Retail in Estonia - Research and Markets

Retail in Estonia saw total current value sales grow at a double-digit rate for a second consecutive year in 2022. However, growth was only marginally faster than in 2021 despite steep increases in unit prices for all kinds of goods amidst a surge in inflation fuelled by the global recovery from the pandemic and the wider geopolitical fallout of Russia’s invasion of Ukraine.

The analyst's Retail in Estonia report offers insight into key trends and developments driving the industry. The report examines all retail channels to provide sector insight. Channels include hypermarkets, supermarkets, discounters, convenience stores, mixed retailers, health and beauty retailers, clothing and footwear retailers, furniture and furnishing stores, DIY and hardware stores, durable goods retailers, leisure and personal goods retailers. There are profiles of leading retailers, with analysis of their performance and the challenges they face. There is also analysis of non-store retailing: vending; homeshopping; internet retailing; direct selling, as available.

Product Coverage:
Retail E-Commerce, Retail Offline.

Data Coverage:
Market sizes (historic and forecasts), company shares, brand shares and distribution data.

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Get a detailed picture of the Retail 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.

RETAIL IN ESTONIA

EXECUTIVE SUMMARY

Retail in 2022: The big picture
Informal retail
What next for retail?

MARKET DATA

Table 1 Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2017-2022
Table 2 Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2017-2022
Table 3 Sales in Retail Offline by Channel: Value 2017-2022
Table 4 Sales in Retail Offline by Channel: % Value Growth 2017-2022
Table 5 Retail Offline Outlets by Channel: Units 2017-2022
Table 6 Retail Offline Outlets by Channel: % Unit Growth 2017-2022
Table 7 Retail GBO Company Shares: % Value 2018-2022
Table 8 Retail GBN Brand Shares: % Value 2019-2022
Table 9 Retail Offline GBO Company Shares: % Value 2018-2022
Table 10 Retail Offline GBN Brand Shares: % Value 2019-2022
Table 11 Retail Offline LBN Brand Shares: Outlets 2019-2022
Table 12 Retail E-Commerce GBO Company Shares: % Value 2018-2022
Table 13 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
Table 14 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2022-2027
Table 15 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2022-2027
Table 16 Forecast Sales in Retail Offline by Channel: Value 2022-2027
Table 17 Forecast Sales in Retail Offline by Channel: % Value Growth 2022-2027
Table 18 Forecast Retail Offline Outlets by Channel: Units 2022-2027
Table 19 Forecast Retail Offline Outlets by Channel: % Unit Growth 2022-2027

DISCLAIMER

SOURCES

Summary 1 Research Sources

GROCERY RETAILERS IN ESTONIAKEY DATA FINDINGS

2022 DEVELOPMENTS

Grocery retailers weather cost of living crisis better than non-grocery operators
Lidl becomes the first discounters chain to enter Estonia
Traditional channels continue to see outlet numbers decline

PROSPECTS AND OPPORTUNITIES

High inflation will continue to subdue trade in the short-to-medium term
Competitive pressures set to intensify significantly following arrival of Lidl
Hypermarkets at odds with growing preference for proximity shopping

CHANNEL DATA

Table 20 Grocery Retailers: Value Sales, Outlets and Selling Space 2017-2022
Table 21 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 22 Sales in Grocery Retailers by Channel: Value 2017-2022
Table 23 Sales in Grocery Retailers by Channel: % Value Growth 2017-2022
Table 24 Grocery Retailers Outlets by Channel: Units 2017-2022
Table 25 Grocery Retailers Outlets by Channel: % Unit Growth 2017-2022
Table 26 Grocery Retailers GBO Company Shares: % Value 2018-2022
Table 27 Grocery Retailers GBN Brand Shares: % Value 2019-2022
Table 28 Grocery Retailers LBN Brand Shares: Outlets 2019-2022
Table 29 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 30 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 31 Forecast Sales in Grocery Retailers by Channel: Value 2022-2027
Table 32 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2022-2027
Table 33 Forecast Grocery Retailers Outlets by Channel: Units 2022-2027
Table 34 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2022-2027

NON-GROCERY RETAILERS IN ESTONIAKEY DATA FINDINGS

2022 DEVELOPMENTS

Trade across all channels subdued as Estonians rein in discretionary spending
Apparel and footwear specialists shows fastest growth in current value sales
IKEA opens its first outlet in Estonia

PROSPECTS AND OPPORTUNITIES

Cost of living crisis will continue to restrict non-grocery spending for some time
Rising costs and migration to e-commerce sites will limit growth in outlet numbers
Sustainability concerns set to exert greater influence over competitive strategies

CHANNEL DATA

Table 35 Non-Grocery Retailers: Value Sales, Outlets and Selling Space 2017-2022
Table 36 Non-Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 37 Non-Grocery Retailers GBO Company Shares: % Value 2018-2022
Table 38 Non-Grocery Retailers GBN Brand Shares: % Value 2019-2022
Table 39 Non-Grocery Retailers LBN Brand Shares: Outlets 2019-2022
Table 40 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 41 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 42 Forecast Sales in Non-Grocery Retailers by Channel: Value 2022-2027
Table 43 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2022-2027
Table 44 Forecast Non-Grocery Retailers Outlets by Channel: Units 2022-2027
Table 45 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2022-2027

DIRECT SELLING IN ESTONIAKEY DATA FINDINGS

2022 DEVELOPMENTS

Trading conditions continue to improve with the easing of the pandemic
Increased health- and image-consciousness favour health and beauty direct selling
Digitalisation trend remains strong despite return of face-to-face meetings

PROSPECTS AND OPPORTUNITIES

Economic factors and competition from other channels will limit growth potential
More representatives likely to adopt methods used by social media influencers
Home products direct selling well placed to benefit from post-pandemic changes

CHANNEL DATA

Table 46 Direct Selling by Product: Value 2017-2022
Table 47 Direct Selling by Product: % Value Growth 2017-2022
Table 48 Direct Selling GBO Company Shares: % Value 2018-2022
Table 49 Direct Selling GBN Brand Shares: % Value 2019-2022
Table 50 Direct Selling Forecasts by Product: Value 2022-2027
Table 51 Direct Selling Forecasts by Product: % Value Growth 2022-2027

RETAIL E-COMMERCE IN ESTONIAKEY DATA FINDINGS

2022 DEVELOPMENTS

Trade dips as consumers return to physical stores and curb discretionary spending
Pandemic-related changes have accelerated development of e-commerce in Estonia
Drinks and tobacco, foods and health and beauty channels are the best performers

PROSPECTS AND OPPORTUNITIES

E-commerce projected to outperform the wider retail market in Estonia
Foods e-commerce set to be the most dynamic channel
M-commerce trend will continue to gain momentum

CHANNEL DATA

Table 52 Retail E-Commerce by Product: Value 2017-2022
Table 53 Retail E-Commerce by Product: % Value Growth 2017-2022
Table 54 Retail E-Commerce GBO Company Shares: % Value 2018-2022
Table 55 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
Table 56 Forecast Retail E-Commerce by Product: Value 2022-2027
Table 57 Forecast Retail E-Commerce by Product: % Value Growth 2022-2027

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