Estonia

Reduced sugar cola carbonates demonstrated the fastest retail volume growth in 2023. As more consumers become health-conscious and aware of the potential negative effects of excessive sugar consumption, there is a growing demand for healthier…

Functional bottled water registered by far the highest retail volume growth in 2023. A still small sales base and increasing demand drove the performance of functional bottled water at the end of the review period, while leaving room for further…

In 2023, demand for staple foods has recovered slightly after several years of decline. Retail volume sales was under pressure for much of the review period, due to surging production costs and rising inflation, which forced prices up. Although…

Chilled pasta is the fastest growing category in 2023, in volume and value terms. Consumers are drawn by the favourable ratio of price and cooking time, as chilled pasta only needs to be heated for a few minutes. This pasta option is popular among…

Chilled processed poultry is witnessing robust volume growth in 2023 due to changing consumer behaviour as inflation remains high. As household budgets are squeezed, Estonians are actively seeking out chilled processed poultry as it is a cheaper…