Executive Summary

Mar 2019
PROSPECTS
Functional bottled water poses serious competition

Sports drinks in Estonia is seeing serious competition from functional bottled water, as the latter are often equated with sports drinks in terms of their benefits. For example, the brand Vitamineral from A Le Coq, and also Vitamin Well from distributer GKR Trade OÜ, provide functional bottled water with benefits similar to those of sports drinks.

The health and wellness trend boosts sales

The continuing trend towards healthy lifestyles is promoting sales of sports drinks, as active Estonians are increasingly likely to support their training activities with sports drinks. These drinks are purchased from retailers such as supermarkets and hypermarkets, but also directly from gyms and sports facilities.

Hot summers are likely to impact the consumption of isotonic drinks

With the many hot days in the summer of 2018, people made efforts to stay well-hydrated, and often resorted to isotonic drinks to do so, in addition to consuming bottled water. If the temperatures in the summer months continue to climb over the coming years, it is likely that isotonic drinks will be pushed by producers as thirst quenchers and as a source of hydration during hot periods, and not only as drinks to support sports activities.

COMPETITIVE LANDSCAPE
Local company A Le Coq dominates sports drinks

The domestic player A Le Coq maintained its strong lead in sports drinks in off-trade value terms in 2018, as it manages the popular sports drinks brand Arctic Sport, and the new BCAA brand. Arctic Sport comes in three varieties – blueberry, grape and orange; blueberry was the most recent addition.

Players continue to invest in product development

Due to the positive projection regarding value sales of sports drinks over the forecast period, producers are expected to continue new product development, as this has proven to generate consumer interest and boost sales. Furthermore, investments in promotional activities are likely to remain high, as people in Estonia are becoming increasingly active and involved in different sports activities, creating more interest in and demand for sports drinks.

Major changes in value shares are not expected

The local producer A Le Coq has managed to maintain the majority of value share in sports drinks largely due to its well-known brands, continuous promotional activities and investment in new product development. It is highly unlikely that any of the other players in the market will be able to increase their value shares significantly over the forecast period, as the most recent launches from the leading producer have been successful.

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Sports Drinks in Estonia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Sports Drinks 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 Sports and Energy Drinks industry in Estonia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sports Drinks 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 Sports Drinks in Estonia?
  • What are the major brands in Estonia?
  • What are key new sports drinks launches and what impact impact did they have on #category#?
  • Who are the key consumers of sports drinks in Estonia?
  • What time of day are sports drinks most commonly consumed?
  • What trends motivate people to drink sports drinks in Estonia?

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 Soft Drinks market research database.

Sports Drinks in Estonia - Category analysis

HEADLINES

PROSPECTS

Functional bottled water poses serious competition
The health and wellness trend boosts sales
Hot summers are likely to impact the consumption of isotonic drinks

COMPETITIVE LANDSCAPE

Local company A Le Coq dominates sports drinks
Players continue to invest in product development
Major changes in value shares are not expected

CATEGORY DATA

Table 1 Off-trade Sales of Sports Drinks: Volume 2013-2018
Table 2 Off-trade Sales of Sports Drinks: Value 2013-2018
Table 3 Off-trade Sales of Sports Drinks: % Volume Growth 2013-2018
Table 4 Off-trade Sales of Sports Drinks: % Value Growth 2013-2018
Table 5 NBO Company Shares of Off-trade Sports Drinks: % Volume 2014-2018
Table 6 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2015-2018
Table 7 NBO Company Shares of Off-trade Sports Drinks: % Value 2014-2018
Table 8 LBN Brand Shares of Off-trade Sports Drinks: % Value 2015-2018
Table 9 Forecast Off-trade Sales of Sports Drinks: Volume 2018-2023
Table 10 Forecast Off-trade Sales of Sports Drinks: Value 2018-2023
Table 11 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2018-2023
Table 12 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2018-2023

Soft Drinks in Estonia - Industry Overview

EXECUTIVE SUMMARY

The health and wellness trend steers consumers towards bottled water
The feared sugar taxation has not yet been formalised
Large companies maintain their positions
New product developments follow health trends
Soft drinks is expected to continue to see growth

MARKET DATA

Table 13 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 14 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 15 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 16 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 17 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 18 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 19 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 20 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 21 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 22 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 23 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 24 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 25 Sales of Soft Drinks by Total Fountain On-trade: Volume 2013-2018
Table 26 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2013-2018
Table 27 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 28 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 29 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 30 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 31 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2013-2018
Table 32 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2013-2018
Table 33 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2013-2018
Table 34 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 35 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 36 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 37 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 38 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 39 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 40 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 41 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 42 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources