Estonia

Sales of analgesics return to their pre-pandemic performance in 2023. After the pandemic, seasonal colds and flus circulated more in the country as consumers socialised more without wearing masks, and sales of analgesics have returned to their usual…

While savoury snacks is expected to register an increase in current value sales, constant value sales are expected to fall, due to high inflation. Volume growth is also expected to be muted. Savoury snacks with a healthier positioning are expected to…

While gum is expected to register an increase in current value sales, constant value sales are expected to fall, due to high inflation. Volume growth is also expected to be marginal. Gum is gradually losing popularity and it increasingly gets bad…

Hair care resumed its usual, pre-pandemic performance in 2022, following a revival in 2021 in most categories. Styling agents was the best-performing category in 2022, recording double-digit value and volume growth in the year. Styling agents was the…

Growth in direct selling current value sales in 2022 was up significantly on 2021. While this was partly because spiralling inflation caused unit prices to rise, the improvement was primarily explained by reduced concern about community transmission…

As fears surrounding the Coronavirus (COVID-19) pandemic eased and consumers started to spend less time at home, house cleaning routines were often less frequent or rigorous from 2021. As a result, overall retail volume growth continued to slow in…

Vitamins recorded strong double-digit growth during the pandemic as consumers purchased products to strengthen their immunity and boost their general health. However, with restrictions lifted and consumers resuming their usual daily activities,…

Snacks is expected to register healthy volume and more moderate constant value growth in 2023, despite continuing economic uncertainty as a result of Russia’s invasion of Ukraine, the meteoric rise in inflation and tightening monetary policy. In…

Sun care recorded strong double-digit growth in 2022 in both value and volume terms following the lifting of pandemic restrictions and the return of both local and international tourism in Estonia. Aftersun and self-tanning products have very limited…

During 2020, consumers were forced to spend more time at home in light of the Coronavirus (COVID-19) pandemic. In addition to lockdown and general home seclusion, more people had to work and study from home. This increased awareness of the home…

Digestive remedies is one of the smaller OTC categories in Estonia, encouraging less demand than vitamins and dietary supplements and analgesics, which most consumers use during periods of seasonal flu and colds. However, during 2022, the category is…

As in 2021, ale posted the fastest total volume and value growth in 2022. This performance was connected with the trend for more premium, and expensive, beer, which is perceived to have a richer taste. Moreover, on-trade sales popularised ale more…

Overall, the picture remained bleak for cigarettes in Estonia in 2022, with the category seeing a further sizeable drop in volume sales during the year. Several factors led to the volume decline in cigarettes. More people gave up smoking completely,…

Fragrances were negatively impacted by pandemic lockdowns, as with people spending significant amounts of time at home and not meeting with other people and socialising, there was less demand for fragrances. In 2021, with society gradually opening up…

In 2022, wipes registered both a healthy increase in value sales, also a moderate increase in volume sales. This was in spite of high inflation, mainly caused by an energy crisis, stemming from the war in nearby Ukraine. Cosmetic wipes were the best…

Changing trends and a perceived need for polishes over the review period were exacerbated by higher price-sensitivity from the onset of the Coronavirus (COVID-19) pandemic. As consumers prioritised essential and lower-priced brands or private label…

Post-pandemic habits are driving the growth of dietary supplements in 2023. During COVID-19, sales of dietary supplements increased in Estonia, with consumers seeking products to aid immunity and remain healthy, and sales continue to be supported by…

In terms of single categories, tequila (and mezcal) registered the fastest total volume growth in 2022. This performance can be explained by several factors: increased awareness of tequila (and mezcal); greater availability on retail shelves; and…

While grocery retailers in Estonia showed a markedly improved performance in terms of overall current value sales growth in 2022, this was mainly due to soaring inflation fuelled by the global recovery from the pandemic and the fallout of Russia’s…

In 2022, though there was a double-digit growth in current value sales of sanitary protection, volume growth was minimal. The war in nearby Ukraine had a significant impact, with the resultant energy crisis leading to soaring inflation and dampening…