Retailing in Estonia

April 2022
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Overview:

Understand the latest market trends and future growth opportunities for the Retailing 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.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Convenience Stores
  • Discounters
  • Hypermarkets
  • Supermarkets
  • Traditional Grocery Retailers
  • Apparel and Footwear Specialist Retailers
  • Electronics and Appliance Specialist Retailers
  • Health and Beauty Specialist Retailers
  • Home and Garden Specialist Retailers
  • Department Stores
  • Variety Stores
  • Warehouse Clubs
  • Direct Selling
  • Homeshopping
  • Vending

If you're in the Retailing 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.

The Retailing in Estonia report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Retailing in Estonia?
  • Which are the leading retailers in Retailing in Estonia?
  • How are products distributed in Retailing in Estonia?
  • How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
  • How significant are discounters and private label in Estonia?
  • How has the impact of COVID-19 and national lockdown impacted consumer demand?
  • Which formats have benefited the most from stockpiling and enforced home seclusion?
  • How will the wider economic impact of COVID-19 shape the retail landscape in the future?
  • Where is future growth expected to be most dynamic?

Retailing in Estonia

EXECUTIVE SUMMARY

Retailing in 2021: The big picture
Convenience, sustainability helping shape retail models
Discounters finally set to arrive in Estonia
What next for retailing?

OPERATING ENVIRONMENT

Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type 2021
Physical retail landscape
Cash and carry
Seasonality
Christmas Midsummer Festival
Payments
Delivery and collections
Emerging business models

MARKET DATA

Table 1 Sales in Retailing by Store-based vs Non-Store: Value 2016-2021 Table 2 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2016-2021 Table 3 Sales in Store-Based Retailing by Channel: Value 2016-2021 Table 4 Sales in Store-Based Retailing by Channel: % Value Growth 2016-2021 Table 5 Store-Based Retailing Outlets by Channel: Units 2016-2021 Table 6 Store-Based Retailing Outlets by Channel: % Unit Growth 2016-2021 Table 7 Sales in Non-Store Retailing by Channel: Value 2016-2021 Table 8 Sales in Non-Store Retailing by Channel: % Value Growth 2016-2021 Table 9 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2016-2021 Table 10 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2016-2021 Table 11 Sales in Non-Grocery Specialists by Channel: Value 2016-2021 Table 12 Sales in Non-Grocery Specialists by Channel: % Value Growth 2016-2021 Table 13 Non-Grocery Specialists Outlets by Channel: Units 2016-2021 Table 14 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2016-2021 Table 15 Retailing GBO Company Shares: % Value 2017-2021 Table 16 Retailing GBN Brand Shares: % Value 2018-2021 Table 17 Store-based Retailing GBO Company Shares: % Value 2017-2021 Table 18 Store-based Retailing GBN Brand Shares: % Value 2018-2021 Table 19 Store-based Retailing LBN Brand Shares: Outlets 2018-2021 Table 20 Non-Store Retailing GBO Company Shares: % Value 2017-2021 Table 21 Non-Store Retailing GBN Brand Shares: % Value 2018-2021 Table 22 Non-Grocery Specialists GBO Company Shares: % Value 2017-2021 Table 23 Non-Grocery Specialists GBN Brand Shares: % Value 2018-2021 Table 24 Non-Grocery Specialists LBN Brand Shares: Outlets 2018-2021 Table 25 Non-Grocery Specialists LBN Brand Shares: Selling Space 2018-2021 Table 26 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2021-2026 Table 27 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2021-2026 Table 28 Forecast Sales in Store-Based Retailing by Channel: Value 2021-2026 Table 29 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2021-2026 Table 30 Forecast Store-Based Retailing Outlets by Channel: Units 2021-2026 Table 31 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2021-2026 Table 32 Forecast Sales in Non-Store Retailing by Channel: Value 2021-2026 Table 33 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2021-2026 Table 34 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2021-2026 Table 35 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026 Table 36 Forecast Sales in Non-Grocery Specialists by Channel: Value 2021-2026 Table 37 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2021-2026 Table 38 Forecast Non-Grocery Specialists Outlets by Channel: Units 2021-2026 Table 39 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2021-2026

DISCLAIMER

SOURCES

Summary 2 Research Sources

Modern Grocery Retailers in Estonia

KEY DATA FINDINGS

2021 DEVELOPMENTS

Reluctance to go in-store, restrictions on occupancy slows sales growth of modern grocery
Consumers return to hypermarkets as fear of the virus subsides
Marked uptick in retain innovation driven by pandemic

PROSPECTS AND OPPORTUNITIES

Quick recovery, and convenience trends will strengthen over the forecast period
Arrival of Lidl to make huge splash, as domestic players race to develop resistance strategies
Strong Estonian tradition of innovation will continue adding value to channel

CHANNEL DATA

Table 40 Modern Grocery Retailers: Value Sales, Outlets and Selling Space 2016-2021 Table 41 Modern Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021 Table 42 Sales in Modern Grocery Retailers by Channel: Value 2016-2021 Table 43 Sales in Modern Grocery Retailers by Channel: % Value Growth 2016-2021 Table 44 Modern Grocery Retailers Outlets by Channel: Units 2016-2021 Table 45 Modern Grocery Retailers Outlets by Channel: % Unit Growth 2016-2021 Table 46 Modern Grocery Retailers GBO Company Shares: % Value 2017-2021 Table 47 Modern Grocery Retailers GBN Brand Shares: % Value 2018-2021 Table 48 Modern Grocery Retailers LBN Brand Shares: Outlets 2018-2021 Table 49 Modern Grocery Retailers LBN Brand Shares: Selling Space 2018-2021 Table 50 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026 Table 51 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026 Table 52 Forecast Sales in Modern Grocery Retailers by Channel: Value 2021-2026 Table 53 Forecast Sales in Modern Grocery Retailers by Channel: % Value Growth 2021-2026 Table 54 Forecast Modern Grocery Retailers Outlets by Channel: Units 2021-2026 Table 55 Forecast Modern Grocery Retailers Outlets by Channel: % Unit Growth 2021-2026

Traditional Grocery Retailers in Estonia

KEY DATA FINDINGS

2021 DEVELOPMENTS

Easing of restrictions benefits sales
Premium position of many retailers helps recover value sales
Consumers are slow to resume travel, negatively affecting alcohol specialists as Finnish tourists remain absent

PROSPECTS AND OPPORTUNITIES

Traditional outlets still need to add value to manage challenge of modern grocery channel
Alcohol strength will rebuild footfall, concentrate competitive environment
Sustainability, dietary health, provenance all potential marketing points

CHANNEL DATA

Table 56 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space 2016-2021 Table 57 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021 Table 58 Traditional Grocery Retailers GBO Company Shares: % Value 2017-2021 Table 59 Traditional Grocery Retailers GBN Brand Shares: % Value 2018-2021 Table 60 Traditional Grocery Retailers LBN Brand Shares: Outlets 2018-2021 Table 61 Traditional Grocery Retailers LBN Brand Shares: Selling Space 2018-2021 Table 62 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026 Table 63 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

Apparel and Footwear Specialist Retailers in Estonia

KEY DATA FINDINGS

2021 DEVELOPMENTS

As fears around the virus subside, customers return to stores
As social conditions return to normal, need for apparel and footwear grows
A coherent digital strategy becomes indispensable

PROSPECTS AND OPPORTUNITIES

Pureplay e-commerce will threaten growth
Consumer views on fast fashion set to see significant shift
Adding value through in-store experience

CHANNEL DATA

Table 64 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space 2016-2021 Table 65 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021 Table 66 Apparel And Footwear Specialist Retailers GBO Company Shares: % Value 2017-2021 Table 67 Apparel And Footwear Specialist Retailers GBN Brand Shares: % Value 2018-2021 Table 68 Apparel And Footwear Specialist Retailers LBN Brand Shares: Outlets 2018-2021 Table 69 Apparel And Footwear Specialist Retailers LBN Brand Shares: Selling Space 2018-2021 Table 70 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026 Table 71 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

Health and Beauty Specialist Retailers in Estonia

KEY DATA FINDINGS

2021 DEVELOPMENTS

Sales recover as virus fades
Higher incidence of seasonal flu boosts sales
Optical goods stores see a recovery in sales

PROSPECTS AND OPPORTUNITIES

As social conditions return to normal, demand for health and beauty products is set to grow
Opportunity for chemists/pharmacies as consumer health awareness sharpens
Regulatory changes will reform channel

CHANNEL DATA

Table 72 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space 2016-2021 Table 73 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021 Table 74 Sales in Health and Beauty Specialist Retailers by Channel: Value 2016-2021 Table 75 Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2016-2021 Table 76 Health and Beauty Specialist Retailers GBO Company Shares: % Value 2017-2021 Table 77 Health and Beauty Specialist Retailers GBN Brand Shares: % Value 2018-2021 Table 78 Health and Beauty Specialist Retailers LBN Brand Shares: Outlets 2018-2021 Table 79 Health and Beauty Specialist Retailers LBN Brand Shares: Selling Space 2018-2021 Table 80 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026 Table 81 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026 Table 82 Forecast Sales in Health and Beauty Specialist Retailers by Channel: Value 2021-2026 Table 83 Forecast Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2021-2026

Mixed Retailers in Estonia

KEY DATA FINDINGS

2021 DEVELOPMENTS

Department stores under rising competitive threat from other sales channels
Work-from-home weakens demand for department store offer
Digital weakness exposed by crisis

PROSPECTS AND OPPORTUNITIES

Department stores can benefit from sleeker model going forward
Variety stores meeting wide variety of needs, but face challenges
Challenges from online, but new models may offer opportunities

CHANNEL DATA

Table 84 Mixed Retailers: Value Sales, Outlets and Selling Space 2016-2021 Table 85 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021 Table 86 Sales in Mixed Retailers by Channel: Value 2016-2021 Table 87 Sales in Mixed Retailers by Channel: % Value Growth 2016-2021 Table 88 Mixed Retailers Outlets by Channel: Units 2016-2021 Table 89 Mixed Retailers Outlets by Channel: % Unit Growth 2016-2021 Table 90 Mixed Retailers GBO Company Shares: % Value 2017-2021 Table 91 Mixed Retailers GBN Brand Shares: % Value 2018-2021 Table 92 Mixed Retailers LBN Brand Shares: Outlets 2018-2021 Table 93 Mixed Retailers LBN Brand Shares: Selling Space 2018-2021 Table 94 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026 Table 95 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026 Table 96 Forecast Sales in Mixed Retailers by Channel: Value 2021-2026 Table 97 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2021-2026 Table 98 Forecast Mixed Retailers Outlets by Channel: Units 2021-2026 Table 99 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2021-2026

Direct Selling in Estonia

KEY DATA FINDINGS

2021 DEVELOPMENTS

Easing of pandemic restrictions makes sales model easier to operate
Health concerns in Estonia buoy consumer health specialists
Pandemic strengthens digital use

PROSPECTS AND OPPORTUNITIES

Consumers open to face-to-face post pandemic
Turning product representatives into influencers
Room for new product types in the direct selling channel

CHANNEL DATA

Table 100 Direct Selling by Category: Value 2016-2021 Table 101 Direct Selling by Category: % Value Growth 2016-2021 Table 102 Direct Selling GBO Company Shares: % Value 2017-2021 Table 103 Direct Selling GBN Brand Shares: % Value 2018-2021 Table 104 Direct Selling Forecasts by Category: Value 2021-2026 Table 105 Direct Selling Forecasts by Category: % Value Growth 2021-2026

E-Commerce (Goods) in Estonia

KEY DATA FINDINGS

2021 DEVELOPMENTS

Appreciating the convenience, consumers continue to rely on e-commerce
Acceleration supported by Estonia’s digital infrastructure, local players emerge strongly
Grocery coverage grows thanks to crisis, still room for improvement

PROSPECTS AND OPPORTUNITIES

Strong local industry will see growth, but foreign threats emerging
Rush back to stores post-pandemic and experiential improvements may slow e-commerce in short term
Strong opportunities in retail innovation

CHANNEL DATA

Table 106 E-Commerce (Goods) by Channel and Category: Value 2016-2021 Table 107 E-Commerce (Goods) by Channel and Category: % Value Growth 2016-2021 Table 108 E-Commerce (Goods) GBO Company Shares: % Value 2017-2021 Table 109 E-Commerce (Goods) GBN Brand Shares: % Value 2018-2021 Table 110 Forecast E-Commerce (Goods) by Channel and Category: Value 2021-2026 Table 111 Forecast E-Commerce (Goods) by Channel and Category: % Value Growth 2021-2026

Mobile E-Commerce (Goods) in Estonia

KEY DATA FINDINGS

2021 DEVELOPMENTS

Pandemic helps support explosive growth trends
Strong digital infrastructure and high levels of trust support switch
As mobile e-commerce is more widely used, leading retailers invest in improving mobile apps

PROSPECTS AND OPPORTUNITIES

Push to mobile payments will boost channel
Convenience of model key to building regular use patterns
Digital natives must be short term target

CHANNEL DATA

Table 112 Mobile E-Commerce (Goods): Value 2016-2021 Table 113 Mobile E-Commerce (Goods): % Value Growth 2016-2021 Table 114 Mobile E-Commerce (Goods) Forecasts: Value 2021-2026 Table 115 Mobile E-Commerce (Goods) Forecasts: % Value Growth 2021-2026
The following categories and subcategories are included:

Retailing

      • Apparel and Footwear Specialist Retailers
      • Electronics and Appliance Specialist Retailers
        • Beauty Specialist Retailers
        • Chemists/Pharmacies
        • Optical Goods Stores
        • Drugstores/Parapharmacies
        • Vitamins and Dietary Supplements Specialist Retailers
        • Home Improvement and Gardening Stores
        • Homewares and Home Furnishing Stores
        • Bags and Luggage Specialist Retailers
        • Jewellery and Watch Specialist Retailers
        • Media Products Stores
        • Pet Shops and Superstores
        • Sports Goods Stores
        • Stationers/Office Supply Stores
        • Traditional Toys and Games Stores
      • Other Non-Grocery Specialists
      • Department Stores
      • Mass Merchandisers
      • Variety Stores
      • Warehouse Clubs
      • Luxury Apparel and Footwear Retailers
      • Luxury Bags and Luggage Specialist Retailers
      • Luxury Department Stores
      • Luxury Jewellery and Watch Retailers
      • Off-price Apparel and Footwear Specialist Retailer
      • Off-price Department Stores
      • Apparel and Footwear Direct Selling
      • Beauty and Personal Care Direct Selling
      • Consumer Electronics Direct Selling
      • Consumer Health Direct Selling
      • Consumer Appliances Direct Selling
      • Food and Drink Direct Selling
      • Home Care Direct Selling
      • Home Improvement and Gardening Direct Selling
      • Homewares and Home Furnishings Direct Selling
      • Media Products Direct Selling
      • Personal Accessories and Eyewear Direct Selling
      • Pet Care Direct Selling
      • Traditional Toys and Games Direct Selling
      • Video Games Hardware Direct Selling
      • Other Direct Selling
      • Apparel and Footwear Homeshopping
      • Beauty and Personal Care Homeshopping
      • Consumer Appliances Homeshopping
      • Consumer Electronics Homeshopping
      • Consumer Health Homeshopping
      • Food and Drink Homeshopping
      • Home Care Homeshopping
      • Home Improvement and Gardening Homeshopping
      • Homewares and Home Furnishings Homeshopping
      • Media Products Homeshopping
      • Personal Accessories and Eyewear Homeshopping
      • Pet Care Homeshopping
      • Traditional Toys and Games Homeshopping
      • Video Games Hardware Homeshopping
      • Other Homeshopping
      • Packaged Drinks Vending
      • Snacks Vending
      • Dairy Products and Alternatives Vending
      • Cooking Ingredients and Meals Vending
      • Staple Foods Vending
      • Personal Hygiene Vending
      • Tobacco Vending
      • Hot Drinks Vending
      • Traditional Toys and Games Vending
      • Other Products Vending
      • Mobile E-Commerce (Goods)
        • Foreign E-Commerce (Goods)
        • Domestic E-Commerce (Goods)
        • Apparel and Footwear E-Commerce
        • Beauty and Personal Care E-Commerce
        • Consumer Appliances E-Commerce
        • Consumer Electronics E-Commerce
        • Consumer Health E-Commerce
        • Food and Drink E-Commerce
        • Home Care E-Commerce
        • Home Improvement and Gardening E-Commerce
        • Homewares and Home Furnishings E-Commerce
        • Media Products E-Commerce
        • Personal Accessories and Eyewear E-Commerce
        • Pet Care E-Commerce
        • Traditional Toys and Games E-Commerce
        • Video Games Hardware E-Commerce
        • Other E-Commerce

Retailing

Sales of new and used goods to the general public for personal or household consumption. Excludes specialist retailers of motor vehicles, motorcycles, vehicle parts, fuel. Also excludes foodservice, rental and hire and wholesale industries (Cash and Carry). Sales value excluding or including VAT/Sales Tax. Retailing is the aggregation of Store-based retailing and Non-store retailing. Retailing excludes the informal retail sector. Informal retailing is retail trade which is not declared to the tax authorities. Informal retailing encompasses (a) sales generated by unregistered and unlicensed retailers, ie retailers operating illegally, and (b) any proportion of sales generated by a registered and licensed retailer which is not declared to the tax authorities. Unregistered and unlicensed retailers operate predominantly (although not exclusively) as street hawkers or operate open market stalls, as these channels are harder for the authorities to monitor than permanent outlets. Activities in the illegal market, which is usually understood to refer to trade in illegal, counterfeit or stolen merchandise, are included within our definition of informal retailing. Activities in the “grey market”, which is usually understood to refer to trade in legal merchandise that is sold through unauthorized channels – for example cigarettes bought legally in another country, legally imported, but sold at lower prices than in authorized channels – will be included as informal retailing if no tax is paid on sale by the retailer. However if the retailer pays tax – for example on cigarettes bought legally in another country but sold at a lower price than standard – the sale is included within formal retailing. In relation to click and collect purchases (i.e. where purchases are made over the internet but picked up at store) where the sales data is attributed depends on where the payment is made: If payment is made in store, then the sale is included in store-based sales. If payment is made over the internet, then the sale is included in internet retailing.

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This report originates from Passport, our Retailing research and analysis database.

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