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Soft Drinks in Estonia

Published Dec 16, 2025
Length 82 Pages
SKU # EP20677058

Description

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 categorie...

Euromonitor International's Soft Drinks 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: Asian Speciality Drinks, Bottled Water, Carbonates, Concentrates, Energy Drinks, Juice, RTD Coffee, RTD Tea, Sports Drinks.

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

Why buy this report??
* Get a detailed picture of the Soft Drinks 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

82 Pages
Soft Drinks in Estonia
Euromonitor International
December 2025
List Of Contents And Tables
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 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
SOURCES
Summary 1 Research Sources
CARBONATES IN ESTONIA
KEY DATA FINDINGS
2025 DEVELOPMENTS
Challenging times for carbonates
INDUSTRY PERFORMANCE
VAT increase and cold summer weather weigh on off-trade carbonates
Reduced sugar colas lead volume growth
WHAT’S NEXT?
Carbonates faces stagnation amid health trends and maturity
Flavour innovation will be limited as focus shifts to sugar-free variants
COMPETITIVE LANDSCAPE
Coca-Cola continues to dominate sales
Lidl drives growth through private label Freeway range
CHANNELS
Supermarkets and hypermarkets lead sales
Discounters channel drives growth
CATEGORY DATA
Table 97 Off-trade vs On-trade Sales of Carbonates: Volume 2020-2025
Table 98 Off-trade vs On-trade Sales of Carbonates: Value 2020-2025
Table 99 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2020-2025
Table 100 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2020-2025
Table 101 Off-trade Sales of Carbonates by Category: Volume 2020-2025
Table 102 Off-trade Sales of Carbonates by Category: Value 2020-2025
Table 103 Off-trade Sales of Carbonates by Category: % Volume Growth 2020-2025
Table 104 Off-trade Sales of Carbonates by Category: % Value Growth 2020-2025
Table 105 Sales of Carbonates by Total Fountain On-trade: Volume 2020-2025
Table 106 Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2020-2025
Table 107 NBO Company Shares of Off-trade Carbonates: % Volume 2021-2025
Table 108 LBN Brand Shares of Off-trade Carbonates: % Volume 2022-2025
Table 109 NBO Company Shares of Off-trade Carbonates: % Value 2021-2025
Table 110 LBN Brand Shares of Off-trade Carbonates: % Value 2022-2025
Table 111 Forecast Off-trade Sales of Carbonates by Category: Volume 2025-2030
Table 112 Forecast Off-trade Sales of Carbonates by Category: Value 2025-2030
Table 113 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2025-2030
Table 114 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2025-2030
Table 115 Forecast Sales of Carbonates by Total Fountain On-trade: Volume 2025-2030
Table 116 Forecast Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
JUICE IN ESTONIA
KEY DATA FINDINGS
2025 DEVELOPMENTS
Growing health awareness hampers sales
INDUSTRY PERFORMANCE
Off-trade juice volumes continue to decline
Not from concentrate juice shows greatest resilience
WHAT’S NEXT?
Juice volumes set to decline amid competition from alternative beverages
Limited innovation and rising private label presence
Proposed sugar tax may impact juice consumption
COMPETITIVE LANDSCAPE
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
CHANNELS
Supermarkets and hypermarkets lead sales
Discounters channel drives growth
CATEGORY DATA
Table 33 Off-trade Sales of Juice by Category: Volume 2020-2025
Table 34 Off-trade Sales of Juice by Category: Value 2020-2025
Table 35 Off-trade Sales of Juice by Category: % Volume Growth 2020-2025
Table 36 Off-trade Sales of Juice by Category: % Value Growth 2020-2025
Table 37 NBO Company Shares of Off-trade Juice: % Volume 2021-2025
Table 38 LBN Brand Shares of Off-trade Juice: % Volume 2022-2025
Table 39 NBO Company Shares of Off-trade Juice: % Value 2021-2025
Table 40 LBN Brand Shares of Off-trade Juice: % Value 2022-2025
Table 41 Forecast Off-trade Sales of Juice by Category: Volume 2025-2030
Table 42 Forecast Off-trade Sales of Juice by Category: Value 2025-2030
Table 43 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2025-2030
Table 44 Forecast Off-trade Sales of Juice by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
BOTTLED WATER IN ESTONIA
KEY DATA FINDINGS
2025 DEVELOPMENTS
Functional and value-added waters lead growth amid challenging conditions
INDUSTRY PERFORMANCE
Bottled water volumes under pressure amid price and poor weather conditions
Functional bottled water remains relatively resilient
WHAT’S NEXT?
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
COMPETITIVE LANDSCAPE
Värska Vesi AS leads bottled water
ETK Group drives growth with Säästu private label
CHANNELS
Supermarkets and hypermarkets lead sales
Discounters channel drives growth
CATEGORY DATA
Table 117 Off-trade Sales of Bottled Water by Category: Volume 2020-2025
Table 118 Off-trade Sales of Bottled Water by Category: Value 2020-2025
Table 119 Off-trade Sales of Bottled Water by Category: % Volume Growth 2020-2025
Table 120 Off-trade Sales of Bottled Water by Category: % Value Growth 2020-2025
Table 121 NBO Company Shares of Off-trade Bottled Water: % Volume 2021-2025
Table 122 LBN Brand Shares of Off-trade Bottled Water: % Volume 2022-2025
Table 123 NBO Company Shares of Off-trade Bottled Water: % Value 2021-2025
Table 124 LBN Brand Shares of Off-trade Bottled Water: % Value 2022-2025
Table 125 Forecast Off-trade Sales of Bottled Water by Category: Volume 2025-2030
Table 126 Forecast Off-trade Sales of Bottled Water by Category: Value 2025-2030
Table 127 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2025-2030
Table 128 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
SPORTS DRINKS IN ESTONIA
KEY DATA FINDINGS
2025 DEVELOPMENTS
Wellness trends impact demand
INDUSTRY PERFORMANCE
Sports drinks maintains growth but faces competition from adjacent categories
Reduced sugar variants lead growth
WHAT’S NEXT?
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
COMPETITIVE LANDSCAPE
A?Le?Coq AS leads amid growing competition
Apricot OÜ drives growth with Fat Burner
CHANNELS
Large grocery chains lead sales
Discounters is most dynamic channel
CATEGORY DATA
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
ENERGY DRINKS IN ESTONIA
KEY DATA FINDINGS
2025 DEVELOPMENTS
Energy drinks benefit from growing demand for functional beverages
INDUSTRY PERFORMANCE
Energy drinks maintains strong upward growth trajectory
Reduced sugar energy drinks leads growth
WHAT’S NEXT?
Continued growth amid increasing competition
Flavour innovations and experimental marketing will sustain consumer interest
Sugar tax will impact manufacturer strategies
COMPETITIVE LANDSCAPE
Tridens remains leading player
Coca-Cola leads volume growth
CHANNELS
Supermarkets and convenience retailers lead sales
E-commerce is most dynamic channel
Table 45 Off-trade Sales of Energy Drinks: Volume 2020-2025
Table 46 Off-trade Sales of Energy Drinks: Value 2020-2025
Table 47 Off-trade Sales of Energy Drinks: % Volume Growth 2020-2025
Table 48 Off-trade Sales of Energy Drinks: % Value Growth 2020-2025
Table 49 NBO Company Shares of Off-trade Energy Drinks: % Volume 2021-2025
Table 50 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2022-2025
Table 51 NBO Company Shares of Off-trade Energy Drinks: % Value 2021-2025
Table 52 LBN Brand Shares of Off-trade Energy Drinks: % Value 2022-2025
Table 53 Forecast Off-trade Sales of Energy Drinks: Volume 2025-2030
Table 54 Forecast Off-trade Sales of Energy Drinks: Value 2025-2030
Table 55 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2025-2030
Table 56 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
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 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
CATEGORY DATA
Table 57 Off-trade Sales of Concentrates (RTD) by Category: Volume 2020-2025
Table 58 Off-trade Sales of Concentrates by Category: Value 2020-2025
Table 59 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2020-2025
Table 60 Off-trade Sales of Concentrates by Category: % Value Growth 2020-2025
Table 61 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2021-2025
Table 62 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2022-2025
Table 63 NBO Company Shares of Off-trade Concentrates: % Value 2021-2025
Table 64 LBN Brand Shares of Off-trade Concentrates: % Value 2022-2025
Table 65 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2021-2025
Table 66 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2022-2025
Table 67 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2021-2025
Table 68 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2022-2025
Table 69 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2025-2030
Table 70 Forecast Off-trade Sales of Concentrates by Category: Value 2025-2030
Table 71 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2025-2030
Table 72 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
RTD TEA IN ESTONIA
KEY DATA FINDINGS
2025 DEVELOPMENTS
RTD tea faces ongoing pressures
INDUSTRY PERFORMANCE
Declining sales amid competition from more innovative RTD offerings
Reduced sugar offerings show greatest resilience
WHAT’S NEXT?
Continued decline for RTD tea
Private label could gain visibility
Forthcoming sugar tax could encourage reformulation
COMPETITIVE LANDSCAPE
Cola-Cola maintains leadership with Nestea
Private label expands from low base
CHANNELS
Supermarkets and hypermarkets lead sales
E-commerce continues to gain traction
CATEGORY DATA
Table 73 Off-trade Sales of RTD Tea by Category: Volume 2020-2025
Table 74 Off-trade Sales of RTD Tea by Category: Value 2020-2025
Table 75 Off-trade Sales of RTD Tea by Category: % Volume Growth 2020-2025
Table 76 Off-trade Sales of RTD Tea by Category: % Value Growth 2020-2025
Table 77 NBO Company Shares of Off-trade RTD Tea: % Volume 2021-2025
Table 78 LBN Brand Shares of Off-trade RTD Tea: % Volume 2022-2025
Table 79 NBO Company Shares of Off-trade RTD Tea: % Value 2021-2025
Table 80 LBN Brand Shares of Off-trade RTD Tea: % Value 2022-2025
Table 81 Forecast Off-trade Sales of RTD Tea by Category: Volume 2025-2030
Table 82 Forecast Off-trade Sales of RTD Tea by Category: Value 2025-2030
Table 83 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2025-2030
Table 84 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
RTD COFFEE IN ESTONIA
KEY DATA FINDINGS
2025 DEVELOPMENTS
Demand for RTD coffee remains highly seasonal
INDUSTRY PERFORMANCE
RTD coffee remains a niche beverage
Differentiation remains limited
WHAT’S NEXT?
RTD coffee will retain niche status
RTD could benefit from convenience and functional appeal
Planned sugary-drinks tax may influence RTD coffee consumption
COMPETITIVE LANDSCAPE
Paulig continues to strengthen its leading presence
Eugesta Eesti gains traction with Starbucks-branded products
CHANNELS
Supermarkets and hypermarkets remain primary distribution channels
Discounters continues to expand
CATEGORY DATA
Table 85 Off-trade Sales of RTD Coffee: Volume 2020-2025
Table 86 Off-trade Sales of RTD Coffee: Value 2020-2025
Table 87 Off-trade Sales of RTD Coffee: % Volume Growth 2020-2025
Table 88 Off-trade Sales of RTD Coffee: % Value Growth 2020-2025
Table 89 NBO Company Shares of Off-trade RTD Coffee: % Volume 2021-2025
Table 90 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2022-2025
Table 91 NBO Company Shares of Off-trade RTD Coffee: % Value 2021-2025
Table 92 LBN Brand Shares of Off-trade RTD Coffee: % Value 2022-2025
Table 93 Forecast Off-trade Sales of RTD Coffee: Volume 2025-2030
Table 94 Forecast Off-trade Sales of RTD Coffee: Value 2025-2030
Table 95 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2025-2030
Table 96 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER

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