Changes in shopping and drinking patterns during the COVID-19 pandemic have led to a shift towards larger packaging formats, such as bag-in-a-box, and small packaging formats, such as cans. Canned wine in particular has been gaining broader consumer acceptance for some time, and this trend has been hastened by the pandemic.
Although wine sales suffered from the impact of COVID-19 on the economy and on-trade sales, total volume sales remained relatively stable with many consumers simply switching to drinking wine at home during 2020 and parts of 2021. The government’s COVID-19 measures meant many people found themselves with more time to prepare meals, which they often paired with wine.
Other sparkling wine, and Prosecco in particular, is benefiting from the expansion of consumption occasions. The category has steadily moved away from its one-dimensional image as a special celebratory drink to align with more regular occasions, such as the aperitivo hour.
As part of the growing trend towards lighter alcoholic drinks among younger, urban consumers there is expected to be a growing interest in other sparkling wine. Players could look to tap into this trend by offering more affordable Prosecco and Cava, while interest in products from other countries – including domestic varieties – should also increase as new brands enter and consumers become more knowledgeable about sparkling wine in general.
As a result of the unfavourable climate for large scale domestic production, the majority of wine in Estonia is imported. Among the preferences of locals are wine varieties from Europe, such as Spain, France, Italy, Germany and Finland, but also wine from further afield such as Chile and South Africa.
Lidl finally entered Estonia in March 2022, having previously declared its intentions to enter the market five years before. This rapidly expanding chain of discounters has already established a strong foothold in the other Baltic countries and therefore it is expected to also find success in Estonia.
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Understand the latest market trends and future growth opportunities for the Wine 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.
If you're in the Wine industry in Estonia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
This is the aggregation of still and sparkling light grape wines, fortified wine and vermouth and non-grape wine. In terms of alcohol content, light wine usually falls into the 8-14% ABV bracket while fortified wine ranges from 14-23% ABV. Low and non-alcoholic wine is also included in the data (attributed to each sector as appropriate).See All of Our Definitions
This report originates from Passport, our Wine research and analysis database.
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