Air care in Estonia recorded EUR4 million in 2025, representing 2% growth on the previous year. This is largely attributed to the increasing demand for premium products with unique scent combinatons, such as peach and apricot, mint and berry, and white flowers, among others. This indicates a shift away from simple aromas such as pine, ocean or citrus.

In 2025, surface care in Estonia experienced slight growth in retail value and volume sales. However, there was still a shift towards more convenient product formats, with sprays gaining popularity. New launches, such as Mayeri Hypoallergenic Multi-Purpose Cleaner, have contributed to this trend. Additionally, global brands like Ajax and Cif are adding sprays to their products. By contrast, old fashioned bottles with creams and gels are becoming less popular.

In 2025, toilet care in Estonia experienced marginal growth in both retail value and volume sales. Retail value sales of toilet care products in Estonia amounted to EUR2 million, marking a 2% increase compared to the previous year. The largest category was toilet liquids/foam. Rim blocks also experienced significant growth in 2025, likely due to the key role that fragrances play in these types of products.

Laundry care in Estonia experienced stagnation in 2025, with retail value sales declining to EUR34 million as manufacturers and retailers battled to maintain market share amid growing economic uncertainty. In 2025, laundry detergents remained the largest category in Estonia, recording EUR27 million. Powder detergents continued to decline, a trend that has been ongoing.

Bleach in Estonia continued to decline in 2025, with retail value sales decreasing by 2% to EUR526,000. This decline is attributed to increasing competition from other categories, such as toilet and surface care, which offer consumers a wider range of choices in cleaning products. The availability of alternatives at various price points has further eroded the competitive advantage of bleach. The decline of sales in this category is also driven by consumer perception, as bleach is often viewed a

In 2025, dishwashing in Estonia continued to grow, albeit at a slower pace. The category’s retail value sales reached EUR22 million, marking a 3% increase compared to 2024. Automatic dishwashing was the largest category in 2025, recording EUR18 million. This is largely due to a higher demand for automatic dishwashing tablets and additives, both of which experienced notable growth. Increasing consumer awareness is also significant, as people are becoming more informed about the advantages of usin

Home care in Estonia experienced a marginal decline in retail value sales in 2025, due to economic uncertainty and a VAT increase to 24%. Despite this challenging environment, certain categories such as automatic dishwashing demonstrated growth, driven by the increasing penetration of dishwashers in households, which stood at 47% in 2025. Laundry care remained the largest category, supported by the high possession of washing machines among Estonian households at 97%. Home care is forecast to gr

In 2025, polishes in Estonia experienced a 2% decline in retail value sales, amounting to EUR402,000. This decrease was largely driven by changes in consumer lifestyle and fashion preferences, as many opted for less formal footwear and simpler home furnishings and cutlery, which reduced the need for polishing products. Shoe polish was the largest category, but it also showed an overall decline in retail value sales.

In 2025, home insecticides in Estonia experienced a decline of 8% in retail value sales. Retail volume sales of home insecticides also decreased by 15% in 2025. These declines were largely driven by weather factors, as a cold summer resulted in fewer insects, consequently reducing the demand for insecticides. Consumers are more likely to purchase these products during warmer periods when insect activity is higher.

Higher defence spending will weaken public finances, but economic freedom is substantial and the political environment is stable. Supported by state spending, the economy is set to exit recession in 2025, but inflation remains elevated. Inequality and the gender gap is less pronounced than peers, but minority rights are being eroded and the populace is shrinking. Solid internet use is driving e-commerce and Estonia has good innovation credentials, but technology specialists are in short supply.

RTD tea in Estonia faces pressure from other RTD categories, especially carbonates, energy drinks and sports drinks, exacerbated by a lack of innovation. Reduced-sugar options show the strongest resilience, as health-oriented attributes gain importance amongst consumers. Coca-Cola HBC maintains category leadership through the strong visibility and recognition of its Nestea brand. Private label is expanding from a small base, supported by discounters’ wider assortments. The forthcoming sugary-dri

Concentrates in Estonia continues to face pressure from RTD beverages, which are more aligned with consumer preferences. Liquid formats remain dominant due to their perceived higher quality, while powder formats remain niche. Okla Eesti AS, with its Kannujook brand, remains the dominant player, although the category is characterised by a lack of significant investment. l. Looking ahead, the planned 2026 sugary-drinks tax is expected to influence pricing and reformulation, reinforcing interest in

Demand for carbonates in Estonia has been impacted affected by rising VAT, elevated retail prices, and a cold summer. In addition, health and wellness trends are shifting consumers towards water and low-sugar alternatives. Coca-Cola HBC Eesti AS remains the category leader, supported by strong brand recognition, popular core variants, and an expanding range of sugar-free options. The upcoming sugary-drinks tax in 2026 is expected to increase prices for both sugar-sweetened and artificially sweet

Demand for bottled water in Estonia is being shaped by rising prices linked to the recent increase in the VAT rate, prompting many households to switch to tap water. Weather conditions also play a role, with cooler summers limiting demand. Functional and value-added waters remain more resilient as consumers seek products with vitamins or electrolytes. Värska Vesi retains strong influence through its mineral water heritage and sustainability focus, while private-label large-format options appeal

Demand for soft drinks in Estonia has been affected by a cold summer and cautious consumer spending, amid continuing economic uncertainty. Shifts towards low-sugar and added-value beverages, including energy and functional drinks, are reshaping consumption preferences. Private label offerings remain limited in carbonates and energy drinks but have a stronger presence in juice and economy bottled water. Coca-Cola HBC Eesti AS remains the leading player, with a strong presence across key categorie

RTD coffee plays a niche, seasonal role in Estonia, with demand impacted by weather conditions and competition from energy and functional drinks. Its convenience and energising properties appeal to younger and middle-aged consumers, but limited differentiation restricts broader adoption. Paulig maintains leadership, leveraging a wide product portfolio, while Starbucks-branded offerings are gaining traction. Planned 2026 sugary-drinks taxation may affect sweetened variants, encouraging reformulat

Energy drinks in Estonia continue to benefit from strong demand for functional, on-the-go beverages, appealing to students, young adults, and busy professionals. Reduced-sugar variants are gaining traction as consumers look for energising options with fewer calories. Market leaders, especially Red Bull, sustain interest through frequent flavour rotations and high-visibility experiential marketing. Coca-Cola is strengthening its position through heavy investment in Monster and Burn. The upcoming

Demand for sports drinks in Estonia is being impacted by rising interest in fitness and functional hydration, although competition from energy drinks and functional waters continues to limit category expansion. Reduced-sugar variants are gaining traction with health-conscious consumers, while brands are increasingly focusing on added electrolytes, vitamins, and recovery-support ingredients. A Le Coq maintains a key role with Arctic Sport, although premium and international players continue to ga

Demand for juice in Estonia is being shaped by rising global ingredient costs, growing sugar awareness, and shifting consumption habits, with many adults skipping juice at breakfast and parents favouring water for their children. Not-from-concentrate 100% juice, led by Don Simon, remains the most resilient category. A Le Coq retains the dominant player with Aura and Active, though private label offerings from Maxima and Lidl increasingly attract value-focused shoppers. Limited innovation, reduce

The Estonian hot drinks market is heavily influenced by price pressures, higher VAT rates, and cautious consumer spending. Coffee remains the dominant choice, although everyday consumption is affected by rising global prices, with fresh ground coffee pods gaining traction due to their convenience and premium appeal. Fruit/herbal teas continues to benefit from seasonal demand and health-oriented consumption, particularly during the winter season. During the forecast period, premium coffee offerin

Other hot drinks in Estonia remains a low-priority category, with chocolate-based beverages limited by cultural preferences and growing consumer health consciousness. While plant-based drinks is emerging, it still occupies a small share. Supermarkets and hypermarkets remain the main distribution channels, with discounters expanding rapidly, led by Lidl with its private label assortment. Nestlé’s Nesquik leads sales, supported by Mondelez’s O’Boy, while AbeStock is carving a niche through Starbuc

Tea remains a niche category in Estonia, constrained by a strong cultural preference for coffee and a gradually declining consumer base of older consumers. Fruit/ herbal teas remain especially popular, supported by seasonal demand and self-medication traditions, while premium teas appeal to a small, discerning audience. Convenience-driven products like black tea bags are gaining traction, alongside private label offerings such as Lidl’s Lord Nelson. Herbal and medicinal teas sold through pharmac

Coffee remains an essential part of daily routines in Estonia, with consumers increasingly drawn to fresh coffee beans and ground coffee pods for their convenience, quality, and indulgent experience. Traditional brewing methods like French press and automatic machines remain dominant, while instant coffee is losing appeal among younger generations. Modern grocery chains lead distribution, with discounters gaining traction, supported by private label offerings. Moving forward, product innovation

Baked goods fares best among staple foods in 2025, registering both current value and volume growth. Pagar continues to have a commanding lead, supported by its wide portfolio. Supermarkets and hypermarkets dominate distribution, though discounter Lidl continues to make gains. Over the forecast period, there will be growing demand for healthier offerings.