Skin Care in Estonia

PRE-COVID-19 PERFORMANCE

Premiumisation continues to drive growth in 2019

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 remains largest product area in 2019

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 leads in 2019, thanks to the strength of its many active brands

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.

2020 AND BEYOND

COVID-19 impact

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.

Affected products within skin care

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.

Recovery and opportunities

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.

Files are delivered directly into your account within a few minutes of purchase.