Estonia

Yoghurt and sour milk products is expected to register muted constant value growth, but healthy volume growth in 2023. A significant number of newly-arrived migrants from Ukraine, escaping from the war, is also expected to increase volume sales.…

2023 is another year of the wound care category returning to its pre-pandemic sales level. Consumers have resumed their usual active lifestyles following the outbreak of COVID-19. Both adults and children have returned to sports, hiking and other…

In 2023, retail sales of wipes recorded steady growth, though this value growth was largely driven prices increases as inflationary pressures continued to be felt in the country. Intimate wipes experienced robust volume growth in 2023, emerging as…

As in 2021, “other” fortified wine posted the fastest total volume growth in 2022. This performance can be explained by the lower prices of these types of products, compared with other options in wine categories. Due to the effects of galloping…

Weight management products continue to have a low consumer base in Estonia. For many consumers, these products are not top of mind or the first choice for tackling weight loss. Still, category growth was registered as some consumers use these…

Vitamins recorded strong double-digit growth during the pandemic as consumers purchased products to strengthen their immunity and boost their general health. However, with restrictions lifted and consumers resuming their usual daily activities,…

The global urban consumer landscape is increasingly complex and difficult to navigate. Which cities should you choose for your consumer business expansion? To answer this and other questions, we are introducing the Euromonitor International Cities…

With inflation still high, toilet care registered a fall in constant value sales, as continuing rising costs hit profit margins. Toilet liquid/foams continued to account for most value and volume sales and also registered the highest growth.…

Overall, the picture remained bleak for cigarettes in Estonia in 2022, with the category seeing a further sizeable drop in volume sales during the year. Several factors led to the volume decline in cigarettes. More people gave up smoking completely,…

In 2023, tissue and hygiene witnessed substantial growth across both retail and away-from-home segments, propelled by various influential factors. Firstly, heightened consumer awareness, particularly regarding adult incontinence items, emerged as a…

Black tea recorded the fastest value growth in 2023 due to the rising popularity of premium and speciality black teas. Consumers are willing to pay a premium for high-quality black teas sourced from specific regions, with unique flavours, such as the…

The Tallinn in Estonia report provides comprehensive city level information benchmarked against other cities in the country and region. The report includes historic data and forecasts on city population, consumer expenditure, digital penetration,…

Nut and seed based spreads demonstrated the fastest volume growth in 2023 thanks to the growing number of vegetarians who rely on nuts and seeds as a key source of protein and nutrition. In addition, the category is still in its early stages of…

Sweet biscuits, snack bars and fruit snacks are expected to register muted constant value growth, as inflation still remains high, as well as muted volume growth. This sector was particularly affected by the rising price of wheat, with Ukraine…

In 2023, multi-purpose cleaners remained the largest segment in surface care and also registered the highest volume growth. With inflation still being high, consumers were price sensitive and appreciated the convenience and perceived value for money…

In 2023, sun care in Estonia recorded strong retail value and volume sales, with positive retail volume sales in all product areas. Sun protection recorded the strongest retail volume growth, boosted by the warm weather in the country. In…

While sugar confectionery is expected to register an increase in current value sales, constant value sales are expected to fall, due to high inflation. Volume growth is also expected to be muted. In terms of value growth, mints are expected to be the…

In 2023, demand for staple foods has recovered slightly after several years of decline. Retail volume sales was under pressure for much of the review period, due to surging production costs and rising inflation, which forced prices up. Although…

In 2023, sales of sports nutrition are benefiting from consumers leading increasingly healthy lifestyles and rising nutrition education. In addition, sports nutrition products are now very well perceived as the scepticism among the general public…

In 2023, albeit from a relatively low base, sports drinks in Estonia experienced healthy growth in retail volume terms and fast growth in retail current value terms. The development and growth of the category was primarily driven by the increasing…

In terms of single categories, tequila (and mezcal) registered the fastest total volume growth in 2022. This performance can be explained by several factors: increased awareness of tequila (and mezcal); greater availability on retail shelves; and…

Energy drinks, led by the reduced sugar format, posted double-digit off-trade volume growth in 2023, while most other categories saw moderates increases. The exceptions were RTD tea and juice, which registered small decreases in retail volume sales…

Snacks is expected to register healthy volume and more moderate constant value growth in 2023, despite continuing economic uncertainty as a result of Russia’s invasion of Ukraine, the meteoric rise in inflation and tightening monetary policy. In…

Closed system single use was amongst the strongest performers in smokeless tobacco, e-vapour products and heated tobacco in 2022, albeit from a low base. The category’s rapid expansion was in part down to the emergence of closed system single use…

Skin care products showcased a strong performance in 2023 in Estonia, with double-digit retail value growth and positive retail volume in areas such as anti-agers, lip care and facial cleansing wipes. Despite some level of economic uncertainty,…

While savoury snacks is expected to register an increase in current value sales, constant value sales are expected to fall, due to high inflation. Volume growth is also expected to be muted. Savoury snacks with a healthier positioning are expected to…

Soy sauces recorded the fastest growth in both volume and value terms in 2023 thanks to the rising popularity of Japanese cuisine and Estonians cooking Asian dishes at home with soy sauce. In addition, soy sauces are increasingly being used to…

In 2023, the demand for Rx/reimbursement adult incontinence witnessed continued growth in Estonia, with both value and volume experiencing an upward trajectory. This growth trend persisted despite the ongoing challenges associated with limited…

Cheaper RTDs are losing ground due to the strong competition from beer and wine, which offer a wide range of products at various price points to meet every budget. Meanwhile, more expensive RTDs are losing sales to cocktails. The Coronavirus…

Reduced sugar still RTD tea continued to post the fastest off-trade volume and current value growth in 2023. This trend mirrored the changes in consumer preferences, as more individuals looked for healthier beverages as part of wider healthier…

RTD coffee is regarded as offering a convenient alternative to energy drinks for consumers who tend to perceive coffee as a healthier option. The convenience trend in Estonia is leading to a growing number of busy local consumers looking for…

Chilled pasta is the fastest growing category in 2023, in volume and value terms. Consumers are drawn by the favourable ratio of price and cooking time, as chilled pasta only needs to be heated for a few minutes. This pasta option is popular among…

In 2023, retail sales of retail tissue in Estonia recorded solid growth, both in value and volume terms. Boxed facial tissues experienced remarkable volume growth in 2023, driven by heightened consumer awareness and evolving lifestyle trends. The…

The digital revolution has been rewiring retail for years. The Coronavirus (COVID-19) pandemic accelerated this transition as e-commerce became the default setting for many housebound consumers. The crisis-inspired surge in e-commerce is leading to a…

Retail in Estonia saw total current value sales grow at a double-digit rate for a second consecutive year in 2022. However, growth was only marginally faster than in 2021 despite steep increases in unit prices for all kinds of goods amidst a surge in…

Growth in total e-commerce current value sales in 2022 was down markedly on 2021, and also much lower than the CAGR for the entire review period. This was partly explained by the normalisation of trade, in that after having received a significant…

The surge in volume growth for light adult incontinence products in 2023 reflects an increasing trend towards proactive health management among consumers in Estonia. With a growing emphasis on personal wellness, individuals are seeking solutions that…

Chilled processed poultry is witnessing robust volume growth in 2023 due to changing consumer behaviour as inflation remains high. As household budgets are squeezed, Estonians are actively seeking out chilled processed poultry as it is a cheaper…

Shelf stable fruit and vegetables is enjoying strong growth volume growth in 2023, as Estonians spend less time canning fruit and vegetables at home. Shelf stable tomatoes is witnessing the highest demand, since these are more frequently used in…

In 2023, the premium beauty and personal care landscape in Estonia showcased strong growth, with retail value growth above mass beauty and personal care products. As consumers become increasingly educated about the ingredients in skin care, premium…

Overall, polishes registered marginal volume growth in 2023, as well as a fall in constant value sales, as continuing rising costs hit profit margins. Furniture polish was the strongest performer in terms of value and volume growth, with metal polish…

While sales are still relatively low, there is an appetite for plant-based dairy and it is expected to register very healthy current value and volume growth in 2023. Value sales are largely driven by younger consumers, who consider plant-based…

Although Estonia enjoys substantial economic freedom and tackles corruption effectively, state finances are deteriorating but remain sustainable. The economy is experiencing recession and stagflation, whilst its highly open nature creates risks for…

Sales of the paediatric consumer health products are seeing solid value growth in 2023, with positive volume growth in most areas, especially paediatric cough, cold and allergy remedies, which are benefiting colds and flus spreading again now that…

Other plant-based hot drinks showed the fastest volume and value growth in other drinks in 2023. As more Estonians adopt vegetarian, vegan, or plant-based diets due to environmental concerns or dairy allergy/intolerance, the demand for alternatives…

Other dairy continues to be a sizeable product area, largely supported by the popularity of cream and fromage frais and quark. In 2023, it is expected to register minimal constant value growth and moderate volume growth. In 2023, chilled desserts is…

Oral care in 2023 showcased strong growth in Estonia, with double-digit retail value growth and positive, double-digit retail volume growth in areas including denture care, power toothbrushes and electric toothbrushes. Growing consumer education and…

Despite steep price hikes resulting from the dramatic and prolonged spike in inflation, overall current value sales growth for non-grocery retailers in Estonia in 2022 was only slightly stronger than that recorded in 2021. Demand in all channels was…

The global energy crisis has had far-reaching implications for consumers, businesses and entire economies, highlighting the importance of the global energy transition and boosting energy efficiency, while creating opportunities for innovation and…

Nappies/diapers/pants experienced a decline in volume sales in 2023, primarily attributed to the decreasing birth rate in the country. With fewer births, there is reduced demand for baby care products, including nappies, diapers, and pants. Economic…