Snacks in Estonia is poised to register a markedly improved performance in current value growth terms in 2025. This is primarily due to unit price increases imposed to offset elevated cost pressures and a hike in VAT that took effect from July, however, as retail volume sales are set to contract for the second year in a row. Nonetheless, with the recent spike in domestic inflation having now largely receded, a nascent recovery in confidence and disposable income levels among consumers should help to ensure the overall rate of volume decline is slower than that recorded in 2024.
Chocolate confectionery is set to be by far the most dynamic of the main snacks categories in Estonia in current value growth terms in 2025. However, this is solely due to the fact that global cocoa prices have recently soared as a result of significant production shortfalls in West Africa caused by unfavourable weather conditions. While manufacturers have had no option but to pass ensuing cost increases on to consumers, many have attempted to limit the extent of price hikes by embracing shrinkflation strategies. The same trend has been observed among producers of other types of snacks that are made with cocoa, most notably sweet biscuits.
Kalev AS has remained the clear leader in snacks in Estonia in value terms in 2025. This is mainly due to its success in chocolate confectionery and sugar confectionery, where it occupies the top position, though it is also the second-ranked player in sweet biscuits. The company’s extensive portfolio spans multiple categories, and its iconic Kalev, Caramel and Kiss-Kiss brands enjoy wide distribution coverage, strong marketing support and trusted reputations for offering high quality products at affordable prices. It also has an impressive capacity for innovation, frequently updating its ranges with new flavour variants and healthier alternatives. Superior knowledge of the traditional tastes and preferences of local consumers gives it a further advantage over rivals, as while now part of Norway’s Orkla Group, Kalev was originally founded in Estonia in the early 19th century. Together, these factors have enabled it to cope with challenging trading conditions better than most, hence it is poised to record the largest overall value share gain from 2024.
Supermarkets has remained the leading distribution channel for snacks in Estonia in value terms by some distance in 2025, and is expected to register a substantial increase in its share of total sales during the year. Thanks to their vast assortments, competitive pricing policies and frequent promotions, these types of retailers have been best positioned to profit from heightened value-consciousness among consumers. The expansion of private label portfolios and store networks by major chains like Rimi, Maxima and Prisma has also helped to reinforce the appeal of the channel.
Snacks in Estonia looks set to perform reasonably well over the forecast period, with modest but steady growth in total volume and current value sales projected. Overall demand should pick up from 2026 as cost-of-living pressures ease further thanks to a more stable inflationary environment. Beyond improvements in confidence and purchasing power, expansion will be supported by the endurance of traditional consumption habits, high levels of new product development activity and heavy investment in the promotion of leading brands. However, as was the case during the review period, growth potential will be constrained by maturity, population decline and the increasing adoption of healthier dietary habits.
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Understand the latest market trends and future growth opportunities for the Snacks industry in Estonia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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