Deodorants is well established, mature category in Estonia with very little room for major developments or growth during the forecast period. Estonian consumers have enjoyed constantly rising purchasing power over the review period and further growth here is also consequently not to be expected going forward.
Some impulse in the category is, however, expected via premiumisation with the introduction of more sophisticated brands, as well as problem-solving products, such as medical anti-perspirants like Vichy Homme. Also, local brands targeting premium consumers, such as Joik and Nurme, may gain more share in the category over the course of the forecast period as Estonian consumers are always willing to support local brands, particularly if the quality is good.
E-commerce is highly appreciated for its convenience and prices in Estonia. Online sales benefited during COVID-19, they continued to perform well following the lifting of pandemic restrictions, and further growth is expected over the forecast period.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in Estonia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Deodorants industry in Estonia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Includes deodorants and antiperspirants in cream, pump, roll-on, spray, stick and wipe format. Also included are body splash products and splash colognes, used specifically post-shower for extra freshness. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a gift set these products are excluded.See All of Our Definitions
This report originates from Passport, our Deodorants research and analysis database.
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