Thursday, June 4, 2015Market

The cosmetics market in the Baltic countries

© L'Observatoire des Cosmétiques

Second part of the publications in the framework of the new partnership between L'Observatoire des Cosmétiques and Business France (national public operator at the service of the internationalisation of the French economy), which focuses on cosmetic export. This time with three fact sheets presenting the markets of the Baltic countries: Estonia, Lithuania and Latvia.

Reading time
~ 11 minutes

The cosmetics market in Estonia

In 2014, the cosmetics market in Estonia represented 123.9 million euros, up 3.5% compared to 2013.

The leader for all cosmetic product ranges is L'Oréal. The group continues to strengthen its presence in Estonia and held 22.3% of the market share in 2014. Its main challenger is Procter & Gamble Co with 12.6% market share, followed by Unilever group (4.7%) and Beiersdorf AG (4.5%).

 85% of sales are made via stores (hyper, super, department stores and specialty stores). The other distribution channels remain in the minority: direct sales with 10.5% and Internet with 4.3%.

After a long period of crisis, Estonian consumers remain today sensitive to the quality/price ratio, but now pay attention to the origin and composition of the products they buy. This eco-responsible trend forces companies to improve the quality of their products.

Companies wishing to export cosmetics to Estonia must inform the Health Board about several characteristics of their products. The details of these characteristics as well as the steps to be taken are available on the site http://www.terviseamet.ee/ and in Regulation No 21 of 23/02/2007 entitled"Requirements for cosmetic products and their handling".

An educated and well structured market

The cosmetics market …

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