Beauty and Personal Care in Estonia
In 2023, the beauty and personal care landscape in Estonia recorded positive retail value growth, somewhat driven by increased price points. However, inflation was not as high as in 2022, which led retail volume growth in areas such as skin care, colour cosmetics, and baby and child-specific products.
Euromonitor International'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 2019-2023, allowing you to identify the sectors driving growth. Forecasts to 2028 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?
Euromonitor International'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 2019-2023, allowing you to identify the sectors driving growth. Forecasts to 2028 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.
Beauty and Personal Care in Estonia
Euromonitor International
April 2024
LIST OF CONTENTS AND TABLES
BEAUTY AND PERSONAL CARE IN ESTONIA
EXECUTIVE SUMMARY
Beauty and personal care in 2023: The big picture
2023 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 2018-2023
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2019-2023
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2019-2023
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2020-2023
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2018-2023
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2018-2023
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2023
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2023-2028
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN ESTONIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Mass products retain high levels of retail value sales as consumers appreciate affordable goods
Major global manufacturers offer good-quality, affordable mass items
International players lead with well-recognised and widely available brands
PROSPECTS AND OPPORTUNITIES
Mass products will continue to retain the lead as daily essentials drive sales
Bath and shower continues to be dominated by mass products
Local presence will remain low as global giants continue to lead
CATEGORY DATA
Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2019-2023
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2020-2023
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2023-2028
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2023-2028
PREMIUM BEAUTY AND PERSONAL CARE IN ESTONIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Solid growth driven by premium skin care as consumers invest in facial products
International players lead premium offerings, while small local players go niche
E-commerce plays an increasing role in growing the share of premium goods
PROSPECTS AND OPPORTUNITIES
Stronger growth than mass goods, driven by raising disposable incomes
Premium offerings in deodorants drives growth in the pharmacy channel
Consumers are willing to play higher prices for premium facial care
CATEGORY DATA
Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2019-2023
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2020-2023
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2023-2028
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2023-2028
BABY AND CHILD-SPECIFIC PRODUCTS IN ESTONIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Positive retail volume growth despite ongoing price inflation
Sun care is in demand as socialising and travel increases following COVID-19
Procter & Gamble retains the lead with well-established brand Pampers
PROSPECTS AND OPPORTUNITIES
While low birth rates challenge the landscape, purchasing power is set to recover
Skin care to remain a key growth driver, with innovation shaping the landscape
Private label could increase its foothold as pharmacies are also set to gain share
CATEGORY DATA
Table 23 Sales of Baby and Child-specific Products by Category: Value 2018-2023
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2019-2023
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2020-2023
Table 28 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2020-2023
Table 29 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2020-2023
Table 30 Forecast Sales of Baby and Child-specific Products by Category: Value 2023-2028
Table 31 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2023-2028
Table 32 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2023-2028
BATH AND SHOWER IN ESTONIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Solid growth driven by price increases and the return to ongoing socialising
Intimate hygiene gains ground as awareness of product benefits rises
Local products are popular; however, Colgate-Palmolive maintains its lead
PROSPECTS AND OPPORTUNITIES
The low appeal for premium goods challenges growth potential
Solid growth potential for male-targeted bath and shower goods
Convenient and eco-friendly products showcase growing demand
CATEGORY DATA
Table 33 Sales of Bath and Shower by Category: Value 2018-2023
Table 34 Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 35 Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023
Table 36 NBO Company Shares of Bath and Shower: % Value 2019-2023
Table 37 LBN Brand Shares of Bath and Shower: % Value 2020-2023
Table 38 LBN Brand Shares of Premium Bath and Shower: % Value 2020-2023
Table 39 Forecast Sales of Bath and Shower by Category: Value 2023-2028
Table 40 Forecast Sales of Bath and Shower by Category: % Value Growth 2023-2028
Table 41 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2023-2028
COLOUR COSMETICS IN ESTONIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Positive growth despite rising prices as consumers continue to seek quality
Simplicity and convenience are rising trends on the colour cosmetics landscape
Global players maintain the lead as L'Orйal retains its top spot in Estonia
PROSPECTS AND OPPORTUNITIES
The natural trend gains ground, aiding sales of BB/CC creams
Social media and innovative use of technology are changing the retail environment
Mass brands continue to lead the landscape across the early forecast period
CATEGORY DATA
Table 42 Sales of Colour Cosmetics by Category: Value 2018-2023
Table 43 Sales of Colour Cosmetics by Category: % Value Growth 2018-2023
Table 44 Sales of Colour Cosmetics by Premium vs Mass: % Value 2018-2023
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2019-2023
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2020-2023
Table 47 LBN Brand Shares of Premium Colour Cosmetics: % Value 2020-2023
Table 48 Forecast Sales of Colour Cosmetics by Category: Value 2023-2028
Table 49 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2023-2028
Table 50 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2023-2028
DEODORANTS IN ESTONIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Strong advertising campaigns and rising awareness drives retail value sales
Roll-ons remain the most popular format, while sticks drive retail growth
Old Spice focuses on strong advertising to drive growth in 2023
PROSPECTS AND OPPORTUNITIES
Deodorant sticks and creams drive growth, however levels remain low
Rising demand for more sophisticated products as purchasing power recovers
Products designed for men are set to gain ground in deodorants
CATEGORY DATA
Table 51 Sales of Deodorants by Category: Value 2018-2023
Table 52 Sales of Deodorants by Category: % Value Growth 2018-2023
Table 53 Sales of Deodorants by Premium vs Mass: % Value 2018-2023
Table 54 NBO Company Shares of Deodorants: % Value 2019-2023
Table 55 LBN Brand Shares of Deodorants: % Value 2020-2023
Table 56 LBN Brand Shares of Premium Deodorants: % Value 2020-2023
Table 57 Forecast Sales of Deodorants by Category: Value 2023-2028
Table 58 Forecast Sales of Deodorants by Category: % Value Growth 2023-2028
Table 59 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2023-2028
DEPILATORIES IN ESTONIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
The warm weather in 2023 leads depilatories to record a strong performance
Pre-shave continues to record a retail volume decline as substitutes challenge growth
Retailers look to increase competition on a landscape led by major players
PROSPECTS AND OPPORTUNITIES
Retail volume sales decline as maturity and laser hair removal are rising challenges
Economy hair removal could perform well if retailers diversified portfolios
Competition in razors to remain low, with Venus and Wilkinson continuing to dominate
CATEGORY DATA
Table 60 Sales of Depilatories by Category: Value 2018-2023
Table 61 Sales of Depilatories by Category: % Value Growth 2018-2023
Table 62 NBO Company Shares of Depilatories: % Value 2019-2023
Table 63 LBN Brand Shares of Depilatories: % Value 2020-2023
Table 64 Forecast Sales of Depilatories by Category: Value 2023-2028
Table 65 Forecast Sales of Depilatories by Category: % Value Growth 2023-2028
FRAGRANCES IN ESTONIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Growth for the premium landscape while mass fragrances struggle
Fragmentation on the landscape, however, classic fragrances remain in demand
Online prices and promotions attract consumers during 2023
PROSPECTS AND OPPORTUNITIES
Premium offerings continue to lead sales, as consumers appreciate affordable luxury
Celebrity and fashion fragrances create opportunities for growth on the mass landscape
Unisex fragrances appeal to younger consumers, including Generation Z
CATEGORY DATA
Table 66 Sales of Fragrances by Category: Value 2018-2023
Table 67 Sales of Fragrances by Category: % Value Growth 2018-2023
Table 68 NBO Company Shares of Fragrances: % Value 2019-2023
Table 69 LBN Brand Shares of Fragrances: % Value 2020-2023
Table 70 LBN Brand Shares of Premium Men's Fragrances: % Value 2020-2023
Table 71 LBN Brand Shares of Premium Women's Fragrances: % Value 2020-2023
Table 72 Forecast Sales of Fragrances by Category: Value 2023-2028
Table 73 Forecast Sales of Fragrances by Category: % Value Growth 2023-2028
HAIR CARE IN ESTONIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Professional hair care drives retail value and volume sales in 2023
Multinationals continue to lead with widely available, well-known brands
Limited presence of local brands on the hair care landscape
PROSPECTS AND OPPORTUNITIES
The recovery of purchasing power drives growth over the forecast period
Global players lead, however, opportunity exists for private label
Demand for professional products as consumers seek the salon experience at home
CATEGORY DATA
Table 74 Sales of Hair Care by Category: Value 2018-2023
Table 75 Sales of Hair Care by Category: % Value Growth 2018-2023
Table 76 Sales of Hair Care by Premium vs Mass: % Value 2018-2023
Table 77 NBO Company Shares of Hair Care: % Value 2019-2023
Table 78 LBN Brand Shares of Hair Care: % Value 2020-2023
Table 79 NBO Company Shares of Salon Professional Hair Care: % Value 2019-2023
Table 80 LBN Brand Shares of Salon Professional Hair Care: % Value 2020-2023
Table 81 LBN Brand Shares of Premium Hair Care: % Value 2020-2023
Table 82 Forecast Sales of Hair Care by Category: Value 2023-2028
Table 83 Forecast Sales of Hair Care by Category: % Value Growth 2023-2028
Table 84 Forecast Sales of Hair Care by Premium vs Mass: % Value 2023-2028
MEN'S GROOMING IN ESTONIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Positive retail value and volume growth led by men's fragrances
International players lead while Old Spice increases its advertising
Premium fragrances outperform mass fragrances in 2023
PROSPECTS AND OPPORTUNITIES
Competition from unisex and family products challenges ongoing retail volume growth
Shaving remains irregular as the strong trend for beards is rising
There is room for development in men's skin care
CATEGORY DATA
Table 85 Sales of Men’s Grooming by Category: Value 2018-2023
Table 86 Sales of Men’s Grooming by Category: % Value Growth 2018-2023
Table 87 Sales of Men's Razors and Blades by Type: % Value Breakdown 2020-2023
Table 88 Sales of Men's Skin Care by Type: % Value Breakdown 2020-2023
Table 89 NBO Company Shares of Men’s Grooming: % Value 2019-2023
Table 90 LBN Brand Shares of Men’s Grooming: % Value 2020-2023
Table 91 LBN Brand Shares of Men's Razors and Blades: % Value 2020-2023
Table 92 Forecast Sales of Men’s Grooming by Category: Value 2023-2028
Table 93 Forecast Sales of Men’s Grooming by Category: % Value Growth 2023-2028
ORAL CARE IN ESTONIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Rising education and increasing dental costs drive growth in oral care
The demand for denture care and electric toothbrushes grows, supported by rising availability
Colgate and Sensodyne remain the leading brands in 2023
PROSPECTS AND OPPORTUNITIES
Flat sales for the forecast period, with growth in value-added product areas
Toothpaste faces challenges being a highly saturated landscape
Dental floss sticks gain ground, driving growth through private label options
CATEGORY DATA
Table 94 Sales of Oral Care by Category: Value 2018-2023
Table 95 Sales of Oral Care by Category: % Value Growth 2018-2023
Table 96 Sales of Toothbrushes by Category: Value 2018-2023
Table 97 Sales of Toothbrushes by Category: % Value Growth 2018-2023
Table 98 Sales of Toothpaste by Type: % Value Breakdown 2019-2023
Table 99 NBO Company Shares of Oral Care: % Value 2019-2023
Table 100 LBN Brand Shares of Oral Care: % Value 2020-2023
Table 101 Forecast Sales of Oral Care by Category: Value 2023-2028
Table 102 Forecast Sales of Oral Care by Category: % Value Growth 2023-2028
Table 103 Forecast Sales of Toothbrushes by Category: Value 2023-2028
Table 104 Forecast Sales of Toothbrushes by Category: % Value Growth 2023-2028
SKIN CARE IN ESTONIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
A strong year for skin care products as facial routines remain firmly in place
Facial care drives sales with a wide product portfolio boosting growth
Global players maintain their lead as L’Orйal tops the skin care landscape
PROSPECTS AND OPPORTUNITIES
Positive growth as skin care is increasingly viewed as an essential product
Visible results and natural claims will continue to influence product development
Premium facial care drives ongoing growth as consumers invest in their appearance
CATEGORY DATA
Table 105 Sales of Skin Care by Category: Value 2018-2023
Table 106 Sales of Skin Care by Category: % Value Growth 2018-2023
Table 107 NBO Company Shares of Skin Care: % Value 2019-2023
Table 108 LBN Brand Shares of Skin Care: % Value 2020-2023
Table 109 LBN Brand Shares of Premium Skin Care: % Value 2020-2023
Table 110 Forecast Sales of Skin Care by Category: Value 2023-2028
Table 111 Forecast Sales of Skin Care by Category: % Value Growth 2023-2028
SUN CARE IN ESTONIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
The warm weather drives retail volume sales as consumers spend more time outside
Sun care benefits from increasing awareness of the dangers of sun exposure
International players lead, while local offerings have appeal in premium and mass products.
PROSPECTS AND OPPORTUNITIES
Hot and warm weather will remain key drivers of growth for sun protection
Consumers migrate from mass to premium sun care products, wanting the best for their skin
The blurring lines between skin care, colour cosmetics and sun care
CATEGORY DATA
Table 112 Sales of Sun Care by Category: Value 2018-2023
Table 113 Sales of Sun Care by Category: % Value Growth 2018-2023
Table 114 Sales of Sun Care by Premium vs Mass: % Value 2018-2023
Table 115 NBO Company Shares of Sun Care: % Value 2019-2023
Table 116 LBN Brand Shares of Sun Care: % Value 2020-2023
Table 117 LBN Brand Shares of Premium Adult Sun Care: % Value 2020-2023
Table 118 Forecast Sales of Sun Care by Category: Value 2023-2028
Table 119 Forecast Sales of Sun Care by Category: % Value Growth 2023-2028
Euromonitor International
April 2024
LIST OF CONTENTS AND TABLES
BEAUTY AND PERSONAL CARE IN ESTONIA
EXECUTIVE SUMMARY
Beauty and personal care in 2023: The big picture
2023 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 2018-2023
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2019-2023
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2019-2023
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2020-2023
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2018-2023
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2018-2023
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2023
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2023-2028
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN ESTONIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Mass products retain high levels of retail value sales as consumers appreciate affordable goods
Major global manufacturers offer good-quality, affordable mass items
International players lead with well-recognised and widely available brands
PROSPECTS AND OPPORTUNITIES
Mass products will continue to retain the lead as daily essentials drive sales
Bath and shower continues to be dominated by mass products
Local presence will remain low as global giants continue to lead
CATEGORY DATA
Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2019-2023
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2020-2023
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2023-2028
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2023-2028
PREMIUM BEAUTY AND PERSONAL CARE IN ESTONIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Solid growth driven by premium skin care as consumers invest in facial products
International players lead premium offerings, while small local players go niche
E-commerce plays an increasing role in growing the share of premium goods
PROSPECTS AND OPPORTUNITIES
Stronger growth than mass goods, driven by raising disposable incomes
Premium offerings in deodorants drives growth in the pharmacy channel
Consumers are willing to play higher prices for premium facial care
CATEGORY DATA
Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2019-2023
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2020-2023
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2023-2028
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2023-2028
BABY AND CHILD-SPECIFIC PRODUCTS IN ESTONIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Positive retail volume growth despite ongoing price inflation
Sun care is in demand as socialising and travel increases following COVID-19
Procter & Gamble retains the lead with well-established brand Pampers
PROSPECTS AND OPPORTUNITIES
While low birth rates challenge the landscape, purchasing power is set to recover
Skin care to remain a key growth driver, with innovation shaping the landscape
Private label could increase its foothold as pharmacies are also set to gain share
CATEGORY DATA
Table 23 Sales of Baby and Child-specific Products by Category: Value 2018-2023
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2019-2023
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2020-2023
Table 28 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2020-2023
Table 29 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2020-2023
Table 30 Forecast Sales of Baby and Child-specific Products by Category: Value 2023-2028
Table 31 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2023-2028
Table 32 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2023-2028
BATH AND SHOWER IN ESTONIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Solid growth driven by price increases and the return to ongoing socialising
Intimate hygiene gains ground as awareness of product benefits rises
Local products are popular; however, Colgate-Palmolive maintains its lead
PROSPECTS AND OPPORTUNITIES
The low appeal for premium goods challenges growth potential
Solid growth potential for male-targeted bath and shower goods
Convenient and eco-friendly products showcase growing demand
CATEGORY DATA
Table 33 Sales of Bath and Shower by Category: Value 2018-2023
Table 34 Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 35 Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023
Table 36 NBO Company Shares of Bath and Shower: % Value 2019-2023
Table 37 LBN Brand Shares of Bath and Shower: % Value 2020-2023
Table 38 LBN Brand Shares of Premium Bath and Shower: % Value 2020-2023
Table 39 Forecast Sales of Bath and Shower by Category: Value 2023-2028
Table 40 Forecast Sales of Bath and Shower by Category: % Value Growth 2023-2028
Table 41 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2023-2028
COLOUR COSMETICS IN ESTONIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Positive growth despite rising prices as consumers continue to seek quality
Simplicity and convenience are rising trends on the colour cosmetics landscape
Global players maintain the lead as L'Orйal retains its top spot in Estonia
PROSPECTS AND OPPORTUNITIES
The natural trend gains ground, aiding sales of BB/CC creams
Social media and innovative use of technology are changing the retail environment
Mass brands continue to lead the landscape across the early forecast period
CATEGORY DATA
Table 42 Sales of Colour Cosmetics by Category: Value 2018-2023
Table 43 Sales of Colour Cosmetics by Category: % Value Growth 2018-2023
Table 44 Sales of Colour Cosmetics by Premium vs Mass: % Value 2018-2023
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2019-2023
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2020-2023
Table 47 LBN Brand Shares of Premium Colour Cosmetics: % Value 2020-2023
Table 48 Forecast Sales of Colour Cosmetics by Category: Value 2023-2028
Table 49 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2023-2028
Table 50 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2023-2028
DEODORANTS IN ESTONIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Strong advertising campaigns and rising awareness drives retail value sales
Roll-ons remain the most popular format, while sticks drive retail growth
Old Spice focuses on strong advertising to drive growth in 2023
PROSPECTS AND OPPORTUNITIES
Deodorant sticks and creams drive growth, however levels remain low
Rising demand for more sophisticated products as purchasing power recovers
Products designed for men are set to gain ground in deodorants
CATEGORY DATA
Table 51 Sales of Deodorants by Category: Value 2018-2023
Table 52 Sales of Deodorants by Category: % Value Growth 2018-2023
Table 53 Sales of Deodorants by Premium vs Mass: % Value 2018-2023
Table 54 NBO Company Shares of Deodorants: % Value 2019-2023
Table 55 LBN Brand Shares of Deodorants: % Value 2020-2023
Table 56 LBN Brand Shares of Premium Deodorants: % Value 2020-2023
Table 57 Forecast Sales of Deodorants by Category: Value 2023-2028
Table 58 Forecast Sales of Deodorants by Category: % Value Growth 2023-2028
Table 59 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2023-2028
DEPILATORIES IN ESTONIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
The warm weather in 2023 leads depilatories to record a strong performance
Pre-shave continues to record a retail volume decline as substitutes challenge growth
Retailers look to increase competition on a landscape led by major players
PROSPECTS AND OPPORTUNITIES
Retail volume sales decline as maturity and laser hair removal are rising challenges
Economy hair removal could perform well if retailers diversified portfolios
Competition in razors to remain low, with Venus and Wilkinson continuing to dominate
CATEGORY DATA
Table 60 Sales of Depilatories by Category: Value 2018-2023
Table 61 Sales of Depilatories by Category: % Value Growth 2018-2023
Table 62 NBO Company Shares of Depilatories: % Value 2019-2023
Table 63 LBN Brand Shares of Depilatories: % Value 2020-2023
Table 64 Forecast Sales of Depilatories by Category: Value 2023-2028
Table 65 Forecast Sales of Depilatories by Category: % Value Growth 2023-2028
FRAGRANCES IN ESTONIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Growth for the premium landscape while mass fragrances struggle
Fragmentation on the landscape, however, classic fragrances remain in demand
Online prices and promotions attract consumers during 2023
PROSPECTS AND OPPORTUNITIES
Premium offerings continue to lead sales, as consumers appreciate affordable luxury
Celebrity and fashion fragrances create opportunities for growth on the mass landscape
Unisex fragrances appeal to younger consumers, including Generation Z
CATEGORY DATA
Table 66 Sales of Fragrances by Category: Value 2018-2023
Table 67 Sales of Fragrances by Category: % Value Growth 2018-2023
Table 68 NBO Company Shares of Fragrances: % Value 2019-2023
Table 69 LBN Brand Shares of Fragrances: % Value 2020-2023
Table 70 LBN Brand Shares of Premium Men's Fragrances: % Value 2020-2023
Table 71 LBN Brand Shares of Premium Women's Fragrances: % Value 2020-2023
Table 72 Forecast Sales of Fragrances by Category: Value 2023-2028
Table 73 Forecast Sales of Fragrances by Category: % Value Growth 2023-2028
HAIR CARE IN ESTONIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Professional hair care drives retail value and volume sales in 2023
Multinationals continue to lead with widely available, well-known brands
Limited presence of local brands on the hair care landscape
PROSPECTS AND OPPORTUNITIES
The recovery of purchasing power drives growth over the forecast period
Global players lead, however, opportunity exists for private label
Demand for professional products as consumers seek the salon experience at home
CATEGORY DATA
Table 74 Sales of Hair Care by Category: Value 2018-2023
Table 75 Sales of Hair Care by Category: % Value Growth 2018-2023
Table 76 Sales of Hair Care by Premium vs Mass: % Value 2018-2023
Table 77 NBO Company Shares of Hair Care: % Value 2019-2023
Table 78 LBN Brand Shares of Hair Care: % Value 2020-2023
Table 79 NBO Company Shares of Salon Professional Hair Care: % Value 2019-2023
Table 80 LBN Brand Shares of Salon Professional Hair Care: % Value 2020-2023
Table 81 LBN Brand Shares of Premium Hair Care: % Value 2020-2023
Table 82 Forecast Sales of Hair Care by Category: Value 2023-2028
Table 83 Forecast Sales of Hair Care by Category: % Value Growth 2023-2028
Table 84 Forecast Sales of Hair Care by Premium vs Mass: % Value 2023-2028
MEN'S GROOMING IN ESTONIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Positive retail value and volume growth led by men's fragrances
International players lead while Old Spice increases its advertising
Premium fragrances outperform mass fragrances in 2023
PROSPECTS AND OPPORTUNITIES
Competition from unisex and family products challenges ongoing retail volume growth
Shaving remains irregular as the strong trend for beards is rising
There is room for development in men's skin care
CATEGORY DATA
Table 85 Sales of Men’s Grooming by Category: Value 2018-2023
Table 86 Sales of Men’s Grooming by Category: % Value Growth 2018-2023
Table 87 Sales of Men's Razors and Blades by Type: % Value Breakdown 2020-2023
Table 88 Sales of Men's Skin Care by Type: % Value Breakdown 2020-2023
Table 89 NBO Company Shares of Men’s Grooming: % Value 2019-2023
Table 90 LBN Brand Shares of Men’s Grooming: % Value 2020-2023
Table 91 LBN Brand Shares of Men's Razors and Blades: % Value 2020-2023
Table 92 Forecast Sales of Men’s Grooming by Category: Value 2023-2028
Table 93 Forecast Sales of Men’s Grooming by Category: % Value Growth 2023-2028
ORAL CARE IN ESTONIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Rising education and increasing dental costs drive growth in oral care
The demand for denture care and electric toothbrushes grows, supported by rising availability
Colgate and Sensodyne remain the leading brands in 2023
PROSPECTS AND OPPORTUNITIES
Flat sales for the forecast period, with growth in value-added product areas
Toothpaste faces challenges being a highly saturated landscape
Dental floss sticks gain ground, driving growth through private label options
CATEGORY DATA
Table 94 Sales of Oral Care by Category: Value 2018-2023
Table 95 Sales of Oral Care by Category: % Value Growth 2018-2023
Table 96 Sales of Toothbrushes by Category: Value 2018-2023
Table 97 Sales of Toothbrushes by Category: % Value Growth 2018-2023
Table 98 Sales of Toothpaste by Type: % Value Breakdown 2019-2023
Table 99 NBO Company Shares of Oral Care: % Value 2019-2023
Table 100 LBN Brand Shares of Oral Care: % Value 2020-2023
Table 101 Forecast Sales of Oral Care by Category: Value 2023-2028
Table 102 Forecast Sales of Oral Care by Category: % Value Growth 2023-2028
Table 103 Forecast Sales of Toothbrushes by Category: Value 2023-2028
Table 104 Forecast Sales of Toothbrushes by Category: % Value Growth 2023-2028
SKIN CARE IN ESTONIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
A strong year for skin care products as facial routines remain firmly in place
Facial care drives sales with a wide product portfolio boosting growth
Global players maintain their lead as L’Orйal tops the skin care landscape
PROSPECTS AND OPPORTUNITIES
Positive growth as skin care is increasingly viewed as an essential product
Visible results and natural claims will continue to influence product development
Premium facial care drives ongoing growth as consumers invest in their appearance
CATEGORY DATA
Table 105 Sales of Skin Care by Category: Value 2018-2023
Table 106 Sales of Skin Care by Category: % Value Growth 2018-2023
Table 107 NBO Company Shares of Skin Care: % Value 2019-2023
Table 108 LBN Brand Shares of Skin Care: % Value 2020-2023
Table 109 LBN Brand Shares of Premium Skin Care: % Value 2020-2023
Table 110 Forecast Sales of Skin Care by Category: Value 2023-2028
Table 111 Forecast Sales of Skin Care by Category: % Value Growth 2023-2028
SUN CARE IN ESTONIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
The warm weather drives retail volume sales as consumers spend more time outside
Sun care benefits from increasing awareness of the dangers of sun exposure
International players lead, while local offerings have appeal in premium and mass products.
PROSPECTS AND OPPORTUNITIES
Hot and warm weather will remain key drivers of growth for sun protection
Consumers migrate from mass to premium sun care products, wanting the best for their skin
The blurring lines between skin care, colour cosmetics and sun care
CATEGORY DATA
Table 112 Sales of Sun Care by Category: Value 2018-2023
Table 113 Sales of Sun Care by Category: % Value Growth 2018-2023
Table 114 Sales of Sun Care by Premium vs Mass: % Value 2018-2023
Table 115 NBO Company Shares of Sun Care: % Value 2019-2023
Table 116 LBN Brand Shares of Sun Care: % Value 2020-2023
Table 117 LBN Brand Shares of Premium Adult Sun Care: % Value 2020-2023
Table 118 Forecast Sales of Sun Care by Category: Value 2023-2028
Table 119 Forecast Sales of Sun Care by Category: % Value Growth 2023-2028
