Estonia

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…

Nut and seed based spreads demonstrated the fastest volume growth in 2023 thanks to the growing number of vegetarians who rely on nuts and seeds as a key source of protein and nutrition. In addition, the category is still in its early stages of…

Sales of analgesics return to their pre-pandemic performance in 2023. After the pandemic, seasonal colds and flus circulated more in the country as consumers socialised more without wearing masks, and sales of analgesics have returned to their usual…

Growth in direct selling current value sales in 2022 was up significantly on 2021. While this was partly because spiralling inflation caused unit prices to rise, the improvement was primarily explained by reduced concern about community transmission…

Baby food is expected to register a fall in constant value sales, but volume growth will be moderate. Consumers are expected to be highly price sensitive and prioritise value for money, with a degree of trading down as inflation still bites, though…

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,…

The performance of cigars, cigarillos and smoking tobacco in Estonia in 2023 diverged according to category. Cigars and, to a much lesser extent, cigarillos saw faster retail volume growth, compared to 2022, while smoking tobacco saw a stronger…

In 2023, retail value sales in mass beauty and personal care in Estonia recorded double-digit retail value growth. While this is below the value growth for premium offerings, the vast majority of sales are generated by mass products. Key areas for…

Olive oil recorded the fastest value and volume growth in 2023 as more Estonians adopt a healthy diet. Consumers have become more mindful of the food and ingredients they consume, leading many to opt for healthier edible oils such as olive oil.…

In 2023, baby and child-specific products recorded double-digit retail value growth. However, much of this was driven by inflation. Price hikes continued to add pressure to consumption patterns, with retail volume growth struggling in areas including…