Beauty and Personal Care in Estonia
Beauty and personal care in 2021: The big picture
What next for beauty and personal care?
Table 1 Sales of Beauty and Personal Care by Category: Value 2016-2021
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2017-2021
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2017-2021
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2018-2021
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2016-2021
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2016-2021
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2021
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2021-2026
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2021-2026
Summary 1 Research Sources
Baby and Child-Specific Products in Estonia
More normal trading resumes
Consumers place their trust in familiar brands
Baby wipes remains largest product area
Healthy constant value growth anticipated
Local companies gain value share
Consumers increasingly concerned about the environment
Table 11 Sales of Baby and Child-specific Products by Category: Value 2016-2021
Table 12 Sales of Baby and Child-specific Products by Category: % Value Growth 2016-2021
Table 13 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2016-2021
Table 14 NBO Company Shares of Baby and Child-specific Products: % Value 2017-2021
Table 15 LBN Brand Shares of Baby and Child-specific Products: % Value 2018-2021
Table 16 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2018-2021
Table 17 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2018-2021
Table 18 Forecast Sales of Baby and Child-specific Products by Category: Value 2021-2026
Table 19 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2021-2026
Table 20 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2021-2026
Bath and Shower in Estonia
Lower value and volume sales in 2021
Multinationals continue to lead in 2021 with widely available, well-known brands
Hand sanitisers a one hit wonder
Negative constant value growth over forecast period
Consumers look for clean labels with less additives
Body wash/shower gel remains most popular product
Table 21 Sales of Bath and Shower by Category: Value 2016-2021
Table 22 Sales of Bath and Shower by Category: % Value Growth 2016-2021
Table 23 Sales of Bath and Shower by Premium vs Mass: % Value 2016-2021
Table 24 NBO Company Shares of Bath and Shower: % Value 2017-2021
Table 25 LBN Brand Shares of Bath and Shower: % Value 2018-2021
Table 26 LBN Brand Shares of Premium Bath and Shower: % Value 2018-2021
Table 27 Forecast Sales of Bath and Shower by Category: Value 2021-2026
Table 28 Forecast Sales of Bath and Shower by Category: % Value Growth 2021-2026
Table 29 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2021-2026
Colour Cosmetics in Estonia
Multinationals continue to lead in 2021 with widely available, well-known brands
Social media and clever use of technology changing the retail environment
Society fully opening benefits colour cosmetics
Clean movement gathers momentum
Local and private label could gain value share
Table 30 Sales of Colour Cosmetics by Category: Value 2016-2021
Table 31 Sales of Colour Cosmetics by Category: % Value Growth 2016-2021
Table 32 Sales of Colour Cosmetics by Premium vs Mass: % Value 2016-2021
Table 33 NBO Company Shares of Colour Cosmetics: % Value 2017-2021
Table 34 LBN Brand Shares of Colour Cosmetics: % Value 2018-2021
Table 35 LBN Brand Shares of Premium Colour Cosmetics: % Value 2018-2021
Table 36 Forecast Sales of Colour Cosmetics by Category: Value 2021-2026
Table 37 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2021-2026
Table 38 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2021-2026
Deodorants in Estonia
Opening of society benefits deodorants
Multinationals continue to lead in 2021 with widely available, well-known brands
Roll-ons most popular format
Muted constant value growth over forecast period
Local and private label gain value share
Manufacturers focus on various different benefits to stimulate growth
Table 39 Sales of Deodorants by Category: Value 2016-2021
Table 40 Sales of Deodorants by Category: % Value Growth 2016-2021
Table 41 Sales of Deodorants by Premium vs Mass: % Value 2016-2021
Table 42 NBO Company Shares of Deodorants: % Value 2017-2021
Table 43 LBN Brand Shares of Deodorants: % Value 2018-2021
Table 44 LBN Brand Shares of Premium Deodorants: % Value 2018-2021
Table 45 Forecast Sales of Deodorants by Category: Value 2021-2026
Table 46 Forecast Sales of Deodorants by Category: % Value Growth 2021-2026
Table 47 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2021-2026
Depilatories in Estonia
Continued volume decline in 2021
Multinationals continue to lead depilatories, thanks to widespread availability across retail channel
Women’s razors and blades continue to be the most popular product
Negative constant value growth over forecast period
Women’s razors and blades in need of innovation
Permanent hair removal long-term threat to depilatories
Table 48 Sales of Depilatories by Category: Value 2016-2021
Table 49 Sales of Depilatories by Category: % Value Growth 2016-2021
Table 50 NBO Company Shares of Depilatories: % Value 2017-2021
Table 51 LBN Brand Shares of Depilatories: % Value 2018-2021
Table 52 Forecast Sales of Depilatories by Category: Value 2021-2026
Table 53 Forecast Sales of Depilatories by Category: % Value Growth 2021-2026
Fragrances in Estonia
Opening of society benefits fragrances
E-commerce continues to gain value share
Muted constant value growth over forecast period
More competition in mass fragrances over forecast period
Unisex fragrances a growing trend
Table 54 Sales of Fragrances by Category: Value 2016-2021
Table 55 Sales of Fragrances by Category: % Value Growth 2016-2021
Table 56 NBO Company Shares of Fragrances: % Value 2017-2021
Table 57 LBN Brand Shares of Fragrances: % Value 2018-2021
Table 58 LBN Brand Shares of Premium Men's Fragrances: % Value 2018-2021
Table 59 LBN Brand Shares of Premium Women's Fragrances: % Value 2018-2021
Table 60 Forecast Sales of Fragrances by Category: Value 2021-2026
Table 61 Forecast Sales of Fragrances by Category: % Value Growth 2021-2026
Hair Care in Estonia
Pandemic leads to changing hair care trends
Multinationals continue to lead in 2021 with widely available, well-known brands
Salon professional hair care registers highest growth
Trading down over forecast period
Innovation expected in the natural and organic sphere
Local and private label set to grow
Table 62 Sales of Hair Care by Category: Value 2016-2021
Table 63 Sales of Hair Care by Category: % Value Growth 2016-2021
Table 64 Sales of Hair Care by Premium vs Mass: % Value 2016-2021
Table 65 NBO Company Shares of Hair Care: % Value 2017-2021
Table 66 LBN Brand Shares of Hair Care: % Value 2018-2021
Table 67 NBO Company Shares of Salon Professional Hair Care: % Value 2017-2021
Table 68 LBN Brand Shares of Salon Professional Hair Care: % Value 2018-2021
Table 69 LBN Brand Shares of Premium Hair Care: % Value 2018-2021
Table 70 Forecast Sales of Hair Care by Category: Value 2021-2026
Table 71 Forecast Sales of Hair Care by Category: % Value Growth 2021-2026
Table 72 Forecast Sales of Hair Care by Premium vs Mass: % Value 2021-2026
Men's Grooming in Estonia
Men’s grooming returns to value and volume growth
No change in status quo in 2021
Skin care is a growing area
Muted constant value growth over forecast period
Men’s grooming will become segmented and specialised
Premium fragrances registers highest growth
Table 73 Sales of Men’s Grooming by Category: Value 2016-2021
Table 74 Sales of Men’s Grooming by Category: % Value Growth 2016-2021
Table 75 Sales of Men's Razors and Blades by Type: % Value Breakdown 2018-2021
Table 76 Sales of Men's Skin Care by Type: % Value Breakdown 2018-2021
Table 77 NBO Company Shares of Men’s Grooming: % Value 2017-2021
Table 78 LBN Brand Shares of Men’s Grooming: % Value 2018-2021
Table 79 LBN Brand Shares of Men's Razors and Blades: % Value 2018-2021
Table 80 Forecast Sales of Men’s Grooming by Category: Value 2021-2026
Table 81 Forecast Sales of Men’s Grooming by Category: % Value Growth 2021-2026
Oral Care in Estonia
Little change in the competitive landscape
Electric toothbrushes gaining value share
Muted constant value growth over forecast period
Barriers to entry remain strong
Health and image concerns support volume growth
Table 82 Sales of Oral Care by Category: Value 2016-2021
Table 83 Sales of Oral Care by Category: % Value Growth 2016-2021
Table 84 Sales of Toothbrushes by Category: Value 2016-2021
Table 85 Sales of Toothbrushes by Category: % Value Growth 2016-2021
Table 86 Sales of Toothpaste by Type: % Value Breakdown 2017-2021
Table 87 NBO Company Shares of Oral Care: % Value 2017-2021
Table 88 LBN Brand Shares of Oral Care: % Value 2018-2021
Table 89 Forecast Sales of Oral Care by Category: Value 2021-2026
Table 90 Forecast Sales of Oral Care by Category: % Value Growth 2021-2026
Table 91 Forecast Sales of Toothbrushes by Category: Value 2021-2026
Table 92 Forecast Sales of Toothbrushes by Category: % Value Growth 2021-2026
Skin Care in Estonia
Certain pandemic behaviours persist in 2021
International competitors continue to lead
Clean and natural labels more prevalent
Healthy constant value growth over forecast period
Shift towards multi-benefit products over forecast period
Potential for private label to gain value share
Table 93 Sales of Skin Care by Category: Value 2016-2021
Table 94 Sales of Skin Care by Category: % Value Growth 2016-2021
Table 95 NBO Company Shares of Skin Care: % Value 2017-2021
Table 96 LBN Brand Shares of Skin Care: % Value 2018-2021
Table 97 LBN Brand Shares of Premium Skin Care: % Value 2018-2021
Table 98 Forecast Sales of Skin Care by Category: Value 2021-2026
Table 99 Forecast Sales of Skin Care by Category: % Value Growth 2021-2026
Sun Care in Estonia
Another good year for sun care
International players continue to lead
Sun care benefiting from increasing awareness of the dangers of sun exposure
Healthy constant value growth over forecast period
Blurring of lines between skin care and sun care
Brands innovate mainly by offering different formats
Table 100 Sales of Sun Care by Category: Value 2016-2021
Table 101 Sales of Sun Care by Category: % Value Growth 2016-2021
Table 102 Sales of Sun Care by Premium vs Mass: % Value 2016-2021
Table 103 NBO Company Shares of Sun Care: % Value 2017-2021
Table 104 LBN Brand Shares of Sun Care: % Value 2018-2021
Table 105 LBN Brand Shares of Premium Adult Sun Care: % Value 2018-2021
Table 106 Forecast Sales of Sun Care by Category: Value 2021-2026
Table 107 Forecast Sales of Sun Care by Category: % Value Growth 2021-2026
Premium Beauty and Personal Care in Estonia
Strong recovery for premium in 2021
International players lead
E-commerce further increases value share
Healthy constant value growth over forecast period
Skin care brands gain value share
Growing competition from higher quality mass brands
Table 108 Sales of Premium Beauty and Personal Care by Category: Value 2016-2021
Table 109 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 110 NBO Company Shares of Premium Beauty and Personal Care: % Value 2017-2021
Table 111 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2018-2021
Table 112 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2021-2026
Table 113 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2021-2026
Mass Beauty and Personal Care in Estonia
Normal trading resumes in 2021
International players lead
Mass skin care growing product area
Moderate constant value growth over forecast period
Potential for private label to gain value share
Weaker performances for mass facial skin care and fragrances in comparison with premium
Table 114 Sales of Mass Beauty and Personal Care by Category: Value 2016-2021
Table 115 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 116 NBO Company Shares of Mass Beauty and Personal Care: % Value 2017-2021
Table 117 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2018-2021
Table 118 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2021-2026
Table 119 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2021-2026