Hot drinks in Estonia increased in both value and volume terms in 2023 due to the growing emphasis on healthy living, which has encouraged consumers to opt for beverages that not only satisfy their thirst but also contribute to their overall wellbeing. Consumers have become more discerning, are willing to invest in natural products, and are increasingly interested in the ingredients of their preferred beverages.
The development of the coffee culture continued in Estonia in 2023. Estonians view going for a coffee as a social and leisure activity, and coffee is increasingly playing a role in various aspects of daily life.
Paulig Coffee Estonia AS retained its lead of overall hot drinks in both value and volume terms in Estonia in 2023. The rapid unit price growth and shift of consumers from instant to fresh coffee encouraged by the company has supported its success.
While hypermarkets and supermarkets currently dominate sales, discounters are growing as a result of the expansion of Lidl, which now has 12 stores in seven Estonian cities. E-commerce is experiencing the fastest growth due to the increasing number of internet users and rising appreciation of the convenience of online shopping.
Foodservice sales of hot drinks recorded further growth in 2023 as foodservice establishments now offer a wider variety of hot drinks beyond traditional coffee and tea. Speciality hot beverages, such as matcha lattes, turmeric lattes and hot chocolate variations, cater to a variety of consumer preferences.
Hot drinks is expected to experience further growth in both value and volume terms over the forecast period. Growth will be driven by the increasing demand for natural products and hot drinks without caffeine due to the development of the healthy eating trend.
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Hot Drinks
This report originates from Passport, our Hot Drinks research and analysis database.
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