Table of Content

Consumer Health in Estonia
Euromonitor International
October 2021

List Of Contents And Tables

CONSUMER HEALTH IN ESTONIA
EXECUTIVE SUMMARY
Consumer health in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for consumer health?
MARKET INDICATORS
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2016-2021
Table 2 Life Expectancy at Birth 2016-2021
MARKET DATA
Table 3 Sales of Consumer Health by Category: Value 2016-2021
Table 4 Sales of Consumer Health by Category: % Value Growth 2016-2021
Table 5 NBO Company Shares of Consumer Health: % Value 2017-2021
Table 6 LBN Brand Shares of Consumer Health: % Value 2018-2021
Table 7 Penetration of Private Label by Category: % Value 2016-2021
Table 8 Distribution of Consumer Health by Format: % Value 2016-2021
Table 9 Distribution of Consumer Health by Format and Category: % Value 2021
Table 10 Forecast Sales of Consumer Health by Category: Value 2021-2026
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2021-2026
APPENDIX
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
Summary 1 OTC: Switches 2020-2021
DISCLAIMER
DEFINITIONS
SOURCES
Summary 2 Research Sources
ANALGESICS IN ESTONIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Balancing of the market, with Naproxen growing fast
Leading Ibumetin is increasingly challenged
GSK Consumer Healthcare maintains its lead
PROSPECTS AND OPPORTUNITIES
Saturated market with limited growth potential
Stability in consumer preferences
Sales of paediatric analgesics impacted by shrinking consumer base
CATEGORY DATA
Table 12 Sales of Analgesics by Category: Value 2016-2021
Table 13 Sales of Analgesics by Category: % Value Growth 2016-2021
Table 14 NBO Company Shares of Analgesics: % Value 2017-2021
Table 15 LBN Brand Shares of Analgesics: % Value 2018-2021
Table 16 Forecast Sales of Analgesics by Category: Value 2021-2026
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2021-2026
COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES IN ESTONIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Negative impact of COVID-19 continues in 2021, especially for paediatric remedies
Ongoing allergies and hay fever benefit antihistamines/allergy remedies
International players with trusted brands maintain their dominance
PROSPECTS AND OPPORTUNITIES
Sales back on track in 2022
Competitive stability expected
Natural treatments may increasingly appeal to consumers
CATEGORY DATA
Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2016-2021
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2016-2021
Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2017-2021
Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2018-2021
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2021-2026
Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2021-2026
DIGESTIVE REMEDIES IN ESTONIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Slow down after 2020 high base
Continuous reflux problems
Established players and brands generate the biggest shares of digestive remedies
PROSPECTS AND OPPORTUNITIES
Moderate growth following strong review period performance
Increasing self-medication trend
Opportunities exist in untapped and niche categories
CATEGORY DATA
Table 24 Sales of Digestive Remedies by Category: Value 2016-2021
Table 25 Sales of Digestive Remedies by Category: % Value Growth 2016-2021
Table 26 NBO Company Shares of Digestive Remedies: % Value 2017-2021
Table 27 LBN Brand Shares of Digestive Remedies: % Value 2018-2021
Table 28 Forecast Sales of Digestive Remedies by Category: Value 2021-2026
Table 29 Forecast Sales of Digestive Remedies by Category: % Value Growth 2021-2026
DERMATOLOGICALS IN ESTONIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Stagnant performance in 2021 following a strong 2020 due to COVID-19
Self-medication prevails and e-commerce channels grow as stigma lingers
GSK Consumer Healthcare leads with its well-known and widely available brands
PROSPECTS AND OPPORTUNITIES
Stagnation as consumers are increasingly educated and health aware
Ongoing demand expected for vaginal antifungals and topical allergy remedies
Possible strengthening of domestic producers
CATEGORY DATA
Table 30 Sales of Dermatologicals by Category: Value 2016-2021
Table 31 Sales of Dermatologicals by Category: % Value Growth 2016-2021
Table 32 NBO Company Shares of Dermatologicals: % Value 2017-2021
Table 33 LBN Brand Shares of Dermatologicals: % Value 2018-2021
Table 34 Forecast Sales of Dermatologicals by Category: Value 2021-2026
Table 35 Forecast Sales of Dermatologicals by Category: % Value Growth 2021-2026
WOUND CARE IN ESTONIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Sales impacted by saturation in sticking plasters
Fastest growth in first aid kits with a rising interest in outdoor activities
Leading brands lose share to private label
PROSPECTS AND OPPORTUNITIES
Limited growth, unless value added with innovation
Rising competition from private label with its improving quality and attractive pricing
Consumers’ opting for cheaper products hampers growth of first aid kits
CATEGORY DATA
Table 36 Sales of Wound Care by Category: Value 2016-2021
Table 37 Sales of Wound Care by Category: % Value Growth 2016-2021
Table 38 NBO Company Shares of Wound Care: % Value 2017-2021
Table 39 LBN Brand Shares of Wound Care: % Value 2018-2021
Table 40 Forecast Sales of Wound Care by Category: Value 2021-2026
Table 41 Forecast Sales of Wound Care by Category: % Value Growth 2021-2026
VITAMINS IN ESTONIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Consumers seek to strengthen their immunity and boost their general health with vitamins
Fragmented market with sales driven by health and wellness trend
Repforce O? takes the lead from GSK Consumer Healthcare in 2021
PROSPECTS AND OPPORTUNITIES
Slowed growth following dynamic performance due to COVID-19
Single vitamins’ sales supported by doctors’ recommendations and weather
Rising competition and more price-based promotions expected over the forecast period
CATEGORY DATA
Table 42 Sales of Vitamins by Category: Value 2016-2021
Table 43 Sales of Vitamins by Category: % Value Growth 2016-2021
Table 44 Sales of Multivitamins by Positioning: % Value 2016-2021
Table 45 NBO Company Shares of Vitamins: % Value 2017-2021
Table 46 LBN Brand Shares of Vitamins: % Value 2018-2021
Table 47 Forecast Sales of Vitamins by Category: Value 2021-2026
Table 48 Forecast Sales of Vitamins by Category: % Value Growth 2021-2026
DIETARY SUPPLEMENTS IN ESTONIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Moderate growth in 2021 with a rising interest in a more diverse range of dietary supplements
Garlic as the best natural immunity booster
Orkla Health leads, anchored in the chemists/pharmacies channel
PROSPECTS AND OPPORTUNITIES
Moderate growth expected with doubts about the effectiveness of dietary supplements
Ongoing fragmentation and rising popularity of private label
Strong effort will be needed to attract consumers
CATEGORY DATA
Table 49 Sales of Dietary Supplements by Category: Value 2016-2021
Table 50 Sales of Dietary Supplements by Category: % Value Growth 2016-2021
Table 51 Sales of Dietary Supplements by Positioning: % Value 2016-2021
Table 52 NBO Company Shares of Dietary Supplements: % Value 2017-2021
Table 53 LBN Brand Shares of Dietary Supplements: % Value 2018-2021
Table 54 Forecast Sales of Dietary Supplements by Category: Value 2021-2026
Table 55 Forecast Sales of Dietary Supplements by Category: % Value Growth 2021-2026
WEIGHT MANAGEMENT AND WELLBEING IN ESTONIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Low sales base as exercise and healthy diet are preferred
Meal replacement increasingly available
Direct selling heavyweight Herbalife Nutrition maintains its lead
PROSPECTS AND OPPORTUNITIES
No bright future as consumers continue to focus on sports and diets
Potential of convenient formats in meal replacement
Healthy competition is set to stimulate weight loss supplements
CATEGORY DATA
Table 56 Sales of Weight Management and Wellbeing by Category: Value 2016-2021
Table 57 Sales of Weight Management and Wellbeing by Category: % Value Growth 2016-2021
Table 58 NBO Company Shares of Weight Management and Wellbeing: % Value 2017-2021
Table 59 LBN Brand Shares of Weight Management and Wellbeing: % Value 2018-2021
Table 60 Forecast Sales of Weight Management and Wellbeing by Category: Value 2021-2026
Table 61 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2021-2026
SPORTS NUTRITION IN ESTONIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Market revival with the reopening of gyms in 2021
Enhanced base of protein users
Baltic Nutrition Partners leads a fairly fragmented category
PROSPECTS AND OPPORTUNITIES
Health and wellness trend supports future growth
Non-protein products benefit from a wide product range
Fragmentation via wider accessibility
CATEGORY DATA
Table 62 Sales of Sports Nutrition by Category: Value 2016-2021
Table 63 Sales of Sports Nutrition by Category: % Value Growth 2016-2021
Table 64 NBO Company Shares of Sports Nutrition: % Value 2017-2021
Table 65 LBN Brand Shares of Sports Nutrition: % Value 2018-2021
Table 66 Forecast Sales of Sports Nutrition by Category: Value 2021-2026
Table 67 Forecast Sales of Sports Nutrition by Category: % Value Growth 2021-2026
HERBAL/TRADITIONAL PRODUCTS IN ESTONIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Health-friendlier herbal/traditional products record further growth
Harsh climate supports sales of herbal/traditional cough and cold herbal products
More ways to reach consumers thanks to less red tape
PROSPECTS AND OPPORTUNITIES
Moderate growth due to saturation
Semi-industrial image may ensure brands’ success
Omnichannel approach
CATEGORY DATA
Table 68 Sales of Herbal/Traditional Products: Value 2016-2021
Table 69 Sales of Herbal/Traditional Products: % Value Growth 2016-2021
Table 70 NBO Company Shares of Herbal/Traditional Products: % Value 2017-2021
Table 71 LBN Brand Shares of Herbal/Traditional Products: % Value 2018-2021
Table 72 Forecast Sales of Herbal/Traditional Products: Value 2021-2026
Table 73 Forecast Sales of Herbal/Traditional Products: % Value Growth 2021-2026
PAEDIATRIC CONSUMER HEALTH IN ESTONIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Stay home, stay healthy
Paediatric vitamins and dietary supplements and nappy rash treatment as the only areas of growth in 2021
Nurofen is the king
PROSPECTS AND OPPORTUNITIES
Back to business in 2022 with the opening of schools
Well-established, trusted brands will continue to fare well
Chemists/pharmacies to maintain their leading position, with growth of e-commerce
CATEGORY DATA
Table 74 Sales of Paediatric Consumer Health by Category: Value 2016-2021
Table 75 Sales of Paediatric Consumer Health by Category: % Value Growth 2016-2021
Table 76 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2016-2021
Table 77 Forecast Sales of Paediatric Consumer Health by Category: Value 2021-2026
Table 78 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2021-2026