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Country Report

Retailing in

Retailing in Estonia

77 pages, Feb 2019

US$2,100

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Positive economic development boosts retailing

In 2018, the Estonian economy continued to recover, with consumer purchasing power rising, thus boosting overall retail sales. Indeed, retail sales grew at a faster pace than GDP as a result of improving consumer confidence and a consequent desire to spend more.

Convenience trend continues to grow in importance

The convenience trend continues to gain traction in Estonia, resulting in multiple new developments and the restructuring of leading retailers. For instance, Rimi Eesti Food entered convenience stores with its Rimi Express format in 2017.

Competitive environment remains stable

Leading retail players continue to dominate sales in Estonia. The top five companies in 2018 were Coop Estonia, Maxima Eesti, Selver, Rimi Eesti Foods and Prisma Peremarket, all of which are large modern grocery retailers.

Grocery retailing remains main distribution channel

Modern grocery retailers continue to lead distribution in this area. This channel is highly competitive, with sales being led by large-scale operators that typically offer different store formats and cover all essential consumer demand.

Forecast performance to be boosted by new developments

Sales over the forecast period are expected to increase at a slightly faster pace than GDP, despite constantly increasing price competition, not only among leading players, but also different channels. Price competition is expected to be particularly strong within the internet retailing channel.

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Retailing Sample Report Retailing Sample Data

Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Retailing industry in Estonia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Retailing industry in Estonia, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Estonia for free:

The Retailing in Estonia market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic number of stores, selling space and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

How big is the grocery/non-grocery/non-store channel in Estonia?
Who are the leading retailers in Estonia?
How is retailing performing in Estonia?
What is the retailing environment like in Estonia?
Which channels are winning or losing in the fight for consumers’ money?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Retailing market research database.

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Retailing in Estonia

EXECUTIVE SUMMARY

Positive economic development boosts retailing

Convenience trend continues to grow in importance

Competitive environment remains stable

Grocery retailing remains main distribution channel

Forecast performance to be boosted by new developments

OPERATING ENVIRONMENT

Informal retailing

Opening hours

Summary 1 Standard Opening Hours by Channel Type

Physical retail landscape

Cash and carry

Table 1 Cash and Carry Sales: Value

Seasonality

Christmas
Midsummer Festival

Payments and delivery

Emerging business models

MARKET DATA

Table 2 Sales in Retailing by Store-based vs Non-Store: Value 2013-2018
Table 3 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2013-2018
Table 4 Sales in Store-Based Retailing by Channel: Value 2013-2018
Table 5 Sales in Store-Based Retailing by Channel: % Value Growth 2013-2018
Table 6 Store-Based Retailing Outlets by Channel: Units 2013-2018
Table 7 Store-Based Retailing Outlets by Channel: % Unit Growth 2013-2018
Table 8 Sales in Non-Store Retailing by Channel: Value 2013-2018
Table 9 Sales in Non-Store Retailing by Channel: % Value Growth 2013-2018
Table 10 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2013-2018
Table 11 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 12 Sales in Non-Grocery Specialists by Channel: Value 2013-2018
Table 13 Sales in Non-Grocery Specialists by Channel: % Value Growth 2013-2018
Table 14 Non-Grocery Specialists Outlets by Channel: Units 2013-2018
Table 15 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2013-2018
Table 16 Retailing GBO Company Shares: % Value 2014-2018
Table 17 Retailing GBN Brand Shares: % Value 2015-2018
Table 18 Store-based Retailing GBO Company Shares: % Value 2014-2018
Table 19 Store-based Retailing GBN Brand Shares: % Value 2015-2018
Table 20 Store-based Retailing LBN Brand Shares: Outlets 2015-2018
Table 21 Non-Store Retailing GBO Company Shares: % Value 2014-2018
Table 22 Non-Store Retailing GBN Brand Shares: % Value 2015-2018
Table 23 Non-Grocery Specialists GBO Company Shares: % Value 2014-2018
Table 24 Non-Grocery Specialists GBN Brand Shares: % Value 2015-2018
Table 25 Non-Grocery Specialists LBN Brand Shares: Outlets 2015-2018
Table 26 Non-Grocery Specialists LBN Brand Shares: Selling Space 2015-2018
Table 27 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2018-2023
Table 28 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2018-2023
Table 29 Forecast Sales in Store-Based Retailing by Channel: Value 2018-2023
Table 30 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2018-2023
Table 31 Forecast Store-Based Retailing Outlets by Channel: Units 2018-2023
Table 32 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2018-2023
Table 33 Forecast Sales in Non-Store Retailing by Channel: Value 2018-2023
Table 34 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2018-2023
Table 35 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 36 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 37 Forecast Sales in Non-Grocery Specialists by Channel: Value 2018-2023
Table 38 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2018-2023
Table 39 Forecast Non-Grocery Specialists Outlets by Channel: Units 2018-2023
Table 40 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources

Apparel and Footwear Specialist Retailers in Estonia

HEADLINES

PROSPECTS

Consumers looking for well-known brands and quality at a cheaper price

Consumer preferences and competitive landscape benefits large retailers

Positive growth expected despite shift to internet retailing

COMPETITIVE LANDSCAPE

H&M Hennes & Mauritz leads apparel and footwear specialist sales

Põldma Kaubanduse leads growth

New developments across all price segments

CHANNEL DATA

Table 41 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 42 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 43 Apparel And Footwear Specialist Retailers GBO Company Shares: % Value 2014-2018
Table 44 Apparel And Footwear Specialist Retailers GBN Brand Shares: % Value 2015-2018
Table 45 Apparel And Footwear Specialist Retailers LBN Brand Shares: Outlets 2015-2018
Table 46 Apparel And Footwear Specialist Retailers LBN Brand Shares: Selling Space 2015-2018
Table 47 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 48 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023

Direct Selling in Estonia

HEADLINES

PROSPECTS

Direct sellers boosted by strengthening economy and declining scepticism

Introduction of new players

Most players set to see positive development over forecast period

COMPETITIVE LANDSCAPE

Avon Eesti maintains leading position

Herbalife Latvia regaining lost sales share

Health and wellness products provide most potential for new developments

CHANNEL DATA

Table 49 Direct Selling by Category: Value 2013-2018
Table 50 Direct Selling by Category: % Value Growth 2013-2018
Table 51 Direct Selling GBO Company Shares: % Value 2014-2018
Table 52 Direct Selling GBN Brand Shares: % Value 2015-2018
Table 53 Direct Selling Forecasts by Category: Value 2018-2023
Table 54 Direct Selling Forecasts by Category: % Value Growth 2018-2023

Health and Beauty Specialist Retailers in Estonia

HEADLINES

PROSPECTS

Health and beauty specialist retailers dependent on performance of pharmacies

Multiple factors benefit chemists/pharmacies

Health and wellness trend to benefit channel

COMPETITIVE LANDSCAPE

Apteekide Koostöö maintains leadership

Euroapteek implements new strategy and becomes fastest growing player

Chemists/pharmacies expected to evolve towards drugstores

CHANNEL DATA

Table 55 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 56 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 57 Sales in Health and Beauty Specialist Retailers by Channel: Value 2013-2018
Table 58 Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2013-2018
Table 59 Health and Beauty Specialist Retailers GBO Company Shares: % Value 2014-2018
Table 60 Health and Beauty Specialist Retailers GBN Brand Shares: % Value 2015-2018
Table 61 Health and Beauty Specialist Retailers LBN Brand Shares: Outlets 2015-2018
Table 62 Health and Beauty Specialist Retailers LBN Brand Shares: Selling Space 2015-2018
Table 63 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 64 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 65 Forecast Sales in Health and Beauty Specialist Retailers by Channel: Value 2018-2023
Table 66 Forecast Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2018-2023

Internet Retailing in Estonia

HEADLINES

PROSPECTS

Active development of internet retailing driven by small and large players

Rapid food and drink internet retailing growth

Improving delivery services to significantly boost growth

COMPETITIVE LANDSCAPE

3rd Party Merchants dominates sales via Alibaba Group Holding

MK Trade Baltic leads growth due to early stage development phase

Large number of new developments expected over coming years

CHANNEL DATA

Table 67 Internet Retailing by Category: Value 2013-2018
Table 68 Internet Retailing by Category: % Value Growth 2013-2018
Table 69 Internet Retailing GBO Company Shares: % Value 2014-2018
Table 70 Internet Retailing GBN Brand Shares: % Value 2015-2018
Table 71 Internet Retailing Forecasts by Category: Value 2018-2023
Table 72 Internet Retailing Forecasts by Category: % Value Growth 2018-2023

Mixed Retailers in Estonia

HEADLINES

PROSPECTS

Department stores face increasing maturity, while variety stores continue to develop

Growing purchasing power boosts department and variety stores

Continuation of current trends expected over forecast period

COMPETITIVE LANDSCAPE

Stockmann maintains leading position in 2018

KPG Kaubanduse’s Magaziin variety stores see strong growth

Retailers expected to focus more on unique and premium products

CHANNEL DATA

Table 73 Mixed Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 74 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 75 Sales in Mixed Retailers by Channel: Value 2013-2018
Table 76 Sales in Mixed Retailers by Channel: % Value Growth 2013-2018
Table 77 Mixed Retailers Outlets by Channel: Units 2013-2018
Table 78 Mixed Retailers Outlets by Channel: % Unit Growth 2013-2018
Table 79 Mixed Retailers GBO Company Shares: % Value 2014-2018
Table 80 Mixed Retailers GBN Brand Shares: % Value 2015-2018
Table 81 Mixed Retailers LBN Brand Shares: Outlets 2015-2018
Table 82 Mixed Retailers LBN Brand Shares: Selling Space 2015-2018
Table 83 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 84 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 85 Forecast Sales in Mixed Retailers by Channel: Value 2018-2023
Table 86 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2018-2023
Table 87 Forecast Mixed Retailers Outlets by Channel: Units 2018-2023
Table 88 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2018-2023

Mobile Internet Retailing in Estonia

HEADLINES

PROSPECTS

Early development phase provides strong growth potential

Importance of instant bank transfers and desire to compare prices limits growth

More developments in mobile internet retailing still to come

COMPETITIVE LANDSCAPE

Prisma Peremarket among most active players in mobile internet retailing

Demand for convenience to drive mobile sales in future

More players expected to respond to growing use of wearables

CHANNEL DATA

Table 89 Mobile Internet Retailing: Value 2013-2018
Table 90 Mobile Internet Retailing: % Value Growth 2013-2018
Table 91 Mobile Internet Retailing Forecasts: Value 2018-2023
Table 92 Mobile Internet Retailing Forecasts: % Value Growth 2018-2023

Modern Grocery Retailers in Estonia

HEADLINES

PROSPECTS

Convenience key to development of modern grocery retailers

Supermarkets starting to reach maturity

Convenience stores to continue developing over coming years

COMPETITIVE LANDSCAPE

Coop Estonia continues to lead sales

Alexela Oil leads growth among modern grocery retailers

Modern grocery retailers expected to focus more on convenience trend

CHANNEL DATA

Table 93 Modern Grocery Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 94 Modern Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 95 Sales in Modern Grocery Retailers by Channel: Value 2013-2018
Table 96 Sales in Modern Grocery Retailers by Channel: % Value Growth 2013-2018
Table 97 Modern Grocery Retailers Outlets by Channel: Units 2013-2018
Table 98 Modern Grocery Retailers Outlets by Channel: % Unit Growth 2013-2018
Table 99 Modern Grocery Retailers GBO Company Shares: % Value 2014-2018
Table 100 Modern Grocery Retailers GBN Brand Shares: % Value 2015-2018
Table 101 Modern Grocery Retailers LBN Brand Shares: Outlets 2015-2018
Table 102 Modern Grocery Retailers LBN Brand Shares: Selling Space 2015-2018
Table 103 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 104 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 105 Forecast Sales in Modern Grocery Retailers by Channel: Value 2018-2023
Table 106 Forecast Sales in Modern Grocery Retailers by Channel: % Value Growth 2018-2023
Table 107 Forecast Modern Grocery Retailers Outlets by Channel: Units 2018-2023
Table 108 Forecast Modern Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023

Traditional Grocery Retailers in Estonia

HEADLINES

PROSPECTS

Traditional players struggling to compete with modern grocery retailers

Independent specialist retailers benefit most from improving economy

Small retailers expected to focus more on potential within specialist retailers

COMPETITIVE LANDSCAPE

Aldar Eesti continues to lead sales in traditional grocery retailers

Rising demand for natural products

Chained traditional grocery retailers to advance over coming years

CHANNEL DATA

Table 109 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 110 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 111 Traditional Grocery Retailers GBO Company Shares: % Value 2014-2018
Table 112 Traditional Grocery Retailers GBN Brand Shares: % Value 2015-2018
Table 113 Traditional Grocery Retailers LBN Brand Shares: Outlets 2015-2018
Table 114 Traditional Grocery Retailers LBN Brand Shares: Selling Space 2015-2018
Table 115 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 116 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023

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Megatrends

Country Report

Retailing in Estonia

New Report Guarantee

Executive Summary

New Report Guarantee

Positive economic development boosts retailing

Convenience trend continues to grow in importance

Competitive environment remains stable

Grocery retailing remains main distribution channel

Forecast performance to be boosted by new developments

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Retailing in Estonia

EXECUTIVE SUMMARY

Positive economic development boosts retailing

Convenience trend continues to grow in importance

Competitive environment remains stable

Grocery retailing remains main distribution channel

Forecast performance to be boosted by new developments

OPERATING ENVIRONMENT

Informal retailing

Opening hours

Physical retail landscape

Cash and carry

Seasonality

Payments and delivery

Emerging business models

MARKET DATA

DEFINITIONS

SOURCES

Apparel and Footwear Specialist Retailers in Estonia

HEADLINES

PROSPECTS

Consumers looking for well-known brands and quality at a cheaper price

Consumer preferences and competitive landscape benefits large retailers

Positive growth expected despite shift to internet retailing

COMPETITIVE LANDSCAPE

H&M Hennes & Mauritz leads apparel and footwear specialist sales

Põldma Kaubanduse leads growth

New developments across all price segments

CHANNEL DATA

Direct Selling in Estonia

HEADLINES

PROSPECTS

Direct sellers boosted by strengthening economy and declining scepticism

Introduction of new players

Most players set to see positive development over forecast period

COMPETITIVE LANDSCAPE

Avon Eesti maintains leading position

Herbalife Latvia regaining lost sales share

Health and wellness products provide most potential for new developments

CHANNEL DATA

Health and Beauty Specialist Retailers in Estonia

HEADLINES

PROSPECTS

Health and beauty specialist retailers dependent on performance of pharmacies

Multiple factors benefit chemists/pharmacies

Health and wellness trend to benefit channel

COMPETITIVE LANDSCAPE

Apteekide Koostöö maintains leadership

Euroapteek implements new strategy and becomes fastest growing player

Chemists/pharmacies expected to evolve towards drugstores

CHANNEL DATA

Internet Retailing in Estonia

HEADLINES

PROSPECTS

Active development of internet retailing driven by small and large players

Rapid food and drink internet retailing growth

Improving delivery services to significantly boost growth

COMPETITIVE LANDSCAPE

3rd Party Merchants dominates sales via Alibaba Group Holding

MK Trade Baltic leads growth due to early stage development phase

Large number of new developments expected over coming years

CHANNEL DATA

Mixed Retailers in Estonia