Deodorants in Latvia

PROSPECTS

Deodorant creams slightly gaining ground

Deodorant sprays used to be very popular in Latvia but in recent years have lost ground to other formats such as roll-ons, creams and sticks, although the latter two remained very small categories in 2017, largely due to a limited number of products. Deodorant creams, however, is expected to be the only category to register positive, albeit marginal, value growth at constant 2017 prices over the forecast period, primarily due to being seen as a healthier format.

Rise of premium deodorant brands

A subtle shift towards the premium segment is expected over the forecast period as premium global brands such as Bioderma, Matis, Calvin Klein, Vichy and Hugo Boss achieve wider distribution via both major online sales platforms and health and beauty specialists. Mainly available in stick and spray formats, some of these offer popular scents, benefiting from their strong brand image in fragrances.

Health concerns to shape future new product development

As most standard deodorants contain aluminium and parabens, recent findings about the potential danger of these ingredients and their link to breast and brain cancer have driven some Latvians to look for other alternatives. This will likely have a negative influence on the future of standard brands unless manufacturers change their compositions.

COMPETITIVE LANDSCAPE

Multinationals continue to dominate the category

Multinationals continued to dominate deodorants in 2017, led by L’Oréal. In fact, the leading five players were all multinationals, together accounting for more than two-thirds of overall value sales thanks to their well-known and established brands, wide range of products with various benefits and strong distribution networks.

Local manufacturers have a minor presence in deodorants

Local manufacturers tend not to focus on deodorants as the category is very small as well as unattractive due to the strength of global players. In 2017, there were only a few locally manufactured deodorants available, such as Madara Cosmetics’ Deo and Kvadro’s Lain brands.

Online sales of deodorants to rise over the forecast period

Albeit growing from a low base, internet retailing in Latvia is booming. Over the forecast period the channel is set to steal share mainly from non-grocery specialists, drugstores/parapharmacies and independent small grocers.

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