Estonia

Beer is the most popular alcoholic drink in Estonia and is also the largest in terms of local production. Nevertheless, the category continued to experience decline due to the intensification of border trade caused by increasing alcohol taxes. A ...

Despite the difficult situation within Estonian alcoholic drinks, due to increased tax rates that fuelled a hefty price increase, local craft cider producers are successfully expanding sales. There are eight local craft cider producers in Estonia, ...

Alcoholic drinks in Estonia experienced difficulties due to a rapid increase in alcohol excise rates in 2017 and 2018, creating a challenging environment for producers and retailers. The largest drop in volume sales was record by spirits, while wine ...

Due to the decision to increase taxes by the Estonian Government in 2018, alcoholic drinks was heavily affected. Spirits was one of the most negatively impacted categories as Estonian consumers started to purchase this drink from Latvia. They were ...

Prior to the new taxation system for alcoholic drinks in early 2018, wine had been developing yearly as Estonians became increasingly knowledgeable. This led to the opening of new wine bars and shops, offering a large selection of quality wines from ...

The cigarettes category is shrinking as a result of a significant number of people either quitting smoking or not even starting to smoke. Every year a 7-10% drop in volume sales is expected. With the birth rate low and declining and population growth...

Smoking tobacco remained a cheaper alternative to cigarettes in 2018, with more regular cigarette smokers switching to loose fine cut tobacco or alternating between the two products. RYO tobacco accounted for the vast majority of sales as MYO tobacco...

Cigarette-smoking prevalence continued to decline in 2018, causing a moderate fall in volume sales of cigarettes. Rising health concerns, high prices caused by regular tax hikes and ever-more stringent requirements of where one can smoke are all ...

With the changes effective since 1 January 2018, the e-vapour products category is now subject to excise tax plus 30% of the maximum wholesale price. This legislation was introduced to eliminate unfair competition, with the category having benefited ...

The economy is gradually becoming more balanced and is performing well. The expansion will be fuelled by domestic demand, as consumer confidence increases. Residential investment has picked up, after a housing downturn, making a sizeable contribution...

Baby-specific products form the vast majority of this category’s sales; as a result, volumes of baby and child-specific products highly depend on the birth rate, which showed a moderate increase in 2018. Meanwhile the category’s value strongly ...

Bath and shower categories saw diverse trends in 2018. Bar soap and bath additives are facing maturity. In the case of bar soap, people have shifted towards more convenient and value-added liquid soap and body wash/shower gel. Meanwhile, in the case ...

Colour cosmetics saw volume and value growth across all categories in 2018. The improving purchasing power and increased consumer confidence sparked interest in innovative novelties, more expensive products and a wider product range per capita. This ...

Estonians tend to prefer more traditional deodorant types, which explains the dominance of deodorant roll-ons and deodorant sprays. At the same time, the constant innovation and regular updates in deodorant offerings show that consumers always look ...

In 2018, depilatories experienced a rather weak performance. The only factor that prevented the category from negative performance was the increasing value share of more expensive products. There is constantly increasing competition from professional...

Premiumisation was the core trend defining performance of fragrances in 2018. The improving purchasing power allowed more consumers to choose premium fragrances over mass. Consumers shift from mass products to premium primarily for the quality and ...

The growth in disposable income allows people to consider quality when purchasing hair care. This defined most developments within categories and between different hair care categories. Growing demand for quality benefitted more expensive, innovative...

Mass beauty and personal care continued to see positive development in 2018. The need for mass products is predominant amongst major consumer groups, as a significant part of population remains price sensitive. Meanwhile, improving purchasing power ...

Men’s grooming continued to show relatively strong growth in 2018. In general, Estonian men tend to spend more time and money on their appearance. As a result men use a more diverse range of products and use these products more regularly. This has ...

Personal appeal and oral hygiene becomes more and more important for most Estonians every year. This has resulted in positive value development across all oral care categories. People use a more diverse range of oral care products, which could ...