Ready-to-Drink (RTD) Tea - Estonia

The Ready-to-Drink (RTD) Tea market in Estonia has been experiencing significant growth in recent years, driven by changing consumer preferences and a growing demand for healthier beverage options.

Customer preferences: In Estonia, there has been a shift towards healthier lifestyles and a greater emphasis on wellness. As a result, consumers are increasingly seeking out beverages that are low in sugar and artificial additives. Ready-to-Drink (RTD) Tea has emerged as a popular choice, as it is perceived as a healthier alternative to carbonated soft drinks. Additionally, the convenience factor of RTD Tea appeals to busy consumers who are looking for on-the-go options.

Trends in the market: One of the key trends in the RTD Tea market in Estonia is the growing popularity of herbal and fruit-infused teas. These varieties are seen as more natural and offer unique flavors that cater to the evolving taste preferences of consumers. In addition, there has been an increasing demand for organic and premium RTD Tea products, as consumers are willing to pay a premium for higher quality and more sustainable options. Another trend in the market is the rise of functional RTD Tea products. These beverages are formulated with added vitamins, minerals, and other beneficial ingredients that offer specific health benefits, such as improved digestion or increased energy. This trend is driven by consumers' desire to not only quench their thirst but also to support their overall health and well-being.

Local special circumstances: Estonia's proximity to Nordic countries has influenced the RTD Tea market in the country. Nordic countries have a strong tea-drinking culture, and this has translated into a growing interest in tea consumption in Estonia as well. As a result, there is a wide variety of RTD Tea options available in the market, ranging from traditional black tea to more exotic flavors.

Underlying macroeconomic factors: The growing RTD Tea market in Estonia can also be attributed to favorable macroeconomic factors. The country has experienced steady economic growth, which has increased disposable incomes and consumer spending power. This has allowed consumers to explore new beverage options and invest in premium RTD Tea products. In conclusion, the Ready-to-Drink (RTD) Tea market in Estonia is witnessing growth due to changing consumer preferences towards healthier beverages, the popularity of herbal and fruit-infused teas, the demand for organic and premium products, and the influence of Nordic tea-drinking culture. These trends, coupled with favorable macroeconomic factors, are driving the development of the RTD Tea market in Estonia.

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.