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: 72 | Publication date: Feb 2007
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
Economic Environment Surges Ahead
While employment in the country increased at the end of the review period, boosting sales of household care products, value growth was also boosted by the country’s high inflation rate of 7.5%. This represented a continued increase on the high rate seen in previous year. While the strong economy had a positive impact to some extent, with increased employment and a buoyant property market, analysts are concerned that the country’s economy is in danger of overheating. During the review period continued inflation forced the Latvian Government to abandon its plan to switch to the euro in 2008, with some analysts predicting that this is unlikely to occur before 2012.
Healthy Jobs Market Boosts Growth
Rising incomes resulting from the employment opportunities in industries such as construction and retail led to consumers trading up to more advanced household care products such as kitchen cleaners. Greater demand for such offerings was also underpinned by the building of new homes, as well as an increasing number of women in the formal workplace. Growing use of credit by consumers also resulted in more purchases of high ticket items such as automatic washing machines and dishwashers, although penetration of the latter remained very low at the end of the review period.
Multinationals Dominant In Household Care
Most areas of the household care market in Latvia are dominated by multinational companies. These large international players benefit from their ability to implement advertising and promotional campaigns to attract consumers, and buy key shelf space in retail outlets, particularly supermarkets and hypermarkets. Of particular benefit is their ability to introduce products which have performed well in other markets but are new to Latvian consumers, such as advanced hand dishwashing and air care products.
Larger Retail Outlets Gain Share
During the Soviet era household care products in Latvia were distributed mainly through pharmacies. In recent years purchases of such products through supermarkets and hypermarkets and discounters have increased, however. This is particularly evident in urban areas, where these outlets are dedicating more space to such products. These outlets appeal to consumers seeking a convenient 1-stop shopping solution, benefiting from offerings a wide range of products in all price segments, making them attractive to both affluent consumers and their less well-off counterparts. Discounter chains already present in the market have announced ambition expansion plans, with more new players expected to enter the market in coming years. With their low prices, these outlets are likely to continue gaining share.
Future Economic Performance Key To Household Care Growth
The future performance of the household care market in Latvia is dependent on the county’s economy. If the government fails to get a grip on inflation, rising prices of staple products could force consumers to reduce expenditure on items such as household care products. On 12 February 2007 Latvia’s Ministry of Finance stated that it expects consumer prices to increase by 6.7% over the course of the year, but given that many regulated prices, such as transportation, gas, water and electricity, are all set to rise significantly in coming months, there is speculation by some analysts that inflation reach a record in 2007. Many businesses have reportedly budgeted for higher labour and other costs, which may well force them to increase prices for goods and services, which would have an adverse impact on consumer spending power.
Table of contents
HOUSEHOLD CARE IN LATVIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Economic Environment Surges Ahead
Healthy Jobs Market Boosts Growth
Multinationals Dominant In Household Care
Larger Retail Outlets Gain Share
Future Economic Performance Key To Household Care Growth
KEY TRENDS AND DEVELOPMENTS
Latvia’s Economic Growth Impacts Household Care
Buoyant Employment Market Stimulates Growth
Women An Important Consumer Segment
Construction Boosts Household Care Market
Shift Towards More Modern Distribution Channels
Market Indicators
Table 1 Households 2000-2005
Market Data
Table 2 Sales of Household Care by Sector: Value 2000-2005
Table 3 Sales of Household Care by Sector: % Value Growth 2000-2005
Table 4 Household Care Company Shares 2001-2005
Table 5 Household Care Brand Shares 2002-2005
Table 6 Sales of Household Care by Distribution Format: % Analysis 1999/2004
Table 7 Sales of Household Care by Sector and Distribution Format: % Analysis 2004
Table 8 Penetration of Private Label by Sector 2001- 2004
Table 9 Forecast Sales of Household Care by Sector: Value 2005-2010
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2005-2010
LAUNDRY CARE - LATVIA
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 11 Sales of Laundry Care by Subsector: Value 2000-2005
Table 12 Sales of Laundry Care by Subsector: % Value Growth 2000-2005
Table 13 Laundry Care Company Shares 2001-2005
Table 14 Laundry Care Brand Shares 2002-2005
Table 15 Forecast Sales of Laundry Care by Subsector: Value 2005-2010
Table 16 Forecast Sales of Laundry Care by Subsector: % Value Growth 2005-2010
Table 17 Sales of Laundry Detergents by Type: Value 2000-2005
Table 18 Sales of Laundry Detergents by Type: % Value Growth 2000-2005
Table 19 Laundry Detergents Company Shares 2001-2005
Table 20 Laundry Detergents Brand Shares 2002-2005
Table 21 Sales of Fabric Softeners by Type: Value 2000-2005
Table 22 Sales of Fabric Softeners by Type: % Value Growth 2000-2005
Table 23 Fabric Softeners Brand Shares 2002-2005
Table 24 Sales of Laundry Aids by Type: Value 2000-2005
Table 25 Sales of Laundry Aids by Type: % Value Growth 2000-2005
Table 26 Laundry Aids Company Shares 2001-2005
Table 27 Laundry Aids Brand Shares 2002-2005
DISHWASHING PRODUCTS – LATVIA
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 28 Sales of Dishwashing Products by Subsector: Value 2000-2005
Table 29 Sales of Dishwashing Products by Subsector: % Value Growth 2000-2005
Table 30 Dishwashing Products Company Shares 2001-2005
Table 31 Dishwashing Products Brand Shares 2002-2005
Table 32 Forecast Sales of Dishwashing Products by Subsector: Value 2005-2010
Table 33 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2005-2010
SURFACE CARE – LATVIA
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 34 Sales of Surface Care by Subsector: Value 2000-2005
Table 35 Sales of Surface Care by Subsector: % Value Growth 2000-2005
Table 36 Surface Care Company Shares 2001-2005
Table 37 Surface Care Brand Shares 2002-2005
Table 38 Forecast Sales of Surface Care by Subsector: Value 2005-2010
Table 39 Forecast Sales of Surface Care by Subsector: % Value Growth 2005-2010
CHLORINE BLEACH – LATVIA
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 40 Sales of Chlorine Bleach: Value 2000-2005
Table 41 Sales of Chlorine Bleach: % Value Growth 2000-2005
Table 42 Chlorine Bleach Company Shares 2001-2005
Table 43 Chlorine Bleach Brand Shares 2002-2005
Table 44 Forecast Sales of Chlorine Bleach: Value 2005-2010
Table 45 Forecast Sales of Chlorine Bleach: % Value Growth 2005-2010
TOILET CARE PRODUCTS – LATVIA
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 46 Sales of Toilet Care Products by Subsector: Value 2000-2005
Table 47 Sales of Toilet Care Products by Subsector: % Value Growth 2000-2005
Table 48 Toilet Care Products Company Shares 2001-2005
Table 49 Toilet Care Products Brand Shares 2002-2005
Table 50 Forecast Sales of Toilet Care Products by Subsector: Value 2005-2010
Table 51 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2005-2010
POLISHES – LATVIA
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 52 Sales of Polishes by Subsector: Value 2000-2005
Table 53 Sales of Polishes by Subsector: % Value Growth 2000-2005
Table 54 Polishes Company Shares 2001-2005
Table 55 Polishes Brand Shares 2002-2005
Table 56 Forecast Sales of Polishes by Subsector: Value 2005-2010
Table 57 Forecast Sales of Polishes by Subsector: % Value Growth 2005-2010
AIR CARE – LATVIA
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 58 Sales of Air Care by Subsector: Value 2000-2005
Table 59 Sales of Air Care by Subsector: % Value Growth 2000-2005
Table 60 Air Care Company Shares 2001-2005
Table 61 Air Care Brand Shares 2002-2005
Table 62 Forecast Sales of Air Care by Subsector: Value 2005-2010
Table 63 Forecast Sales of Air Care by Subsector: % Value Growth 2005-2010
INSECTICIDES – LATVIA
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 64 Sales of Insecticides by Subsector: Value 2000-2005
Table 65 Sales of Insecticides by Subsector: % Value Growth 2000-2005
Table 66 Insecticides Company Shares 2001-2005
Table 67 Insecticides Brand Shares 2002-2005
Table 68 Forecast Sales of Insecticides by Subsector: Value 2005-2010
Table 69 Forecast Sales of Insecticides by Subsector: % Value Growth 2005-2010
THE PROCTER & GAMBLE CO
Strategic Direction
Key Facts
Summary 1 Procter & Gamble Marketing Latvia Ltd: Key Facts
Competitive Positioning
RECKITT BENCKISER PLC
Strategic Direction
Key Facts
Summary 2 Reckitt Benckiser Plc: Key Facts
Competitive Positioning
SPODRIBA AS
Strategic Direction
Key Facts
Summary 3 Spodriba AS: Key Facts
Company Background
Competitive Positioning
DEFINITIONS