Estonia

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…

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…

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…

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…

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…

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.…

Away-from-home tissue and hygiene in Estonia recorded double-digit growth in 2023. This strong value increase was largely due to price increases as inflationary pressures continued to be felt in the country. Away-from-home toilet paper experienced…

In 2023, retail sales of menstrual care products in Estonia recorded double-digit growth, though this strong value increase was largely driven by price increases as inflationary pressures continued to be felt in the country. Slim/thin/ultra-thin…

Nappies/diapers/pants experienced a decline in volume sales in 2023, primarily attributed to the decreasing birth rate in the country. With fewer births, there is reduced demand for baby care products, including nappies, diapers, and pants. Economic…

The surge in volume growth for light adult incontinence products in 2023 reflects an increasing trend towards proactive health management among consumers in Estonia. With a growing emphasis on personal wellness, individuals are seeking solutions that…