Estonia

Market research on consumer products, commercial industries, demographics trends and consumer lifestyles in Estonia. Includes comprehensive data and analysis, tables and charts, with five-year forecasts.

Estonia StatisticsConsumer Lifestyles in EstoniaEstonia Country BriefingsFuture Demographics: Estonia in 2030

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    Strategy Briefing

    Strategy Briefing

    Laundry Care in Eastern Europe

    Jul 2018

    Eastern Europe is expected to see a somewhat improved performance after the economic downturn in some of its key markets. A number of factors will continue to impact both volume and value sales of laundry care, such as financial uncertainties, ...

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    Strategy Briefing

    Strategy Briefing

    Skin Care in Eastern Europe

    Jul 2018

    Skin care sales in Eastern Europe have shown unspectacular results as weak economies in the region’s largest countries have hindered sales. Turnovers are picking up with shoppers becoming more affluent as well as educated. Previously unseen brands ...

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    Country Report

    Country Report

    Cigarettes in Estonia

    Jul 2018

    The general consumption of cigarettes in Estonia is gradually falling as the smoking population declines and fewer young people are starting to smoke regularly. Bans on smoking in public places have had a measurable impact on smoking prevalence, with...

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    Country Report

    Country Report

    Cigars, Cigarillos and Smoking Tobacco in Estonia

    Jul 2018

    Smoking tobacco remained a cheaper alternative to cigarettes in 2017, with more regular cigarette smokers switching to loose fine cut tobacco or alternating between the two products. RYO tobacco accounted for the vast majority of sales as MYO tobacco...

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    Country Report

    Country Report

    Tobacco in Estonia

    Jul 2018

    In light of tightening legislative restrictions and Estonia’s falling population, tobacco continued to witness a decline in retail volume sales in 2017. Prices during the year were driven not only by an annual excise tax increase but also further ...

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    Country Report

    Country Report

    Smokeless Tobacco and Vapour Products in Estonia

    Jul 2018

    As of 1 January 2018, the vapour products category will be subject to excise tax of EUR69.50 plus 30% of the maximum wholesale price. This is being introduced to eliminate unfair competition, with the category having benefited from more liberal ...

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    Country Report

    Country Report

    Beer in Estonia

    Jun 2018

    Border trade intensification caused some of the loss in beer sales in 2017, as the total volume of beer bought by Estonians in Latvia represented 20% of Estonian local consumption. This is expected to increase in 2018/2019. Purchasing beer before ...

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    Country Report

    Country Report

    Cider/Perry in Estonia

    Jun 2018

    While domestic alcoholic drinks sales are drastically falling, craft cideries are struggling to fulfil the growing demand for niche, nonconventional products. Their sales are rapidly increasing. There are only eight craft cidermakers in Estonia and ...

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    Country Report

    Country Report

    Alcoholic Drinks in Estonia

    Jun 2018

    The Estonian alcohol industry is in the biggest turmoil in recent history. While the government is raising excise rates and tightening the restrictions on alcohol sales and advertising, manufacturers and retailers are facing major difficulties in ...

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    Country Report

    Country Report

    Rtds/High-Strength Premixes in Estonia

    Jun 2018

    RTDs has suffered accelerating decline since 2014, having reached saturation and maturity, and is being cannibalised by other light alcoholic drinks, such as cider, wine or beer with added flavours. The health trend conflicts with the perception of ...

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    Country Report

    Country Report

    Spirits in Estonia

    Jun 2018

    Spirits has been hit hardest by rising prices and consumers going to shop in Latvia. Shops in Valka, Latvia, have experienced tremendous success since excise started to climb in Estonia; their significant acceleration in profits is evidenced by their...

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    Country Report

    Country Report

    Wine in Estonia

    Jun 2018

    In 2017, wine was threatened for the first time since the 2008 crisis due to rising excise tax and border trade, although the latter had a stronger impact on beer and high alcohol content beverages. All wine categories showed moderate decline in 2017...

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    Country Profile

    Country Profile

    Estonia: Country profile

    May 2018

    The economy will moderate after an exceptional performance in 2017. Private consumption is the main driver while exports – which make up more than half of GDP – will grow at a double-digit pace. Fixed investment is weakening. Public investment will ...

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    Country Report

    Country Report

    Baby and Child-Specific Products in Estonia

    May 2018

    Baby wipes demonstrated the best performance amongst baby and child-specific products in 2017. Baby wipes was also the biggest category, accounting for nearly half of the overall category sales over the year. Baby wipes has become an essential ...

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    Country Report

    Country Report

    Bath and Shower in Estonia

    May 2018

    Estonian consumers are looking for bath and shower products that offer multiple benefits. Such products are mostly used on a daily basis and valued for less extensive routines and efficacy. For example, popularity of shower creams with cleansing and ...

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    Country Report

    Country Report

    Colour Cosmetics in Estonia

    May 2018

    BB and CC creams continued to see the highest growth in colour cosmetics in 2017. These products appeal to consumers with their multiple benefits – they provide light coverage together with skin moisturising properties. In addition to that, some BB ...

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    Country Report

    Country Report

    Depilatories in Estonia

    May 2018

    In 2017, value sales of depilatories declined. Rising disposable incomes have enabled more women to go to beauty salons for professional hair removal treatments. Depilation procedures performed at home are more time consuming and have a shorter ...

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    Country Report

    Country Report

    Fragrances in Estonia

    May 2018

    As a result of growing disposable income, consumers are upgrading to more expensive brands of fragrances. Whilst mass fragrances registered negative volume and stagnant value growth in 2017, volume sales of premium fragrances saw a smaller decline ...

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    Country Report

    Country Report

    Hair Care in Estonia

    May 2018

    In 2017, salon professional hair care registered strong growth in value and the strongest growth in volume, becoming the best-performing category in hair care. Due to increasing average disposable income, more Estonians can afford salon professional ...

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    Country Report

    Country Report

    Mass Beauty and Personal Care in Estonia

    May 2018

    Compared to the previous year, mass beauty and personal care registered more modest growth in 2017. In 2017, sales of mass products were growing slower than in the premium category, but are expected to remain positive in the near future. Consumers ...

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