Weight Management and Wellbeing in Estonia

PROSPECTS

Government efforts to promote healthy living influence weight management

The Estonian government continuously tried to promote healthier lifestyles, motivating people to eat more fruit and vegetables and lower alcohol consumption through social marketing campaigns at a national level. These efforts generated some positive results as the number of people taking up sports and general public awareness about eating habits and nutrition rose.

Price competition prevents meal replacement observing fastest growth

Meal replacement products grew fastest in Estonia in volume terms, as the category became more accessible to the public each year. The growing number of sports nutrition outlets and online stores were among the major contributors to the development of this category.

Developments in dietary supplements also impact weight management

The increasing number of distributors and producers of dietary supplements also influenced weight management, as a noticeable part of them offered weight loss supplements in their assortment. However, increasing competition will also require them to invest more in advertising and promotions to remain highly competitive in the market.

COMPETITIVE LANDSCAPE

Leader remains the same despite weakening position

Herbalife Nutrition (formerly Herbalife) maintained its leadership in weight management and wellbeing. The company had a very long presence by being one of the first direct sellers in Estonia, which historically allowed it to secure a strong position.

International players dominate weight management

International players dominated weight management and wellbeing in Estonia. The only domestic player that was able to gain any noticeable share was European Foods OÜ which, in weight management, was represented by its Iconfit brand.

Distribution commonly defines success of weight management products

Weight management products tended to have rather moderate advertising support and distribution was commonly used as a tool to gain competitive advantage. Depending on the company this is used differently, with direct selling allowing easy delivery of information to consumers.

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