Select Country Report
Soft drinks in 2024: The big picture
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.
2024 key trends
Juice in 2024 has faced significant challenges, with an unfavourable combination of factors creating what can be described as a perfect storm for declining sales. Global price surges for orange juice, driven by poor harvests, have caused substantial price increases across the juice category, making 100% reconstituted juice particularly vulnerable to a sharp decline.
Competitive landscape
The competitive landscape in soft drinks in Estonia has experienced some notable shifts in 2024. Don Simon, a leading premium juice brand, has been significantly impacted by its removal from the shelves of Maxima, one of the country’s major retailers.
Retailing developments
Retail developments in 2024 have been characterised by relative stability, with no major structural changes observed. Online retail has lost momentum as the effects of pandemic-related restrictions have waned, and consumers have returned to in-store shopping.
Foodservice vs retail split
The foodservice sector has faced challenges in 2024 due to higher taxes and ongoing consumer uncertainty, which have dampened growth. Nevertheless, the exceptionally favourable weather during the summer months, beginning as early as May and extending into September, provided some relief by boosting demand for soft drinks in outdoor and hospitality settings.
What next for soft drinks?
Economic uncertainty is expected to persist in the near term, with further VAT increases anticipated at the start of 2025, likely exerting additional upward pressure on prices and negatively affecting consumer confidence. The carbonates category is not expected to see significant growth, although it is likely to evolve with an increasing share of sugar-free options, particularly in cola and lime-flavoured variants.
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Overview:
Understand the latest market trends and future growth opportunities for the Soft 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:
- Bottled Water
- Carbonates
- Concentrates
- Juice
- RTD Coffee
- RTD Tea
- Energy Drinks
- Sports Drinks
- Asian Speciality Drinks
If you're in the Soft 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 Soft 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 Soft Drinks in Estonia?
- To what extent are health considerations impacting consumption of Soft Drinks in Estonia?
- How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Soft Drinks in Estonia?
- Which are the leading brands in Soft Drinks in Estonia?
- What potential exists for multinational or domestic soft drinks companies to expand in Estonia?
- How are products distributed in Soft Drinks in Estonia?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How have home seclusion and social distancing measures following COVID-19 impacted sales of Soft Drinks?
- How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
- Where is future growth expected to be most dynamic?
Soft Drinks in Estonia
Soft drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for soft drinks?
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
Summary 1 Research Sources
Bottled Water in Estonia
KEY DATA FINDINGS
Renaissance of bottled water
The surge in private label products
Changes in the area of mineral water
A return to moderate growth
Continued expansion of private label bottled water
E-commerce as a growing channel for bottled water
Table 33 Off-trade Sales of Bottled Water by Category: Volume 2019-2024
Table 34 Off-trade Sales of Bottled Water by Category: Value 2019-2024
Table 35 Off-trade Sales of Bottled Water by Category: % Volume Growth 2019-2024
Table 36 Off-trade Sales of Bottled Water by Category: % Value Growth 2019-2024
Table 37 NBO Company Shares of Off-trade Bottled Water: % Volume 2020-2024
Table 38 LBN Brand Shares of Off-trade Bottled Water: % Volume 2021-2024
Table 39 NBO Company Shares of Off-trade Bottled Water: % Value 2020-2024
Table 40 LBN Brand Shares of Off-trade Bottled Water: % Value 2021-2024
Table 41 Forecast Off-trade Sales of Bottled Water by Category: Volume 2024-2029
Table 42 Forecast Off-trade Sales of Bottled Water by Category: Value 2024-2029
Table 43 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2024-2029
Table 44 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2024-2029
Carbonates in Estonia
KEY DATA FINDINGS
Stable performance driven by seasonal and economic factors
The rising popularity of lemon and lime flavours
Cola carbonates: A tale of two trends
Limited growth amid stagnant demand
Opportunities in the tonics subcategory
The divergent trajectory of orange carbonates
Table 45 Off-trade vs On-trade Sales of Carbonates: Volume 2019-2024
Table 46 Off-trade vs On-trade Sales of Carbonates: Value 2019-2024
Table 47 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2019-2024
Table 48 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2019-2024
Table 49 Off-trade Sales of Carbonates by Category: Volume 2019-2024
Table 50 Off-trade Sales of Carbonates by Category: Value 2019-2024
Table 51 Off-trade Sales of Carbonates by Category: % Volume Growth 2019-2024
Table 52 Off-trade Sales of Carbonates by Category: % Value Growth 2019-2024
Table 53 Sales of Carbonates by Total Fountain On-trade: Volume 2019-2024
Table 54 Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2019-2024
Table 55 NBO Company Shares of Off-trade Carbonates: % Volume 2020-2024
Table 56 LBN Brand Shares of Off-trade Carbonates: % Volume 2021-2024
Table 57 NBO Company Shares of Off-trade Carbonates: % Value 2020-2024
Table 58 LBN Brand Shares of Off-trade Carbonates: % Value 2021-2024
Table 59 Forecast Off-trade Sales of Carbonates by Category: Volume 2024-2029
Table 60 Forecast Off-trade Sales of Carbonates by Category: Value 2024-2029
Table 61 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2024-2029
Table 62 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2024-2029
Table 63 Forecast Sales of Carbonates by Total Fountain On-trade: Volume 2024-2029
Table 64 Forecast Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2024-2029
Concentrates in Estonia
KEY DATA FINDINGS
Persistent stagnation amidst challenges
Dominance of local players and familiar flavours
Diverging private label strategies
An unlikely revival
Local brands set to maintain their grip
Gradual shift towards premium offerings
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 65 Off-trade Sales of Concentrates (RTD) by Category: Volume 2019-2024
Table 66 Off-trade Sales of Concentrates by Category: Value 2019-2024
Table 67 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2019-2024
Table 68 Off-trade Sales of Concentrates by Category: % Value Growth 2019-2024
Table 69 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2020-2024
Table 70 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2021-2024
Table 71 NBO Company Shares of Off-trade Concentrates: % Value 2020-2024
Table 72 LBN Brand Shares of Off-trade Concentrates: % Value 2021-2024
Table 73 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2020-2024
Table 74 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2021-2024
Table 75 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2020-2024
Table 76 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2021-2024
Table 77 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2024-2029
Table 78 Forecast Off-trade Sales of Concentrates by Category: Value 2024-2029
Table 79 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2024-2029
Table 80 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2024-2029
Juice in Estonia
KEY DATA FINDINGS
Ongoing collapse in juice
Challenges in premium juice
The decline of 100% reconstituted juices
Limited recovery with little hope for full rebound
The ascendance of private label products
Opportunities for super-premium products in foodservice
Table 81 Off-trade Sales of Juice by Category: Volume 2019-2024
Table 82 Off-trade Sales of Juice by Category: Value 2019-2024
Table 83 Off-trade Sales of Juice by Category: % Volume Growth 2019-2024
Table 84 Off-trade Sales of Juice by Category: % Value Growth 2019-2024
Table 85 NBO Company Shares of Off-trade Juice: % Volume 2020-2024
Table 86 LBN Brand Shares of Off-trade Juice: % Volume 2021-2024
Table 87 NBO Company Shares of Off-trade Juice: % Value 2020-2024
Table 88 LBN Brand Shares of Off-trade Juice: % Value 2021-2024
Table 89 Forecast Off-trade Sales of Juice by Category: Volume 2024-2029
Table 90 Forecast Off-trade Sales of Juice by Category: Value 2024-2029
Table 91 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2024-2029
Table 92 Forecast Off-trade Sales of Juice by Category: % Value Growth 2024-2029
RTD Coffee in Estonia
KEY DATA FINDINGS
Seasonal demand drives growth
Löfbergs’ success with canned offerings
Impulse purchases in forecourt retail
Seasonality limits growth potential
Competition from other beverages
Opportunities in convenience and active lifestyles
Table 93 Off-trade Sales of RTD Coffee: Volume 2019-2024
Table 94 Off-trade Sales of RTD Coffee: Value 2019-2024
Table 95 Off-trade Sales of RTD Coffee: % Volume Growth 2019-2024
Table 96 Off-trade Sales of RTD Coffee: % Value Growth 2019-2024
Table 97 NBO Company Shares of Off-trade RTD Coffee: % Volume 2020-2024
Table 98 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2021-2024
Table 99 NBO Company Shares of Off-trade RTD Coffee: % Value 2020-2024
Table 100 LBN Brand Shares of Off-trade RTD Coffee: % Value 2021-2024
Table 101 Forecast Off-trade Sales of RTD Coffee: Volume 2024-2029
Table 102 Forecast Off-trade Sales of RTD Coffee: Value 2024-2029
Table 103 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2024-2029
Table 104 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2024-2029
RTD Tea in Estonia
KEY DATA FINDINGS
Limited innovation and declining sales
Emerging demand for low-sugar options
Brand diversification and functional RTD tea
Continued decline expected
Functional and low-sugar niches offer some potential
Nestea's dominance and limited private label presence
Table 105 Off-trade Sales of RTD Tea by Category: Volume 2019-2024
Table 106 Off-trade Sales of RTD Tea by Category: Value 2019-2024
Table 107 Off-trade Sales of RTD Tea by Category: % Volume Growth 2019-2024
Table 108 Off-trade Sales of RTD Tea by Category: % Value Growth 2019-2024
Table 109 NBO Company Shares of Off-trade RTD Tea: % Volume 2020-2024
Table 110 LBN Brand Shares of Off-trade RTD Tea: % Volume 2021-2024
Table 111 NBO Company Shares of Off-trade RTD Tea: % Value 2020-2024
Table 112 LBN Brand Shares of Off-trade RTD Tea: % Value 2021-2024
Table 113 Forecast Off-trade Sales of RTD Tea by Category: Volume 2024-2029
Table 114 Forecast Off-trade Sales of RTD Tea by Category: Value 2024-2029
Table 115 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2024-2029
Table 116 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2024-2029
Energy Drinks in Estonia
KEY DATA FINDINGS
Continued growth amidst challenges
Integration within the functional beverage ecosystem
The rise of battery as a competitor
Sustained growth as a leading beverage category
Economic challenges and their impact on growth
Brand dominance and limited private label presence
Table 117 Off-trade Sales of Energy Drinks: Volume 2019-2024
Table 118 Off-trade Sales of Energy Drinks: Value 2019-2024
Table 119 Off-trade Sales of Energy Drinks: % Volume Growth 2019-2024
Table 120 Off-trade Sales of Energy Drinks: % Value Growth 2019-2024
Table 121 NBO Company Shares of Off-trade Energy Drinks: % Volume 2020-2024
Table 122 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2021-2024
Table 123 NBO Company Shares of Off-trade Energy Drinks: % Value 2020-2024
Table 124 LBN Brand Shares of Off-trade Energy Drinks: % Value 2021-2024
Table 125 Forecast Off-trade Sales of Energy Drinks: Volume 2024-2029
Table 126 Forecast Off-trade Sales of Energy Drinks: Value 2024-2029
Table 127 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2024-2029
Table 128 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2024-2029
Sports Drinks in Estonia
KEY DATA FINDINGS
Impressive growth in sports drinks
A generational shift towards functional beverages
Expansion in product offerings and brand presence
Sustained growth driven by functional appeal
Challenges from competing functional beverages
Favourable environment for sports-driven products
Table 129 Off-trade Sales of Sports Drinks: Volume 2019-2024
Table 130 Off-trade Sales of Sports Drinks: Value 2019-2024
Table 131 Off-trade Sales of Sports Drinks: % Volume Growth 2019-2024
Table 132 Off-trade Sales of Sports Drinks: % Value Growth 2019-2024
Table 133 NBO Company Shares of Off-trade Sports Drinks: % Volume 2020-2024
Table 134 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2021-2024
Table 135 NBO Company Shares of Off-trade Sports Drinks: % Value 2020-2024
Table 136 LBN Brand Shares of Off-trade Sports Drinks: % Value 2021-2024
Table 137 Forecast Off-trade Sales of Sports Drinks: Volume 2024-2029
Table 138 Forecast Off-trade Sales of Sports Drinks: Value 2024-2029
Table 139 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2024-2029
Table 140 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2024-2029
The following categories and subcategories are included:
Soft Drinks
-
-
- Carbonated Natural Mineral Bottled Water
- Carbonated Spring Bottled Water
- Carbonated Purified Bottled Water
-
- Still Flavoured Bottled Water
- Sparkling Flavoured Bottled Water
- Functional Bottled Water
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- Still Natural Mineral Bottled Water
- Still Spring Bottled Water
- Still Purified Bottled Water
-
-
- Regular Carbonates
- Reduced Sugar Carbonates
-
- Regular Cola Carbonates
- Reduced Sugar Cola Carbonates
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- Regular Non-Cola Carbonates
- Reduced Sugar Non-Cola Carbonates
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- Regular Lemonade/Lime
- Reduced Sugar Lemonade/Lime
-
- Regular Tonic Water/Mixers/Other Bitters
- Reduced Sugar Tonic Water/Mixers/Other Bitters
-
- Regular Orange Carbonates
- Reduced Sugar Orange Carbonates
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- Regular Other Non-Cola Carbonates
- Reduced Sugar Other Non-Cola Carbonates
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- Liquid Concentrates
- Powder Concentrates
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-
- Not from Concentrate 100% Juice
- Reconstituted 100% Juice
- Coconut and Other Plant Waters
- Juice Drinks (up to 24% Juice)
- Nectars
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- RTD Coffee
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- Carbonated RTD Tea and Kombucha
-
- Regular Still RTD Tea
- Reduced Sugar Still RTD Tea
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- Regular Energy Drinks
- Reduced Sugar Energy Drinks
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- Regular Sports Drinks
- Reduced Sugar Sports Drinks
- Asian Speciality Drinks
Soft Drinks
This is the aggregation of the following categories; Carbonates, Fruit/vegetable juice, Bottled water, Functional drinks, Concentrates, RTD tea, RTD coffee and Asian speciality drinks.
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