Although available in Estonia, weight management products continue to have a low base as they are not the first choice of consumers to tackle their weight problems as the main advice from both doctors and dieticians is a combination of sports and a healthy diet. The Estonian government has been promoting healthier lifestyles over the review period, trying to motivate people to eat more fruit and vegetables and decrease alcohol consumption.
Meal replacement is the largest and fastest growing category in Estonia in 2021 as the products, such as snack bars, are present in modern retail outlets and are usually positioned next to sports nutrition products. Meal replacement products also benefit from becoming more accessible to the public each year; the growing numbers of e-commerce channels were among the major contributors to the development of this category at the end of the review period.
The direct selling heavyweight Herbalife Nutrition is the most well-known weight management brand in Estonia. With activity starting back in 1990s, this brand is still present across the country with a base of loyal customers.
Consumers are expected to further concentrate on a combination of sports and eating a balanced diet in order to lose weight and get in shape. As a result, weight management and wellbeing is not perceived as a category with a bright future in Estonia.
Depending on the future activities of retailers and manufacturers, some forms of meal replacement may enhance their presence in the market over the forecast period. These will mostly be in the form of snacks that can be easily consumed on-the-go, such as snack bars.
The number of producers of dietary supplements is likely to continue influencing weight management and wellbeing over the forecast period, as many of these distributors are also offering weight loss supplements in their assortment. Distributors of sports nutrition are also likely to further expand into weight management supplements, with the new launches predicted to come under strong brands given their cross-category operations, which could pressure international names further.
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Weight management and well being is the aggregation of meal replacement, weight loss supplements, OTC obesity, and slimming teas. Exclude meal plans such as Weight Watchers, Jenny Craig, Nutrisystem, or Slimming World among others similar options.See All of Our Definitions
This report originates from Passport, our Slimming Products research and analysis database.
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