Estonia

Yoghurt and sour milk products 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.…

2023 is another year of the wound care category returning to its pre-pandemic sales level. Consumers have resumed their usual active lifestyles following the outbreak of COVID-19. Both adults and children have returned to sports, hiking and other…

In 2023, retail sales of wipes recorded steady growth, though this value growth was largely driven prices increases as inflationary pressures continued to be felt in the country. Intimate wipes experienced robust volume growth in 2023, emerging as…

As in 2021, “other” fortified wine posted the fastest total volume growth in 2022. This performance can be explained by the lower prices of these types of products, compared with other options in wine categories. Due to the effects of galloping…

Weight management products continue to have a low consumer base in Estonia. For many consumers, these products are not top of mind or the first choice for tackling weight loss. Still, category growth was registered as some consumers use these…

Vitamins recorded strong double-digit growth during the pandemic as consumers purchased products to strengthen their immunity and boost their general health. However, with restrictions lifted and consumers resuming their usual daily activities,…

The global urban consumer landscape is increasingly complex and difficult to navigate. Which cities should you choose for your consumer business expansion? To answer this and other questions, we are introducing the Euromonitor International Cities…

With inflation still high, toilet care registered a fall in constant value sales, as continuing rising costs hit profit margins. Toilet liquid/foams continued to account for most value and volume sales and also registered the highest growth.…

Within tobacco in Estonia, cigarettes continued to struggle to maintain demand in 2023. Smoking prevalence in terms of cigarettes saw a further small decrease at the end of the review period. This was underpinned by heightened health concerns as well…

In 2023, tissue and hygiene witnessed substantial growth across both retail and away-from-home segments, propelled by various influential factors. Firstly, heightened consumer awareness, particularly regarding adult incontinence items, emerged as a…

Black tea recorded the fastest value growth in 2023 due to the rising popularity of premium and speciality black teas. Consumers are willing to pay a premium for high-quality black teas sourced from specific regions, with unique flavours, such as the…

The Tallinn in Estonia report provides comprehensive city level information benchmarked against other cities in the country and region. The report includes historic data and forecasts on city population, consumer expenditure, digital penetration,…

Nut and seed based spreads demonstrated the fastest volume growth in 2023 thanks to the growing number of vegetarians who rely on nuts and seeds as a key source of protein and nutrition. In addition, the category is still in its early stages of…

Sweet biscuits, snack bars and fruit snacks are expected to register muted constant value growth, as inflation still remains high, as well as muted volume growth. This sector was particularly affected by the rising price of wheat, with Ukraine…

In 2023, multi-purpose cleaners remained the largest segment in surface care and also registered the highest volume growth. With inflation still being high, consumers were price sensitive and appreciated the convenience and perceived value for money…

In 2023, sun care in Estonia recorded strong retail value and volume sales, with positive retail volume sales in all product areas. Sun protection recorded the strongest retail volume growth, boosted by the warm weather in the country. In…

While sugar confectionery is expected to register an increase in current value sales, constant value sales are expected to fall, due to high inflation. Volume growth is also expected to be muted. In terms of value growth, mints are expected to be the…

In 2023, demand for staple foods has recovered slightly after several years of decline. Retail volume sales was under pressure for much of the review period, due to surging production costs and rising inflation, which forced prices up. Although…

In 2023, sales of sports nutrition are benefiting from consumers leading increasingly healthy lifestyles and rising nutrition education. In addition, sports nutrition products are now very well perceived as the scepticism among the general public…

In 2023, albeit from a relatively low base, sports drinks in Estonia experienced healthy growth in retail volume terms and fast growth in retail current value terms. The development and growth of the category was primarily driven by the increasing…