Bottled Water - Estonia

The Bottled Water market in Estonia has experienced significant growth in recent years, driven by changing consumer preferences, health consciousness, and convenience.

Customer preferences: Consumers in Estonia have shown a growing preference for bottled water over other beverages. This can be attributed to several factors, including concerns about the quality of tap water, convenience, and a desire for healthier beverage options. Bottled water is often perceived as a safer and more reliable alternative to tap water, especially in areas where water quality may be a concern. Additionally, the portability and convenience of bottled water make it a popular choice for on-the-go consumers.

Trends in the market: One of the key trends in the bottled water market in Estonia is the increasing demand for flavored and functional waters. Consumers are looking for more variety and unique flavors in their bottled water options, and manufacturers have responded by introducing a wide range of flavored waters, including fruit-infused and sparkling varieties. Functional waters, such as those enriched with vitamins or minerals, have also gained popularity among health-conscious consumers. Another trend in the market is the growing popularity of premium and eco-friendly bottled water options. Consumers are willing to pay a premium for high-quality, premium bottled water brands that offer unique sourcing and production methods. Additionally, there is a growing awareness of the environmental impact of single-use plastic bottles, leading to an increased demand for eco-friendly packaging options, such as biodegradable or recycled materials.

Local special circumstances: Estonia's relatively small population and limited natural resources contribute to the demand for bottled water. While tap water in Estonia is generally safe to drink, there are areas where water quality may be a concern, leading consumers to opt for bottled water instead. Additionally, the country's growing tourism industry has also contributed to the demand for bottled water, as visitors often prefer the convenience and familiarity of bottled water when traveling.

Underlying macroeconomic factors: Estonia's strong economy and rising disposable incomes have also played a role in the growth of the bottled water market. As consumers have more purchasing power, they are more likely to spend on premium and healthier beverage options, including bottled water. Furthermore, the influence of global health and wellness trends cannot be overlooked, as consumers are increasingly prioritizing their health and well-being, leading to a greater demand for bottled water as a healthier alternative to sugary beverages. In conclusion, the Bottled Water market in Estonia has experienced significant growth due to changing consumer preferences, health consciousness, and convenience. The demand for flavored and functional waters, premium and eco-friendly options, as well as the country's unique circumstances and macroeconomic factors, have all contributed to the development of the market.

Data coverage:

The data encompasses B2C enterprises. The at-home market covers retail sales via super- and hypermarkets, eCommerce, convenience stores, or similar sales channels. The out-of-home data encompasses all sales to hotels, restaurants, catering, cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. Both the at-home and the out-of-home market are valued at retail selling prices including all sales and consumption taxes.

Modeling approach:

Market sizes are determined through a Top-Down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, national statistical offices, international institutions, trade associations, companies, the trade press, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, consumer spending (e.g. consumer spending on Non-Alcoholic Drinks, consumer spending at Hotels, Restaurants etc.), and price level index. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the exponential trend smoothing is well suited for forecasting the Non-Alcoholic Drinks market with a projected steady growth. The main drivers are GDP per capita and consumer spending per capita.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year.