Hot drinks in 2024: The big picture
The year 2024 has proven to be a challenging one for Estonia’s economy, marked by an economic slowdown and rising taxes, particularly VAT, which have heightened uncertainty in consumer behaviour. This economic backdrop has prompted consumers to prioritise essential goods, focusing on products deemed necessities.
2024 key trends
The ongoing shift away from instant coffee has emerged as one of the most prominent trends of 2024. Instant coffee has faced mounting challenges, including price levels that have rendered it less competitive against fresh ground coffee, as well as its association with older generations whose market influence is diminishing.
Competitive landscape
The Estonian coffee market distinguishes itself from its Baltic neighbours, Latvia and Lithuania, through its preference for lighter-tasting coffee and the presence of smaller, regional brands such as Finland’s Kulta Katriina. Leading players, including Paulig and Jacobs, have maintained their dominant positions, benefiting from strong brand recognition and consistent product quality.
Retailing developments
The retail environment for hot drinks in 2024 has been characterised by relative stability, with no major disruptions or shifts in consumer behaviour. Online retail, which had seen significant growth during pandemic restrictions, has now lost momentum as consumers have returned to in-store shopping.
Foodservice vs retail split
The foodservice sector has faced challenges in 2024, primarily due to rising taxes and the overall economic slowdown, which have curbed discretionary spending. However, the exceptionally favourable summer weather, which began in May and extended through September, provided a modest boost to the sector by increasing foot traffic and outdoor dining.
What next for hot drinks?
The forecast period is unlikely to bring substantial changes to the dynamics of hot drinks. Coffee is expected to strengthen its position as the leading player, primarily at the expense of tea.
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Overview:
Understand the latest market trends and future growth opportunities for the Hot Drinks 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 the following key categories, where applicable:
- Coffee
- Tea
- Other Hot Drinks
If you're in the Hot Drinks 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 Hot Drinks 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 Hot Drinks in Estonia?
- To what extent are health considerations impacting consumption of Hot Drinks in Estonia?
- What are the traditional preferences in Hot Drinks in Estonia? To what extent are these tastes changing amidst increasing international influence and the growth of chained cafés?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Hot Drinks in Estonia?
- Which are the leading brands in Hot Drinks in Estonia?
- How are products distributed in Hot Drinks in Estonia?
- How is the rise of e-commerce changing the retail and competitive landscape?
- Have home seclusion and social distancing measures following COVID-19 benefited sales of Hot Drinks?
- Where is future growth expected to be most dynamic?
Hot Drinks in Estonia
Hot drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for hot drinks?
DISCLAIMER
Coffee in Estonia
KEY DATA FINDINGS
Economic pressures hamper growth
Consumer shift towards premium quality products
Unique preferences set Estonia apart
Stability amid economic headwinds
Decline in instant coffee consumption
Enduring demand for indulgent coffee experiences
Tea in Estonia
KEY DATA FINDINGS
Continuous decline in a coffee-dominated culture
Herbal tea sustained by seasonal demand
Slimming teas maintain a niche appeal
Challenging prospects amid economic pressures
Premiumisation offers a glimmer of hope
Private label tea’s limited impact
Other Hot Drinks in Estonia
KEY DATA FINDINGS
Lower priority amid economic pressures
Health concerns drive reduced sugar consumption
Brand innovations signal resilience
Limited growth expectations amid competitive pressures
Hot chocolate faces cultural and health perception barriers
Industry efforts towards healthier options
The following categories and subcategories are included:
Hot Drinks
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- Fresh Coffee Beans
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- Fresh Ground Coffee Pods
- Standard Fresh Ground Coffee
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- Instant Standard Coffee
- Instant Coffee Mixes
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- Loose Black Tea
- Tea Bags Black
- Fruit/Herbal Tea
- Green Tea
- Instant Tea
- Other Tea
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- Chocolate-based Flavoured Powder Drinks
- Malt-based Hot Drinks
- Non-Chocolate-based Flavoured Powder Drinks
- Other Plant-based Hot Drinks
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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 report originates from Passport, our Hot Drinks research and analysis database.
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