Consumer Health in Estonia

September 2023
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Overview:

Understand the latest market trends and future growth opportunities for the Consumer Health industry in Estonia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Analgesics
  • Cough, Cold and Allergy Remedies
  • Digestive Remedies
  • Dermatologicals
  • NRT Smoking Cessation Aids
  • Sleep Aids
  • Eye Care
  • Wound Care
  • Vitamins
  • Dietary Supplements
  • Weight Management
  • Sports Nutrition
  • Herbal/Traditional Products
  • Paediatric Consumer Health

If you're in the Consumer Health industry in Estonia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Consumer Health in Estonia report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Consumer Health in Estonia?
  • Which are the leading brands in Consumer Health in Estonia?
  • How are products distributed in Consumer Health in Estonia?
  • How has the regulatory and operating environment for Consumer Health changed in Estonia?
  • How are considerations such as stress, self-medication and shifting consumer lifestyles shaping demand for Consumer Health
  • How significant are wider health concerns and consumer awareness in determining sales?
  • Where is future growth expected to be most dynamic?
Download Table of Contents

Consumer Health in Estonia

Consumer health in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
What next for consumer health?
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2018-2023
Table 2 Life Expectancy at Birth 2018-2023
Table 3 Sales of Consumer Health by Category: Value 2018-2023
Table 4 Sales of Consumer Health by Category: % Value Growth 2018-2023
Table 5 NBO Company Shares of Consumer Health: % Value 2019-2023
Table 6 LBN Brand Shares of Consumer Health: % Value 2020-2023
Table 7 Penetration of Private Label by Category: % Value 2018-2023
Table 8 Distribution of Consumer Health by Format: % Value 2018-2023
Table 9 Distribution of Consumer Health by Format and Category: % Value 2023
Table 10 Forecast Sales of Consumer Health by Category: Value 2023-2028
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2023-2028
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
Summary 1 OTC: Switches 2022-2023

DISCLAIMER

DEFINITIONS

Summary 2 Research Sources

Analgesics in Estonia

KEY DATA FINDINGS

Return to pre-pandemic performance
Solpadeine loses share following switch to Rx in 2023
Nycomed SEFA leads, holding large shares in ibuprofen and acetaminophen
Moderate growth expected in a saturated market
Conservatism of products and formats
Saturation and low birth hamper further growth of paediatric analgesics
Table 12 Sales of Analgesics by Category: Value 2018-2023
Table 13 Sales of Analgesics by Category: % Value Growth 2018-2023
Table 14 NBO Company Shares of Analgesics: % Value 2019-2023
Table 15 LBN Brand Shares of Analgesics: % Value 2020-2023
Table 16 Forecast Sales of Analgesics by Category: Value 2023-2028
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2023-2028

Cough, Cold and Allergy (Hay Fever) Remedies in Estonia

KEY DATA FINDINGS

Seasonal colds and flus drive demand for cough, cold and allergy (hay fever) remedies
Combination products record the highest growth as they are perceived to be quick in resolving symptoms
International players with trusted brands maintain their dominance
Estonia’s climate will ensure further moderate growth over the forecast period
Rising competition from products that offer natural ingredients
Ongoing popularity of antihistamines/allergy remedies
Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2018-2023
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2018-2023
Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2019-2023
Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2020-2023
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2023-2028
Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2023-2028

Dermatologicals in Estonia

KEY DATA FINDINGS

Return to normal life benefits dermatologicals in 2023
E-commerce continues to grow, helping consumers overcome stigmas related to dermatological conditions
GSK Consumer Healthcare leads with its well-known and widely available brands
Overall stagnation with pockets of growth
Rising health awareness hampers growth
Hair loss treatment has a strong potential for growth
Table 24 Sales of Dermatologicals by Category: Value 2018-2023
Table 25 Sales of Dermatologicals by Category: % Value Growth 2018-2023
Table 26 NBO Company Shares of Dermatologicals: % Value 2019-2023
Table 27 LBN Brand Shares of Dermatologicals: % Value 2020-2023
Table 28 Forecast Sales of Dermatologicals by Category: Value 2023-2028
Table 29 Forecast Sales of Dermatologicals by Category: % Value Growth 2023-2028

Digestive Remedies in Estonia

KEY DATA FINDINGS

Rising demand with the return to busy pre-pandemic lifestyles
H2 blockers continue to lose ground
Brands suitable for both adults and children remain popular in Estonia
Rising health focus dampens future growth
Potential for paediatric digestive remedies
Digestive enzymes will continue to be popular
Table 30 Sales of Digestive Remedies by Category: Value 2018-2023
Table 31 Sales of Digestive Remedies by Category: % Value Growth 2018-2023
Table 32 NBO Company Shares of Digestive Remedies: % Value 2019-2023
Table 33 LBN Brand Shares of Digestive Remedies: % Value 2020-2023
Table 34 Forecast Sales of Digestive Remedies by Category: Value 2023-2028
Table 35 Forecast Sales of Digestive Remedies by Category: % Value Growth 2023-2028

Wound Care in Estonia

KEY DATA FINDINGS

Rising demand for small trauma treatments with return of active lifestyles
Sticking plasters/adhesive bandages benefits from being a common household item
Beiersdorf maintains its clear lead in 2023
Market saturation hampers future growth
Rising private label presence as it offers both improving quality and attractive pricing
Multiple purchases of first aid kits are unnecessary
Table 36 Sales of Wound Care by Category: Value 2018-2023
Table 37 Sales of Wound Care by Category: % Value Growth 2018-2023
Table 38 NBO Company Shares of Wound Care: % Value 2019-2023
Table 39 LBN Brand Shares of Wound Care: % Value 2020-2023
Table 40 Forecast Sales of Wound Care by Category: Value 2023-2028
Table 41 Forecast Sales of Wound Care by Category: % Value Growth 2023-2028

Sports Nutrition in Estonia

KEY DATA FINDINGS

Increasingly healthy lifestyles and rising nutrition education benefit sales in 2023
Protein bars see rising popularity as a healthier alternative to confectionery snacks
Baltic Nutrition Partners retains its lead of a fragmented landscape
Sports nutrition will continue to outperform other consumer health categories
Snacking on protein will benefit protein bars
Consumers demand products that help a quick recovery
Table 42 Sales of Sports Nutrition by Category: Value 2018-2023
Table 43 Sales of Sports Nutrition by Category: % Value Growth 2018-2023
Table 44 NBO Company Shares of Sports Nutrition: % Value 2019-2023
Table 45 LBN Brand Shares of Sports Nutrition: % Value 2020-2023
Table 46 Forecast Sales of Sports Nutrition by Category: Value 2023-2028
Table 47 Forecast Sales of Sports Nutrition by Category: % Value Growth 2023-2028

Dietary Supplements in Estonia

KEY DATA FINDINGS

Consumers continue to seek products to aid immunity and remain healthy
Prevention is key
Local prodigy Rõõm performing well thanks to strong marketing and packaging
Saturation and consumer scepticism challenge growth
Private label growth thanks to strong pharmacy presence, improving quality and attractive pricing
Probiotics after antibiotics
Table 48 Sales of Dietary Supplements by Category: Value 2018-2023
Table 49 Sales of Dietary Supplements by Category: % Value Growth 2018-2023
Table 50 Sales of Dietary Supplements by Positioning: % Value 2018-2023
Table 51 NBO Company Shares of Dietary Supplements: % Value 2019-2023
Table 52 LBN Brand Shares of Dietary Supplements: % Value 2020-2023
Table 53 Forecast Sales of Dietary Supplements by Category: Value 2023-2028
Table 54 Forecast Sales of Dietary Supplements by Category: % Value Growth 2023-2028

Vitamins in Estonia

KEY DATA FINDINGS

Decline across the board following strong growth during the pandemic
Private label growth thanks to improving quality and attractive pricing
Repforce OÜ retains its clear lead in 2023
Stable performance, with rising demand for vitamins B and D
Single vitamins to outperform multivitamins
Price-based promotions as competition rises over the forecast period
Table 55 Sales of Vitamins by Category: Value 2018-2023
Table 56 Sales of Vitamins by Category: % Value Growth 2018-2023
Table 57 Sales of Multivitamins by Positioning: % Value 2018-2023
Table 58 NBO Company Shares of Vitamins: % Value 2019-2023
Table 59 LBN Brand Shares of Vitamins: % Value 2020-2023
Table 60 Forecast Sales of Vitamins by Category: Value 2023-2028
Table 61 Forecast Sales of Vitamins by Category: % Value Growth 2023-2028

Weight Management and Wellbeing in Estonia

KEY DATA FINDINGS

Weight management products have a low consumer base in Estonia
Meal replacement loses ground to sports nutrition
Leader Herbalife no longer positioning itself as only a weight management brand
Category will remain niche
Sports-related marketing message to compete with sports nutrition
Slimming tea decline set to continue
Table 62 Sales of Weight Management and Wellbeing by Category: Value 2018-2023
Table 63 Sales of Weight Management and Wellbeing by Category: % Value Growth 2018-2023
Table 64 NBO Company Shares of Weight Management and Wellbeing: % Value 2019-2023
Table 65 LBN Brand Shares of Weight Management and Wellbeing: % Value 2020-2023
Table 66 Forecast Sales of Weight Management and Wellbeing by Category: Value 2023-2028
Table 67 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2023-2028

Herbal/Traditional Products in Estonia

KEY DATA FINDINGS

Growing trend of products with natural ingredients
Harsh climate means colds are common
Regulation matters
Stagnation expected in a saturated category
Sales of cough and cold products will continue to be supported by the climate
Global brands set to dominate
Table 68 Sales of Herbal/Traditional Products: Value 2018-2023
Table 69 Sales of Herbal/Traditional Products: % Value Growth 2018-2023
Table 70 NBO Company Shares of Herbal/Traditional Products: % Value 2019-2023
Table 71 LBN Brand Shares of Herbal/Traditional Products: % Value 2020-2023
Table 72 Forecast Sales of Herbal/Traditional Products: Value 2023-2028
Table 73 Forecast Sales of Herbal/Traditional Products: % Value Growth 2023-2028

Paediatric Consumer Health in Estonia

KEY DATA FINDINGS

Return to school drives growth in 2023
Coughs and colds boost sales of paediatric ibuprofen
VDS growth supported by parents’ concerns following the pandemic
Declining birth rate impacts future growth
Chemists/pharmacies to maintain its leading position, while e-commerce grows
Climate ensures further demand for cough and cold remedies
Table 74 Sales of Paediatric Consumer Health by Category: Value 2018-2023
Table 75 Sales of Paediatric Consumer Health by Category: % Value Growth 2018-2023
Table 76 Forecast Sales of Paediatric Consumer Health by Category: Value 2023-2028
Table 77 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2023-2028
The following categories and subcategories are included:

Consumer Health

    • Adult Mouth Care
          • Adult Acetaminophen
          • Adult Aspirin
          • Adult Combination Products - Analgesics
          • Adult Diclofenac
          • Adult Dipyrone
          • Adult Ibuprofen
          • Adult Ketoprofen
          • Adult Naproxen
          • Adult OTC Triptans
          • Paediatric Acetaminophen
          • Paediatric Aspirin
          • Paediatric Combination Products - Analgesics
          • Paediatric Dipyrone
          • Paediatric Ibuprofen
          • Paediatric Naproxen
          • Acetaminophen
          • Aspirin
          • Combination Products - Analgesics
          • Diclofenac
          • Dipyrone
          • Ibuprofen
          • Ketoprofen
          • Naproxen
          • OTC Triptans
      • Topical Analgesics/Anaesthetic
    • Sleep Aids
      • Antihistamines/Allergy Remedies (Systemic)
        • Paediatric Allergy Remedies
        • Paediatric Cough/Cold Remedies
      • Combination Products - Cough, Cold and Allergy (Hay Fever) Remedies
      • Cough Remedies
        • Nasal Sprays
        • Oral Decongestants
        • Inhalant Decongestants
        • Decongestant Rubs
        • Nasal Decongestant Drops
        • Nasal Decongestant Plasters
      • Medicated Confectionery
      • Pharyngeal Preparations
      • Medicated Shampoos
      • Topical Antifungals
      • Vaginal Antifungals
      • Hair Loss Treatments
      • Nappy (Diaper) Rash Treatments
      • Antiparasitics/Lice (Head and Body) Treatments
      • Antipruritics
      • Cold Sore Treatments
      • Haemorrhoid Treatments
      • Paediatric Dermatologicals
      • Topical Allergy Remedies/Antihistamines
      • Topical Germicidals/Antiseptics
        • Paediatric Diarrhoeal Remedies
        • Paediatric Indigestion and Heartburn Remedies
        • Paediatric Laxatives
        • Paediatric Motion Sickness Remedies
      • Diarrhoeal Remedies
      • IBS Treatments
        • Antacids
        • Antiflatulents
        • Digestive Enzymes
        • H2 Blockers
        • Proton Pump Inhibitors
      • Laxatives
      • Motion Sickness Remedies
    • Emergency Contraception
      • Allergy Eye Care
      • Standard Eye Care
      • NRT Gum
      • NRT Inhalators
      • NRT Lozenges
      • NRT Patches
      • Other NRT
      • First Aid Kits
      • Gauze, Tape and Other Wound Care
      • Sticking Plasters/Adhesive Bandages
      • Protein/Energy Bars
      • Sports Protein Powder
      • Sports Protein RTD
    • Sports Non-Protein Products
      • Combination Dietary Supplements
        • Aloe
        • Combination Herbal/Traditional Dietary Supplements
        • Cranberry
        • Echinacea
        • Evening Primrose Oil
        • Garlic
        • Ginkgo Biloba
        • Ginseng
        • St John's Wort
        • Other Herbal/Traditional Dietary Supplements
        • Co-Enzyme Q10
        • Combination Non-Herbal/Traditional Dietary Supplements
        • Eye Health Supplements
        • Fish Oils/Omega Fatty Acids
        • Glucosamine
          • Calcium Supplements
          • Mineral Supplements
        • Probiotic Supplements
        • Protein Supplements
        • Other Non-Herbal/Traditional Dietary Supplements
    • Paediatric Vitamins and Dietary Supplements
    • Tonics
      • Multivitamins
        • Vitamin A
        • Vitamin B
        • Vitamin C
        • Vitamin D
        • Vitamin E
        • Other Single Vitamins
    • Meal Replacement
    • OTC Obesity
    • Slimming Teas
    • Supplement Nutrition Drinks
    • Weight Loss Supplements
    • Herbal/Traditional Topical Analgesics
    • Herbal/Traditional Sleep Aids
    • Herbal/Traditional Cough, Cold and Allergy (Hay Fever) Remedies
    • Herbal/Traditional Digestive Remedies
    • Herbal/Traditional Dermatologicals
    • Herbal/Traditional Paediatric Dietary Supplements
    • Herbal/Traditional Dietary Supplements
    • Herbal/Traditional Tonics
    • Allergy Eye Care
    • Antihistamines/Allergy Remedies (Systemic)
    • Paediatric Allergy Remedies
    • Topical Allergy Remedies/Antihistamines
      • Paediatric Acetaminophen
      • Paediatric Aspirin
      • Paediatric Combination Products - Analgesics
      • Paediatric Dipyrone
      • Paediatric Ibuprofen
      • Paediatric Naproxen
      • Paediatric Allergy Remedies
      • Paediatric Cough/Cold Remedies
      • Paediatric Diarrhoeal Remedies
      • Paediatric Indigestion and Heartburn Remedies
      • Paediatric Laxatives
      • Paediatric Motion Sickness Remedies
    • Paediatric Dermatologicals
    • Nappy (Diaper) Rash Treatments
    • Paediatric Vitamins and Dietary Supplements

Consumer Health

It is the aggregation of OTC, Vitamins and Dietary Supplements (VDS), Sports Nutrition, and Weight Management and Wellbeing

See All of Our Definitions
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This report originates from Passport, our Consumer Health research and analysis database.

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