Bath and Shower in Estonia - New Study Released

From: Fast Market Research, Inc.
Published: Fri Jul 18 2014

Bath and shower in Estonia returned to positive growth in 2012 following three years of negative volume and value sales. Although the category is relatively mature, the wider range of products in the category and the various generous price discounts on offer in the category continued to attract vast numbers of Estonian consumers. In addition, the importance of natural and organic brands has been gradually increasing in the category, which led to the popularity of some bath and shower categories such as bar soap improving towards the end of the review period.

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Competitive Landscape

Colgate-Palmolive maintained its lead in bath and shower in Estonia throughout the forecast period, accounting for 20% of total bath and shower retail value sales in 2012. The company has been present in beauty and personal care in Estonia for many years, offering a very wide range of products mostly under the leading brand Palmolive. In addition, the company places strong emphasis on advertising and new product development. Moreover, Colgate-Palmolive maintains strict control over the unit prices charged for its products and this has allowed it to maintain its leading position in bath and shower for many years. Nevertheless, due to the intense competition in the category, Colgate-Palmolive lost value share in bath and shower in 2012.

Industry Prospects

Growth in bath and shower is expected to remain moderate throughout the forecast period. Given that the category is already relatively mature and that sales of bath and shower products are already relatively high in Estonia, it is unlikely that demand for bath and shower products could increase more rapidly. Since health awareness is improving among the vast majority of Estonians, it is possible that they will more willing to investigate the ingredients and potential benefits and risks of their favourite bath and shower products and brands. As such, natural and organic products are likely to see more attention in categories such as bar soaps during the forecast period, although other categories are also likely to benefit. However, since the EU launched various regulations requiring companies offering bath and shower products to engage in much stricter testing and analysis, some of the smaller local players in the category may disappear during the forecast period as they do not have the resources or operate on sufficient scale to justify adhering to these new regulations.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Bath and Shower industry in Estonia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

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