Market research on consumer products, commercial industries, demo...
Market research on consumer products, commercial industries, demographics trends and consumer lifestyles in Estonia. Includes comprehensive data and analysis, tables and charts, with five-year forecasts.
Yoghurt and sour milk products is expected to register muted constant value growth, but healthy volume growth in 2023. A significant number of newly-arrived migrants from Ukraine, escaping from the war, is also expected to increase volume sales.…
2023 is another year of the wound care category returning to its pre-pandemic sales level. Consumers have resumed their usual active lifestyles following the outbreak of COVID-19. Both adults and children have returned to sports, hiking and other…
In 2023, retail sales of wipes recorded steady growth, though this value growth was largely driven prices increases as inflationary pressures continued to be felt in the country. Intimate wipes experienced robust volume growth in 2023, emerging as…
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'…
Weight management products continue to have a low consumer base in Estonia. For many consumers, these products are not top of mind or the first choice for tackling weight loss. Still, category growth was registered as some consumers use these…
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,…
With inflation still high, toilet care registered a fall in constant value sales, as continuing rising costs hit profit margins. Toilet liquid/foams continued to account for most value and volume sales and also registered the highest growth.…
Within tobacco in Estonia, cigarettes continued to struggle to maintain demand in 2023. Smoking prevalence in terms of cigarettes saw a further small decrease at the end of the review period. This was underpinned by heightened health concerns as well…
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…
Black tea recorded the fastest value growth in 2023 due to the rising popularity of premium and speciality black teas. Consumers are willing to pay a premium for high-quality black teas sourced from specific regions, with unique flavours, such as the…
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…
Sweet biscuits, snack bars, and fruit snacks in Estonia is registering growth in both value and volume terms in 2024 due to their ongoing popularity in the county. Products in this category serve not only as a sweet accompaniment to tea at home, but…
In 2023, multi-purpose cleaners remained the largest segment in surface care and also registered the highest volume growth. With inflation still being high, consumers were price sensitive and appreciated the convenience and perceived value for money…
In 2023, sun care in Estonia recorded strong retail value and volume sales, with positive retail volume sales in all product areas. Sun protection recorded the strongest retail volume growth, boosted by the warm weather in the country. In…
Pastilles, gummies, jellies, and chews is experiencing significant growth in both volume and value terms in sugar confectionery in Estonia in 2024 due to their widespread popularity amongst both adults and children. As the trend towards healthier…
In 2023, demand for staple foods has recovered slightly after several years of decline. Retail volume sales was under pressure for much of the review period, due to surging production costs and rising inflation, which forced prices up. Although…
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…
In 2023, albeit from a relatively low base, sports drinks in Estonia experienced healthy growth in retail volume terms and fast growth in retail current value terms. The development and growth of the category was primarily driven by the increasing…
In 2023, spirits in Estonia experienced a calmer year compared to previous ones. After the fluctuations during the pandemic, sales of spirits demonstrated a more stagnant performance. The product area took a breather, stabilising after the volatility…
Energy drinks, led by the reduced sugar format, posted double-digit off-trade volume growth in 2023, while most other categories saw moderates increases. The exceptions were RTD tea and juice, which registered small decreases in retail volume sales…
Snacks in Estonia is experiencing healthy growth in both volume and value terms in 2024, with sales being supported by the rising demand for healthy snack options. As consumers in the country become more health conscious, there has been a significant…
Smokeless tobacco, e-vapour products and heated tobacco in Estonia performed well in retail volume sales terms in 2023. E-vapour products and heated tobacco are emerging as the major competitors to regular combustible cigarettes. These product types…
Skin care products showcased a strong performance in 2023 in Estonia, with double-digit retail value growth and positive retail volume in areas such as anti-agers, lip care and facial cleansing wipes. Despite some level of economic uncertainty,…
Nuts, seeds, and trail mixes is recording the fastest volume growth in savoury snacks in Estonia in 2024. The surge in demand for such products is attributable to their widespread popularity as they are affordable and delicious beer snacks. In…
Soy sauces recorded the fastest growth in both volume and value terms in 2023 thanks to the rising popularity of Japanese cuisine and Estonians cooking Asian dishes at home with soy sauce. In addition, soy sauces are increasingly being used to…
In 2023, the demand for Rx/reimbursement adult incontinence witnessed continued growth in Estonia, with both value and volume experiencing an upward trajectory. This growth trend persisted despite the ongoing challenges associated with limited…
RTDs in Estonia is the second largest in the Baltic states after Latvia, with Lithuania showing a different consumption pattern. Sales grew in 2023 as RTDs became a popular choice for consumers seeking a fizzy, low-alcohol alternative to beer or…
Reduced sugar still RTD tea continued to post the fastest off-trade volume and current value growth in 2023. This trend mirrored the changes in consumer preferences, as more individuals looked for healthier beverages as part of wider healthier…
RTD coffee is regarded as offering a convenient alternative to energy drinks for consumers who tend to perceive coffee as a healthier option. The convenience trend in Estonia is leading to a growing number of busy local consumers looking for…
Chilled pasta is the fastest growing category in 2023, in volume and value terms. Consumers are drawn by the favourable ratio of price and cooking time, as chilled pasta only needs to be heated for a few minutes. This pasta option is popular among…
In 2023, retail sales of retail tissue in Estonia recorded solid growth, both in value and volume terms. Boxed facial tissues experienced remarkable volume growth in 2023, driven by heightened consumer awareness and evolving lifestyle trends. The…
Retail in Estonia saw total current value sales grow at a double-digit rate for a second consecutive year in 2022. However, growth was only marginally faster than in 2021 despite steep increases in unit prices for all kinds of goods amidst a surge in…
Growth in total e-commerce current value sales in 2022 was down markedly on 2021, and also much lower than the CAGR for the entire review period. This was partly explained by the normalisation of trade, in that after having received a significant…
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…
Chilled processed poultry is witnessing robust volume growth in 2023 due to changing consumer behaviour as inflation remains high. As household budgets are squeezed, Estonians are actively seeking out chilled processed poultry as it is a cheaper…
Shelf stable fruit and vegetables is enjoying strong growth volume growth in 2023, as Estonians spend less time canning fruit and vegetables at home. Shelf stable tomatoes is witnessing the highest demand, since these are more frequently used in…
In 2023, the premium beauty and personal care landscape in Estonia showcased strong growth, with retail value growth above mass beauty and personal care products. As consumers become increasingly educated about the ingredients in skin care, premium…
Overall, polishes registered marginal volume growth in 2023, as well as a fall in constant value sales, as continuing rising costs hit profit margins. Furniture polish was the strongest performer in terms of value and volume growth, with metal polish…
While sales are still relatively low, there is an appetite for plant-based dairy and it is expected to register very healthy current value and volume growth in 2023. Value sales are largely driven by younger consumers, who consider plant-based…
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…
Sales of the paediatric consumer health products are seeing solid value growth in 2023, with positive volume growth in most areas, especially paediatric cough, cold and allergy remedies, which are benefiting colds and flus spreading again now that…
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…
Other dairy continues to be a sizeable product area, largely supported by the popularity of cream and fromage frais and quark. In 2023, it is expected to register minimal constant value growth and moderate volume growth. In 2023, chilled desserts is…
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…
Despite steep price hikes resulting from the dramatic and prolonged spike in inflation, overall current value sales growth for non-grocery retailers in Estonia in 2022 was only slightly stronger than that recorded in 2021. Demand in all channels was…
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…
In 2023, retail sales of menstrual care products in Estonia recorded double-digit growth, though this strong value increase was largely driven by price increases as inflationary pressures continued to be felt in the country. Slim/thin/ultra-thin…
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,…
Chilled ready meals demonstrated the highest volume and value growth in 2023. These products became popular in Estonia following the lifting of pandemic quarantine restrictions and the return to work, with consumers opting for chilled ready meals as…
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…