PROSPECTS AND OPPORTUNITIES
Full fat fresh milk will remain most popular choice
The drinking milk products category in Estonia is reaching maturity, and as such, no significant volume or value growth (at constant 2025 prices) is expected over the forecast period. Full fat fresh milk will remain the dominant product, as local consumers perceive it as having the best nutritional balance as well as the least processed option, with minimal additives or preservatives.
Potential could lie in products with health and wellness claims
To boost profit margins, manufacturers are expected to focus on developing offerings with a health and wellness positioning, with lactose-free variants likely to remain the main area of innovation. Notably, when one family member is lactose intolerant, it is common for the entire household to switch to lactose-free alternatives -broadening the consumer base beyond those with a diagnosed condition.
Private labels to gain further ground amid strong local brand presence
Local brands continue to dominate milk sales in Estonia, due to the high level of consumer trust in domestic production. However, private label offerings from major retailers such as Rimi, Lidl, and Maxima are rapidly gaining ground.
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Overview:
Understand the latest market trends and future growth opportunities for the Drinking Milk Products 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 Drinking Milk Products 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 Drinking Milk Products 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 Drinking Milk Products in Estonia?
- Which are the leading brands in Drinking Milk Products in Estonia?
- How are products distributed in Drinking Milk Products 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 Drinking Milk Products?
- 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?
Drinking Milk Products in Estonia - Category analysis
KEY DATA FINDINGS
Full fat fresh milk retains dominant presence
Tere maintains leadership while Lidl gains momentum
Supermarkets remain dominant, but discounters and e-commerce see fastest growth
Full fat fresh milk will remain most popular choice
Potential could lie in products with health and wellness claims
Private labels to gain further ground amid strong local brand presence
Dairy Products and Alternatives in Estonia - Industry Overview
Dairy products and alternatives in 2025: The big picture
Key trends in 2025
Competitive landscape
Channel developments
What next for dairy products and alternatives?
DISCLAIMER
The following categories and subcategories are included:
Drinking Milk Products
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- Dairy Only Flavoured Milk Drinks
- Flavoured Milk Drinks with Fruit Juice
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- Fat-free Fresh Milk
- Semi Skimmed Fresh Milk
- Full Fat Fresh Milk
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- Fat-free Shelf Stable Milk
- Semi Skimmed Shelf Stable Milk
- Full Fat Shelf Stable Milk
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- Goat Milk
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- Powder Milk
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- Soy Drinks
- Other Milk Alternatives
Drinking Milk Products
This is the aggregation of flavoured milk drinks, milk and powder milk. Note: Plant-based drinking milk products should be excluded from this category and tracked under plant-based milk. Except for plant-based powder milk that should be tracked within the core dairy category of powder milk.
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 Drinking Milk Products research and analysis database.
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