Beauty and Personal Care

Sales of baby and child-specific products record further growth in 2022 as normal trading and consumers’ usual routines resume with the lifting of pandemic restrictions and opening up of society. Baby wipes remained the largest product within the…

Bath and shower is far from being the most dynamic beauty and personal care category in Estonia and in the region in general. During the height of the pandemic, there was significant demand for bath and shower products such as liquid soap and hand…

The beauty and personal care market in Estonia lost momentum in 2022 following a particularly strong 2021. Consumers returned to their pre-pandemic behaviours and found that reasons for concern were changed, but had not gone away. War in Ukraine and…

Sales of colour cosmetics grew well in 2022 with demand recovering as pandemic restrictions were lifted. Pandemic restrictions especially hampered sales of the “under the mask” categories such as lip products, but increased demand for such products…

Sales of deodorants registered strong growth in 2022 as consumers returned to their social and professional lives, and participated in activities such as sport. Deodorants were negatively impacted by the 2020 pandemic lockdowns, as with people…

Depilatories was negatively affected by the pandemic as, with women going out less, there was less demand for depilatories. In 2022, the category recorded fast growth as consumers returned to work and social activities, recouping the losses of the…

Fragrances were negatively impacted by pandemic lockdowns, as with people spending significant amounts of time at home and not meeting with other people and socialising, there was less demand for fragrances. In 2021, with society gradually opening up…

Hair care resumed its usual, pre-pandemic performance in 2022, following a revival in 2021 in most categories. Styling agents was the best-performing category in 2022, recording double-digit value and volume growth in the year. Styling agents was the…

Mass beauty and personal care continued to account for more values sales than premium in beauty and personal care in 2022. While developing, the purchasing power in Estonia is below the EU average, therefore price-sensitive consumers mostly purchase…

Men’s grooming suffered from the pandemic lockdowns, with current value and volume decline, as with men spending significant amounts of time at home, they shaved less etc. In 2022, the category recorded growth, with the return to work, social…

Oral care is a mature category in Estonia and oral care is an established habit among consumers, who have enjoyed a good level of purchasing power over the last decade. The main dynamism in the market occurred during the early review period, then the…

In 2022, sales of premium beauty and personal care were not as strong as in 2021 in volume terms. In 2021, with society opening up in the wake of the pandemic, premium beauty and personal care registered a strong recovery, which could not be expected…

Skin care recorded healthy growth in 2022. The post-pandemic turmoil has not significantly affected the performance of skin care, and consumers continue to pamper themselves, especially with facial care products. Many consumers adopted new skin care…

Sun care recorded strong double-digit growth in 2022 in both value and volume terms following the lifting of pandemic restrictions and the return of both local and international tourism in Estonia. Aftersun and self-tanning products have very limited…