Estonian Consumers Buy Less Strong Alcohol Around Midsummer
Estonian supermarkets report a noticeable drop in strong alcohol sales around Midsummer this year due to consumers' declining purchasing power. Shoppers are opting for discounted products and switching to low-alcohol beverages. Travel to the islands remains popular, with ferries operating at full capacity.
Midsummer (June 23-24) is one of Estonia's biggest holidays, typically boosting supermarket sales. However, this year consumer habits are shifting. According to Oliver Rist, purchasing director at Coop Eesti, consumer confidence remains low, and people first look for yellow labels – discounts. This pattern has been consistent for the past three to four years.
This year, the most purchased items ahead of the holiday are watermelon, non-alcoholic drinks, and grilling supplies such as barbecue meat, charcoal, and disposable tableware. A dip in alcohol sales is noticeable, with a shift toward low-alcohol beverages. Rist notes that the share of strong alcohol is decreasing, and non-alcoholic beer, which had been growing strongly, appears to have reached its ceiling.
Travel habits, however, have not changed. Ferry services to Estonia's islands are running at full capacity. Indrek Randveer, CEO of TS Laevad, said that in the direction of Hiiumaa, there are 12-13 departures from one harbor; towards Saaremaa or Muhumaa, nearly thirty departures. The most challenging period will be June 24 and 25 when people start returning from the islands, making those days very busy.
