Beauty and Personal Care in Ghana
In 2022, beauty and personal care is no longer being impacted by the COVID-19 pandemic, however, global inflation rates are causing prices to rise and consumers to change their consumption habits. Meanwhile, more modern attitudes towards personal grooming and rising exposure to global style and fashion trends due to widening internet access are supporting demand for a wider range of products, including sophisticated items and premium brands. Traditional alternatives and counterfeit brands remain...
Euromonitor International's Beauty and Personal Care in Ghana 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?
Euromonitor International's Beauty and Personal Care in Ghana 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.
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'Or?al 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
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'Or?al 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
