With solid real GDP growth, lowering inflation and improving disposable incomes, sales of both OTC and non-OTC products are benefiting in Estonia. In 2019, people were more open to buying expensive consumer health items and from a more diverse product range.
Although consumer health continued in a developmental phase and there was positive development within most categories, 2019 growth was not as fast overall as it was in the previous two years. This showed that some categories are maturing.
During 2019, there were no Rx switches that would have an effect on the competitive landscape of OTC products. The very stable legislative environment therefore resulted in trends being driven purely by consumer preferences.
In 2019, there were no major changes in the distribution of consumer health, which is defined by legislation that limits sales of OTC products to chemists/pharmacies only. Meanwhile, in vitamins and dietary supplements, sports nutrition and weight management and wellbeing, a stronger performance of internet retailing and other channels was observed, as these are not classified as OTC.
Over the forecast period, consumer health is expected to face a stronger impact from a stagnating 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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This industry report originates from Passport, our Consumer Health market research database.