Estonia

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 ...

Retail adult incontinence sales had another strong year in 2019. The ageing population represents the key factor behind such positive sales growth. Moreover, senior citizens are seeing their disposable income rising and therefore are more willing to ...

According to Euromonitor International data, the number of children aged up to three years remained relatively stable in 2019, with the birth rate in slight decline. This factor has curtailed growth across nappies/diapers/pants in Estonia as volume ...

Global shifts in gender, ageing, migration, housing and education are transforming the size, location and general make-up of households around the globe, with diverse implications for governments and companies. Households insights can help identify ...

The economy is will weaken in 2020, held back by measures taken to contain COVID-19. Domestic demand will be affected by closures of all but essential businesses, whilst export demand will be affected by the global slowdown due to the worldwide ...

The landscape in which businesses operate has an impact on the supply chains and regulatory matters while offering scope for innovation and new ways of doing business. Insights on key sectors directly related to the environmental sustainability of a ...

Direct selling must be recognised as one of the stagnating retail channels in Estonia in 2019. Direct selling has a long tradition in the country, with major players coming from Scandinavia back in the 1990s. However, after a long period of healthy ...

Competition remains high in modern grocery retailers forcing players to continue innovating in order to reduce operational costs. At the same time, measures taken to reach this goal are designed not to harm the shopping experience....

The legal environment of the major channel in health and beauty specialist retailers – chemists/pharmacies – changes in 2020. The main point which is set to impact performance of the whole channel is related to the ownership rights of pharmacies. As...

Retailing in Estonia is gaining the same features as those found in most developed countries. Primarily in that its growth is supported by consistent growth in the economy, resulting in a constantly increasing purchasing power. At the same time ...

Local e-stores are demonstrated strong growth in 2019. An increasing level of online services along with faster delivery times makes local e-stores highly competitive against foreign online retailers. This trend is a relatively new one, since most ...

Being one of the best developed countries in the world in terms of internet infrastructure, Estonia is more than ready for the next breakthroughs in online retail and fintech technologies. Similarly to other Baltic States, Estonia invested a lot into...

Traditional grocery retailers faced tough competition from modern grocery retailers during the review period, particularly in 2019. However, in certain niches, such as alcohol retailing, they are strong and appear to be coping well with this ...

Mixed retailers in general face huge competition from other channels in Estonia in 2019. All the major grocery and non-grocery retailers are actively expanding their services and consumer shopping experience. As a result, mixed retailers, especially ...

Apparel and footwear specialist retailers is experiencing a good time in Estonia in 2019 following healthy results during the review period. Constantly growing consumer purchasing power translates into a growing demand for apparel and footwear making...