Estonia

Eastern Europe’s digital development continues as consumers increasingly embrace digital services. Consumers previously suspicious of the safety of online payments began to trust and value the convenience of fast and secure online payment methods as…

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…

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…

Sales of dermatologicals have benefited from the return to normal activities following the lifting of pandemic-related restrictions. Consumers are out in public again and socialising and are consequently looking to treat any conditions to ensure thy…

In 2023, depilatories in Estonia recorded positive retail value growth, with retail volume sales rising in hair removers/bleaches and women’s razors and blades. This was an improvement compared to the review period, with the warm weather in 2023…