Estonia

Market research on consumer products, commercial industries, demo...

Market research on consumer products, commercial industries, demographics trends and consumer lifestyles in Estonia. Includes comprehensive data and analysis, tables and charts, with five-year forecasts.

Country Report

Surface Care in Estonia

Feb 2024

In 2023, multi-purpose cleaners remained the largest segment in surface care and also registered the highest volume growth. With inflation still being high, consumers were price sensitive and appreciated the convenience and perceived value for money…

USD 1,195
Country Report

Hot Drinks in Estonia

Jan 2024

Hot drinks in Estonia increased in both value and volume terms in 2023 due to the growing emphasis on healthy living, which has encouraged consumers to opt for beverages that not only satisfy their thirst but also contribute to their overall…

USD 2,450
Country Report

Bottled Water in Estonia

Jan 2024

Functional bottled water registered by far the highest retail volume growth in 2023. A still small sales base and increasing demand drove the performance of functional bottled water at the end of the review period, while leaving room for further…

USD 1,195
Country Report

Laundry Care in Estonia

Feb 2024

Though inflation eased in 2023, it was still high. As such, laundry care registered marginal constant value growth and minimal volume growth. Fabric softener registered the highest value growth, but it was liquid detergent that registered the highest…

USD 1,195
Country Report

Home Insecticides in Estonia

Feb 2024

Home insecticides is a seasonal product, where demand can vary from summer to summer, based on the size of the insect population. With the summer of 2023 not as hot as the previous year, volume growth was marginal. The standout performer was…

USD 1,195
Country Report

Coffee in Estonia

Jan 2024

Fresh coffee recorded the fastest volume and value growth in 2023 due to the rising demand for natural products. As coffee is the most popular hot drink in Estonia and thanks to the growing emphasis on healthy living, Estonians are willing to pay…

USD 1,195
Country Report

RTD Tea in Estonia

Jan 2024

Reduced sugar still RTD tea continued to post the fastest off-trade volume and current value growth in 2023. This trend mirrored the changes in consumer preferences, as more individuals looked for healthier beverages as part of wider healthier…

USD 1,195
Country Report

Air Care in Estonia

Feb 2024

Overall, air care performed well in terms of volume growth. However, the standout performer in 2023 was liquid air fresheners, which in spite of significant price rises, also registered double-digit percentage volume growth. The strong performance…

USD 1,195
Country Report

Juice in Estonia

Jan 2024

Juice is increasingly seen as an unhealthy, sugary drink by consumers in Estonia. During the review period the category was impacted negatively as more and more consumers became aware of the high sugar content in packaged juice products. This trend…

USD 1,195
Country Report

Energy Drinks in Estonia

Jan 2024

In 2023, energy drinks saw strong increases in on- and off-trade volume and current value growth. In the retail channel, double-digit volume growth was tied to the robustness of remote work set-ups, which could blur the line between work and personal…

USD 1,195
Country Report

Polishes in Estonia

Feb 2024

Overall, polishes registered marginal volume growth in 2023, as well as a fall in constant value sales, as continuing rising costs hit profit margins. Furniture polish was the strongest performer in terms of value and volume growth, with metal polish…

USD 1,195
Country Report

Tea in Estonia

Jan 2024

Black tea recorded the fastest value growth in 2023 due to the rising popularity of premium and speciality black teas. Consumers are willing to pay a premium for high-quality black teas sourced from specific regions, with unique flavours, such as the…

USD 1,195
Country Report

Soft Drinks in Estonia

Jan 2024

Energy drinks, led by the reduced sugar format, posted double-digit off-trade volume growth in 2023, while most other categories saw moderates increases. The exceptions were RTD tea and juice, which registered small decreases in retail volume sales…

USD 2,450
Country Report

Bleach in Estonia

Feb 2024

Bleach was the only home care product that registered a fall in volume sales in 2023. The increasing array of other effective cleaning products dampened volume sales of bleach. In addition, consumers are increasingly concerned about the chemical…

USD 1,195
Country Report

Carbonates in Estonia

Jan 2024

Reduced sugar cola carbonates demonstrated the fastest retail volume growth in 2023. As more consumers become health-conscious and aware of the potential negative effects of excessive sugar consumption, there is a growing demand for healthier…

USD 1,195
Country Report

Toilet Care in Estonia

Feb 2024

With inflation still high, toilet care registered a fall in constant value sales, as continuing rising costs hit profit margins. Toilet liquid/foams continued to account for most value and volume sales and also registered the highest growth.…

USD 1,195
Country Report

Home Care in Estonia

Feb 2024

With continuing economic uncertainty, as a result of the Russian invasion of Ukraine, home care registered muted volume growth, in spite of an increased population, due to the arrival of a significant number of immigrants from Ukraine. Also, while…

USD 2,750
Country Report

Dishwashing in Estonia

Feb 2024

About four-tenth of Estonian households own a dishwasher and despite reduced purchasing power, consumers were still reluctant to forego the convenience of automatic dishwashing. Instead, they traded down and for instance opted for powder instead of…

USD 1,195
Country Report

Concentrates in Estonia

Jan 2024

The powder format continued to register the fastest off-trade volume and current value growth in concentrates in 2023. The popularity of powder concentrates stems from their cost-effectiveness, portability, ease of preparation and long shelf life.…

USD 1,195
Country Report

Sports Drinks in Estonia

Jan 2024

In 2023, albeit from a relatively low base, sports drinks in Estonia experienced healthy growth in retail volume terms and fast growth in retail current value terms. The development and growth of the category was primarily driven by the increasing…

USD 1,195
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