Estonia

In 2021, demand for staple foods slowed down, albeit still portraying positive growth. This comes after a year of staggering growth when consumers stockpiled staple items such as processed fruit and vegetables, rice and pasta in the early stages of…

In 2021, demand for rice, pasta and noodles slowed down, albeit still portraying positive growth. This comes after a year of staggering growth when consumers stockpiled staple items such as rice, pasta and noodles in the early stages of the pandemic.…

Sales of processed meat, seafood and alternatives to meat continued to portray positive growth in 2021, albeit at a lower rate than in 2020. Since the beginning of the COVID-19 pandemic, Estonians have been having their meals at home, boosting retail…

In 2021, demand for processed fruit and vegetables slowed down, whilst still portraying positive growth. This comes after a year of exceptionally high growth when, in the early stages of the COVID-19 pandemic, consumers stockpiled processed fruit and…

Breakfast cereals sales demonstrated a slight decline in retail volume terms in 2021. This comes after a year of exceptional growth when, due to the COVID-19 pandemic and ensuing lockdowns, Estonians were confined to the home and thus had breakfast…

In 2021, many product areas in baked goods demonstrated negative growth rates as consumers cut back on baked goods as they are more mindful about their carbohydrate and gluten consumption. This trend had the most significant effect on leavened bread…

The pandemic has had a positive impact on this category thanks to the virus raising consumers concerns about their diets, immunity, and general health and wellbeing. Yoghurt and sour milk products tend to be rich in good bacteria that boost the…

The pandemic did not have a significant impact on overall category growth or sales due to few products being linked to health or immunity. Most categories continued growing steadily, with consumers focusing on practical products, such as chilled…

Like in most other categories, the pandemic had positive impact on retail sales of drinking milk products. During and following the lockdown, consumers worked and studied at home, meaning that they prepared and consumed more food and drink at home.…

The pandemic had overwhelmingly positive impact on retail sales in dairy products and alternatives as sales switched from foodservice to retail during the lockdowns. Furthermore, even when foodservice was able to reopen in some capacity, consumers…

During the pandemic, retail sales of cheese have remained comparatively stable, with the volume growth remaining similar to the rate seen in 2019. As the first wave of COVID-19 was relatively mild in Estonia, consumers did not stockpile or panic buy…

Butter experienced a boon in popularity in the first year of the pandemic thanks to growing interest in dietary health among Estonians and increased need to prepare meals at home. Having historically been used as a spread for sandwiches, unsalted…

In 2021, baby food will see a slowdown in retail current value and a decline in retail volume, due to consumers using up the supplies they stockpiled during the first year of the pandemic. Another reason for the decline is the trend towards…

Sales of wound care slow down significantly in 2021 mainly due to the decline in the largest category of sticking plasters/adhesive bandages as a result of market saturation. The category grew significantly over the historic period, with market…

Although available in Estonia, weight management products continue to have a low base as they are not the first choice of consumers to tackle their weight problems as the main advice from both doctors and dieticians is a combination of sports and a…

Vitamins records further strong double-digit growth in Estonia in 2021 as consumers continue to purchase products to strengthen their immunity and boost their general health in response to the COVID-19 pandemic. Increased education about diets and…

Sales of sports nutrition bounced back to double-digit growth in 2021, following decline in 2020, due to the reopening of gyms in the year following their closure as part of the COVID-19 prevention measures. However, sports nutrition remains a…

Paediatric consumer health sales are expected to register double-digit value decline in 2021 as children continue to learn from home during the year. With the closure of schools and social distancing measures, as well as increased personal hygiene,…

Sales of herbal/traditional products were not significantly affected by the COVID-19 pandemic as consumers neither avoided them through expense nor perceived them as products that would strongly boost immunity to the virus. The products have a long…

Sales of digestive remedies recorded strong double-digit growth in 2020 as consumers’ lifestyles became less healthy during the lockdowns resulting from the COVID-19 pandemic. Many Estonians were also afraid of catching the virus, which caused…