With society opening up, skin care returned to healthy current value and volume growth. However, certain consumer purchasing patterns were still impacted by the pandemic.
Skin care is quite fragmented, with only one player holding a double-digit value share and that is L’Oréal, thanks to popular brands such as Garnier Nutritioniste and L’Oréal Paris. Other multinationals hold the other leading positions, including Jungent Estonia for Unilever, Nivea and NAOS.
Estonians are increasing their focus on clean, natural, and organic ingredients – a trend which was well underway during the review period but was accelerated by the pandemic and a back-to-basics approach. Increasing competition and the rise of e-commerce is prompting frequent and regular offers and promotions in premium-positioned skin care products, with players aiming to attract and retain consumers in a weakened economy.
Skin care will register healthy constant value growth over the forecast period. Consumers increasingly consider skin care to play an important role in the longer-term care of their appearance, and so skin care products will continue to register positive growth.
The key trend in skin care is likely to be the growing penetration of multi-benefit products. Many brands have already experimented with multi-benefit combinations, but this is becoming more ubiquitous, and consumers now expect this as standard in many products.
Private label could also possibly gain a more significant foothold over the forecast period. Lidl is due to open eight stores in 2022.
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Understand the latest market trends and future growth opportunities for the Skin Care 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.
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Skin Care
This is the aggregation of facial care, body care, hand care and skin care sets/kits.
See All of Our DefinitionsThis report originates from Passport, our Skin Care research and analysis database.
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