Mass beauty and personal care in Estonia is set to recover modestly over the forecast period, supported by a more stable economic environment and renewed demand for everyday essentials. Consumers are gradually returning to affordable basics like shampoos, deodorants, and toothpaste, particularly in supermarkets and pharmacies, where trusted mass brands continue to dominate the shelf.
The growing role of wellness in everyday routines will support the development of mass beauty and personal care over the forecast period. Consumers are already using everyday beauty and personal products as a type of self-care, whether it is a calming shower gel, relaxing body lotion, or scalp treatment marketed for stress relief.
Innovation in mass beauty and personal care will likely focus on cleaner formulas, simplified routines, and eco-conscious packaging. Brands are expected to launch more skin-friendly, fragrance-free products in mainstream lines, alongside biodegradable packaging and water-saving formats.
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Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care 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.
If you're in the Mass Beauty and Personal Care 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.
Mass Beauty and Personal Care
This is the aggregation of mass colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.
See all of our definitionsThis report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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