Estonia

The year 2023 was neither the best nor the worst year for beer sales in Estonia. Following the post-pandemic recovery in 2022, 2023 saw a reconsideration of consumer purchasing habits, especially in the face of economic slowdown. Consumers were more…

Within tobacco in Estonia, cigarettes continued to struggle to maintain demand in 2023. Smoking prevalence in terms of cigarettes saw a further small decrease at the end of the review period. This was underpinned by heightened health concerns as well…

In 2023, fragrances in Estonia recorded double-digit retail value growth, driven by the premium segment. While retail volume growth was positive in all areas of premium fragrances, mass fragrances declined, with mass fragrance sets/kits recording…

In 2023, retail sales of wipes recorded steady growth, though this value growth was largely driven prices increases as inflationary pressures continued to be felt in the country. Intimate wipes experienced robust volume growth in 2023, emerging as…

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…

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…

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…

Wine sales stagnated in 2023. However, this is not entirely bad news – after intense growth over the historic period, the category was bound to reach a limit. Additionally, the challenging economic conditions in 2023 further influenced consumers'…

Oral care in 2023 showcased strong growth in Estonia, with double-digit retail value growth and positive, double-digit retail volume growth in areas including denture care, power toothbrushes and electric toothbrushes. Growing consumer education and…

In 2023, deodorants in Estonia saw positive retail value, with growing awareness and a strong advertising campaign in men's deodorants adding momentum to sales. Sales of deodorants also benefited from consumers returning to their social and…

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…

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…

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.…

In 2023, sales of alcoholic drinks in Estonia experienced a pause following the hectic pandemic and post-pandemic periods. The local economy's underperformance added pressure on consumption. However, cross-border trade with Finland and Latvia…

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…

In 2023, spirits in Estonia experienced a calmer year compared to previous ones. After the fluctuations during the pandemic, sales of spirits demonstrated a more stagnant performance. The product area took a breather, stabilising after the volatility…

In 2023, retail sales of retail tissue in Estonia recorded solid growth, both in value and volume terms. Boxed facial tissues experienced remarkable volume growth in 2023, driven by heightened consumer awareness and evolving lifestyle trends. The…

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…

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…

In 2023, men's grooming in Estonia showcased a positive performance, with double-digit retail value growth and standout volume performances from men's fragrances and bath and shower products. While men's grooming suffered from COVID-19 lockdowns,…