Estonia

Sports activity is popular in Estonia, with the number of people actively perusing sports or working out at the gym growing in 2022. Together, consumer education on both sports, fitness and sports nutrition continues to grow, aiding sales in this…

Estonia is considered free for economic freedom, with improving corruption perceptions and favourable tax regimes. However, the war in Ukraine and elevated inflation is leading to a moderation in economic activity, which could cause unemployment to…

In 2022, sugar confectionery grew in both value and volume thanks to the wider assortment of products on offer and children taking a growing interest in sugar confectionery. Manufacturers are expanding the range of flavours and adding different…

RTDs suffered heavy losses in total volume terms in 2020 due to the government’s measures to contain COVID-19 which put a significant dent in on-trade sales of these products as consumers remained at home. Despite restrictions being eased from spring…

Sales of cider/perry slumped in 2020, largely due to the restrictions placed on on-trade establishments and the drop in the number of cross-border shopping trips by Finnish “alco-tourists”. Sales saw a noticeable recovery in 2021 as the government…

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.…

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…

In 2022, plain fromage frais and quark recorded strong growth in both value and volume terms. This product is not only considered to be a healthy snack, but is also used for cooking, as it contains no flavour additives. Domestic manufacturers…

Lager is the dominant category within beer in Estonia, although there is a growing interest in craft beer. During 2020, many consumers preferred to stockpile lager as it is usually the cheapest type of beer and is often packaged in cans which are…

Fragrances were negatively impacted by the 2020 pandemic lockdowns, as with people spending significant amounts of time at home and not meeting with other people and socialising, there was less demand for fragrances. In 2021, with society gradually…

With the pandemic still lingering in 2021, there was still strong demand for wipes. In addition, with society opening up and many workers returning to offices, consumers were leading busy lives once again and valued convenience. Baby wipes continued…

Sales of polishes slowed in 2020 due to the negative impact of COVID-19. Consumers prioritised products that offer disinfecting properties with hygiene becoming paramount in order to avoid catching and spreading the virus. As a result, polishes were…

In 2021, retail sales of soft drinks demonstrated positive growth in both volume and current value terms. During the year many Estonians continued to work from home. This benefited retail sales of coffee, as consumers sought to recreate the café…

Tea is the second most popular choice of hot drink in Estonia and can be described as a moderately developing category with some seasonal peculiarities. Estonians are used to drinking a lot of tea during seasonal flu, and this trend was accelerated…

During the outbreak of COVID-19 and into 2021, vitamins recorded strong double-digit growth in Estonia, as consumers purchased products to strengthen their immunity and boost their general health in response to the outbreak. Increased education about…