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Retailing in Estonia

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    Report

  • 87 Pages
  • April 2022
  • Region: Estonia
  • Euromonitor International
  • ID: 1214939
Broadly speaking, the country’s economy emerged from the pandemic in a far better condition than anticipated. Most consumers have not experienced significant financial problems and the country’s GDP rebounded quickly in 2021.

This Retailing in Estonia report offers insight into key trends and developments driving the industry. The report examines all retail channels to provide sector insight. Channels include hypermarkets, supermarkets, discounters, convenience stores, mixed retailers, health and beauty retailers, clothing and footwear retailers, furniture and furnishing stores, DIY and hardware stores, durable goods retailers, leisure and personal goods retailers. There are profiles of leading retailers, with analysis of their performance and the challenges they face. There is also analysis of non-store retailing: vending; homeshopping; internet retailing; direct selling, as available.

Product coverage: Non-Store Retailing, Store-Based Retailing.

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

Why buy this report?

  • Get a detailed picture of the Retailing 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

EXECUTIVE SUMMARY
  • Retailing in 2021: The big picture
  • Convenience, sustainability helping shape retail models
  • Discounters finally set to arrive in Estonia
  • What next for retailing?
OPERATING ENVIRONMENT
  • Informal retailing
  • Opening hours
  • Summary 1 Standard Opening Hours by Channel Type 2021
  • Physical retail landscape
  • Cash and carry
  • Seasonality
  • Christmas
  • Midsummer Festival
  • Payments
  • Delivery and collections
  • Emerging business models
MARKET DATA
  • Table 1 Sales in Retailing by Store-based vs Non-Store: Value 2016-2021
  • Table 2 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2016-2021
  • Table 3 Sales in Store-Based Retailing by Channel: Value 2016-2021
  • Table 4 Sales in Store-Based Retailing by Channel: % Value Growth 2016-2021
  • Table 5 Store-Based Retailing Outlets by Channel: Units 2016-2021
  • Table 6 Store-Based Retailing Outlets by Channel: % Unit Growth 2016-2021
  • Table 7 Sales in Non-Store Retailing by Channel: Value 2016-2021
  • Table 8 Sales in Non-Store Retailing by Channel: % Value Growth 2016-2021
  • Table 9 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2016-2021
  • Table 10 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2016-2021
  • Table 11 Sales in Non-Grocery Specialists by Channel: Value 2016-2021
  • Table 12 Sales in Non-Grocery Specialists by Channel: % Value Growth 2016-2021
  • Table 13 Non-Grocery Specialists Outlets by Channel: Units 2016-2021
  • Table 14 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2016-2021
  • Table 15 Retailing GBO Company Shares: % Value 2017-2021
  • Table 16 Retailing GBN Brand Shares: % Value 2018-2021
  • Table 17 Store-based Retailing GBO Company Shares: % Value 2017-2021
  • Table 18 Store-based Retailing GBN Brand Shares: % Value 2018-2021
  • Table 19 Store-based Retailing LBN Brand Shares: Outlets 2018-2021
  • Table 20 Non-Store Retailing GBO Company Shares: % Value 2017-2021
  • Table 21 Non-Store Retailing GBN Brand Shares: % Value 2018-2021
  • Table 22 Non-Grocery Specialists GBO Company Shares: % Value 2017-2021
  • Table 23 Non-Grocery Specialists GBN Brand Shares: % Value 2018-2021
  • Table 24 Non-Grocery Specialists LBN Brand Shares: Outlets 2018-2021
  • Table 25 Non-Grocery Specialists LBN Brand Shares: Selling Space 2018-2021
  • Table 26 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2021-2026
  • Table 27 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2021-2026
  • Table 28 Forecast Sales in Store-Based Retailing by Channel: Value 2021-2026
  • Table 29 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2021-2026
  • Table 30 Forecast Store-Based Retailing Outlets by Channel: Units 2021-2026
  • Table 31 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2021-2026
  • Table 32 Forecast Sales in Non-Store Retailing by Channel: Value 2021-2026
  • Table 33 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2021-2026
  • Table 34 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2021-2026
  • Table 35 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
  • Table 36 Forecast Sales in Non-Grocery Specialists by Channel: Value 2021-2026
  • Table 37 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2021-2026
  • Table 38 Forecast Non-Grocery Specialists Outlets by Channel: Units 2021-2026
  • Table 39 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2021-2026
SOURCES
  • Summary 2 Research Sources
MODERN GROCERY RETAILERS IN ESTONIAKEY DATA FINDINGS
2021 DEVELOPMENTS
  • Reluctance to go in-store, restrictions on occupancy slows sales growth of modern grocery
  • Consumers return to hypermarkets as fear of the virus subsides
  • Marked uptick in retain innovation driven by pandemic
PROSPECTS AND OPPORTUNITIES
  • Quick recovery, and convenience trends will strengthen over the forecast period
  • Arrival of Lidl to make huge splash, as domestic players race to develop resistance strategies
  • Strong Estonian tradition of innovation will continue adding value to channel
CHANNEL DATA
  • Table 40 Modern Grocery Retailers: Value Sales, Outlets and Selling Space 2016-2021
  • Table 41 Modern Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
  • Table 42 Sales in Modern Grocery Retailers by Channel: Value 2016-2021
  • Table 43 Sales in Modern Grocery Retailers by Channel: % Value Growth 2016-2021
  • Table 44 Modern Grocery Retailers Outlets by Channel: Units 2016-2021
  • Table 45 Modern Grocery Retailers Outlets by Channel: % Unit Growth 2016-2021
  • Table 46 Modern Grocery Retailers GBO Company Shares: % Value 2017-2021
  • Table 47 Modern Grocery Retailers GBN Brand Shares: % Value 2018-2021
  • Table 48 Modern Grocery Retailers LBN Brand Shares: Outlets 2018-2021
  • Table 49 Modern Grocery Retailers LBN Brand Shares: Selling Space 2018-2021
  • Table 50 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
  • Table 51 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
  • Table 52 Forecast Sales in Modern Grocery Retailers by Channel: Value 2021-2026
  • Table 53 Forecast Sales in Modern Grocery Retailers by Channel: % Value Growth 2021-2026
  • Table 54 Forecast Modern Grocery Retailers Outlets by Channel: Units 2021-2026
  • Table 55 Forecast Modern Grocery Retailers Outlets by Channel: % Unit Growth 2021-2026
TRADITIONAL GROCERY RETAILERS IN ESTONIAKEY DATA FINDINGS
2021 DEVELOPMENTS
  • Easing of restrictions benefits sales
  • Premium position of many retailers helps recover value sales
  • Consumers are slow to resume travel, negatively affecting alcohol specialists as Finnish tourists remain absent
PROSPECTS AND OPPORTUNITIES
  • Traditional outlets still need to add value to manage challenge of modern grocery channel
  • Alcohol strength will rebuild footfall, concentrate competitive environment
  • Sustainability, dietary health, provenance all potential marketing points
CHANNEL DATA
  • Table 56 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space 2016-2021
  • Table 57 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
  • Table 58 Traditional Grocery Retailers GBO Company Shares: % Value 2017-2021
  • Table 59 Traditional Grocery Retailers GBN Brand Shares: % Value 2018-2021
  • Table 60 Traditional Grocery Retailers LBN Brand Shares: Outlets 2018-2021
  • Table 61 Traditional Grocery Retailers LBN Brand Shares: Selling Space 2018-2021
  • Table 62 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
  • Table 63 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
APPAREL AND FOOTWEAR SPECIALIST RETAILERS IN ESTONIAKEY DATA FINDINGS
2021 DEVELOPMENTS
  • As fears around the virus subside, customers return to stores
  • As social conditions return to normal, need for apparel and footwear grows
  • A coherent digital strategy becomes indispensable
PROSPECTS AND OPPORTUNITIES
  • Pureplay e-commerce will threaten growth
  • Consumer views on fast fashion set to see significant shift
  • Adding value through in-store experience
CHANNEL DATA
  • Table 64 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space 2016-2021
  • Table 65 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
  • Table 66 Apparel And Footwear Specialist Retailers GBO Company Shares: % Value 2017-2021
  • Table 67 Apparel And Footwear Specialist Retailers GBN Brand Shares: % Value 2018-2021
  • Table 68 Apparel And Footwear Specialist Retailers LBN Brand Shares: Outlets 2018-2021
  • Table 69 Apparel And Footwear Specialist Retailers LBN Brand Shares: Selling Space 2018-2021
  • Table 70 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
  • Table 71 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
HEALTH AND BEAUTY SPECIALIST RETAILERS IN ESTONIAKEY DATA FINDINGS
2021 DEVELOPMENTS
  • Sales recover as virus fades
  • Higher incidence of seasonal flu boosts sales
  • Optical goods stores see a recovery in sales
PROSPECTS AND OPPORTUNITIES
  • As social conditions return to normal, demand for health and beauty products is set to grow
  • Opportunity for chemists/pharmacies as consumer health awareness sharpens
  • Regulatory changes will reform channel
CHANNEL DATA
  • Table 72 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space 2016-2021
  • Table 73 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
  • Table 74 Sales in Health and Beauty Specialist Retailers by Channel: Value 2016-2021
  • Table 75 Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2016-2021
  • Table 76 Health and Beauty Specialist Retailers GBO Company Shares: % Value 2017-2021
  • Table 77 Health and Beauty Specialist Retailers GBN Brand Shares: % Value 2018-2021
  • Table 78 Health and Beauty Specialist Retailers LBN Brand Shares: Outlets 2018-2021
  • Table 79 Health and Beauty Specialist Retailers LBN Brand Shares: Selling Space 2018-2021
  • Table 80 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
  • Table 81 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
  • Table 82 Forecast Sales in Health and Beauty Specialist Retailers by Channel: Value 2021-2026
  • Table 83 Forecast Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2021-2026
MIXED RETAILERS IN ESTONIAKEY DATA FINDINGS
2021 DEVELOPMENTS
  • Department stores under rising competitive threat from other sales channels
  • Work-from-home weakens demand for department store offer
  • Digital weakness exposed by crisis
PROSPECTS AND OPPORTUNITIES
  • Department stores can benefit from sleeker model going forward
  • Variety stores meeting wide variety of needs, but face challenges
  • Challenges from online, but new models may offer opportunities
CHANNEL DATA
  • Table 84 Mixed Retailers: Value Sales, Outlets and Selling Space 2016-2021
  • Table 85 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
  • Table 86 Sales in Mixed Retailers by Channel: Value 2016-2021
  • Table 87 Sales in Mixed Retailers by Channel: % Value Growth 2016-2021
  • Table 88 Mixed Retailers Outlets by Channel: Units 2016-2021
  • Table 89 Mixed Retailers Outlets by Channel: % Unit Growth 2016-2021
  • Table 90 Mixed Retailers GBO Company Shares: % Value 2017-2021
  • Table 91 Mixed Retailers GBN Brand Shares: % Value 2018-2021
  • Table 92 Mixed Retailers LBN Brand Shares: Outlets 2018-2021
  • Table 93 Mixed Retailers LBN Brand Shares: Selling Space 2018-2021
  • Table 94 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
  • Table 95 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
  • Table 96 Forecast Sales in Mixed Retailers by Channel: Value 2021-2026
  • Table 97 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2021-2026
  • Table 98 Forecast Mixed Retailers Outlets by Channel: Units 2021-2026
  • Table 99 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2021-2026
DIRECT SELLING IN ESTONIAKEY DATA FINDINGS
2021 DEVELOPMENTS
  • Easing of pandemic restrictions makes sales model easier to operate
  • Health concerns in Estonia buoy consumer health specialists
  • Pandemic strengthens digital use
PROSPECTS AND OPPORTUNITIES
  • Consumers open to face-to-face post pandemic
  • Turning product representatives into influencers
  • Room for new product types in the direct selling channel
CHANNEL DATA
  • Table 100 Direct Selling by Category: Value 2016-2021
  • Table 101 Direct Selling by Category: % Value Growth 2016-2021
  • Table 102 Direct Selling GBO Company Shares: % Value 2017-2021
  • Table 103 Direct Selling GBN Brand Shares: % Value 2018-2021
  • Table 104 Direct Selling Forecasts by Category: Value 2021-2026
  • Table 105 Direct Selling Forecasts by Category: % Value Growth 2021-2026
E-COMMERCE (GOODS) IN ESTONIAKEY DATA FINDINGS
2021 DEVELOPMENTS
  • Appreciating the convenience, consumers continue to rely on e-commerce
  • Acceleration supported by Estonia’s digital infrastructure, local players emerge strongly
  • Grocery coverage grows thanks to crisis, still room for improvement
PROSPECTS AND OPPORTUNITIES
  • Strong local industry will see growth, but foreign threats emerging
  • Rush back to stores post-pandemic and experiential improvements may slow e-commerce in short term
  • Strong opportunities in retail innovation
CHANNEL DATA
  • Table 106 E-Commerce (Goods) by Channel and Category: Value 2016-2021
  • Table 107 E-Commerce (Goods) by Channel and Category: % Value Growth 2016-2021
  • Table 108 E-Commerce (Goods) GBO Company Shares: % Value 2017-2021
  • Table 109 E-Commerce (Goods) GBN Brand Shares: % Value 2018-2021
  • Table 110 Forecast E-Commerce (Goods) by Channel and Category: Value 2021-2026
  • Table 111 Forecast E-Commerce (Goods) by Channel and Category: % Value Growth 2021-2026
MOBILE E-COMMERCE (GOODS) IN ESTONIAKEY DATA FINDINGS
2021 DEVELOPMENTS
  • Pandemic helps support explosive growth trends
  • Strong digital infrastructure and high levels of trust support switch
  • As mobile e-commerce is more widely used, leading retailers invest in improving mobile apps
PROSPECTS AND OPPORTUNITIES
  • Push to mobile payments will boost channel
  • Convenience of model key to building regular use patterns
  • Digital natives must be short term target
CHANNEL DATA
  • Table 112 Mobile E-Commerce (Goods): Value 2016-2021
  • Table 113 Mobile E-Commerce (Goods): % Value Growth 2016-2021
  • Table 114 Mobile E-Commerce (Goods) Forecasts: Value 2021-2026
  • Table 115 Mobile E-Commerce (Goods) Forecasts: % Value Growth 2021-2026