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: Jun 2008
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
Household care products continued its growth. In 2007, it displayed the highest growth rate of the review period years. Although all of the categories within household care continued with growth, the absolute leader was surface care. It experienced impressive growth, and greatly exceeded the next best performing category – toilet care products. Household care is expected to continue with moderate growth over the forecast period. The main drivers appear to be dishwashing products, laundry care and air care.
Increasing inflation boosts unit prices in household care
Extremely high inflation in Latvia impacted household care in 2007. Unit prices increased, although not by as much as those of food products. This trend had a duel impact on household care. In the first instance, the retail value of household care increased because of unit price increases. Latvians then were increasingly concerned about primary products, such as food, and thus started to curtail spending on household care. This negatively impacted household care, as lower priced products were chosen and thus suspended product premiumisation.
Several local manufacturers compete with multinationals
Although there were several local manufacturers, multinationals ruled in household care in Latvia. The leaders of disposable paper products in 2007 remained The Procter & Gamble Co, Reckitt Benckiser Plc, Unilever Baltic LLC SIA and Henkel KGaA. Multinationals operate in different countries all over the world and are considered to be the giants. They, therefore, were very difficult for local manufacturers to compete with, due to their sizable resources for multiform actions to retain their leading positions. According to the Latvian Press Publishers Association, the largest household care advertisers were Procter & Gamble, Unilever, Reckitt Benckiser, Henkel and Colgate-Palmolive Co. There were no noticeable local manufacturers’ advertising campaigns except an information campaign – ‘Choose Latvian product’.
Distribution channels remain stable
The main distribution channels for household care in Latvia were supermarkets/hypermarkets and health and beauty retailers. This can be explained by the observed trend that Latvian consumers aspired to do their shopping in one shopping centre in order to save time. Health and beauty retailers also had a section in all shopping centres in Latvia.
Analysts warn about economic overheating discomfort
Due to economic growth in Latvia not being highly buoyant or too optimistic over the forecast period, moderate growth of all categories of household care is expected. The annual inflation rate recorded in 2007 is expected to slightly decrease the purchasing power of several price sensitive social orders. There may be, therefore, a downturn in the consumption of luxury and non-essential household care products over the forecast period. However, it is not believed that it will strongly influence the most common household care categories, such as laundry care, dishwashing products and toilet care.
Table of contents
HOUSEHOLD CARE IN LATVIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Household care continues to increase
Increasing inflation boosts unit prices in household care
Several local manufacturers compete with multinationals
Distribution channels remain stable
Analysts warn about economic overheating discomfort
MARKET INDICATORS
Table 1 Households 2002-2007
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2002-2007
Table 3 Sales of Household Care by Sector: % Value Growth 2002-2007
Table 4 Household Care Company Shares 2003-2007
Table 5 Household Care Brand Shares 2004-2007
Table 6 Penetration of Private Label by Sector 2003-2007
Table 7 Sales of Household Care by Distribution Format: % Analysis 2002-2007
Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2007
Table 9 Forecast Sales of Household Care by Sector: Value 2007-2012
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2007-2012
DEFINITIONS
Sources
Summary 1 Research Sources
LAUNDRY CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 11 Sales of Laundry Care by Subsector: Value 2002-2007
Table 12 Sales of Laundry Care by Subsector: % Value Growth 2002-2007
Table 13 Sales of Laundry Detergents by Type: Value 2002-2007
Table 14 Sales of Laundry Detergents by Type: % Value Growth 2002-2007
Table 15 Sales of Laundry Aids by Type: Value 2002-2007
Table 16 Sales of Laundry Aids by Type: % Value Growth 2002-2007
Table 17 Laundry Care Company Shares 2003-2007
Table 18 Laundry Care Brand Shares 2004-2007
Table 19 Laundry Detergents Company Shares 2003-2007
Table 20 Laundry Detergents Brand Shares 2004-2007
Table 21 Laundry Aids Company Shares 2003-2007
Table 22 Laundry Aids Brand Shares 2004-2007
Table 23 Forecast Sales of Laundry Care by Subsector: Value 2007-2012
Table 24 Forecast Sales of Laundry Care by Subsector: % Value Growth 2007-2012
DISHWASHING PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 25 Sales of Dishwashing Products by Subsector: Value 2002-2007
Table 26 Sales of Dishwashing Products by Subsector: % Value Growth 2002-2007
Table 27 Dishwashing Products Company Shares 2003-2007
Table 28 Dishwashing Products Brand Shares 2004-2007
Table 29 Forecast Sales of Dishwashing Products by Subsector: Value 2007-2012
Table 30 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2007-2012
SURFACE CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 31 Sales of Surface Care by Subsector: Value 2002-2007
Table 32 Sales of Surface Care by Subsector: % Value Growth 2002-2007
Table 33 Surface Care Company Shares 2003-2007
Table 34 Surface Care Brand Shares 2004-2007
Table 35 Forecast Sales of Surface Care by Subsector: Value 2007-2012
Table 36 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012
CHLORINE BLEACH
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 37 Sales of Chlorine Bleach: Value 2002-2007
Table 38 Sales of Chlorine Bleach: % Value Growth 2002-2007
Table 39 Chlorine Bleach Company Shares 2003-2007
Table 40 Chlorine Bleach Brand Shares 2004-2007
Table 41 Forecast Sales of Chlorine Bleach: Value 2007-2012
Table 42 Forecast Sales of Chlorine Bleach: % Value Growth 2007-2012
TOILET CARE PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 43 Sales of Toilet Care Products by Subsector: Value 2002-2007
Table 44 Sales of Toilet Care Products by Subsector: % Value Growth 2002-2007
Table 45 Toilet Care Products Company Shares 2003-2007
Table 46 Toilet Care Products Brand Shares 2004-2007
Table 47 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012
Table 48 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012
POLISHES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 49 Sales of Polishes by Subsector: Value 2002-2007
Table 50 Sales of Polishes by Subsector: % Value Growth 2002-2007
Table 51 Polishes Company Shares 2003-2007
Table 52 Polishes Brand Shares 2004-2007
Table 53 Forecast Sales of Polishes by Subsector: Value 2007-2012
Table 54 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012
AIR CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 55 Sales of Air Care by Subsector: Value 2002-2007
Table 56 Sales of Air Care by Subsector: % Value Growth 2002-2007
Table 57 Air Care Company Shares 2003-2007
Table 58 Air Care Brand Shares 2004-2007
Table 59 Forecast Sales of Air Care by Subsector: Value 2007-2012
Table 60 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012
INSECTICIDES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 61 Sales of Insecticides by Subsector: Value 2002-2007
Table 62 Sales of Insecticides by Subsector: % Value Growth 2002-2007
Table 63 Insecticides Company Shares 2003-2007
Table 64 Insecticides Brand Shares 2004-2007
Table 65 Forecast Sales of Insecticides by Subsector: Value 2007-2012
Table 66 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012
SANO BRUNO’S ENTERPRISES LTD
Strategic Direction
Key Facts
Summary 2 Sano Bruno’s Enterprises Ltd: Key Facts
Company Background
Production
Competitive Positioning
Summary 3 Sano Bruno’s Enterprises Ltd: Competitive Position 2007
SPODRIBA AS
Strategic Direction
Key Facts
Summary 4 Spodriba AS: Key Facts
Summary 5 Spodriba AS: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 6 Spodriba AS: Competitive Position 2007