Consumer Lifestyles in Estonia

Consumer Lifestyle

About This Report

May 2017

The economy rebounded strongly from the recent economic downturn. Disposable income has increased significantly, fuelling a 24.5% rise (in real terms) in consumer expenditure between 2011 and 2016. Consumers are also more comfortable turning to consumer credit to fund purchases, particularly big-ticket purchases. The country’s advanced online environment has driven growth in internet retailing, especially among younger consumers. Demand for mortgages remains strong in a healthy housing market.

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Consumer Lifestyles in Estonia

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Chart 1 Consumer Lifestyles in 2016


Rising disposable income fuels consumer spending and drives consumer choices
Tech-savvy consumers thrive in advanced internet environment
Consumers don’t necessarily ‘buy Estonian’
Social media shaping consumer behaviour
Small, ageing consumer market projected to get even smaller and older


Babies and Infants
Greater demand for healthier baby food
Chart 2 Number of Babies and Infants (Aged 0-2) and Average Age at Childbirth
Kids prefer Disney characters over local favourites
Demand for quality and smart design in children’s clothing
Chart 3 Number of Kids (Aged 3-8)
Many parents worry about amount of time Tweens spend on smartphones
Tweens’ diets need improvement
Chart 4 Number of Tweens (Aged 9-12)
Teens flock to young Estonian YouTubers
Chart 5 Distribution of Teens (Aged 13-17)
Young Adults
Young Adults increasingly go abroad for work
Young Adults cling to their technology
Chart 6 Distribution of Young Adults (Aged 18-19) and Age at First Marriage
Middle Youth
From temporary to permanent housing
Chart 7 Distribution of Middle Youth (Aged 30-44)
Mid-Lifers catching up with social media
Chart 8 Number of Mid-Lifers (Aged 45-59)
Later-Lifers increasingly seeking recreation and learning activities
Chart 9 Number of Later-Lifers (Aged 60+) and Life Expectancy


Eating Habits
Growing popularity of homemade bread
Chart 10 Consumer Spending on Food and Non-Alcoholic Drinks: 2016
Drinking Habits
Greater demand for local craft beers
Chart 11 Consumer Spending on Beer, Wines and Spirits: 2016


Attitudes to Health and Wellbeing
Greater demand for alternatives to sugar
Chart 12 Consumer Expenditure on Personal Health: 2016
Ethical Living
Increasing impact of animal rights campaigns
Urbanities shaping the image of recycling
Chart 13 Obese and Overweight Population by Gender: 2000-2016
Sport and Fitness
Disc golf gaining ground
Snowboarding increases in popularity
Chart 14 Percentage of Households Owning a Bicycle: 2016


Home Ownership
Growing demand for ‘smart’ solutions for house owners
Chart 15 Overview of Households: 2016
Household Profiles
Growing significance of family pets
Chart 16 Households by Type, Occupants, and Pet Ownership
Running Costs
Chart 17 Running Costs per Household: 2016


Leisure Time
Emerging alternatives in recreation
Rise in domestic holidays
Chart 18 Holiday Time: 2016
Opportunities for Celebrations and Gift-Giving
Estonians adopting holidays from abroad


The Internet
Growing reliance by consumers on online product research
Chart 19 Accessing the Internet: 2016
Attitudes towards Social Media and Networking


Investing in Yourself: Female Personal Grooming and Hygiene
Chart 20 Consumer Expenditure on Personal Appearance: 2016
Investing in Yourself: Male Personal Grooming and Hygiene
Men buying grooming products online
Style Icons and Celebrity Influences


Main Household Shop
Food waste an issue among consumers
Chart 21 Main Household Shop by Retailer Type: 2016
Shopping for Big-Ticket Items
Shopping Online
Internet research doesn’t always mean internet purchase
Chart 22 Internet Retail Spending: 2016


Attitudes towards Spending
Attitudes towards Savings
Attitudes towards Loans
Demand for mortgages remains strong
Chart 23 Key Spending and Savings Measures: 2016