Consumer Health in 2025: The big picture
Value sales of consumer health in Estonia rose in 2025, driven by a busy respiratory illness season, premiumisation, and improved product availability. Gut health became a halo across categories, with probiotics and synbiotics linking digestion to immunity, mood, sleep, and even skin health, while “beauty-from-within” gained traction. Sports nutrition continued its move into the mainstream via protein RTDs and everyday energy formats, while the rise of weight loss drugs dampened classic OTC appetite suppressants but lifted demand for protein, electrolytes, magnesium, and GI support. Companies streamlined ranges, pushed sugar- and dye-free paediatric liquids and dual-benefit launches, and leaned on evidence-led positioning.
Key trends in 2025
Retail personalisation is accelerating as at-home microbiome tests and symptom-tracking apps steer shoppers toward targeted gut-health SKUs, especially synbiotics and fibre blends for immunity, mood and sleep. Beauty’s influence is deepening via “ingestible skincare” stacks, including collagen plus ceramides, hyaluronic acid and antioxidants that are co-marketed with dermocosmetics and sold through beauty-led channels.
Competitive landscape
GSK Consumer Healthcare was the leading company in consumer health in Estonia in 2025. Its power brands include Panadol and Voltaren in analgesics; Loratin, Otrivin and Theraflu in other cough, cold and allergy remedies; and Preparation H in dermatologicals. Brand reputation is the major strength of the company, supported by significant marketing budgets. Allium UPI OÜ, meanwhile, is the fastest growing company in 2025.
Channel developments
Pharmacies was the leading distribution channel within consumer health overall in 2025, despite losing share in the year, as most OTC medicines in Estonia are pharmacy-only and consumers still value pharmacist advice for paediatric products and switching brands when items are out of stock. High cold-and-flu circulation sustained footfall and basket sizes in the first half of the year, and pharmacies defended share through aggressive promotions on paediatric analgesics, cough and cold lines, and formats parents prefer (suspensions, syrups and gummies). The small dip in share reflected the steady diversion of routine top-ups (vitamins, saline sprays, thermometers) to online baskets rather than a loss of relevance for in-store pharmacies.
What next for consumer health?
Value sales of consumer health are set to rise over the forecast period. Growth will be steadier than during the 2023-2025 rebound, shifting from price-led gains to a healthier mix of volume recovery and premiumisation. Estonia’s highly digital, health-literate consumers are increasingly embracing prevention, especially immunity, gut health, women’s health and sleep, supporting upgrades to probiotics, synbiotics and condition-specific micronutrients. Paediatric demand is set to normalise from recent peaks, but will remain above pre-pandemic levels thanks to high daycare/school attendance and the improved diagnosis of allergies and intolerances. Headwinds, such as occasional downtrading to private label and a small population base, will temper the pace of growth, but ongoing innovation, convenient formats and pharmacist guidance will keep the market on an upward trajectory.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Health industry in Estonia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Analgesics
- Cough, Cold and Allergy Remedies
- Digestive Remedies
- Dermatologicals
- NRT Smoking Cessation Aids
- Sleep Aids
- Eye Care
- Wound Care
- Vitamins
- Dietary Supplements
- Weight Management
- Sports Nutrition
- Herbal/Traditional Products
- Paediatric Consumer Health
If you're in the Consumer Health industry in Estonia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Consumer Health in Estonia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Consumer Health in Estonia?
- Which are the leading brands in Consumer Health in Estonia?
- How are products distributed in Consumer Health in Estonia?
- How has the regulatory and operating environment for Consumer Health changed in Estonia?
- How are considerations such as stress, self-medication and shifting consumer lifestyles shaping demand for Consumer Health
- How significant are wider health concerns and consumer awareness in determining sales?
- Where is future growth expected to be most dynamic?
Consumer Health in Estonia
Consumer Health in 2025: The big picture
Key trends in 2025
Competitive landscape
Channel developments
What next for consumer health?
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
DISCLAIMER
DEFINITIONS
Analgesics in Estonia
KEY DATA FINDINGS
Growth driven by a surge in low-dose, slow-release formulations for healthy ageing and cardiovascular wellness
Trend two
Professional advice and loyalty programmes ensure pharmacies maintain their dominance
Steady expansion, with pharmacies remaining dominant
Innovative times ahead
e-Prescription system ensures safer chronic pain management
Cough, Cold and Allergy (Hay Fever) Remedies in Estonia
KEY DATA FINDINGS
Uptick in paediatric respiratory illnesses drives growth in 2025
McNeil leads with its dual-action Sudafed brand
Pharmacies benefit from many higher-value SKUs being pharmacy-only
Late-peaking 2024-25 respiratory illness season ensures stong start to the forecast period
Online pharmacies offer real-time stock visibility, price comparison, and delivery to rural areas
Market increasingly digital, regulation-driven, and aligned with sustainable packaging practices
Dermatologicals in Estonia
KEY DATA FINDINGS
Long outdoor season supports dynamic growth of topical allergy remedies/antihistamines in 2025
GSK leads with its broad portfolio and strong distribution
Estonians seek pharmacist advice for intimate or condition-specific products
Entrenched hygiene habits, an ageing population and sedentary lifestyles support growth
Digital health transforming purchases and treatment
Opportunity for brands that combine credible clinical benefits, eco-conscious packaging, and digital guidance
Digestive Remedies in Estonia
KEY DATA FINDINGS
Reflux sufferers shift from withdrawn H2 blockers to PPIs and antacids
STADA leads, offering a broad portfolio of products
E-commerce growth supported by click and collect, home delivery, and ability to compare prices
Shift from H2 blockers to PPIs and an ageing population drive furture growth
Convenience of digital prescription system and advanced e-health infrastructure
Two EU-level frameworks play a key role in shaping the future
Wound Care in Estonia
KEY DATA FINDINGS
Estonia’s ageing population, diabetes-prevention messaging and the popularity of hiking/running keep baseline demand resilient
Johnson & Johnson leads, enjoying the widest distribution and visibility
Pharmacies benefit from offering advice and a broad range of products
More specialised options set to benfit gauze, tape and other wound care
Pharmacies expand their omnichannel capabilities
Smaller importers may reduce their SKU count, giving an edge to larger players
Sports Nutrition in Estonia
KEY DATA FINDINGS
Retailers and international brands widen assortments and improve on-shelf availability, driving growth in 2025
Optimum Nutrition Inc benefits from widespread availability, innovation and promotional activity
E-commerce gains ground, offering choice and convenience
Category mainstreaming and innovation support further growth
Sports nutrition becoming a technology-enabled FMCG
Brands that combine compliance, credible quality assurance and packaging progress set to succeed
Dietary Supplements in Estonia
KEY DATA FINDINGS
Well-documented health benefits boost sales of fish oils/omega fatty acids
Allium UPI OÜ benefits from expanded distribution
Pharmacy offer advice, loyalty schemes and private label, helping them defend share
Growth supported by an ageing population and holistic wellness trend
Both retailers and manufacturers are accelerating digital tools
Preventive self-care to remain a demand driver
Vitamins in Estonia
KEY DATA FINDINGS
Consumers are prioritising targeted health benefits
Repforce OÜ retains leadership in a competitive environment
Pharmacists lead, offering a broad product range and health advice
Private label options and value packs will play a key role
Growth increasingly driven by high-bioavailability and user-friendly formats
Sustainability and transparency becoming key factors for premium brands
Weight Management and Wellbeing in Estonia
KEY DATA FINDINGS
Estonians look for convenient, structured ways to manage weight
Leading Herbalife offers a broad meal replacement portfolio
Direct selling proves inflation-resistant
Further growth driven by sedentary lifestyles, hybrid work and a widening product choice
Category becoming increasingly data-led
Raising the credibility bar
Herbal/Traditional Products in Estonia
KEY DATA FINDINGS
Continued preference for gentler, plant-based options for common ailments
Bionorica SE benefits from pharmacists’ recommendations
E-commerce growth propelled by stong promotions and convenience
“Natural-first” self-care minset ensures further growth
Expanding role of e-commerce
Influence of wellness, compliance and sustainability trends
Paediatric Consumer Health in Estonia
KEY DATA FINDINGS
Heavier respiratory illness season and return to routine mixing in schools and day-care settings drive growth in 2025
Reckitt Benckiser leads with its stalwart Nurofen for Children brand
Parents look for pharmacist guidance on age-appropriate dosing, product selection and safe combinations
Paediatric consumer health to continue its upward trajectory
Estonia’s digital backbone gives the category an edge
Demand for clean label lines and sustainability will shape the market
The following categories and subcategories are included:
Consumer Health
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- Adult Mouth Care
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- Adult Acetaminophen
- Adult Aspirin
- Adult Combination Products - Analgesics
- Adult Diclofenac
- Adult Dipyrone
- Adult Ibuprofen
- Adult Ketoprofen
- Adult Naproxen
- Adult OTC Triptans
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- Paediatric Acetaminophen
- Paediatric Aspirin
- Paediatric Combination Products - Analgesics
- Paediatric Dipyrone
- Paediatric Ibuprofen
- Paediatric Naproxen
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- Acetaminophen
- Aspirin
- Combination Products - Analgesics
- Diclofenac
- Dipyrone
- Ibuprofen
- Ketoprofen
- Naproxen
- OTC Triptans
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- Topical Analgesics/Anaesthetic
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- Sleep Aids
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- Antihistamines/Allergy Remedies (Systemic)
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- Paediatric Allergy Remedies
- Paediatric Cough/Cold Remedies
- Combination Products - Cough, Cold and Allergy (Hay Fever) Remedies
- Cough Remedies
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- Nasal Sprays
- Oral Decongestants
- Inhalant Decongestants
- Decongestant Rubs
- Nasal Decongestant Drops
- Nasal Decongestant Plasters
- Medicated Confectionery
- Pharyngeal Preparations
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- Medicated Shampoos
- Topical Antifungals
- Vaginal Antifungals
- Hair Loss Treatments
- Nappy (Diaper) Rash Treatments
- Antiparasitics/Lice (Head and Body) Treatments
- Antipruritics
- Cold Sore Treatments
- Haemorrhoid Treatments
- Paediatric Dermatologicals
- Topical Allergy Remedies/Antihistamines
- Topical Germicidals/Antiseptics
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- Paediatric Diarrhoeal Remedies
- Paediatric Indigestion and Heartburn Remedies
- Paediatric Laxatives
- Paediatric Motion Sickness Remedies
- Diarrhoeal Remedies
- IBS Treatments
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- Antacids
- Antiflatulents
- Digestive Enzymes
- H2 Blockers
- Proton Pump Inhibitors
- Laxatives
- Motion Sickness Remedies
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- Emergency Contraception
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- Allergy Eye Care
- Standard Eye Care
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- NRT Gum
- NRT Inhalators
- NRT Lozenges
- NRT Patches
- Other NRT
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- First Aid Kits
- Gauze, Tape and Other Wound Care
- Sticking Plasters/Adhesive Bandages
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- Protein/Energy Bars
- Sports Protein Powder
- Sports Protein RTD
- Sports Non-Protein Products
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- Combination Dietary Supplements
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- Aloe
- Combination Herbal/Traditional Dietary Supplements
- Cranberry
- Echinacea
- Evening Primrose Oil
- Garlic
- Ginkgo Biloba
- Ginseng
- St John's Wort
- Other Herbal/Traditional Dietary Supplements
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- Co-Enzyme Q10
- Combination Non-Herbal/Traditional Dietary Supplements
- Eye Health Supplements
- Fish Oils/Omega Fatty Acids
- Glucosamine
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- Calcium Supplements
- Mineral Supplements
- Probiotic Supplements
- Protein Supplements
- Other Non-Herbal/Traditional Dietary Supplements
- Paediatric Vitamins and Dietary Supplements
- Tonics
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- Multivitamins
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- Vitamin A
- Vitamin B
- Vitamin C
- Vitamin D
- Vitamin E
- Other Single Vitamins
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- Meal Replacement
- OTC Obesity
- Slimming Teas
- Supplement Nutrition Drinks
- Weight Loss Supplements
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- Herbal/Traditional Topical Analgesics
- Herbal/Traditional Sleep Aids
- Herbal/Traditional Cough, Cold and Allergy (Hay Fever) Remedies
- Herbal/Traditional Digestive Remedies
- Herbal/Traditional Dermatologicals
- Herbal/Traditional Paediatric Dietary Supplements
- Herbal/Traditional Dietary Supplements
- Herbal/Traditional Tonics
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- Allergy Eye Care
- Antihistamines/Allergy Remedies (Systemic)
- Paediatric Allergy Remedies
- Topical Allergy Remedies/Antihistamines
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- Paediatric Acetaminophen
- Paediatric Aspirin
- Paediatric Combination Products - Analgesics
- Paediatric Dipyrone
- Paediatric Ibuprofen
- Paediatric Naproxen
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- Paediatric Allergy Remedies
- Paediatric Cough/Cold Remedies
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- Paediatric Diarrhoeal Remedies
- Paediatric Indigestion and Heartburn Remedies
- Paediatric Laxatives
- Paediatric Motion Sickness Remedies
- Paediatric Dermatologicals
- Nappy (Diaper) Rash Treatments
- Paediatric Vitamins and Dietary Supplements
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Consumer Health
It is the aggregation of OTC, Vitamins and Dietary Supplements (VDS), Sports Nutrition, and Weight Management and Wellbeing
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This report originates from Passport, our Consumer Health research and analysis database.
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