Consumer Health in Estonia

Consumer Health in Estonia

With growth seeing high levels during the outbreak of COVID-19 in 2020, in 2021, consumer health in Estonia stagnated. Into 2022, current retail value sales are set to recover, with the landscape recording double-digit value growth, driven by paediatric consumer health, allergy care and OTC products. Much of this growth can be attributed to the spread of viral illnesses. For example, with children back at school following the reverse of COVID-19 restrictions, paediatric consumer health products...

Euromonitor International's Consumer Health in Estonia report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2017-2021, allowing you to identify the sectors driving growth. Forecasts to 2026 illustrate how the market is set to change.

Product coverage: Allergy Care, Herbal/Traditional Products, OTC, Paediatric Consumer Health, Sports Nutrition, Vitamins and Dietary Supplements, Weight Management and Wellbeing.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Consumer Health market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.


Consumer Health in Estonia
Euromonitor International
November 2022
List Of Contents And Tables
CONSUMER HEALTH IN ESTONIA
EXECUTIVE SUMMARY
Consumer health in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for consumer health?
MARKET INDICATORS
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2017-2022
Table 2 Life Expectancy at Birth 2017-2022
MARKET DATA
Table 3 Sales of Consumer Health by Category: Value 2017-2022
Table 4 Sales of Consumer Health by Category: % Value Growth 2017-2022
Table 5 NBO Company Shares of Consumer Health: % Value 2018-2022
Table 6 LBN Brand Shares of Consumer Health: % Value 2019-2022
Table 7 Penetration of Private Label by Category: % Value 2017-2022
Table 8 Distribution of Consumer Health by Format: % Value 2017-2022
Table 9 Distribution of Consumer Health by Format and Category: % Value 2022
Table 10 Forecast Sales of Consumer Health by Category: Value 2022-2027
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2022-2027
APPENDIX
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
Summary 1 OTC: Switches 2020-2021
DISCLAIMER
DEFINITIONS
SOURCES
Summary 2 Research Sources
ANALGESICS IN ESTONIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Consumption returns to higher levels as cold and flu spreads through Estonia
Acetaminophen-based combination products outperform ibuprofen versions
Nycomed SEFA leads, holding large shares in ibuprofen and acetaminophen
PROSPECTS AND OPPORTUNITIES
Consumer favourites will continue to lead across the coming years
Innovations shape the landscape of analgesic across the forecast period
Low birth rates challenge sales of paediatric analgesics
CATEGORY DATA
Table 12 Sales of Analgesics by Category: Value 2017-2022
Table 13 Sales of Analgesics by Category: % Value Growth 2017-2022
Table 14 NBO Company Shares of Analgesics: % Value 2018-2022
Table 15 LBN Brand Shares of Analgesics: % Value 2019-2022
Table 16 Forecast Sales of Analgesics by Category: Value 2022-2027
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2022-2027
COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES IN ESTONIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Socialising leads to an increase in colds and flus, boosting current value sales
Cough remedies and combination products appreciated for fast results
International players with trusted brands maintain their dominance
PROSPECTS AND OPPORTUNITIES
Long winters aid current retail value sales growth across the forecast period
Paediatric cough/cold remedies benefit from increasing purchasing power
Rising competition from products that offer natural ingredients
CATEGORY DATA
Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2017-2022
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2017-2022
Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2018-2022
Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2019-2022
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2022-2027
Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2022-2027
DIGESTIVE REMEDIES IN ESTONIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Current retail value sales are buoyant, however, growth is from a low base
Brands suitable for both adults and children remain popular in Estonia
Duphalac benefits from being effective and convenient in 2022
PROSPECTS AND OPPORTUNITIES
Slower sales due to consumers’ increasingly healthier lifestyles
Solutions for children are a must to drive current value sales forward
The increasing self-medication trend and convenient formats drive sales
CATEGORY DATA
Table 24 Sales of Digestive Remedies by Category: Value 2017-2022
Table 25 Sales of Digestive Remedies by Category: % Value Growth 2017-2022
Table 26 NBO Company Shares of Digestive Remedies: % Value 2018-2022
Table 27 LBN Brand Shares of Digestive Remedies: % Value 2019-2022
Table 28 Forecast Sales of Digestive Remedies by Category: Value 2022-2027
Table 29 Forecast Sales of Digestive Remedies by Category: % Value Growth 2022-2027
DERMATOLOGICALS IN ESTONIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Moderate growth links to limited consumption opportunities
Current retail value and volume sales rise due to the success of Placenta Vitae
GSK Consumer Healthcare leads with its well-known and widely available brands
PROSPECTS AND OPPORTUNITIES
Stagnation as consumers are increasingly educated about health
Self-medication prevails as the e-commerce channel grows
The fear of hair loss is set to drive current value sales across the forecast period
CATEGORY DATA
Table 30 Sales of Dermatologicals by Category: Value 2017-2022
Table 31 Sales of Dermatologicals by Category: % Value Growth 2017-2022
Table 32 NBO Company Shares of Dermatologicals: % Value 2018-2022
Table 33 LBN Brand Shares of Dermatologicals: % Value 2019-2022
Table 34 Forecast Sales of Dermatologicals by Category: Value 2022-2027
Table 35 Forecast Sales of Dermatologicals by Category: % Value Growth 2022-2027
WOUND CARE IN ESTONIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Growth is driven by gauze, tape and other wound care as consumers return to being active
Sticking plasters/adhesive bandages benefits from being a common household item
Leading brands face high levels of competition from private label offerings
PROSPECTS AND OPPORTUNITIES
Innovation is key to driving growth across the forecast period
Private label leads when it comes to standard plasters
Limited growth for first aid kits as multiple purchases are unnecessary
CATEGORY DATA
Table 36 Sales of Wound Care by Category: Value 2017-2022
Table 37 Sales of Wound Care by Category: % Value Growth 2017-2022
Table 38 NBO Company Shares of Wound Care: % Value 2018-2022
Table 39 LBN Brand Shares of Wound Care: % Value 2019-2022
Table 40 Forecast Sales of Wound Care by Category: Value 2022-2027
Table 41 Forecast Sales of Wound Care by Category: % Value Growth 2022-2027
VITAMINS IN ESTONIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Retail volume sales fall compared to the uplift seen during COVID-19
Vitamin C drives current retail volume and value sales, offering well-known benefits
Repforce OÜ retains its lead ahead of GSK Consumer Healthcare
PROSPECTS AND OPPORTUNITIES
Moderate growth across the forecast period, driven by Vitamin B and C
Sales of single vitamins’ supported by doctors’ recommendations
Price-based promotions as competition rises over the forecast period
CATEGORY DATA
Table 42 Sales of Vitamins by Category: Value 2017-2022
Table 43 Sales of Vitamins by Category: % Value Growth 2017-2022
Table 44 Sales of Multivitamins by Positioning: % Value 2017-2022
Table 45 NBO Company Shares of Vitamins: % Value 2018-2022
Table 46 LBN Brand Shares of Vitamins: % Value 2019-2022
Table 47 Forecast Sales of Vitamins by Category: Value 2022-2027
Table 48 Forecast Sales of Vitamins by Category: % Value Growth 2022-2027
DIETARY SUPPLEMENTS IN ESTONIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Solid growth supported by rising knowledge of product benefits
Consumers select garlic as a natural immunity booster, while probiotic supplements soar
Biocodex SAS leads, while Orkla Health takes second place in 2022
PROSPECTS AND OPPORTUNITIES
Growth is challenged by consumer scepticism surrounding the benefits of supplements
Innovation is key to boosting sales across the forecast period
Ongoing fragmentation as private label becomes more popular
CATEGORY DATA
Table 49 Sales of Dietary Supplements by Category: Value 2017-2022
Table 50 Sales of Dietary Supplements by Category: % Value Growth 2017-2022
Table 51 Sales of Dietary Supplements by Positioning: % Value 2017-2022
Table 52 NBO Company Shares of Dietary Supplements: % Value 2018-2022
Table 53 LBN Brand Shares of Dietary Supplements: % Value 2019-2022
Table 54 Forecast Sales of Dietary Supplements by Category: Value 2022-2027
Table 55 Forecast Sales of Dietary Supplements by Category: % Value Growth 2022-2027
WEIGHT MANAGEMENT AND WELLBEING IN ESTONIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Consumers preference exercise and healthy diets over weight loss products
Growing availability aid sales of meal replacement products
Herbalife Nutrition retains its lead, benefiting from a loyal consumer base
PROSPECTS AND OPPORTUNITIES
Weight management and wellbeing to remain niche across the forecast period
Convenient formats to boost sales, however, competition remains fierce
Players focus on advertising to cut through the growing competition
CATEGORY DATA
Table 56 Sales of Weight Management and Wellbeing by Category: Value 2017-2022
Table 57 Sales of Weight Management and Wellbeing by Category: % Value Growth 2017-2022
Table 58 NBO Company Shares of Weight Management and Wellbeing: % Value 2018-2022
Table 59 LBN Brand Shares of Weight Management and Wellbeing: % Value 2019-2022
Table 60 Forecast Sales of Weight Management and Wellbeing by Category: Value 2022-2027
Table 61 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2022-2027
SPORTS NUTRITION IN ESTONIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Gradual growth as the perception of sports nutrition changes
Sports protein products perform well as the consumer base expands
Baltic Nutrition Partners retains its lead of a fragmented landscape
PROSPECTS AND OPPORTUNITIES
Growth is driven by positive lifestyle changes and the healthy living trend
Sports non-protein products benefit from offering a wide range
Deeper fragmentation as new players launch offerings through e-commerce
CATEGORY DATA
Table 62 Sales of Sports Nutrition by Category: Value 2017-2022
Table 63 Sales of Sports Nutrition by Category: % Value Growth 2017-2022
Table 64 NBO Company Shares of Sports Nutrition: % Value 2018-2022
Table 65 LBN Brand Shares of Sports Nutrition: % Value 2019-2022
Table 66 Forecast Sales of Sports Nutrition by Category: Value 2022-2027
Table 67 Forecast Sales of Sports Nutrition by Category: % Value Growth 2022-2027
HERBAL/TRADITIONAL PRODUCTS IN ESTONIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Consumers grow increasingly willing to try herbal/traditional products
The harsh climate of Estonia supports sales of herbal/traditional cough and cold products
Products benefit from reaching consumers through diverse distribution
PROSPECTS AND OPPORTUNITIES
Limited growth potential, with the health and wellness trend only slightly boosting growth
Focusing more on effectiveness may drive further volume sales for players
Players install an omnichannel approach to boost awareness and sales
CATEGORY DATA
Table 68 Sales of Herbal/Traditional Products: Value 2017-2022
Table 69 Sales of Herbal/Traditional Products: % Value Growth 2017-2022
Table 70 NBO Company Shares of Herbal/Traditional Products: % Value 2018-2022
Table 71 LBN Brand Shares of Herbal/Traditional Products: % Value 2019-2022
Table 72 Forecast Sales of Herbal/Traditional Products: Value 2022-2027
Table 73 Forecast Sales of Herbal/Traditional Products: % Value Growth 2022-2027
PAEDIATRIC CONSUMER HEALTH IN ESTONIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Lifting COVID-19 restrictions aids sales as children socialise
Cough and colds boost sales of paediatric ibuprofen
Nappy (diaper) rash treatment benefits from wider availability
PROSPECTS AND OPPORTUNITIES
Recognised, established players remain parents' firm favourites
Low birth rates impact growth potential for the forecast period
Chemists/pharmacies to maintain its leading position, while e-commerce grows
CATEGORY DATA
Table 74 Sales of Paediatric Consumer Health by Category: Value 2017-2022
Table 75 Sales of Paediatric Consumer Health by Category: % Value Growth 2017-2022
Table 76 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2017-2022
Table 77 Forecast Sales of Paediatric Consumer Health by Category: Value 2022-2027
Table 78 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2022-2027

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