Sports drinks was negatively impacted by the closure of sporting facilities in Estonia in 2020 and the reduction in organised sports in general during lockdown. In addition, sports drinks are not regarded as a necessary feature of sporting activity, and many Estonians opt for regular mineral water to rehydrate instead: its natural profile appeals to health-conscious consumers eager to cut down on their sugar intake as the link between obesity and immunity becomes clear.
A Le Coq AS continued to dominate sports drinks in Estonia in 2020, although the company lost a very small amount of share to its rivals Apricot OÜ and Jungent Estonia OÜ. A Le Coq maintains consumer interest by regularly updating its range of Arctic Sports brands and heavily investing in marketing and PR campaigns.
Despite the challenges facing sporting activities in 2020, jogging became one of the few outdoor sports that increased during lockdown, and this led to some demand for various types of isotonic sports drinks. Moreover, greater numbers of consumers wary of shopping in public places during the COVID-19 pandemic opted to purchase sports drinks online, and e-commerce sales in sports drinks increased at the expense of store-based retailing as digital platforms became more user friendly.
Increasingly hot summers bode well for sales of sports drinks, as consumers often rehydrate with isotonic drinks in addition to bottled water. If temperatures during the summer months continue to climb in the coming years, it is likely that manufacturers and retailers will further develop and promote isotonic drinks as good for general rehydration, rather than just for sports recovery.
Sports drinks in Estonia is still a developing category, which explains its strong value and volume growth across the review period. This growth is largely driven by the increasing number of people regularly participating in sports, a trend that is likely to accelerate from 2021 onwards as sporting facilities reopen and organised sporting events resume.
Despite a positive outlook for sports drinks in Estonia, sales will nevertheless continue to be limited by functional bottled water, which is often equated with sports drinks in terms of its rehydration and health benefits. For example, the Vitamineral brand from A Le Coq and Vitamin Well from distributer GKR Trade OÜ provide functional bottled water with benefits similar to those of sports drinks.
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Understand the latest market trends and future growth opportunities for the Sports Drinks industry in Estonia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This report originates from Passport, our Sports Drinks research and analysis database.
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