Estonia Quarterly Beverage Tracker Report Q3 2013




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Product Synopsis

Published by Canadean, this Quarterly Beverage Tracker report provides a detailed analysis of the latest developments in the Estonia beverage market

Introduction and Landscape

Why was the report written?

In the current climate of economic uncertainty and market volatility companies need to know about more than just data. This report provides a complete overview of all commercial beverage consumption trends, latest market developments and an economic mood indicator

What is the current market landscape and what is changing?

The soft drinks market increased by 2% in Q3-13 due to warm weather and increasing purchasing power. Carbonates saw the largest growth due to the successful performance of international players. 

What are the key drivers behind recent market changes?

Overall there were less rainy days in Q3-13 compared to Q3-12 which positively impacted on the commercial beverages market. The government began various discussions regarding alcohol consumption in Estonia, however it seems that this did not have an impact in Q3-13.

What makes this report unique and essential to read?

Designed for clients who want to understand the latest trends in the Estonia beverage industry and want more detail and analysis on this data. Canadean's Estonia Quarterly Beverage Tracker report is ideal for benchmarking total market vs retail audit data and is an essential tool for keeping up-to-date with the latest industry and market developments

Key Features and Benefits

  • Readers are provided with a summary snap shot table showing category growth in Q32013 vs Q32012, together with 2012 actual volumes, 2013 forecast volumes and projected growth
  • An economic mood indicator, completed by Canadean's local consultant, examines (on a scale of one to five) whether confidence levels in the industry are better or worse than the previous quarter, whether net prices are rising or falling and how Private Label products have performed versus the rest of the market. Selected retail pricing data is given for the most recent quarter and the previous four quarters, enabling analysis of price movements. 
  • Key highlights of the last quarter's commercial beverage performance are identified and the key market drivers examined
  • Volumes for Q32013 vs Q32012, full year 2012, moving annual totals (MAT) and 2013 forecasts are provided for each individual beverage category, together with supporting text on quarterly performance and forecast assumptions. More granular data is provided for the Carbonates category, with data split by regular vs low calorie, and by key flavours. Significant activity in the soft drinks industry is covered including recent new product introductions (detailing flavour, pack type, pack size, retail price and selected pack shots) and the latest industry news.
  • Focus on functional Soft Drinks and Healthy Innovation

Key Market Issues

  • Consumers are more health conscious and thus consuming water more often
  • The nectars category has still not managed to attract consumers back from still drinks and thus declined. The drop was despite producers efforts of launching new products
  • The consumption per capita of energy drinks in Estonia is the highest among Baltic countries; the market is saturated
  • The government recently started to raise discussions regarding alcohol consumption in Estonia, the foundation called Healthy Estonia launched an advertising campaign Lets reduce alcohol consumption by half with billboards across the country
  • Soymilk is a niche category and it remained flat in Q3-13. A lack of significant marketing activities and product development will result in a flat performance looking forward

Key Highlights

  • Cola light saw improved performance for the second quarter in a row, as it is perceived healthier
  • The improving economic situation in Estonia enabled more offices and institutions to purchase bulk/HOD water
  • Estonians prefer light alcoholic beverages instead of spirits and this is driving the wine category's steady growth
  • Warm weather helped to maintain cultured dairy volumes and increasing purchasing power also enabled consumers to purchase more expensive dairy drinks, like drinking yogurt
  • Hot coffee consumption increased by over 1% in Q3-13 due to stabilized prices