Estonia

Though men’s grooming saw moderate growth overall in 2019, it has yet to reach the significant pace that was anticipated during the review period, when Estonian men spent increasing amounts of both money and time on their appearance. Rising demand ...

Deodorants saw continued current value growth in 2019, and the first positive growth in constant value terms since 2015, thanks to increased consumer purchasing power. Overall, premium deodorants outpaced mass deodorants in terms of both constant and...

Increased consumer purchasing power along with rising awareness of the benefits of beauty regimens and personal hygiene routines were the driving forces behind the growth of premium beauty and personal care in Estonia in 2019. Premium fragrances ...

Rising awareness of the importance of oral hygiene to overall health and wellbeing continued to fuel demand for products within in oral care in Estonia in 2019. All product areas saw robust growth, benefiting from development and innovation as ...

Depilatories witnessed slowed current value growth in 2019 and continued negative growth in terms of constant value. The category overall suffers from increasing competition from salons offering professional hair removal treatments, particularly ...

Mass beauty and personal care saw continued growth and development in Estonia in 2019, with products appealing to a broad consumer base and all income groups. The category faced increased competition from premium beauty and personal care, as ...

Favourable economic conditions in Estonia led to improved purchasing power in 2019, which drove the growth of hair care. Consumers showed rising demand for high quality products in the top price segments, focusing on those offering value-added ...

Fragrances saw strong and stable growth in Estonia in 2019, with improved purchasing power enabling increased numbers of consumers to opt for premium varieties over mass. The premiumisation trend drove overall growth as consumers continued to shift ...

Colour cosmetics saw current value growth across most product areas in 2019. However, there was negative growth within blusher/bronzer/highlighter, foundation/concealer, nail polish and polish remover, and several product areas witnessed some decline...

Stable birth rates in Estonia in 2019, along with improved consumer purchasing power, contributed to baby and child-specific products’ growth, with parents keen to purchase higher-quality products insofar as they could afford them. In the case of ...

Bath and shower saw healthy growth for the second consecutive year in 2019, which was in large part due to the particularly hot summer weather in Estonia, prompting consumers to shower more frequently than usual. Product areas witnessed diverse ...

Skin care enjoyed continued robust growth in 2019, with sales boosted by increased consumer purchasing power and rising awareness of the benefits of a daily skin care routine. The premiumisation trend gained pace, driving overall growth as ...

Sun care saw healthy growth in 2019, benefiting from a particularly warm summer season which boosted sales during the peak months of June-August. Rising disposable incomes also contributed to growth, with increased numbers of Estonians stocking up on...

Beauty and personal care in Estonia is suffering a heavy impact from COVID-19 both in terms of falling sales and ongoing economic adversity. At the height of the pandemic, measures taken to contain the virus and minimise its health impact led to the ...

AFH tissue and hygiene saw relatively substantial growth both in current value and volume terms in 2019. As the economy continued to prosper, consumer engagement with away-from-home experiences grew in line with their rising disposable income levels....

In 2019 rx/reimbursement adult incontinence experienced strong growth as Estonia is becoming closer to a welfare state, and Estonians facing incontinence issues visited doctors to obtain the documentation needed to get the products. The system is ...

The COVID-19 outbreak saw increased demand for tissue and hygiene in the first half of 2020, especially retail tissue, certainly at the start of the pandemic when consumers stockpiled products in anticipation of possible shortages and forced ...

Sales of sanitary protection showed some positive growth in Estonia in 2019, despite maturity of demand. There is no expectation for drastic demographic changes that could impact sanitary protection in the future years. However, as the Estonian ...

Toilet paper remains the most important growth area in retail tissue, as these products are a basic necessity. This status has somehow left the category unaffected by the rising concerns with paper consumption and its negative impact on the ...

The use of wipes has become more common amongst Estonians in 2019 seeing a positive outlook in all categories. Due to increased consumer awareness, innovative solutions within the category are gaining traction to facilitate the use of wipes in daily ...