In response to the outbreak of COVID-19 the Estonian government introduced a raft of measures to contain its spread, including a lockdown and strict social distancing measures. This resulted in consumers spending considerably more time at home, with many also switching to home working.
Colour cosmetics was one of the hardest hit areas of mass beauty and personal care, with sales impacted by several factors. On the one hand, with consumers unable to socialise and with many people shifting to work-from-home arrangements there was a reduced focus on the need to wear make-up, with some people going significant periods of time without ever leaving their home.
There were, however, some areas of mass beauty and personal care which saw growth in 2020. For example, following guidance from the government and health authorities, people started washing their hands with greater frequency, with this helping drive demand for liquid soap and bar soap.
With Estonia in the process of rolling out its vaccination programme, and with the easing of restrictions, it is expected that sales of mass beauty and personal care will rebound strongly in 2020. The country’s GDP is expected to recover relatively quickly which should ensure consumer confidence also returns and with it demand for mass beauty and personal care.
The future of mass beauty and personal care is very much linked to Estonia’s ability to successfully roll out its vaccination programme and lift restrictions. The uncertainty around these issues could slow the recovery of some non-essential categories, such as mass fragrances and mass colour cosmetics, which are not expected to see a return to pre-COVID-19 sales levels until 2022.
After strong gains in 2020, mass bath and shower is expected to see growth stabilise from 2021 onwards. Nevertheless, sales of liquid soap and bar soap are still expected to remain well above pre-COVID-19 levels, with the virus still yet to be contained and new cases continuing to be seen in 2021.
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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.
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This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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