Sanitary towels, tampons and baby napkins market in Estonia

Earlier Report Observations

The Estonian market for sanitary towels, tampons and baby napkins saw steady growth in both volume and value from 2018 to 2021. Market volume increased from 5 679 t to 8 286 t, while market value rose from 27.4 million USD to 38.4 million USD. This expansion occurred under a stable tax regime where sanitary products benefited from a reduced VAT rate of 9%, and the market was consistently led by major player Essity AB.

After peaking in 2021, market volume began to contract, falling to 7 488 t by 2023 and further to 6 051 t in 2024. In contrast, the market's value demonstrated resilience, climbing to 43.6 million USD in 2023 and reaching 44.5 million USD in 2024. This divergence suggests a shift towards higher-value products or general price inflation. The updated Estonian Packaging Act, which implemented the EU Single-Use Plastics Directive in 2024, introduced new requirements for packaging companies and mandated reusable items at public events, potentially affecting product packaging and costs.

By 2024, the market's physical volume was 19% below its 2021 high, yet the financial turnover remained robust, indicating changed market dynamics where value growth decoupled from volume consumption.

Production sanitary towels, tampons and baby napkins in Estonia

In value, 2018-2021, K $ US

Estonia's production of sanitary towels, tampons, and baby napkins has grown for the third year in a row. In 2021, the output value reached 14 625 thousand US dollars, marking an 11.1% increase compared to the previous year. From 2018 to 2021, production rose by 44.6%, which translates to an average annual growth rate of 13.1%.

Annual dynamics of production in Estonia in value, 2018-2021, K $ US

In kind, 2018-2021, t

Estonia's production of sanitary towels, tampons, and baby napkins has increased for the third consecutive year. In 2021, the country produced 4 622 tonnes, up 12.1% from 2020. Between 2018 and 2021, production grew by 55.8%, averaging a 15.9% annual increase.

Annual dynamics of production in Estonia in kind, 2018-2021, t

Exports sanitary towels, tampons and baby napkins from Estonia

Exports in kind, t

The market displayed volatility during the observed period. Exports hit a low of 71 tonnes in 2020 and peaked at 289 tonnes in 2021, representing a 4.1-fold difference. In 2021, export volumes surged by 308.7% year-over-year. The largest decline occurred in 2019, with a drop of 43.2%.

Annual dynamics of product's exports from Estonia in kind, 2018-2021, t

From 2018 to 2021, Latvia and Poland were the primary destinations for Estonia's exports of sanitary towels, tampons, and baby napkins in kind, together accounting for 80.4% of total flows. The remaining volume was distributed among smaller markets.

Structure of product's exports in kind by countries, 2018-2021

World map of product's exports from Estonia in kind, 2018-2021

Exports in value, K $ US

The market showed an unstable trend over the timeframe. Exports reached a low of 409 thousand US dollars in 2020 and a high of 1 566 thousand US dollars in 2021, with a 3.8-fold difference. In 2021, export value jumped by 282.4% compared to the previous year. The steepest decline was in 2019, at 52.0%.

Annual dynamics of product's exports from Estonia in value, 2018-2021, K $ US

Throughout 2018–2021, Latvia, Poland, and Lithuania formed the core of Estonia's exports in value terms, with shares of 51.0%, 25.8%, and 10.6%, respectively. Together, they accounted for 87.4% of total flows.

Structure of product's exports in value by countries, 2018-2021

World map of product's exports from Estonia in value, 2018-2021

Imports sanitary towels, tampons and baby napkins to Estonia

Imports in kind, t

Estonia's imports of sanitary towels, tampons, and baby napkins have risen for the third year in a row. In 2021, import volume reached 3 953 tonnes, a slight increase of 2.5% from 2020. Over the period 2018–2021, imports grew by 37.5%, with a compound annual growth rate of 11.2%.

Annual dynamics of product's imports to Estonia in kind, 2018-2021, t

From 2018 to 2021, the partner structure for imports in kind was balanced rather than concentrated. Poland, Germany, and Czechia accounted for 19.2%, 16.6%, and 13.2% of imports, respectively, totaling 49.0% of flows. Many other countries made up the remaining 51.0%.

Structure of product's imports in kind by countries, 2018-2021

World map of product's imports to Estonia in kind, 2018-2021

Imports in value, K $ US

Estonia's imports of sanitary towels, tampons, and baby napkins have increased for the third consecutive year. In 2021, imports amounted to 25 371 thousand US dollars, up 6.1% year-over-year. Between 2018 and 2021, imports rose by 38.9%, averaging an 11.6% annual growth rate.

Annual dynamics of product's imports to Estonia in value, 2018-2021, K $ US

Data from 2018 to 2021 show that imports in value terms were not heavily concentrated. Poland, Germany, and Czechia accounted for 18.7%, 17.2%, and 13.4% of imports, respectively, totaling 49.2% of flows, with the rest spread across various other countries.

Structure of product's imports in value by countries, 2018-2021

World map of product's imports to Estonia in value, 2018-2021