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Consumer Health in
Estonia

Country Report

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Executive Summary

Oct 2019
Estonians’ interest in consumer health increases

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.

Price-competition strengthens, while consumers’ rising health knowledge benefits smaller categories

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.

Competitive landscape trends in 2019 are consumer-fuelled

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.

Channels for non-OTC products are the more dynamic

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.

A more moderate performance is predicted as maturity sets in

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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Consumer Health in Estonia

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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.

Consumer Health in Estonia

EXECUTIVE SUMMARY

Estonians’ interest in consumer health increases
Price-competition strengthens, while consumers’ rising health knowledge benefits smaller categories
Competitive landscape trends in 2019 are consumer-fuelled
Channels for non-OTC products are the more dynamic
A more moderate performance is predicted as maturity sets in

MARKET INDICATORS

Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 2 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 3 Sales of Consumer Health by Category: Value 2014-2019
Table 4 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 6 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 7 Distribution of Consumer Health by Format: % Value 2014-2019
Table 8 Distribution of Consumer Health by Format and Category: % Value 2019
Table 9 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches

DEFINITIONS

SOURCES

Summary 1 Research Sources

Analgesics in Estonia

HEADLINES

PROSPECTS

Increasing lifestyle stress sustains demand for analgesics
Higher-priced adult acetaminophen posts healthy growth, while paediatric products increasingly appeal
New formats may face consumer resistance, while online pharmacies offer a healthy source of growth

COMPETITIVE LANDSCAPE

Nycomed leads a stable category
Perskindol is boosted by the preference for natural, while Nurofen gives the category something to chew on
Strong brand loyalty prevails

CATEGORY DATA

Table 11 Sales of Analgesics by Category: Value 2014-2019
Table 12 Sales of Analgesics by Category: % Value Growth 2014-2019
Table 13 NBO Company Shares of Analgesics: % Value 2015-2019
Table 14 LBN Brand Shares of Analgesics: % Value 2016-2019
Table 15 Forecast Sales of Analgesics by Category: Value 2019-2024
Table 16 Forecast Sales of Analgesics by Category: % Value Growth 2019-2024

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

HEADLINES

PROSPECTS

Value sales growth is achieved despite a milder flu season in 2019
Price rises are mild thanks to regulations
Consumers increasingly seek natural cough remedies

COMPETITIVE LANDSCAPE

Foreign companies have the go-to brands
Tried-and-tested names can weather the unpredictability of flu seasons
New formats provide a USP amid high competition

CATEGORY DATA

Table 17 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2014-2019
Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2014-2019
Table 19 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2015-2019
Table 20 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2016-2019
Table 21 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2019-2024
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2019-2024

Dermatologicals in Estonia

HEADLINES

PROSPECTS

Self-medication prevails as stigmatisation lingers
Rising health-awareness allows consumers to cut down on dermatologicals
Internet consultation and sales can overcome the stigma of buying dermatologicals

COMPETITIVE LANDSCAPE

Bayer leads the way
A solid reputation for quality is key for brands
Switches to OTC and online information investment could offer sales potential

CATEGORY DATA

Table 23 Sales of Dermatologicals by Category: Value 2014-2019
Table 24 Sales of Dermatologicals by Category: % Value Growth 2014-2019
Table 25 NBO Company Shares of Dermatologicals: % Value 2015-2019
Table 26 LBN Brand Shares of Dermatologicals: % Value 2016-2019
Table 27 Forecast Sales of Dermatologicals by Category: Value 2019-2024
Table 28 Forecast Sales of Dermatologicals by Category: % Value Growth 2019-2024

Dietary Supplements in Estonia

HEADLINES

PROSPECTS

Growth remains solid thanks to increasingly health-conscious Estonians
Widening product access encourages a stronger consumer base
Establishing a regular presence with a strong brand will be key

COMPETITIVE LANDSCAPE

Orkla leads, anchored in the chemists/pharmacies channel
Private label is finding its consumer base thanks to distribution advantage
A raft of new launches caters to everyone

CATEGORY DATA

Table 29 Sales of Dietary Supplements by Category: Value 2014-2019
Table 30 Sales of Dietary Supplements by Category: % Value Growth 2014-2019
Table 31 Sales of Dietary Supplements by Positioning: % Value 2014-2019
Table 32 NBO Company Shares of Dietary Supplements: % Value 2015-2019
Table 33 LBN Brand Shares of Dietary Supplements: % Value 2016-2019
Table 34 Forecast Sales of Dietary Supplements by Category: Value 2019-2024
Table 35 Forecast Sales of Dietary Supplements by Category: % Value Growth 2019-2024

Digestive Remedies in Estonia

HEADLINES

PROSPECTS

Less healthy lifestyles and an improving economy boost digestive remedies
A switch has made all the difference for proton pump inhibitors
Performance factors vary across digestive remedies

COMPETITIVE LANDSCAPE

Berlin and Sanofi products are still the go-to digestive remedies
International names dominate, but the natural trend favours local players
Opportunities exist in untapped and niche categories

CATEGORY DATA

Table 36 Sales of Digestive Remedies by Category: Value 2014-2019
Table 37 Sales of Digestive Remedies by Category: % Value Growth 2014-2019
Table 38 NBO Company Shares of Digestive Remedies: % Value 2015-2019
Table 39 LBN Brand Shares of Digestive Remedies: % Value 2016-2019
Table 40 Forecast Sales of Digestive Remedies by Category: Value 2019-2024
Table 41 Forecast Sales of Digestive Remedies by Category: % Value Growth 2019-2024

Herbal/Traditional Products in Estonia

HEADLINES

PROSPECTS

More consumers choose the natural path to health
More ways to reach consumers thanks to less red tape
Producers strive to unlock potential of these categories

COMPETITIVE LANDSCAPE

Anchored in chemists/pharmacies, the leading players maintain their rankings
More convenient formats are launched
Players need to ensure stand-out amid an increasingly crowded category

CATEGORY DATA

Table 42 Sales of Herbal/Traditional Products: Value 2014-2019
Table 43 Sales of Herbal/Traditional Products: % Value Growth 2014-2019
Table 44 NBO Company Shares of Herbal/Traditional Products: % Value 2015-2019
Table 45 LBN Brand Shares of Herbal/Traditional Products: % Value 2016-2019
Table 46 Forecast Sales of Herbal/Traditional Products: Value 2019-2024
Table 47 Forecast Sales of Herbal/Traditional Products: % Value Growth 2019-2024

Paediatric Consumer Health in Estonia

HEADLINES

PROSPECTS

Higher standards of living lead more parents to give their children paediatric-specific medicine
OTC red tape will anchor sales to chemists/pharmacies
Paediatric ibuprofen begins to realise its potential

COMPETITIVE LANDSCAPE

Solid distribution is pivotal in achieving category success
Paediatric vitamins and dietary supplements offers key operating advantages
Innovation leans on new product formats and flavours

CATEGORY DATA

Table 48 Sales of Paediatric Consumer Health by Category: Value 2014-2019
Table 49 Sales of Paediatric Consumer Health by Category: % Value Growth 2014-2019
Table 50 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2016-2019
Table 51 Forecast Sales of Paediatric Consumer Health by Category: Value 2019-2024
Table 52 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2019-2024

Sports Nutrition in Estonia

HEADLINES

PROSPECTS

A more active population discovers sports nutrition
Sports protein powder benefits from premiumisation
Distribution widens as more consumers embrace the offering

COMPETITIVE LANDSCAPE

Robocop is still box office for sports nutrition
International names dominate a category that is tough to crack
Standard varieties having more staying power among consumers

CATEGORY DATA

Table 53 Sales of Sports Nutrition by Category: Value 2014-2019
Table 54 Sales of Sports Nutrition by Category: % Value Growth 2014-2019
Table 55 NBO Company Shares of Sports Nutrition: % Value 2015-2019
Table 56 LBN Brand Shares of Sports Nutrition: % Value 2016-2019
Table 57 Forecast Sales of Sports Nutrition by Category: Value 2019-2024
Table 58 Forecast Sales of Sports Nutrition by Category: % Value Growth 2019-2024

Vitamins in Estonia

HEADLINES

PROSPECTS

The health trend and favourable market conditions attract more producers
Price-competition is high, but premiumisation is rising too
Wider distribution options benefit non-OTC vitamins

COMPETITIVE LANDSCAPE

GSK and Nycomed lead a fragmented category
Products become more advanced
Private label is on the rise

CATEGORY DATA

Table 59 Sales of Vitamins by Category: Value 2014-2019
Table 60 Sales of Vitamins by Category: % Value Growth 2014-2019
Table 61 Sales of Multivitamins by Positioning: % Value 2014-2019
Table 62 NBO Company Shares of Vitamins: % Value 2015-2019
Table 63 LBN Brand Shares of Vitamins: % Value 2016-2019
Table 64 Forecast Sales of Vitamins by Category: Value 2019-2024
Table 65 Forecast Sales of Vitamins by Category: % Value Growth 2019-2024

Weight Management and Wellbeing in Estonia

HEADLINES

PROSPECTS

Increasing health-awareness makes Estonians more selective in product choice
Meal replacement benefits from consumer emphasis on dieting
Healthy competition is set to stimulate weight loss supplements

COMPETITIVE LANDSCAPE

Herbalife still tips the scales in weight management and wellbeing
Domestic production is slim, but set to bulk up
Consumer behaviour is strongly dictating channel trends

CATEGORY DATA

Table 66 Sales of Weight Management and Wellbeing by Category: Value 2014-2019
Table 67 Sales of Weight Management and Wellbeing by Category: % Value Growth 2014-2019
Table 68 NBO Company Shares of Weight Management and Wellbeing: % Value 2015-2019
Table 69 LBN Brand Shares of Weight Management and Wellbeing: % Value 2016-2019
Table 70 Forecast Sales of Weight Management and Wellbeing by Category: Value 2019-2024
Table 71 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2019-2024

Wound Care in Estonia

HEADLINES

PROSPECTS

Higher consumer spending favours added-value wound care
Sticking plasters/adhesive bandages cover the most demand
Distribution channels vary by category, with sticking plasters the most omnipresent

COMPETITIVE LANDSCAPE

Most players cannot graze the top three producers
Smaller wound care producers struggle with low-end positioning
Improving economy to foster innovation development

CATEGORY DATA

Table 72 Sales of Wound Care by Category: Value 2014-2019
Table 73 Sales of Wound Care by Category: % Value Growth 2014-2019
Table 74 NBO Company Shares of Wound Care: % Value 2015-2019
Table 75 LBN Brand Shares of Wound Care: % Value 2016-2019
Table 76 Forecast Sales of Wound Care by Category: Value 2019-2024
Table 77 Forecast Sales of Wound Care by Category: % Value Growth 2019-2024