Estonia

In 2022, wipes registered both a healthy increase in value sales, also a moderate increase in volume sales. This was in spite of high inflation, mainly caused by an energy crisis, stemming from the war in nearby Ukraine. Cosmetic wipes were the best…

Changing trends and a perceived need for polishes over the review period were exacerbated by higher price-sensitivity from the onset of the Coronavirus (COVID-19) pandemic. As consumers prioritised essential and lower-priced brands or private label…

Laundry care derived some benefit from the Coronavirus (COVID-19) pandemic in 2020. Many consumers had to self-isolate, while those who were able to work from home rather than commute to their places of work. More time spent at home and a strong…

Spray/aerosol insecticides remained by far the leading format in home insecticides in Estonia at the end of the review period. Within home insecticides, the spray/aerosol format is perceived to be the most convenient option to use to repel or kill…

As fears surrounding the Coronavirus (COVID-19) pandemic eased and consumers started to spend less time at home, house cleaning routines were often less frequent or rigorous from 2021. As a result, overall retail volume growth continued to slow in…

During 2020, consumers were forced to spend more time at home in light of the Coronavirus (COVID-19) pandemic. In addition to lockdown and general home seclusion, more people had to work and study from home. This increased awareness of the home…

In 2022, though there was a double-digit growth in current value sales of sanitary protection, volume growth was minimal. The war in nearby Ukraine had a significant impact, with the resultant energy crisis leading to soaring inflation and dampening…

Fears around Coronavirus (COVID-19) 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 retail volume sales witnessed a notable…

Most home care categories derived some benefit from the Coronavirus (COVID-19) pandemic in 2020, seeing a return to retail volume growth or higher increments than in 2019. Lockdown and home seclusion measures led to remote working, distance learning…

In 2022, automatic dishwashing liquids registered the fastest retail volume and current value growth, largely because new liquid products are multifunctional and include not only the active element, but salt and water softener, too. More consumers…

In 2022, though there was a double-digit growth in current value sales of sanitary protection, volume growth was minimal. The war in nearby Ukraine had a significant impact, with the resultant energy crisis leading to soaring inflation and dampening…

Toilet liquids/foam continued to dominate retail volume and value sales in toilet care in 2022. In terms of killing bacteria and ensuring hygiene, this format is considered to be the most effective. Moreover, there is a wide price range from which to…

In 2022, though there was a double-digit growth in current value sales of nappies/diapers/pants, volume growth fell for all products, except for disposable pants. The war in nearby Ukraine had a significant impact, with the resultant energy crisis…

In 2022, though there was double-digit growth in current value sales of tissue and hygiene, volume growth was minimal. The war in nearby Ukraine had a significant impact, with the resultant energy crisis leading to soaring inflation and dampening…

In 2022, retail adult incontinence registered both a healthy increase in value and volume sales. There is growing awareness of adult incontinence and increased availability through retail channels. In addition, the elderly population is growing and…

Sales of soft drinks in Estonia recorded positive growth in both volume and current value terms in 2022. Manufacturers’ adherence to the healthy lifestyle trend by offering more reduced sugar drinks, fortified products with vitamins and minerals, as…

Black tea recorded the fastest value growth in tea in 2022 due to an increased consumer focus on health, particularly in the wake of COVID-19. Tea is the second most popular choice of hot drink in Estonia with some seasonal peculiarities. Estonians…

In 2022, demand for staple foods has declined as unit prices have soared. Retail volume sales have been under pressure for much of the review period but surging production costs and rising inflation in 2022 have forced prices up, resulting in…

Digestive remedies is one of the smaller OTC categories in Estonia, encouraging less demand than vitamins and dietary supplements and analgesics, which most consumers use during periods of seasonal flu and colds. However, during 2020, demand for…

Overall, the picture was bleak for tobacco in Estonia in 2021, with a fall in current value sales, largely driven by a sizeable drop in volume sales of cigarettes. Several factors led to the volume drop in cigarettes. More people gave up smoking…