Estonia

Nut and seed based spreads demonstrated the fastest volume growth in 2023 thanks to the growing number of vegetarians who rely on nuts and seeds as a key source of protein and nutrition. In addition, the category is still in its early stages of…

Sweet biscuits, snack bars and fruit snacks are expected to register muted constant value growth, as inflation still remains high, as well as muted volume growth. This sector was particularly affected by the rising price of wheat, with Ukraine…

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…

In 2023, sun care in Estonia recorded strong retail value and volume sales, with positive retail volume sales in all product areas. Sun protection recorded the strongest retail volume growth, boosted by the warm weather in the country. In…

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…

In 2023, demand for staple foods has recovered slightly after several years of decline. Retail volume sales was under pressure for much of the review period, due to surging production costs and rising inflation, which forced prices up. Although…

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…

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…

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…