February 2024

Language: Estonian (Original title: Eesti elanike valikud ilubrändide ja -kaupluste turul 2024)

Format: PBI

About this report

The beauty market is recognized for its diverse range of products, brands, and stores. The focus of this report is discovering preferred beauty stores, brands, and products in Estonia. This report helps understand customer preferences and their media habits. Additionally, 8 beauty-themed personas have been created to aid in understanding the behavior of Estonian residents in the beauty market. Thus, you can enhance your communication with the target audience by using the valuable information provided. This report is tailored for marketing managers and beauty market professionals, serving as a beneficial resource for optimizing strategies and decision-making.

The report will give an overview of the following:

• Personas
  • Imaginary characters representing target groups of beauty product consumers.
• General attitudes towards beauty and life
  • A list of 42 statements measuring shopping behavior, leisure activities, and motivations.
• Stores, brands, and products
  • Which beauty stores are preferred?
  • How frequently are hygiene and cosmetic products used?
  • Which beauty stores have consumers visited? Which ones were visited recently?
  • Which brands have been used? Which brands do consumers prefer?
• Estonians' habits of using media
  • What media channels do Estonians use?
  • What information channels do different personas prefer?

Beauty brands | Products | Stores | Attitudes | Personas | I.L.U | Tradehouse | Apotheka Beauty | The Body Shop | Douglas | Ideaalkosmeetika | L´Occitane | Macta Beauty | Kehapood | Rosalind | Loverte.ee | Mylook.ee | Notino.ee | Stockman beauty | Kaubamaja Beauty world (Ilumaailm)

Methodology

• The trend study is based on our Kantar Atlas consumption, brand, and media trends monitoring database.
• CAWI (Computer Assisted Web Interviewing) conducted every year.
• Target group: inhabitans of Estonia aged 16–74.
• Sample: 1500 Estonian inhabitants, representative sample

Technical info

This report is delivered electronically as interactive Power BI dashboards.

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