Competitive Landscape
Leading Manufacturers Retain Share as Distributor-Led Players Expand through Value Positioning
In 2025, the men’s grooming landscape in Latvia remained moderately concentrated, with a small number of key manufacturers holding significant share. Procter & Gamble Marketing Latvia Ltd SIA led with a 15% share, followed closely by Coty Inc at 14%, together accounting for 29% of total retail value.
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Overview:
Understand the latest market trends and future growth opportunities for the Men's Grooming 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 Men's Grooming 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 Men's Grooming 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 Men's Grooming 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?
Men's Grooming in Latvia - Category analysis
Key Data Insights
Men's Grooming Summary
Value Growth Supported by Multifunctional Demand and Digital Engagement in a Cautious Spending Environment
Price-Value Optimisation Drives Demand for Large-Format and Multifunctional Products
Skin-Friendly Formulations and Digital Engagement Support Category Development
Value-Driven Formats and Multifunctional Products Set to Sustain Growth as Fragrances Lead Expansion
Grocery and Health and Beauty Specialists Expected to Reinforce Everyday Purchasing Behaviour
Digital Influence Projected to Expand as Online Research and Omnichannel Purchasing Shape Behaviour
Leading Manufacturers Retain Share as Distributor-Led Players Expand through Value Positioning
Non-Grocery Retailers Lead as Beauty Specialists Anchor Distribution and Supermarkets Gain Ground
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:
Men's Grooming
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- Men's Post-Shave
- Men's Pre-Shave
- Men's Razors and Blades
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- Premium Men's Bath and Shower
- Mass Men's Bath and Shower
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- Premium Men's Deodorants
- Mass Men's Deodorants
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- Premium Men's Hair Care
- Mass Men's Hair Care
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- Premium Men's Skin Care
- Mass Men's Skin Care
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- Premium Men's Fragrances
- Mass Men's Fragrances
Men's Grooming
This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.
See all of our definitionsWhy 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 Men's Grooming research and analysis database.
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