+353-1-416-8900REST OF WORLD
+44-20-3973-8888REST OF WORLD
1-917-300-0470EAST COAST U.S
1-800-526-8630U.S. (TOLL FREE)

Beauty and Personal Care in Estonia

  • PDF Icon

    Report

  • 101 Pages
  • May 2023
  • Region: Estonia
  • Euromonitor International
  • ID: 2570163
The beauty and personal care market in Estonia lost momentum in 2022 following a particularly strong 2021. Consumers returned to their pre-pandemic behaviours and found that reasons for concern were changed, but had not gone away. War in Ukraine and disrupted logistics added pressure to the market in the year. Inflation was also a concern in 2022; however, its impact was not as significant as in other FMCG categories.

The 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 2018-2022, allowing you to identify the sectors driving growth. Forecasts to 2027 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.
The publisher has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, the publisher has a unique capability to develop reliable information resources to help drive informed strategic planning.

Table of Contents

BEAUTY AND PERSONAL CARE IN ESTONIA
EXECUTIVE SUMMARY
  • Beauty and personal care in 2022: The big picture
  • 2022 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 2017-2022
  • Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022
  • Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2018-2022
  • Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2018-2022
  • Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2019-2022
  • Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2017-2022
  • Table 7 Distribution of Beauty and Personal Care by Format: % Value 2017-2022
  • Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2022
  • Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2022-2027
  • Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
  • Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN ESTONIA
KEY DATA FINDINGS
  • 2022 DEVELOPMENTS
  • Mass products appeal to price-sensitive consumers in 2022
  • Major global manufacturers offer good-quality, affordable mass items
  • International players lead with their well-recognised and widely available brands
PROSPECTS AND OPPORTUNITIES
  • Mass dominance set to continue
  • Inflation impact
  • Local presence will remain low
CATEGORY DATA
  • Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
  • Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022
  • Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2018-2022
  • Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2019-2022
  • Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2022-2027
  • Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2022-2027
PREMIUM BEAUTY AND PERSONAL CARE IN ESTONIA
KEY DATA FINDINGS
  • 2022 DEVELOPMENTS
  • Volume growth hampered by war in Ukraine and inflation
  • International players lead, while small local players go niche
  • E-commerce playing an increasing role
PROSPECTS AND OPPORTUNITIES
  • Growth influenced by economic performance
  • Consumers willing to play higher prices for premium facial care and fragrances
  • L'Oréal set to maintain its lead
CATEGORY DATA
  • Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
  • Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022
  • Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2018-2022
  • Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2019-2022
  • Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2022-2027
  • Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2022-2027
BABY AND CHILD-SPECIFIC PRODUCTS IN ESTONIA
KEY DATA FINDINGS
  • 2022 DEVELOPMENTS
  • Further growth in 2022 with return to normality
  • Sun care in demand with the lifting of pandemic restrictions
  • Reasonable price inflation and promotional activity support sales
PROSPECTS AND OPPORTUNITIES
  • Moderate performance anticipated
  • Local players’ presence to remain low
  • Private label could increase its foothold
CATEGORY DATA
  • Table 23 Sales of Baby and Child-specific Products by Category: Value 2017-2022
  • Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
  • Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022
  • Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2018-2022
  • Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2019-2022
  • Table 28 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2019-2022
  • Table 29 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2019-2022
  • Table 30 Forecast Sales of Baby and Child-specific Products by Category: Value 2022-2027
  • Table 31 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2022-2027
  • Table 32 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2022-2027
BATH AND SHOWER IN ESTONIA
KEY DATA FINDINGS
  • 2022 DEVELOPMENTS
  • Return to more normal trading conditions
  • Sanitisers continue to decline in 2022
  • Local products are popular; however, Colgate-Palmolive maintains its lead
PROSPECTS AND OPPORTUNITIES
  • Saturated and stagnant market
  • Men maybe?
  • Convenient and caring products in demand
CATEGORY DATA
  • Table 33 Sales of Bath and Shower by Category: Value 2017-2022
  • Table 34 Sales of Bath and Shower by Category: % Value Growth 2017-2022
  • Table 35 Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022
  • Table 36 NBO Company Shares of Bath and Shower: % Value 2018-2022
  • Table 37 LBN Brand Shares of Bath and Shower: % Value 2019-2022
  • Table 38 LBN Brand Shares of Premium Bath and Shower: % Value 2019-2022
  • Table 39 Forecast Sales of Bath and Shower by Category: Value 2022-2027
  • Table 40 Forecast Sales of Bath and Shower by Category: % Value Growth 2022-2027
  • Table 41 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2022-2027
COLOUR COSMETICS IN ESTONIA
KEY DATA FINDINGS
  • 2022 DEVELOPMENTS
  • Sales recover with the lifting of pandemic restrictions
  • Global players maintain their lead in 2022
  • Social media and clever use of technology changing the retail environment
PROSPECTS AND OPPORTUNITIES
  • Stagnation is anticipated
  • Mass products will continue to lead
  • Support for local and private label products
CATEGORY DATA
  • Table 42 Sales of Colour Cosmetics by Category: Value 2017-2022
  • Table 43 Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
  • Table 44 Sales of Colour Cosmetics by Premium vs Mass: % Value 2017-2022
  • Table 45 NBO Company Shares of Colour Cosmetics: % Value 2018-2022
  • Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2019-2022
  • Table 47 LBN Brand Shares of Premium Colour Cosmetics: % Value 2019-2022
  • Table 48 Forecast Sales of Colour Cosmetics by Category: Value 2022-2027
  • Table 49 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2022-2027
  • Table 50 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2022-2027
DEODORANTS IN ESTONIA
KEY DATA FINDINGS
  • 2022 DEVELOPMENTS
  • Good year for deodorants as consumers’ lives return to normal
  • Roll-ons remain the most popular format
  • Multinationals lead deodorants with their widely available, well-known brands
PROSPECTS AND OPPORTUNITIES
  • Little room for future growth in a mature category
  • Rising demand for more sophisticated products
  • E-commerce set to perform well
CATEGORY DATA
  • Table 51 Sales of Deodorants by Category: Value 2017-2022
  • Table 52 Sales of Deodorants by Category: % Value Growth 2017-2022
  • Table 53 Sales of Deodorants by Premium vs Mass: % Value 2017-2022
  • Table 54 NBO Company Shares of Deodorants: % Value 2018-2022
  • Table 55 LBN Brand Shares of Deodorants: % Value 2019-2022
  • Table 56 LBN Brand Shares of Premium Deodorants: % Value 2019-2022
  • Table 57 Forecast Sales of Deodorants by Category: Value 2022-2027
  • Table 58 Forecast Sales of Deodorants by Category: % Value Growth 2022-2027
  • Table 59 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2022-2027
DEPILATORIES IN ESTONIA
KEY DATA FINDINGS
  • 2022 DEVELOPMENTS
  • Return to normal boots demand for depilatories in 2022
  • Shaving, not removing
  • Retailers trying to change the competitive landscape
PROSPECTS AND OPPORTUNITIES
  • Stagnation to continue in a mature market
  • Competition in razors to remain low, with Venus and Wilkinson continuing to dominate
  • Economy segment in hair removal may perform well if grocery retailers diversify their portfolios
CATEGORY DATA
  • Table 60 Sales of Depilatories by Category: Value 2017-2022
  • Table 61 Sales of Depilatories by Category: % Value Growth 2017-2022
  • Table 62 NBO Company Shares of Depilatories: % Value 2018-2022
  • Table 63 LBN Brand Shares of Depilatories: % Value 2019-2022
  • Table 64 Forecast Sales of Depilatories by Category: Value 2022-2027
  • Table 65 Forecast Sales of Depilatories by Category: % Value Growth 2022-2027
FRAGRANCES IN ESTONIA
KEY DATA FINDINGS
  • 2022 DEVELOPMENTS
  • Positive, but slowed growth in 2022
  • Online prices and promotions attract consumers
  • Shares static in premium, more movement in mass
PROSPECTS AND OPPORTUNITIES
  • Stable future performance, with fragrances remaining affordable
  • Apparel invasion
  • Unisex fragrances appeal to younger consumers
CATEGORY DATA
  • Table 66 Sales of Fragrances by Category: Value 2017-2022
  • Table 67 Sales of Fragrances by Category: % Value Growth 2017-2022
  • Table 68 NBO Company Shares of Fragrances: % Value 2018-2022
  • Table 69 LBN Brand Shares of Fragrances: % Value 2019-2022
  • Table 70 LBN Brand Shares of Premium Men's Fragrances: % Value 2019-2022
  • Table 71 LBN Brand Shares of Premium Women's Fragrances: % Value 2019-2022
  • Table 72 Forecast Sales of Fragrances by Category: Value 2022-2027
  • Table 73 Forecast Sales of Fragrances by Category: % Value Growth 2022-2027
HAIR CARE IN ESTONIA
KEY DATA FINDINGS
  • 2022 DEVELOPMENTS
  • Strong demand for styling agents as life returns to normal
  • Multinationals continue to lead in 2022 with widely available, well-known brands
  • Limited presence of local brands
PROSPECTS AND OPPORTUNITIES
  • Moderate growth expected in a saturated market
  • Demand for professional products as consumers enjoy the salon experience at home
  • Potential of local brands and private label
CATEGORY DATA
  • Table 74 Sales of Hair Care by Category: Value 2017-2022
  • Table 75 Sales of Hair Care by Category: % Value Growth 2017-2022
  • Table 76 Sales of Hair Care by Premium vs Mass: % Value 2017-2022
  • Table 77 NBO Company Shares of Hair Care: % Value 2018-2022
  • Table 78 LBN Brand Shares of Hair Care: % Value 2019-2022
  • Table 79 NBO Company Shares of Salon Professional Hair Care: % Value 2018-2022
  • Table 80 LBN Brand Shares of Salon Professional Hair Care: % Value 2019-2022
  • Table 81 LBN Brand Shares of Premium Hair Care: % Value 2019-2022
  • Table 82 Forecast Sales of Hair Care by Category: Value 2022-2027
  • Table 83 Forecast Sales of Hair Care by Category: % Value Growth 2022-2027
  • Table 84 Forecast Sales of Hair Care by Premium vs Mass: % Value 2022-2027
MEN'S GROOMING IN ESTONIA
KEY DATA FINDINGS
  • 2022 DEVELOPMENTS
  • Men’s grooming back on track in 2022
  • Demand for basic products, except in fragrances
  • Competitive environment unchanged in 2022
PROSPECTS AND OPPORTUNITIES
  • Healthy growth
  • Some migration to premium products in deodorants
  • Room for development in men’s skin care
CATEGORY DATA
  • Table 85 Sales of Men’s Grooming by Category: Value 2017-2022
  • Table 86 Sales of Men’s Grooming by Category: % Value Growth 2017-2022
  • Table 87 Sales of Men's Razors and Blades by Type: % Value Breakdown 2019-2022
  • Table 88 Sales of Men's Skin Care by Type: % Value Breakdown 2019-2022
  • Table 89 NBO Company Shares of Men’s Grooming: % Value 2018-2022
  • Table 90 LBN Brand Shares of Men’s Grooming: % Value 2019-2022
  • Table 91 LBN Brand Shares of Men's Razors and Blades: % Value 2019-2022
  • Table 92 Forecast Sales of Men’s Grooming by Category: Value 2022-2027
  • Table 93 Forecast Sales of Men’s Grooming by Category: % Value Growth 2022-2027
ORAL CARE IN ESTONIA
KEY DATA FINDINGS
  • 2022 DEVELOPMENTS
  • Business as usual in 2022
  • Consumers investing in power toothbrushes to prevent oral problems
  • Colgate and Sensodyne remain the leading brands in 2022
PROSPECTS AND OPPORTUNITIES
  • Flat sales with growth in value-added product areas
  • Major players will continue to innovate to attract consumers
  • Barriers to entry will remain strong
CATEGORY DATA
  • Table 94 Sales of Oral Care by Category: Value 2017-2022
  • Table 95 Sales of Oral Care by Category: % Value Growth 2017-2022
  • Table 96 Sales of Toothbrushes by Category: Value 2017-2022
  • Table 97 Sales of Toothbrushes by Category: % Value Growth 2017-2022
  • Table 98 Sales of Toothpaste by Type: % Value Breakdown 2018-2022
  • Table 99 NBO Company Shares of Oral Care: % Value 2018-2022
  • Table 100 LBN Brand Shares of Oral Care: % Value 2019-2022
  • Table 101 Forecast Sales of Oral Care by Category: Value 2022-2027
  • Table 102 Forecast Sales of Oral Care by Category: % Value Growth 2022-2027
  • Table 103 Forecast Sales of Toothbrushes by Category: Value 2022-2027
  • Table 104 Forecast Sales of Toothbrushes by Category: % Value Growth 2022-2027
SKIN CARE IN ESTONIA
KEY DATA FINDINGS
  • 2022 DEVELOPMENTS
  • Rising demand as consumers have formed the habit of using skin care products
  • Increasing demand for premium products
  • Global players maintain their lead in 2022
PROSPECTS AND OPPORTUNITIES
  • Healthy future performance as consumers seek to maintain their youthful appearance
  • Visible results and natural claims will continue to influence product development
  • Premium, local brand and private label could both gain a more significant foothold
CATEGORY DATA
  • Table 105 Sales of Skin Care by Category: Value 2017-2022
  • Table 106 Sales of Skin Care by Category: % Value Growth 2017-2022
  • Table 107 NBO Company Shares of Skin Care: % Value 2018-2022
  • Table 108 LBN Brand Shares of Skin Care: % Value 2019-2022
  • Table 109 LBN Brand Shares of Premium Skin Care: % Value 2019-2022
  • Table 110 Forecast Sales of Skin Care by Category: Value 2022-2027
  • Table 111 Forecast Sales of Skin Care by Category: % Value Growth 2022-2027
SUN CARE IN ESTONIA
KEY DATA FINDINGS
  • 2022 DEVELOPMENTS
  • Sales bounce back after the pandemic
  • Sun care benefits from increasing awareness of the dangers of sun exposure
  • International players lead, but local also appeal with both premium and mass products
PROSPECTS AND OPPORTUNITIES
  • Depends on weather, but tourism will have a positive impact on sales
  • Degree of premiumisation
  • Blurring of lines between skin care and sun care
CATEGORY DATA
  • Table 112 Sales of Sun Care by Category: Value 2017-2022
  • Table 113 Sales of Sun Care by Category: % Value Growth 2017-2022
  • Table 114 Sales of Sun Care by Premium vs Mass: % Value 2017-2022
  • Table 115 NBO Company Shares of Sun Care: % Value 2018-2022
  • Table 116 LBN Brand Shares of Sun Care: % Value 2019-2022
  • Table 117 LBN Brand Shares of Premium Adult Sun Care: % Value 2019-2022
  • Table 118 Forecast Sales of Sun Care by Category: Value 2022-2027
  • Table 119 Forecast Sales of Sun Care by Category: % Value Growth 2022-2027