Estonia

Yoghurt and sour milk products is expected to register muted constant value growth, but healthy volume growth in 2023. A significant number of newly-arrived migrants from Ukraine, escaping from the war, is also expected to increase volume sales.…

Weight management products continue to have a low consumer base in Estonia. For many consumers, these products are not top of mind or the first choice for tackling weight loss. Still, category growth was registered as some consumers use these…

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…

Dairy products and alternatives is expected to register healthy volume and more moderate constant value growth in 2023, despite continuing economic uncertainty as a result of Russia’s invasion of Ukraine, the meteoric rise in inflation and tightening…

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…

Whilst the category continues to record growth in 2023, the particularly high growth level seen in the previous year could not be maintained. 2022 was a strong year for the category as consumers returned to their pre-pandemic lifestyles following the…

Sweet biscuits, snack bars and fruit snacks are expected to register muted constant value growth, as inflation still remains high, as well as muted volume growth. This sector was particularly affected by the rising price of wheat, with Ukraine…

RTD coffee is regarded as offering a convenient alternative to energy drinks for consumers who tend to perceive coffee as a healthier option. The convenience trend in Estonia is leading to a growing number of busy local consumers looking for…