Estonia

Bleach was the only home care product that registered a fall in volume sales in 2023. The increasing array of other effective cleaning products dampened volume sales of bleach. In addition, consumers are increasingly concerned about the chemical…

Reduced sugar cola carbonates demonstrated the fastest retail volume growth in 2023. As more consumers become health-conscious and aware of the potential negative effects of excessive sugar consumption, there is a growing demand for healthier…

Wine sales stagnated in 2023. However, this is not entirely bad news – after intense growth over the historic period, the category was bound to reach a limit. Additionally, the challenging economic conditions in 2023 further influenced consumers'…

Oral care in 2023 showcased strong growth in Estonia, with double-digit retail value growth and positive, double-digit retail volume growth in areas including denture care, power toothbrushes and electric toothbrushes. Growing consumer education and…

In 2023, deodorants in Estonia saw positive retail value, with growing awareness and a strong advertising campaign in men's deodorants adding momentum to sales. Sales of deodorants also benefited from consumers returning to their social and…

With continuing economic uncertainty, as a result of the Russian invasion of Ukraine, home care registered muted volume growth, in spite of an increased population, due to the arrival of a significant number of immigrants from Ukraine. Also, while…

About four-tenth of Estonian households own a dishwasher and despite reduced purchasing power, consumers were still reluctant to forego the convenience of automatic dishwashing. Instead, they traded down and for instance opted for powder instead of…

The powder format continued to register the fastest off-trade volume and current value growth in concentrates in 2023. The popularity of powder concentrates stems from their cost-effectiveness, portability, ease of preparation and long shelf life.…

In 2023, men's grooming in Estonia showcased a positive performance, with double-digit retail value growth and standout volume performances from men's fragrances and bath and shower products. While men's grooming suffered from COVID-19 lockdowns,…

Drinking milk registered healthy current value and volume growth in Estonia in 2024. A significant number of newly arrived migrants from Ukraine, escaping from the war, also helped to boost volume sales. However, inflation remained an issue,…

Butter and spreads registered moderate current value growth in 2024, while foodservice volume sales saw a modest increase and retail volume sales declined. Economic uncertainty because of the Russian invasion of Ukraine, the meteoric rise in…

In 2023, tissue and hygiene witnessed substantial growth across both retail and away-from-home segments, propelled by various influential factors. Firstly, heightened consumer awareness, particularly regarding adult incontinence items, emerged as a…

The surge in volume growth for light adult incontinence products in 2023 reflects an increasing trend towards proactive health management among consumers in Estonia. With a growing emphasis on personal wellness, individuals are seeking solutions that…

While sales are still relatively low compared with regular dairy, in 2024, sales of plant-based dairy enjoyed significant growth in both retail and current volume terms. This was largely thanks to increased consumption of plant-based milk, which has…

In 2023, bath and shower in Estonia recorded solid double-digit retail value growth, while retail volume growth was positive in body wash/shower gel, hand sanitisers, intimate washes, intimate wipes and liquid soap.

Other plant-based hot drinks showed the fastest volume and value growth in other drinks in 2023. As more Estonians adopt vegetarian, vegan, or plant-based diets due to environmental concerns or dairy allergy/intolerance, the demand for alternatives…

Nappies/diapers/pants experienced a decline in volume sales in 2023, primarily attributed to the decreasing birth rate in the country. With fewer births, there is reduced demand for baby care products, including nappies, diapers, and pants. Economic…

Vitamins recorded strong double-digit growth during the pandemic as consumers purchased products to strengthen their immunity and boost their general health. However, with restrictions lifted and consumers resuming their usual daily activities,…

Although Estonia enjoys substantial economic freedom and tackles corruption effectively, state finances are deteriorating but remain sustainable. The economy is experiencing recession and stagflation, whilst its highly open nature creates risks for…

In 2023, sales of sports nutrition are benefiting from consumers leading increasingly healthy lifestyles and rising nutrition education. In addition, sports nutrition products are now very well perceived as the scepticism among the general public…