Retailing in Estonia

Retailing in Estonia

EXECUTIVE SUMMARY

Well-developed market based on country’s strong economic performance

Growth of smaller store-based formats in grocery retailing

Stable competitive landscape with minor movement between major players

Strong growth of e-commerce

Stability with a degree of expansion

OPERATING ENVIRONMENT

Informal retailing

Opening hours

Summary 1 Standard Opening Hours by Channel Type 2019

Physical retail landscape

Cash and carry

Seasonality

Christmas
Midsummer Festival

Payments and delivery

Emerging business models

MARKET DATA

Table 1 Sales in Retailing by Store-based vs Non-Store: Value 2014-2019
Table 2 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2014-2019
Table 3 Sales in Store-Based Retailing by Channel: Value 2014-2019
Table 4 Sales in Store-Based Retailing by Channel: % Value Growth 2014-2019
Table 5 Store-Based Retailing Outlets by Channel: Units 2014-2019
Table 6 Store-Based Retailing Outlets by Channel: % Unit Growth 2014-2019
Table 7 Sales in Non-Store Retailing by Channel: Value 2014-2019
Table 8 Sales in Non-Store Retailing by Channel: % Value Growth 2014-2019
Table 9 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2014-2019
Table 10 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 11 Sales in Non-Grocery Specialists by Channel: Value 2014-2019
Table 12 Sales in Non-Grocery Specialists by Channel: % Value Growth 2014-2019
Table 13 Non-Grocery Specialists Outlets by Channel: Units 2014-2019
Table 14 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2014-2019
Table 15 Retailing GBO Company Shares: % Value 2015-2019
Table 16 Retailing GBN Brand Shares: % Value 2016-2019
Table 17 Store-based Retailing GBO Company Shares: % Value 2015-2019
Table 18 Store-based Retailing GBN Brand Shares: % Value 2016-2019
Table 19 Store-based Retailing LBN Brand Shares: Outlets 2016-2019
Table 20 Non-Store Retailing GBO Company Shares: % Value 2015-2019
Table 21 Non-Store Retailing GBN Brand Shares: % Value 2016-2019
Table 22 Non-Grocery Specialists GBO Company Shares: % Value 2015-2019
Table 23 Non-Grocery Specialists GBN Brand Shares: % Value 2016-2019
Table 24 Non-Grocery Specialists LBN Brand Shares: Outlets 2016-2019
Table 25 Non-Grocery Specialists LBN Brand Shares: Selling Space 2016-2019
Table 26 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2019-2024
Table 27 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2019-2024
Table 28 Forecast Sales in Store-Based Retailing by Channel: Value 2019-2024
Table 29 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2019-2024
Table 30 Forecast Store-Based Retailing Outlets by Channel: Units 2019-2024
Table 31 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2019-2024
Table 32 Forecast Sales in Non-Store Retailing by Channel: Value 2019-2024
Table 33 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2019-2024
Table 34 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 35 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 36 Forecast Sales in Non-Grocery Specialists by Channel: Value 2019-2024
Table 37 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2019-2024
Table 38 Forecast Non-Grocery Specialists Outlets by Channel: Units 2019-2024
Table 39 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2019-2024

CORONAVIRUS (COVID-19)

DEFINITIONS

SOURCES

Summary 2 Research Sources

Modern Grocery Retailers in Estonia

HEADLINES

PROSPECTS

Further trend to cost reduction

Small formats prevail

Hypermarkets on hold

COMPETITIVE LANDSCAPE

Coop remains the largest player

Competition in supermarkets and convenience stores is expected to be fiercer

Lidl is expected to revive discounters channel

CHANNEL DATA

Table 40 Modern Grocery Retailers: Value Sales, Outlets and Selling Space 2014-2019
Table 41 Modern Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 42 Sales in Modern Grocery Retailers by Channel: Value 2014-2019
Table 43 Sales in Modern Grocery Retailers by Channel: % Value Growth 2014-2019
Table 44 Modern Grocery Retailers Outlets by Channel: Units 2014-2019
Table 45 Modern Grocery Retailers Outlets by Channel: % Unit Growth 2014-2019
Table 46 Modern Grocery Retailers GBO Company Shares: % Value 2015-2019
Table 47 Modern Grocery Retailers GBN Brand Shares: % Value 2016-2019
Table 48 Modern Grocery Retailers LBN Brand Shares: Outlets 2016-2019
Table 49 Modern Grocery Retailers LBN Brand Shares: Selling Space 2016-2019
Table 50 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 51 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 52 Forecast Sales in Modern Grocery Retailers by Channel: Value 2019-2024
Table 53 Forecast Sales in Modern Grocery Retailers by Channel: % Value Growth 2019-2024
Table 54 Forecast Modern Grocery Retailers Outlets by Channel: Units 2019-2024
Table 55 Forecast Modern Grocery Retailers Outlets by Channel: % Unit Growth 2019-2024

Traditional Grocery Retailers in Estonia

HEADLINES

PROSPECTS

Alcohol retailers continue surviving

Specialists may remain competitive in their niches

Main hopes of small independent retailers rest on consistent economic growth

COMPETITIVE LANDSCAPE

Aldar Eesti leads the channel

Sellers of treats live a sweet life

Health and wellness riding a wave of success

CHANNEL DATA

Table 56 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space 2014-2019
Table 57 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 58 Traditional Grocery Retailers GBO Company Shares: % Value 2015-2019
Table 59 Traditional Grocery Retailers GBN Brand Shares: % Value 2016-2019
Table 60 Traditional Grocery Retailers LBN Brand Shares: Outlets 2016-2019
Table 61 Traditional Grocery Retailers LBN Brand Shares: Selling Space 2016-2019
Table 62 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 63 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024

Apparel and Footwear Specialist Retailers in Estonia

HEADLINES

PROSPECTS

One of the greatest beneficiaries of growing consumer purchasing power

Fast fashion brands remain the most popular

Future perspectives via multi-channel approach

COMPETITIVE LANDSCAPE

H&M leads in fast fashion

LPP Estonia brands shows good results

Põldma Kaubanduse AS benefits from known brands

CHANNEL DATA

Table 64 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space 2014-2019
Table 65 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 66 Apparel And Footwear Specialist Retailers GBO Company Shares: % Value 2015-2019
Table 67 Apparel And Footwear Specialist Retailers GBN Brand Shares: % Value 2016-2019
Table 68 Apparel And Footwear Specialist Retailers LBN Brand Shares: Outlets 2016-2019
Table 69 Apparel And Footwear Specialist Retailers LBN Brand Shares: Selling Space 2016-2019
Table 70 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 71 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024

Health and Beauty Specialist Retailers in Estonia

HEADLINES

PROSPECTS

Changes in legal environment anticipated to impact sales

Demand for beauty and health benefits the category

Widening product portfolio helps sales of chemists/pharmacies

COMPETITIVE LANDSCAPE

Leader remains the same

Euroapteek OÜ established as a strong player

Multi-channel approach and diversified portfolio will prevail

CHANNEL DATA

Table 72 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space 2014-2019
Table 73 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 74 Sales in Health and Beauty Specialist Retailers by Channel: Value 2014-2019
Table 75 Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2014-2019
Table 76 Health and Beauty Specialist Retailers GBO Company Shares: % Value 2015-2019
Table 77 Health and Beauty Specialist Retailers GBN Brand Shares: % Value 2016-2019
Table 78 Health and Beauty Specialist Retailers LBN Brand Shares: Outlets 2016-2019
Table 79 Health and Beauty Specialist Retailers LBN Brand Shares: Selling Space 2016-2019
Table 80 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 81 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 82 Forecast Sales in Health and Beauty Specialist Retailers by Channel: Value 2019-2024
Table 83 Forecast Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2019-2024

Mixed Retailers in Estonia

HEADLINES

PROSPECTS

Huge competition from outside

Competition within the channel

No big shift anticipated

COMPETITIVE LANDSCAPE

Not the best time for Stockmann AS

Magaziin seems to be well received by Estonians

Tiger Stores Estonia OÜ continues flying

CHANNEL DATA

Table 84 Mixed Retailers: Value Sales, Outlets and Selling Space 2014-2019
Table 85 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 86 Sales in Mixed Retailers by Channel: Value 2014-2019
Table 87 Sales in Mixed Retailers by Channel: % Value Growth 2014-2019
Table 88 Mixed Retailers Outlets by Channel: Units 2014-2019
Table 89 Mixed Retailers Outlets by Channel: % Unit Growth 2014-2019
Table 90 Mixed Retailers GBO Company Shares: % Value 2015-2019
Table 91 Mixed Retailers GBN Brand Shares: % Value 2016-2019
Table 92 Mixed Retailers LBN Brand Shares: Outlets 2016-2019
Table 93 Mixed Retailers LBN Brand Shares: Selling Space 2016-2019
Table 94 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 95 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 96 Forecast Sales in Mixed Retailers by Channel: Value 2019-2024
Table 97 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2019-2024
Table 98 Forecast Mixed Retailers Outlets by Channel: Units 2019-2024
Table 99 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2019-2024

Direct Selling in Estonia

HEADLINES

PROSPECTS

Competition from other formats

Lack of potential employees

Growth of health and wellness

COMPETITIVE LANDSCAPE

Market leaders lose share

Health and wellness players gain

Food and drink seems to lose ground

CHANNEL DATA

Table 100 Direct Selling by Category: Value 2014-2019
Table 101 Direct Selling by Category: % Value Growth 2014-2019
Table 102 Direct Selling GBO Company Shares: % Value 2015-2019
Table 103 Direct Selling GBN Brand Shares: % Value 2016-2019
Table 104 Direct Selling Forecasts by Category: Value 2019-2024
Table 105 Direct Selling Forecasts by Category: % Value Growth 2019-2024

E-Commerce in Estonia

HEADLINES

PROSPECTS

Growth of the local e-stores

Food and drink delivery services still have space for development

Competition to become even harsher during the forecast period

COMPETITIVE LANDSCAPE

3rd Party Merchants continue leading, but with less success

DLB Trading OÜ trying to break through

E-services to business from Coop

CHANNEL DATA

Table 106 E-Commerce by Channel and Category: Value 2014-2019
Table 107 E-Commerce by Channel and Category: % Value Growth 2014-2019
Table 108 E-Commerce GBO Company Shares: % Value 2015-2019
Table 109 E-Commerce GBN Brand Shares: % Value 2016-2019
Table 110 Forecast E-Commerce by Channel and Category: Value 2019-2024
Table 111 Forecast E-Commerce by Channel and Category: % Value Growth 2019-2024

Mobile E-Commerce in Estonia

HEADLINES

PROSPECTS

Country is ready for mobile retail breakthrough

Consumers becoming more used to online payment

Market players enjoy the growth

COMPETITIVE LANDSCAPE

Major banks in mobile payments

Demand for convenience to drive future mobile sales

More players expected to respond to growing use of wearables

CHANNEL DATA

Table 112 Mobile E-Commerce: Value 2014-2019
Table 113 Mobile E-Commerce: % Value Growth 2014-2019
Table 114 Mobile E-Commerce Forecasts: Value 2019-2024
Table 115 Mobile E-Commerce Forecasts: % Value Growth 2019-2024

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