intense among grocery chains
Positive outlook for the economy to support sales

FOODSERVICE

Sales to Foodservice
Changes in consumer habits also impact foodservice suppliers
Sanitex and Kaupmees continue to lead
Importance of the as-cheap-as-possible strategy diminishes
Category Data
Table 12 Foodservice Sales of Packaged Food by Category: Volume 2013-2018
Table 13 Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 14 Forecast Foodservice Sales of Packaged Food by Category: Volume 2018-2023
Table 15 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2018-2023

MARKET DATA

Table 16 Sales of Packaged Food by Category: Volume 2013-2018
Table 17 Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 18 Sales of Packaged Food by Category: % Value Growth 2013-2018
Table 19 GBO Company Shares of Packaged Food: % Value 2014-2018
Table 20 NBO Company Shares of Packaged Food: % Value 2014-2018
Table 21 LBN Brand Shares of Packaged Food: % Value 2015-2018
Table 22 Penetration of Private Label by Category: % Value 2013-2018
Table 23 Distribution of Packaged Food by Format: % Value 2013-2018
Table 24 Distribution of Packaged Food by Format and Category: % Value 2018
Table 25 Forecast Sales of Packaged Food by Category: Volume 2018-2023
Table 26 Forecast Sales of Packaged Food by Category: Value 2018-2023
Table 27 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 28 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources