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Country Report

Home Care in

Home Care in Latvia

54 pages, Feb 2018

US$2,650

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Latvian home care becomes greener

As the economic outlook improved and disposable incomes among Latvians grew, home care in 2017 was largely defined by increased retailer power and the eco-friendliness trend. While for most categories brand loyalty remained low and consumers were shopping around for the best prices, the health and environmental impacts of most household chemicals became increasingly important aspects of consumer choices.

Convenience and eco-friendliness define development

As 2017 allowed consumer disposable income to increase significantly, consumers demonstrated more willingness to pay for convenience and showed more concern for the health and environmental impacts of products. The convenience trend continued to redefine laundry care and dishwashing with more automated, pre-dosed and pre-packaged solutions replacing traditional powders and liquids.

Private label and Spodriba challenge international brands

Competition remains strong but largely unchanged, with a few international players leading in most home care categories. The increasing presence of private label in the market’s categories, especially given the strong private label promotion policy of major retailer Rimi, increases downward pressure on unit prices and demands investment in brand recognition by any company willing to remain in the market.

Retailer power rises

All retailing is increasingly consolidated in a few large shopping centres, and weekly shopping is becoming more popular, at the expense of convenience stores. Meanwhile, home care products are being purchased in hypermarkets or specialist stores in shopping centres more often.

Eco-friendliness and retailers will redefine most markets

It is expected that the market will record stable, but very moderate, growth in the forecast period. Most categories of home care are very mature and saturated and have very little opportunity for growth.

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Home Care Sample Report Home Care Sample Data

Overview

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.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Home Care industry in Latvia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Home Care industry in Latvia, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Latvia for free:

The Home Care in Latvia market research report includes:

Analysis of key supply-side and demand trends
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Home Care in Latvia?
What are the major brands in Latvia?
What is the importance of the trend towards environmentally friendly products in home care?
What are the main growth drivers of the home care market in Latvia?

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 industry report originates from Passport, our Home Care market research database.

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Home Care in Latvia

EXECUTIVE SUMMARY

Latvian home care becomes greener

Convenience and eco-friendliness define development

Private label and Spodriba challenge international brands

Retailer power rises

Eco-friendliness and retailers will redefine most markets

MARKET INDICATORS

Table 1 Households 2012-2017

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2012-2017
Table 3 Sales of Home Care by Category: % Value Growth 2012-2017
Table 4 NBO Company Shares of Home Care: % Value 2013-2017
Table 5 LBN Brand Shares of Home Care: % Value 2014-2017
Table 6 Penetration of Private Label in Home Care by Category: % Value 2012-2017
Table 7 Distribution of Home Care by Format: % Value 2012-2017
Table 8 Distribution of Home Care by Format and Category: % Value 2017
Table 9 Forecast Sales of Home Care by Category: Value 2017-2022
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Air Care in Latvia

HEADLINES

PROSPECTS

A good performance is expected

The health and wellness trend defines innovation and growth

Air care diversifies

COMPETITIVE LANDSCAPE

Reckitt Benckiser maintains its lead

Economy and standard products gain value sales

Having a good fragrance at home becomes more popular

CATEGORY DATA

Table 11 Sales of Air Care by Category: Value 2012-2017
Table 12 Sales of Air Care by Category: % Value Growth 2012-2017
Table 13 NBO Company Shares of Air Care: % Value 2013-2017
Table 14 LBN Brand Shares of Air Care: % Value 2014-2017
Table 15 Forecast Sales of Air Care by Category: Value 2017-2022
Table 16 Forecast Sales of Air Care by Category: % Value Growth 2017-2022

Bleach in Latvia

HEADLINES

PROSPECTS

Consumers prefer products with a specific use

Consumers seek less aggressive alternatives

The bleach category will perform poorly over the forecast period

COMPETITIVE LANDSCAPE

Bleach stagnates as no new products are launched

Procter & Gamble remains the category leader

Standard and economy products dominate

CATEGORY DATA

Table 17 Sales of Bleach: Value 2012-2017
Table 18 Sales of Bleach: % Value Growth 2012-2017
Table 19 NBO Company Shares of Bleach: % Value 2013-2017
Table 20 LBN Brand Shares of Bleach: % Value 2014-2017
Table 21 Forecast Sales of Bleach: Value 2017-2022
Table 22 Forecast Sales of Bleach: % Value Growth 2017-2022

Dishwashing in Latvia

HEADLINES

PROSPECTS

Convenience drives dishwashing

Price-based promotions remain widespread

Demand for eco-friendly and sustainable products grows

COMPETITIVE LANDSCAPE

Procter & Gamble leads sales

Consumers recognise and value domestic player Spodriba

Private label gains ground in dishwashing

CATEGORY INDICATORS

Table 23 Household Possession of Dishwashers 2012-2017

CATEGORY DATA

Table 24 Sales of Dishwashing by Category: Value 2012-2017
Table 25 Sales of Dishwashing by Category: % Value Growth 2012-2017
Table 26 NBO Company Shares of Dishwashing: % Value 2013-2017
Table 27 LBN Brand Shares of Dishwashing: % Value 2014-2017
Table 28 Forecast Sales of Dishwashing by Category: Value 2017-2022
Table 29 Forecast Sales of Dishwashing by Category: % Value Growth 2017-2022

Home Insecticides in Latvia

HEADLINES

PROSPECTS

Stagnation over the forecast period is predicted

The category is heavily dependent on the weather and season

There is potential for innovation

COMPETITIVE LANDSCAPE

Domestic producer Kvadro maintains its leadership

International players offer wider product ranges and are catching up

More-advanced home insecticides drive the category

CATEGORY DATA

Table 30 Sales of Home Insecticides by Category: Value 2012-2017
Table 31 Sales of Home Insecticides by Category: % Value Growth 2012-2017
Table 32 NBO Company Shares of Home Insecticides: % Value 2013-2017
Table 33 LBN Brand Shares of Home Insecticides: % Value 2014-2017
Table 34 Forecast Sales of Home Insecticides by Category: Value 2017-2022
Table 35 Forecast Sales of Home Insecticides by Category: % Value Growth 2017-2022

Laundry Care in Latvia

HEADLINES

PROSPECTS

A positive performance is expected over the forecast period

Sustainable laundry practices will be important

Price-based promotions will boost sales

COMPETITIVE LANDSCAPE

Henkel Latvia remains the leader

Spodriba AS posts rapid sales growth as it follows global trends

Innovation is convenience-driven

CATEGORY INDICATORS

Table 36 Household Possession of Washing Machines 2012-2017

CATEGORY DATA

Table 37 Sales of Laundry Care by Category: Value 2012-2017
Table 38 Sales of Laundry Care by Category: % Value Growth 2012-2017
Table 39 Sales of Laundry Aids by Category: Value 2012-2017
Table 40 Sales of Laundry Aids by Category: % Value Growth 2012-2017
Table 41 Sales of Laundry Detergents by Category: Value 2012-2017
Table 42 Sales of Laundry Detergents by Category: % Value Growth 2012-2017
Table 43 NBO Company Shares of Laundry Care: % Value 2013-2017
Table 44 LBN Brand Shares of Laundry Care: % Value 2014-2017
Table 45 NBO Company Shares of Laundry Aids: % Value 2013-2017
Table 46 LBN Brand Shares of Laundry Aids: % Value 2014-2017
Table 47 NBO Company Shares of Laundry Detergents: % Value 2013-2017
Table 48 LBN Brand Shares of Laundry Detergents: % Value 2014-2017
Table 49 Forecast Sales of Laundry Care by Category: Value 2017-2022
Table 50 Forecast Sales of Laundry Care by Category: % Value Growth 2017-2022

Polishes in Latvia

HEADLINES

PROSPECTS

Value and volume sales will stagnate

Polishes is a price-sensitive category

Little to no innovation is anticipated

COMPETITIVE LANDSCAPE

International players dominate polishes

Private label has a small presence

The most common promotional tool is price-based

CATEGORY DATA

Table 51 Sales of Polishes by Category: Value 2012-2017
Table 52 Sales of Polishes by Category: % Value Growth 2012-2017
Table 53 NBO Company Shares of Polishes: % Value 2013-2017
Table 54 LBN Brand Shares of Polishes: % Value 2014-2017
Table 55 Forecast Sales of Polishes by Category: Value 2017-2022
Table 56 Forecast Sales of Polishes by Category: % Value Growth 2017-2022

Surface Care in Latvia

HEADLINES

PROSPECTS

Eco-friendly products and sustainable packaging are more prominent

Consumers want eco-products at mainstream prices

Volumes sales stagnate

COMPETITIVE LANDSCAPE

International players lose share

Private label and eco-brands increase their value sales

Various advertising channels are utilised

CATEGORY DATA

Table 57 Sales of Surface Care by Category: Value 2012-2017
Table 58 Sales of Surface Care by Category: % Value Growth 2012-2017
Table 59 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2012-2017
Table 60 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2012-2017
Table 61 NBO Company Shares of Surface Care: % Value 2013-2017
Table 62 LBN Brand Shares of Surface Care: % Value 2014-2017
Table 63 Forecast Sales of Surface Care by Category: Value 2017-2022
Table 64 Forecast Sales of Surface Care by Category: % Value Growth 2017-2022

Toilet Care in Latvia

HEADLINES

PROSPECTS

The outlook is positive

The category is sensitive to purchasing power

New products stimulate growth

COMPETITIVE LANDSCAPE

International players lead the category

Eco-brands and local players rapidly increase their value sales

Price-based promotions stimulate sales

CATEGORY DATA

Table 65 Sales of Toilet Care by Category: Value 2012-2017
Table 66 Sales of Toilet Care by Category: % Value Growth 2012-2017
Table 67 NBO Company Shares of Toilet Care: % Value 2013-2017
Table 68 LBN Brand Shares of Toilet Care: % Value 2014-2017
Table 69 Forecast Sales of Toilet Care by Category: Value 2017-2022
Table 70 Forecast Sales of Toilet Care by Category: % Value Growth 2017-2022

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Megatrends

Country Report

Home Care in Latvia

New Report Guarantee

Executive Summary

New Report Guarantee

Latvian home care becomes greener

Convenience and eco-friendliness define development

Private label and Spodriba challenge international brands

Retailer power rises

Eco-friendliness and retailers will redefine most markets

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Home Care in Latvia

EXECUTIVE SUMMARY

Latvian home care becomes greener

Convenience and eco-friendliness define development

Private label and Spodriba challenge international brands

Retailer power rises

Eco-friendliness and retailers will redefine most markets

MARKET INDICATORS

MARKET DATA

SOURCES

Air Care in Latvia

HEADLINES

PROSPECTS

A good performance is expected

The health and wellness trend defines innovation and growth

Air care diversifies

COMPETITIVE LANDSCAPE

Reckitt Benckiser maintains its lead

Economy and standard products gain value sales

Having a good fragrance at home becomes more popular

CATEGORY DATA

Bleach in Latvia

HEADLINES

PROSPECTS

Consumers prefer products with a specific use

Consumers seek less aggressive alternatives

The bleach category will perform poorly over the forecast period

COMPETITIVE LANDSCAPE

Bleach stagnates as no new products are launched

Procter & Gamble remains the category leader

Standard and economy products dominate

CATEGORY DATA

Dishwashing in Latvia

HEADLINES

PROSPECTS

Convenience drives dishwashing

Price-based promotions remain widespread

Demand for eco-friendly and sustainable products grows

COMPETITIVE LANDSCAPE

Procter & Gamble leads sales

Consumers recognise and value domestic player Spodriba

Private label gains ground in dishwashing

CATEGORY INDICATORS

CATEGORY DATA

Home Insecticides in Latvia

HEADLINES

PROSPECTS

Stagnation over the forecast period is predicted

The category is heavily dependent on the weather and season

There is potential for innovation

COMPETITIVE LANDSCAPE

Domestic producer Kvadro maintains its leadership

International players offer wider product ranges and are catching up

More-advanced home insecticides drive the category

CATEGORY DATA

Laundry Care in Latvia

HEADLINES

PROSPECTS

A positive performance is expected over the forecast period

Sustainable laundry practices will be important

Price-based promotions will boost sales

COMPETITIVE LANDSCAPE

Henkel Latvia remains the leader