Estonia

AFH tissue and hygiene is projected to see a relatively strong increase both in current value and volume terms in the forecast period in comparison with the review period. Estonia’s economic situation was reasonable in 2018/2019. According to ...

According to Euromonitor International, the number of children aged up to three years is set to remain relatively stable over the coming years, with the birth rate remaining stable. From July 2017, the Estonian government notably increased the ...

Tissue and hygiene recorded healthy current value and volume growth in Estonia in 2018. The key trend was rising health and environmental awareness, which intensified in 2018. However, the players trying to meet this demand were not leading ...

Although adult incontinence is not only an issue for the elderly, these people are still the key consumers of adult incontinence products. Observing ongoing trends in the population structure, the number of elderly people is growing, and this means ...

Similar to other categories, awareness of the benefits of natural products is directing the demand for and product developments in retail tissue, but there are some nuances. Although the source for tissue products is natural (cellulose) and this ...

Demand for sanitary protection is directly related to the number of women of fertile age. According to Euromonitor International, the female population aged 12-54 is set to experience a very slight decline over the forecast period. Possible ...

Since wipes is a developing category, and the increasing competition is forcing companies to find new ways to stand out from competitors, innovation plays a crucial role. However, product sophistication is often quite tricky, since it is hampered by ...

Along with the development of society, Estonia is becoming closer to a welfare state, and Estonians facing incontinence issues are expected to increasingly visit a doctor. Still, the development is not rapid, and is taking time; hence, forecast ...

The economy is gradually becoming more balanced and is performing well. Private consumption and exports are the main drivers. Exports – which make up more than half of GDP – will grow at a double-digit pace. However, supply-side constraints are ...

Bottled water saw dynamic off-trade current value and volume growth rates in Estonia in 2018, as the category is succeeding at the expense of other soft drinks categories, which are perceived as less healthy by local consumers. Drinking water is ...

The health and wellness trend, which continues to impact soft drinks globally, continued to play an important role in Estonia in 2018, as it manifested in stagnating volume sales of carbonates. Due to the unhealthy image of carbonates and the ...

Concentrates is amongst the least dynamic soft drinks categories in Estonia, as growth rates are modest and the category is expected to gradually decline in volume terms over the forecast period. Concentrates is being negatively impacted by the ...

Despite the heavy scrutiny energy drinks historically received, with concerns surrounding teenagers consuming high volumes of energy drinks and people in Estonia resorting to energy drinks too often (including using them as mixers for alcoholic ...

The juice category in Estonia has seen consecutive years of volume decline; a trend that is mostly due to juice increasingly being seen as an unhealthy, sugary drink. The discussions surrounding the sugar tax have not yet become concrete actions, so ...

Soft drinks in Estonia saw positive performances overall in both off-trade current value and volume terms in 2018; however, when looking into the category specifics, the trend of consumers migrating towards healthier options has become clearly ...

RTD coffee saw dynamic off-trade current value growth in 2018, as some new launches were released and consumers’ interest in the category increased. In general, the average Estonian consumer is not accustomed to drinking cold coffee on a regular ...

RTD tea in Estonia saw positive performances in both off-trade current value and volume terms in 2018. Nevertheless, it is not considered a dynamic category, as RTD tea is seen somewhat unhealthy, and also competes with other soft drinks, such as ...

Sports drinks in Estonia is seeing serious competition from functional bottled water, as the latter are often equated with sports drinks in terms of their benefits. For example, the brand Vitamineral from A Le Coq, and also Vitamin Well from ...

Coffee in Estonia saw moderate growth in 2018, as Estonians continue to be avid coffee consumers. In addition, the taste and quality of coffee is important for local consumers, and many Estonians own automatic coffee machines that use fresh beans. ...

Other hot drinks in Estonia consists of chocolate-based flavoured powder drinks and other plant-based hot drinks. Other plant-based hot drinks account for only a marginal share of sales, thus category trends are led by trends in chocolate-based ...