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Soft drink sales are impacted by weather, price rises, and changing consumer preferences
Demand for soft drinks in Estonia has been affected by a cold summer and cautious consumer spending, amid continuing economic uncertainty. Shifts towards low-sugar and added-value beverages, including energy and functional drinks, are reshaping consumption preferences. Private label offerings remain limited in carbonates and energy drinks but have a stronger presence in juice and economy bottled water. Coca-Cola HBC Eesti AS remains the leading player, with a strong presence across key categories. During the forecast period, maturity, price sensitivity, and weather conditions will continue to impact sales.
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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 drink sales are impacted by weather, price rises, and changing consumer preferences
KEY DATA FINDINGS
Off-trade volumes decline amid cool summer and cautious consumer spending
Shift towards added-value and low-sugar beverages
Private label growth constrained by strong brand loyalty in key categories
Flat outlook as price sensitivity and category saturation limit growth
Value-added drinks will continue to gain ground among younger consumers
Weather conditions will continue to impact sales
Coca-Cola lead sales, thanks to strong positions in carbonates and energy drinks
Supermarkets and hypermarkets lead sales
Lidl drives growth of discounters
Foodservice vs retail split
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2020-2025
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2020-2025
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2020-2025
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2020-2025
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2025
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2025
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2025
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2025
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2020-2025
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2020-2025
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2020-2025
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2020-2025
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2020-2025
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2020-2025
Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2021-2025
Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2022-2025
Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2021-2025
Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2022-2025
Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2020-2025
Table 20 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2020-2025
Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2020-2025
Table 22 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2025
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2025-2030
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2025-2030
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2025-2030
Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2025-2030
Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2025-2030
Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2025-2030
Table 29 Forecast Off-trade Sales of Soft Drinks by Category: Value 2025-2030
Table 30 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2025-2030
Table 31 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2025-2030
Table 32 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
Summary 1 Research Sources
Bottled Water in Estonia
KEY DATA FINDINGS
Functional and value-added waters lead growth amid challenging conditions
Bottled water volumes under pressure amid price and poor weather conditions
Functional bottled water remains relatively resilient
Modest recovery expected as value-added offerings drive demand
Persistent demand for affordable bulk formats
Sugary-drink tax may boost demand for plain bottled water
Värska Vesi AS leads bottled water
ETK Group drives growth with Säästu private label
Supermarkets and hypermarkets lead sales
Discounters channel drives growth
Table 33 Off-trade Sales of Bottled Water by Category: Volume 2020-2025
Table 34 Off-trade Sales of Bottled Water by Category: Value 2020-2025
Table 35 Off-trade Sales of Bottled Water by Category: % Volume Growth 2020-2025
Table 36 Off-trade Sales of Bottled Water by Category: % Value Growth 2020-2025
Table 37 NBO Company Shares of Off-trade Bottled Water: % Volume 2021-2025
Table 38 LBN Brand Shares of Off-trade Bottled Water: % Volume 2022-2025
Table 39 NBO Company Shares of Off-trade Bottled Water: % Value 2021-2025
Table 40 LBN Brand Shares of Off-trade Bottled Water: % Value 2022-2025
Table 41 Forecast Off-trade Sales of Bottled Water by Category: Volume 2025-2030
Table 42 Forecast Off-trade Sales of Bottled Water by Category: Value 2025-2030
Table 43 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2025-2030
Table 44 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2025-2030
Carbonates in Estonia
KEY DATA FINDINGS
Challenging times for carbonates
VAT increase and cold summer weather weigh on off-trade carbonates
Reduced sugar colas lead volume growth
Carbonates faces stagnation amid health trends and maturity
Flavour innovation will be limited as focus shifts to sugar-free variants
Coca-Cola continues to dominate sales
Lidl drives growth through private label Freeway range
Supermarkets and hypermarkets lead sales
Discounters channel drives growth
Table 45 Off-trade vs On-trade Sales of Carbonates: Volume 2020-2025
Table 46 Off-trade vs On-trade Sales of Carbonates: Value 2020-2025
Table 47 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2020-2025
Table 48 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2020-2025
Table 49 Off-trade Sales of Carbonates by Category: Volume 2020-2025
Table 50 Off-trade Sales of Carbonates by Category: Value 2020-2025
Table 51 Off-trade Sales of Carbonates by Category: % Volume Growth 2020-2025
Table 52 Off-trade Sales of Carbonates by Category: % Value Growth 2020-2025
Table 53 Sales of Carbonates by Total Fountain On-trade: Volume 2020-2025
Table 54 Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2020-2025
Table 55 NBO Company Shares of Off-trade Carbonates: % Volume 2021-2025
Table 56 LBN Brand Shares of Off-trade Carbonates: % Volume 2022-2025
Table 57 NBO Company Shares of Off-trade Carbonates: % Value 2021-2025
Table 58 LBN Brand Shares of Off-trade Carbonates: % Value 2022-2025
Table 59 Forecast Off-trade Sales of Carbonates by Category: Volume 2025-2030
Table 60 Forecast Off-trade Sales of Carbonates by Category: Value 2025-2030
Table 61 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2025-2030
Table 62 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2025-2030
Table 63 Forecast Sales of Carbonates by Total Fountain On-trade: Volume 2025-2030
Table 64 Forecast Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2025-2030
Concentrates in Estonia
KEY DATA FINDINGS
Weak positioning and lack of convenience hinder sales
Persistent stagnation amid ongoing challenges
Powder concentrates show stability, while liquid offerings remain preferred choice
Gloomy outlook for concentrates
Premium liquid offerings have potential for growth
Sugar tax will bring reformulation into focus
Orkla Eesti AS leads concentrates
Okla Eesti AS strengthens its position, thanks to deep knowledge of local tastes
Supermarkets and hypermarkets lead sales
Discounters channel sees rapid growth
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 65 Off-trade Sales of Concentrates (RTD) by Category: Volume 2020-2025
Table 66 Off-trade Sales of Concentrates by Category: Value 2020-2025
Table 67 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2020-2025
Table 68 Off-trade Sales of Concentrates by Category: % Value Growth 2020-2025
Table 69 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2021-2025
Table 70 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2022-2025
Table 71 NBO Company Shares of Off-trade Concentrates: % Value 2021-2025
Table 72 LBN Brand Shares of Off-trade Concentrates: % Value 2022-2025
Table 73 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2021-2025
Table 74 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2022-2025
Table 75 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2021-2025
Table 76 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2022-2025
Table 77 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2025-2030
Table 78 Forecast Off-trade Sales of Concentrates by Category: Value 2025-2030
Table 79 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2025-2030
Table 80 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2025-2030
Juice in Estonia
KEY DATA FINDINGS
Growing health awareness hampers sales
Off-trade juice volumes continue to decline
Not from concentrate juice shows greatest resilience
Juice volumes set to decline amid competition from alternative beverages
Limited innovation and rising private label presence
Proposed sugar tax may impact juice consumption
A ?Le?Coq AS remains top juice player, but faces rising pressure from private label
Lidl Eesti OÜ emerges as a fastest-growing player with private label Solevita
Supermarkets and hypermarkets lead sales
Discounters channel drives growth
Table 81 Off-trade Sales of Juice by Category: Volume 2020-2025
Table 82 Off-trade Sales of Juice by Category: Value 2020-2025
Table 83 Off-trade Sales of Juice by Category: % Volume Growth 2020-2025
Table 84 Off-trade Sales of Juice by Category: % Value Growth 2020-2025
Table 85 NBO Company Shares of Off-trade Juice: % Volume 2021-2025
Table 86 LBN Brand Shares of Off-trade Juice: % Volume 2022-2025
Table 87 NBO Company Shares of Off-trade Juice: % Value 2021-2025
Table 88 LBN Brand Shares of Off-trade Juice: % Value 2022-2025
Table 89 Forecast Off-trade Sales of Juice by Category: Volume 2025-2030
Table 90 Forecast Off-trade Sales of Juice by Category: Value 2025-2030
Table 91 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2025-2030
Table 92 Forecast Off-trade Sales of Juice by Category: % Value Growth 2025-2030
RTD Coffee in Estonia
KEY DATA FINDINGS
Demand for RTD coffee remains highly seasonal
RTD coffee remains a niche beverage
Differentiation remains limited
RTD coffee will retain niche status
RTD could benefit from convenience and functional appeal
Planned sugary-drinks tax may influence RTD coffee consumption
Paulig continues to strengthen its leading presence
Eugesta Eesti gains traction with Starbucks-branded products
Supermarkets and hypermarkets remain primary distribution channels
Discounters continues to expand
Table 93 Off-trade Sales of RTD Coffee: Volume 2020-2025
Table 94 Off-trade Sales of RTD Coffee: Value 2020-2025
Table 95 Off-trade Sales of RTD Coffee: % Volume Growth 2020-2025
Table 96 Off-trade Sales of RTD Coffee: % Value Growth 2020-2025
Table 97 NBO Company Shares of Off-trade RTD Coffee: % Volume 2021-2025
Table 98 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2022-2025
Table 99 NBO Company Shares of Off-trade RTD Coffee: % Value 2021-2025
Table 100 LBN Brand Shares of Off-trade RTD Coffee: % Value 2022-2025
Table 101 Forecast Off-trade Sales of RTD Coffee: Volume 2025-2030
Table 102 Forecast Off-trade Sales of RTD Coffee: Value 2025-2030
Table 103 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2025-2030
Table 104 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2025-2030
RTD Tea in Estonia
KEY DATA FINDINGS
RTD tea faces ongoing pressures
Declining sales amid competition from more innovative RTD offerings
Reduced sugar offerings show greatest resilience
Continued decline for RTD tea
Private label could gain visibility
Forthcoming sugar tax could encourage reformulation
Cola-Cola maintains leadership with Nestea
Private label expands from low base
Supermarkets and hypermarkets lead sales
E-commerce continues to gain traction
Table 105 Off-trade Sales of RTD Tea by Category: Volume 2020-2025
Table 106 Off-trade Sales of RTD Tea by Category: Value 2020-2025
Table 107 Off-trade Sales of RTD Tea by Category: % Volume Growth 2020-2025
Table 108 Off-trade Sales of RTD Tea by Category: % Value Growth 2020-2025
Table 109 NBO Company Shares of Off-trade RTD Tea: % Volume 2021-2025
Table 110 LBN Brand Shares of Off-trade RTD Tea: % Volume 2022-2025
Table 111 NBO Company Shares of Off-trade RTD Tea: % Value 2021-2025
Table 112 LBN Brand Shares of Off-trade RTD Tea: % Value 2022-2025
Table 113 Forecast Off-trade Sales of RTD Tea by Category: Volume 2025-2030
Table 114 Forecast Off-trade Sales of RTD Tea by Category: Value 2025-2030
Table 115 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2025-2030
Table 116 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2025-2030
Energy Drinks in Estonia
KEY DATA FINDINGS
Energy drinks benefit from growing demand for functional beverages
Energy drinks maintains strong upward growth trajectory
Reduced sugar energy drinks leads growth
Continued growth amid increasing competition
Flavour innovations and experimental marketing will sustain consumer interest
Sugar tax will impact manufacturer strategies
Tridens remains leading player
Coca-Cola leads volume growth
Supermarkets and convenience retailers lead sales
E-commerce is most dynamic channel
Table 117 Off-trade Sales of Energy Drinks: Volume 2020-2025
Table 118 Off-trade Sales of Energy Drinks: Value 2020-2025
Table 119 Off-trade Sales of Energy Drinks: % Volume Growth 2020-2025
Table 120 Off-trade Sales of Energy Drinks: % Value Growth 2020-2025
Table 121 NBO Company Shares of Off-trade Energy Drinks: % Volume 2021-2025
Table 122 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2022-2025
Table 123 NBO Company Shares of Off-trade Energy Drinks: % Value 2021-2025
Table 124 LBN Brand Shares of Off-trade Energy Drinks: % Value 2022-2025
Table 125 Forecast Off-trade Sales of Energy Drinks: Volume 2025-2030
Table 126 Forecast Off-trade Sales of Energy Drinks: Value 2025-2030
Table 127 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2025-2030
Table 128 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2025-2030
Sports Drinks in Estonia
KEY DATA FINDINGS
Wellness trends impact demand
Sports drinks maintains growth but faces competition from adjacent categories
Reduced sugar variants lead growth
Steady, yet slower growth amid competition from competing categories
Functional enhancements will remain central to sports drinks innovation
Sugary drinks tax likely to influence consumption
A?Le?Coq AS leads amid growing competition
Apricot OÜ drives growth with Fat Burner
Large grocery chains lead sales
Discounters is most dynamic channel
Table 129 Off-trade Sales of Sports Drinks: Volume 2020-2025
Table 130 Off-trade Sales of Sports Drinks: Value 2020-2025
Table 131 Off-trade Sales of Sports Drinks: % Volume Growth 2020-2025
Table 132 Off-trade Sales of Sports Drinks: % Value Growth 2020-2025
Table 133 NBO Company Shares of Off-trade Sports Drinks: % Volume 2021-2025
Table 134 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2022-2025
Table 135 NBO Company Shares of Off-trade Sports Drinks: % Value 2021-2025
Table 136 LBN Brand Shares of Off-trade Sports Drinks: % Value 2022-2025
Table 137 Forecast Off-trade Sales of Sports Drinks: Volume 2025-2030
Table 138 Forecast Off-trade Sales of Sports Drinks: Value 2025-2030
Table 139 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2025-2030
Table 140 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
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
-
- Regular Non-Cola Carbonates
- Reduced Sugar Non-Cola Carbonates
-
- 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
-
- Regular Other Non-Cola Carbonates
- Reduced Sugar Other Non-Cola Carbonates
-
- Liquid Concentrates
- Powder Concentrates
-
-
- Not from Concentrate 100% Juice
- Reconstituted 100% Juice
- Coconut and Other Plant Waters
- Juice Drinks (up to 24% Juice)
- Nectars
-
- RTD Coffee
-
- Carbonated RTD Tea and Kombucha
-
- Regular Still RTD Tea
- Reduced Sugar Still RTD Tea
-
- Regular Energy Drinks
- Reduced Sugar Energy Drinks
-
- 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.
See all of our definitions
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