Ready-to-Drink (RTD) Coffee & Tea - Estonia

The Ready-to-Drink (RTD) Coffee & Tea market in Estonia has been experiencing significant growth in recent years.

Customer preferences: Estonian consumers have shown a growing interest in convenience and on-the-go products, which has contributed to the increased popularity of RTD coffee and tea. The busy lifestyles of modern consumers have led to a greater demand for ready-to-drink beverages that can be easily consumed while commuting or during work breaks. Additionally, the younger generation in Estonia has embraced the global trend of coffee culture, leading to a rise in the consumption of RTD coffee products.

Trends in the market: One of the key trends in the RTD Coffee & Tea market in Estonia is the preference for healthier and natural ingredients. Consumers are increasingly seeking beverages that are low in sugar and artificial additives, and this trend is reflected in the RTD coffee and tea products available in the market. Manufacturers are responding to this demand by introducing products that use natural sweeteners and organic ingredients. Another trend in the market is the growing popularity of innovative flavors and blends. Estonian consumers are open to trying new and unique flavors, and this has led to the introduction of a wide variety of RTD coffee and tea options. From traditional flavors like mocha and green tea to more exotic options like matcha and chai latte, there is a flavor to suit every palate.

Local special circumstances: Estonia's relatively small population and limited market size pose challenges for the RTD Coffee & Tea industry. Companies operating in Estonia need to carefully target their products and marketing strategies to cater to the specific preferences of Estonian consumers. Localization and customization are key factors for success in this market.

Underlying macroeconomic factors: The growing disposable income and improving standard of living in Estonia have played a significant role in the development of the RTD Coffee & Tea market. As consumers have more spending power, they are willing to invest in premium and convenient products like RTD beverages. Additionally, the increasing presence of international coffee chains and cafes in Estonia has helped to popularize RTD coffee and tea among consumers. In conclusion, the Ready-to-Drink (RTD) Coffee & Tea market in Estonia is experiencing growth due to the preferences of busy consumers for convenient and on-the-go products. The demand for healthier and natural ingredients, as well as innovative flavors, has also contributed to the market's development. However, the small market size and specific preferences of Estonian consumers pose challenges for companies operating in this industry. The growing disposable income and the presence of international coffee chains in Estonia are underlying macroeconomic factors that have supported the growth of the RTD Coffee & Tea 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.