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Country Report

Beauty and Personal Care in

Beauty and Personal Care in Latvia

98 pages, May 2018

US$2,650

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Executive Summary

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Latvian beauty and personal care witnessing a shift towards the premium segment

The Latvian beauty and personal care market, which can be considered both saturated and mature, is facing future challenges related to the country’s shrinking population and fears of possible economic volatility, with Latvians not having forgotten the 2008 financial crisis and recent ban on exports to Russia. Nevertheless, with volume sales stagnant or rising only slightly, the industry’s value growth is being driven by a steady shift from mass to premium products.

Smaller players focus on niches, leaving the mass segment to global brands

Global companies, with their large brand and product portfolios, continued to lead all beauty and personal care categories in 2017. Due to intensifying competition and the small size of the Latvian market, smaller players and retailers are thus changing their strategies, increasingly focusing on niches to offer consumers more exclusive brands and a more personalised shopping experience.

Latvian manufacturers showing some ambition with their new product developments

New product developments were launched by both local players and global manufacturers in 2017. Some of the most significant launches were seen in face masks, with these including charcoal activated products as well as a further extension to the L’Oréal Paris Pure Clay mask line, featuring red algae and eucalyptus.

Counterfeit products pose a threat to the premium segment

According to the country’s Patent Office, the Latvian beauty and personal care market loses around EUR6 million a year to counterfeit goods, with this mainly affecting premium offerings. These goods were previously mostly distributed either via direct sales agents or outdoor markets but have now moved online to ensure the seller’s anonymity.

Future growth to depend on new product development and the use of digital tools

Over the forecast period and beyond, generating volume growth will remain a challenge, with manufacturers and retailers instead looking to drive value sales through a focus on better quality and more technologically advanced products in both the mass and premium segments. However, the premium segment is expected to continue to outperform the mass segment as consumers are demanding more sophisticated products and are paying greater attention to their personal grooming and appearance.

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Beauty and Personal Care Sample Report Beauty and Personal Care Sample Data

Overview

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Overview

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

When you purchase this report, you also get the data and the content from these category reports in Latvia for free:

The Beauty and Personal Care 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 Beauty and Personal Care in Latvia?
What are the major brands in Latvia?
How are sales of mass versus premium beauty products evolving?
What are the key shifts in retail channel distribution?

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 Beauty and Personal Care market research database.

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Beauty and Personal Care in Latvia

EXECUTIVE SUMMARY

Latvian beauty and personal care witnessing a shift towards the premium segment

Smaller players focus on niches, leaving the mass segment to global brands

Latvian manufacturers showing some ambition with their new product developments

Counterfeit products pose a threat to the premium segment

Future growth to depend on new product development and the use of digital tools

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2012-2017
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2014-2017
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2012-2017
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2012-2017
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2017
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Baby and Child-Specific Products in Latvia

HEADLINES

PROSPECTS

Organic and paraben-free products on the rise

Baby wipes the best performing category in 2017

New launches tend to disappear rapidly due to the vast assortment of products available

COMPETITIVE LANDSCAPE

International players lead a saturated category

Health and beauty specialist retailers dominate distribution

Local players look to premium-positioned natural products to drive sales

CATEGORY DATA

Table 11 Sales of Baby and Child-specific Products by Category: Value 2012-2017
Table 12 Sales of Baby and Child-specific Products by Category: % Value Growth 2012-2017
Table 13 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2012-2017
Table 14 NBO Company Shares of Baby and Child-specific Products: % Value 2013-2017
Table 15 LBN Brand Shares of Baby and Child-specific Products: % Value 2014-2017
Table 16 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2014-2017
Table 17 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2014-2017
Table 18 Forecast Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 19 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 20 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022

Bath and Shower in Latvia

HEADLINES

PROSPECTS

Liquid soap increasingly replacing bar soap

Sensorial properties to drive future sales

Bath additives suffering from a consumer preference for showers

COMPETITIVE LANDSCAPE

Local player Stenders benefits from its domestic roots

Health and beauty specialists remains the leading distribution channel for bath and shower

Shift from mass to premium products anticipated

CATEGORY DATA

Table 21 Sales of Bath and Shower by Category: Value 2012-2017
Table 22 Sales of Bath and Shower by Category: % Value Growth 2012-2017
Table 23 Sales of Bath and Shower by Premium vs Mass: % Value 2012-2017
Table 24 NBO Company Shares of Bath and Shower: % Value 2013-2017
Table 25 LBN Brand Shares of Bath and Shower: % Value 2014-2017
Table 26 LBN Brand Shares of Premium Bath and Shower: % Value 2014-2017
Table 27 Forecast Sales of Bath and Shower by Category: Value 2017-2022
Table 28 Forecast Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 29 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022

Colour Cosmetics in Latvia

HEADLINES

PROSPECTS

BB/CC creams, mascara and nail polish the best performers in 2017

Category benefits from frequent new launches to maintain consumer interest

Increasing consumer sophistication and changing demographics

COMPETITIVE LANDSCAPE

L’Oréal remains the clear category leader

Almost a fifth of colour cosmetics sold in drugstores/parapharmacies

Manufacturers increasingly focusing on influencer marketing

CATEGORY DATA

Table 30 Sales of Colour Cosmetics by Category: Value 2012-2017
Table 31 Sales of Colour Cosmetics by Category: % Value Growth 2012-2017
Table 32 Sales of Colour Cosmetics by Premium vs Mass: % Value 2012-2017
Table 33 NBO Company Shares of Colour Cosmetics: % Value 2013-2017
Table 34 LBN Brand Shares of Colour Cosmetics: % Value 2014-2017
Table 35 LBN Brand Shares of Premium Colour Cosmetics: % Value 2014-2017
Table 36 Forecast Sales of Colour Cosmetics by Category: Value 2017-2022
Table 37 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
Table 38 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2017-2022

Deodorants in Latvia

HEADLINES

PROSPECTS

Deodorant creams slightly gaining ground

Rise of premium deodorant brands

Health concerns to shape future new product development

COMPETITIVE LANDSCAPE

Multinationals continue to dominate the category

Local manufacturers have a minor presence in deodorants

Online sales of deodorants to rise over the forecast period

CATEGORY DATA

Table 39 Sales of Deodorants by Category: Value 2012-2017
Table 40 Sales of Deodorants by Category: % Value Growth 2012-2017
Table 41 Sales of Deodorants by Premium vs Mass: % Value 2012-2017
Table 42 NBO Company Shares of Deodorants: % Value 2013-2017
Table 43 LBN Brand Shares of Deodorants: % Value 2014-2017
Table 44 LBN Brand Shares of Premium Deodorants: % Value 2014-2017
Table 45 Forecast Sales of Deodorants by Category: Value 2017-2022
Table 46 Forecast Sales of Deodorants by Category: % Value Growth 2017-2022
Table 47 Forecast Sales of Deodorants by Premium vs Mass: % Value 2017-2022

Depilatories in Latvia

HEADLINES

PROSPECTS

Health and wellness trend penetrating depilatories

Electrical devices pose a threat to the category over the long term

Women’s razors and blades expected to continue to record steady growth

COMPETITIVE LANDSCAPE

Procter & Gamble remains the leading player in depilatories

Small players opt for niche or professional channels

Depilatories could face future stagnation

CATEGORY DATA

Table 48 Sales of Depilatories by Category: Value 2012-2017
Table 49 Sales of Depilatories by Category: % Value Growth 2012-2017
Table 50 NBO Company Shares of Depilatories: % Value 2013-2017
Table 51 LBN Brand Shares of Depilatories: % Value 2014-2017
Table 52 Forecast Sales of Depilatories by Category: Value 2017-2022
Table 53 Forecast Sales of Depilatories by Category: % Value Growth 2017-2022

Fragrances in Latvia

HEADLINES

PROSPECTS

Larger packs offer better value for money

New launches the main driver of sales in a saturated category

Category witnessing an ongoing shift towards niche premium products

COMPETITIVE LANDSCAPE

Coty leads a very fragmented category

Internet retailing continues to gain ground

Growing consumer focus on perfume concentration

CATEGORY DATA

Table 54 Sales of Fragrances by Category: Value 2012-2017
Table 55 Sales of Fragrances by Category: % Value Growth 2012-2017
Table 56 NBO Company Shares of Fragrances: % Value 2013-2017
Table 57 LBN Brand Shares of Fragrances: % Value 2014-2017
Table 58 LBN Brand Shares of Premium Men's Fragrances: % Value 2014-2017
Table 59 LBN Brand Shares of Premium Women's Fragrances: % Value 2014-2017
Table 60 Forecast Sales of Fragrances by Category: Value 2017-2022
Table 61 Forecast Sales of Fragrances by Category: % Value Growth 2017-2022

Hair Care in Latvia

HEADLINES

PROSPECTS

Salon professional hair care records a stronger performance in 2017

New product developments affect both the mass and premium segments

Consumers shift towards premium, niche and organic products

COMPETITIVE LANDSCAPE

Salon professional hair care more concentrated than the wider category

Traditional advertising and marketing activities falling out of favour

Internet retailing expected to increase its share of hair care sales

CATEGORY DATA

Table 62 Sales of Hair Care by Category: Value 2012-2017
Table 63 Sales of Hair Care by Category: % Value Growth 2012-2017
Table 64 Sales of Hair Care by Premium vs Mass: % Value 2012-2017
Table 65 NBO Company Shares of Hair Care: % Value 2013-2017
Table 66 LBN Brand Shares of Hair Care: % Value 2014-2017
Table 67 NBO Company Shares of Salon Professional Hair Care: % Value 2013-2017
Table 68 LBN Brand Shares of Salon Professional Hair Care: % Value 2014-2017
Table 69 LBN Brand Shares of Premium Hair Care: % Value 2014-2017
Table 70 Forecast Sales of Hair Care by Category: Value 2017-2022
Table 71 Forecast Sales of Hair Care by Category: % Value Growth 2017-2022
Table 72 Forecast Sales of Hair Care by Premium vs Mass: % Value 2017-2022

Mass Beauty and Personal Care in Latvia

HEADLINES

PROSPECTS

Health and wellness trend penetrating mass beauty and personal care

Hair care and skin care together dominate sales

Abundance of new products threatens to reduce their visibility and longevity

COMPETITIVE LANDSCAPE

L’Oréal remains the leading player in mass beauty and personal care

Major beauty retailer Drogas revamps one of its outlets in the capital

Stronger demand for locally-made products with better quality and natural ingredients

CATEGORY DATA

Table 73 Sales of Mass Beauty and Personal Care by Category: Value 2012-2017
Table 74 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 75 NBO Company Shares of Mass Beauty and Personal Care: % Value 2013-2017
Table 76 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2014-2017
Table 77 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 78 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022

Men's Grooming in Latvia

HEADLINES

PROSPECTS

Specialist barber shops are booming in urban areas

Men’s shaving sales largely fuelled by pre-shave and post-shave products

Premium men’s grooming products set to continue to outperform mass offerings

COMPETITIVE LANDSCAPE

Procter & Gamble maintains its lead in men’s grooming

Beauty salons helping to boost sales of men’s grooming products

More sophisticated men’s grooming products expected to be launched in the near future

CATEGORY DATA

Table 79 Sales of Men’s Grooming by Category: Value 2012-2017
Table 80 Sales of Men’s Grooming by Category: % Value Growth 2012-2017
Table 81 Sales of Men's Razors and Blades by Type: % Value Breakdown 2013-2017
Table 82 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2017
Table 83 NBO Company Shares of Men’s Grooming: % Value 2013-2017
Table 84 LBN Brand Shares of Men’s Grooming: % Value 2014-2017
Table 85 LBN Brand Shares of Men's Razors and Blades: % Value 2014-2017
Table 86 Forecast Sales of Men's Grooming by Category: Value 2017-2022
Table 87 Forecast Sales of Men's Grooming by Category: % Value Growth 2017-2022

Oral Care in Latvia

HEADLINES

PROSPECTS

Oral care grows as consumers add more products to their shopping baskets

Manual toothbrushes losing out to electric toothbrushes

Increasing demand for higher quality and natural ingredients

COMPETITIVE LANDSCAPE

Category continues to remain largely in the hands of multinationals

Emergence of “smarter” solutions

Category expected to witness the emergence of new players and brands

CATEGORY DATA

Table 88 Sales of Oral Care by Category: Value 2012-2017
Table 89 Sales of Oral Care by Category: % Value Growth 2012-2017
Table 90 Sales of Toothbrushes by Category: Value 2012-2017
Table 91 Sales of Toothbrushes by Category: % Value Growth 2012-2017
Table 92 Sales of Toothpaste by Type: % Value Breakdown 2013-2017
Table 93 NBO Company Shares of Oral Care: % Value 2013-2017
Table 94 LBN Brand Shares of Oral Care: % Value 2014-2017
Table 95 Forecast Sales of Oral Care by Category: Value 2017-2022
Table 96 Forecast Sales of Oral Care by Category: % Value Growth 2017-2022
Table 97 Forecast Sales of Toothbrushes by Category: Value 2017-2022
Table 98 Forecast Sales of Toothbrushes by Category: % Value Growth 2017-2022

Premium Beauty and Personal Care in Latvia

HEADLINES

PROSPECTS

Premium beauty and personal care driven by rising unit prices

Intensifying shift from mass to premium products

Fragrances, skin care and hair care to drive future sales

COMPETITIVE LANDSCAPE

Global manufacturers continue to dominate the premium segment

New product developments focus mostly on anti-ageing

CATEGORY DATA

Table 99 Sales of Premium Beauty and Personal Care by Category: Value 2012-2017
Table 100 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 101 NBO Company Shares of Premium Beauty and Personal Care: % Value 2013-2017
Table 102 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2014-2017
Table 103 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 104 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022

Skin Care in Latvia

HEADLINES

PROSPECTS

Premium skin care on the rise

Activated charcoal products the most significant new launches

Dzintars launches a new skin care range

COMPETITIVE LANDSCAPE

Multinationals dominate sales

Brand exclusivity and uniqueness set to be future sales drivers

No major changes expected in terms of distribution

CATEGORY DATA

Table 105 Sales of Skin Care by Category: Value 2012-2017
Table 106 Sales of Skin Care by Category: % Value Growth 2012-2017
Table 107 NBO Company Shares of Skin Care: % Value 2013-2017
Table 108 LBN Brand Shares of Skin Care: % Value 2014-2017
Table 109 LBN Brand Shares of Premium Skin Care: % Value 2014-2017
Table 110 Forecast Sales of Skin Care by Category: Value 2017-2022
Table 111 Forecast Sales of Skin Care by Category: % Value Growth 2017-2022

Sun Care in Latvia

HEADLINES

PROSPECTS

Opportunities and threats to sun protection in the coming years

Volume growth slows in self-tanning

New product launches remain limited

COMPETITIVE LANDSCAPE

Leading players maintain their positions

Supermarkets and chemists/pharmacies command the greatest share of sales but internet retailing gaining ground

Advertising remains seasonal

CATEGORY DATA

Table 112 Sales of Sun Care by Category: Value 2012-2017
Table 113 Sales of Sun Care by Category: % Value Growth 2012-2017
Table 114 Sales of Sun Care by Premium vs Mass: % Value 2012-2017
Table 115 NBO Company Shares of Sun Care: % Value 2013-2017
Table 116 LBN Brand Shares of Sun Care: % Value 2014-2017
Table 117 LBN Brand Shares of Premium Adult Sun Care: % Value 2014-2017
Table 118 Forecast Sales of Sun Care by Category: Value 2017-2022
Table 119 Forecast Sales of Sun Care by Category: % Value Growth 2017-2022
Table 120 Forecast Sales of Sun Care by Premium vs Mass: % Value 2017-2022

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Megatrends

Country Report

Beauty and Personal Care in Latvia

New Report Guarantee

Executive Summary

New Report Guarantee

Latvian beauty and personal care witnessing a shift towards the premium segment

Smaller players focus on niches, leaving the mass segment to global brands

Latvian manufacturers showing some ambition with their new product developments

Counterfeit products pose a threat to the premium segment

Future growth to depend on new product development and the use of digital tools

Samples

Overview

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Samples (FAQs about samples):

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Table of Contents

Beauty and Personal Care in Latvia

EXECUTIVE SUMMARY

Latvian beauty and personal care witnessing a shift towards the premium segment

Smaller players focus on niches, leaving the mass segment to global brands

Latvian manufacturers showing some ambition with their new product developments

Counterfeit products pose a threat to the premium segment

Future growth to depend on new product development and the use of digital tools

MARKET DATA

SOURCES

Baby and Child-Specific Products in Latvia

HEADLINES

PROSPECTS

Organic and paraben-free products on the rise

Baby wipes the best performing category in 2017

New launches tend to disappear rapidly due to the vast assortment of products available

COMPETITIVE LANDSCAPE

International players lead a saturated category

Health and beauty specialist retailers dominate distribution

Local players look to premium-positioned natural products to drive sales

CATEGORY DATA

Bath and Shower in Latvia

HEADLINES

PROSPECTS

Liquid soap increasingly replacing bar soap

Sensorial properties to drive future sales

Bath additives suffering from a consumer preference for showers

COMPETITIVE LANDSCAPE

Local player Stenders benefits from its domestic roots

Health and beauty specialists remains the leading distribution channel for bath and shower

Shift from mass to premium products anticipated

CATEGORY DATA

Colour Cosmetics in Latvia

HEADLINES

PROSPECTS

BB/CC creams, mascara and nail polish the best performers in 2017

Category benefits from frequent new launches to maintain consumer interest

Increasing consumer sophistication and changing demographics

COMPETITIVE LANDSCAPE

L’Oréal remains the clear category leader

Almost a fifth of colour cosmetics sold in drugstores/parapharmacies

Manufacturers increasingly focusing on influencer marketing

CATEGORY DATA

Deodorants in Latvia

HEADLINES

PROSPECTS

Deodorant creams slightly gaining ground

Rise of premium deodorant brands

Health concerns to shape future new product development

COMPETITIVE LANDSCAPE

Multinationals continue to dominate the category

Local manufacturers have a minor presence in deodorants

Online sales of deodorants to rise over the forecast period

CATEGORY DATA

Depilatories in Latvia

HEADLINES

PROSPECTS

Health and wellness trend penetrating depilatories

Electrical devices pose a threat to the category over the long term

Women’s razors and blades expected to continue to record steady growth

COMPETITIVE LANDSCAPE

Procter & Gamble remains the leading player in depilatories

Small players opt for niche or professional channels

Depilatories could face future stagnation