Estonia

Laundry care responded well to the COVID-19 pandemic in 2020. Many consumers had to self-isolate, while those who were able to, worked from home rather than commute to their places of work. More time spent at home and strong focus on maintaining high…

Home insecticides is a small product area in Estonia. Ants is one of the main insect problems people face, and many still combat this with natural solutions such as salt. As a result, home insecticide was seeing current value decline over the review…

Although RTD tea has a carbonated subcategory, in general this type of product is not as popular or well known in Estonia as standard carbonates or hot drinks. The COVID-19 pandemic significantly impacted RTD tea in 2020, with decline recorded across…

Coffee remains the most popular hot drink in Estonia. The COVID-19 pandemic and ensuing lockdowns, and continued work-from-home in 2021 have benefited retail sales of coffee, as consumers have been seeking to recreate the café experience at home.…

Fragrances were negatively impacted by the 2020 pandemic lockdowns, as with people spending significant amounts of time at home and not meeting with other people and socialising, there was less demand for fragrances. In 2021, with society gradually…

With the pandemic still lingering in 2021, there was still strong demand for wipes. In addition, with society opening up and many workers returning to offices, consumers were leading busy lives once again and valued convenience. Baby wipes continued…

Sales of polishes slowed in 2020 due to the negative impact of COVID-19. Consumers prioritised products that offer disinfecting properties with hygiene becoming paramount in order to avoid catching and spreading the virus. As a result, polishes were…

In 2021, retail sales of soft drinks demonstrated positive growth in both volume and current value terms. During the year many Estonians continued to work from home. This benefited retail sales of coffee, as consumers sought to recreate the café…

Tea is the second most popular choice of hot drink in Estonia and can be described as a moderately developing category with some seasonal peculiarities. Estonians are used to drinking a lot of tea during seasonal flu, and this trend was accelerated…

In 2021, demand for staple foods slowed down, albeit still portraying positive growth. This comes after a year of staggering growth when consumers stockpiled staple items such as processed fruit and vegetables, rice and pasta in the early stages of…

Hair care did not benefit as much from the opening up of society in 2021 as other beauty and personal care products. In 2021, hair care registered a healthy increase in current sales, but only a slight increase in volume sales, after a poor trading…

After a dip in value sales in the previous year, direct selling returned to growth in 2021. The main reason for this was the easing of restrictions on movement and socialisation, and consumer anxiety about the pandemic fading. This made it possible…

During 2020, concerns around virus transmission as well as more time spent at home during lockdown contributed to higher growth across some surface care categories. While the pandemic did not alter the overall growth trend for surface care in…

RTD coffee is regarded as offering a convenient alternative to energy drinks for consumers who tend to perceive coffee as a healthier option. The convenience trend in Estonia is leading to a growing number of busy local consumers looking for packaged…

On-trade sales of bottled water declined drastically in 2020 as foodservice outlets closed and Estonia grappled with the COVID-19 pandemic. Moreover, bottled water is often consumed during or after sporting activities in Estonia and widespread…

In 2021, coffee remains the most popular hot drink in Estonia. Estonians are increasingly aware of coffee from exotic origins, leading them to want to recreate a café-like experience at home, a trend that was accelerated by on-trade closures during…

Sun care was unaffected by the pandemic and registered healthy current value and volume growth in both 2020 and 2021. Hot summers contributed to healthy growth. In addition, with some foreign tourists returning in 2021 and Estonians also holidaying…

During 2020, consumers were forced to spend more time at home. In addition to lockdown and home seclusion, more people had to work from home. As a result, car air fresheners became less of a necessity and saw a slowdown in current value sales.…

Total volume growth in juice relies heavily on on-trade sales, which were drastically affected in 2020 by the government-mandated lockdown measures put in place to try to contain the COVID-19 pandemic. In 2021, we saw a recovery of sales in the…

Energy drinks recorded positive growth in off-trade current value and volume terms in 2021. Buoyancy in retail sales can be attributed to the growing popularity of energy drinks among younger demographics in Estonia and increasingly hectic…