Home Care in Latvia

Home Care in Latvia

EXECUTIVE SUMMARY

COVID-19 impact on home care

COVID-19 country impact

Company response

Retailing shift

What next for home care?

MARKET INDICATORS

Table 1 Households 2015-2020

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2015-2020
Table 3 Sales of Home Care by Category: % Value Growth 2015-2020
Table 4 NBO Company Shares of Home Care: % Value 2016-2020
Table 5 LBN Brand Shares of Home Care: % Value 2017-2020
Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020
Table 7 Distribution of Home Care by Format: % Value 2015-2020
Table 8 Distribution of Home Care by Format and Category: % Value 2020
Table 9 Forecast Sales of Home Care by Category: Value 2020-2025
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Dishwashing in Latvia

KEY DATA FINDINGS

2020 IMPACT

The rise in home cooking and increased time at home boost sales for dishwashing

Price-sensitivity increases, boosting sales for mid-priced handwashing products

Automatic dishwashing tablets drive the highest growth, as consumers prioritise efficiency and convenience

RECOVERY AND OPPORTUNITIES

Continued working from home boosts growth for dishwashing

Automatic dishwashing drives growth, as consumers migrate to tablet format

Eco-friendly focus rises, offering opportunities for players to drive value sales

CATEGORY INDICATORS

Table 11 Household Possession of Dishwashers 2015-2020

CATEGORY DATA

Table 12 Sales of Dishwashing by Category: Value 2015-2020
Table 13 Sales of Dishwashing by Category: % Value Growth 2015-2020
Table 14 NBO Company Shares of Dishwashing: % Value 2016-2020
Table 15 LBN Brand Shares of Dishwashing: % Value 2017-2020
Table 16 Forecast Sales of Dishwashing by Category: Value 2020-2025
Table 17 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025

Surface Care in Latvia

KEY DATA FINDINGS

2020 IMPACT

Enhanced cleaning routines lead to positive volume growth for surface care

Retailers and brands respond to the heightened demand for effective surface cleaners

Price-sensitivity sees leading players lose share as private label gains ground

RECOVERY AND OPPORTUNITIES

An increased focus on hygiene and more time at home drives sales in surface care

Multi-purpose cleaners drive growth as consumers appreciate the products during the economic recession

Eco-friendly packaging and ingredients increase across the forecast period

CATEGORY DATA

Table 18 Sales of Surface Care by Category: Value 2015-2020
Table 19 Sales of Surface Care by Category: % Value Growth 2015-2020
Table 20 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020
Table 21 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020
Table 22 NBO Company Shares of Surface Care: % Value 2016-2020
Table 23 LBN Brand Shares of Surface Care: % Value 2017-2020
Table 24 Forecast Sales of Surface Care by Category: Value 2020-2025
Table 25 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025

Bleach in Latvia

KEY DATA FINDINGS

2020 IMPACT

Consumers stock up on bleach due to the high efficacy of the product

Press stories featuring the benefits of bleach boosts sales in 2020

Ace remains the leading bleach product during the outbreak of COVID-19

RECOVERY AND OPPORTUNITIES

Growth falls as health and sustainability concerns increase

Low levels of availability and competition from other surface care products, damages sales

Leading players retain their positions as no new brands enter the landscape

CATEGORY DATA

Table 26 Sales of Bleach: Value 2015-2020
Table 27 Sales of Bleach: % Value Growth 2015-2020
Table 28 NBO Company Shares of Bleach: % Value 2016-2020
Table 29 LBN Brand Shares of Bleach: % Value 2017-2020
Table 30 Forecast Sales of Bleach: Value 2020-2025
Table 31 Forecast Sales of Bleach: % Value Growth 2020-2025

Toilet Care in Latvia

KEY DATA FINDINGS

2020 IMPACT

More time at home leads to increased use of the bathroom, boosting sales for toilet care

RECOVERY AND OPPORTUNITIES

Enhanced cleaning routines continue to drive growth over the forecast period

Eco-friendly trends intensify as sustainability impacts new product developments

Sustainability is an opportunity for local players to drive growth

CATEGORY DATA

Table 32 Sales of Toilet Care by Category: Value 2015-2020
Table 33 Sales of Toilet Care by Category: % Value Growth 2015-2020
Table 34 NBO Company Shares of Toilet Care: % Value 2016-2020
Table 35 LBN Brand Shares of Toilet Care: % Value 2017-2020
Table 36 Forecast Sales of Toilet Care by Category: Value 2020-2025
Table 37 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025

Polishes in Latvia

KEY DATA FINDINGS

2020 IMPACT

Volume and value sales decline, as consumers focus on essential cleaning items

Shoe polish sales suffer, as consumers work from home, reducing demand

SC Johnson & Son retains its lead, boosting its share during the outbreak of the virus

RECOVERY AND OPPORTUNITIES

Volume growth declines, as the market for shoe polish continues to shrink

Low incentives for innovation, however, eco-friendly offerings may increase

Changing consumer preferences leads to limited growth for polishes in Latvia

CATEGORY DATA

Table 38 Sales of Polishes by Category: Value 2015-2020
Table 39 Sales of Polishes by Category: % Value Growth 2015-2020
Table 40 NBO Company Shares of Polishes: % Value 2016-2020
Table 41 LBN Brand Shares of Polishes: % Value 2017-2020
Table 42 Forecast Sales of Polishes by Category: Value 2020-2025
Table 43 Forecast Sales of Polishes by Category: % Value Growth 2020-2025

Air Care in Latvia

KEY DATA FINDINGS

2020 IMPACT

Price-conscious behaviour focused consumers on essentials, reducing sales of air care

Car air fresheners decline as travel reduces due to COVID-19 restrictions 

Health concerns over chemicals lead to a decline in sales for air care 

RECOVERY AND OPPORTUNITIES

Air care continues to drive low levels of volume growth across the forecast period

Manufacturers launch eco-friendly products to counteract the rise of air purifiers

The outbreak of COVID-19 creates opportunities for e-commerce 

CATEGORY DATA

Table 44 Sales of Air Care by Category: Value 2015-2020
Table 45 Sales of Air Care by Category: % Value Growth 2015-2020
Table 46 NBO Company Shares of Air Care: % Value 2016-2020
Table 47 LBN Brand Shares of Air Care: % Value 2017-2020
Table 48 Forecast Sales of Air Care by Category: Value 2020-2025
Table 49 Forecast Sales of Air Care by Category: % Value Growth 2020-2025

Home Insecticides in Latvia

KEY DATA FINDINGS

2020 IMPACT

Value growth remains stable, driven by consumers spending more time at home

High seasonality dictates performance, while a lack of camping trips stifle growth

Growth is stifled as the cockroach population declines, while summer months drive sales

RECOVERY AND OPPORTUNITIES

Spray/aerosol insecticides drive sales, as electric insecticides boost growth

Environmental concerns create opportunities for eco-friendly products over the forecast period

Retailers respond to the heightened interest in e-commerce, boosting share

CATEGORY DATA

Table 50 Sales of Home Insecticides by Category: Value 2015-2020
Table 51 Sales of Home Insecticides by Category: % Value Growth 2015-2020
Table 52 NBO Company Shares of Home Insecticides: % Value 2016-2020
Table 53 LBN Brand Shares of Home Insecticides: % Value 2017-2020
Table 54 Forecast Sales of Home Insecticides by Category: Value 2020-2025
Table 55 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025

Laundry Care in Latvia

KEY DATA FINDINGS

2020 IMPACT

Home seclusion and hygiene awareness boosts sales in 2020

Liquid tablet detergents drive the strongest growth, benefiting from being easy to stockpile

Well-known players lead sales, as the top three players increase their share

RECOVERY AND OPPORTUNITIES

Positive growth across the forecast period as enhanced cleaning routines continue

Sustainable products and eco-friendly concerns drive growth

E-commerce grows across the forecast period, as new consumers migrate to the platform 

CATEGORY INDICATORS

Table 56 Household Possession of Washing Machines 2015-2020

CATEGORY DATA

Table 57 Sales of Laundry Care by Category: Value 2015-2020
Table 58 Sales of Laundry Care by Category: % Value Growth 2015-2020
Table 59 Sales of Laundry Aids by Category: Value 2015-2020
Table 60 Sales of Laundry Aids by Category: % Value Growth 2015-2020
Table 61 Sales of Laundry Detergents by Category: Value 2015-2020
Table 62 Sales of Laundry Detergents by Category: % Value Growth 2015-2020
Table 63 NBO Company Shares of Laundry Care: % Value 2016-2020
Table 64 LBN Brand Shares of Laundry Care: % Value 2017-2020
Table 65 NBO Company Shares of Laundry Aids: % Value 2016-2020
Table 66 LBN Brand Shares of Laundry Aids: % Value 2017-2020
Table 67 NBO Company Shares of Laundry Detergents: % Value 2016-2020
Table 68 LBN Brand Shares of Laundry Detergents: % Value 2017-2020
Table 69 Forecast Sales of Laundry Care by Category: Value 2020-2025
Table 70 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025

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