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Country Report

Latvia Flag Confectionery in Latvia

| Pages: 45

Price: US$2,100

About this Report

Executive Summary

Chocolate Confectionery

TRENDS

  • Growth in chocolate confectionery retail volume sales in 2015 was up slightly on 2014, mainly thanks to improvements in consumer purchasing power. Consumer interest in the category was also strengthened as favourable economic conditions encouraged companies to introduce new products at different price points. Retail volume growth was further bolstered by increasing price competition, though this trend caused current value sales growth to slow slightly as compared to 2014.

COMPETITIVE LANDSCAPE

  • Laima remained the clear leader in chocolate confectionery in 2015 with an overall value share of 34%. The company has a longstanding presence in Latvia, and its eponymous brand is strongly associated with good quality, traditional chocolate products. Together with its domestic origins (even though it is now part of the Norwegian Orkla Group), this association helps to sustain high levels of consumer loyalty towards the Laima brand. The company’s commanding lead also reflects the fact that it is one of the most active players within chocolate confectionery when it comes to developing new products. Mondelez Latvija ranked second overall in 2015 with a value share of 18%, followed by Ferrero with a 13% share. Other prominent competitors included Mars Inc, Fazer Latvija SIA, Vilniaus Pergale AB and Pure Chocolate SIA.

PROSPECTS

  • Growth in chocolate confectionery retail volume sales over the forecast period is expected to be slower than during the review period, as is value sales growth at constant 2015 prices. The slowdown will be partly due to maturity, though the health and wellness will also restrict volume growth, while constant value growth will be tempered by increasing price competition and rising demand for economy brands and private label products among lower income consumers. Nonetheless, together with new launches and marketing activities, further improvements in consumer purchasing power should ensure that the category continues to perform reasonably well overall. In particular, rising disposable incomes should bolster demand for higher quality and more sophisticated products, including artisanal products. This could attract new entrants and lead to greater fragmentation in chocolate confectionery over the medium-to-long term.

Gum

TRENDS

  • Retail volume and current value growth rates for gum in 2015 were both down on the respective review period CAGRs. This was mainly due to maturity, though current value growth was also restricted by increasing price competition. Nonetheless, the category continued to perform reasonably well overall, with retail volume growth equalling that recorded the previous year and current value sales growing at a rate that was only slightly slower than in 2014. This performance was underpinned by favourable economic conditions, which made many consumers more inclined to increase spending on impulse and indulgence products like gum. New launches and marketing activities also helped to sustain robust growth in retail volume and current value sales.

COMPETITIVE LANDSCAPE

  • Wrigley remained the dominant player in gum in 2015 with an overall value share of 72%. The company’s dominance is built on an extensive and diverse portfolio that offers a variety of flavours and includes well established and widely distributed brands such as Orbit, Hubba Bubba and Juicy Fruit. Additionally, Wrigley enjoys a strong early mover advantage when it comes to offering sugar free mint-flavoured chewing gum, the most popular type among Latvians. The company provides consistently strong advertising support for its products; throughout the review period, for example, Orbit benefited from advertising campaigns that focused heavily on the oral hygiene and dental health benefits of the brand. Another key factor behind the success of Wrigley is that its gum brands tend to be allocated the best shelf positions in retail outlets, particularly chained outlets. Cadbury Nederland BV was the second leading player in gum in 2015 with an overall value share of 22%, while Perfetti Van Melle Group finished a distant third with a 4% share.

PROSPECTS

  • Growth in gum retail volume sales over the forecast period is expected to be slower than during the review period, as is value sales growth at constant 2015 prices. The slowdown will be mainly the result of increasing maturity and population decline. Nonetheless, retail volume and constant value growth rates will remain reasonably robust overall as further economic improvements bolster spending on impulse purchases and rising health awareness continues to strengthen consumer appreciation for the oral hygiene benefits of gum. With regard to the latter trend, it is likely that consumers will show a growing preference for sugar free products that offer added value benefits. New launches and marketing activities will also help to sustain the positive development of the gum category towards 2020.

Sugar Confectionery

TRENDS

  • Retail volume and current value growth rates for sugar confectionery in 2015 were slower than the respective CAGRs for the entire review period. This was mainly due to increasing maturity and population decline in Latvia. Nonetheless, retail volume and current value sales still surpassed those recorded in 2014, as like other impulse and indulgence categories sugar confectionery benefited as improvements in purchasing power bolstered consumer spending on non-essentials. New launches and marketing activities also had a positive impact on the category’s overall performance.

COMPETITIVE LANDSCAPE

  • Laima maintained its leadership in sugary confectionery in 2015, claiming an overall value sales share of 22% with its eponymous brand. Laima has long been a flagship local brand in this category, and thus benefits from strong consumer loyalty and a superior understanding of the traditional tastes and preferences of Latvians. Another key factor in its success is that the Laima product range is both broad and frequently updated. Haribo GmbH & Co KG was the second leading sugar confectionery player overall in 2015 with a value share of 12%, followed by Leaf Suomi Oy with a share of just under 12%. Other prominent competitors included Felix Abba Oy Ab, PPHU Bomilla, Wrigley Scandinavia AB, August Storck KG and Nestlé SA.

PROSPECTS

  • Growth in sugar confectionery retail volume sales over the forecast period is expected to be slower than during the review period, as is value sales growth at constant 2015 prices. The slowdown will be mainly due to maturity and population decline, though constant value growth will also be restricted as price competition intensifies. Nonetheless, the category will continue to perform reasonably well overall as further improvements in purchasing power lead Latvians to increase spending on impulse and indulgence products like sugar confectionery. New launches and marketing activities will also help to sustain the positive development of the category, which is likely to witness greater consolidation as major players move to strengthen their positions and smaller, lower end brands find it increasingly difficult to compete.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Confectionery industry in Latvia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Confectionery industry in Latvia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Confectionery in Latvia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Confectionery in Latvia?
  • What are the major brands in Latvia?
  • With economic recovery far from guaranteed, are consumers cutting back on impulse and indulgence food items like confectionery?
  • How are manufacturers addressing consumer concerns over health and obesity?
  • What does the future hold for ethically sourced products?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Packaged Food market research database.

Table of Contents

Confectionery in Latvia - Category Analysis

CHOCOLATE CONFECTIONERY

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Summary 1 Other Chocolate Confectionery: Product Types
  • Table 1 Sales of Chocolate Confectionery by Category: Volume 2010-2015
  • Table 2 Sales of Chocolate Confectionery by Category: Value 2010-2015
  • Table 3 Sales of Chocolate Confectionery by Category: % Volume Growth 2010-2015
  • Table 4 Sales of Chocolate Confectionery by Category: % Value Growth 2010-2015
  • Table 5 Sales of Chocolate Tablets by Type: % Value Breakdown 2010-2015
  • Table 6 NBO Company Shares of Chocolate Confectionery: % Value 2011-2015
  • Table 7 LBN Brand Shares of Chocolate Confectionery: % Value 2012-2015
  • Table 8 Distribution of Chocolate Confectionery by Format: % Value 2010-2015
  • Table 9 Forecast Sales of Chocolate Confectionery by Category: Volume 2015-2020
  • Table 10 Forecast Sales of Chocolate Confectionery by Category: Value 2015-2020
  • Table 11 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2015-2020
  • Table 12 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2015-2020

SUGAR CONFECTIONERY

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 13 Sales of Sugar Confectionery by Category: Volume 2010-2015
  • Table 14 Sales of Sugar Confectionery by Category: Value 2010-2015
  • Table 15 Sales of Sugar Confectionery by Category: % Volume Growth 2010-2015
  • Table 16 Sales of Sugar Confectionery by Category: % Value Growth 2010-2015
  • Table 17 Sales of Pastilles, Gums, Jellies and Chews by Type: % Value Breakdown 2010-2015
  • Table 18 NBO Company Shares of Sugar Confectionery: % Value 2011-2015
  • Table 19 LBN Brand Shares of Sugar Confectionery: % Value 2012-2015
  • Table 20 Distribution of Sugar Confectionery by Format: % Value 2010-2015
  • Table 21 Forecast Sales of Sugar Confectionery by Category: Volume 2015-2020
  • Table 22 Forecast Sales of Sugar Confectionery by Category: Value 2015-2020
  • Table 23 Forecast Sales of Sugar Confectionery by Category: % Volume Growth 2015-2020
  • Table 24 Forecast Sales of Sugar Confectionery by Category: % Value Growth 2015-2020
  • Summary 2 Other Sugar Confectionery: Product Types

GUM

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 25 Sales of Gum by Category: Volume 2010-2015
  • Table 26 Sales of Gum by Category: Value 2010-2015
  • Table 27 Sales of Gum by Category: % Volume Growth 2010-2015
  • Table 28 Sales of Gum by Category: % Value Growth 2010-2015
  • Table 29 NBO Company Shares of Gum: % Value 2011-2015
  • Table 30 LBN Brand Shares of Gum: % Value 2012-2015
  • Table 31 Distribution of Gum by Format: % Value 2010-2015
  • Table 32 Forecast Sales of Gum by Category: Volume 2015-2020
  • Table 33 Forecast Sales of Gum by Category: Value 2015-2020
  • Table 34 Forecast Sales of Gum by Category: % Volume Growth 2015-2020
  • Table 35 Forecast Sales of Gum by Category: % Value Growth 2015-2020

Confectionery in Latvia - Company Profiles

Laima AS in Packaged Food (Latvia)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 3 Laima AS: Key Facts
  • Summary 4 Laima AS: Operational Indicators

COMPETITIVE POSITIONING

  • Summary 5 Laima AS: Competitive Position 2015

Packaged Food in Latvia - Industry Context

EXECUTIVE SUMMARY

Despite a positive 2015, performance is slightly weaker than the review period

Positive economic environment benefits consumer confidence and drives up sales

Competitive environment faces fewer changes in 2015

Major distribution channels not only preserve their share, but effectively expand

Packaged food is set to see positive value growth going forward, albeit at a slower rate

FOODSERVICE: KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 36 Foodservice Sales of Packaged Food by Category: Volume 2010-2015
  • Table 37 Foodservice Sales of Packaged Food by Category: % Volume Growth 2010-2015
  • Table 38 Forecast Foodservice Sales of Packaged Food by Category: Volume 2015-2020
  • Table 39 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2015-2020

MARKET DATA

  • Table 40 Sales of Packaged Food by Category: Volume 2010-2015
  • Table 41 Sales of Packaged Food by Category: Value 2010-2015
  • Table 42 Sales of Packaged Food by Category: % Volume Growth 2010-2015
  • Table 43 Sales of Packaged Food by Category: % Value Growth 2010-2015
  • Table 44 GBO Company Shares of Packaged Food: % Value 2011-2015
  • Table 45 NBO Company Shares of Packaged Food: % Value 2011-2015
  • Table 46 LBN Brand Shares of Packaged Food: % Value 2012-2015
  • Table 47 Penetration of Private Label by Category: % Value 2010-2015
  • Table 48 Distribution of Packaged Food by Format: % Value 2010-2015
  • Table 49 Distribution of Packaged Food by Format and Category: % Value 2015
  • Table 50 Forecast Sales of Packaged Food by Category: Volume 2015-2020
  • Table 51 Forecast Sales of Packaged Food by Category: Value 2015-2020
  • Table 52 Forecast Sales of Packaged Food by Category: % Volume Growth 2015-2020
  • Table 53 Forecast Sales of Packaged Food by Category: % Value Growth 2015-2020

SOURCES

  • Summary 6 Research Sources

Segmentation

This market research report includes the following:

  • Packaged Food
    • Confectionery
      • Chocolate Confectionery
        • Bagged Selflines/Softlines
        • Boxed Assortments
          • Standard Boxed Assortments
          • Twist Wrapped Miniatures
        • Chocolate with Toys
        • Countlines
        • Seasonal Chocolate
        • Tablets
        • Other Chocolate Confectionery
      • Gum
        • Bubble Gum
        • Chewing Gum
      • Sugar Confectionery
        • Boiled Sweets
        • Liquorice
        • Lollipops
        • Medicated Confectionery
        • Mints
          • Power Mints
          • Standard Mints
        • Pastilles, Gums, Jellies and Chews
        • Toffees, Caramels and Nougat
        • Other Sugar Confectionery

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares
  • Distribution
  • Analysis by Type
  • Pricing
  • Products by Ingredient

Market size details:

  • Retail volume
  • Retail volume % growth
  • Retail volume per capita
  • Foodservice volume
  • Foodservice volume % growth
  • Foodservice volume per capita
  • Total volume
  • Total volume % growth
  • Total volume per capita
  • Retail value retail selling price % growth
  • Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price % growth
  • Retail value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail volume (tonnes)
  • Retail volume (tonnes) % growth
  • Retail volume (tonnes) per capita
  • Foodservice volume (tonnes)
  • Foodservice volume (tonnes) % growth
  • Foodservice volume (tonnes) per capita
  • Total volume (tonnes)
  • Total volume (tonnes) % growth
  • Total volume (tonnes) per capita

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