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Concentrates in Estonia

Publisher Euromonitor International
Published Dec 16, 2025
Length 29 Pages
SKU # EP20677035

Description

Concentrates in Estonia continues to face pressure from RTD beverages, which are more aligned with consumer preferences. Liquid formats remain dominant due to their perceived higher quality, while powder formats remain niche. Okla Eesti AS, with its Kannujook brand, remains the dominant player, although the category is characterised by a lack of significant investment. l. Looking ahead, the planned 2026 sugary-drinks tax is expected to influence pricing and reformulation, reinforcing interest in...

Euromonitor International's Concentrates in Estonia report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2020-2024), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they legislative, distribution, packaging or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Liquid Concentrates, Powder Concentrates.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report??
* Get a detailed picture of the Concentrates market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

29 Pages
Concentrates in Estonia
Euromonitor International
December 2025
List Of Contents And Tables
CONCENTRATES IN ESTONIA
KEY DATA FINDINGS
2025 DEVELOPMENTS
Weak positioning and lack of convenience hinder sales
INDUSTRY PERFORMANCE
Persistent stagnation amid ongoing challenges
Powder concentrates show stability, while liquid offerings remain preferred choice
WHAT’S NEXT?
Gloomy outlook for concentrates
Premium liquid offerings have potential for growth
Sugar tax will bring reformulation into focus
COMPETITIVE LANDSCAPE
Orkla Eesti AS leads concentrates
Okla Eesti AS strengthens its position, thanks to deep knowledge of local tastes
CHANNELS
Supermarkets and hypermarkets lead sales
Discounters channel sees rapid growth
Concentrates Conversions
Summary 1 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
CATEGORY DATA
Table 1 Off-trade Sales of Concentrates (RTD) by Category: Volume 2020-2025
Table 2 Off-trade Sales of Concentrates by Category: Value 2020-2025
Table 3 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2020-2025
Table 4 Off-trade Sales of Concentrates by Category: % Value Growth 2020-2025
Table 5 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2021-2025
Table 6 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2022-2025
Table 7 NBO Company Shares of Off-trade Concentrates: % Value 2021-2025
Table 8 LBN Brand Shares of Off-trade Concentrates: % Value 2022-2025
Table 9 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2021-2025
Table 10 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2022-2025
Table 11 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2021-2025
Table 12 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2022-2025
Table 13 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2025-2030
Table 14 Forecast Off-trade Sales of Concentrates by Category: Value 2025-2030
Table 15 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2025-2030
Table 16 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
SOFT DRINKS IN ESTONIA
EXECUTIVE SUMMARY
Soft drink sales are impacted by weather, price rises, and changing consumer preferences
KEY DATA FINDINGS
INDUSTRY PERFORMANCE
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
WHAT’S NEXT?
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
COMPETITIVE LANDSCAPE
Coca-Cola lead sales, thanks to strong positions in carbonates and energy drinks
CHANNELS
Supermarkets and hypermarkets lead sales
Lidl drives growth of discounters
Foodservice vs retail split
MARKET DATA
Table 17 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2020-2025
Table 18 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2020-2025
Table 19 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2020-2025
Table 20 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2020-2025
Table 21 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2025
Table 22 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2025
Table 23 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2025
Table 24 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2025
Table 25 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2020-2025
Table 26 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2020-2025
Table 27 Off-trade Sales of Soft Drinks by Category: Value 2020-2025
Table 28 Off-trade Sales of Soft Drinks by Category: % Value Growth 2020-2025
Table 29 Sales of Soft Drinks by Total Fountain On-trade: Volume 2020-2025
Table 30 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2020-2025
Table 31 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2021-2025
Table 32 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2022-2025
Table 33 NBO Company Shares of Off-trade Soft Drinks: % Value 2021-2025
Table 34 LBN Brand Shares of Off-trade Soft Drinks: % Value 2022-2025
Table 35 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2020-2025
Table 36 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2020-2025
Table 37 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2020-2025
Table 38 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2025
Table 39 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2025-2030
Table 40 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2025-2030
Table 41 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2025-2030
Table 42 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2025-2030
Table 43 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2025-2030
Table 44 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2025-2030
Table 45 Forecast Off-trade Sales of Soft Drinks by Category: Value 2025-2030
Table 46 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2025-2030
Table 47 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2025-2030
Table 48 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
SOURCES
Summary 2 Research Sources

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