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

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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Country Report

Country Report

Men's Grooming in Estonia

May 2018

In 2017, hair care and skin care were the fastest-growing categories in men’s grooming. Estonian men, especially the younger generation, have become more preoccupied with their appearance and are beginning to use hair and skin care products on a ...

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Country Report

Country Report

Oral Care in Estonia

May 2018

Estonian customers are quite conservative in relation to choosing a toothbrush. Manual toothbrushes of well-known international brands and private label are often given preference over power and electric toothbrushes, which are considerably more ...

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Country Report

Country Report

Beauty and Personal Care in Estonia

May 2018

Beauty and personal care in Estonia registered a healthy performance in 2017, with current value growth being largely in line with the previous year’s growth. The market was primarily driven by rising monthly salaries, which boosted consumer ...

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Country Report

Country Report

Premium Beauty and Personal Care in Estonia

May 2018

In Estonia, monthly gross salaries have been increasing since 2011, with year-on-year growth in the range of 6-8%. This trend has positively affected the sales of premium beauty and personal care products, as they have become more affordable. In ...

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Country Report

Country Report

Skin Care in Estonia

May 2018

As the average income continues to grow, skin care is being transformed by changing consumer behaviour. Mass products are being increasingly replaced by premium products, including dermocosmetics. In 2017, premium skin care registered faster value ...

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Country Report

Country Report

Sun Care in Estonia

May 2018

Due to Estonia’s northern climate, demand for sun care remains relatively low even in summer. A short sunbathing season that only lasts from June to August creates a risk of overstocking for both manufacturers and retailers, and discourages new ...

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Country Report

Country Report

Deodorants in Estonia

May 2018

When choosing a deodorant, Estonians continued to prefer sprays and roll-ons over other formats in 2017. Cream deodorants appeared in the Estonian marketplace several years ago, but so far have not managed to build a solid consumer base. Cream format...

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Strategy Briefing

Strategy Briefing

Renewable Energy Expansion Opportunities for B2B Sectors

Apr 2018

Local and international community support has allowed renewable energy expansion to gain pace, with even faster growth expected over the period to 2030. Over 2017-2025 the electricity equipment and metal mining industries will experience a ...

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Strategy Briefing

Strategy Briefing

Consumer Lifestyles in Eastern Europe

Apr 2018

The declining population in Eastern Europe and its rapid ageing is expected to have a significant impact on future demand for a wide range of modern goods and services in the coming years. Disposable incomes are expected to rise between 2017 and ...

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Country Report

Country Report

Away-From-Home Tissue and Hygiene in Estonia

Mar 2018

After registering solid growth over the review period, away-from-home tissue and hygiene is set to continue registering strong positive growth over the forecast period. With the horeca channel set to continue dominating the AFH distribution of tissue...

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Country Report

Country Report

Nappies/Diapers/Pants in Estonia

Mar 2018

The consumer base for nappies/diapers/pants is receding, with the numbers of Estonian babies and infants aged up to 36 months set to decline from 55,000 in 2017 to 51,000 in 2022. This negative demographic scenario is set to significantly compromise ...

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Country Report

Country Report

Tissue and Hygiene in Estonia

Mar 2018

Several factors can be identified as influential in the consistently positive growth registered in tissue and hygiene during 2017. The most obvious of these is the ongoing growth being registered in Estonia’s economy and the emergence of a robust ...

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