Beauty and Personal Care in Latvia

Beauty and Personal Care in Latvia

EXECUTIVE SUMMARY

Improving economy, rising income levels and freer spending all support sales growth

Sales of natural and organic products continue to gather pace

Major multinationals remain in the lead despite the increasingly stiff challenge from emerging local players

New product development in 2018 focuses on natural products offered by local players

Few major changes expected over the forecast period, with sales set to continue rising slowly but steadily

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Baby and Child-Specific Products in Latvia

HEADLINES

PROSPECTS

Positive growth set to continue despite Latvia’s low birth rate

Essential baby products dominate sales

Demand set to continue shifting towards natural products

COMPETITIVE LANDSCAPE

The competitive environment in baby and child-specific products remains stable

NeoBio launches its new line of natural cosmetics

Domestic players, brands and products come to the fore

CATEGORY DATA

Table 11 Sales of Baby and Child-specific Products by Category: Value 2013-2018
Table 12 Sales of Baby and Child-specific Products by Category: % Value Growth 2013-2018
Table 13 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2013-2018
Table 14 NBO Company Shares of Baby and Child-specific Products: % Value 2014-2018
Table 15 LBN Brand Shares of Baby and Child-specific Products: % Value 2015-2018
Table 16 Sales of Baby and Child-specific Products by Category: Value 2013-2018
Table 17 Sales of Baby and Child-specific Products by Category: % Value Growth 2013-2018
Table 18 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2013-2018
Table 19 NBO Company Shares of Baby and Child-specific Products: % Value 2014-2018
Table 20 LBN Brand Shares of Baby and Child-specific Products: % Value 2015-2018
Table 21 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2015-2018
Table 22 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2015-2018
Table 23 Forecast Sales of Baby and Child-specific Products by Category: Value 2018-2023
Table 24 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
Table 25 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023

Bath and Shower in Latvia

HEADLINES

PROSPECTS

The shift towards more expensive products continues to boost value sales

More convenient products with higher prices set to continue attracting more attention

Demand remains surprisingly immature, laying the ground for further growth

COMPETITIVE LANDSCAPE

Unilever, Colgate-Palmolive and local player Stenders and lead an otherwise fragmented category

Domestic company Mara Naturals enters the category with its premium brand

Premium brands set to gain ground as rising interest in quality harms private label

CATEGORY DATA

Table 26 Sales of Bath and Shower by Category: Value 2013-2018
Table 27 Sales of Bath and Shower by Category: % Value Growth 2013-2018
Table 28 Sales of Bath and Shower by Premium vs Mass: % Value 2013-2018
Table 29 NBO Company Shares of Bath and Shower: % Value 2014-2018
Table 30 LBN Brand Shares of Bath and Shower: % Value 2015-2018
Table 31 LBN Brand Shares of Premium Bath and Shower: % Value 2015-2018
Table 32 Forecast Sales of Bath and Shower by Category: Value 2018-2023
Table 33 Forecast Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 34 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023

Colour Cosmetics in Latvia

HEADLINES

PROSPECTS

Premiumisation continues to benefit colour cosmetics, especially higher-priced brands

Growth is boosted by the rising interest in a more diverse range of colour cosmetics

Innovation and new product development set to remain key to success in colour cosmetics

COMPETITIVE LANDSCAPE

Chained beauty retailers remains the key distribution channel for colour cosmetics

Relatively recent entrants gain ground

Large multinational players to remain in the lead due to their superior resources

CATEGORY DATA

Table 35 Sales of Colour Cosmetics by Category: Value 2013-2018
Table 36 Sales of Colour Cosmetics by Category: % Value Growth 2013-2018
Table 37 Sales of Colour Cosmetics by Premium vs Mass: % Value 2013-2018
Table 38 NBO Company Shares of Colour Cosmetics: % Value 2014-2018
Table 39 LBN Brand Shares of Colour Cosmetics: % Value 2015-2018
Table 40 LBN Brand Shares of Premium Colour Cosmetics: % Value 2015-2018
Table 41 Forecast Sales of Colour Cosmetics by Category: Value 2018-2023
Table 42 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2018-2023
Table 43 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2018-2023

Depilatories in Latvia

HEADLINES

PROSPECTS

Rising environmental awareness continues to discourage consumption of depilatories

Low per capita usage of depilatories means considerable room for further sales growth

Growth set to be supported by rising incomes and rising female employment levels

COMPETITIVE LANDSCAPE

The dominance of the leading players presents barriers to entry

More intense competition translates into lower unit prices

Fragmentation continues to define category outside of the dominant leaders

CATEGORY DATA

Table 44 Sales of Depilatories by Category: Value 2013-2018
Table 45 Sales of Depilatories by Category: % Value Growth 2013-2018
Table 46 NBO Company Shares of Depilatories: % Value 2014-2018
Table 47 LBN Brand Shares of Depilatories: % Value 2015-2018
Table 48 Forecast Sales of Depilatories by Category: Value 2018-2023
Table 49 Forecast Sales of Depilatories by Category: % Value Growth 2018-2023

Fragrances in Latvia

HEADLINES

PROSPECTS

Premium brands remain prominent among the leading names in fragrances

Increasing competition between the retailers of fragrances means lower unit prices

Premium brands to continue leading the category

COMPETITIVE LANDSCAPE

Premium brands lead the way in terms of marketing promotions

Consumer preference for well-known premium brands present barriers to entry

No major changes expected in the competitive environment in fragrances

CATEGORY DATA

Table 50 Sales of Fragrances by Category: Value 2013-2018
Table 51 Sales of Fragrances by Category: % Value Growth 2013-2018
Table 52 NBO Company Shares of Fragrances: % Value 2014-2018
Table 53 LBN Brand Shares of Fragrances: % Value 2015-2018
Table 54 LBN Brand Shares of Premium Men's Fragrances: % Value 2015-2018
Table 55 LBN Brand Shares of Premium Women's Fragrances: % Value 2015-2018
Table 56 Forecast Sales of Fragrances by Category: Value 2018-2023
Table 57 Forecast Sales of Fragrances by Category: % Value Growth 2018-2023

Hair Care in Latvia

HEADLINES

PROSPECTS

Premiumisation continues to support value growth in hair care

Demand set to shift towards higher quality products

Sales of more specific products set to increase as consumers prioritise quality and performance

COMPETITIVE LANDSCAPE

Domestic producers continue to improve their positions in hair care

Mara Naturals and Madara Cosmetics launch new products

Advertising set to become vital to success in hair care

CATEGORY DATA

Table 58 Sales of Hair Care by Category: Value 2013-2018
Table 59 Sales of Hair Care by Category: % Value Growth 2013-2018
Table 60 Sales of Hair Care by Premium vs Mass: % Value 2013-2018
Table 61 NBO Company Shares of Hair Care: % Value 2014-2018
Table 62 LBN Brand Shares of Hair Care: % Value 2015-2018
Table 63 NBO Company Shares of Salon Professional Hair Care: % Value 2014-2018
Table 64 LBN Brand Shares of Salon Professional Hair Care: % Value 2015-2018
Table 65 LBN Brand Shares of Premium Hair Care: % Value 2015-2018
Table 66 Forecast Sales of Hair Care by Category: Value 2018-2023
Table 67 Forecast Sales of Hair Care by Category: % Value Growth 2018-2023
Table 68 Forecast Sales of Hair Care by Premium vs Mass: % Value 2018-2023

Mass Beauty and Personal Care in Latvia

HEADLINES

PROSPECTS

Low per capita spending on cosmetics leaves plenty of room for growth

Natural and organic products remain popular

Premium brands set to pose greater competition

COMPETITIVE LANDSCAPE

Mass brands continue to lead beauty and personal care overall

Price promotions remain more common for mass brands

Mass beauty and personal care brands increasingly target younger consumers

CATEGORY DATA

Table 69 Sales of Mass Beauty and Personal Care by Category: Value 2013-2018
Table 70 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 71 NBO Company Shares of Mass Beauty and Personal Care: % Value 2014-2018
Table 72 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2015-2018
Table 73 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
Table 74 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023

Men's Grooming in Latvia

HEADLINES

PROSPECTS

Men’s grooming benefits from the increasing importance of looking good among Latvian men

Premiumisation and the shift towards more sophisticated products boost value growth

Fashion for beards set to remain a drag on sales growth during the forecast period

COMPETITIVE LANDSCAPE

The expansion of existing brands to include male-specific variants set to widen product variety

Players launch new products to cash in on rising interest

New players expected to enter the category during the forecast period

CATEGORY DATA

Table 75 Sales of Men’s Grooming by Category: Value 2013-2018
Table 76 Sales of Men’s Grooming by Category: % Value Growth 2013-2018
Table 77 Sales of Men's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 78 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2018
Table 79 NBO Company Shares of Men’s Grooming: % Value 2014-2018
Table 80 LBN Brand Shares of Men’s Grooming: % Value 2015-2018
Table 81 LBN Brand Shares of Men's Razors and Blades: % Value 2015-2018
Table 82 Forecast Sales of Men's Grooming by Category: Value 2018-2023
Table 83 Forecast Sales of Men's Grooming by Category: % Value Growth 2018-2023

Oral Care in Latvia

HEADLINES

PROSPECTS

Increasing focus on higher quality continues to support value growth in oral care

More serious approach to oral care ensures positive sales growth despite maturity

Demand expands from core categories as consumers become interested in wider range of oral care products

COMPETITIVE LANDSCAPE

The higher end of the competitive environment remains stable, while the lower end remains fragmented

Ecodenta expands its product range with several new launches in 2018

Local and regional players likely to make headway during the forecast period

CATEGORY DATA

Table 84 Sales of Oral Care by Category: Value 2013-2018
Table 85 Sales of Oral Care by Category: % Value Growth 2013-2018
Table 86 Sales of Toothbrushes by Category: Value 2013-2018
Table 87 Sales of Toothbrushes by Category: % Value Growth 2013-2018
Table 88 Sales of Toothpaste by Type: % Value Breakdown 2014-2018
Table 89 NBO Company Shares of Oral Care: % Value 2014-2018
Table 90 LBN Brand Shares of Oral Care: % Value 2015-2018
Table 91 Forecast Sales of Oral Care by Category: Value 2018-2023
Table 92 Forecast Sales of Oral Care by Category: % Value Growth 2018-2023
Table 93 Forecast Sales of Oral Care by Category: Value 2018-2023
Table 94 Forecast Sales of Oral Care by Category: % Value Growth 2018-2023
Table 95 Forecast Sales of Toothbrushes by Category: Value 2018-2023
Table 96 Forecast Sales of Toothbrushes by Category: % Value Growth 2018-2023

Premium Beauty and Personal Care in Latvia

HEADLINES

PROSPECTS

Natural products set to remain prominent in new product development

Rising income levels set to continue supporting sales growth

Consumers become more demanding, to the benefit of premium brands

COMPETITIVE LANDSCAPE

Rising demand results in more intense competition

Domestic players increasing their presence in premium beauty and personal care

Expanding consumer base sharpens the attention of leading premium brands

CATEGORY DATA

Table 97 Sales of Premium Beauty and Personal Care by Category: Value 2013-2018
Table 98 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 99 NBO Company Shares of Premium Beauty and Personal Care: % Value 2014-2018
Table 100 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2015-2018
Table 101 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
Table 102 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023

Skin Care in Latvia

HEADLINES

PROSPECTS

Rising income levels support higher demand for skin care

Men represent an emerging and potentially huge consumer base

Natural and organic products set to continue generating higher sales

COMPETITIVE LANDSCAPE

Innovation and new product development remain crucial to success in skin care

Local players remain focused on innovative new product launches

Domestic producers gain ground despite the dominance of international players

CATEGORY DATA

Table 103 Sales of Skin Care by Category: Value 2013-2018
Table 104 Sales of Skin Care by Category: % Value Growth 2013-2018
Table 105 NBO Company Shares of Skin Care: % Value 2014-2018
Table 106 LBN Brand Shares of Skin Care: % Value 2015-2018
Table 107 LBN Brand Shares of Premium Skin Care: % Value 2015-2018
Table 108 Forecast Sales of Skin Care by Category: Value 2018-2023
Table 109 Forecast Sales of Skin Care by Category: % Value Growth 2018-2023

Sun Care in Latvia

HEADLINES

PROSPECTS

2018’s long, hot summer supports strong growth in sun care

Products in other categories with added SPF pose a threat to sales of sun protection

More intense competition puts pressure on unit prices, suppressing value growth

COMPETITIVE LANDSCAPE

Higher SPF products become increasingly popular

Natural and organic products set to continue generating higher sales

Local player Madera Cosmetics launches a range of new sun care products

CATEGORY DATA

Table 110 Sales of Sun Care by Category: Value 2013-2018
Table 111 Sales of Sun Care by Category: % Value Growth 2013-2018
Table 112 Sales of Sun Care by Premium vs Mass: % Value 2013-2018
Table 113 NBO Company Shares of Sun Care: % Value 2014-2018
Table 114 LBN Brand Shares of Sun Care: % Value 2015-2018
Table 115 LBN Brand Shares of Premium Adult Sun Care: % Value 2015-2018
Table 116 Forecast Sales of Sun Care by Category: Value 2018-2023
Table 117 Forecast Sales of Sun Care by Category: % Value Growth 2018-2023
Table 118 Forecast Sales of Sun Care by Premium vs Mass: % Value 2018-2023

Deodorants in Latvia

HEADLINES

PROSPECTS

Maturity of demand continues to suppress the category’s overall growth potential

The health and wellness trend to continue influence the main trends in deodorants

Few changes expected are expected in the prevailing trends over the forecast period

COMPETITIVE LANDSCAPE

Stability in the competitive environment and entrenched positions of incumbent leaders present barriers to entry

Numerous new products are seen in men’s deodorants in 2018

Higher quality products with added value set to be the most successful

CATEGORY DATA

Table 119 Sales of Deodorants by Category: Value 2013-2018
Table 120 Sales of Deodorants by Category: % Value Growth 2013-2018
Table 121 Sales of Deodorants by Premium vs Mass: % Value 2013-2018
Table 122 NBO Company Shares of Deodorants: % Value 2014-2018
Table 123 LBN Brand Shares of Deodorants: % Value 2015-2018
Table 124 LBN Brand Shares of Premium Deodorants: % Value 2015-2018
Table 125 Forecast Sales of Deodorants by Category: Value 2018-2023
Table 126 Forecast Sales of Deodorants by Category: % Value Growth 2018-2023
Table 127 Forecast Sales of Deodorants by Premium vs Mass: % Value 2018-2023

---