Cosmetics And Toiletries in Estonia
Euromonitor International's Cosmetics And Toiletries in Estonia market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 120 | Publication date: Apr 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Baby care; Bath and shower products; Colour cosmetics; Deodorants; Depilatories; Fragrances; Hair care; Men's grooming products; Oral hygiene; Premium cosmetics; Skin care; Sun care
Executive summary
New Launches Help Cosmetics and Toiletries Market Grow
The Estonian cosmetics and toiletries market grew by almost 9% in current value terms in 2007. Growth was driven by consumers' willingness to spend more on cosmetics and toiletries. Even though unit prices did not rise in 2007, more high-quality and expensive products were launched as the purchasing power of Estonian consumers increased, and were well received by consumers.
Green Thinking and Natural Products Play Increasingly Important Role
In 2007 many new products based on natural ingredients entered to the market. Indian brand Himalaya was introduced here; a major campaign in TV and magazines helped it to reach to the customers. Cosmeceuticals producer Dr Hauschka cosmetics increased its market share. There were many educative events in contribution with other eco brands (cloth brands and food products) to increase people's awareness regarding environment and health importance. Estonian hand-made organic soap GoodKaarma won many prizes and Latvian natural brand Madara entered to the market successfully.
Domestic Producers Unable to Compete with Multinationals' Advertising Campaigns
The competition in the Estonian market for cosmetics and toiletries has been notable in recent years. There is a very wide choice of products on offer, and consumers pay more attention to brands that are aggressively advertised. Large multinational companies spend considerable amounts on advertising and sales promotions, such as sampling – particularly Nivea and L'Oréal – and this helps maintain the visibility of their brands. However, domestic Estonian company Orto AS has also made some successful launches, and competes strongly with multinationals. Their advantage is that Estonian consumers' are patriotic, and prefer to buy Estonian products to support local producers where possible. Domestic products are also considered better for the skin, with fewer artificial ingredients.
Health and Beauty Shops Successful Sales Stop in 2007
In 2007 there were opened many new health and beauty shops, but this did not stop the sales decline. The Body Shop increased its market share the most in 2006, opening two new shops in large shopping centres, but in 2007 their sales were not so successful because of the growing inflation and economical instability. Department stores increased in popularity, as they offer the widest product range, from mass brands to premium and natural products and attractive promotions. Direct selling is also increasingly popular. As well as Avon and Oriflame, Finnish player Dermoshop entered this environment very successfully two years ago. Estonian consumers like knowledgeable staff to give them advice regarding cosmetics and toiletries when making purchases, which is why they prefer retail outlets such as department stores, health and beauty shops and direct sellers.
Cosmetics and Toiletries Sector Increase Due to Changing Consumption Habits
The cosmetics and toiletries sector is expected to see a 4% constant value CAGR over the forecast period. Growth will mainly be driven by consumers' changing preferences in favour of higher quality products although such product groups as deodorants and men's grooming products are not expected to perform well. As Estonian accession to EU is continuously negative when talking about migration, the number of consumers will not increase. Product development, new launches and consumers' rising income will serve to maintain a healthy performance in value, but not volume sales.
Table of contents
COSMETICS AND TOILETRIES IN ESTONIA : MARKET INSIGHT
EXECUTIVE SUMMARY
New Launches Help Cosmetics and Toiletries Market Grow
Green Thinking and Natural Products Play Increasingly Important Role
Domestic Producers Unable to Compete with Multinationals' Advertising Campaigns
Health and Beauty Shops Successful Sales Stop in 2007
Cosmetics and Toiletries Sector Increase Due to Changing Consumption Habits
MARKET DATA
Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2002-2007
Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2002-2007
Table 3 Sales of Premium Cosmetics by Sector: Value 2002-2007
Table 4 Sales of Premium Cosmetics by Sector: % Value Growth 2002-2007
Table 5 Cosmetics and Toiletries Company Shares by NBO Retail Value 2003-2007
Table 6 Cosmetics and Toiletries Company Shares by GBO Retail Value 2003-2007
Table 7 Cosmetics and Toiletries Brand Shares by Retail Value 2004-2007
Table 8 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2002-2007
Table 9 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2007
Table 10 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2007-2012
Table 11 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2007-2012
Table 12 Forecast Sales of Premium Cosmetics by Sector: Value 2007-2012
Table 13 Forecast Sales of Premium Cosmetics by Sector: % Value Growth 2007-2012
APPENDIX
Gift Sets
DEFINITIONS
Summary 1 Research Sources
FARMAKON OU
Strategic Direction
Key Facts
Summary 2 Farmakon OU: Key Facts
Summary 3 Farmakon OU: Operational Indicators 2005-2006
Company Background
Production
Competitive Positioning
Summary 4 Farmakon OU: Competitive Position 2007
FLORA KADRINA AS
Strategic Direction
Key Facts
Summary 5 Flora Kadrina AS: Key Facts
Summary 6 Flora Kadrina AS: Operational Indicators 2005-2006
Company Background
Production
Competitive Positioning
Summary 7 Flora Kadrina AS: Competitive Position 2007
GOODKAARMA OU
Strategic Direction
Key Facts
Summary 8 GoodKaarma OU: Key Facts
Summary 9 GoodKaarma OU: Operational Indicators 2005-2006
Company Background
Production
Summary 10 GoodKaarma OU: Production Statistics 2007
Competitive Positioning
Summary 11 GoodKaarma OU: Competitive Position 2007
ORTO AS
Strategic Direction
Key Facts
Summary 12 Orto AS: Key Facts
Summary 13 Orto AS: Operational Indicators 2005-2007
Company Background
Production
Competitive Positioning
Summary 14 Orto AS: Competitive Position 2007
BABY CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 14 Sales of Baby Care by Subsector: Value 2002-2007
Table 15 Sales of Baby Care by Subsector: % Value Growth 2002-2007
Table 16 Baby Care Premium vs Mass % Analysis 2002-2007
Table 17 Baby Care Company Shares by Retail Value 2003-2007
Table 18 Baby Care Brand Shares by Retail Value 2004-2007
Table 19 Forecast Sales of Baby Care by Subsector: Value 2007-2012
Table 20 Forecast Sales of Baby Care by Subsector: % Value Growth 2007-2012
Table 21 Forecast Baby Care Premium vs Mass % Analysis 2007-2012
BATH AND SHOWER PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 22 Sales of Bath and Shower Products by Subsector: Value 2002-2007
Table 23 Sales of Bath and Shower Products by Subsector: % Value Growth 2002-2007
Table 24 Bath and Shower Products Premium vs Mass % Analysis 2002-2007
Table 25 Bath and Shower Products Company Shares by Retail Value 2003-2007
Table 26 Bath and Shower Products Brand Shares by Retail Value 2004-2007
Table 27 Forecast Sales of Bath and Shower Products by Subsector: Value 2007-2012
Table 28 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2007-2012
Table 29 Forecast Bath and Shower Products Premium vs Mass % Analysis 2007-2012
DEODORANTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 30 Sales of Deodorants by Subsector: Value 2002-2007
Table 31 Sales of Deodorants by Subsector: % Value Growth 2002-2007
Table 32 Deodorants Premium vs Mass % Analysis 2002-2007
Table 33 Deodorants Company Shares by Retail Value 2003-2007
Table 34 Deodorants Brand Shares by Retail Value 2004-2007
Table 35 Deodorants Premium Brand Shares 2007
Table 36 Forecast Sales of Deodorants by Subsector: Value 2007-2012
Table 37 Forecast Sales of Deodorants by Subsector: % Value Growth 2007-2012
Table 38 Forecast Deodorants Premium vs Mass % Analysis 2007-2012
HAIR CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 39 Retail Sales of Styling Agents by Type 2003-2007
Table 40 Sales of Hair Care by Subsector: Value 2002-2007
Table 41 Sales of Hair Care by Subsector: % Value Growth 2002-2007
Table 42 Hair Care Premium vs Mass % Analysis 2002-2007
Table 43 Hair Care Company Shares by Retail Value 2003-2007
Table 44 Hair Care Brand Shares by Retail Value 2004-2007
Table 45 Hair Care Premium Brand Shares 2007
Table 46 Forecast Sales of Hair Care by Subsector: Value 2007-2012
Table 47 Forecast Sales of Hair Care by Subsector: % Value Growth 2007-2012
Table 48 Forecast Hair Care Premium vs Mass % Analysis 2007-2012
COLOUR COSMETICS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 49 Sales of Colour Cosmetics by Subsector: Value 2002-2007
Table 50 Sales of Colour Cosmetics by Subsector: % Value Growth 2002-2007
Table 51 Colour Cosmetics Premium vs Mass % Analysis 2002-2007
Table 52 Colour Cosmetics Company Shares by Retail Value 2003-2007
Table 53 Colour Cosmetics Brand Shares by Retail Value 2004-2007
Table 54 Colour Cosmetics Premium Brand Shares 2007
Table 55 Forecast Sales of Colour Cosmetics by Subsector: Value 2007-2012
Table 56 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2007-2012
Table 57 Forecast Colour Cosmetics Premium vs Mass % Analysis 2007-2012
MEN'S GROOMING PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 58 Retail Sales of Electric Shavers 2003-2006
Table 59 Sales of Men's Grooming Products by Subsector: Value 2002-2007
Table 60 Sales of Men's Grooming Products by Subsector: % Value Growth 2002-2007
Table 61 Sales of Men's Razors and Blades by Type 2005-2007
Table 62 Men's Grooming Products Company Shares by Retail Value 2003-2007
Table 63 Men's Grooming Products Brand Shares by Retail Value 2004-2007
Table 64 Forecast Sales of Men's Grooming Products by Subsector: Value 2007-2012
Table 65 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2007-2012
ORAL HYGIENE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 66 Sales of Oral Hygiene by Subsector: Value 2002-2007
Table 67 Sales of Oral Hygiene by Subsector: % Value Growth 2002-2007
Table 68 Sales of Manual and Power Toothbrushes by Type: Value 2002-2007
Table 69 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2002-2007
Table 70 Oral Hygiene Company Shares by Retail Value 2003-2007
Table 71 Oral Hygiene Brand Shares by Retail Value 2004-2007
Table 72 Forecast Sales of Oral Hygiene by Subsector: Value 2007-2012
Table 73 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2007-2012
Table 74 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2007-2012
Table 75 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2007-2012
FRAGRANCES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 76 Sales of Fragrances by Subsector: Value 2002-2007
Table 77 Sales of Fragrances by Subsector: % Value Growth 2002-2007
Table 78 Fragrances Premium vs Mass % Analysis 2002-2007
Table 79 Fragrances Company Shares by Retail Value 2003-2007
Table 80 Fragrances Brand Shares by Retail Value 2004-2007
Table 81 Forecast Sales of Fragrances by Subsector: Value 2007-2012
Table 82 Forecast Sales of Fragrances by Subsector: % Value Growth 2007-2012
Table 83 Forecast Fragrances Premium vs Mass % Analysis 2007-2012
SKIN CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 84 Sales of Skin Care by Subsector: Value 2002-2007
Table 85 Sales of Skin Care by Subsector: % Value Growth 2002-2007
Table 86 Skin Care Premium vs Mass % Analysis 2002-2007
Table 87 Skin Care Company Shares by Retail Value 2003-2007
Table 88 Skin Care Brand Shares by Retail Value 2004-2007
Table 89 Skin Care Premium Brand Shares 2007
Table 90 Forecast Sales of Skin Care by Subsector: Value 2007-2012
Table 91 Forecast Sales of Skin Care by Subsector: % Value Growth 2007-2012
Table 92 Forecast Skin Care Premium vs Mass % Analysis 2007-2012
DEPILATORIES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 93 Sales of Depilatories by Subsector: Value 2002-2007
Table 94 Sales of Depilatories by Subsector: % Value Growth 2002-2007
Table 95 Depilatories Company Shares by Retail Value 2003-2007
Table 96 Depilatories Brand Shares by Retail Value 2004-2007
Table 97 Forecast Sales of Depilatories by Subsector: Value 2007-2012
Table 98 Forecast Sales of Depilatories by Subsector: % Value Growth 2007-2012
SUN CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 99 Sales of Sun Care by Subsector: Value 2002-2007
Table 100 Sales of Sun Care by Subsector: % Value Growth 2002-2007
Table 101 Sun Care Premium vs Mass % Analysis 2002-2007
Table 102 Sun Care Company Shares by Retail Value 2003-2007
Table 103 Sun Care Brand Shares by Retail Value 2004-2007
Table 104 Forecast Sales of Sun Care by Subsector: Value 2007-2012
Table 105 Forecast Sales of Sun Care by Subsector: % Value Growth 2007-2012
Table 106 Forecast Sun Care Premium vs Mass % Analysis 2007-2012