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Consumer Health in Estonia

Publisher Euromonitor International
Published Sep 23, 2025
Length 84 Pages
SKU # EP20439490

Description

Value sales of consumer health in Estonia rose in 2025, driven by a busy respiratory illness season, premiumisation, and improved product availability. Gut health became a halo across categories, with probiotics and synbiotics linking digestion to immunity, mood, sleep, and even skin health, while “beauty-from-within” gained traction. Sports nutrition continued its move into the mainstream via protein RTDs and everyday energy formats, while the rise of weight loss drugs dampened classic OTC appe...

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 2020-2024, allowing you to identify the sectors driving growth. Forecasts to 2029 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.

Table of Contents

84 Pages
Consumer Health in Estonia
Euromonitor International
September 2025
List Of Contents And Tables
CONSUMER HEALTH IN ESTONIA
EXECUTIVE SUMMARY
Consumer Health in 2025: The big picture
Key trends in 2025
Competitive landscape
Channel developments
What next for consumer health?
MARKET INDICATORS
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2020-2025
Table 2 Life Expectancy at Birth 2020-2025
MARKET DATA
Table 3 Sales of Consumer Health by Category: Value 2020-2025
Table 4 Sales of Consumer Health by Category: % Value Growth 2020-2025
Table 5 NBO Company Shares of Consumer Health: % Value 2021-2025
Table 6 LBN Brand Shares of Consumer Health: % Value 2022-2025
Table 7 Penetration of Private Label by Category: % Value 2020-2025
Table 8 Distribution of Consumer Health by Format: % Value 2020-2025
Table 9 Distribution of Consumer Health by Format and Category: % Value 2025
Table 10 Forecast Sales of Consumer Health by Category: Value 2025-2030
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2025-2030
APPENDIX
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
DISCLAIMER
DEFINITIONS
SOURCES
Summary 1 Research Sources
ANALGESICS IN ESTONIA
KEY DATA FINDINGS
2025 DEVELOPMENTS
Growth driven by a surge in low-dose, slow-release formulations for healthy ageing and cardiovascular wellness
Trend two
Professional advice and loyalty programmes ensure pharmacies maintain their dominance
PROSPECTS AND OPPORTUNITIES
Steady expansion, with pharmacies remaining dominant
Innovative times ahead
e-Prescription system ensures safer chronic pain management
CATEGORY DATA
Table 12 Sales of Analgesics by Category: Value 2020-2025
Table 13 Sales of Analgesics by Category: % Value Growth 2020-2025
Table 14 NBO Company Shares of Analgesics: % Value 2021-2025
Table 15 LBN Brand Shares of Analgesics: % Value 2022-2025
Table 16 Forecast Sales of Analgesics by Category: Value 2025-2030
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2025-2030
COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES IN ESTONIA
KEY DATA FINDINGS
2025 DEVELOPMENTS
Uptick in paediatric respiratory illnesses drives growth in 2025
McNeil leads with its dual-action Sudafed brand
Pharmacies benefit from many higher-value SKUs being pharmacy-only
PROSPECTS AND OPPORTUNITIES
Late-peaking 2024-25 respiratory illness season ensures stong start to the forecast period
Online pharmacies offer real-time stock visibility, price comparison, and delivery to rural areas
Market increasingly digital, regulation-driven, and aligned with sustainable packaging practices
CATEGORY DATA
Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2020-2025
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2020-2025
Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2021-2025
Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2022-2025
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2025-2030
Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2025-2030
DIGESTIVE REMEDIES IN ESTONIA
KEY DATA FINDINGS
2025 DEVELOPMENTS
Reflux sufferers shift from withdrawn H2 blockers to PPIs and antacids
STADA leads, offering a broad portfolio of products
E-commerce growth supported by click and collect, home delivery, and ability to compare prices
PROSPECTS AND OPPORTUNITIES
Shift from H2 blockers to PPIs and an ageing population drive furture growth
Convenience of digital prescription system and advanced e-health infrastructure
Two EU-level frameworks play a key role in shaping the future
CATEGORY DATA
Table 24 Sales of Digestive Remedies by Category: Value 2020-2025
Table 25 Sales of Digestive Remedies by Category: % Value Growth 2020-2025
Table 26 NBO Company Shares of Digestive Remedies: % Value 2021-2025
Table 27 LBN Brand Shares of Digestive Remedies: % Value 2022-2025
Table 28 Forecast Sales of Digestive Remedies by Category: Value 2025-2030
Table 29 Forecast Sales of Digestive Remedies by Category: % Value Growth 2025-2030
DERMATOLOGICALS IN ESTONIA
KEY DATA FINDINGS
2025 DEVELOPMENTS
Long outdoor season supports dynamic growth of topical allergy remedies/antihistamines in 2025
GSK leads with its broad portfolio and strong distribution
Estonians seek pharmacist advice for intimate or condition-specific products
PROSPECTS AND OPPORTUNITIES
Entrenched hygiene habits, an ageing population and sedentary lifestyles support growth
Digital health transforming purchases and treatment
Opportunity for brands that combine credible clinical benefits, eco-conscious packaging, and digital guidance
CATEGORY DATA
Table 30 Sales of Dermatologicals by Category: Value 2020-2025
Table 31 Sales of Dermatologicals by Category: % Value Growth 2020-2025
Table 32 NBO Company Shares of Dermatologicals: % Value 2021-2025
Table 33 LBN Brand Shares of Dermatologicals: % Value 2022-2025
Table 34 Forecast Sales of Dermatologicals by Category: Value 2025-2030
Table 35 Forecast Sales of Dermatologicals by Category: % Value Growth 2025-2030
WOUND CARE IN ESTONIA
KEY DATA FINDINGS
2025 DEVELOPMENTS
Estonia’s ageing population, diabetes-prevention messaging and the popularity of hiking/running keep baseline demand resilient
Johnson & Johnson leads, enjoying the widest distribution and visibility
Pharmacies benefit from offering advice and a broad range of products
PROSPECTS AND OPPORTUNITIES
More specialised options set to benfit gauze, tape and other wound care
Pharmacies expand their omnichannel capabilities
Smaller importers may reduce their SKU count, giving an edge to larger players
CATEGORY DATA
Table 36 Sales of Wound Care by Category: Value 2020-2025
Table 37 Sales of Wound Care by Category: % Value Growth 2020-2025
Table 38 NBO Company Shares of Wound Care: % Value 2021-2025
Table 39 LBN Brand Shares of Wound Care: % Value 2022-2025
Table 40 Forecast Sales of Wound Care by Category: Value 2025-2030
Table 41 Forecast Sales of Wound Care by Category: % Value Growth 2025-2030
VITAMINS IN ESTONIA
KEY DATA FINDINGS
2025 DEVELOPMENTS
Consumers are prioritising targeted health benefits
Repforce OÜ retains leadership in a competitive environment
Pharmacists lead, offering a broad product range and health advice
PROSPECTS AND OPPORTUNITIES
Private label options and value packs will play a key role
Growth increasingly driven by high-bioavailability and user-friendly formats
Sustainability and transparency becoming key factors for premium brands
CATEGORY DATA
Table 42 Sales of Vitamins by Category: Value 2020-2025
Table 43 Sales of Vitamins by Category: % Value Growth 2020-2025
Table 44 Sales of Multivitamins by Positioning: % Value 2020-2025
Table 45 NBO Company Shares of Vitamins: % Value 2021-2025
Table 46 LBN Brand Shares of Vitamins: % Value 2022-2025
Table 47 Forecast Sales of Vitamins by Category: Value 2025-2030
Table 48 Forecast Sales of Vitamins by Category: % Value Growth 2025-2030
DIETARY SUPPLEMENTS IN ESTONIA
KEY DATA FINDINGS
2025 DEVELOPMENTS
Well-documented health benefits boost sales of fish oils/omega fatty acids
Allium UPI OÜ benefits from expanded distribution
Pharmacy offer advice, loyalty schemes and private label, helping them defend share
PROSPECTS AND OPPORTUNITIES
Growth supported by an ageing population and holistic wellness trend
Both retailers and manufacturers are accelerating digital tools
Preventive self-care to remain a demand driver
CATEGORY DATA
Table 49 Sales of Dietary Supplements by Category: Value 2020-2025
Table 50 Sales of Dietary Supplements by Category: % Value Growth 2020-2025
Table 51 Sales of Dietary Supplements by Positioning: % Value 2020-2025
Table 52 NBO Company Shares of Dietary Supplements: % Value 2021-2025
Table 53 LBN Brand Shares of Dietary Supplements: % Value 2022-2025
Table 54 Forecast Sales of Dietary Supplements by Category: Value 2025-2030
Table 55 Forecast Sales of Dietary Supplements by Category: % Value Growth 2025-2030
WEIGHT MANAGEMENT AND WELLBEING IN ESTONIA
KEY DATA FINDINGS
2025 DEVELOPMENTS
Estonians look for convenient, structured ways to manage weight
Leading Herbalife offers a broad meal replacement portfolio
Direct selling proves inflation-resistant
PROSPECTS AND OPPORTUNITIES
Further growth driven by sedentary lifestyles, hybrid work and a widening product choice
Category becoming increasingly data-led
Raising the credibility bar
CATEGORY DATA
Table 56 Sales of Weight Management and Wellbeing by Category: Value 2020-2025
Table 57 Sales of Weight Management and Wellbeing by Category: % Value Growth 2020-2025
Table 58 NBO Company Shares of Weight Management and Wellbeing: % Value 2021-2025
Table 59 LBN Brand Shares of Weight Management and Wellbeing: % Value 2022-2025
Table 60 Forecast Sales of Weight Management and Wellbeing by Category: Value 2025-2030
Table 61 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2025-2030
SPORTS NUTRITION IN ESTONIA
KEY DATA FINDINGS
2025 DEVELOPMENTS
Retailers and international brands widen assortments and improve on-shelf availability, driving growth in 2025
Optimum Nutrition Inc benefits from widespread availability, innovation and promotional activity
E-commerce gains ground, offering choice and convenience
PROSPECTS AND OPPORTUNITIES
Category mainstreaming and innovation support further growth
Sports nutrition becoming a technology-enabled FMCG
Brands that combine compliance, credible quality assurance and packaging progress set to succeed
CATEGORY DATA
Table 62 Sales of Sports Nutrition by Category: Value 2020-2025
Table 63 Sales of Sports Nutrition by Category: % Value Growth 2020-2025
Table 64 NBO Company Shares of Sports Nutrition: % Value 2021-2025
Table 65 LBN Brand Shares of Sports Nutrition: % Value 2022-2025
Table 66 Forecast Sales of Sports Nutrition by Category: Value 2025-2030
Table 67 Forecast Sales of Sports Nutrition by Category: % Value Growth 2025-2030
HERBAL/TRADITIONAL PRODUCTS IN ESTONIA
KEY DATA FINDINGS
2025 DEVELOPMENTS
Continued preference for gentler, plant-based options for common ailments
Bionorica SE benefits from pharmacists’ recommendations
E-commerce growth propelled by stong promotions and convenience
PROSPECTS AND OPPORTUNITIES
“Natural-first” self-care minset ensures further growth
Expanding role of e-commerce
Influence of wellness, compliance and sustainability trends
CATEGORY DATA
Table 68 Sales of Herbal/Traditional Products: Value 2020-2025
Table 69 Sales of Herbal/Traditional Products: % Value Growth 2020-2025
Table 70 NBO Company Shares of Herbal/Traditional Products: % Value 2021-2025
Table 71 LBN Brand Shares of Herbal/Traditional Products: % Value 2022-2025
Table 72 Forecast Sales of Herbal/Traditional Products: Value 2025-2030
Table 73 Forecast Sales of Herbal/Traditional Products: % Value Growth 2025-2030
PAEDIATRIC CONSUMER HEALTH IN ESTONIA
KEY DATA FINDINGS
2025 DEVELOPMENTS
Heavier respiratory illness season and return to routine mixing in schools and day-care settings drive growth in 2025
Reckitt Benckiser leads with its stalwart Nurofen for Children brand
Parents look for pharmacist guidance on age-appropriate dosing, product selection and safe combinations
PROSPECTS AND OPPORTUNITIES
Paediatric consumer health to continue its upward trajectory
Estonia’s digital backbone gives the category an edge
Demand for clean label lines and sustainability will shape the market
CATEGORY DATA
Table 74 Sales of Paediatric Consumer Health by Category: Value 2020-2025
Table 75 Sales of Paediatric Consumer Health by Category: % Value Growth 2020-2025
Table 76 Forecast Sales of Paediatric Consumer Health by Category: Value 2025-2030
Table 77 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2025-2030

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