Weight Management and Wellbeing in Estonia

PROSPECTS

Increasing health-awareness makes Estonians more selective in product choice

The Estonian government continually tries 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 have generated some positive results as the number of people taking up sports and general public-awareness about eating habits and nutrition has risen.

Meal replacement benefits from consumer emphasis on dieting

In 2019, meal replacement grew the fastest in volume and current value sales terms, as the public are increasingly favouring dieting-related rather than the less nutritional-focused weight loss products in their quest to lead a healthier lifestyle. Also, the meal replacement category has become more accessible to the public each year.

Healthy competition is set to stimulate weight loss supplements

The increasing numbers of distributors and producers of dietary supplements has also influenced weight management and wellbeing, as many of them are offering weight loss supplements in their assortment. This increasing threat to sales requires producers of weight loss supplements to invest more in advertising and promotions to remain highly competitive in the market.

COMPETITIVE LANDSCAPE

Herbalife still tips the scales in weight management and wellbeing

Herbalife Nutrition Ltd (formerly Herbalife Ltd) maintained its leadership in weight management and wellbeing in 2019. The company is widely recognised for its weight management range and it has a very long presence by being one of the first direct sellers in Estonia, which historically allows it to secure a strong position.

Domestic production is slim, but set to bulk up

International players dominate weight management and wellbeing in Estonia. The only domestic player that was able to gain any noticeable share in 2019 was European Foods OÜ, which in meal replacement was represented by its Iconfit Diet Shake brand.

Consumer behaviour is strongly dictating channel trends

Weight management and wellbeing products have tended to have rather moderate advertising support and distribution is 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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