Beauty and Personal Care in Estonia

Beauty and Personal Care in Estonia

EXECUTIVE SUMMARY

Continued positive growth in the beauty and personal care market

Increasing average income keeps premium segment growing, albeit at a slower pace

Internet retailing is the fastest-growing retail channel for beauty and personal care

Beauty and personal care continues to be dominated by multinationals whilst local producers achieve a greater market share

New product developments focus on natural ingredients and multiple benefits

Positive market growth expected in line with further expansion of online sales

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2012-2017
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2014-2017
Table 6 Distribution of Beauty and Personal Care by Format: % Value 2012-2017
Table 7 Distribution of Beauty and Personal Care by Format and Category: % Value 2017
Table 8 Forecast Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 9 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Baby and Child-Specific Products in Estonia

HEADLINES

PROSPECTS

Baby wipes continues to perform best

Demand for natural and organic products is increasing

Women are main decision makers in purchasing baby and child-specific products

COMPETITIVE LANDSCAPE

Johnson & Johnson maintains its lead

International brands dominate the category

Domestic producers are strong in green products

CATEGORY DATA

Table 10 Sales of Baby and Child-specific Products by Category: Value 2012-2017
Table 11 Sales of Baby and Child-specific Products by Category: % Value Growth 2012-2017
Table 12 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2012-2017
Table 13 NBO Company Shares of Baby and Child-specific Products: % Value 2013-2017
Table 14 LBN Brand Shares of Baby and Child-specific Products: % Value 2014-2017
Table 15 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2014-2017
Table 16 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2014-2017
Table 17 Forecast Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 18 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 19 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022

Bath and Shower in Estonia

HEADLINES

PROSPECTS

Multifunctionality is gaining importance

Consumer demand for a variety of pack sizes is growing

Consumption of bath additives is falling

COMPETITIVE LANDSCAPE

Jungent Estonia challenges Unilever for the leading position

Private label performs well in bath and shower

Domestic producers hold relatively strong value share

CATEGORY DATA

Table 20 Sales of Bath and Shower by Category: Value 2012-2017
Table 21 Sales of Bath and Shower by Category: % Value Growth 2012-2017
Table 22 Sales of Bath and Shower by Premium vs Mass: % Value 2012-2017
Table 23 NBO Company Shares of Bath and Shower: % Value 2013-2017
Table 24 LBN Brand Shares of Bath and Shower: % Value 2014-2017
Table 25 LBN Brand Shares of Premium Bath and Shower: % Value 2014-2017
Table 26 Forecast Sales of Bath and Shower by Category: Value 2017-2022
Table 27 Forecast Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 28 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022

Colour Cosmetics in Estonia

HEADLINES

PROSPECTS

BB/CC creams registers the highest growth in colour cosmetics

Premium colour cosmetics are growing faster than mass

Consumers increasingly buy colour cosmetics online

COMPETITIVE LANDSCAPE

L’Oréal maintains its outright lead

Direct sellers hold leading positions in colour cosmetics

Newcomer NYX more than doubles its value share

CATEGORY DATA

Table 29 Sales of Colour Cosmetics by Category: Value 2012-2017
Table 30 Sales of Colour Cosmetics by Category: % Value Growth 2012-2017
Table 31 Sales of Colour Cosmetics by Premium vs Mass: % Value 2012-2017
Table 32 NBO Company Shares of Colour Cosmetics: % Value 2013-2017
Table 33 LBN Brand Shares of Colour Cosmetics: % Value 2014-2017
Table 34 LBN Brand Shares of Premium Colour Cosmetics: % Value 2014-2017
Table 35 Forecast Sales of Colour Cosmetics by Category: Value 2017-2022
Table 36 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
Table 37 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2017-2022

Deodorants in Estonia

HEADLINES

PROSPECTS

Sprays and roll-ons to remain the most popular formats

Women are the main consumers of deodorants

Premium deodorants are on the rise

COMPETITIVE LANDSCAPE

Procter & Gamble maintains a leading position, but L’Oréal is challenging it

Unilever enjoys a successful launch of Axe brand

Domestic manufacturers remain marginal

CATEGORY DATA

Table 38 Sales of Deodorants by Category: Value 2012-2017
Table 39 Sales of Deodorants by Category: % Value Growth 2012-2017
Table 40 Sales of Deodorants by Premium vs Mass: % Value 2012-2017
Table 41 NBO Company Shares of Deodorants: % Value 2013-2017
Table 42 LBN Brand Shares of Deodorants: % Value 2014-2017
Table 43 LBN Brand Shares of Premium Deodorants: % Value 2014-2017
Table 44 Forecast Sales of Deodorants by Category: Value 2017-2022
Table 45 Forecast Sales of Deodorants by Category: % Value Growth 2017-2022
Table 46 Forecast Sales of Deodorants by Premium vs Mass: % Value 2017-2022

Depilatories in Estonia

HEADLINES

PROSPECTS

More consumers opt for hair removal at beauty salons

Shaving remains the most popular method of hair removal

Pre-shave products are considered non-essential

COMPETITIVE LANDSCAPE

Procter & Gamble continues to lead depilatories

Reckitt Benckiser Group maintains its outright dominance in hair removers and bleaches

Depilatories for men still a rarity

CATEGORY DATA

Table 47 Sales of Depilatories by Category: Value 2012-2017
Table 48 Sales of Depilatories by Category: % Value Growth 2012-2017
Table 49 NBO Company Shares of Depilatories: % Value 2013-2017
Table 50 LBN Brand Shares of Depilatories: % Value 2014-2017
Table 51 Forecast Sales of Depilatories by Category: Value 2017-2022
Table 52 Forecast Sales of Depilatories by Category: % Value Growth 2017-2022

Fragrances in Estonia

HEADLINES

PROSPECTS

Consumers upgrade to premium fragrances

Online sales of fragrances are increasing

Men continue to prefer mass fragrances over premium

COMPETITIVE LANDSCAPE

Coty secures its leading position

Fragrances remains a fragmented category

Domestic producer withdraws from fragrances competition

CATEGORY DATA

Table 53 Sales of Fragrances by Category: Value 2012-2017
Table 54 Sales of Fragrances by Category: % Value Growth 2012-2017
Table 55 NBO Company Shares of Fragrances: % Value 2013-2017
Table 56 LBN Brand Shares of Fragrances: % Value 2014-2017
Table 57 LBN Brand Shares of Premium Men's Fragrances: % Value 2014-2017
Table 58 LBN Brand Shares of Premium Women's Fragrances: % Value 2014-2017
Table 59 Forecast Sales of Fragrances by Category: Value 2017-2022
Table 60 Forecast Sales of Fragrances by Category: % Value Growth 2017-2022

Hair Care in Estonia

HEADLINES

PROSPECTS

Salon professional hair care is seeing strong growing

Consumer demand for 2-in-1 products is on the rise

Sales of conditioners and treatments are falling

COMPETITIVE LANDSCAPE

L’Oréal maintains its leading position

Local manufacturers are present but insignificant

Global brands compete with new product developments in colourants

CATEGORY DATA

Table 61 Sales of Hair Care by Category: Value 2012-2017
Table 62 Sales of Hair Care by Category: % Value Growth 2012-2017
Table 63 Sales of Hair Care by Premium vs Mass: % Value 2012-2017
Table 64 NBO Company Shares of Hair Care: % Value 2013-2017
Table 65 LBN Brand Shares of Hair Care: % Value 2014-2017
Table 66 NBO Company Shares of Salon Professional Hair Care: % Value 2013-2017
Table 67 LBN Brand Shares of Salon Professional Hair Care: % Value 2014-2017
Table 68 LBN Brand Shares of Premium Hair Care: % Value 2014-2017
Table 69 Forecast Sales of Hair Care by Category: Value 2017-2022
Table 70 Forecast Sales of Hair Care by Category: % Value Growth 2017-2022
Table 71 Forecast Sales of Hair Care by Premium vs Mass: % Value 2017-2022

Mass Beauty and Personal Care in Estonia

HEADLINES

PROSPECTS

Growth of mass beauty and personal care remains positive

Largely female-driven market expands to satisfy demand for male products

Increasing disposable income of lower-end consumers to help mass market grow

COMPETITIVE LANDSCAPE

L’Oréal maintains its lead

Sales of direct sellers stagnate whilst local producers strengthen their positions

Mass brands target millennials via social media

CATEGORY DATA

Table 72 Sales of Mass Beauty and Personal Care by Category: Value 2012-2017
Table 73 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 74 NBO Company Shares of Mass Beauty and Personal Care: % Value 2013-2017
Table 75 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2014-2017
Table 76 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 77 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022

Men's Grooming in Estonia

HEADLINES

PROSPECTS

Men’s interest in hair care and skin care products is growing

Men’s shaving registers losses in value and volume

Systems prevail over disposable razors

COMPETITIVE LANDSCAPE

Procter & Gamble leads men’s grooming with Gillette brand

Multinationals aim to appeal to male consumers with multifunctionality

L’Oréal attempts to increase its share with new skin care products for men

CATEGORY DATA

Table 78 Sales of Men’s Grooming by Category: Value 2012-2017
Table 79 Sales of Men’s Grooming by Category: % Value Growth 2012-2017
Table 80 Sales of Men's Razors and Blades by Type: % Value Breakdown 2013-2017
Table 81 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2017
Table 82 NBO Company Shares of Men’s Grooming: % Value 2013-2017
Table 83 LBN Brand Shares of Men’s Grooming: % Value 2014-2017
Table 84 LBN Brand Shares of Men's Razors and Blades: % Value 2014-2017
Table 85 Forecast Sales of Men's Grooming by Category: Value 2017-2022
Table 86 Forecast Sales of Men's Grooming by Category: % Value Growth 2017-2022

Oral Care in Estonia

HEADLINES

PROSPECTS

Manual toothbrushes still more popular than battery and power brushes

Mouthwashes and dental rinses become a part of daily oral hygiene routine

Sales of whitening oral care products are rising

COMPETITIVE LANDSCAPE

Colgate-Palmolive continues to lead oral care

Regional players pose competition to multinationals

Corega faces negligible competition within denture care

CATEGORY DATA

Table 87 Sales of Oral Care by Category: Value 2012-2017
Table 88 Sales of Oral Care by Category: % Value Growth 2012-2017
Table 89 Sales of Toothbrushes by Category: Value 2012-2017
Table 90 Sales of Toothbrushes by Category: % Value Growth 2012-2017
Table 91 Sales of Toothpaste by Type: % Value Breakdown 2013-2017
Table 92 NBO Company Shares of Oral Care: % Value 2013-2017
Table 93 LBN Brand Shares of Oral Care: % Value 2014-2017
Table 94 Forecast Sales of Oral Care by Category: Value 2017-2022
Table 95 Forecast Sales of Oral Care by Category: % Value Growth 2017-2022
Table 96 Forecast Sales of Toothbrushes by Category: Value 2017-2022
Table 97 Forecast Sales of Toothbrushes by Category: % Value Growth 2017-2022

Premium Beauty and Personal Care in Estonia

HEADLINES

PROSPECTS

Increasing disposable income keeps the category growing

Consumer trend of “less is more” and concern for product safety lead to premiumisation of beauty and personal care

Pharma beauty products are gaining popularity

COMPETITIVE LANDSCAPE

Global brands prevail in a fragmented environment

Domestic producers position themselves as “natural luxury”

Availability of niche brands increases as internet retailing develops

CATEGORY DATA

Table 98 Sales of Premium Beauty and Personal Care by Category: Value 2012-2017
Table 99 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 100 NBO Company Shares of Premium Beauty and Personal Care: % Value 2013-2017
Table 101 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2014-2017
Table 102 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 103 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022

Skin Care in Estonia

HEADLINES

PROSPECTS

Consumers switch to premium products and dermocosmetics

Firming and anti-cellulite body care declines

Sales of acne treatments register steep growth

COMPETITIVE LANDSCAPE

Multinationals lead skin care

Domestic producers strengthen their positions

New launches focus on natural ingredients and multifunctionality

CATEGORY DATA

Table 104 Sales of Skin Care by Category: Value 2012-2017
Table 105 Sales of Skin Care by Category: % Value Growth 2012-2017
Table 106 NBO Company Shares of Skin Care: % Value 2013-2017
Table 107 LBN Brand Shares of Skin Care: % Value 2014-2017
Table 108 LBN Brand Shares of Premium Skin Care: % Value 2014-2017
Table 109 Forecast Sales of Skin Care by Category: Value 2017-2022
Table 110 Forecast Sales of Skin Care by Category: % Value Growth 2017-2022

Sun Care in Estonia

HEADLINES

PROSPECTS

Sun care remains a highly seasonal product

Sales of premium sun care products increase

Self-tanning products start to lose popularity

COMPETITIVE LANDSCAPE

Multinationals lead sun care

Local producers are losing share

Local indie brands enter sun care

CATEGORY DATA

Table 111 Sales of Sun Care by Category: Value 2012-2017
Table 112 Sales of Sun Care by Category: % Value Growth 2012-2017
Table 113 Sales of Sun Care by Premium vs Mass: % Value 2012-2017
Table 114 NBO Company Shares of Sun Care: % Value 2013-2017
Table 115 LBN Brand Shares of Sun Care: % Value 2014-2017
Table 116 LBN Brand Shares of Premium Adult Sun Care: % Value 2014-2017
Table 117 Forecast Sales of Sun Care by Category: Value 2017-2022
Table 118 Forecast Sales of Sun Care by Category: % Value Growth 2017-2022
Table 119 Forecast Sales of Sun Care by Premium vs Mass: % Value 2017-2022

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