Consumer Health in Estonia

Report
81 Pages
September 2023
Region: Estonia
Euromonitor International
ID: 2598290

Many OTC categories in Estonia, including cough and cold, experienced strong decline during COVID-19; however, sales are returning to their pre-pandemic performance in 2023 as viral illness are circulating more following the lifting of pandemic restrictions. The impact of war in Ukraine is no longer evident in 2023 after growth in some categories during 2022, especially cheaper analgesics such as acetaminophen, which were widely purchased for Ukraine.

The analyst's Consumer Health 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:
Allergy Care, Herbal/Traditional Products, OTC, Paediatric Consumer Health, Sports Nutrition, Vitamins and Dietary Supplements, Weight Management and Wellbeing.

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

Why buy this report?

Get a detailed picture of the Consumer Health 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.

CONSUMER HEALTH IN ESTONIA

EXECUTIVE SUMMARY

Consumer health in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
What next for consumer health?

MARKET INDICATORS

Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2018-2023
Table 2 Life Expectancy at Birth 2018-2023

MARKET DATA

Table 3 Sales of Consumer Health by Category: Value 2018-2023
Table 4 Sales of Consumer Health by Category: % Value Growth 2018-2023
Table 5 NBO Company Shares of Consumer Health: % Value 2019-2023
Table 6 LBN Brand Shares of Consumer Health: % Value 2020-2023
Table 7 Penetration of Private Label by Category: % Value 2018-2023
Table 8 Distribution of Consumer Health by Format: % Value 2018-2023
Table 9 Distribution of Consumer Health by Format and Category: % Value 2023
Table 10 Forecast Sales of Consumer Health by Category: Value 2023-2028
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2023-2028

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
Summary 1 OTC: Switches 2022-2023

DISCLAIMERDEFINITIONS

SOURCES

Summary 2 Research Sources

ANALGESICS IN ESTONIAKEY DATA FINDINGS

2023 DEVELOPMENTS

Return to pre-pandemic performance
Solpadeine loses share following switch to Rx in 2023
Nycomed SEFA leads, holding large shares in ibuprofen and acetaminophen

PROSPECTS AND OPPORTUNITIES

Moderate growth expected in a saturated market
Conservatism of products and formats
Saturation and low birth hamper further growth of paediatric analgesics

CATEGORY DATA

Table 12 Sales of Analgesics by Category: Value 2018-2023
Table 13 Sales of Analgesics by Category: % Value Growth 2018-2023
Table 14 NBO Company Shares of Analgesics: % Value 2019-2023
Table 15 LBN Brand Shares of Analgesics: % Value 2020-2023
Table 16 Forecast Sales of Analgesics by Category: Value 2023-2028
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2023-2028

COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES IN ESTONIAKEY DATA FINDINGS

2023 DEVELOPMENTS

Seasonal colds and flus drive demand for cough, cold and allergy (hay fever) remedies
Combination products record the highest growth as they are perceived to be quick in resolving symptoms
International players with trusted brands maintain their dominance

PROSPECTS AND OPPORTUNITIES

Estonia’s climate will ensure further moderate growth over the forecast period
Rising competition from products that offer natural ingredients
Ongoing popularity of antihistamines/allergy remedies

CATEGORY DATA

Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2018-2023
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2018-2023
Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2019-2023
Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2020-2023
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2023-2028
Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2023-2028

DIGESTIVE REMEDIES IN ESTONIAKEY DATA FINDINGS

2023 DEVELOPMENTS

Rising demand with the return to busy pre-pandemic lifestyles
H2 blockers continue to lose ground
Brands suitable for both adults and children remain popular in Estonia

PROSPECTS AND OPPORTUNITIES

Rising health focus dampens future growth
Potential for paediatric digestive remedies
Digestive enzymes will continue to be popular

CATEGORY DATA

Table 24 Sales of Digestive Remedies by Category: Value 2018-2023
Table 25 Sales of Digestive Remedies by Category: % Value Growth 2018-2023
Table 26 NBO Company Shares of Digestive Remedies: % Value 2019-2023
Table 27 LBN Brand Shares of Digestive Remedies: % Value 2020-2023
Table 28 Forecast Sales of Digestive Remedies by Category: Value 2023-2028
Table 29 Forecast Sales of Digestive Remedies by Category: % Value Growth 2023-2028

DERMATOLOGICALS IN ESTONIAKEY DATA FINDINGS

2023 DEVELOPMENTS

Return to normal life benefits dermatologicals in 2023
E-commerce continues to grow, helping consumers overcome stigmas related to dermatological conditions
GSK Consumer Healthcare leads with its well-known and widely available brands

PROSPECTS AND OPPORTUNITIES

Overall stagnation with pockets of growth
Rising health awareness hampers growth
Hair loss treatment has a strong potential for growth

CATEGORY DATA

Table 30 Sales of Dermatologicals by Category: Value 2018-2023
Table 31 Sales of Dermatologicals by Category: % Value Growth 2018-2023
Table 32 NBO Company Shares of Dermatologicals: % Value 2019-2023
Table 33 LBN Brand Shares of Dermatologicals: % Value 2020-2023
Table 34 Forecast Sales of Dermatologicals by Category: Value 2023-2028
Table 35 Forecast Sales of Dermatologicals by Category: % Value Growth 2023-2028

WOUND CARE IN ESTONIAKEY DATA FINDINGS

2023 DEVELOPMENTS

Rising demand for small trauma treatments with return of active lifestyles
Sticking plasters/adhesive bandages benefits from being a common household item
Beiersdorf maintains its clear lead in 2023

PROSPECTS AND OPPORTUNITIES

Market saturation hampers future growth
Rising private label presence as it offers both improving quality and attractive pricing
Multiple purchases of first aid kits are unnecessary

CATEGORY DATA

Table 36 Sales of Wound Care by Category: Value 2018-2023
Table 37 Sales of Wound Care by Category: % Value Growth 2018-2023
Table 38 NBO Company Shares of Wound Care: % Value 2019-2023
Table 39 LBN Brand Shares of Wound Care: % Value 2020-2023
Table 40 Forecast Sales of Wound Care by Category: Value 2023-2028
Table 41 Forecast Sales of Wound Care by Category: % Value Growth 2023-2028

VITAMINS IN ESTONIAKEY DATA FINDINGS

2023 DEVELOPMENTS

Decline across the board following strong growth during the pandemic
Private label growth thanks to improving quality and attractive pricing
Repforce OÜ retains its clear lead in 2023

PROSPECTS AND OPPORTUNITIES

Stable performance, with rising demand for vitamins B and D
Single vitamins to outperform multivitamins
Price-based promotions as competition rises over the forecast period

CATEGORY DATA

Table 42 Sales of Vitamins by Category: Value 2018-2023
Table 43 Sales of Vitamins by Category: % Value Growth 2018-2023
Table 44 Sales of Multivitamins by Positioning: % Value 2018-2023
Table 45 NBO Company Shares of Vitamins: % Value 2019-2023
Table 46 LBN Brand Shares of Vitamins: % Value 2020-2023
Table 47 Forecast Sales of Vitamins by Category: Value 2023-2028
Table 48 Forecast Sales of Vitamins by Category: % Value Growth 2023-2028

DIETARY SUPPLEMENTS IN ESTONIAKEY DATA FINDINGS

2023 DEVELOPMENTS

Consumers continue to seek products to aid immunity and remain healthy
Prevention is key
Local prodigy Rõõm performing well thanks to strong marketing and packaging

PROSPECTS AND OPPORTUNITIES

Saturation and consumer scepticism challenge growth
Private label growth thanks to strong pharmacy presence, improving quality and attractive pricing
Probiotics after antibiotics

CATEGORY DATA

Table 49 Sales of Dietary Supplements by Category: Value 2018-2023
Table 50 Sales of Dietary Supplements by Category: % Value Growth 2018-2023
Table 51 Sales of Dietary Supplements by Positioning: % Value 2018-2023
Table 52 NBO Company Shares of Dietary Supplements: % Value 2019-2023
Table 53 LBN Brand Shares of Dietary Supplements: % Value 2020-2023
Table 54 Forecast Sales of Dietary Supplements by Category: Value 2023-2028
Table 55 Forecast Sales of Dietary Supplements by Category: % Value Growth 2023-2028

WEIGHT MANAGEMENT AND WELLBEING IN ESTONIAKEY DATA FINDINGS

2023 DEVELOPMENTS

Weight management products have a low consumer base in Estonia
Meal replacement loses ground to sports nutrition
Leader Herbalife no longer positioning itself as only a weight management brand

PROSPECTS AND OPPORTUNITIES

Category will remain niche
Sports-related marketing message to compete with sports nutrition
Slimming tea decline set to continue

CATEGORY DATA

Table 56 Sales of Weight Management and Wellbeing by Category: Value 2018-2023
Table 57 Sales of Weight Management and Wellbeing by Category: % Value Growth 2018-2023
Table 58 NBO Company Shares of Weight Management and Wellbeing: % Value 2019-2023
Table 59 LBN Brand Shares of Weight Management and Wellbeing: % Value 2020-2023
Table 60 Forecast Sales of Weight Management and Wellbeing by Category: Value 2023-2028
Table 61 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2023-2028

SPORTS NUTRITION IN ESTONIAKEY DATA FINDINGS

2023 DEVELOPMENTS

Increasingly healthy lifestyles and rising nutrition education benefit sales in 2023
Protein bars see rising popularity as a healthier alternative to confectionery snacks
Baltic Nutrition Partners retains its lead of a fragmented landscape

PROSPECTS AND OPPORTUNITIES

Sports nutrition will continue to outperform other consumer health categories
Snacking on protein will benefit protein bars
Consumers demand products that help a quick recovery

CATEGORY DATA

Table 62 Sales of Sports Nutrition by Category: Value 2018-2023
Table 63 Sales of Sports Nutrition by Category: % Value Growth 2018-2023
Table 64 NBO Company Shares of Sports Nutrition: % Value 2019-2023
Table 65 LBN Brand Shares of Sports Nutrition: % Value 2020-2023
Table 66 Forecast Sales of Sports Nutrition by Category: Value 2023-2028
Table 67 Forecast Sales of Sports Nutrition by Category: % Value Growth 2023-2028

HERBAL/TRADITIONAL PRODUCTS IN ESTONIAKEY DATA FINDINGS

2023 DEVELOPMENTS

Growing trend of products with natural ingredients
Harsh climate means colds are common
Regulation matters

PROSPECTS AND OPPORTUNITIES

Stagnation expected in a saturated category
Sales of cough and cold products will continue to be supported by the climate
Global brands set to dominate

CATEGORY DATA

Table 68 Sales of Herbal/Traditional Products: Value 2018-2023
Table 69 Sales of Herbal/Traditional Products: % Value Growth 2018-2023
Table 70 NBO Company Shares of Herbal/Traditional Products: % Value 2019-2023
Table 71 LBN Brand Shares of Herbal/Traditional Products: % Value 2020-2023
Table 72 Forecast Sales of Herbal/Traditional Products: Value 2023-2028
Table 73 Forecast Sales of Herbal/Traditional Products: % Value Growth 2023-2028

PAEDIATRIC CONSUMER HEALTH IN ESTONIAKEY DATA FINDINGS

2023 DEVELOPMENTS

Return to school drives growth in 2023
Coughs and colds boost sales of paediatric ibuprofen
VDS growth supported by parents’ concerns following the pandemic

PROSPECTS AND OPPORTUNITIES

Declining birth rate impacts future growth
Chemists/pharmacies to maintain its leading position, while e-commerce grows
Climate ensures further demand for cough and cold remedies

CATEGORY DATA

Table 74 Sales of Paediatric Consumer Health by Category: Value 2018-2023
Table 75 Sales of Paediatric Consumer Health by Category: % Value Growth 2018-2023
Table 76 Forecast Sales of Paediatric Consumer Health by Category: Value 2023-2028
Table 77 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2023-2028

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