Household Care in Latvia
Euromonitor International's Household Care in Latvia market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 78 | Publication date: Jul 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products
Executive summary
Household care continues to increase
In 2008, growth rates in household care in Latvia were lower than in 2007, but they continued to be quite significant. The main drivers were laundry care and dishwashing products. 2008 was the turning point in Latvian overheated economy. High inflation rate, declining purchasing power and imminent downturn in the economy slowed category growth pace. Nevertheless, as much household care was used on a daily basis, the category continued to grow in 2008.
Sales growth is caused mainly by high unit price increase
In the majority of categories of household care in Latvia in 2008, there was the same pattern – stable slight growth in volume and high unit price increase. The latter was caused by overall inflation in Latvia and increased retail mark-up. That meant that sales were driven by inflation – not volume sold.
Multinationals dominate in household care
Major shares in household care in Latvia belonged to multinational companies that had high brand recognition worldwide. The most significant share belonged to The Procter & Gamble Co. Notable local producers comprised only Spordriba AS and Kvadro SIA. Although these companies did not possess high value shares, their market positions were stable. Competition in household care was very intense, and even widespread advertising could not considerably impact the share of any one company.
Supermarkets/hypermarkets gains popularity as distribution channel
Supermarkets/hypermarkets was popular for several reasons. Consumers progressively lacked free time and many of them preferred to shop only once a week, purchasing the week’s requisites in advance. Supermarkets/hypermarkets offered a wide range of products that allowed consumers to save time by purchasing everything in one place. In addition, there were usually many special offers and discounts. For example, there were special HDP promotions for the whole week, or even month, when products could be purchased at especially low prices. Latvians rarely go shopping without a car, so the availability of parking space had a major impact on the popularity of certain outlets. There were usually large multi-storey car parks near hypermarkets and that gave this distribution channel further advantage. In addition, private label, available in supermarkets only, gradually gained popularity, as it was cheaper than branded products. One other important trend in supermarkets/hypermarkets’ distribution in 2008 was the increasing popularity of internet shopping: this allowed the ordering and purchasing of products without leaving homes or offices.
Indistinct economic situation may stagnate some categories
Household care in Latvia is currently quite saturated. The result is that consumers are not expected to purchase much more over the forecast period than they do presently. In addition, consumption patterns may change because of the vague economic situation in Latvia. Several products, for example, air care or some kinds of polishes, may be excluded from the shopping basket. On the contrary, household care products such as standard detergents, hand dishwashing and insecticides will always be in demand as they are first necessity goods. During the recent times both companies and consumers turned to environmentally friendly products. However, this trend is only developing for now and there are no especially bright launches in this category yet.
Table of contents
HOUSEHOLD CARE IN LATVIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Household care continues to increase
Sales growth is caused mainly by high unit price increase
Multinationals dominate in household care
Supermarkets/hypermarkets gains popularity as distribution channel
Indistinct economic situation may stagnate some categories
MARKET INDICATORS
Table 1 Households 2003-2008
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2003-2008
Table 3 Sales of Household Care by Sector: % Value Growth 2003-2008
Table 4 Household Care Company Shares 2004-2008
Table 5 Household Care Brand Shares 2005-2008
Table 6 Penetration of Private Label by Sector 2003-2008
Table 7 Sales of Household Care by Distribution Format: % Analysis 2003-2008
Table 8 Forecast Sales of Household Care by Sector: Value 2008-2013
Table 9 Forecast Sales of Household Care by Sector: % Value Growth 2008-2013
Table 10 Sales of Household Care by Sector and Distribution Format: % Analysis 2008
DEFINITIONS
Summary 1 Summary - Research Sources
LOCAL COMPANY PROFILES - LATVIA
SANO BRUNO'S ENTERPRISES LTD - HOUSEHOLD CARE - LATVIA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Summary - Sano Bruno’s Enterprises Ltd: Key Facts
Summary 3 Summary - Sano Bruno’s Enterprises Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Summary - Sano Bruno’s Enterprises Ltd: Competitive Position 2008
SPODRIBA AS - HOUSEHOLD CARE - LATVIA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Summary - Spodriba AS: Key Facts
Summary 6 Summary - Spodriba AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Summary - Spodriba AS: Competitive Position 2008
UNILEVER BALTIC LLC SIA - HOUSEHOLD CARE - LATVIA
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Summary - Unilever Baltic LLC SIA: Key Facts
Summary 9 Summary - Unilever Baltic LLC SIA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Summary - Unilever Baltic LLC SIA: Competitive Position 2008
LAUNDRY CARE IN LATVIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 11 Household Penetration of Washing Machines 2003-2008
SECTOR DATA
Table 12 Forecast Sales of Laundry Care by Subsector: % Value Growth 2008-2013
Table 13 Sales of Laundry Care by Subsector: Value 2003-2008
Table 14 Sales of Laundry Care by Subsector: % Value Growth 2003-2008
Table 15 Sales of Laundry Detergents by Type: Value 2003-2008
Table 16 Sales of Laundry Detergents by Type: % Value Growth 2003-2008
Table 17 Sales of Laundry Aids by Type: Value 2003-2008
Table 18 Sales of Laundry Aids by Type: % Value Growth 2003-2008
Table 19 Laundry Care Company Shares 2004-2008
Table 20 Laundry Care Brand Shares 2005-2008
Table 21 Laundry Detergents Company Shares 2004-2008
Table 22 Laundry Detergents Brand Shares 2005-2008
Table 23 Laundry Aids Company Shares 2004-2008
Table 24 Laundry Aids Brand Shares 2005-2008
Table 25 Forecast Sales of Laundry Care by Subsector: Value 2008-2013
DISHWASHING PRODUCTS IN LATVIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 26 Household Penetration of Dishwashers 2003-2008
SECTOR DATA
Table 27 Sales of Dishwashing Products by Subsector: Value 2003-2008
Table 28 Sales of Dishwashing Products by Subsector: % Value Growth 2003-2008
Table 29 Dishwashing Products Company Shares 2004-2008
Table 30 Dishwashing Products Brand Shares 2005-2008
Table 31 Forecast Sales of Dishwashing Products by Subsector: Value 2008-2013
Table 32 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2008-2013
SURFACE CARE IN LATVIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 33 Sales of Surface Care by Subsector: Value 2003-2008
Table 34 Sales of Surface Care by Subsector: % Value Growth 2003-2008
Table 35 Surface Care Company Shares 2004-2008
Table 36 Surface Care Brand Shares 2005-2008
Table 37 Forecast Sales of Surface Care by Subsector: Value 2008-2013
Table 38 Forecast Sales of Surface Care by Subsector: % Value Growth 2008-2013
CHLORINE BLEACH IN LATVIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 39 Sales of Chlorine Bleach: Value 2003-2008
Table 40 Sales of Chlorine Bleach: % Value Growth 2003-2008
Table 41 Chlorine Bleach Company Shares 2004-2008
Table 42 Chlorine Bleach Brand Shares 2005-2008
Table 43 Forecast Sales of Chlorine Bleach: Value 2008-2013
Table 44 Forecast Sales of Chlorine Bleach: % Value Growth 2008-2013
TOILET CARE PRODUCTS IN LATVIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 45 Sales of Toilet Care Products by Subsector: Value 2003-2008
Table 46 Sales of Toilet Care Products by Subsector: % Value Growth 2003-2008
Table 47 Toilet Care Products Company Shares 2004-2008
Table 48 Toilet Care Products Brand Shares 2005-2008
Table 49 Forecast Sales of Toilet Care Products by Subsector: Value 2008-2013
Table 50 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2008-2013
POLISHES IN LATVIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 51 Sales of Polishes by Subsector: Value 2003-2008
Table 52 Sales of Polishes by Subsector: % Value Growth 2003-2008
Table 53 Polishes Company Shares 2004-2008
Table 54 Polishes Brand Shares 2005-2008
Table 55 Forecast Sales of Polishes by Subsector: Value 2008-2013
Table 56 Forecast Sales of Polishes by Subsector: % Value Growth 2008-2013
AIR CARE IN LATVIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 57 Forecast Sales of Air Care by Subsector: % Value Growth 2008-2013
Table 58 Sales of Air Care by Subsector: Value 2003-2008
Table 59 Sales of Air Care by Subsector: % Value Growth 2003-2008
Table 60 Air Care Company Shares 2004-2008
Table 61 Air Care Brand Shares 2005-2008
Table 62 Forecast Sales of Air Care by Subsector: Value 2008-2013
INSECTICIDES IN LATVIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 63 Sales of Insecticides by Subsector: Value 2003-2008
Table 64 Sales of Insecticides by Subsector: % Value Growth 2003-2008
Table 65 Insecticides Company Shares 2004-2008
Table 66 Insecticides Brand Shares 2005-2008
Table 67 Forecast Sales of Insecticides by Subsector: Value 2008-2013
Table 68 Forecast Sales of Insecticides by Subsector: % Value Growth 2008-2013