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.…

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…

Retail tissue registered similar current value growth to 2021, though volume growth was lower. With the pandemic still lingering in 2021, people still spend significant amounts of time at home and continued to home cook and use paper towels. All the…

After a year during which sales fell sharply, mixed retailers saw a return to growth in 2021. This growth was not enough to compensate for the decline in sales in the previous year, however. Department stores, the largest part of the channel in value…

Fears around virus transmission led to considerably higher standards of cleaning in 2020 as people who endured home seclusion took stringent measures to avoid virus transmission. As a result, bleach volume sales witnessed a notable increase, after…

The widespread closure of foodservice establishments during the government-mandated lockdown in 2020 significantly impacted volume sales of on-trade carbonates. In 2021, following the reopening of foodservice outlets, on-trade volume sales recovered,…

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…

Broadly speaking, the country’s economy emerged from the pandemic in a far better condition than anticipated. Most consumers have not experienced significant financial problems and the country’s GDP rebounded quickly in 2021. The ongoing restrictions…

Home care experienced a mixed performance in response to the COVID-19 pandemic in 2020. Some categories experienced stronger sales, while some witnessed a slowdown. During lockdown, all life activities took place at home including work, learning and…

During 2020, government regulations meant people stayed at home. Moreover, as many businesses and foodservice outlets were closed, there was a strong increase in cooking meals at home. While the closure of foodservice outlets led to decreased demand…

After poor performance in retail volume terms across the review period, concentrates saw some growth in volume sales in 2020 as greater numbers of consumers, especially younger children, were forced to stay at home during the government-mandated…