Language: Estonian
Original title: Tallinna kaubanduskeskuste konkurentsiseire 2026
Format: Interactive Microsoft Power BI report and PowerPoint summary

About this report

How does your shopping centre compare with competitors, and what attracts different customer groups?

This study provides an overview of competition between shopping centres and department stores in Tallinn. It tracks awareness, shopping behaviour and brand image over time, helping you understand your centre’s position, customer base and opportunities for development.

The report is designed for executives and marketing professionals working in shopping centres, retail businesses and retail property development.

The report covers the following questions:

• Which shopping centres do consumers recall spontaneously? Compare awareness across centres and demographic groups.

• Where do consumers shop and use services? Explore purchases of groceries and everyday essentials, purchases of non-food goods, and use of services during the past two months.

• Who are your customers, and where else do they shop? Compare customer profiles and measure the overlap between centres’ customer bases.

• Which centres and stores do consumers prefer for different product categories? Understand shopping frequency and preferences across ten categories, with a closer look at preferred stores in five categories.

• Where do consumers eat when visiting shopping centres? Explore how often they visit cafés and restaurants and which dining venues they prefer.

• How do consumers perceive your centre? Compare value for money, overall image, perceptions of the retail offer and emotional associations.

• How does your centre perform among different shopper types? The new customer segmentation introduced in 2026 adds a further perspective on centres’ competitive positions and image.

Report contents

1. Summary of findings and key conclusions

2. Spontaneous awareness of shopping centres and department stores

3. Awareness and customer profiles by demographic group

4. Purchases of groceries and everyday essentials during the past two months

5. Purchases of non-food goods during the past two months

6. Use of shopping centre services during the past two months

7. Overlap between major shopping centres’ customer bases

8. Shopping frequency and purchasing reach across ten product categories during the past six months

9. Preferred shopping centres by product category

10. Preferred stores in major centres for men’s, women’s and children’s clothing, footwear, and cosmetics and perfumery

11. Visits to cafés and restaurants in shopping centres and preferred dining venues

12. Value-for-money perceptions of major shopping centres and department stores

13. The best place to buy non-food goods

14. Image profiles of major centres: 17 overall image attributes, 11 attributes relating to the retail offer and five emotional image attributes

15. Customer segmentation: centres’ positions and image among different shopper types

Methodology

The annual study combines computer-assisted web interviewing (CAWI) and computer-assisted telephone interviewing (CATI), with telephone interviews conducted via mobile phones.

Target group: Residents of Tallinn and Harju County aged 15–74.

Sample design: 1200 respondents, representative of the target population by gender, age, ethnicity and area of residence.

Results are available by demographic group and the following geographical areas:

• Haabersti/Harku

• Kesklinn/Kristiine

• Lasnamäe/Rae

• Mustamäe/Nõmme

• Pirita/Viimsi

• Põhja-Tallinn

• Other areas of Harju County

Shopping centres and department stores covered

Arsenali Keskus | Foorum | Idakeskus | Järve Keskus | Kristiine Keskus | Lasnamäe Centrum | Magistrali Keskus | Mustakivi Keskus | Mustamäe Keskus | Mustika Keskus | Nautica Keskus | Postimaja Keskus | Rocca la Mare Keskus | Rotermanni Kvartal | Sikupilli Keskus | Solaris | Stockmann | Stroomi Keskus | T1 | Tallinna Kaubamaja | Tähesaju City | Viru Keskus | Ülemiste Keskus

Technical and payment information

This report is delivered electronically as interactive Power BI dashboards.

A link providing access to the Power BI report will be emailed to you within two business days upon confirmation of your payment. The user license is intended exclusively for internal use and is valid for a user group ranging from one to five individuals (1-5 emails). This access link remains active for 365 days starting from the date of dispatch. Should you require access for more than five users, extra fees will be incurred for each additional user.

**VAT is added to the price at the checkout before the payment is completed.

This price is for access to the data for one year.

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