Soft Drinks in Estonia

Soft drinks in Estonia has exhibited diverse patterns of development in 2024, reflecting the interplay of multiple economic, climatic, and consumer-driven factors. Economic uncertainty has remained a central theme, with the increase in VAT at the start of 2024 exacerbating consumer pessimism and contributing to price inflation. This trend has been especially impactful given the heightened sensitivity of consumers after the inflationary pressures of 2022 and 2023. Additionally, global inflationar...

Euromonitor International's Soft Drinks in Estonia report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2020-2024), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they legislative, distribution, packaging or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Asian Speciality Drinks, Bottled Water, Carbonates, Concentrates, Energy Drinks, Juice, RTD Coffee, RTD Tea, Sports Drinks.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report??
* Get a detailed picture of the Soft Drinks market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.


Soft Drinks in Estonia
Euromonitor International
February 2025
List Of Contents And Tables
SOFT DRINKS IN ESTONIA
EXECUTIVE SUMMARY
Soft drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for soft drinks?
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2019-2024
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2019-2024
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2019-2024
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2019-2024
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2024
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2024
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2024
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2024
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2019-2024
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2019-2024
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2019-2024
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2019-2024
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2019-2024
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2019-2024
Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2020-2024
Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2021-2024
Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2020-2024
Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2021-2024
Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2019-2024
Table 20 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2019-2024
Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2019-2024
Table 22 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2024
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2024-2029
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2024-2029
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2024-2029
Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2024-2029
Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2024-2029
Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2024-2029
Table 29 Forecast Off-trade Sales of Soft Drinks by Category: Value 2024-2029
Table 30 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2024-2029
Table 31 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2024-2029
Table 32 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2024-2029
DISCLAIMER
SOURCES
Summary 1 Research Sources
CARBONATES IN ESTONIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Stable performance driven by seasonal and economic factors
The rising popularity of lemon and lime flavours
Cola carbonates: A tale of two trends
PROSPECTS AND OPPORTUNITIES
Limited growth amid stagnant demand
Opportunities in the tonics subcategory
The divergent trajectory of orange carbonates
CATEGORY DATA
Table 33 Off-trade vs On-trade Sales of Carbonates: Volume 2019-2024
Table 34 Off-trade vs On-trade Sales of Carbonates: Value 2019-2024
Table 35 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2019-2024
Table 36 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2019-2024
Table 37 Off-trade Sales of Carbonates by Category: Volume 2019-2024
Table 38 Off-trade Sales of Carbonates by Category: Value 2019-2024
Table 39 Off-trade Sales of Carbonates by Category: % Volume Growth 2019-2024
Table 40 Off-trade Sales of Carbonates by Category: % Value Growth 2019-2024
Table 41 Sales of Carbonates by Total Fountain On-trade: Volume 2019-2024
Table 42 Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2019-2024
Table 43 NBO Company Shares of Off-trade Carbonates: % Volume 2020-2024
Table 44 LBN Brand Shares of Off-trade Carbonates: % Volume 2021-2024
Table 45 NBO Company Shares of Off-trade Carbonates: % Value 2020-2024
Table 46 LBN Brand Shares of Off-trade Carbonates: % Value 2021-2024
Table 47 Forecast Off-trade Sales of Carbonates by Category: Volume 2024-2029
Table 48 Forecast Off-trade Sales of Carbonates by Category: Value 2024-2029
Table 49 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2024-2029
Table 50 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2024-2029
Table 51 Forecast Sales of Carbonates by Total Fountain On-trade: Volume 2024-2029
Table 52 Forecast Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2024-2029
JUICE IN ESTONIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Ongoing collapse in juice
Challenges in premium juice
The decline of 100% reconstituted juices
PROSPECTS AND OPPORTUNITIES
Limited recovery with little hope for full rebound
The ascendance of private label products
Opportunities for super-premium products in foodservice
CATEGORY DATA
Table 53 Off-trade Sales of Juice by Category: Volume 2019-2024
Table 54 Off-trade Sales of Juice by Category: Value 2019-2024
Table 55 Off-trade Sales of Juice by Category: % Volume Growth 2019-2024
Table 56 Off-trade Sales of Juice by Category: % Value Growth 2019-2024
Table 57 NBO Company Shares of Off-trade Juice: % Volume 2020-2024
Table 58 LBN Brand Shares of Off-trade Juice: % Volume 2021-2024
Table 59 NBO Company Shares of Off-trade Juice: % Value 2020-2024
Table 60 LBN Brand Shares of Off-trade Juice: % Value 2021-2024
Table 61 Forecast Off-trade Sales of Juice by Category: Volume 2024-2029
Table 62 Forecast Off-trade Sales of Juice by Category: Value 2024-2029
Table 63 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2024-2029
Table 64 Forecast Off-trade Sales of Juice by Category: % Value Growth 2024-2029
BOTTLED WATER IN ESTONIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Renaissance of bottled water
The surge in private label products
Changes in the area of mineral water
PROSPECTS AND OPPORTUNITIES
A return to moderate growth
Continued expansion of private label bottled water
E-commerce as a growing channel for bottled water
CATEGORY DATA
Table 65 Off-trade Sales of Bottled Water by Category: Volume 2019-2024
Table 66 Off-trade Sales of Bottled Water by Category: Value 2019-2024
Table 67 Off-trade Sales of Bottled Water by Category: % Volume Growth 2019-2024
Table 68 Off-trade Sales of Bottled Water by Category: % Value Growth 2019-2024
Table 69 NBO Company Shares of Off-trade Bottled Water: % Volume 2020-2024
Table 70 LBN Brand Shares of Off-trade Bottled Water: % Volume 2021-2024
Table 71 NBO Company Shares of Off-trade Bottled Water: % Value 2020-2024
Table 72 LBN Brand Shares of Off-trade Bottled Water: % Value 2021-2024
Table 73 Forecast Off-trade Sales of Bottled Water by Category: Volume 2024-2029
Table 74 Forecast Off-trade Sales of Bottled Water by Category: Value 2024-2029
Table 75 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2024-2029
Table 76 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2024-2029
SPORTS DRINKS IN ESTONIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Impressive growth in sports drinks
A generational shift towards functional beverages
Expansion in product offerings and brand presence
PROSPECTS AND OPPORTUNITIES
Sustained growth driven by functional appeal
Challenges from competing functional beverages
Favourable environment for sports-driven products
CATEGORY DATA
Table 77 Off-trade Sales of Sports Drinks: Volume 2019-2024
Table 78 Off-trade Sales of Sports Drinks: Value 2019-2024
Table 79 Off-trade Sales of Sports Drinks: % Volume Growth 2019-2024
Table 80 Off-trade Sales of Sports Drinks: % Value Growth 2019-2024
Table 81 NBO Company Shares of Off-trade Sports Drinks: % Volume 2020-2024
Table 82 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2021-2024
Table 83 NBO Company Shares of Off-trade Sports Drinks: % Value 2020-2024
Table 84 LBN Brand Shares of Off-trade Sports Drinks: % Value 2021-2024
Table 85 Forecast Off-trade Sales of Sports Drinks: Volume 2024-2029
Table 86 Forecast Off-trade Sales of Sports Drinks: Value 2024-2029
Table 87 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2024-2029
Table 88 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2024-2029
ENERGY DRINKS IN ESTONIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Continued growth amidst challenges
Integration within the functional beverage ecosystem
The rise of battery as a competitor
PROSPECTS AND OPPORTUNITIES
Sustained growth as a leading beverage category
Economic challenges and their impact on growth
Brand dominance and limited private label presence
CATEGORY DATA
Table 89 Off-trade Sales of Energy Drinks: Volume 2019-2024
Table 90 Off-trade Sales of Energy Drinks: Value 2019-2024
Table 91 Off-trade Sales of Energy Drinks: % Volume Growth 2019-2024
Table 92 Off-trade Sales of Energy Drinks: % Value Growth 2019-2024
Table 93 NBO Company Shares of Off-trade Energy Drinks: % Volume 2020-2024
Table 94 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2021-2024
Table 95 NBO Company Shares of Off-trade Energy Drinks: % Value 2020-2024
Table 96 LBN Brand Shares of Off-trade Energy Drinks: % Value 2021-2024
Table 97 Forecast Off-trade Sales of Energy Drinks: Volume 2024-2029
Table 98 Forecast Off-trade Sales of Energy Drinks: Value 2024-2029
Table 99 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2024-2029
Table 100 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2024-2029
CONCENTRATES IN ESTONIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Persistent stagnation amidst challenges
Dominance of local players and familiar flavours
Diverging private label strategies
PROSPECTS AND OPPORTUNITIES
An unlikely revival
Local brands set to maintain their grip
Gradual shift towards premium offerings
CATEGORY DATA
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 101 Off-trade Sales of Concentrates (RTD) by Category: Volume 2019-2024
Table 102 Off-trade Sales of Concentrates by Category: Value 2019-2024
Table 103 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2019-2024
Table 104 Off-trade Sales of Concentrates by Category: % Value Growth 2019-2024
Table 105 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2020-2024
Table 106 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2021-2024
Table 107 NBO Company Shares of Off-trade Concentrates: % Value 2020-2024
Table 108 LBN Brand Shares of Off-trade Concentrates: % Value 2021-2024
Table 109 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2020-2024
Table 110 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2021-2024
Table 111 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2020-2024
Table 112 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2021-2024
Table 113 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2024-2029
Table 114 Forecast Off-trade Sales of Concentrates by Category: Value 2024-2029
Table 115 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2024-2029
Table 116 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2024-2029
RTD TEA IN ESTONIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Limited innovation and declining sales
Emerging demand for low-sugar options
Brand diversification and functional RTD tea
PROSPECTS AND OPPORTUNITIES
Continued decline expected
Functional and low-sugar niches offer some potential
Nestea's dominance and limited private label presence
CATEGORY DATA
Table 117 Off-trade Sales of RTD Tea by Category: Volume 2019-2024
Table 118 Off-trade Sales of RTD Tea by Category: Value 2019-2024
Table 119 Off-trade Sales of RTD Tea by Category: % Volume Growth 2019-2024
Table 120 Off-trade Sales of RTD Tea by Category: % Value Growth 2019-2024
Table 121 NBO Company Shares of Off-trade RTD Tea: % Volume 2020-2024
Table 122 LBN Brand Shares of Off-trade RTD Tea: % Volume 2021-2024
Table 123 NBO Company Shares of Off-trade RTD Tea: % Value 2020-2024
Table 124 LBN Brand Shares of Off-trade RTD Tea: % Value 2021-2024
Table 125 Forecast Off-trade Sales of RTD Tea by Category: Volume 2024-2029
Table 126 Forecast Off-trade Sales of RTD Tea by Category: Value 2024-2029
Table 127 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2024-2029
Table 128 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2024-2029
RTD COFFEE IN ESTONIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Seasonal demand drives growth
Löfbergs’ success with canned offerings
Impulse purchases in forecourt retail
PROSPECTS AND OPPORTUNITIES
Seasonality limits growth potential
Competition from other beverages
Opportunities in convenience and active lifestyles
CATEGORY DATA
Table 129 Off-trade Sales of RTD Coffee: Volume 2019-2024
Table 130 Off-trade Sales of RTD Coffee: Value 2019-2024
Table 131 Off-trade Sales of RTD Coffee: % Volume Growth 2019-2024
Table 132 Off-trade Sales of RTD Coffee: % Value Growth 2019-2024
Table 133 NBO Company Shares of Off-trade RTD Coffee: % Volume 2020-2024
Table 134 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2021-2024
Table 135 NBO Company Shares of Off-trade RTD Coffee: % Value 2020-2024
Table 136 LBN Brand Shares of Off-trade RTD Coffee: % Value 2021-2024
Table 137 Forecast Off-trade Sales of RTD Coffee: Volume 2024-2029
Table 138 Forecast Off-trade Sales of RTD Coffee: Value 2024-2029
Table 139 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2024-2029
Table 140 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2024-2029

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