Estonia

As fears surrounding the Coronavirus (COVID-19) pandemic eased and consumers started to spend less time at home, house cleaning routines were often less frequent or rigorous from 2021. As a result, overall retail volume growth continued to slow in…

Laundry care derived some benefit from the Coronavirus (COVID-19) pandemic in 2020. Many consumers had to self-isolate, while those who were able to work from home rather than commute to their places of work. More time spent at home and a strong…

Spray/aerosol insecticides remained by far the leading format in home insecticides in Estonia at the end of the review period. Within home insecticides, the spray/aerosol format is perceived to be the most convenient option to use to repel or kill…

In 2022, wipes registered both a healthy increase in value sales, also a moderate increase in volume sales. This was in spite of high inflation, mainly caused by an energy crisis, stemming from the war in nearby Ukraine. Cosmetic wipes were the best…

Changing trends and a perceived need for polishes over the review period were exacerbated by higher price-sensitivity from the onset of the Coronavirus (COVID-19) pandemic. As consumers prioritised essential and lower-priced brands or private label…

During 2020, consumers were forced to spend more time at home in light of the Coronavirus (COVID-19) pandemic. In addition to lockdown and general home seclusion, more people had to work and study from home. This increased awareness of the home…

In 2022, though there was a double-digit growth in current value sales of sanitary protection, volume growth was minimal. The war in nearby Ukraine had a significant impact, with the resultant energy crisis leading to soaring inflation and dampening…

Fears around Coronavirus (COVID-19) led to considerably higher standards of cleaning in 2020 as people who endured home seclusion took stringent measures to avoid virus transmission. As a result, bleach retail volume sales witnessed a notable…

In 2022, though there was a double-digit growth in current value sales of sanitary protection, volume growth was minimal. The war in nearby Ukraine had a significant impact, with the resultant energy crisis leading to soaring inflation and dampening…

Toilet liquids/foam continued to dominate retail volume and value sales in toilet care in 2022. In terms of killing bacteria and ensuring hygiene, this format is considered to be the most effective. Moreover, there is a wide price range from which to…

Most home care categories derived some benefit from the Coronavirus (COVID-19) pandemic in 2020, seeing a return to retail volume growth or higher increments than in 2019. Lockdown and home seclusion measures led to remote working, distance learning…

In 2022, automatic dishwashing liquids registered the fastest retail volume and current value growth, largely because new liquid products are multifunctional and include not only the active element, but salt and water softener, too. More consumers…

In 2022, though there was a double-digit growth in current value sales of nappies/diapers/pants, volume growth fell for all products, except for disposable pants. The war in nearby Ukraine had a significant impact, with the resultant energy crisis…

In 2022, though there was double-digit growth in current value sales of tissue and hygiene, volume growth was minimal. The war in nearby Ukraine had a significant impact, with the resultant energy crisis leading to soaring inflation and dampening…

In 2022, retail adult incontinence registered both a healthy increase in value and volume sales. There is growing awareness of adult incontinence and increased availability through retail channels. In addition, the elderly population is growing and…

Functional bottled water showed the fastest volume growth in 2022, albeit from a low base, as Estonians are increasingly interested in water with added value and health benefits, which aligns with the growing health and wellness trend in the country,…

Hot drinks increased in both volume and value terms in Estonia in 2022, with increased demand for healthier options due to the rising health and wellness trend in the country, which gained momentum during the COVID-19 pandemic. Consumers are paying…

Despite growing unit prices associated with honey, this sweet spread is showing the fastest volume growth in 2022. This is primarily because of its natural status and its health properties since it is considered a viral prophylactic by Estonians.…

Following high levels of growth in 2020, when consumers stockpiled analgesics during the COVID-19 pandemic, in 2022, sales of analgesics are set to return to its pre-pandemic performance. This is due to seasonal colds and flu being to circulate once…

In 2021, the retail volume growth rate for savoury snacks is expected to drop slightly but to remain positive. This is due to the fact that retail volume growth spiked in 2020 as consumers spent more time at home and were more likely to consume…