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Country Report

Consumer Health in

Consumer Health in Estonia

Nov 2018

US$2,650

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Executive Summary

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Despite positive growth for most categories due to the reviving economy and improving purchasing power, the general performance of consumer health products could be defined as stable in terms of regulatory changes and lack of any significant trend or development that would bring significant changes.

Although consumer health continued in a developmental phase and there was positive development within most categories, 2018 growth was not as fast overall as it was during the review period. This showed that some categories started to approach maturity.

In most categories Estonian companies witnessed fewer changes within leading positions, as most leading players were able to sustain their share despite new requirements for pharmacists to advise on cheaper options. This was possible due to the fact that most leading players already offered products at competitive prices and ran price-based promotions, as well as regularly supported their products with advertising.

Chemists/pharmacies remained the core distribution channel for consumer health. Due to the importance of chained pharmacies within the channel, it is commonly considered of great importance for existing and new players to be present within this channel, as it secures wide presence of the product around the country and is therefore crucial for a product’s success.

Over the forecast period, consumer health is expected to face stronger impact from the declining population in Estonia, as more categories will approach maturity. This will require producers to consider innovation, focus on brand awareness and strengthen distribution even more.

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Consumer Health Sample Report Consumer Health Sample Data

Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Consumer Health industry in Estonia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Consumer Health industry in Estonia, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Estonia for free:

The Consumer Health in Estonia market research report includes:

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

Our market research reports answer questions such as:

What is the market size of Consumer Health in Estonia?
What are the major brands in Estonia?
What are the main trends in OTC Healthcare?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Health market research database.

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Analgesics in Estonia

ANALYSIS

Headlines

Prospects

Consumer base expands due to changing lifestyles
Newer OTC products witness better growth in 2018
Consumers are used to existing formats and innovation is not always accepted well

Competitive Landscape

GSK Consumer Healthcare leads analgesics sales
UAB Norameda Eesti attains fastest growth by offering a natural topical analgesic
Brand loyalty remains high in analgesics

DATAGRAPHICS

Market Sizes

Sales of Analgesics
Sales Performance of Analgesics
Sales of Analgesics by Category

Distribution

Channel Distribution for Analgesics

Competitive Landscape

Company Shares of Analgesics
Company Share Performance in Analgesics
Retail Sales Performance by Company
Market Concentration of Analgesics by Company
Brand Shares of Analgesics
Brand Share Performance in Analgesics
Retail Sales Performance by Brand
Market Concentration of Analgesics by Brand

CONTEXT

International Contex

Analgesics Retail Sales by Region
Analgesics in Estonia

FMCG Index

Analgesics vs Selected FMCG Industries

Socioeconomic Context

Population Growth Index
Estonia vs Other Geographies
Households with a Disposable Income Over USD25,000 - Estonia

Cough, Cold and Allergy (Hay Fever) Remedies in Estonia

ANALYSIS

Headlines

Prospects

Cough, cold and allergy (hay fever) remedies remains a seasonal product
Unit price stability is a key factor in value performance
Flu season and new product developments influence growth

Competitive Landscape

Established brands lead sales
Competition pushes producers to look for new options
International players dominate cough, cold and allergy (hay fever) remedies

DATAGRAPHICS

Market Sizes

Sales of Cough, Cold and Allergy (Hay Fever) Remedies
Sales Performance of Cough, Cold and Allergy (Hay Fever) Remedies
Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category

Distribution

Channel Distribution for Cough, Cold and Allergy (Hay Fever) Remedies

Competitive Landscape

Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies
Company Share Performance in Cough, Cold and Allergy (Hay Fever) Remedies
Retail Sales Performance by Company
Market Concentration of Cough, Cold and Allergy (Hay Fever) Remedies by Company
Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies
Brand Share Performance in Cough, Cold and Allergy (Hay Fever) Remedies
Retail Sales Performance by Brand
Market Concentration of Cough, Cold and Allergy (Hay Fever) Remedies by Brand

CONTEXT

International Contex

Cough, Cold and Allergy (Hay Fever) Remedies Retail Sales by Region
Cough, Cold and Allergy (Hay Fever) Remedies in Estonia

FMCG Index

Cough, Cold and Allergy (Hay Fever) Remedies vs Selected FMCG Industries

Socioeconomic Context

Population Growth Index
Estonia vs Other Geographies
Households with a Disposable Income Over USD25,000 - Estonia

Dermatologicals in Estonia

ANALYSIS

Headlines

Prospects

Dermatologicals remains a stigmatised category
Dermatologicals shows signs of maturity
Online pharmacies helps overcome stigma

Competitive Landscape

Competitive landscape sees fewer changes
Brand awareness tends to define success of international players’ products
Companies may use stigma to their advantage

DATAGRAPHICS

Market Sizes

Sales of Dermatologicals
Sales Performance of Dermatologicals
Sales of Dermatologicals by Category

Distribution

Channel Distribution for Dermatologicals

Competitive Landscape

Company Shares of Dermatologicals
Company Share Performance in Dermatologicals
Retail Sales Performance by Company
Market Concentration of Dermatologicals by Company
Brand Shares of Dermatologicals
Brand Share Performance in Dermatologicals
Retail Sales Performance by Brand
Market Concentration of Dermatologicals by Brand

CONTEXT

International Contex

Dermatologicals Retail Sales by Region
Dermatologicals in Estonia

FMCG Index

Dermatologicals vs Selected FMCG Industries

Socioeconomic Context

Population Growth Index
Estonia vs Other Geographies
Households with a Disposable Income Over USD25,000 - Estonia

Dietary Supplements in Estonia

ANALYSIS

Headlines

Prospects

Dietary supplements becomes more fragmented
Growing consumer base benefits consumers in multiple ways
Competition is set to become even stronger

Competitive Landscape

Despite increasing competition leadership remains unchanged
International players dominate despite significant rise of domestic players
Producers choose very diverse strategies to succeed in dietary supplements

DATAGRAPHICS

Market Sizes

Sales of Dietary Supplements
Sales Performance of Dietary Supplements
Sales of Dietary Supplements by Category

Competitive Landscape

Company Shares of Dietary Supplements
Company Share Performance in Dietary Supplements
Retail Sales Performance by Company
Market Concentration of Dietary Supplements by Company
Brand Shares of Dietary Supplements
Brand Share Performance in Dietary Supplements
Retail Sales Performance by Brand
Market Concentration of Dietary Supplements by Brand

CONTEXT

International Contex

Dietary Supplements Retail Sales by Region
Dietary Supplements in Estonia

FMCG Index

Dietary Supplements vs Selected FMCG Industries

Socioeconomic Context

Population Growth Index
Estonia vs Other Geographies
Households with a Disposable Income Over USD25,000 - Estonia

Digestive Remedies in Estonia

ANLAYSIS

Headlines

Prospects

Growth opportunities derive from lifestyle changes
Self-medication and OTC status benefit proton pump inhibitors
Different factors drive digestive remedies

Competitive Landscape

Fewer changes among leading players in 2018
International players outperform domestic producers
Despite obstacles to entry, options for new developments still exist

DATAGRAPHICS

Market Sizes

Sales of Digestive Remedies
Sales Performance of Digestive Remedies
Sales of Digestive Remedies by Category

Distribution

Channel Distribution for Digestive Remedies

Competitive Landscape

Company Shares of Digestive Remedies
Company Share Performance in Digestive Remedies
Retail Sales Performance by Company
Market Concentration of Digestive Remedies by Company
Brand Shares of Digestive Remedies
Brand Share Performance in Digestive Remedies
Retail Sales Performance by Brand
Market Concentration of Digestive Remedies by Brand

CONTEXT

International Contex

Digestive Remedies Retail Sales by Region
Digestive Remedies in Estonia

FMCG Index

Digestive Remedies vs Selected FMCG Industries

Socioeconomic Context

Population Growth Index
Estonia vs Other Geographies
Households with a Disposable Income Over USD25,000 - Estonia

Herbal/Traditional Products in Estonia

ANALYSIS

Headlines

Prospects

Herbal/traditional products observes positive development
Herbal/traditional paediatric dietary supplements has greatest potential for growth
Status of dietary supplements benefits herbal/traditional products

Competitive Landscape

Bionorica remains the leading producer in Estonia
International players lead sales
Distribution and brand awareness are expected to remain key

DATAGRAPHICS

Market Sizes

Sales of Herbal/Traditional Products
Sales Performance of Herbal/Traditional Products
Sales of Herbal/Traditional Products by Category

Distribution

Channel Distribution for Herbal/Traditional Products

Competitive Landscape

Company Shares of Herbal/Traditional Products
Company Share Performance in Herbal/Traditional Products
Retail Sales Performance by Company
Market Concentration of Herbal/Traditional Products by Company
Brand Shares of Herbal/Traditional Products
Brand Share Performance in Herbal/Traditional Products
Retail Sales Performance by Brand
Market Concentration of Herbal/Traditional Products by Brand

CONTEXT

International Contex

Herbal/Traditional Products Retail Sales by Region
Herbal/Traditional Products in Estonia

FMCG Index

Herbal/Traditional Products vs Selected FMCG Industries

Socioeconomic Context

Population Growth Index
Estonia vs Other Geographies
Households with a Disposable Income Over USD25,000 - Estonia

Paediatric Consumer Health in Estonia

ANALYSIS

Headlines

Prospects

Changing consumer attitudes benefit the category
Paediatric ibuprofen has greatest potential for growth
Dominance of OTC products defines distribution channels

Competitive Landscape

Reckitt Benckiser Poland secures a leading position in 2018
Paediatric vitamins and dietary supplements is expected to drive innovation
Producers are expected to focus on brand awareness

DATAGRAPHICS

Market Sizes

Sales of Paediatric Consumer Health
Sales Performance of Paediatric Consumer Health
Sales of Paediatric Consumer Health by Category

Distribution

Channel Distribution for Paediatric Consumer Health

CONTEXT

International Contex

Paediatric Consumer Health Retail Sales by Region
Paediatric Consumer Health in Estonia

FMCG Index

Paediatric Consumer Health vs Selected FMCG Industries

Socioeconomic Context

Population Growth Index
Estonia vs Other Geographies
Households with a Disposable Income Over USD25,000 - Estonia

Sports Nutrition in Estonia

ANALYSIS

Headlines

Prospects

Sports nutrition remains a developing category, but starts to stabilise
Shift towards higher quality and expensive products defines best performing category
Internet retailing is a prominent channel in sports nutrition

Competitive Landscape

Robocop maintains it leadership due to active support for its products
Sports nutrition observes high rotation of players
Estonians tend to focus on standard products more and less on innovation

DATAGRAPHICS

Market Sizes

Sales of Sports Nutrition
Sales Performance of Sports Nutrition
Sales of Sports Nutrition by Category

Distribution

Channel Distribution for Sports Nutrition

Competitive Landscape

Company Shares of Sports Nutrition
Company Share Performance in Sports Nutrition
Retail Sales Performance by Company
Market Concentration of Sports Nutrition by Company
Brand Shares of Sports Nutrition
Brand Share Performance in Sports Nutrition
Retail Sales Performance by Brand
Market Concentration of Sports Nutrition by Brand

CONTEXT

International Contex

Sports Nutrition Retail Sales by Region
Sports Nutrition in Estonia

FMCG Index

Sports Nutrition vs Selected FMCG Industries

Socioeconomic Context

Population Growth Index
Estonia vs Other Geographies
Households with a Disposable Income Over USD25,000 - Estonia

Vitamins in Estonia

ANALYSIS

Headlines

Prospects

Legislation on OTC products impacts vitamins
Vitamins is a developing category
Established brands and new players tend to use different channels

Competitive Landscape

Leaders maintain dominance in vitamins
Domestic producers continue active development
Private label enters the category

DATAGRAPHICS

Market Sizes

Sales of Vitamins
Sales Performance of Vitamins
Sales of Vitamins by Category

Competitive Landscape

Company Shares of Vitamins
Company Share Performance in Vitamins
Retail Sales Performance by Company
Market Concentration of Vitamins by Company
Brand Shares of Vitamins
Brand Share Performance in Vitamins
Retail Sales Performance by Brand
Market Concentration of Vitamins by Brand

CONTEXT

International Contex

Vitamins Retail Sales by Region
Vitamins in Estonia

FMCG Index

Vitamins vs Selected FMCG Industries

Socioeconomic Context

Population Growth Index
Estonia vs Other Geographies
Households with a Disposable Income Over USD25,000 - Estonia

Wound Care in Estonia

ANALYSIS

Headlines

Prospects

Sticking plasters/adhesive bandages largely defines performance of wound care
Improving purchasing power is major driving force in value sales
Distribution varies for all wound care categories

Competitive Landscape

Large international players dominate wound care
Brand loyalty and fast brand rotation are observed simultaneously
Focus shifts towards new formats and value-added products

DATAGRAPHICS

Market Sizes

Sales of Wound Care
Sales Performance of Wound Care
Sales of Wound Care by Category

Distribution

Channel Distribution for Wound Care

Competitive Landscape

Company Shares of Wound Care
Company Share Performance in Wound Care
Retail Sales Performance by Company
Market Concentration of Wound Care by Company
Brand Shares of Wound Care
Brand Share Performance in Wound Care
Retail Sales Performance by Brand
Market Concentration of Wound Care by Brand

CONTEXT

International Contex

Wound Care Retail Sales by Region
Wound Care in Estonia

FMCG Index

Wound Care vs Selected FMCG Industries

Socioeconomic Context

Population Growth Index
Estonia vs Other Geographies
Households with a Disposable Income Over USD25,000 - Estonia

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Megatrends

Country Report

Consumer Health in Estonia

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Executive Summary

New Report Guarantee

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Overview

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Table of Contents

Analgesics in Estonia

ANALYSIS

Headlines

Prospects

Competitive Landscape

DATAGRAPHICS

Market Sizes

Distribution

Competitive Landscape

CONTEXT

International Contex

FMCG Index

Socioeconomic Context

Cough, Cold and Allergy (Hay Fever) Remedies in Estonia

ANALYSIS

Headlines

Prospects

Competitive Landscape

DATAGRAPHICS

Market Sizes

Distribution

Competitive Landscape

CONTEXT

International Contex

FMCG Index

Socioeconomic Context

Dermatologicals in Estonia

ANALYSIS

Headlines

Prospects

Competitive Landscape

DATAGRAPHICS

Market Sizes

Distribution

Competitive Landscape

CONTEXT

International Contex

FMCG Index

Socioeconomic Context

Dietary Supplements in Estonia

ANALYSIS

Headlines

Prospects

Competitive Landscape

DATAGRAPHICS

Market Sizes

Competitive Landscape

CONTEXT

International Contex

FMCG Index

Socioeconomic Context

Digestive Remedies in Estonia

ANLAYSIS

Headlines

Prospects

Competitive Landscape

DATAGRAPHICS

Market Sizes

Distribution

Competitive Landscape

CONTEXT

International Contex

FMCG Index

Socioeconomic Context

Herbal/Traditional Products in Estonia

ANALYSIS

Headlines

Prospects