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Distribution Trends in Soft Drinks: On-Premise vs Off-Premise Dynamics & Forecasts to 2015 Estonia by Canadean

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Soft drinks trends and developments in on- vs off-premise - volume and value

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                  Distribution Trends in Soft Drinks                                                                                        Estonia



Contents
Distribution Trends in Soft Drinks: On-Premise vs Off-Premise Dynamics & Forecasts to
2015 .................................................................................................................................................. 2
   Distribution Trends .................................................................................................................................... 2
   Market Valuation/Pricing ............................................................................................................................ 3
     Soft Drinks On-Premise vs Off-Premise – Volume, 2006-2010F (% Growth) ........................................... 4
     Soft Drinks On-Premise vs Off-Premise – Value, 2006-2010F (% Growth) .............................................. 4
     Soft Drinks on-Premise vs Off-Premise – Volume & Value, 2006-2010F (M Litres/Local Currency) ........ 5
     Soft Drinks On-Premise vs Off-Premise by Category, 2009 vs 2010F (% Growth).................................. 5
     Soft Drinks On-Premise vs Off-Premise, 2009-2015F (% Growth) .......................................................... 6
     Soft Drinks On-Premise vs Off-Premise, 2009, 2010F & 2015F (% Share) ............................................. 6
     Soft Drinks On-Premise vs Off-Premise Average Price Per Litre by Category, 2010F (Local Currency) .. 7
Soft Drinks Product Definitions ..................................................................................................... 8
Glossary ..........................................................................................................................................15
Forecast Methodology...................................................................................................................17




                                                                                                                 Soft Drinks Service/Dec-2010              1
             Estonia                                      Distribution Trends in Soft Drinks


    Distribution Trends in Soft Drinks: On-Premise vs Off-Premise
                    Dynamics & Forecasts to 2015


Distribution Trends

Coca-Cola and breweries strong in Horeca

Soft drinks distribution is heavily weighted in favour off-premise consumption, which accounts for 86% of total
sales. Many local producers are not prepared to invest in developing a specific strategy for the Horeca segment,
leaving this to the relatively few companies offering premium brands (Coca-Cola, Saku Brewery, Jungent)
and/or with significant Horeca sales of other beverages (the brewers and spirits producers).

Within the on-premise trade, carbonates are the most important category, reflecting a very wide distribution and
preponderant weight in total soft drinks volume. Water and juice are also very important. Syrups are hardly sold
at all in Horeca outlets but significant quantities are sold to schools and kindergartens. Likewise, sports drinks
are sold in specialist outlets where sport is practised such as sports clubs and gyms rather than bars and cafes.

On-premise sales are particularly important for the carbonates, juice, sports and energy drinks categories,
accounting for roughly one sixth to one fifth of volume in these categories.

Horeca turnover down 20-50% in 2009 due to crisis

The number of on-premise outlets was growing up to 2007 but are likely to have fallen since as the economic
crisis has resulted in many closures and bankruptcies, with Horeca turnover in general believed to have
declined by between 20% and 50% in 2009. Although Tallinn has its fair share of 3 and 4 star hotels and quality
restaurants catering for business people and tourists, most on-premise outlets servicing the local population are
simple, inexpensive places where payment is made prior to consumption (classed as ‘Quick Service
Restaurants’ in Canadean reports). Many of these outlets offer simple hot meals, soups and sal
								
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