Eastern Europe

The demands of busy and stressful lifestyles in Bulgaria have given rise to a significant increase in the demand for sleep aids. As modern life becomes increasingly fast-paced and work-related pressures intensify, many individuals find themselves…

While sleep aids is poised to record strong growth in current value sales in 2023, this is mainly due to price hikes amidst high inflation fuelled by the global recovery from COVID-19 and the fallout of Russia’s invasion of Ukraine. With inflationary…

The sports nutrition category has seen international brands, such as Post Holdings Inc, Optimum Nutrition Inc, and Pure Nutrition Technology, establish strong positions in the Bulgarian market. International brands typically offer a wide range of…

Sports nutrition has remained one of the best performing areas of Hungary’s consumer health market in 2023, with strong double-digit growth in total current value sales projected and all categories poised to register impressive results in volume…

The sports nutrition category is expected to see continued dynamic growth in 2023. As Serbians have returned to pre-pandemic lifestyles, they have spent more time outdoors and in gyms. Moreover, the experience of the COVID-19 crisis boosted consumer…

Consumers in Bulgaria are becoming more health conscious, seeking ways to boost their immune systems, improve their energy levels, and maintain general wellbeing. Already prominent prior to the pandemic, the health and wellness trend received a…

Vitamins is set to record negative results in volume and current value terms for the second year in a row in 2023. While overall consumption of these products in Hungary surged during the early stages of the pandemic due to increased…

The vitamins category saw a significant decrease in volume sales of both single vitamins and multivitamins in 2022, which is set to continue in 2023. According to trade interviews, in the first quarter of 2023 volumes declined by 30% compared with…

Social media has become a powerful influence in the market for weight management and wellbeing products in Bulgaria. These platforms, which include Instagram, Facebook, YouTube, and especially TikTok, provide consumers with access to videos promoting…

Although weight management and wellbeing is set to register another solid performance in terms of total current value sales growth in 2023, this is largely due to steep price hikes resulting from persistently high inflation in Hungary. With the…

Disposable income decline and growing prices are leading to a drop in retail volume sales of weight management and wellbeing in 2023. Economising consumers are visiting pharmacies to purchase necessary products, but, as consumers have become more…

The return to outdoor activities in Bulgaria following the lifting of COVID-19 restrictions and the end of home seclusion have had a positive impact on sales of wound care products. As people re-engage in various outdoor pursuits such as sports,…

As occurred in 2022, wound care is set to post moderate growth in current value sales in 2023 but contract in volume terms. These results are explained by persistently high inflation in Hungary, which has continued to erode spending power among…

Consumption of wound care is being stimulated by Serbians’ return to pre-pandemic lifestyles. As consumers spend more time outside their homes, the incidence of the kind of minor injury that requires wound care is rising. In addition, the health and…

Analgesics in Slovenia are projected to experience significant growth in current retail value throughout 2023. Both adult and paediatric analgesics are performing well. During the latter part of the review period, the sector benefited from the…

Due to the war in Ukraine, increasing energy and production costs, and the ongoing impact of COVID-19, prices have inflated significantly in Slovenia. This has been the primary reason for high current retail value growth in 2023. Levels of retail…

During the past few years, Slovenia has experienced a virtually non-existent flu season due to the outbreak of COVID-19. This led to individuals opting to stay at home and, when going out in public, adhering to practices like wearing face masks,…

Increasing consumer demand for medicated skin care products drives sales growth in dermatologicals in 2023. The aspiration for well-maintained and healthy skin is expanding from beauty and personal care to include dermatological products, as these…

The COVID-19 pandemic, conflict in Ukraine, and escalating living expenses have intensified mental health worries among Slovenian consumers. Consequently, many are searching for dietary supplements and vitamins that enhance their mood and alleviate…

Constipation remains a prevalent issue among Slovenian consumers, leading them to increasingly find natural methods of alleviating symptoms. These methods include adopting healthier and more balanced eating habits, engaging in regular physical…

Driven by a stronger consumer emphasis on health and wellbeing, current value sales of herbal/traditional products are experiencing moderate growth in 2023. In Slovenia, there is an emerging preference for herbal/traditional products over standard…

The preference for herbal/traditional products has grown over the review period, driven by the demand for natural and 'clean' ingredients. This trend is evident in Slovenia across consumer healthcare, including paediatric consumer health, where…

Whilst Georgia’s government finances have improved and a low tax burden benefits businesses, governance is becoming more authoritarian and moving away from democratic ideals. Economic development was extremely robust in 2022, thanks to tourism,…

Although Lithuania enjoys economic freedom and solid state finances, relations with neighbours have worsened and add to uncertainty. The economy has been hindered by the highest inflation rate in the eurozone and output growth could enter negative…

Sports Nutrition is thriving in Slovenia, as the fitness culture is gaining significant traction. Despite constrained budgets and lower income levels compared to the EU average, gyms and sports are increasingly becoming an essential aspect of life,…

The pandemic resulted in shifts in vitamin consumption and purchasing in Slovenia. Consumers are emphasising preventive health measures more, and individuals who previously did not purchase them are using vitamins and supplements. The COVID-19…

Rates of obesity are increasing in Slovenia, with lifestyles changing rapidly, with labour-intensive jobs switching to office jobs, which require little movement. At the same time, COVID-19 contributed to social distancing, which made people less…

Upon the Russian invasion of Ukraine, retail sales of wound care in Slovenia experienced growth, with the general population in Slovenia purchasing essential wound care items to offer as donations to those affected in Ukraine. The Ministry of Health…

Tourist visitor levels in Poland recovered in 2023, despite global macroeconomic pressures such as high inflation and the rapid escalation of living costs. This was an improvement on previous years when the pandemic prevented people from travelling.…

Value sales of fine wines/champagne and spirits grew by 20% to total PLN1.7 billion in 2023, boosted by consumers’ desire to enjoy themselves after the pandemic. Enjoying a drink with friends remains a priority leisure activity, following on from the…

Although Ecuador is applying greater fiscal discipline, economic freedom remains constrained by state influence and a weak rule of law. Economic growth is set to slow further and reliance on commodity exports is very high, but inflation is relatively…

Personal luxury retail value sales increased by 18% in 2023 to amount to PLN6.6 billion, supporting growth recorded by leading brand providers, such as L’Oréal Polska Sp zoo, Kering SA and Chanel SA. Sales fell by 19% in 2020 due to the pandemic, but…

Although economic freedom has worsened and political instability persists, state finances have improved and taxation is low. North Macedonia’s economy has struggled under the weight of elevated inflation, but this is falling and foreign investment…

Value sales of premium and luxury cars grew by 8% to total PLN25 billion in 2023 due to rising demand from higher-income consumers, with expenditure proving resilient despite wider macroeconomic headwinds. Premium and luxury cars offer exceptional…

Tourist visitor levels in Romania recovered in 2023, despite global macroeconomic pressures like high inflation and the rapid escalation of living costs. International tourism increased by 40% January-July compared with the corresponding period in…

Retail current value sales of fine wines/champagne and spirits grew by 15% in 2023 to total RON505 million. This was the result of the consumer desire to indulge themselves after the pandemic. Socialising over a drink with friends remains a priority…

Retail current value sales of luxury goods in Romania rose by 12% in 2023 to stand at RON9.8 billion. There was a clear focus on recovery in the post-Coronavirus (COVID-19) lockdown period, with luxury shoppers keen to indulge in activities that may…

Personal luxury retail value sales increased by 21% in 2023 to amount to RON4.6 billion. Growth was supported by leading brand owners, such as LVMH Moët Hennessy Louis Vuitton SA, L’Oréal Romania SRL and Cie Financière Richemont SA. Growth in 2023…

Retail current value sales of premium and luxury cars rose by 3% in 2023 to reach RON4.3 billion, aided by augmented demand from affluent buyers despite macroeconomic challenges. Wealth determines the degree of demand that exists for premium and…

A low corporate tax rate and better finances are leading to enhanced economic freedom in Croatia, although corruption continues to be an issue and politics is moving to the right. Adoption of the euro could boost investment and tourism, but the…

Although Estonia enjoys substantial economic freedom and tackles corruption effectively, state finances are deteriorating but remain sustainable. The economy is experiencing recession and stagflation, whilst its highly open nature creates risks for…

In 2022, dried baby food was only offered in three pack types: flexible aluminium/plastic, flexible plastic and folding cartons. However, flexible aluminium/plastic was the dominant packaging format in this category, as it is easy to open, reseal and…

Flexible plastic remained the dominant pack type in confectionery packaging in 2022. Flexible plastic continues to be chosen by manufacturers since it provides an excellent barrier against external contamination, such as dust, moisture or sunlight,…

After dairy packaging unit volumes grew at their fastest rate in almost a decade in 2020, with COVID-19 the main driver of this, with slightly above-average growth also being seen in 2021, sales continued to increase in 2022. Cheese, one of the main…

Flexible plastic remained the dominant pack type in soup in 2022, helped by its strong usage in dry soup, the biggest category, although folding cartons are also widely used in dry soup. Flexible plastic packaging comes in a variety of shapes and…

Inflation and rising interest rates kept the Polish light vehicle market subdued in 2022; however, the next five years should bring it back on a moderate growth path. The electric vehicle fleet, albeit lagging behind Western European countries, is…

In recent years, there has been a marked shift in the range of products available on store shelves in Poland, with plant-based milks now available in almost every shop, offering a wide selection. Similarly, once hard to find, plant-based yoghurts and…

Due to their robustness and long shelf life, metal food cans remain the dominant pack type in shelf stable fruit and vegetables, in which shelf stable vegetables account for the bulk of demand. However, alternatives to metal food cans, including…

Metal food cans continue to be the main packaging format used in both shelf stable meat and shelf stable seafood in Poland. Canned seafood, particularly fish, is a low-acid meal ingredient or solution that rapidly promotes the growth of microbes if…

There was a sharp acceleration in the rate of growth in demand for sauces, dips and condiments packaging during 2020, as consumers spent more time at home and prepared and ate more meals and snacks there. This continued in 2021, with the COVID-19 and…