Estonia

Overall, air care performed well in terms of volume growth. However, the standout performer in 2023 was liquid air fresheners, which in spite of significant price rises, also registered double-digit percentage volume growth. The strong performance…

Beer witnessed a trend for more premium, perceived healthier and more expensive products like ale, which also benefited from the return to the on-trade channel as Coronavirus (COVID-19) restrictions were lifted. The prices of beer and other types of…

Sales of analgesics return to their pre-pandemic performance in 2023. After the pandemic, seasonal colds and flus circulated more in the country as consumers socialised more without wearing masks, and sales of analgesics have returned to their usual…

Away-from-home tissue and hygiene in Estonia recorded double-digit growth in 2023. This strong value increase was largely due to price increases as inflationary pressures continued to be felt in the country. Away-from-home toilet paper experienced…

In 2023, baby and child-specific products recorded double-digit retail value growth. However, much of this was driven by inflation. Price hikes continued to add pressure to consumption patterns, with retail volume growth struggling in areas including…

Baby food is expected to register a fall in constant value sales, but volume growth will be moderate. Consumers are expected to be highly price sensitive and prioritise value for money, with a degree of trading down as inflation still bites, though…

In 2023, frozen cakes, sweet pies and tarts demonstrated the fastest current value growth in baked goods. Demand for these types of frozen baked goods is growing alongside the faster pace of life in Estonian society, although it remains a niche at…

In 2023, bath and shower in Estonia recorded solid double-digit retail value growth, while retail volume growth was positive in body wash/shower gel, hand sanitisers, intimate washes, intimate wipes and liquid soap.

In 2023, the beauty and personal care landscape in Estonia recorded positive retail value growth, somewhat driven by increased price points. However, inflation was not as high as in 2022, which led retail volume growth in areas such as skin care,…

As in 2021, ale posted the fastest total volume and value growth in 2022. This performance was connected with the trend for more premium, and expensive, beer, which is perceived to have a richer taste. Moreover, on-trade sales popularised ale more…

Bleach was the only home care product that registered a fall in volume sales in 2023. The increasing array of other effective cleaning products dampened volume sales of bleach. In addition, consumers are increasingly concerned about the chemical…

Functional bottled water registered by far the highest retail volume growth in 2023. A still small sales base and increasing demand drove the performance of functional bottled water at the end of the review period, while leaving room for further…

Hot cereals witnessed the fastest growth in retail volume and current value terms in 2023. Consumers consider hot cereals to be healthier and more nourishing than RTE cereals, as they contain beneficial vitamins. With the adoption of healthier eating…

This report assesses the business environment in Estonia, focusing on the regulatory environment, stability of the financial system, FDI intake, labour market flexibility and skillset, trade openness, mobility infrastructure, ICT adoption and…

Butter and spreads is expected to register muted constant value and volume growth in 2023. Economic uncertainty as a result of Russia’s invasion of Ukraine, the meteoric rise in inflation and tightening monetary policy continue to have an effect,…

Reduced sugar cola carbonates demonstrated the fastest retail volume growth in 2023. As more consumers become health-conscious and aware of the potential negative effects of excessive sugar consumption, there is a growing demand for healthier…

Cheese is expected to register muted constant value growth, but healthy volume growth in 2023. A significant number of newly-arrived migrants from Ukraine, escaping from the war, is also expected to increase volume sales. However, inflation is…

Chocolate confectionery is expected to be the best performing snack in 2023, with healthy constant value and volume growth. Per capita consumption is on the rise, largely fuelled by a growing appetite for dark chocolate, which is seen as healthier.…

Cider/perry continued to see a dip in off-trade volume sales in 2022. The growing popularity of flavoured/mixed lager had a negative effect on cider/perry. Cider/perry retail unit prices rose in 2022 due to the galloping inflation in the country.…

In 2022, the cigarettes category saw the continuation of the trend seen throughout the review period and registered a decline in volume sales. This trend is due to the rise in consumer health consciousness and the fall in the number of smokers. It…