Skin Care in Estonia

PROSPECTS

Premiumisation trend defines performance of skin care in 2018

The growing premiumisation trend was very noticeable in skin care in 2018. From the consumer side, improving purchasing power was a major factor benefitting this trend, whilst supply witnessed intensified competition.

Facial skin care remains the most important category in skin care

In Estonia, facial care remains the largest category and accounts for the majority of total skin care value sales. Estonians prioritise this category the most for many reasons.

Natural and organic skin care products expected to impact skin care even more

Over the forecast period, Estonians are expected to focus even more on natural and organic skin care products. These factors are becoming more and more important, as they are perceived to benefit skin more than standard products do.

COMPETITIVE LANDSCAPE

L'Oréal continues to lead sales share in skin care

L'Oréal maintained its leadership in skin care in 2018. Its broad product range, presence within developing and established categories, strong advertising support for leading brands and regular innovation allowed the company to succeed and protect its sales share during the review period and in 2018.

Frend Trade achieves the best performance in skin care in 2018

Frend Trade saw the highest value growth in skin care in 2018. The company represents Weleda brand, which benefitted significantly from the increasing demand for natural and organic skin care products.

Domestic producers are expected to benefit more from evolving trends

Domestic producers are expected to strengthen their positions in skin care over the forecast period. Estonian producers that were able to succeed over recent years were high focussed on natural and organic beauty and personal care products.

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