
Estonia Beauty and Personal Care
Description
Estonia Beauty and Personal Care
In 2023, the beauty and personal care landscape in Estonia recorded positive retail value growth, somewhat driven by increased price points. However, inflation was not as high as in 2022, which led retail volume growth in areas such as skin care, colour cosmetics, and baby and child-specific products.
Euromonitor International's Beauty and Personal Care 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 2019-2023, allowing you to identify the sectors driving growth. Forecasts to 2028 illustrate how the market is set to change.
Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
* Get a detailed picture of the Beauty and Personal Care 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
104 Pages
- Beauty and Personal Care in Estonia
- Euromonitor International
- April 2024
- List Of Contents And Tables
- BEAUTY AND PERSONAL CARE IN ESTONIA
- EXECUTIVE SUMMARY
- Beauty and personal care in 2023: The big picture
- 2023 key trends
- Competitive landscape
- Retailing developments
- What next for beauty and personal care?
- MARKET DATA
- Table 1 Sales of Beauty and Personal Care by Category: Value 2018-2023
- Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023
- Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2019-2023
- Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2019-2023
- Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2020-2023
- Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2018-2023
- Table 7 Distribution of Beauty and Personal Care by Format: % Value 2018-2023
- Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2023
- Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2023-2028
- Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2023-2028
- DISCLAIMER
- SOURCES
- Summary 1 Research Sources
- MASS BEAUTY AND PERSONAL CARE IN ESTONIA
- KEY DATA FINDINGS
- 2023 DEVELOPMENTS
- Mass products retain high levels of retail value sales as consumers appreciate affordable goods
- Major global manufacturers offer good-quality, affordable mass items
- International players lead with well-recognised and widely available brands
- PROSPECTS AND OPPORTUNITIES
- Mass products will continue to retain the lead as daily essentials drive sales
- Bath and shower continues to be dominated by mass products
- Local presence will remain low as global giants continue to lead
- CATEGORY DATA
- Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
- Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023
- Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2019-2023
- Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2020-2023
- Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2023-2028
- Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2023-2028
- PREMIUM BEAUTY AND PERSONAL CARE IN ESTONIA
- KEY DATA FINDINGS
- 2023 DEVELOPMENTS
- Solid growth driven by premium skin care as consumers invest in facial products
- International players lead premium offerings, while small local players go niche
- E-commerce plays an increasing role in growing the share of premium goods
- PROSPECTS AND OPPORTUNITIES
- Stronger growth than mass goods, driven by raising disposable incomes
- Premium offerings in deodorants drives growth in the pharmacy channel
- Consumers are willing to play higher prices for premium facial care
- CATEGORY DATA
- Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
- Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023
- Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2019-2023
- Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2020-2023
- Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2023-2028
- Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2023-2028
- BABY AND CHILD-SPECIFIC PRODUCTS IN ESTONIA
- KEY DATA FINDINGS
- 2023 DEVELOPMENTS
- Positive retail volume growth despite ongoing price inflation
- Sun care is in demand as socialising and travel increases following COVID-19
- Procter & Gamble retains the lead with well-established brand Pampers
- PROSPECTS AND OPPORTUNITIES
- While low birth rates challenge the landscape, purchasing power is set to recover
- Skin care to remain a key growth driver, with innovation shaping the landscape
- Private label could increase its foothold as pharmacies are also set to gain share
- CATEGORY DATA
- Table 23 Sales of Baby and Child-specific Products by Category: Value 2018-2023
- Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
- Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023
- Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2019-2023
- Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2020-2023
- Table 28 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2020-2023
- Table 29 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2020-2023
- Table 30 Forecast Sales of Baby and Child-specific Products by Category: Value 2023-2028
- Table 31 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2023-2028
- Table 32 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2023-2028
- BATH AND SHOWER IN ESTONIA
- KEY DATA FINDINGS
- 2023 DEVELOPMENTS
- Solid growth driven by price increases and the return to ongoing socialising
- Intimate hygiene gains ground as awareness of product benefits rises
- Local products are popular; however, Colgate-Palmolive maintains its lead
- PROSPECTS AND OPPORTUNITIES
- The low appeal for premium goods challenges growth potential
- Solid growth potential for male-targeted bath and shower goods
- Convenient and eco-friendly products showcase growing demand
- CATEGORY DATA
- Table 33 Sales of Bath and Shower by Category: Value 2018-2023
- Table 34 Sales of Bath and Shower by Category: % Value Growth 2018-2023
- Table 35 Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023
- Table 36 NBO Company Shares of Bath and Shower: % Value 2019-2023
- Table 37 LBN Brand Shares of Bath and Shower: % Value 2020-2023
- Table 38 LBN Brand Shares of Premium Bath and Shower: % Value 2020-2023
- Table 39 Forecast Sales of Bath and Shower by Category: Value 2023-2028
- Table 40 Forecast Sales of Bath and Shower by Category: % Value Growth 2023-2028
- Table 41 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2023-2028
- COLOUR COSMETICS IN ESTONIA
- KEY DATA FINDINGS
- 2023 DEVELOPMENTS
- Positive growth despite rising prices as consumers continue to seek quality
- Simplicity and convenience are rising trends on the colour cosmetics landscape
- Global players maintain the lead as L'Oréal retains its top spot in Estonia
- PROSPECTS AND OPPORTUNITIES
- The natural trend gains ground, aiding sales of BB/CC creams
- Social media and innovative use of technology are changing the retail environment
- Mass brands continue to lead the landscape across the early forecast period
- CATEGORY DATA
- Table 42 Sales of Colour Cosmetics by Category: Value 2018-2023
- Table 43 Sales of Colour Cosmetics by Category: % Value Growth 2018-2023
- Table 44 Sales of Colour Cosmetics by Premium vs Mass: % Value 2018-2023
- Table 45 NBO Company Shares of Colour Cosmetics: % Value 2019-2023
- Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2020-2023
- Table 47 LBN Brand Shares of Premium Colour Cosmetics: % Value 2020-2023
- Table 48 Forecast Sales of Colour Cosmetics by Category: Value 2023-2028
- Table 49 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2023-2028
- Table 50 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2023-2028
- DEODORANTS IN ESTONIA
- KEY DATA FINDINGS
- 2023 DEVELOPMENTS
- Strong advertising campaigns and rising awareness drives retail value sales
- Roll-ons remain the most popular format, while sticks drive retail growth
- Old Spice focuses on strong advertising to drive growth in 2023
- PROSPECTS AND OPPORTUNITIES
- Deodorant sticks and creams drive growth, however levels remain low
- Rising demand for more sophisticated products as purchasing power recovers
- Products designed for men are set to gain ground in deodorants
- CATEGORY DATA
- Table 51 Sales of Deodorants by Category: Value 2018-2023
- Table 52 Sales of Deodorants by Category: % Value Growth 2018-2023
- Table 53 Sales of Deodorants by Premium vs Mass: % Value 2018-2023
- Table 54 NBO Company Shares of Deodorants: % Value 2019-2023
- Table 55 LBN Brand Shares of Deodorants: % Value 2020-2023
- Table 56 LBN Brand Shares of Premium Deodorants: % Value 2020-2023
- Table 57 Forecast Sales of Deodorants by Category: Value 2023-2028
- Table 58 Forecast Sales of Deodorants by Category: % Value Growth 2023-2028
- Table 59 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2023-2028
- DEPILATORIES IN ESTONIA
- KEY DATA FINDINGS
- 2023 DEVELOPMENTS
- The warm weather in 2023 leads depilatories to record a strong performance
- Pre-shave continues to record a retail volume decline as substitutes challenge growth
- Retailers look to increase competition on a landscape led by major players
- PROSPECTS AND OPPORTUNITIES
- Retail volume sales decline as maturity and laser hair removal are rising challenges
- Economy hair removal could perform well if retailers diversified portfolios
- Competition in razors to remain low, with Venus and Wilkinson continuing to dominate
- CATEGORY DATA
- Table 60 Sales of Depilatories by Category: Value 2018-2023
- Table 61 Sales of Depilatories by Category: % Value Growth 2018-2023
- Table 62 NBO Company Shares of Depilatories: % Value 2019-2023
- Table 63 LBN Brand Shares of Depilatories: % Value 2020-2023
- Table 64 Forecast Sales of Depilatories by Category: Value 2023-2028
- Table 65 Forecast Sales of Depilatories by Category: % Value Growth 2023-2028
- FRAGRANCES IN ESTONIA
- KEY DATA FINDINGS
- 2023 DEVELOPMENTS
- Growth for the premium landscape while mass fragrances struggle
- Fragmentation on the landscape, however, classic fragrances remain in demand
- Online prices and promotions attract consumers during 2023
- PROSPECTS AND OPPORTUNITIES
- Premium offerings continue to lead sales, as consumers appreciate affordable luxury
- Celebrity and fashion fragrances create opportunities for growth on the mass landscape
- Unisex fragrances appeal to younger consumers, including Generation Z
- CATEGORY DATA
- Table 66 Sales of Fragrances by Category: Value 2018-2023
- Table 67 Sales of Fragrances by Category: % Value Growth 2018-2023
- Table 68 NBO Company Shares of Fragrances: % Value 2019-2023
- Table 69 LBN Brand Shares of Fragrances: % Value 2020-2023
- Table 70 LBN Brand Shares of Premium Men's Fragrances: % Value 2020-2023
- Table 71 LBN Brand Shares of Premium Women's Fragrances: % Value 2020-2023
- Table 72 Forecast Sales of Fragrances by Category: Value 2023-2028
- Table 73 Forecast Sales of Fragrances by Category: % Value Growth 2023-2028
- HAIR CARE IN ESTONIA
- KEY DATA FINDINGS
- 2023 DEVELOPMENTS
- Professional hair care drives retail value and volume sales in 2023
- Multinationals continue to lead with widely available, well-known brands
- Limited presence of local brands on the hair care landscape
- PROSPECTS AND OPPORTUNITIES
- The recovery of purchasing power drives growth over the forecast period
- Global players lead, however, opportunity exists for private label
- Demand for professional products as consumers seek the salon experience at home
- CATEGORY DATA
- Table 74 Sales of Hair Care by Category: Value 2018-2023
- Table 75 Sales of Hair Care by Category: % Value Growth 2018-2023
- Table 76 Sales of Hair Care by Premium vs Mass: % Value 2018-2023
- Table 77 NBO Company Shares of Hair Care: % Value 2019-2023
- Table 78 LBN Brand Shares of Hair Care: % Value 2020-2023
- Table 79 NBO Company Shares of Salon Professional Hair Care: % Value 2019-2023
- Table 80 LBN Brand Shares of Salon Professional Hair Care: % Value 2020-2023
- Table 81 LBN Brand Shares of Premium Hair Care: % Value 2020-2023
- Table 82 Forecast Sales of Hair Care by Category: Value 2023-2028
- Table 83 Forecast Sales of Hair Care by Category: % Value Growth 2023-2028
- Table 84 Forecast Sales of Hair Care by Premium vs Mass: % Value 2023-2028
- MEN'S GROOMING IN ESTONIA
- KEY DATA FINDINGS
- 2023 DEVELOPMENTS
- Positive retail value and volume growth led by men's fragrances
- International players lead while Old Spice increases its advertising
- Premium fragrances outperform mass fragrances in 2023
- PROSPECTS AND OPPORTUNITIES
- Competition from unisex and family products challenges ongoing retail volume growth
- Shaving remains irregular as the strong trend for beards is rising
- There is room for development in men's skin care
- CATEGORY DATA
- Table 85 Sales of Men’s Grooming by Category: Value 2018-2023
- Table 86 Sales of Men’s Grooming by Category: % Value Growth 2018-2023
- Table 87 Sales of Men's Razors and Blades by Type: % Value Breakdown 2020-2023
- Table 88 Sales of Men's Skin Care by Type: % Value Breakdown 2020-2023
- Table 89 NBO Company Shares of Men’s Grooming: % Value 2019-2023
- Table 90 LBN Brand Shares of Men’s Grooming: % Value 2020-2023
- Table 91 LBN Brand Shares of Men's Razors and Blades: % Value 2020-2023
- Table 92 Forecast Sales of Men’s Grooming by Category: Value 2023-2028
- Table 93 Forecast Sales of Men’s Grooming by Category: % Value Growth 2023-2028
- ORAL CARE IN ESTONIA
- KEY DATA FINDINGS
- 2023 DEVELOPMENTS
- Rising education and increasing dental costs drive growth in oral care
- The demand for denture care and electric toothbrushes grows, supported by rising availability
- Colgate and Sensodyne remain the leading brands in 2023
- PROSPECTS AND OPPORTUNITIES
- Flat sales for the forecast period, with growth in value-added product areas
- Toothpaste faces challenges being a highly saturated landscape
- Dental floss sticks gain ground, driving growth through private label options
- CATEGORY DATA
- Table 94 Sales of Oral Care by Category: Value 2018-2023
- Table 95 Sales of Oral Care by Category: % Value Growth 2018-2023
- Table 96 Sales of Toothbrushes by Category: Value 2018-2023
- Table 97 Sales of Toothbrushes by Category: % Value Growth 2018-2023
- Table 98 Sales of Toothpaste by Type: % Value Breakdown 2019-2023
- Table 99 NBO Company Shares of Oral Care: % Value 2019-2023
- Table 100 LBN Brand Shares of Oral Care: % Value 2020-2023
- Table 101 Forecast Sales of Oral Care by Category: Value 2023-2028
- Table 102 Forecast Sales of Oral Care by Category: % Value Growth 2023-2028
- Table 103 Forecast Sales of Toothbrushes by Category: Value 2023-2028
- Table 104 Forecast Sales of Toothbrushes by Category: % Value Growth 2023-2028
- SKIN CARE IN ESTONIA
- KEY DATA FINDINGS
- 2023 DEVELOPMENTS
- A strong year for skin care products as facial routines remain firmly in place
- Facial care drives sales with a wide product portfolio boosting growth
- Global players maintain their lead as L’Oréal tops the skin care landscape
- PROSPECTS AND OPPORTUNITIES
- Positive growth as skin care is increasingly viewed as an essential product
- Visible results and natural claims will continue to influence product development
- Premium facial care drives ongoing growth as consumers invest in their appearance
- CATEGORY DATA
- Table 105 Sales of Skin Care by Category: Value 2018-2023
- Table 106 Sales of Skin Care by Category: % Value Growth 2018-2023
- Table 107 NBO Company Shares of Skin Care: % Value 2019-2023
- Table 108 LBN Brand Shares of Skin Care: % Value 2020-2023
- Table 109 LBN Brand Shares of Premium Skin Care: % Value 2020-2023
- Table 110 Forecast Sales of Skin Care by Category: Value 2023-2028
- Table 111 Forecast Sales of Skin Care by Category: % Value Growth 2023-2028
- SUN CARE IN ESTONIA
- KEY DATA FINDINGS
- 2023 DEVELOPMENTS
- The warm weather drives retail volume sales as consumers spend more time outside
- Sun care benefits from increasing awareness of the dangers of sun exposure
- International players lead, while local offerings have appeal in premium and mass products.
- PROSPECTS AND OPPORTUNITIES
- Hot and warm weather will remain key drivers of growth for sun protection
- Consumers migrate from mass to premium sun care products, wanting the best for their skin
- The blurring lines between skin care, colour cosmetics and sun care
- CATEGORY DATA
- Table 112 Sales of Sun Care by Category: Value 2018-2023
- Table 113 Sales of Sun Care by Category: % Value Growth 2018-2023
- Table 114 Sales of Sun Care by Premium vs Mass: % Value 2018-2023
- Table 115 NBO Company Shares of Sun Care: % Value 2019-2023
- Table 116 LBN Brand Shares of Sun Care: % Value 2020-2023
- Table 117 LBN Brand Shares of Premium Adult Sun Care: % Value 2020-2023
- Table 118 Forecast Sales of Sun Care by Category: Value 2023-2028
- Table 119 Forecast Sales of Sun Care by Category: % Value Growth 2023-2028
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