Estonia

In 2023, hair care in Estonia recorded double-digit retail value sales, driven by rising inflation, while volume growth was positive in all areas of bar hair loss treatment. Conditioners showcased strong growth in 2023, while professional hair care…

Sales of herbal/traditional products are set to record further growth in 2023 as they continue to benefit from the growing trend towards products with natural ingredients, which consumers believe to be just as effective without as many chemical side…

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…

Hot drinks in Estonia increased in both value and volume terms in 2023 due to the growing emphasis on healthy living, which has encouraged consumers to opt for beverages that not only satisfy their thirst but also contribute to their overall…

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…

Juice is increasingly seen as an unhealthy, sugary drink by consumers in Estonia. During the review period the category was impacted negatively as more and more consumers became aware of the high sugar content in packaged juice products. This trend…

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…

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…

Chilled ready meals demonstrated the highest volume and value growth in 2023. These products became popular in Estonia following the lifting of pandemic quarantine restrictions and the return to work, with consumers opting for chilled ready meals as…

In 2023, men's grooming in Estonia showcased a positive performance, with double-digit retail value growth and standout volume performances from men's fragrances and bath and shower products. While men's grooming suffered from COVID-19 lockdowns,…

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…

Despite steep price hikes resulting from the dramatic and prolonged spike in inflation, overall current value sales growth for non-grocery retailers in Estonia in 2022 was only slightly stronger than that recorded in 2021. Demand in all channels was…

Oral care in 2023 showcased strong growth in Estonia, with double-digit retail value growth and positive, double-digit retail volume growth in areas including denture care, power toothbrushes and electric toothbrushes. Growing consumer education and…

Other dairy continues to be a sizeable product area, largely supported by the popularity of cream and fromage frais and quark. In 2023, it is expected to register minimal constant value growth and moderate volume growth. In 2023, chilled desserts is…

Other plant-based hot drinks showed the fastest volume and value growth in other drinks in 2023. As more Estonians adopt vegetarian, vegan, or plant-based diets due to environmental concerns or dairy allergy/intolerance, the demand for alternatives…

Sales of the paediatric consumer health products are seeing solid value growth in 2023, with positive volume growth in most areas, especially paediatric cough, cold and allergy remedies, which are benefiting colds and flus spreading again now that…

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…

While sales are still relatively low, there is an appetite for plant-based dairy and it is expected to register very healthy current value and volume growth in 2023. Value sales are largely driven by younger consumers, who consider plant-based…