Estonia

Baby food is expected to register a fall in constant value sales, but volume growth will be moderate. Consumers are expected to be highly price sensitive and prioritise value for money, with a degree of trading down as inflation still bites, though…

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…

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 2023, sales of sports nutrition are benefiting from consumers leading increasingly healthy lifestyles and rising nutrition education. In addition, sports nutrition products are now very well perceived as the scepticism among the general public…

While sugar confectionery 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. In terms of value growth, mints are expected to be the…

The performance of cigars, cigarillos and smoking tobacco in Estonia in 2023 diverged according to category. Cigars and, to a much lesser extent, cigarillos saw faster retail volume growth, compared to 2022, while smoking tobacco saw a stronger…

In 2023, retail value sales in mass beauty and personal care in Estonia recorded double-digit retail value growth. While this is below the value growth for premium offerings, the vast majority of sales are generated by mass products. Key areas for…

Olive oil recorded the fastest value and volume growth in 2023 as more Estonians adopt a healthy diet. Consumers have become more mindful of the food and ingredients they consume, leading many to opt for healthier edible oils such as olive oil.…

Ice cream is expected to register moderate volume growth, though constant value sales are expected to be unchanged, as continuing high inflation cuts into profitability. With inflation still being high, consumers look for value for money and Unilever…