Consumer Health in Estonia

Impact Analysis of Covid-19

The complete version of the Report will include the impact of the COVID-19, and anticipated change on the future outlook of the industry, by taking into the account the political, economic, social, and technological parameters.

Consumer health is expected to see moderate current value growth in 2020, partially benefitting from the COVID-19 health crisis. The virus created changes in purchasing habits for many consumers who feared falling ill. This led to stockpiling analgesics at the start of the outbreak and generally increased demand of immunity boosting products such as those within vitamins and dietary supplements. In particular there was a drastic increase in the sales of garlic as this is believed to be a very ef...

Euromonitor International'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 2015-2019, allowing you to identify the sectors driving growth. Forecasts to 2024 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.

Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.

Consumer Health in Estonia
Euromonitor International
December 2020

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
COVID-19 impact on consumer health
COVID-19 country impact
Company response
Retailing shift
What next for consumer health?
MARKET INDICATORS
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2015-2020
Table 2 Life Expectancy at Birth 2015-2020
MARKET DATA
Table 3 Sales of Consumer Health by Category: Value 2015-2020
Table 4 Sales of Consumer Health by Category: % Value Growth 2015-2020
Table 5 NBO Company Shares of Consumer Health: % Value 2016-2020
Table 6 LBN Brand Shares of Consumer Health: % Value 2017-2020
Table 7 Distribution of Consumer Health by Format: % Value 2015-2020
Table 8 Distribution of Consumer Health by Format and Category: % Value 2020
Table 9 Forecast Sales of Consumer Health by Category: Value 2020-2025
Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2020-2025
APPENDIX
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
Summary 1 OTC: Switches 2019-2020
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
DEFINITIONS
SOURCES
Summary 2 Research Sources
KEY DATA FINDINGS
2020 IMPACT
Sales of adult naproxen and topical analgesics grow as major brands dominate
Higher-priced adult acetaminophen posts healthy growth, while paediatric products increasingly appeal
GSK Consumer Healthcare leads a stable category
RECOVERY AND OPPORTUNITIES
Increasing lifestyle stress expected to sustain demand for analgesics
E-commerce set to offer a healthy source of distribution growth
New formats may face consumer resistance due to traditional usage
CATEGORY DATA
Table 11 Sales of Analgesics by Category: Value 2015-2020
Table 12 Sales of Analgesics by Category: % Value Growth 2015-2020
Table 13 NBO Company Shares of Analgesics: % Value 2016-2020
Table 14 LBN Brand Shares of Analgesics: % Value 2017-2020
Table 15 Forecast Sales of Analgesics by Category: Value 2020-2025
Table 16 Forecast Sales of Analgesics by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Cough, cold and allergy (hay fever) remedies benefits from self-medication trend
New formats provide differentiation amid high competition
Foreign companies have the go-to brands
RECOVERY AND OPPORTUNITIES
Consistent growth expected as flu vaccines combat illnesses due to busy lifestyle
Consumers to increasingly seek natural cough remedies from local brands
Manufacturers expected to focus on well-known existing brands
CATEGORY DATA
Table 17 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2015-2020
Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2015-2020
Table 19 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2016-2020
Table 20 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2017-2020
Table 21 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2020-2025
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Digestive remedies sees growth as unhealthy consumer lifestyles persist
A switch has made all the difference for proton pump inhibitors
Berlin and Sanofi products are still the go-to digestive remedies
RECOVERY AND OPPORTUNITIES
Less healthy lifestyles and improving economy set to boost digestive remedies
Performance factors expected to vary across digestive remedies
Opportunities exist in untapped and niche categories
CATEGORY DATA
Table 23 Sales of Digestive Remedies by Category: Value 2015-2020
Table 24 Sales of Digestive Remedies by Category: % Value Growth 2015-2020
Table 25 NBO Company Shares of Digestive Remedies: % Value 2016-2020
Table 26 LBN Brand Shares of Digestive Remedies: % Value 2017-2020
Table 27 Forecast Sales of Digestive Remedies by Category: Value 2020-2025
Table 28 Forecast Sales of Digestive Remedies by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Self-medication prevails and e-commerce channels grow as stigmatisation lingers
Vaginal antifungals experiencing growth with increasing OTC options available
GSK Consumer Healthcare leads the way
RECOVERY AND OPPORTUNITIES
Limited changes expected in dermatologicals competitive landscape
Branding likely to compete with price for consumers' attention
Rising health-awareness allows consumers to cut down on dermatologicals
CATEGORY DATA
Table 29 Sales of Dermatologicals by Category: Value 2015-2020
Table 30 Sales of Dermatologicals by Category: % Value Growth 2015-2020
Table 31 NBO Company Shares of Dermatologicals: % Value 2016-2020
Table 32 LBN Brand Shares of Dermatologicals: % Value 2017-2020
Table 33 Forecast Sales of Dermatologicals by Category: Value 2020-2025
Table 34 Forecast Sales of Dermatologicals by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Higher consumer spending favours added-value wound care
Sticking plasters/adhesive bandages cover the most demand
International players retain top positions
RECOVERY AND OPPORTUNITIES
Wound care growth set to be limited due to stagnating demographic
Improving economy likely to foster innovation development
Lack of interest in first aid kits expected to continue
CATEGORY DATA
Table 35 Sales of Wound Care by Category: Value 2015-2020
Table 36 Sales of Wound Care by Category: % Value Growth 2015-2020
Table 37 NBO Company Shares of Wound Care: % Value 2016-2020
Table 38 LBN Brand Shares of Wound Care: % Value 2017-2020
Table 39 Forecast Sales of Wound Care by Category: Value 2020-2025
Table 40 Forecast Sales of Wound Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Health trend and fear of COVID-19 boost vitamins sales
Products become more advanced as domestic players strive to compete
GSK Consumer Healthcare leads an increasingly fragmented category
RECOVERY AND OPPORTUNITIES
Vitamins faces competition from dietary supplements
Price-competition is high, but premiumisation is rising too
Competitive landscape unlikely to experience dynamic change
CATEGORY DATA
Table 41 Sales of Vitamins by Category: Value 2015-2020
Table 42 Sales of Vitamins by Category: % Value Growth 2015-2020
Table 43 Sales of Multivitamins by Positioning: % Value 2015-2020
Table 44 NBO Company Shares of Vitamins: % Value 2016-2020
Table 45 LBN Brand Shares of Vitamins: % Value 2017-2020
Table 46 Forecast Sales of Vitamins by Category: Value 2020-2025
Table 47 Forecast Sales of Vitamins by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Growth remains solid thanks to increasingly health-conscious Estonians and fear of COVID-19
Increasing number of new product launches from domestic companies
Orkla Health leads, anchored in the chemists/pharmacies channel
RECOVERY AND OPPORTUNITIES
Sales of dietary supplements will remain flat as consumers become sceptical
Establishing a regular presence with a strong brand will be key
Innovation and private label expected to fare well
CATEGORY DATA
Table 48 Sales of Dietary Supplements by Category: Value 2015-2020
Table 49 Sales of Dietary Supplements by Category: % Value Growth 2015-2020
Table 50 Sales of Dietary Supplements by Positioning: % Value 2015-2020
Table 51 NBO Company Shares of Dietary Supplements: % Value 2016-2020
Table 52 LBN Brand Shares of Dietary Supplements: % Value 2017-2020
Table 53 Forecast Sales of Dietary Supplements by Category: Value 2020-2025
Table 54 Forecast Sales of Dietary Supplements by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Increasing health-awareness makes Estonians more selective in product choice
Meal replacement benefits from consumer emphasis on dieting
Herbalife remains top player in weight management and wellbeing
RECOVERY AND OPPORTUNITIES
Consumers expected to look elsewhere to combat weight and wellbeing issues
Expanding assortments expected to benefit domestic players
Healthy competition is set to stimulate weight loss supplements
CATEGORY DATA
Table 55 Sales of Weight Management and Wellbeing by Category: Value 2015-2020
Table 56 Sales of Weight Management and Wellbeing by Category: % Value Growth 2015-2020
Table 57 NBO Company Shares of Weight Management and Wellbeing: % Value 2016-2020
Table 58 LBN Brand Shares of Weight Management and Wellbeing: % Value 2017-2020
Table 59 Forecast Sales of Weight Management and Wellbeing by Category: Value 2020-2025
Table 60 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
More consumers choose the natural path to health
More ways to reach consumers thanks to less red tape
Anchored in chemists/pharmacies, the leading players maintain their rankings
RECOVERY AND OPPORTUNITIES
Health trend expected to boost herbal/traditional products sales
Producers set to unlock potential of the most popular categories
Players need to ensure they stand out amid an increasingly crowded category
CATEGORY DATA
Table 61 Sales of Herbal/Traditional Products: Value 2015-2020
Table 62 Sales of Herbal/Traditional Products: % Value Growth 2015-2020
Table 63 NBO Company Shares of Herbal/Traditional Products: % Value 2016-2020
Table 64 LBN Brand Shares of Herbal/Traditional Products: % Value 2017-2020
Table 65 Forecast Sales of Herbal/Traditional Products: Value 2020-2025
Table 66 Forecast Sales of Herbal/Traditional Products: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Higher standards of living lead more parents to give their children paediatric-specific medicine
Wider distribution the key to boosting sales of paediatric products
International players dominate through wide distribution and trusted brand presence
RECOVERY AND OPPORTUNITIES
Preventative medicine trend set to boost sales of paediatric vitamins and dietary supplements
OTC red tape will anchor sales to chemists/pharmacies
Paediatric ibuprofen set to realise its potential
CATEGORY DATA
Table 67 Sales of Paediatric Consumer Health by Category: Value 2015-2020
Table 68 Sales of Paediatric Consumer Health by Category: % Value Growth 2015-2020
Table 69 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2015-2020
Table 70 Forecast Sales of Paediatric Consumer Health by Category: Value 2020-2025
Table 71 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Closure of gyms reverses impact of wider interest in sports nutrition
Sports protein powder benefits from premiumisation
Robocop remains top player for sports nutrition
RECOVERY AND OPPORTUNITIES
Moderate growth expected for sports nutrition as health and wellness trend continues
Increased fragmentation with new entrants focusing on e-commerce channels
Standard varieties having more staying power among consumers
CATEGORY DATA
Table 72 Sales of Sports Nutrition by Category: Value 2015-2020
Table 73 Sales of Sports Nutrition by Category: % Value Growth 2015-2020
Table 74 NBO Company Shares of Sports Nutrition: % Value 2016-2020
Table 75 LBN Brand Shares of Sports Nutrition: % Value 2017-2020
Table 76 Forecast Sales of Sports Nutrition by Category: Value 2020-2025
Table 77 Forecast Sales of Sports Nutrition by Category: % Value Growth 2020-2025

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