Beauty and Personal Care in Estonia

Beauty and Personal Care in Estonia

EXECUTIVE SUMMARY

Beauty and personal care continues to see positive development in Estonia

Premiumisation trend dominates beauty and personal care

Multinational brands maintain their dominance

New brand names expand their product ranges in 2018

Beauty and personal care is set to achieve positive growth over the forecast period

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Baby and Child-Specific Products in Estonia

HEADLINES

PROSPECTS

Improving birth rate and growing disposable income benefits category

Despite being the largest category, baby wipes also sees the fastest growth

Advertising mainly targets female audience

COMPETITIVE LANDSCAPE

Kodupaber maintains its leadership on the strength of Johnson’s Baby brand

Large international players account for the majority of sales

Domestic producers are expected to become more important players in the future

CATEGORY DATA

Table 11 Sales of Baby and Child-specific Products by Category: Value 2013-2018
Table 12 Sales of Baby and Child-specific Products by Category: % Value Growth 2013-2018
Table 13 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2013-2018
Table 14 NBO Company Shares of Baby and Child-specific Products: % Value 2014-2018
Table 15 LBN Brand Shares of Baby and Child-specific Products: % Value 2015-2018
Table 16 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2015-2018
Table 17 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2015-2018
Table 18 Forecast Sales of Baby and Child-specific Products by Category: Value 2018-2023
Table 19 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
Table 20 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023

Bath and Shower in Estonia

HEADLINES

PROSPECTS

Mixed trends evolve in bath and shower in 2018

Improved purchasing power benefits natural and organic products in particular

Prospects for the forecast period are optimistic

COMPETITIVE LANDSCAPE

Unilever Eesti maintains its leadership in 2018

Nurme Looduskosmeetika sees the fastest growth in 2018

Domestic and international players will use diverse development strategies

CATEGORY DATA

Table 21 Sales of Bath and Shower by Category: Value 2013-2018
Table 22 Sales of Bath and Shower by Category: % Value Growth 2013-2018
Table 23 Sales of Bath and Shower by Premium vs Mass: % Value 2013-2018
Table 24 NBO Company Shares of Bath and Shower: % Value 2014-2018
Table 25 LBN Brand Shares of Bath and Shower: % Value 2015-2018
Table 26 LBN Brand Shares of Premium Bath and Shower: % Value 2015-2018
Table 27 Forecast Sales of Bath and Shower by Category: Value 2018-2023
Table 28 Forecast Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 29 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023

Colour Cosmetics in Estonia

HEADLINES

PROSPECTS

Positive development as consumers spend more on colour cosmetics

BB/CC creams sees the fastest growth in 2018

Internet retailing suits consumer needs in colour cosmetic

COMPETITIVE LANDSCAPE

L'Oréal continues to dominate colour cosmetics in 2018

NYX Cosmetics sees fastest growth in colour cosmetics in 2018

Most producers will use potential of the internet to a greater extent

CATEGORY DATA

Table 30 Sales of Colour Cosmetics by Category: Value 2013-2018
Table 31 Sales of Colour Cosmetics by Category: % Value Growth 2013-2018
Table 32 Sales of Colour Cosmetics by Premium vs Mass: % Value 2013-2018
Table 33 NBO Company Shares of Colour Cosmetics: % Value 2014-2018
Table 34 LBN Brand Shares of Colour Cosmetics: % Value 2015-2018
Table 35 LBN Brand Shares of Premium Colour Cosmetics: % Value 2015-2018
Table 36 Forecast Sales of Colour Cosmetics by Category: Value 2018-2023
Table 37 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2018-2023
Table 38 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2018-2023

Deodorants in Estonia

HEADLINES

PROSPECTS

Most Estonians prefer traditional deodorant types

Deodorant roll-ons sees the fastest growth in 2018

Increasing disposable income expected to contribute to category’s growth

COMPETITIVE LANDSCAPE

Procter & Gamble and L’Oréal lead deodorants in 2018

Pariisi Vee sees the fastest growth in 2018

Intensified competition to prompt active innovation in upcoming years

CATEGORY DATA

Table 39 Sales of Deodorants by Category: Value 2013-2018
Table 40 Sales of Deodorants by Category: % Value Growth 2013-2018
Table 41 Sales of Deodorants by Premium vs Mass: % Value 2013-2018
Table 42 NBO Company Shares of Deodorants: % Value 2014-2018
Table 43 LBN Brand Shares of Deodorants: % Value 2015-2018
Table 44 LBN Brand Shares of Premium Deodorants: % Value 2015-2018
Table 45 Forecast Sales of Deodorants by Category: Value 2018-2023
Table 46 Forecast Sales of Deodorants by Category: % Value Growth 2018-2023
Table 47 Forecast Sales of Deodorants by Premium vs Mass: % Value 2018-2023

Depilatories in Estonia

HEADLINES

PROSPECTS

Environmental concerns and switch to professional services impacts depilatories

Hair removers/bleaches performs best in 2018

More optimistic future is expected for depilatories

COMPETITIVE LANDSCAPE

Procter & Gamble leads sales in depilatories in 2018

Fewer changes in competitive environment

Value-added products expected to dominate future launches and developments

CATEGORY DATA

Table 48 Sales of Depilatories by Category: Value 2013-2018
Table 49 Sales of Depilatories by Category: % Value Growth 2013-2018
Table 50 NBO Company Shares of Depilatories: % Value 2014-2018
Table 51 LBN Brand Shares of Depilatories: % Value 2015-2018
Table 52 Forecast Sales of Depilatories by Category: Value 2018-2023
Table 53 Forecast Sales of Depilatories by Category: % Value Growth 2018-2023

Fragrances in Estonia

HEADLINES

PROSPECTS

Fragrances strongly impacted by premiumisation trend

Internet retailing influences fragrances the most

Price competition intensifies in fragrances

COMPETITIVE LANDSCAPE

Coty leads sales of fragrances in 2018

Consumers look for well-known brands

Existing players will dominate and define future development of the category

CATEGORY DATA

Table 54 Sales of Fragrances by Category: Value 2013-2018
Table 55 Sales of Fragrances by Category: % Value Growth 2013-2018
Table 56 NBO Company Shares of Fragrances: % Value 2014-2018
Table 57 LBN Brand Shares of Fragrances: % Value 2015-2018
Table 58 LBN Brand Shares of Premium Men's Fragrances: % Value 2015-2018
Table 59 LBN Brand Shares of Premium Women's Fragrances: % Value 2015-2018
Table 60 Forecast Sales of Fragrances by Category: Value 2018-2023
Table 61 Forecast Sales of Fragrances by Category: % Value Growth 2018-2023

Hair Care in Estonia

HEADLINES

PROSPECTS

Quality dominates consumer preferences in 2018

Salon professional hair care benefits the most from major trend

Shifts between different hair care categories is observed in 2018

COMPETITIVE LANDSCAPE

L'Oréal dominates sales share in hair care in 2018

Pro Beauté, representing Davines brand, sees the fastest growth

Producers are expected to focus on their current brands more

CATEGORY DATA

Table 62 Sales of Hair Care by Category: Value 2013-2018
Table 63 Sales of Hair Care by Category: % Value Growth 2013-2018
Table 64 Sales of Hair Care by Premium vs Mass: % Value 2013-2018
Table 65 NBO Company Shares of Hair Care: % Value 2014-2018
Table 66 LBN Brand Shares of Hair Care: % Value 2015-2018
Table 67 NBO Company Shares of Salon Professional Hair Care: % Value 2014-2018
Table 68 LBN Brand Shares of Salon Professional Hair Care: % Value 2015-2018
Table 69 LBN Brand Shares of Premium Hair Care: % Value 2015-2018
Table 70 Forecast Sales of Hair Care by Category: Value 2018-2023
Table 71 Forecast Sales of Hair Care by Category: % Value Growth 2018-2023
Table 72 Forecast Sales of Hair Care by Premium vs Mass: % Value 2018-2023

Mass Beauty and Personal Care in Estonia

HEADLINES

PROSPECTS

Demand for mass products predefined by moderate average income in Estonia

Colour cosmetics and facial skin care perform the best in mass products

Over the forecast period mass products will face more competition from premium

COMPETITIVE LANDSCAPE

Few changes seen amongst leading companies as L'Oréal maintains leadership

Domestic players effectively bring “green” trends in the mass segment

As millennials become leading consumers, producers see new opportunities

CATEGORY DATA

Table 73 Sales of Mass Beauty and Personal Care by Category: Value 2013-2018
Table 74 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 75 NBO Company Shares of Mass Beauty and Personal Care: % Value 2014-2018
Table 76 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2015-2018
Table 77 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
Table 78 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023

Men's Grooming in Estonia

HEADLINES

PROSPECTS

Men’s grooming continues to develop as men pay more attention to their appearance

Premium products and skin care see the fastest growth in 2018

Fashion of growing beards negatively impacts largest men’s grooming categories

COMPETITIVE LANDSCAPE

Procter & Gamble maintains its leadership in men’s grooming in 2018

Joost-Level achieves the fastest growth in men’s grooming

Developing categories expected to impact shares of leading players more

CATEGORY DATA

Table 79 Sales of Men’s Grooming by Category: Value 2013-2018
Table 80 Sales of Men’s Grooming by Category: % Value Growth 2013-2018
Table 81 Sales of Men's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 82 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2018
Table 83 NBO Company Shares of Men’s Grooming: % Value 2014-2018
Table 84 LBN Brand Shares of Men’s Grooming: % Value 2015-2018
Table 85 LBN Brand Shares of Men's Razors and Blades: % Value 2015-2018
Table 86 Forecast Sales of Men's Grooming by Category: Value 2018-2023
Table 87 Forecast Sales of Men's Grooming by Category: % Value Growth 2018-2023

Oral Care in Estonia

HEADLINES

PROSPECTS

Oral care gains more importance amongst the average consumer in Estonia

Electric toothbrushes sees the highest value growth in 2018

Fewer changes in development of oral care are expected over the forecast period

COMPETITIVE LANDSCAPE

Colgate-Palmolive dominates sales in oral care

Regional producer Biok sees the fastest growth in 2018

Domestic and regional players are likely to impact oral care more in the future

CATEGORY DATA

Table 88 Sales of Oral Care by Category: Value 2013-2018
Table 89 Sales of Oral Care by Category: % Value Growth 2013-2018
Table 90 Sales of Toothbrushes by Category: Value 2013-2018
Table 91 Sales of Toothbrushes by Category: % Value Growth 2013-2018
Table 92 Sales of Toothpaste by Type: % Value Breakdown 2014-2018
Table 93 NBO Company Shares of Oral Care: % Value 2014-2018
Table 94 LBN Brand Shares of Oral Care: % Value 2015-2018
Table 95 Forecast Sales of Oral Care by Category: Value 2018-2023
Table 96 Forecast Sales of Oral Care by Category: % Value Growth 2018-2023
Table 97 Forecast Sales of Toothbrushes by Category: Value 2018-2023
Table 98 Forecast Sales of Toothbrushes by Category: % Value Growth 2018-2023

Premium Beauty and Personal Care in Estonia

HEADLINES

PROSPECTS

Increase in disposable income is the core factor behind premiumisation trend

Colour cosmetics witnesses the highest price competition

Forecast period is very promising for premium products

COMPETITIVE LANDSCAPE

L'Oréal continues to lead sales in colour cosmetics

Noticeable developments derive from both international and domestic producers

Sales through internet retailers will become more important

CATEGORY DATA

Table 99 Sales of Premium Beauty and Personal Care by Category: Value 2013-2018
Table 100 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 101 NBO Company Shares of Premium Beauty and Personal Care: % Value 2014-2018
Table 102 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2015-2018
Table 103 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
Table 104 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023

Skin Care in Estonia

HEADLINES

PROSPECTS

Premiumisation trend defines performance of skin care in 2018

Facial skin care remains the most important category in skin care

Natural and organic skin care products expected to impact skin care even more

COMPETITIVE LANDSCAPE

L'Oréal continues to lead sales share in skin care

Frend Trade achieves the best performance in skin care in 2018

Domestic producers are expected to benefit more from evolving trends

CATEGORY DATA

Table 105 Sales of Skin Care by Category: Value 2013-2018
Table 106 Sales of Skin Care by Category: % Value Growth 2013-2018
Table 107 NBO Company Shares of Skin Care: % Value 2014-2018
Table 108 LBN Brand Shares of Skin Care: % Value 2015-2018
Table 109 LBN Brand Shares of Premium Skin Care: % Value 2015-2018
Table 110 Forecast Sales of Skin Care by Category: Value 2018-2023
Table 111 Forecast Sales of Skin Care by Category: % Value Growth 2018-2023

Sun Care in Estonia

HEADLINES

PROSPECTS

Warm summer season and increased outbound tourism benefit sun care sales

Health awareness contributes to the category’s growth

Development differs amongst sun care categories

COMPETITIVE LANDSCAPE

L’Oréal outperforms Jungent Estonia to become the leading player in sun care

KMT Lang & Barney Investments sees the fastest value growth in sun care

Domestic producers might attempt to strengthen their position in sun care

CATEGORY DATA

Table 112 Sales of Sun Care by Category: Value 2013-2018
Table 113 Sales of Sun Care by Category: % Value Growth 2013-2018
Table 114 Sales of Sun Care by Premium vs Mass: % Value 2013-2018
Table 115 NBO Company Shares of Sun Care: % Value 2014-2018
Table 116 LBN Brand Shares of Sun Care: % Value 2015-2018
Table 117 LBN Brand Shares of Premium Adult Sun Care: % Value 2015-2018
Table 118 Forecast Sales of Sun Care by Category: Value 2018-2023
Table 119 Forecast Sales of Sun Care by Category: % Value Growth 2018-2023
Table 120 Forecast Sales of Sun Care by Premium vs Mass: % Value 2018-2023

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