Care Products market in Estonia

The Estonian Care Products eCommerce market is predicted to reach US$38.1 million by 2024 and accounts for 9.4% of the total eCommerce market in Estonia. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 5.9%, resulting in a projected market volume of US$47.8 million by 2028. Within the Care Products market ECDB considers the following three sub-markets: Personal Care, Health Care, and Household Care.

Market development

eCommerce revenue development in the Feminine Hygiene market in Estonia

The Estonian Feminine Hygiene eCommerce market is predicted to reach US$0.7 million by 2024 and accounts for 25.7% of the Hygiene eCommerce market in Estonia. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 13.1%, resulting in a projected market volume of US$1.2 million by 2028. The Feminine Hygiene eCommerce market is a sub-market of the Hygiene market. Further categories within the Hygiene market are: Handkerchiefs, Other Hygiene, and Toilet Paper.

eCommerce revenue development in the Feminine Hygiene market in Estonia

in million US$

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

eCommerce revenue growth in the Feminine Hygiene market in Estonia

in %

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

Net eCommerce revenue split by sub-category

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

20202021202220232024202520262027
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)66.388.389.375.23.451.414.73.9

Online share

eCommerce online share of the total Feminine Hygiene market in Estonia

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the Estonian Feminine Hygiene retail market, the online share is 42.3% and will increase by an average of 13.5% to 70.2% by 2028.

eCommerce online share of the total Feminine Hygiene market in Estonia

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)48.5%51.2%23.9%32.9%39.9%85.3%47.7%75.4%

Market definition

Definition of the Feminine Hygiene market within the Care Products market

Market definition: Care Products > Personal Care > Hygiene > Feminine Hygiene The category Feminine Hygiene includes the online trade of tampons, sanitary pads and menstrual cups. This category does not cover incontinence products. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Tampons
  • Sanitary pads
  • Menstrual cups

Out-of-scope

  • Incontinence products

Market comparison

The Estonian Feminine Hygiene market in a global comparison

Market comparison by growth, online share, and revenue in 2023

in %

Source: ECDB analysis

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