Home Care in Latvia

Home Care in Latvia

EXECUTIVE SUMMARY

Higher disposable incomes support premiumisation and higher retail value growth

Environmental and convenience trends shape demand among modern consumers

Multinationals lead but the eco-friendly trend favours local players

Consolidation of retailing and wider home care offer favour large modern retailers

Maturity and socioeconomic trends threaten volume, but premiumisation offers value potential

MARKET INDICATORS

Table 1 Households 2014-2019

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2014-2019
Table 3 Sales of Home Care by Category: % Value Growth 2014-2019
Table 4 NBO Company Shares of Home Care: % Value 2015-2019
Table 5 LBN Brand Shares of Home Care: % Value 2016-2019
Table 6 Penetration of Private Label in Home Care by Category: % Value 2014-2019
Table 7 Distribution of Home Care by Format: % Value 2014-2019
Table 8 Distribution of Home Care by Format and Category: % Value 2019
Table 9 Forecast Sales of Home Care by Category: Value 2019-2024
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources

Air Care in Latvia

HEADLINES

PROSPECTS

Improving purchasing power supports call for sophisticated and convenient products

Wider appreciation of use and accomplishments of air fresheners broadens variety

Health concerns over chemical use pushes demand towards fresh and clean scents

COMPETITIVE LANDSCAPE

New lines add dynamism to Air Wick offer

Natural alternatives like essential oils slow development of eco-friendly products

Drogas and modern grocery retailers appeal to consumers with affordable prices

CATEGORY DATA

Table 11 Sales of Air Care by Category: Value 2014-2019
Table 12 Sales of Air Care by Category: % Value Growth 2014-2019
Table 13 NBO Company Shares of Air Care: % Value 2015-2019
Table 14 LBN Brand Shares of Air Care: % Value 2016-2019
Table 15 Forecast Sales of Air Care by Category: Value 2019-2024
Table 16 Forecast Sales of Air Care by Category: % Value Growth 2019-2024

Bleach in Latvia

HEADLINES

PROSPECTS

Bleach sales suffer from association with health and environmental concerns

Weak assortment and substitutes limit demand for bleach

Low innovation encourages stable unit price movement to remain competitive

COMPETITIVE LANDSCAPE

Ace leverages strong recognition to remain the leading brand

Category decline discourages potential new entrants

Maxima Latvija rebrands private label offer in bleach to stimulate interest

CATEGORY DATA

Table 17 Sales of Bleach: Value 2014-2019
Table 18 Sales of Bleach: % Value Growth 2014-2019
Table 19 NBO Company Shares of Bleach: % Value 2015-2019
Table 20 LBN Brand Shares of Bleach: % Value 2016-2019
Table 21 Forecast Sales of Bleach: Value 2019-2024
Table 22 Forecast Sales of Bleach: % Value Growth 2019-2024

Dishwashing in Latvia

HEADLINES

PROSPECTS

Higher purchasing power and convenience drive development in dishwashing

Eco-friendly focus offers value sales opportunities as demand falls in hand dishwashing

Price, efficiency and convenience trump sustainability in automatic dishwashing

COMPETITIVE LANDSCAPE

Consumer shift towards automatic dishwashing sees Reckitt Benckiser gain ground on leader

Spodriba leverages low prices and ecological focus to win retail value shares

More companies set to look to sustainability to add value and grow shares

CATEGORY INDICATORS

Table 23 Household Possession of Dishwashers 2014-2019

CATEGORY DATA

Table 24 Sales of Dishwashing by Category: Value 2014-2019
Table 25 Sales of Dishwashing by Category: % Value Growth 2014-2019
Table 26 NBO Company Shares of Dishwashing: % Value 2015-2019
Table 27 LBN Brand Shares of Dishwashing: % Value 2016-2019
Table 28 Forecast Sales of Dishwashing by Category: Value 2019-2024
Table 29 Forecast Sales of Dishwashing by Category: % Value Growth 2019-2024

Home Insecticides in Latvia

HEADLINES

PROSPECTS

High seasonality of demand dictates category performance

Higher disposable incomes increase demand for advanced electric insecticides

Growing health and environmental concerns create more space for “green” options

COMPETITIVE LANDSCAPE

Stable competitive landscape due to significant entry barriers

Wide product ranges and distribution keep Kvadro and Bros ahead of the field

Consumers show loyalty to brands offering good price/quality ratios

CATEGORY DATA

Table 30 Sales of Home Insecticides by Category: Value 2014-2019
Table 31 Sales of Home Insecticides by Category: % Value Growth 2014-2019
Table 32 NBO Company Shares of Home Insecticides: % Value 2015-2019
Table 33 LBN Brand Shares of Home Insecticides: % Value 2016-2019
Table 34 Forecast Sales of Home Insecticides by Category: Value 2019-2024
Table 35 Forecast Sales of Home Insecticides by Category: % Value Growth 2019-2024

Laundry Care in Latvia

HEADLINES

PROSPECTS

Premiumisation drives value growth through eco-friendly and concentrated products

Search for safe, sustainable products pushes eco-friendly options to the fore

Promotions aim to absorb effect on prices of rising production costs and premiumisation

COMPETITIVE LANDSCAPE

Henkel embraces sustainability to remain competitive in an increasingly eco-facing category

Local players emphasise eco-friendly and affordability credentials to gain ground

Private label presence curtailed by strength of branded international and local rivals

CATEGORY INDICATORS

Table 36 Household Possession of Washing Machines 2014-2019

CATEGORY DATA

Table 37 Sales of Laundry Care by Category: Value 2014-2019
Table 38 Sales of Laundry Care by Category: % Value Growth 2014-2019
Table 39 Sales of Laundry Aids by Category: Value 2014-2019
Table 40 Sales of Laundry Aids by Category: % Value Growth 2014-2019
Table 41 Sales of Laundry Detergents by Category: Value 2014-2019
Table 42 Sales of Laundry Detergents by Category: % Value Growth 2014-2019
Table 43 NBO Company Shares of Laundry Care: % Value 2015-2019
Table 44 LBN Brand Shares of Laundry Care: % Value 2016-2019
Table 45 NBO Company Shares of Laundry Aids: % Value 2015-2019
Table 46 LBN Brand Shares of Laundry Aids: % Value 2016-2019
Table 47 NBO Company Shares of Laundry Detergents: % Value 2015-2019
Table 48 LBN Brand Shares of Laundry Detergents: % Value 2016-2019
Table 49 Forecast Sales of Laundry Care by Category: Value 2019-2024
Table 50 Forecast Sales of Laundry Care by Category: % Value Growth 2019-2024

Polishes in Latvia

HEADLINES

PROSPECTS

Waning demand as modern lifestyles and preferences lower consumption opportunities

Higher disposable incomes spur demand for better quality, easy-to-use shoe polish

Low incentive for innovation hampers potential for eco brands and products

COMPETITIVE LANDSCAPE

SC Johnson & Son benefits from premiumisation trend to retain clear lead

Kvadro posts strong value growth through brand building and higher prices

Low innovation and stagnant demand present obstacles to potential new brands

CATEGORY DATA

Table 51 Sales of Polishes by Category: Value 2014-2019
Table 52 Sales of Polishes by Category: % Value Growth 2014-2019
Table 53 NBO Company Shares of Polishes: % Value 2015-2019
Table 54 LBN Brand Shares of Polishes: % Value 2016-2019
Table 55 Forecast Sales of Polishes by Category: Value 2019-2024
Table 56 Forecast Sales of Polishes by Category: % Value Growth 2019-2024

Surface Care in Latvia

HEADLINES

PROSPECTS

“Green” cleaning trend affords strong growth opportunities in a developing category

Improving purchasing power supports demand for higher-quality products

Pricing remains a key factor among a price-sensitive population

COMPETITIVE LANDSCAPE

Wide distribution, marketing and price promotions underpin leadership of multinationals

Local players lock into eco-friendly trend for domestic and export growth opportunities

The online channel exerts growing influence on marketing and sales of surface care

CATEGORY DATA

Table 57 Sales of Surface Care by Category: Value 2014-2019
Table 58 Sales of Surface Care by Category: % Value Growth 2014-2019
Table 59 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2014-2019
Table 60 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2014-2019
Table 61 NBO Company Shares of Surface Care: % Value 2015-2019
Table 62 LBN Brand Shares of Surface Care: % Value 2016-2019
Table 63 Forecast Sales of Surface Care by Category: Value 2019-2024
Table 64 Forecast Sales of Surface Care by Category: % Value Growth 2019-2024

Toilet Care in Latvia

HEADLINES

PROSPECTS

Quality and convenience spur strong value growth in toilet care tablets/powders

Improving economic conditions accelerate premiumisation trend

Eco-friendly trend intensifies competition and influences brand strategies

COMPETITIVE LANDSCAPE

Wide distribution and marketing keep Bref WC top-of-mind and the rankings

Tri-Bio rides ecological wave to post fastest value sales growth

Strong eco-friendly positioning leaves local players well placed to make share gains

CATEGORY DATA

Table 65 Sales of Toilet Care by Category: Value 2014-2019
Table 66 Sales of Toilet Care by Category: % Value Growth 2014-2019
Table 67 NBO Company Shares of Toilet Care: % Value 2015-2019
Table 68 LBN Brand Shares of Toilet Care: % Value 2016-2019
Table 69 Forecast Sales of Toilet Care by Category: Value 2019-2024
Table 70 Forecast Sales of Toilet Care by Category: % Value Growth 2019-2024

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