Prisma lowered the prices of more than 2,000 everyday essentials
Prisma continues its strategy, aimed at keeping Estonians’ daily shopping baskets as affordable as possible even in economically challenging times. Starting from October 27, Prisma has launched a new price initiative, reducing the prices of more than 2,000 essential products and inviting others to review their own prices as well.
“When life in Estonia gets more expensive, Prisma swims against the current. We have lowered the prices of more than 2,000 everyday products to make life a little easier for people in Estonia. For some items, the price drop is as much as 50% or even more. These are Prisma’s new permanent price levels, allowing customers to shop affordably at any time without relying on temporary campaigns,” said Teemu Kilpiä, Country Director of Prisma Estonia.
A survey commissioned by Prisma and conducted by Norstat at the end of September 2025 revealed that Estonian consumers rely heavily on discounts when purchasing household and laundry products – 46% of household items and 39% of detergents are bought on promotion. Moreover, 31% of respondents admitted that rising prices have influenced their choice of laundry and cleaning products. Meanwhile, when it comes to cosmetics and hygiene products, consumers tend to remain loyal to specific products or brands (39% and 37% of respondents, respectively).
The survey also showed that environmental friendliness plays a smaller role in purchasing everyday goods. “That’s why Prisma is also reducing the prices of many products carrying the EU Ecolabel or the Nordic Swan label, so people can make better choices for themselves and for the environment,” Kilpiä added.
Prices drop on everyday essentials
The biggest price reductions apply to everyday items such as laundry gels, toilet and household paper, hygiene products, toothpaste, dishwashing liquids, cosmetics, cleaning supplies, batteries, kitchenware, and body and hair care products. The initiative is part of Prisma’s Everyday Low Price (EDLP) strategy – meaning the prices are not temporary discounts but permanently low.
Since April, Prisma has permanently lowered prices on more than 8,000 products, and with this new initiative, over 10,000 products now have a reduced price. The lower permanent price level has also had a noticeable impact on Prisma’s performance. “While the overall retail market is seeing a decline in sales volumes, our new pricing strategy has resulted in a 6% increase in total food category sales over the past three months. In addition, we are seeing a decrease in the share of promotional sales, thanks to the strengthening of our permanently low prices,” said Kilpiä.
Examples of Reduced Prices
*Rimi and Selver prices as of 21 October 2025, Prisma prices as of 27 October 2025
The Norstat survey was conducted between September 29 and October 8, 2025, among 700 respondents aged 20–60 from Tallinn and Harju County, Tartu County, Ida-Viru County, and Rapla County. The sample is representative of the Estonian population by gender, ethnicity, age, and region.