Mass Beauty and Personal Care in Latvia

PROSPECTS

Health and wellness trend penetrating mass beauty and personal care

For many Latvian consumers, their purchasing decisions are often based on price. However, the growing “healthy living” trend has boosted demand for organic ingredients in mass cosmetics too.

Hair care and skin care together dominate sales

Hair care and skin care together continued to dominate mass beauty and personal care in 2017, accounting for more than half of overall value sales thanks to being an essential part of consumers’ personal care routines. However, both categories are characterised by strong competition due to the presence of a high number of brands.

Abundance of new products threatens to reduce their visibility and longevity

Mass beauty and personal care is facing various challenges in Latvia, including weakening brand loyalty and a widening range of products. As discounting remains prevalent as a major sales driver in the mass segment, the longevity of new product developments will also be determined by their price competitiveness.

COMPETITIVE LANDSCAPE

L’Oréal remains the leading player in mass beauty and personal care

L'Oréal remained the leading player in mass beauty and personal care in 2017 thanks to the combined strength of brands such as L'Oréal Paris, Eucerin, Garnier and Maybelline. However, Henkel’s Syoss remained the leading brand overall, followed by Beiersdorf’s Nivea and then Avon.

Major beauty retailer Drogas revamps one of its outlets in the capital

One of the most well-known beauty retailers in Latvia, Drogas, revamped one of its outlets in Riga in 2017, introducing innovative concepts such as video screens and LED panels, as well as enabling customers to access its social media platforms. Drogas has virtually no bricks-and-mortar rivals in the country and thus has been able to increase its turnover on a yearly basis thanks to an offer of a wide range of decent quality private label products as well as international brands.

Stronger demand for locally-made products with better quality and natural ingredients

Over the forecast period mass beauty and personal care is expected to become increasingly competitive and saturated. With many middle-income householders trading up to the premium segment, mass manufacturers will need to offer better quality and more innovative products.

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