Beauty and Personal Care in Estonia
Beauty and personal care in 2023: The big picture
What next for beauty and personal care?
Table 1 Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2019-2023
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2019-2023
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2020-2023
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2018-2023
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2018-2023
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2023
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2023-2028
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2023-2028
Summary 1 Research Sources
Baby and Child-Specific Products in Estonia
Positive retail volume growth despite ongoing price inflation
Sun care is in demand as socialising and travel increases following COVID-19
Procter & Gamble retains the lead with well-established brand Pampers
While low birth rates challenge the landscape, purchasing power is set to recover
Skin care to remain a key growth driver, with innovation shaping the landscape
Private label could increase its foothold as pharmacies are also set to gain share
Table 11 Sales of Baby and Child-specific Products by Category: Value 2018-2023
Table 12 Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
Table 13 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023
Table 14 NBO Company Shares of Baby and Child-specific Products: % Value 2019-2023
Table 15 LBN Brand Shares of Baby and Child-specific Products: % Value 2020-2023
Table 16 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2020-2023
Table 17 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2020-2023
Table 18 Forecast Sales of Baby and Child-specific Products by Category: Value 2023-2028
Table 19 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2023-2028
Table 20 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2023-2028
Bath and Shower in Estonia
Solid growth driven by price increases and the return to ongoing socialising
Intimate hygiene gains ground as awareness of product benefits rises
Local products are popular; however, Colgate-Palmolive maintains its lead
The low appeal for premium goods challenges growth potential
Solid growth potential for male-targeted bath and shower goods
Convenient and eco-friendly products showcase growing demand
Table 21 Sales of Bath and Shower by Category: Value 2018-2023
Table 22 Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 23 Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023
Table 24 NBO Company Shares of Bath and Shower: % Value 2019-2023
Table 25 LBN Brand Shares of Bath and Shower: % Value 2020-2023
Table 26 LBN Brand Shares of Premium Bath and Shower: % Value 2020-2023
Table 27 Forecast Sales of Bath and Shower by Category: Value 2023-2028
Table 28 Forecast Sales of Bath and Shower by Category: % Value Growth 2023-2028
Table 29 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2023-2028
Colour Cosmetics in Estonia
Positive growth despite rising prices as consumers continue to seek quality
Simplicity and convenience are rising trends on the colour cosmetics landscape
Global players maintain the lead as L'Oréal retains its top spot in Estonia
The natural trend gains ground, aiding sales of BB/CC creams
Social media and innovative use of technology are changing the retail environment
Mass brands continue to lead the landscape across the early forecast period
Table 30 Sales of Colour Cosmetics by Category: Value 2018-2023
Table 31 Sales of Colour Cosmetics by Category: % Value Growth 2018-2023
Table 32 Sales of Colour Cosmetics by Premium vs Mass: % Value 2018-2023
Table 33 NBO Company Shares of Colour Cosmetics: % Value 2019-2023
Table 34 LBN Brand Shares of Colour Cosmetics: % Value 2020-2023
Table 35 LBN Brand Shares of Premium Colour Cosmetics: % Value 2020-2023
Table 36 Forecast Sales of Colour Cosmetics by Category: Value 2023-2028
Table 37 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2023-2028
Table 38 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2023-2028
Deodorants in Estonia
Strong advertising campaigns and rising awareness drives retail value sales
Roll-ons remain the most popular format, while sticks drive retail growth
Old Spice focuses on strong advertising to drive growth in 2023
Deodorant sticks and creams drive growth, however levels remain low
Rising demand for more sophisticated products as purchasing power recovers
Products designed for men are set to gain ground in deodorants
Table 39 Sales of Deodorants by Category: Value 2018-2023
Table 40 Sales of Deodorants by Category: % Value Growth 2018-2023
Table 41 Sales of Deodorants by Premium vs Mass: % Value 2018-2023
Table 42 NBO Company Shares of Deodorants: % Value 2019-2023
Table 43 LBN Brand Shares of Deodorants: % Value 2020-2023
Table 44 LBN Brand Shares of Premium Deodorants: % Value 2020-2023
Table 45 Forecast Sales of Deodorants by Category: Value 2023-2028
Table 46 Forecast Sales of Deodorants by Category: % Value Growth 2023-2028
Table 47 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2023-2028
Depilatories in Estonia
The warm weather in 2023 leads depilatories to record a strong performance
Pre-shave continues to record a retail volume decline as substitutes challenge growth
Retailers look to increase competition on a landscape led by major players
Retail volume sales decline as maturity and laser hair removal are rising challenges
Economy hair removal could perform well if retailers diversified portfolios
Competition in razors to remain low, with Venus and Wilkinson continuing to dominate
Table 48 Sales of Depilatories by Category: Value 2018-2023
Table 49 Sales of Depilatories by Category: % Value Growth 2018-2023
Table 50 NBO Company Shares of Depilatories: % Value 2019-2023
Table 51 LBN Brand Shares of Depilatories: % Value 2020-2023
Table 52 Forecast Sales of Depilatories by Category: Value 2023-2028
Table 53 Forecast Sales of Depilatories by Category: % Value Growth 2023-2028
Fragrances in Estonia
Growth for the premium landscape while mass fragrances struggle
Fragmentation on the landscape, however, classic fragrances remain in demand
Online prices and promotions attract consumers during 2023
Premium offerings continue to lead sales, as consumers appreciate affordable luxury
Celebrity and fashion fragrances create opportunities for growth on the mass landscape
Unisex fragrances appeal to younger consumers, including Generation Z
Table 54 Sales of Fragrances by Category: Value 2018-2023
Table 55 Sales of Fragrances by Category: % Value Growth 2018-2023
Table 56 NBO Company Shares of Fragrances: % Value 2019-2023
Table 57 LBN Brand Shares of Fragrances: % Value 2020-2023
Table 58 LBN Brand Shares of Premium Men's Fragrances: % Value 2020-2023
Table 59 LBN Brand Shares of Premium Women's Fragrances: % Value 2020-2023
Table 60 Forecast Sales of Fragrances by Category: Value 2023-2028
Table 61 Forecast Sales of Fragrances by Category: % Value Growth 2023-2028
Hair Care in Estonia
Professional hair care drives retail value and volume sales in 2023
Multinationals continue to lead with widely available, well-known brands
Limited presence of local brands on the hair care landscape
The recovery of purchasing power drives growth over the forecast period
Global players lead, however, opportunity exists for private label
Demand for professional products as consumers seek the salon experience at home
Table 62 Sales of Hair Care by Category: Value 2018-2023
Table 63 Sales of Hair Care by Category: % Value Growth 2018-2023
Table 64 Sales of Hair Care by Premium vs Mass: % Value 2018-2023
Table 65 NBO Company Shares of Hair Care: % Value 2019-2023
Table 66 LBN Brand Shares of Hair Care: % Value 2020-2023
Table 67 NBO Company Shares of Salon Professional Hair Care: % Value 2019-2023
Table 68 LBN Brand Shares of Salon Professional Hair Care: % Value 2020-2023
Table 69 LBN Brand Shares of Premium Hair Care: % Value 2020-2023
Table 70 Forecast Sales of Hair Care by Category: Value 2023-2028
Table 71 Forecast Sales of Hair Care by Category: % Value Growth 2023-2028
Table 72 Forecast Sales of Hair Care by Premium vs Mass: % Value 2023-2028
Men's Grooming in Estonia
Positive retail value and volume growth led by men's fragrances
International players lead while Old Spice increases its advertising
Premium fragrances outperform mass fragrances in 2023
Competition from unisex and family products challenges ongoing retail volume growth
Shaving remains irregular as the strong trend for beards is rising
There is room for development in men's skin care
Table 73 Sales of Men’s Grooming by Category: Value 2018-2023
Table 74 Sales of Men’s Grooming by Category: % Value Growth 2018-2023
Table 75 Sales of Men's Razors and Blades by Type: % Value Breakdown 2020-2023
Table 76 Sales of Men's Skin Care by Type: % Value Breakdown 2020-2023
Table 77 NBO Company Shares of Men’s Grooming: % Value 2019-2023
Table 78 LBN Brand Shares of Men’s Grooming: % Value 2020-2023
Table 79 LBN Brand Shares of Men's Razors and Blades: % Value 2020-2023
Table 80 Forecast Sales of Men’s Grooming by Category: Value 2023-2028
Table 81 Forecast Sales of Men’s Grooming by Category: % Value Growth 2023-2028
Oral Care in Estonia
Rising education and increasing dental costs drive growth in oral care
The demand for denture care and electric toothbrushes grows, supported by rising availability
Colgate and Sensodyne remain the leading brands in 2023
Flat sales for the forecast period, with growth in value-added product areas
Toothpaste faces challenges being a highly saturated landscape
Dental floss sticks gain ground, driving growth through private label options
Table 82 Sales of Oral Care by Category: Value 2018-2023
Table 83 Sales of Oral Care by Category: % Value Growth 2018-2023
Table 84 Sales of Toothbrushes by Category: Value 2018-2023
Table 85 Sales of Toothbrushes by Category: % Value Growth 2018-2023
Table 86 Sales of Toothpaste by Type: % Value Breakdown 2019-2023
Table 87 NBO Company Shares of Oral Care: % Value 2019-2023
Table 88 LBN Brand Shares of Oral Care: % Value 2020-2023
Table 89 Forecast Sales of Oral Care by Category: Value 2023-2028
Table 90 Forecast Sales of Oral Care by Category: % Value Growth 2023-2028
Table 91 Forecast Sales of Toothbrushes by Category: Value 2023-2028
Table 92 Forecast Sales of Toothbrushes by Category: % Value Growth 2023-2028
Skin Care in Estonia
A strong year for skin care products as facial routines remain firmly in place
Facial care drives sales with a wide product portfolio boosting growth
Global players maintain their lead as L’Oréal tops the skin care landscape
Positive growth as skin care is increasingly viewed as an essential product
Visible results and natural claims will continue to influence product development
Premium facial care drives ongoing growth as consumers invest in their appearance
Table 93 Sales of Skin Care by Category: Value 2018-2023
Table 94 Sales of Skin Care by Category: % Value Growth 2018-2023
Table 95 NBO Company Shares of Skin Care: % Value 2019-2023
Table 96 LBN Brand Shares of Skin Care: % Value 2020-2023
Table 97 LBN Brand Shares of Premium Skin Care: % Value 2020-2023
Table 98 Forecast Sales of Skin Care by Category: Value 2023-2028
Table 99 Forecast Sales of Skin Care by Category: % Value Growth 2023-2028
Sun Care in Estonia
The warm weather drives retail volume sales as consumers spend more time outside
Sun care benefits from increasing awareness of the dangers of sun exposure
International players lead, while local offerings have appeal in premium and mass products.
Hot and warm weather will remain key drivers of growth for sun protection
Consumers migrate from mass to premium sun care products, wanting the best for their skin
The blurring lines between skin care, colour cosmetics and sun care
Table 100 Sales of Sun Care by Category: Value 2018-2023
Table 101 Sales of Sun Care by Category: % Value Growth 2018-2023
Table 102 Sales of Sun Care by Premium vs Mass: % Value 2018-2023
Table 103 NBO Company Shares of Sun Care: % Value 2019-2023
Table 104 LBN Brand Shares of Sun Care: % Value 2020-2023
Table 105 LBN Brand Shares of Premium Adult Sun Care: % Value 2020-2023
Table 106 Forecast Sales of Sun Care by Category: Value 2023-2028
Table 107 Forecast Sales of Sun Care by Category: % Value Growth 2023-2028
Premium Beauty and Personal Care in Estonia
Solid growth driven by premium skin care as consumers invest in facial products
International players lead premium offerings, while small local players go niche
E-commerce plays an increasing role in growing the share of premium goods
Stronger growth than mass goods, driven by raising disposable incomes
Premium offerings in deodorants drives growth in the pharmacy channel
Consumers are willing to play higher prices for premium facial care
Table 108 Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
Table 109 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023
Table 110 NBO Company Shares of Premium Beauty and Personal Care: % Value 2019-2023
Table 111 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2020-2023
Table 112 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2023-2028
Table 113 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2023-2028
Mass Beauty and Personal Care in Estonia
Mass products retain high levels of retail value sales as consumers appreciate affordable goods
Major global manufacturers offer good-quality, affordable mass items
International players lead with well-recognised and widely available brands
Mass products will continue to retain the lead as daily essentials drive sales
Bath and shower continues to be dominated by mass products
Local presence will remain low as global giants continue to lead
Table 114 Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
Table 115 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023
Table 116 NBO Company Shares of Mass Beauty and Personal Care: % Value 2019-2023
Table 117 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2020-2023
Table 118 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2023-2028
Table 119 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2023-2028