COMPETITIVE LANDSCAPE
Local players have significant foothold
Breakfast cereals is a highly competitive product area, with little between the top four players, with the top two players being local. Local company, Balti Veski, holds on to its spot.
Tartu Mill gains most value sales
Second placed local company Tartu Mill gains the most value share. It specialises in hot cereals, with a wide range of offerings, including options with local berries and other fruits.
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Overview:
Understand the latest market trends and future growth opportunities for the Breakfast Cereals 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.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Breakfast Cereals 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.
The Breakfast Cereals in Estonia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Breakfast Cereals in Estonia?
- Which are the leading brands in Breakfast Cereals in Estonia?
- How are products distributed in Breakfast Cereals in Estonia?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Breakfast Cereals?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Estonia?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Breakfast Cereals in Estonia - Category analysis
KEY DATA FINDINGS
Lidl continues to make gains
Volume sales flat
Flakes register highest volume growth
Slight increase in volume sales over forecast period
Focos on healthier offerings
Increasing polarisation, with affordability and value-added benefits both driving sales
Local players have significant foothold
Tartu Mill gains most value sales
Supermarkets and hypermarkets largest channels
Discounters gain most value share
Staple Foods in Estonia - Industry Overview
Muted growth in 2025
KEY DATA FINDINGS
Slight recovery in 2025
Processed meat sees volume sales fall, while frozen processed fruit and vegetables fare better
Rising health consciousness influencing product development
Modest outlook over forecast period
Innovation key for branded players to stay ahead
Growing demand for healthier options
Finnish meat processor HKScan continues to lead
Premium pasta brand La Molisana gains significant value share
Supermarkets and hypermarkets dominate
E-commerce gains most value share
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Breakfast Cereals
- Hot Cereals
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- Children's Breakfast Cereals
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- Flakes
- Muesli and Granola
- Other RTE Cereals
Breakfast Cereals
This is the aggregation of ready-to-eat (RTE) and hot cereals.
See all of our definitionsWhy 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 report originates from Passport, our Breakfast Cereals research and analysis database.
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