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: 121 | Publication date: Jul 2009
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; Oral hygiene excl power toothbrushes; Premium cosmetics; Skin care; Sun care
Executive summary
Growth rate of cosmetics and toiletries declined in 2008
The high rate of growth in cosmetics and toiletries fell in 2008, compared with the high growth trend of the past couple of years. The reason for this was the high commodity prices that affected the inflation rate and effective consumer spending in the first part of 2008. This was followed by the start of a global recession triggered by the credit crunch in the main Western economies in the later part of 2008. Consumption habits in Estonians changed and consumers were less willing to spend money and look for ways to encounter good deals and limit their spending.
The high growth and development of the segment resulted from a faster pace of life, the development of natural organic, value-added and well being enhancing products, new product launches and advertising all contributed to the growth and these factors continued to aid growth in 2008.
Greener is the Thing to Be – If You Could Afford It
Estonians moved towards more affordable brands as the seriousness of the economic downturn pushed them into the saving mood. However, when consumers could afford, more premium-feel products were favoured. Hence, many mass products also created themselves a more premium image and so the line between premium and mass was getting blurrier. Mineral ingredients have now clearly entered the mass-market and are enjoying the interest and trust of the more health and environmentally conscious consumers. It definitely matters to Estonians what they are putting on their faces and bodies. Many new brands and products launched emphasised their natural ingredients and benefits by combining nature and science. However, toiletries and cosmetics is a complex world where producers are also trying to satisfy the growing need of achieving that professional make-up and hair look at home and quickly applied solutions as lifestyles are getting busier. Also, value –added products and those with more luxurious feel to them are appealing to consumers.
Multinationals dominate and domestic producers fight to survive
The cosmetics and toiletries are dominated by multinationals and the top companies such as L'Oréal Baltic SIA and Procter & Gamble Ltd are international players. Competition has been fierce and has required heavy investing in advertising. Sales techniques such as competitions, gifts with purchases, lotteries and discounts were heavily used instead of simply brand advertising. Estonians are heavily influenced by the media when it comes to deciding the purchase of the cosmetics and toiletries and so consumers are influenced by quality of the advertised brands. However, word of mouth is also an efficient way to sell a brand as has been the case with direct selling companies which are doing well in Estonia with their representatives having an influential direct contact with clients. The domestic companies are much more vulnerable to the economic crisis than the multinational manufacturers as they can not afford as much advertising.
Supermarkets/hypermarkets Increased their leading position
Supermarkets/hypermarkets dominate the distribution of cosmetics and toiletries as these continued expanding in Estonia during 2008. Consumers found it very convenient to do their cosmetics and toiletries shopping whilst grocery shopping. Even discounters increased their share for the same reasons. Health and beauty retailers came in second with their great specialist selection of products and advertised offers which attracted consumers.
The economic crisis takes its toll on forecast sales
Growth rates in many segments are predicted to be negative in the first years of the forecast period in Estonia as they are hit by the economic crisis. A falling and ageing population will not help this situation. What will matter for consumers are good price deals and products with natural ingredients.
Table of contents
COSMETICS AND TOILETRIES IN ESTONIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Growth rate of cosmetics and toiletries declined in 2008
Greener is the Thing to Be – If You Could Afford It
Multinationals dominate and domestic producers fight to survive
Supermarkets/hypermarkets Increased their leading position
The economic crisis takes its toll on forecast sales
MARKET DATA
Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2003-2008
Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2003-2008
Table 3 Sales of Premium Cosmetics by Sector: Value 2003-2008
Table 4 Sales of Premium Cosmetics by Sector: % Value Growth 2003-2008
Table 5 Cosmetics and Toiletries Company Shares by NBO Retail Value 2004-2008
Table 6 Cosmetics and Toiletries Company Shares by GBO Retail Value 2004-2008
Table 7 Cosmetics and Toiletries Brand Shares by Retail Value 2005-2008
Table 8 Penetration of Private Label by Sector by Retail Value 2003-2008
Table 9 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2003-2008
Table 10 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2008
Table 11 Forecast Sales of Premium Cosmetics by Sector: Value 2008-2013
Table 12 Forecast Sales of Premium Cosmetics by Sector: % Value Growth 2008-2013
APPENDIX
Gift Sets
DEFINITIONS
Summary 1 Research Sources
BABY CARE IN ESTONIA
Headlines
Trends
Competitive Landscape
Prospects
SECTOR DATA
Table 13 Sales of Baby Care by Subsector: Value 2003-2008
Table 14 Sales of Baby Care by Subsector: % Value Growth 2003-2008
Table 15 Baby Care Premium Vs Mass % Analysis 2003-2008
Table 16 Baby Care Company Shares by Retail Value 2004-2008
Table 17 Baby Care Brand Shares by Retail Value 2005-2008
Table 18 Baby Sun Care Brand Shares by Retail Value 2005-2008
Table 19 Forecast Sales of Baby Care by Subsector: Value 2008-2013
Table 20 Forecast Sales of Baby Care by Subsector: % Value Growth 2008-2013
Table 21 Forecast Baby Care Premium Vs Mass % Analysis 2008-2013
BATH AND SHOWER PRODUCTS IN ESTONIA
Headlines
Trends
Competitive Landscape
Prospects
SECTOR DATA
Table 22 Sales of Bath and Shower Products by Subsector: Value 2003-2008
Table 23 Sales of Bath and Shower Products by Subsector: % Value Growth 2003-2008
Table 24 Bath and Shower Products Premium Vs Mass % Analysis 2003-2008
Table 25 Bath and Shower Products Company Shares by Retail Value 2004-2008
Table 26 Bath and Shower Products Brand Shares by Retail Value 2005-2008
Table 27 Bath and Shower Products Premium Brand Shares 2005-2008
Table 28 Forecast Sales of Bath and Shower Products by Subsector: Value 2008-2013
Table 29 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2008-2013
Table 30 Forecast Bath and Shower Products Premium Vs Mass % Analysis 2008-2013
DEODORANTS IN ESTONIA
Headlines
Trends
Competitive Landscape
Prospects
SECTOR DATA
Table 31 Sales of Deodorants by Subsector: Value 2003-2008
Table 32 Sales of Deodorants by Subsector: % Value Growth 2003-2008
Table 33 Deodorants Premium Vs Mass % Analysis 2003-2008
Table 34 Deodorants Company Shares by Retail Value 2004-2008
Table 35 Deodorants Brand Shares by Retail Value 2005-2008
Table 36 Forecast Sales of Deodorants by Subsector: Value 2008-2013
Table 37 Forecast Sales of Deodorants by Subsector: % Value Growth 2008-2013
Table 38 Forecast Deodorants Premium Vs Mass % Analysis 2008-2013
HAIR CARE IN ESTONIA
Headlines
Trends
Competitive Landscape
Prospects
SECTOR DATA
Table 39 Sales of Hair Care by Subsector: Value 2003-2008
Table 40 Sales of Hair Care by Subsector: % Value Growth 2003-2008
Table 41 Hair Care Premium Vs Mass % Analysis 2003-2008
Table 42 Sales of Styling Agents by Type: % Value Breakdown 2005-2008
Table 43 Hair Care Company Shares by Retail Value 2004-2008
Table 44 Hair Care Brand Shares by Retail Value 2005-2008
Table 45 Forecast Sales of Hair Care by Subsector: Value 2008-2013
Table 46 Forecast Sales of Hair Care by Subsector: % Value Growth 2008-2013
Table 47 Forecast Hair Care Premium Vs Mass % Analysis 2008-2013
COLOUR COSMETICS IN ESTONIA
Headlines
Trends
Competitive Landscape
Prospects
SECTOR DATA
Table 48 Sales of Colour Cosmetics by Subsector: Value 2003-2008
Table 49 Sales of Colour Cosmetics by Subsector: % Value Growth 2003-2008
Table 50 Colour Cosmetics Premium Vs Mass % Analysis 2003-2008
Table 51 Colour Cosmetics Company Shares by Retail Value 2004-2008
Table 52 Colour Cosmetics Brand Shares by Retail Value 2005-2008
Table 53 Forecast Sales of Colour Cosmetics by Subsector: Value 2008-2013
Table 54 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2008-2013
Table 55 Forecast Colour Cosmetics Premium Vs Mass % Analysis 2008-2013
MEN’S GROOMING PRODUCTS IN ESTONIA
Headlines
Trends
Competitive Landscape
Prospects
SECTOR DATA
Table 56 Sales of Men's Grooming Products by Subsector: Value 2003-2008
Table 57 Sales of Men's Grooming Products by Subsector: % Value Growth 2003-2008
Table 58 Sales of Men's Razors and Blades by Type: % Value Breakdown 2005-2008
Table 59 Men's Grooming Products Company Shares by Retail Value 2004-2008
Table 60 Men's Grooming Products Brand Shares by Retail Value 2005-2008
Table 61 Men's Razors and Blades Brand Shares by Retail Value 2005-2008
Table 62 Forecast Sales of Men's Grooming Products by Subsector: Value 2008-2013
Table 63 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2008-2013
ORAL HYGIENE IN ESTONIA
Headlines
Trends
Competitive Landscape
Prospects
SECTOR DATA
Table 64 Sales of Oral Hygiene by Subsector: Value 2003-2008
Table 65 Sales of Oral Hygiene by Subsector: % Value Growth 2003-2008
Table 66 Sales of Oral Hygiene by Subsector: Value 2003-2008
Table 67 Sales of Oral Hygiene by Subsector: % Value Growth 2003-2008
Table 68 Sales of Manual and Power Toothbrushes by Type: Value 2003-2008
Table 69 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2003-2008
Table 70 Sales of Toothpaste by Type: % Value Breakdown 2005-2008
Table 71 Oral Hygiene Company Shares by Retail Value 2004-2008
Table 72 Oral Hygiene Brand Shares by Retail Value 2005-2008
Table 73 Forecast Sales of Oral Hygiene by Subsector: Value 2008-2013
Table 74 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2008-2013
Table 75 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2008-2013
Table 76 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2008-2013
FRAGRANCES IN ESTONIA
Headlines
Trends
Competitive Landscape
Prospects
SECTOR DATA
Table 77 Sales of Fragrances by Subsector: Value 2003-2008
Table 78 Sales of Fragrances by Subsector: % Value Growth 2003-2008
Table 79 Fragrances Premium Vs Mass % Analysis 2003-2008
Table 80 Fragrances Company Shares by Retail Value 2004-2008
Table 81 Fragrances Brand Shares by Retail Value 2005-2008
Table 82 Forecast Sales of Fragrances by Subsector: Value 2008-2013
Table 83 Forecast Sales of Fragrances by Subsector: % Value Growth 2008-2013
Table 84 Forecsast Fragrances Premium Vs Mass % Analysis 2008-2013
SKIN CARE IN ESTONIA
Headlines
Trends
Competitive Landscape
Prospects
SECTOR DATA
Table 85 Sales of Skin Care by Subsector: Value 2003-2008
Table 86 Sales of Skin Care by Subsector: % Value Growth 2003-2008
Table 87 Skin Care Premium Vs Mass % Analysis 2003-2008
Table 88 Skin Care Company Shares by Retail Value 2004-2008
Table 89 Skin Care Brand Shares by Retail Value 2005-2008
Table 90 Forecast Sales of Skin Care by Subsector: Value 2008-2013
Table 91 Forecast Sales of Skin Care by Subsector: % Value Growth 2008-2013
Table 92 Forecast Skin Care Premium Vs Mass % Analysis 2008-2013
DEPILATORIES IN ESTONIA
Headlines
Trends
Competitive Landscape
Prospects
SECTOR DATA
Table 93 Sales of Depilatories by Subsector: Value 2003-2008
Table 94 Sales of Depilatories by Subsector: % Value Growth 2003-2008
Table 95 Depilatories Company Shares by Retail Value 2004-2008
Table 96 Depilatories Brand Shares by Retail Value 2005-2008
Table 97 Forecast Sales of Depilatories by Subsector: Value 2008-2013
Table 98 Forecast Sales of Depilatories by Subsector: % Value Growth 2008-2013
SUN CARE IN ESTONIA
Headlines
Trends
Competitive Landscape
Prospects
SECTOR DATA
Table 99 Sales of Sun Care by Subsector: Value 2003-2008
Table 100 Sales of Sun Care by Subsector: % Value Growth 2003-2008
Table 101 Sun Care Premium Vs Mass % Analysis 2003-2008
Table 102 Sun Care Company Shares by Retail Value 2004-2008
Table 103 Sun Care Brand Shares by Retail Value 2005-2008
Table 104 Forecast Sales of Sun Care by Subsector: Value 2008-2013
Table 105 Forecast Sales of Sun Care by Subsector: % Value Growth 2008-2013
Table 106 Forecast Sun Care Premium Vs Mass % Analysis 2008-2013
ORTO AS
Strategic Direction
KEY FACTS
Summary 2 Orto AS: Key Facts
Summary 3 Orto AS: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 4 Orto AS: Competitive Position 2008
FARMAKON OOO
Strategic Direction
KEY FACTS
Summary 5 Farmakon OOO: Key Facts
Summary 6 Farmakon OOO: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 7 Farmakon OOO: Competitive Position 2008
FLORA KADRINA AS
Strategic Direction
KEY FACTS
Summary 8 Flora Kadrina AS: Key Facts
Summary 9 Flora Kadrina AS: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 10 Flora Kadrina AS: Competitive Position 2008
GOODKAARMA OU
Strategic Direction
KEY FACTS
Summary 11 GoodKaarma OU: Key Facts
Summary 12 GoodKaarma OU: Operational Indicators
Company Background
Production
Summary 13 GoodKaarma OU: Production Statistics 2007
Competitive Positioning
SVENSKY KAUBANDUSE AS
Strategic Direction
KEY FACTS
Summary 14 Svensky Kaubanduse AS: Key Facts
Summary 15 Svensky Kaubanduse AS: Operational Indicators
Company Background
Production
Competitive Positioning