COMPETITIVE LANDSCAPE
Tanker retains its dominance through strength of Lipton brand
Tanker Brewery OÜ is the leading tea player in Estonia by value, primarily through its role as the distributor of the widely recognised Lipton portfolio. Lipton’s strength lies in its focus on the mass-market segment, including black tea, green tea, and fruit/herbal blends.
LTT’s Senok sees fastest growth, while private label continues to make gains
LTT AS is the fastest-growing tea player in Estonia by value, driven by the rapid expansion of its Senok black tea line. Although growth comes from a relatively low base, Senok has benefited from competitive pricing, wider shelf placement, and rising consumer recognition.
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Overview:
Understand the latest market trends and future growth opportunities for the Tea 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.
If you're in the Tea 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 Tea 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 Tea in Estonia?
- To what extent are health considerations impacting consumption of Tea in Estonia?
- What are the traditional preferences in Tea 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 Tea in Estonia?
- Which are the leading brands in Tea in Estonia?
- How are products distributed in Tea 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 Tea?
- Where is future growth expected to be most dynamic?
Tea in Estonia - Category analysis
KEY DATA FINDINGS
Focus on niche, health-oriented consumption
Lack of tea drinking culture and unfavourable demographic trends limit sales
Black tea bags shows strongest performance
Modest projected growth, as core demographic base continues to decline
Premiumisation could represent key growth opportunity
Private label tea will continue to have limited impact
Tanker retains its dominance through strength of Lipton brand
LTT’s Senok sees fastest growth, while private label continues to make gains
Supermarkets and hypermarkets dominate the retail landscape
Discounters drives growth
Hot Drinks in Estonia - Industry Overview
Inflation drives value growth amid declining demand
KEY DATA FINDINGS
Inflationary pressures drive value growth amid declining demand
Sharp increases in global coffee prices hinder consumption
Fruit/herbal tea remains significant
Hot drinks set to rebound amid economic recovery
Growing demand for indulgent coffee experiences
Tea and other hot drinks will remain niche categories
Paulig leads hot drinks sales
Starbucks expands from low base
Supermarkets and hypermarkets lead sales
Lidl drives growth of discounters
Foodservice vs retail split
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Tea
-
- Loose Black Tea
- Tea Bags Black
- Fruit/Herbal Tea
- Green Tea
- Instant Tea
- Other Tea
Tea
This is the aggregation of Black Tea, Fruit/Herbal Tea, Green Tea, Instant Tea, and Other Tea.
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 Tea research and analysis database.
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