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Beauty and Personal Care in Estonia

June 2022
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USD 2,750
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Overview:

Understand the latest market trends and future growth opportunities for the Beauty and Personal Care industry in Estonia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Baby and Child-Specific Products
  • Bath and Shower
  • Colour Cosmetics
  • Deodorants
  • Depilatories
  • Fragrances
  • Hair Care
  • Men's Grooming
  • Oral Care
  • Skin Care
  • Sun Care
  • Premium Beauty and Personal Care
  • Mass Beauty and Personal Care

If you're in the Beauty and Personal Care industry in Estonia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Beauty and Personal Care in Estonia report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Beauty and Personal Care in Estonia?
  • Which are the leading brands in Estonia?
  • How are products distributed in Estonia?
  • To what extent is e-commerce changing the retail environment and consumer demand?
  • How are sales of mass versus premium beauty products evolving?
  • Which products are seeing rising demand in the wake of COVID-19?
  • Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
  • How is the macroeconomic environment shaping demand?
  • Where is future growth expected to be most dynamic?
Download Table of Contents

Beauty and Personal Care in Estonia

Beauty and personal care in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
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

DISCLAIMER

Summary 1 Research Sources

Baby and Child-Specific Products in Estonia

KEY DATA FINDINGS

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

KEY DATA FINDINGS

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

KEY DATA FINDINGS

Small recovery in 2021
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

KEY DATA FINDINGS

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

KEY DATA FINDINGS

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

KEY DATA FINDINGS

Opening of society benefits fragrances
Coty retains the lead
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

KEY DATA FINDINGS

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

KEY DATA FINDINGS

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

KEY DATA FINDINGS

Healthy recovery in 2021
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

KEY DATA FINDINGS

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

KEY DATA FINDINGS

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

KEY DATA FINDINGS

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

KEY DATA FINDINGS

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
The following categories and subcategories are included:

Beauty and Personal Care

    • Baby and Child-specific Hair Care
    • Baby and Child-specific Skin Care
    • Baby and Child-specific Sun Care
    • Baby and Child-specific Toiletries
    • Baby Wipes
    • Medicated Baby and Child-specific Products
    • Nappy (Diaper) Rash Treatments
    • Bar Soap
    • Bath Additives
    • Body Powder
    • Body Wash/Shower Gel
    • Hand Sanitisers
      • Intimate Washes
      • Intimate Wipes
    • Liquid Soap
        • Premium Eye Liner/Pencil
        • Mass Eye Liner/Pencil
        • Premium Eye Shadow
        • Mass Eye Shadow
        • Premium Mascara
        • Mass Mascara
        • Premium Other Lash and Brow Make-Up
        • Mass Other Lash and Brow Make-Up
        • Premium BB/CC Creams
        • Mass BB/CC Creams
        • Premium Blusher/Bronzer/Highlighter
        • Mass Blusher/Bronzer/Highlighter
        • Premium Foundation/Concealer
        • Mass Foundation/Concealer
        • Premium Powder
        • Mass Powder
        • Premium Other Facial Make-Up
        • Mass Other Facial Make-Up
        • Premium Lip Gloss
        • Mass Lip Gloss
        • Premium Lip Liner/Pencil
        • Mass Lip Liner/Pencil
        • Premium Lipstick
        • Mass Lipstick
        • Premium Other Lip Products
        • Mass Other Lip Products
        • Premium Nail Polish
        • Mass Nail Polish
        • Premium Nail Treatments/Strengthener
        • Mass Nail Treatments/Strengthener
        • Premium Polish Remover
        • Mass Polish Remover
        • Premium Other Nail Products
        • Mass Other Nail Products
      • Premium Colour Cosmetics Sets/Kits
      • Mass Colour Cosmetics Sets/Kits
    • Deodorant Creams
    • Deodorant Pumps
    • Deodorant Roll-Ons
    • Deodorant Sprays
    • Deodorant Sticks
    • Deodorant Wipes
    • Hair Removers/Bleaches
    • Women's Pre-Shave
    • Women's Razors and Blades
      • Premium Men's Fragrances
      • Premium Women's Fragrances
      • Premium Unisex Fragrances
      • Premium Fragrance Sets/Kits
      • Mass Men's Fragrances
      • Mass Women's Fragrances
      • Mass Unisex Fragrances
      • Mass Fragrance Sets/Kits
    • 2-in-1 Products
    • Colourants
    • Conditioners and Treatments
    • Hair Loss Treatments
    • Perms and Relaxants
    • Salon Professional Hair Care
      • Medicated Shampoos
      • Standard Shampoos
    • Styling Agents
      • Men's Post-Shave
      • Men's Pre-Shave
      • Men's Razors and Blades
        • Premium Men's Bath and Shower
        • Mass Men's Bath and Shower
        • Premium Men's Deodorants
        • Mass Men's Deodorants
        • Premium Men's Hair Care
        • Mass Men's Hair Care
        • Premium Men's Skin Care
        • Mass Men's Skin Care
      • Premium Men's Fragrances
      • Mass Men's Fragrances
    • Dental Floss
      • Denture Cleansers
      • Denture Fixatives
    • Mouth Fresheners
    • Mouthwashes/Dental Rinses
    • Tooth Whiteners
      • Manual Toothbrushes
          • Battery Toothbrush Replacement Heads
          • Battery Toothbrush Units
          • Electric Toothbrush Replacement Heads
          • Electric Toothbrush Units
    • Toothpaste
  • Oral Care Excl Power Toothbrushes
        • Premium Firming/Anti-Cellulite Body Care
        • Mass Firming/Anti-Cellulite Body Care
        • Premium General Purpose Body Care
        • Mass General Purpose Body Care
        • Premium Acne Treatments
        • Mass Acne Treatments
        • Premium Face Masks
        • Mass Face Masks
          • Premium Liquid/Cream/Gel/Bar Cleansers
          • Mass Liquid/Cream/Gel/Bar Cleansers
          • Premium Facial Cleansing Wipes
          • Mass Facial Cleansing Wipes
          • Premium Basic Moisturisers
          • Mass Basic Moisturisers
          • Premium Anti-Agers
          • Mass Anti-Agers
        • Premium Lip Care
        • Mass Lip Care
        • Premium Toners
        • Mass Toners
      • Premium Hand Care
      • Mass Hand Care
      • Premium Skin Care Sets/Kits
      • Mass Skin Care Sets/Kits
        • Premium Aftersun
        • Mass Aftersun
        • Premium Self-Tanning
        • Mass Self-Tanning
        • Premium Sun Protection
        • Mass Sun Protection
    • Baby and Child-specific Sun Care
    • Premium Baby and Child-specific Products
    • Premium Bath and Shower
        • Premium Eye Liner/Pencil
        • Premium Eye Shadow
        • Premium Mascara
        • Premium Other Lash and Brow Make-Up
        • Premium BB/CC Creams
        • Premium Blusher/Bronzer/Highlighter
        • Premium Foundation/Concealer
        • Premium Powder
        • Premium Other Facial Make-Up
        • Premium Lip Gloss
        • Premium Lip Liner/Pencil
        • Premium Lipstick
        • Premium Other Lip Products
        • Premium Nail Polish
        • Premium Nail Treatments/Strengthener
        • Premium Polish Remover
        • Premium Other Nail Products
      • Premium Colour Cosmetics Sets/Kits
    • Premium Deodorants
      • Premium Men's Fragrances
      • Premium Women's Fragrances
      • Premium Unisex Fragrances
      • Premium Fragrance Sets/Kits
    • Premium Hair Care
        • Premium Firming/Anti-Cellulite Body Care
        • Premium General Purpose Body Care
        • Premium Acne Treatments
        • Premium Face Masks
        • Premium Facial Cleansing Wipes
          • Premium Basic Moisturisers
          • Premium Anti-Agers
        • Premium Lip Care
        • Premium Liquid/Cream/Gel/Bar Cleansers
        • Premium Toners
      • Premium Hand Care
      • Premium Skin Care Sets/Kits
      • Premium Aftersun
      • Premium Self-Tanning
      • Premium Sun Protection
    • Prestige Baby and Child-specific Products
    • Prestige Bath and Shower
    • Prestige Colour Cosmetics
    • Prestige Deodorants
    • Prestige Fragrances
    • Prestige Hair Care
      • Prestige Body Care
      • Prestige Facial Care
      • Prestige Hand Care
      • Prestige Skin Care Sets/Kits
    • Prestige Adult Sun Care
    • Mass Baby and Child-specific Products
    • Mass Bath and Shower
        • Mass Eye Liner/Pencil
        • Mass Eye Shadow
        • Mass Mascara
        • Mass Other Lash and Brow Make-Up
        • Mass BB/CC Creams
        • Mass Blusher/Bronzer/Highlighter
        • Mass Foundation/Concealer
        • Mass Powder
        • Mass Other Facial Make-Up
        • Mass Lip Gloss
        • Mass Lip Liner/Pencil
        • Mass Lipstick
        • Mass Other Lip Products
        • Mass Nail Polish
        • Mass Nail Treatments/Strengthener
        • Mass Polish Remover
        • Mass Other Nail Products
      • Mass Colour Cosmetics Sets/Kits
    • Mass Deodorants
      • Mass Men's Fragrances
      • Mass Women's Fragrances
      • Mass Unisex Fragrances
      • Mass Fragrance Sets/Kits
    • Mass Hair Care
        • Mass Firming/Anti-Cellulite Body Care
        • Mass General Purpose Body Care
        • Mass Acne Treatments
        • Mass Face Masks
        • Mass Facial Cleansing Wipes
          • Mass Basic Moisturisers
          • Mass Anti-Agers
        • Mass Lip Care
        • Mass Liquid/Cream/Gel/Bar Cleansers
        • Mass Toners
      • Mass Hand Care
      • Mass Skin Care Sets/Kits
      • Mass Aftersun
      • Mass Self-Tanning
      • Mass Sun Protection
    • Dermocosmetics Baby and Child-specific Products
    • Dermocosmetics Bath and Shower
    • Dermocosmetics Colour Cosmetics
    • Dermocosmetics Deodorants
    • Dermocosmetics Fragrances
    • Dermocosmetics Hair Care
      • Dermocosmetics Body Care
      • Dermocosmetics Facial Care
      • Dermocosmetics Hand Care
      • Dermocosmetics Skin Care Sets/Kits
    • Dermocosmetics Adult Sun Care

Beauty and Personal Care

This is the aggregation of baby and child-specific products, bath & shower, deodorants, hair care, colour cosmetics, men's grooming, oral hygiene, fragrances, skin care, depilatories and sun care. Black market sales and travel retail are excluded.

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