Recently published research from Euromonitor International, "Sports and Energy Drinks in Estonia", is now available at Fast Market Research

Boston, MA -- (SBWire) -- 06/04/2014 --Despite the low growth witnessed in 2012, mainly caused by the poor summer, sales of sports and energy drinks increased in 2013. Growth in energy drinks was supported by strong promotion and increasing popularity among younger Estonians, who often perceive these as carbonates. Nevertheless, the negative image of energy drinks is slowly increasing in Estonia, as it is believed that these soft drinks may increase the risk of heart failure. Increases in the sales of sports drinks was supported by Estonians' growing engagement in sports activities.

Competitive Landscape

Red Bull continued to lead sales within sports and energy drinks in 2013, accounting for a retail value share of 24%. The company only offers its Red Bull brand in Estonia, which is available in regular and sugar-free formats. In spite of that, Red Bull has gained the attention of Estonians thanks to one of the strongest brands within soft drinks in the world. This, together with its high perceived quality are attractive to Estonians despite the relatively expensive prices. In addition, Red Bull promotes its brand heavily via popular extreme sports activities. It should be noted that the Red Bull brand is also the most popular energy drink within on-trade channels in Estonia.

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Industry Prospects

As the sports and energy drinks category is not as mature as other soft drinks categories, growth is expected over the forecast period. However, growth of energy drinks could be prevented by the fact that these soft drinks are faced with a growing negative image within society. This, however, is targeted primarily at restricting the consumption of energy drinks by minors as it is believed that the products may harm the health of young and evolving organisms. Although some institutions and organisations have been proposing to regulate the advertising of energy drinks and forbid sales to minors, the final decision is in the hands of parliament and the government. These institutions, however, are minded to take regulative steps only after deep analysis and based on research. In addition, the government would rather focus on preventing consumption by minors rather than introduce restrictions. Nevertheless, energy drinks is still gaining in popularity among younger and older consumers in Estonia. Sports drinks is also expected to grow as Estonians are anticipated to be more engaged with sports activities in their spare time.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Sports and Energy Drinks industry in Estonia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

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