Estonia

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…

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.…

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,…

Weight management products continue to have a low consumer base in Estonia. For many consumers, these products are not top of mind or the first choice for tackling weight loss. Still, category growth was registered as some consumers use these…

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'…