The year 2024 has proven to be a challenging one for Estonia’s economy, marked by an economic slowdown and rising taxes, particularly VAT, which have heightened uncertainty in consumer behaviour. This economic backdrop has prompted consumers to prioritise essential goods, focusing on products deemed necessities.
The ongoing shift away from instant coffee has emerged as one of the most prominent trends of 2024. Instant coffee has faced mounting challenges, including price levels that have rendered it less competitive against fresh ground coffee, as well as its association with older generations whose market influence is diminishing.
The Estonian coffee market distinguishes itself from its Baltic neighbours, Latvia and Lithuania, through its preference for lighter-tasting coffee and the presence of smaller, regional brands such as Finland’s Kulta Katriina. Leading players, including Paulig and Jacobs, have maintained their dominant positions, benefiting from strong brand recognition and consistent product quality.
The retail environment for hot drinks in 2024 has been characterised by relative stability, with no major disruptions or shifts in consumer behaviour. Online retail, which had seen significant growth during pandemic restrictions, has now lost momentum as consumers have returned to in-store shopping.
The foodservice sector has faced challenges in 2024, primarily due to rising taxes and the overall economic slowdown, which have curbed discretionary spending. However, the exceptionally favourable summer weather, which began in May and extended through September, provided a modest boost to the sector by increasing foot traffic and outdoor dining.
The forecast period is unlikely to bring substantial changes to the dynamics of hot drinks. Coffee is expected to strengthen its position as the leading player, primarily at the expense of tea.
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Hot Drinks
This report originates from Passport, our Hot Drinks research and analysis database.
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