Estonia

The powder format continued to register the fastest off-trade volume and current value growth in concentrates in 2023. The popularity of powder concentrates stems from their cost-effectiveness, portability, ease of preparation and long shelf life.…

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…

Shelf stable fruit and vegetables is enjoying strong growth volume growth in 2023, as Estonians spend less time canning fruit and vegetables at home. Shelf stable tomatoes is witnessing the highest demand, since these are more frequently used in…

Hot cereals witnessed the fastest growth in retail volume and current value terms in 2023. Consumers consider hot cereals to be healthier and more nourishing than RTE cereals, as they contain beneficial vitamins. With the adoption of healthier eating…

In 2023, frozen cakes, sweet pies and tarts demonstrated the fastest current value growth in baked goods. Demand for these types of frozen baked goods is growing alongside the faster pace of life in Estonian society, although it remains a niche at…

Nut and seed based spreads demonstrated the fastest volume growth in 2023 thanks to the growing number of vegetarians who rely on nuts and seeds as a key source of protein and nutrition. In addition, the category is still in its early stages of…