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Skin care enjoyed continued robust growth in 2019, with sales boosted by increased consumer purchasing power and rising awareness of the benefits of a daily skin care routine. The premiumisation trend gained pace, driving overall growth as manufacturers increased investment in innovation and development amid intensified competition.
Facial care remained the largest product area within skin care in Estonia, accounting for the overwhelming majority of value sales in 2019. Estonia’s northern climate means that local consumers actively seek out moisturising products for their faces, which are exposed all winter and affected by strong weather conditions.
L'Oréal Baltic SIA maintained its lead of overall skin care in 2019, with its L’Oréal Paris brand leading brands, followed closely by its Garnier Nutritioniste brand. The company benefits from an extensive product range, a strong presence within both developing and well-established product areas, vigorous marketing activities and regular innovation.
Sales of skin care are now expected to decline by 4% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 2% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.
Though conservative spending due to economic uncertainty is leading to a fall in sales across most product areas within skin care, some areas are weathering the storm better than others and manging to avoid declining into negative growth. The most successful product area in 2020 is expected to be premium facial cleansing wipes, with consumers opting for products offering optimal cleansing power in terms of personal hygiene.
Products within skin care are predicted to recover fairly rapidly as restrictions ease, with the only negative growth forecast in those product areas that were already in decline pre-COVID-19, such as firming/anti-cellulite body care. However, the ongoing impact of the pandemic includes heightened economic uncertainty, with rising unemployment and falling levels of disposal income hampering growth in skin care.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Skin Care 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 Skin Care industry in Estonia, our research will save you time and money while empowering you to make informed, profitable decisions.
The Skin Care in Estonia market research report includes:
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This industry report originates from Passport, our Beauty and Personal Care market research database.
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.