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Retailing in Estonia

March 2021
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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

COVID-19 impact on retailing
COVID-19 country impact
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 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 2015-2020 Table 2 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2015-2020 Table 3 Sales in Store-Based Retailing by Channel: Value 2015-2020 Table 4 Sales in Store-Based Retailing by Channel: % Value Growth 2015-2020 Table 5 Store-Based Retailing Outlets by Channel: Units 2015-2020 Table 6 Store-Based Retailing Outlets by Channel: % Unit Growth 2015-2020 Table 7 Sales in Non-Store Retailing by Channel: Value 2015-2020 Table 8 Sales in Non-Store Retailing by Channel: % Value Growth 2015-2020 Table 9 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2015-2020 Table 10 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 11 Sales in Non-Grocery Specialists by Channel: Value 2015-2020 Table 12 Sales in Non-Grocery Specialists by Channel: % Value Growth 2015-2020 Table 13 Non-Grocery Specialists Outlets by Channel: Units 2015-2020 Table 14 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2015-2020 Table 15 Retailing GBO Company Shares: % Value 2016-2020 Table 16 Retailing GBN Brand Shares: % Value 2017-2020 Table 17 Store-based Retailing GBO Company Shares: % Value 2016-2020 Table 18 Store-based Retailing GBN Brand Shares: % Value 2017-2020 Table 19 Store-based Retailing LBN Brand Shares: Outlets 2017-2020 Table 20 Non-Store Retailing GBO Company Shares: % Value 2016-2020 Table 21 Non-Store Retailing GBN Brand Shares: % Value 2017-2020 Table 22 Non-Grocery Specialists GBO Company Shares: % Value 2016-2020 Table 23 Non-Grocery Specialists GBN Brand Shares: % Value 2017-2020 Table 24 Non-Grocery Specialists LBN Brand Shares: Outlets 2017-2020 Table 25 Non-Grocery Specialists LBN Brand Shares: Selling Space 2017-2020 Table 26 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2020-2025 Table 27 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2020-2025 Table 28 Forecast Sales in Store-Based Retailing by Channel: Value 2020-2025 Table 29 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2020-2025 Table 30 Forecast Store-Based Retailing Outlets by Channel: Units 2020-2025 Table 31 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2020-2025 Table 32 Forecast Sales in Non-Store Retailing by Channel: Value 2020-2025 Table 33 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2020-2025 Table 34 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 35 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025 Table 36 Forecast Sales in Non-Grocery Specialists by Channel: Value 2020-2025 Table 37 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2020-2025 Table 38 Forecast Non-Grocery Specialists Outlets by Channel: Units 2020-2025 Table 39 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2020-2025

DISCLAIMER

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

SOURCES

Summary 2 Research Sources

Modern Grocery Retailers in Estonia

KEY DATA FINDINGS

2020 IMPACT

Reluctance to go in-store, restrictions on occupancy slows sales growth of modern grocery
Pandemic accelerates trend to shop locally, avoid large outlets
Marked uptick in retain innovation driven by virus

RECOVERY 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 2015-2020 Table 41 Modern Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 42 Sales in Modern Grocery Retailers by Channel: Value 2015-2020 Table 43 Sales in Modern Grocery Retailers by Channel: % Value Growth 2015-2020 Table 44 Modern Grocery Retailers Outlets by Channel: Units 2015-2020 Table 45 Modern Grocery Retailers Outlets by Channel: % Unit Growth 2015-2020 Table 46 Modern Grocery Retailers GBO Company Shares: % Value 2016-2020 Table 47 Modern Grocery Retailers GBN Brand Shares: % Value 2017-2020 Table 48 Modern Grocery Retailers LBN Brand Shares: Outlets 2017-2020 Table 49 Modern Grocery Retailers LBN Brand Shares: Selling Space 2017-2020 Table 50 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 51 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025 Table 52 Forecast Sales in Modern Grocery Retailers by Channel: Value 2020-2025 Table 53 Forecast Sales in Modern Grocery Retailers by Channel: % Value Growth 2020-2025 Table 54 Forecast Modern Grocery Retailers Outlets by Channel: Units 2020-2025 Table 55 Forecast Modern Grocery Retailers Outlets by Channel: % Unit Growth 2020-2025

Traditional Grocery Retailers in Estonia

KEY DATA FINDINGS

2020 IMPACT

Occupancy restrictions and specialisation tendency hit sales
Travel bans hit alcohol specialists as Finns forced to stay at home
Premium position of many retailers helps offset collapse of footfall

RECOVERY AND OPPORTUNITIES

Easing of restrictions key to growth, but 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 2015-2020 Table 57 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 58 Traditional Grocery Retailers GBO Company Shares: % Value 2016-2020 Table 59 Traditional Grocery Retailers GBN Brand Shares: % Value 2017-2020 Table 60 Traditional Grocery Retailers LBN Brand Shares: Outlets 2017-2020 Table 61 Traditional Grocery Retailers LBN Brand Shares: Selling Space 2017-2020 Table 62 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 63 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025

Apparel and Footwear Specialist Retailers in Estonia

KEY DATA FINDINGS

2020 IMPACT

Pandemic closures and subsequent protocols see footfall collapse in 2020
Lockdown upends consumer needs for apparel and footwear, cuts demand
COVID-19 accelerates e-commerce, strengthens importance of digital strategies

RECOVERY 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 2015-2020 Table 65 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 66 Apparel And Footwear Specialist Retailers GBO Company Shares: % Value 2016-2020 Table 67 Apparel And Footwear Specialist Retailers GBN Brand Shares: % Value 2017-2020 Table 68 Apparel And Footwear Specialist Retailers LBN Brand Shares: Outlets 2017-2020 Table 69 Apparel And Footwear Specialist Retailers LBN Brand Shares: Selling Space 2017-2020 Table 70 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 71 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025

Health and Beauty Specialist Retailers in Estonia

KEY DATA FINDINGS

2020 IMPACT

Sales slow, but back end of 2020 sees strong recovery
Health worries fail to deliver strong growth in sales
Travel ban, lockdown hit sales for optical goods stores

RECOVERY AND OPPORTUNITIES

Outlet closures will slow growth, but sales will recover as virus fades
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 2015-2020 Table 73 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 74 Sales in Health and Beauty Specialist Retailers by Channel: Value 2015-2020 Table 75 Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2015-2020 Table 76 Health and Beauty Specialist Retailers GBO Company Shares: % Value 2016-2020 Table 77 Health and Beauty Specialist Retailers GBN Brand Shares: % Value 2017-2020 Table 78 Health and Beauty Specialist Retailers LBN Brand Shares: Outlets 2017-2020 Table 79 Health and Beauty Specialist Retailers LBN Brand Shares: Selling Space 2017-2020 Table 80 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 81 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025 Table 82 Forecast Sales in Health and Beauty Specialist Retailers by Channel: Value 2020-2025 Table 83 Forecast Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2020-2025

Mixed Retailers in Estonia

KEY DATA FINDINGS

2020 IMPACT

Pandemic accelerates underlying negative trends
Curbs on social gathering, work weaken demand for department store offer
Digital weakness exposed by crisis

RECOVERY 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 2015-2020 Table 85 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 86 Sales in Mixed Retailers by Channel: Value 2015-2020 Table 87 Sales in Mixed Retailers by Channel: % Value Growth 2015-2020 Table 88 Mixed Retailers Outlets by Channel: Units 2015-2020 Table 89 Mixed Retailers Outlets by Channel: % Unit Growth 2015-2020 Table 90 Mixed Retailers GBO Company Shares: % Value 2016-2020 Table 91 Mixed Retailers GBN Brand Shares: % Value 2017-2020 Table 92 Mixed Retailers LBN Brand Shares: Outlets 2017-2020 Table 93 Mixed Retailers LBN Brand Shares: Selling Space 2017-2020 Table 94 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 95 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025 Table 96 Forecast Sales in Mixed Retailers by Channel: Value 2020-2025 Table 97 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2020-2025 Table 98 Forecast Mixed Retailers Outlets by Channel: Units 2020-2025 Table 99 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2020-2025

Direct Selling in Estonia

KEY DATA FINDINGS

2020 IMPACT

Pandemic restrictions make sales model harder to operate
Health concerns in Estonia buoy consumer health specialists
Pandemic strengthens digital use

RECOVERY 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 2015-2020 Table 101 Direct Selling by Category: % Value Growth 2015-2020 Table 102 Direct Selling GBO Company Shares: % Value 2016-2020 Table 103 Direct Selling GBN Brand Shares: % Value 2017-2020 Table 104 Direct Selling Forecasts by Category: Value 2020-2025 Table 105 Direct Selling Forecasts by Category: % Value Growth 2020-2025

E-Commerce in Estonia

KEY DATA FINDINGS

2020 IMPACT

Lockdown, anxiety, other restrictions lift e-commerce sales
Acceleration supported by Estonia’s digital infrastructure, local players emerge strongly
Grocery coverage grows thanks to crisis, still room for improvement

RECOVERY AND OPPORTUNITIES

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

CHANNEL DATA

Table 106 E-Commerce by Channel and Category: Value 2015-2020 Table 107 E-Commerce by Channel and Category: % Value Growth 2015-2020 Table 108 E-Commerce GBO Company Shares: % Value 2016-2020 Table 109 E-Commerce GBN Brand Shares: % Value 2017-2020 Table 110 Forecast E-Commerce by Channel and Category: Value 2020-2025 Table 111 Forecast E-Commerce by Channel and Category: % Value Growth 2020-2025

Mobile E-Commerce in Estonia

KEY DATA FINDINGS

2020 IMPACT

Pandemic helps support explosive growth trends
Strong digital infrastructure and high levels of trust support switch in 2020
Leading retailers benefit from preparedness

RECOVERY 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: Value 2015-2020 Table 113 Mobile E-Commerce: % Value Growth 2015-2020 Table 114 Mobile E-Commerce Forecasts: Value 2020-2025 Table 115 Mobile E-Commerce Forecasts: % Value Growth 2020-2025
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This report originates from Passport, our Retailing research and analysis database.

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