Executive Summary

Feb 2019
PROSPECTS
Consumers shift to premium offerings as economy improves

Air care is not viewed as a household essential in Latvia and therefore is reliant on a positive economic outlook. Nevertheless, with Latvia’s economy performing well towards the end of the review period and with a positive outlook for the forecast period air care is set to see a strong performance in value terms, while volume sales should stabilise after seeing a decline during the review period.

Concerns over health and the environment present a challenge and an opportunity

Air care is used to improve a home’s atmosphere and to remove or hide bad smells. However, there are also mounting concerns over the chemicals introduced by home care products, including air care.

Internet retailing on the rise within air care

Hypermarkets and supermarkets continue to dominate the distribution of air care in Latvia with these stores offering a wide range of products. With consumers remaining price conscious they are also attracted to the discounts and promotions available in these stores.

COMPETITIVE LANDSCAPE
Air Wick dominates air care

Reckitt Benckiser SA dominates air care in Latvia with its well-known Air Wick brand which is present in several air care categories. The brand’s success lies in its wide product range which features both affordable products such as its selection of spray/aerosol air fresheners as well as its premium offering under its Air Wick Freshmatic line of electric air fresheners.

Affordable brands and private label see strong growth

Health and beauty specialist retailer Drogas saw the most dynamic growth in current value terms in 2018. Its Domol line of private label air care attracts consumers thanks to its lower price when compared to the leading international brands, while it also benefits from the retailer’s wide network of stores.

Lack of eco-friendly air care products

With local players such as Spodriba and Purenn finding success in other areas of home care with their eco-friendly and sustainable products it is possible that they may choose to branch out into air care, with there being a gap in the market for such products. Consumers have become increasingly aware of the potential dangers of using air care products and as such increasing numbers are refraining from using them.

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Air Care in Latvia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Air Care 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 Air Care industry in Latvia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Air Care in Latvia market research report includes:

  • Analysis of key supply-side and demand trends
  • 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 Air Care in Latvia?
  • What are the major brands in Latvia?
  • How do plug-in electric air fresheners perform compared to the battery-operated ones?
  • What is the most dynamic air care category?

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 Home Care market research database.

Air Care in Latvia - Category analysis

HEADLINES

PROSPECTS

Consumers shift to premium offerings as economy improves
Concerns over health and the environment present a challenge and an opportunity
Internet retailing on the rise within air care

COMPETITIVE LANDSCAPE

Air Wick dominates air care
Affordable brands and private label see strong growth
Lack of eco-friendly air care products

CATEGORY DATA

Table 1 Sales of Air Care by Category: Value 2013-2018
Table 2 Sales of Air Care by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Air Care: % Value 2014-2018
Table 4 LBN Brand Shares of Air Care: % Value 2015-2018
Table 5 Forecast Sales of Air Care by Category: Value 2018-2023
Table 6 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Home Care in Latvia - Industry Overview

EXECUTIVE SUMMARY

Home care benefits from improving economy
Convenience, health and the environment important to consumers
International players dominate but lose share to local companies
Hypermarkets and non-grocery specialists on the rise
Home care set to grow as consumers shift to convenient and green products

MARKET INDICATORS

Table 7 Households 2013-2018

MARKET DATA

Table 8 Sales of Home Care by Category: Value 2013-2018
Table 9 Sales of Home Care by Category: % Value Growth 2013-2018
Table 10 NBO Company Shares of Home Care: % Value 2014-2018
Table 11 LBN Brand Shares of Home Care: % Value 2015-2018
Table 12 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 13 Distribution of Home Care by Format: % Value 2013-2018
Table 14 Distribution of Home Care by Format and Category: % Value 2018
Table 15 Forecast Sales of Home Care by Category: Value 2018-2023
Table 16 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources