Mass beauty and personal care products will maintain their dominance in the beauty and personal care market in Estonia over the forecast period, recording further moderate constant value growth. Although some shift to the premium segment is expected in some categories such as skin care as consumers will not be ready to compromise on quality, the bulk of sales will continue to be mass, as consumers will prioritise value for money in the period to 2027.
Huge inflation across various FMCG categories in 2022 was not that significant in beauty and personal care; however, it still encouraged consumers to be more cautious with their spending in the year, which inevitably benefited sales of mass products. Whilst 2023 is expected to be more moderate in terms of inflation, consumers are expected to remain price sensitive and opt for more affordable items.
It is not expected that a new local player will enter the mass market during the forecast period. Competition is high and small players find it difficult to compete with the know-how, R&D and resources of the major market players.
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Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care industry in Estonia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Mass Beauty and Personal Care industry in Estonia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Mass Beauty and Personal Care
This is the aggregation of mass colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.See All of Our Definitions
This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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