In current value terms, home care performed better in 2018 compared to the review period overall. However, retail volume sales continued to decline, indicating that trading up had intensified in Estonia, while price-sensitivity continued to diminish.
Environmental concerns and the potential harm caused to health are becoming of greater concern in Estonian home care. Hence, an increasing number of consumers are confronted with the dilemma of whether to choose relatively inexpensive and potentially more effective products full of chemicals or alternatives based more on “healthier” natural ingredients, which they perceive to be not as effective.
Large multinational corporations continue to lead Estonian home care. Such players are able to exploit economies of scale, have enough resources to boosting their brands’ awareness via marketing activities and make consistent efforts with new product development.
Supermarkets and hypermarkets continued to dominate distribution of home care in Estonia in 2018. Furthermore, they increased their importance in 2018 due to the disappearance of discounters.
Retail volume growth of home care is expected to be low over the forecast period indicating the relatively high level of maturity. Since notable population growth is not projected, the number of consumers will remain stable.
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This industry report originates from Passport, our Home Care market research database.