Increased Purchase of Expired Items by Estonian Consumers Observed
Groceries in Estonia Are Feelng the Pinch
Over the past year, sales in Estonian grocery stores have taken a hit, plummeting by approximately 5%. This stark revelation comes from Victoria Smirnova, the regional manager of Prisma Peremarket, who spoke about it on ETV+ channel.
Smirnova points out an interesting shift in consumer behavior. People are now visiting stores more frequently, but they're shopping less - opting for more thoughtful and considered purchases. The trend towards abandoning industrial goods like clothing and footwear is particularly significant.
Interestingly, more people are opting for promotional items and items nearing their expiration dates.
According to Smirnova, the way consumers approach cost estimation is also evolving. In the past, cost estimations were not a primary concern for shoppers. However, times have changed. Now, shoppers are regularly scrutinizing the price per kilogram or liter.
The preferences of shoppers have also shifted. Where once Estonian meat was a popular choice, cost is now a more decisive factor.
inspecting the enrichment data reveals some fascinating insights into global shopping trends that might shed light on Estonia's situation:
- Health-Conscious Shopping:Consumers worldwide are becoming increasingly health-conscious, prioritizing functional ingredients such as probiotics and omega fatty acids. They view food as preventive medicine. This health-focused approach is in line with Europe-wide trends towards clean-label products and personalized nutrition, which might be shaping the landscape of Estonian grocery stores.
- Cost Sensitivity:Modest consumer spending growth (2.8% in the UK)[1] and inflation pressures (e.g., Norwegian CPI-ATE food prices rising 8.7% year-on-year in March 2025)[2] hint at similar cost-consciousness in Estonia. Shoppers may be cutting costs by opting for private labels or purchasing smaller pack sizes.
- Digital Integration:Digital integration is becoming a cornerstone of shopping experiences in neighboring markets. Omnichannel strategies, such as click-and-collect and personalized promotions via apps, are gaining traction. Given Estonia's tech-savvy population, it's likely that Estonian retailers like Coop or Rimi are following suit.
Retailers in Estonia would benefit from localized reports from Statistics Estonia or the Estonian Retail Trade Association to gain a more precise understanding of the situation. Without such data, it's challenging to draw precise conclusions. However, by monitoring category-level sales of budget-friendly and health-focused products, retailers can assess the shifts in consumer behavior.
- The economic downturn in Estonia, as seen in the grocery sector, has noted the shift in consumer preferences towards cost-sensitivity, reflected in the regular scrutiny of price per kilogram or liter.
- In line with global trends, Estonian shoppers are becoming increasingly health-conscious, revealing a preference for functional ingredients such as probiotics and omega fatty acids.
- As digital integration becomes a crucial component of shopping experiences in neighboring markets, it's likely that Estonian retailers like Coop or Rimi are adopting similar strategies, such as click-and-collect and personalized promotions via apps.
- The noted decline in sales of Estonian meat suggests that cost is now a more decisive factor in personal-finance decisions related to food choices.
