Estonia

While higher disposable incomes are encouraging Estonians to purchase higher quality more diverse ranges of tea, which supported current value growth in 2019, the maturity of the category and a stagnation in total population growth has led to only ...

Retail volume sales of coffee experienced stable demand in 2019, as the growing popularity of cafés in Estonia, evident in the strong volume growth recorded by foodservice, significantly impacted trends and the development of coffee in the country. ...

Other hot drinks remained a fairly small category in Estonia in 2019, in value if not in overall volume size. This is due to its lower unit price per kg compared to tea and coffee. The category continued to be mainly represented by chocolate-based ...

Hot drinks in Estonia is mature with low retail volume growth recorded in 2019, as per capita consumption continued to reach high levels. However, current value sales recorded higher growth due to rising unit prices, a trend that is predicted to ...

Ready meals benefit from being the perfect meal solution for the growing demand for convenience, while low price-points and established positions allows for high levels of future development. Middle-aged and older Estonians remember the era when ...

Pickled products have a robust and traditional positioning in Estonia, with growth coming primarily from inflation, with the traditional appeal and aspect of the products leaving little room or need for innovation. When it comes to table sauces and ...

In 2019, several domestic and foreign players were successful in launching innovations within sweet spreads, challenging the dominant brands. This was particularly true for chocolate spreads and Nutella, with new entries looking to gain share from ...

Soup experienced good sales growth in 2019, although there was only marginal retail volume growth. Over the forecast period, growth for soup will primary be driven by inflation and product development. Adding value to shelf stable soup will boost ...

Sunflower and seed oils dominate sales of edible oils in Estonia, predominantly as they are a part of the country’s Soviet heritage. Liquid margarine is also generally absent on store shelves, with Estonians primarily using edible oils in their ...

The economy is gradually becoming more balanced and is performing well. The expansion will be fuelled by domestic demand, as consumer confidence increases. Residential investment has picked up, after a housing downturn, making a sizeable contribution...

Despite being a mature and well-established category, analgesics maintained positive development in 2019, which is expected to continue in coming years. Although stagnation is expected in the total population, a gradually growing number of people ...

Cough, cold and allergy (hay fever) remedies continues to be dependent on the flu season by nature and this is expected to remain the core factor behind its performance over the forecast period. Although the government tries to increase flu ...

Most dermatologicals categories are related to sensitive issues, as people commonly associate the conditions and these products with low hygiene standards. As a result, dermatological issues may cause a lot of discomfort, as people are often ...

Similar to vitamins, the category of dietary supplements is driven mainly by the health and wellness trend. More people use dietary supplements not only to support their nutrition with microelements, but also to prevent illness. As the wealth of ...

The increasing pace of life among consumers has benefited digestive remedies, as more people are tending to eat out or on the go, including snacks, given they have less time for cooking at home. As the economy has continued to grow, more people have ...

Herbal/traditional products is a category on the rise and generally experiencing a better sales performance than standard-medicine equivalents. Generally, these products are perceived as health-friendlier options compared with standard products, ...

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 ...

Paediatric consumer health witnessed further expansion in terms of product assortment and sales in 2019 despite a declining birth rate. Growth was aided by the number of children aged 0-14 years increasing during the year, and by purchasing power ...

Sports nutrition remains a developing category in Estonia, but has started to become more stable. As a result, in 2019 most value growth derived from the consumer shift towards more expensive products, due to improving purchasing power. Moreover, ...

Vitamins is dominated by standard products, with most of the leading brands also considered OTC products, as they maintain a higher than recommended daily dose of vitamins. This implicates some restrictions on the distribution, advertising and ...