Dishwashing in Latvia

PROSPECTS

Dishwasher ownership driving growth

With stable economic growth being seen in Latvia coupled with rising disposable income there has been a further increase in the possession rate for dishwasher appliances, with consumers appreciating the convenience they provide. This in turn has supported the ongoing strong growth of automatic dishwashing, with tablets being the most popular option due to their concentrated format and easier dosing, which is popular with consumers.

Health and the environment influences the production and sale of dishwashing

Consumers in Latvia are becoming increasingly aware and educated about the chemicals present in dishwashing products and their effect on human health and the environment. Some chemicals, such as phosphates, which are present in detergents, are known to have a negative effect on health and the environment.

Price competition rife

In a tough competitive environment price remains a key purchasing decision for Latvian consumers, with most sales involving some form of promotion or discount. This is becoming increasingly prominent as consumers switch to shopping in supermarkets and hypermarkets which offer a wider range of products.

COMPETITIVE LANDSCAPE

Procter & Gamble loses share but retains lead

Procter & Gamble leads dishwashing with its Fairy brand which is a household name that is regularly advertised on local television and which is widely distributed throughout Latvia. Nevertheless, the company saw a further decline in its value share in 2018.

Spodriba’s environmentally-friendly products proving popular

Spodriba continued its dramatic rise in 2018 with it Eco Seal and Zilgme brands both seeing double-digit value growth. This local company’s focus on the environment coupled with its affordable prices has provided stiff competition to the leading international players.

Premium products help Somat to shine

Another player to see strong growth in 2018 was Henkel with its Somat brand in automatic dishwashing. While local players have risen to prominence with more affordable products this global brand has benefited from its premium offering of innovative products.

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