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Beauty and Personal Care in Estonia

  • ID: 2570163
  • Report
  • Region: Estonia
  • 99 pages
  • Euromonitor International
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In 2018, beauty and personal care continued to see positive value growth across all major categories. Improving purchasing power helped drive the use of more diverse product ranges per capita as well as consumers’ shift towards better-quality and higher-end products. Moreover, Estonians were open to new launches and innovative products and were less conservative in their preferences.

The author'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 2014-2018, allowing you to identify the sectors driving growth. Forecasts to 2023 illustrate how the market is set to change.

Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, 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.
Note: Product cover images may vary from those shown
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Beauty and Personal Care in Estonia

List of Contents and Tables
Executive Summary
Beauty and Personal Care Continues To See Positive Development in Estonia
Premiumisation Trend Dominates Beauty and Personal Care
Multinational Brands Maintain Their Dominance
New Brand Names Expand Their Product Ranges in 2018
Beauty and Personal Care Is Set To Achieve Positive Growth Over the Forecast Period
Market Data
Table 1 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023
Sources
Summary 1 Research Sources
Headlines
Prospects
Improving Birth Rate and Growing Disposable Income Benefits Category
Despite Being the Largest Category, Baby Wipes Also Sees the Fastest Growth
Advertising Mainly Targets Female Audience
Competitive Landscape
Kodupaber Maintains Its Leadership on the Strength of Johnson's Baby Brand
Large International Players Account for the Majority of Sales
Domestic Producers Are Expected To Become More Important Players in the Future
Category Data
Table 11 Sales of Baby and Child-specific Products by Category: Value 2013-2018
Table 12 Sales of Baby and Child-specific Products by Category: % Value Growth 2013-2018
Table 13 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2013-2018
Table 14 NBO Company Shares of Baby and Child-specific Products: % Value 2014-2018
Table 15 LBN Brand Shares of Baby and Child-specific Products: % Value 2015-2018
Table 16 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2015-2018
Table 17 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2015-2018
Table 18 Forecast Sales of Baby and Child-specific Products by Category: Value 2018-2023
Table 19 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
Table 20 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023
Headlines
Prospects
Mixed Trends Evolve in Bath and Shower in 2018
Improved Purchasing Power Benefits Natural and Organic Products in Particular
Prospects for the Forecast Period Are Optimistic
Competitive Landscape
Unilever Eesti Maintains Its Leadership in 2018
Nurme Looduskosmeetika Sees the Fastest Growth in 2018
Domestic and International Players Will Use Diverse Development Strategies
Category Data
Table 21 Sales of Bath and Shower by Category: Value 2013-2018
Table 22 Sales of Bath and Shower by Category: % Value Growth 2013-2018
Table 23 Sales of Bath and Shower by Premium vs Mass: % Value 2013-2018
Table 24 NBO Company Shares of Bath and Shower: % Value 2014-2018
Table 25 LBN Brand Shares of Bath and Shower: % Value 2015-2018
Table 26 LBN Brand Shares of Premium Bath and Shower: % Value 2015-2018
Table 27 Forecast Sales of Bath and Shower by Category: Value 2018-2023
Table 28 Forecast Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 29 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023
Headlines
Prospects
Positive Development As Consumers Spend More on Colour Cosmetics
Bb/cc Creams Sees the Fastest Growth in 2018
Internet Retailing Suits Consumer Needs in Colour Cosmetic
Competitive Landscape
L'Oréal Continues To Dominate Colour Cosmetics in 2018
Nyx Cosmetics Sees Fastest Growth in Colour Cosmetics in 2018
Most Producers Will Use Potential of the Internet To A Greater Extent
Category Data
Table 30 Sales of Colour Cosmetics by Category: Value 2013-2018
Table 31 Sales of Colour Cosmetics by Category: % Value Growth 2013-2018
Table 32 Sales of Colour Cosmetics by Premium vs Mass: % Value 2013-2018
Table 33 NBO Company Shares of Colour Cosmetics: % Value 2014-2018
Table 34 LBN Brand Shares of Colour Cosmetics: % Value 2015-2018
Table 35 LBN Brand Shares of Premium Colour Cosmetics: % Value 2015-2018
Table 36 Forecast Sales of Colour Cosmetics by Category: Value 2018-2023
Table 37 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2018-2023
Table 38 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2018-2023
Headlines
Prospects
Most Estonians Prefer Traditional Deodorant Types
Deodorant Roll-ons Sees the Fastest Growth in 2018
Increasing Disposable Income Expected To Contribute To Category's Growth
Competitive Landscape
Procter & Gamble and L'oréal Lead Deodorants in 2018
Pariisi Vee Sees the Fastest Growth in 2018
Intensified Competition To Prompt Active Innovation in Upcoming Years
Category Data
Table 39 Sales of Deodorants by Category: Value 2013-2018
Table 40 Sales of Deodorants by Category: % Value Growth 2013-2018
Table 41 Sales of Deodorants by Premium vs Mass: % Value 2013-2018
Table 42 NBO Company Shares of Deodorants: % Value 2014-2018
Table 43 LBN Brand Shares of Deodorants: % Value 2015-2018
Table 44 LBN Brand Shares of Premium Deodorants: % Value 2015-2018
Table 45 Forecast Sales of Deodorants by Category: Value 2018-2023
Table 46 Forecast Sales of Deodorants by Category: % Value Growth 2018-2023
Table 47 Forecast Sales of Deodorants by Premium vs Mass: % Value 2018-2023
Headlines
Prospects
Environmental Concerns and Switch To Professional Services Impacts Depilatories
Hair Removers/bleaches Performs Best in 2018
More Optimistic Future Is Expected for Depilatories
Competitive Landscape
Procter & Gamble Leads Sales in Depilatories in 2018
Fewer Changes in Competitive Environment
Value-added Products Expected To Dominate Future Launches and Developments
Category Data
Table 48 Sales of Depilatories by Category: Value 2013-2018
Table 49 Sales of Depilatories by Category: % Value Growth 2013-2018
Table 50 NBO Company Shares of Depilatories: % Value 2014-2018
Table 51 LBN Brand Shares of Depilatories: % Value 2015-2018
Table 52 Forecast Sales of Depilatories by Category: Value 2018-2023
Table 53 Forecast Sales of Depilatories by Category: % Value Growth 2018-2023
Headlines
Prospects
Fragrances Strongly Impacted by Premiumisation Trend
Internet Retailing Influences Fragrances the Most
Price Competition Intensifies in Fragrances
Competitive Landscape
Coty Leads Sales of Fragrances in 2018
Consumers Look for Well-known Brands
Existing Players Will Dominate and Define Future Development of the Category
Category Data
Table 54 Sales of Fragrances by Category: Value 2013-2018
Table 55 Sales of Fragrances by Category: % Value Growth 2013-2018
Table 56 NBO Company Shares of Fragrances: % Value 2014-2018
Table 57 LBN Brand Shares of Fragrances: % Value 2015-2018
Table 58 LBN Brand Shares of Premium Men's Fragrances: % Value 2015-2018
Table 59 LBN Brand Shares of Premium Women's Fragrances: % Value 2015-2018
Table 60 Forecast Sales of Fragrances by Category: Value 2018-2023
Table 61 Forecast Sales of Fragrances by Category: % Value Growth 2018-2023
Headlines
Prospects
Quality Dominates Consumer Preferences in 2018
Salon Professional Hair Care Benefits the Most From Major Trend
Shifts Between Different Hair Care Categories Is Observed in 2018
Competitive Landscape
L'Oréal Dominates Sales Share in Hair Care in 2018
Pro Beauté, Representing Davines Brand, Sees the Fastest Growth
Producers Are Expected To Focus on Their Current Brands More
Category Data
Table 62 Sales of Hair Care by Category: Value 2013-2018
Table 63 Sales of Hair Care by Category: % Value Growth 2013-2018
Table 64 Sales of Hair Care by Premium vs Mass: % Value 2013-2018
Table 65 NBO Company Shares of Hair Care: % Value 2014-2018
Table 66 LBN Brand Shares of Hair Care: % Value 2015-2018
Table 67 NBO Company Shares of Salon Professional Hair Care: % Value 2014-2018
Table 68 LBN Brand Shares of Salon Professional Hair Care: % Value 2015-2018
Table 69 LBN Brand Shares of Premium Hair Care: % Value 2015-2018
Table 70 Forecast Sales of Hair Care by Category: Value 2018-2023
Table 71 Forecast Sales of Hair Care by Category: % Value Growth 2018-2023
Table 72 Forecast Sales of Hair Care by Premium vs Mass: % Value 2018-2023
Headlines
Prospects
Men's Grooming Continues To Develop As Men Pay More Attention To Their Appearance
Premium Products and Skin Care See the Fastest Growth in 2018
Fashion of Growing Beards Negatively Impacts Largest Men's Grooming Categories
Competitive Landscape
Procter & Gamble Maintains Its Leadership in Men's Grooming in 2018
Joost-level Achieves the Fastest Growth in Men's Grooming
Developing Categories Expected To Impact Shares of Leading Players More
Category Data
Table 73 Sales of Men's Grooming by Category: Value 2013-2018
Table 74 Sales of Men's Grooming by Category: % Value Growth 2013-2018
Table 75 Sales of Men's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 76 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2018
Table 77 NBO Company Shares of Men's Grooming: % Value 2014-2018
Table 78 LBN Brand Shares of Men's Grooming: % Value 2015-2018
Table 79 LBN Brand Shares of Men's Razors and Blades: % Value 2015-2018
Table 80 Forecast Sales of Men's Grooming by Category: Value 2018-2023
Table 81 Forecast Sales of Men's Grooming by Category: % Value Growth 2018-2023
Headlines
Prospects
Oral Care Gains More Importance Amongst the Average Consumer in Estonia
Electric Toothbrushes Sees the Highest Value Growth in 2018
Fewer Changes in Development of Oral Care Are Expected Over the Forecast Period
Competitive Landscape
Colgate-Palmolive Dominates Sales in Oral Care
Regional Producer Biok Sees the Fastest Growth in 2018
Domestic and Regional Players Are Likely To Impact Oral Care More in the Future
Category Data
Table 82 Sales of Oral Care by Category: Value 2013-2018
Table 83 Sales of Oral Care by Category: % Value Growth 2013-2018
Table 84 Sales of Toothbrushes by Category: Value 2013-2018
Table 85 Sales of Toothbrushes by Category: % Value Growth 2013-2018
Table 86 Sales of Toothpaste by Type: % Value Breakdown 2014-2018
Table 87 NBO Company Shares of Oral Care: % Value 2014-2018
Table 88 LBN Brand Shares of Oral Care: % Value 2015-2018
Table 89 Forecast Sales of Oral Care by Category: Value 2018-2023
Table 90 Forecast Sales of Oral Care by Category: % Value Growth 2018-2023
Table 91 Forecast Sales of Toothbrushes by Category: Value 2018-2023
Table 92 Forecast Sales of Toothbrushes by Category: % Value Growth 2018-2023
Headlines
Prospects
Premiumisation Trend Defines Performance of Skin Care in 2018
Facial Skin Care Remains the Most Important Category in Skin Care
Natural and Organic Skin Care Products Expected To Impact Skin Care Even More
Competitive Landscape
L'Oréal Continues To Lead Sales Share in Skin Care
Frend Trade Achieves the Best Performance in Skin Care in 2018
Domestic Producers Are Expected To Benefit More From Evolving Trends
Category Data
Table 93 Sales of Skin Care by Category: Value 2013-2018
Table 94 Sales of Skin Care by Category: % Value Growth 2013-2018
Table 95 NBO Company Shares of Skin Care: % Value 2014-2018
Table 96 LBN Brand Shares of Skin Care: % Value 2015-2018
Table 97 LBN Brand Shares of Premium Skin Care: % Value 2015-2018
Table 98 Forecast Sales of Skin Care by Category: Value 2018-2023
Table 99 Forecast Sales of Skin Care by Category: % Value Growth 2018-2023
Headlines
Prospects
Warm Summer Season and Increased Outbound Tourism Benefit Sun Care Sales
Health Awareness Contributes To the Category's Growth
Development Differs Amongst Sun Care Categories
Competitive Landscape
L'oréal Outperforms Jungent Estonia To Become the Leading Player in Sun Care
Kmt Lang & Barney Investments Sees the Fastest Value Growth in Sun Care
Domestic Producers Might Attempt To Strengthen Their Position in Sun Care
Category Data
Table 100 Sales of Sun Care by Category: Value 2013-2018
Table 101 Sales of Sun Care by Category: % Value Growth 2013-2018
Table 102 Sales of Sun Care by Premium vs Mass: % Value 2013-2018
Table 103 NBO Company Shares of Sun Care: % Value 2014-2018
Table 104 LBN Brand Shares of Sun Care: % Value 2015-2018
Table 105 LBN Brand Shares of Premium Adult Sun Care: % Value 2015-2018
Table 106 Forecast Sales of Sun Care by Category: Value 2018-2023
Table 107 Forecast Sales of Sun Care by Category: % Value Growth 2018-2023
Table 108 Forecast Sales of Sun Care by Premium vs Mass: % Value 2018-2023
Headlines
Prospects
Increase in Disposable Income Is the Core Factor Behind Premiumisation Trend
Colour Cosmetics Witnesses the Highest Price Competition
Forecast Period Is Very Promising for Premium Products
Competitive Landscape
L'Oréal Continues To Lead Sales in Colour Cosmetics
Noticeable Developments Derive From Both International and Domestic Producers
Sales Through Internet Retailers Will Become More Important
Category Data
Table 109 Sales of Premium Beauty and Personal Care by Category: Value 2013-2018
Table 110 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 111 NBO Company Shares of Premium Beauty and Personal Care: % Value 2014-2018
Table 112 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2015-2018
Table 113 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
Table 114 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023
Headlines
Prospects
Demand for Mass Products Predefined by Moderate Average Income in Estonia
Colour Cosmetics and Facial Skin Care Perform the Best in Mass Products
Over the Forecast Period Mass Products Will Face More Competition From Premium
Competitive Landscape
Few Changes Seen Amongst Leading Companies As L'Oréal Maintains Leadership
Domestic Players Effectively Bring "green" Trends in the Mass Segment
As Millennials Become Leading Consumers, Producers See New Opportunities
Category Data
Table 115 Sales of Mass Beauty and Personal Care by Category: Value 2013-2018
Table 116 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 117 NBO Company Shares of Mass Beauty and Personal Care: % Value 2014-2018
Table 118 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2015-2018
Table 119 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
Table 120 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023
Note: Product cover images may vary from those shown
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