Having seen positive growth throughout the earlier years of the review period, retail volume and value sales of baby and child-specific products slipped into decline in 2020, when the pandemic first hit the country. The category was affected by COVID-19 as the closure of schools and kindergartens meant that fewer childcare products were needed.
Online ordering, which was already growing over the earlier years of the review period, received a strong boost to sales and share in baby and child-specific products in 2020, when some non-essential stores were forced to closed or operate with restrictions in place. In addition, shoppers had concerns about visiting physical stores when case numbers were spiking.
Lidl opened its first stores in Latvia in 2021 and introduced baby and child-orientated products under its Lupilu private label line. The share of Lidl’s private label products is set to increase as the discounter chain expands during the forecast period, likely putting downward pressure on the prices of baby and child-specific products.
The falling birth rate in Latvia, and the lack of serious action by the authorities to address this demographic trend, is predicted to limit the growth potential in the category over the forecast period. Various unfavourable social and economic factors are set to continue to discourage young adults in Latvia from having babies and starting families, including harsh economic conditions for low-income households and the high rate of emigration among young adults, especially graduates.
Parents are highly likely to continue using online shopping and online price comparison options even once the prolonged period of social distancing is over, appreciating the convenience this offers and instant access to a wider range of products it provides.
Sales are also likely to benefit from the increasingly wide range of products on offer, as consumers become more accustomed to using baby and child-specific products, rather than standard beauty and personal care items. In addition, in line with the general trend in adult skin care, a shift to more natural products with fewer harmful ingredients is anticipated, as parents avail themselves of a wider choice of specialist skin-friendly options for babies and children.
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Understand the latest market trends and future growth opportunities for the Baby Care industry in Latvia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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Includes products for babies and toddlers aged 0-3 years and products for children under 11 years of age. Adult products with a secondary claim such as ‘suitable for children and sensitive skins’, are not included.See All of Our Definitions
This report originates from Passport, our Baby Care research and analysis database.
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