Estonia's retail chains see a significant boost in pea soup sales, particularly during the month of Fat Tuesday, with a reported increase of about one-third. Jaanus Aal, the CEO of Salvest, the country's largest ready-made food manufacturer, notes that pea soup constitutes one of the top three favorite soups among Estonians year-round. The cultural importance of pea soup is evident as it remains a staple during Fat Tuesday celebrations, reflecting Estonian culinary traditions.

The production figures are impressive, with Salvest's factories producing over 200 tons, which amounts to nearly 400,000 jars of pea soup annually. In 2025, the total sales of pea soup reached approximately 550,000 jars or 291 tons, with Salvest accounting for over 69% of the market share. The preferences in the pea soup market are varied, with the smoked pork variation leading at 38%, followed by the smoky meat version at 29%, and the meat-free option at 20%.

This surge in demand during the Fat Tuesday festivities underscores the deep-rooted significance of traditional foods in Estonian culture. The rise in consumption also highlights broader consumer trends, as local producers like Salvest adapt to seasonal demands while maintaining their cultural heritage through food. The findings further emphasize how culinary practices are intertwined with national celebrations and community identity in Estonia.