Estonia Household Products

Wipes recorded steady value growth in 2024 thanks to greater hygiene awareness, their convenience, and more product options. Estonians continue to use wipes for personal care, baby care, and quick cleaning tasks, especially with busy lifestyles and more travel. The habit of using wipes for hygiene, ...

Dishwashing is performing above the market average in Estonia in 2024 due to the ongoing shift from hand dishwashing to more convenient automatic dishwashing. Once consumers have tried automatic dishwashing, it is hard for them to return to hand washing dishes, even during tough economic times. Pric ...

Bleach continues to record volume decline in 2024 as it is perceived to be old fashioned, and competition from other categories, including toilet care and surface care, is hampering sales. In addition, consumers are increasingly concerned about the chemical content of bleach and are opting for safer ...

Volume sales of household care are experiencing further decline in 2024. Price inflation in Estonia continues to rise, supported by the VAT increase at the beginning of the year. Coupled with the overall sluggish performance of the local economy, this price hike has impacted consumer confidence in t ...

Air care products are performing well in Estonia in 2024 compared with other home care categories. The main driver of demand is the desire for a fresher environment, particularly in bathrooms. Also, growth in value terms is supported by continuous price inflation in the year. The standout performer ...

Volume sales of polishes in Estonia continue to decline in 2024, driven by lifestyle and fashion changes. Fewer consumers are purchasing and maintaining sophisticated furniture or cutlery that requires polishing, and there is competition from surface care products that offer similar cleaning propert ...

Overall sales of surface care in Estonia are stagnating in 2024 as rising VAT adds further upward pressure on prices. With increased price sensitivity, consumers continue to shift to multi-purpose products with anti-bacterial features, appreciating their perceived value for money as well as their co ...

Laundry care sales in Estonia are showing the weakest performance across the Baltic countries in 2024. Price inflation continues, further exacerbated by the VAT increase at the beginning of the year. This has undermined consumer confidence, leading to declining overall volume sales. Euromonitor Inte ...

Sales of toilet care products in Estonia are following the general trend of a saturated category, with volume sales relatively stable in 2024. Value growth is primarily driven by price inflation, which has been higher in Estonia compared to neighbouring Baltic markets due to the VAT increase at the ...