Competitive Landscape
Leading Players Retain Share as Value-Driven Challengers Expand
In 2025, the hair care landscape in Latvia remained moderately concentrated, with L’Oréal Baltic SIA firmly holding the leading position at a 26% retail value share. Despite a slight decline from 27% in 2024, L’Oréal’s continued leadership reflects its extensive distribution network and broad portfolio addressing diverse consumer needs, including repair, colour care, scalp comfort and smoothing.
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Overview:
Understand the latest market trends and future growth opportunities for the Hair 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.
If you're in the Hair Care industry in Latvia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Hair Care in Latvia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Hair Care in Latvia?
- Which are the leading brands in Latvia?
- How are products distributed in Latvia?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Hair Care in Latvia - Category analysis
Key Data Insights
Hair Care Summary
Steady Growth Supported by Health-Driven Demand as Value and Digital Engagement Shape the Market
Price-Value Optimisation Drives Demand toward Large Formats, Refill and Multi-Benefit Products
Gentle Formulations and Digital Engagement Sustain Growth in Scalp and Repair Segments
Value-Driven Formats Set to Sustain Growth as Scalp Care and Digital Engagement Shape Demand
Scalp Health and Preventative Care Expected to Shape Innovation and Product Development
Digital Education Set to Influence Purchasing as Online Research and Validation Expand
Leading Players Retain Share as Value-Driven Challengers Expand
Supermarkets Strengthen Leadership as Value-Driven Purchasing and Convenience Shape Distribution
Beauty and Personal Care in Latvia - Industry Overview
2025 Developments
Key Data Insights
Steady Growth Supported by Value-Led Purchasing as Skin Care Anchors Demand and Fragrances Drive Performance
Clean Formulations Reshape Expectations as Efficacy and Accessibility Converge
Digital Engagement Strengthens Purchasing as Discovery and Comparison Shape Demand
Steady Growth Forecast to Be Supported by Value-Led Purchasing as Skin Care and Fragrances Drive Expansion
Demand for Gentle and Transparent Formulations Expected to Scale through Practical and Accessible Formats
Digital Engagement Set to Influence Brand Choice as Omnichannel Consistency Strengthens Conversion
Leading Players Retain Share as Value Positioning and Private Label Competition Intensify
Non-Grocery Retailers Lead as Specialist Channels Anchor Distribution and E-Commerce Gains Share
Country Reports Disclaimer
The following categories and subcategories are included:
Hair Care
- 2-in-1 Products
- Colourants
- Conditioners and Treatments
- Hair Loss Treatments
- Perms and Relaxants
- Salon Professional Hair Care
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- Medicated Shampoos
- Standard Shampoos
- Styling Agents
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 report originates from Passport, our Hair Care research and analysis database.
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