Table of Content

Beauty and Personal Care in Estonia
Euromonitor International
May 2021

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
COVID-19 impact on beauty and personal care
COVID-19 country impact
Company response
Retailing shift
What next for beauty and personal care?
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2015-2020
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2015-2020
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2015-2020
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2020
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2020-2025
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources
KEY DATA FINDINGS
2020 IMPACT
COVID-19 measures take a heavy toll on sales as consumers reduce their spending
Consumers lose the incentive to wear make-up as mask wearing and social distancing comes into force
Not all bad news for mass beauty and personal care as COVID-19 measures have a positive impact on some categories
RECOVERY AND OPPORTUNITIES
Sales set for quick recovery as Estonia pushes towards a period of normalisation
Challenges remain for producers of mass beauty and personal care
Hygiene expected to remain in focus supporting sales of liquid and bar soap
CATEGORY DATA
Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2015-2020
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2016-2020
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2017-2020
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2020-2025
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Sales remain relatively stable despite the challenging environment post-COVID-19
E-commerce helps to sustain sales of premium beauty and personal care
Sales decline as households forced to make budgetary cuts
RECOVERY AND OPPORTUNITIES
Future looks bright as consumers embrace premium beauty and personal care
Economic pressures could influence demand
Premium colour cosmetics set for dynamic growth with consumers keen to put on their make-up again
CATEGORY DATA
Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2015-2020
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2016-2020
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2017-2020
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2020-2025
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
A mixed bag for baby and child-specific products as COVID-19 hits home
A pleasant summer boosts demand for baby and child-specific sun care
Consumers place their trust in familiar brands
RECOVERY AND OPPORTUNITIES
A return to more active lifestyles expected to benefit sales
Premiumisation expected to be seen in baby and child-specific products
Consumers becoming more informed about their purchasing decisions
CATEGORY DATA
Table 23 Sales of Baby and Child-specific Products by Category: Value 2015-2020
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2015-2020
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2015-2020
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2016-2020
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2017-2020
Table 28 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2017-2020
Table 29 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2017-2020
Table 30 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025
Table 31 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025
Table 32 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Demand for soap soars as consumers advise to wash hands more frequently
Consumers show greater price sensitivity when buying body wash/shower gel
Polarisation seen within intimate hygiene
RECOVERY AND OPPORTUNITIES
Sales expected to stabilise as Estonia heads towards a period of normalisation
Mixed outlook for soap
E-commerce opening the doors to a wider variety of products
CATEGORY DATA
Table 33 Sales of Bath and Shower by Category: Value 2015-2020
Table 34 Sales of Bath and Shower by Category: % Value Growth 2015-2020
Table 35 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020
Table 36 NBO Company Shares of Bath and Shower: % Value 2016-2020
Table 37 LBN Brand Shares of Bath and Shower: % Value 2017-2020
Table 38 LBN Brand Shares of Premium Bath and Shower: % Value 2017-2020
Table 39 Forecast Sales of Bath and Shower by Category: Value 2020-2025
Table 40 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025
Table 41 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025
KEY DATA FINDINGS
2020 IMPACT
COVID-19 measures remove the incentive to wear colour cosmetics
A tough year for colour cosmetics as distribution disrupted and incomes become stretched
No reprieve for lip and nail products
RECOVERY AND OPPORTUNITIES
The lifting of restrictions key to the recovery of colour cosmetics
Mixed outlook as fashion trends dictate sales
Colour cosmetics set for further expansion within the digital landscape
CATEGORY DATA
Table 42 Sales of Colour Cosmetics by Category: Value 2015-2020
Table 43 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020
Table 44 Sales of Colour Cosmetics by Premium vs Mass: % Value 2015-2020
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2016-2020
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020
Table 47 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020
Table 48 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025
Table 49 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025
Table 50 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Home seclusion reduces incentive to wear deodorants
Consumers look for value as COVID-19 impacts disposable income
Consumers turn to tried and tested brands with the pandemic leaving little appetite for new innovations
RECOVERY AND OPPORTUNITIES
Return to normality key to the recovery of deodorants
Focus on natural and environmentally-friendly ranges set to deliver results
Sticks and sprays losing favour but dermocosmetics offers potential
CATEGORY DATA
Table 51 Sales of Deodorants by Category: Value 2015-2020
Table 52 Sales of Deodorants by Category: % Value Growth 2015-2020
Table 53 Sales of Deodorants by Premium vs Mass: % Value 2015-2020
Table 54 NBO Company Shares of Deodorants: % Value 2016-2020
Table 55 LBN Brand Shares of Deodorants: % Value 2017-2020
Table 56 LBN Brand Shares of Premium Deodorants: % Value 2017-2020
Table 57 Forecast Sales of Deodorants by Category: Value 2020-2025
Table 58 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025
Table 59 Forecast Sales of Deodorants by Premium vs Mass: % Value 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Home seclusion impedes demand for depilatories
Growing awareness of ?pink tax? undermining demand for women?s razors
Women make savings by cutting out the pre-shave
RECOVERY AND OPPORTUNITIES
Depilatories faces an uphill struggle as women seek out alternative options
Women’s razors and blades in need of innovation to remain competitive
Economic pressures likely to see demand for women’s pre-shave fall further
CATEGORY DATA
Table 60 Sales of Depilatories by Category: Value 2015-2020
Table 61 Sales of Depilatories by Category: % Value Growth 2015-2020
Table 62 NBO Company Shares of Depilatories: % Value 2016-2020
Table 63 LBN Brand Shares of Depilatories: % Value 2017-2020
Table 64 Forecast Sales of Depilatories by Category: Value 2020-2025
Table 65 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Home seclusion offers little incentive to put on fragrances
Preference for premium fragrances continues to grow despite the economic challenges presented by COVID-19
Coty retains the lead despite a difficult year
RECOVERY AND OPPORTUNITIES
Long-term future of fragrances in doubt despite positive short-term outlook
Premium fragrances set to take further share from mass fragrances
What does the future hold for e-commerce?
CATEGORY DATA
Table 66 Sales of Fragrances by Category: Value 2015-2020
Table 67 Sales of Fragrances by Category: % Value Growth 2015-2020
Table 68 NBO Company Shares of Fragrances: % Value 2016-2020
Table 69 LBN Brand Shares of Fragrances: % Value 2017-2020
Table 70 LBN Brand Shares of Premium Men’s Fragrances: % Value 2017-2020
Table 71 LBN Brand Shares of Premium Women’s Fragrances: % Value 2017-2020
Table 72 Forecast Sales of Fragrances by Category: Value 2020-2025
Table 73 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Home seclusion puts a dent in sales as consumers lose the incentive to wash their hair as frequently
Closure of hair salons has positive impact on some areas of hair care
Fewer trips to the hair salon means less demand for styling agents
RECOVERY AND OPPORTUNITIES
Demand for hair care set to return as restrictions are eased
Estonians show willingness to pay more to achieve better results
Reopening of hair salons set influence sales in various ways
CATEGORY DATA
Table 74 Sales of Hair Care by Category: Value 2015-2020
Table 75 Sales of Hair Care by Category: % Value Growth 2015-2020
Table 76 Sales of Hair Care by Premium vs Mass: % Value 2015-2020
Table 77 NBO Company Shares of Hair Care: % Value 2016-2020
Table 78 LBN Brand Shares of Hair Care: % Value 2017-2020
Table 79 NBO Company Shares of Salon Professional Hair Care: % Value 2016-2020
Table 80 LBN Brand Shares of Salon Professional Hair Care: % Value 2017-2020
Table 81 LBN Brand Shares of Premium Hair Care: % Value 2017-2020
Table 82 Forecast Sales of Hair Care by Category: Value 2020-2025
Table 83 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025
Table 84 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Home seclusion sees men paying less attention to their appearance and personal hygiene
A shift to home working allows men to go unshaven
Sales of men’s toiletries face several challenges but men’s skin care remains a bright spot
RECOVERY AND OPPORTUNITIES
Return the workplace key to the recovery of men’s grooming
Lack of interest could stall the development of men’s grooming
Premium fragrances still has potential as men value an attractive scent
CATEGORY DATA
Table 85 Sales of Men’s Grooming by Category: Value 2015-2020
Table 86 Sales of Men’s Grooming by Category: % Value Growth 2015-2020
Table 87 Sales of Men’s Razors and Blades by Type: % Value Breakdown 2016-2020
Table 88 Sales of Men’s Skin Care by Type: % Value Breakdown 2016-2020
Table 89 NBO Company Shares of Men’s Grooming: % Value 2016-2020
Table 90 LBN Brand Shares of Men’s Grooming: % Value 2017-2020
Table 91 LBN Brand Shares of Men’s Razors and Blades: % Value 2017-2020
Table 92 Forecast Sales of Men’s Grooming by Category: Value 2020-2025
Table 93 Forecast Sales of Men’s Grooming by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Toothpaste squeezes out positive results but secondary products see demand fall
Electric toothbrushes continue to create a buzz despite economic pressures
Little change in the competitive landscape
RECOVERY AND OPPORTUNITIES
Category maturity and a declining population could threaten long-term growth prospects
Electric toothbrushes set to deliver strong results
Demographic factors could impede stronger growth
CATEGORY DATA
Table 94 Sales of Oral Care by Category: Value 2015-2020
Table 95 Sales of Oral Care by Category: % Value Growth 2015-2020
Table 96 Sales of Toothbrushes by Category: Value 2015-2020
Table 97 Sales of Toothbrushes by Category: % Value Growth 2015-2020
Table 98 Sales of Toothpaste by Type: % Value Breakdown 2016-2020
Table 99 NBO Company Shares of Oral Care: % Value 2016-2020
Table 100 LBN Brand Shares of Oral Care: % Value 2017-2020
Table 101 Forecast Sales of Oral Care by Category: Value 2020-2025
Table 102 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025
Table 103 Forecast Sales of Toothbrushes by Category: Value 2020-2025
Table 104 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Consumers reduce spending on skin care in response to COVID-19
Mandatory wearing of face masks leads to “maskne”
E-commerce takes advantage of drop in in-store shopping
RECOVERY AND OPPORTUNITIES
Bright outlook for skin care although economic challenges likely to remain
Clean and natural labels offer strong potential
Focus set to remain on facial care
CATEGORY DATA
Table 105 Sales of Skin Care by Category: Value 2015-2020
Table 106 Sales of Skin Care by Category: % Value Growth 2015-2020
Table 107 NBO Company Shares of Skin Care: % Value 2016-2020
Table 108 LBN Brand Shares of Skin Care: % Value 2017-2020
Table 109 LBN Brand Shares of Premium Skin Care: % Value 2017-2020
Table 110 Forecast Sales of Skin Care by Category: Value 2020-2025
Table 111 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Lifting of lockdown restrictions comes just in time for sun care as Estonians enjoy a hot summer
Staycations boost sales
Sun care benefiting from increasing awareness of the dangers of sun exposure
RECOVERY AND OPPORTUNITIES
Future of sun care largely weather dependent
Sun protection at the heart of sun care
Local players could look to gain a stronger foothold with natural products
CATEGORY DATA
Table 112 Sales of Sun Care by Category: Value 2015-2020
Table 113 Sales of Sun Care by Category: % Value Growth 2015-2020
Table 114 Sales of Sun Care by Premium vs Mass: % Value 2015-2020
Table 115 NBO Company Shares of Sun Care: % Value 2016-2020
Table 116 LBN Brand Shares of Sun Care: % Value 2017-2020
Table 117 Forecast Sales of Sun Care by Category: Value 2020-2025
Table 118 Forecast Sales of Sun Care by Category: % Value Growth 2020-2025
Table 119 Forecast Sales of Sun Care by Premium vs Mass: % Value 2020-2025