Executive Summary

Mar 2019
PROSPECTS
Projected decline in baby population provides bleak outlook

Nappies/diapers/pants continued to record moderate growth in current value and volume terms in 2018 thanks to a gradual increase in the population aged 0-3 years and strong growth in the country’s economy. Nevertheless, with Latvia’s birth rate falling and emigration the population of babies is projected to decline over the forecast period which will likely have a negative impact on volume sales of nappies/diapers/pants.

Disposable pants on the rise

Disposable pants once again witnessed the most dynamic growth in 2018 with this set to continue over the forecast period. Parents appreciate the look, convenience in use and comfort that is provided by disposable pants.

Consumers turning attention to eco-friendly products

Consumers in Latvia are becoming increasingly concerned about their environmental footprint and this is starting to have an impact on their purchasing decisions, including when it comes to nappies/diapers/pants. As disposable income improves parents are likely to become more willing to invest in products which are more environmentally friendly, such as biodegradable nappies/diapers/pants.

COMPETITIVE LANDSCAPE
Top three players dominate

International players Procter & Gamble, Kimberly-Clark Corp and Essity AB continued to dominate nappies/diapers/pants in 2018 with their respective brands Pampers, Huggies and Libero. All three brands benefit from widespread distribution, strong marketing and a well-established trust among consumers.

Bella Baby Happy sees strong growth

TZMO Latvija SIA witnessed the most dynamic growth in current value terms in 2018 with it continuing to attract parents with the good price/quality ratio it offers under its Bella Baby Happy brand. The company offers a wide choice with its products also featuring added benefits such as a wetness indicator to alert parents when a child’s nappy needs changing.

Rimi sees strong performance with increasingly popular range

Consumers remained focused on value in 2018 and this was reflected in the strong performance of Rimi with its private label range, Loving Touch. Rimi’s nappies/diapers/pants are significantly cheaper per unit than those of leading brands Pampers and Huggies while parents are becoming increasingly trusting of the quality of its private label.

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Nappies/Diapers/Pants in Latvia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Nappies/Diapers/Pants 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 Nappies/Diapers/Pants industry in Latvia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Nappies/Diapers/Pants 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 Nappies/Diapers/Pants in Latvia?
  • What are the major brands in Latvia?
  • How are decreasing birth rates in developed economies impact the sales of nappies/diapers/pants?
  • Which countries offer the biggest potential for environmentally friendly nappies/diapers?

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 Tissue and Hygiene market research database.

Nappies/Diapers/Pants in Latvia - Category analysis

HEADLINES

PROSPECTS

Projected decline in baby population provides bleak outlook
Disposable pants on the rise
Consumers turning attention to eco-friendly products

COMPETITIVE LANDSCAPE

Top three players dominate
Bella Baby Happy sees strong growth
Rimi sees strong performance with increasingly popular range

CATEGORY DATA

Table 1 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 2 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 4 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 5 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 6 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

Tissue and Hygiene in Latvia - Industry Overview

EXECUTIVE SUMMARY

Strong economic performance fuels growth
Comfort and convenience key to new product development
International brands lead but private label provides stiff competition
Distribution continues to be dominated by three channels
Cautious optimism regarding the future of tissue and hygiene in Latvia

MARKET INDICATORS

Table 7 Birth Rates 2013-2018
Table 8 Infant Population 2013-2018
Table 9 Female Population by Age 2013-2018
Table 10 Total Population by Age 2013-2018
Table 11 Households 2013-2018
Table 12 Forecast Infant Population 2018-2023
Table 13 Forecast Female Population by Age 2018-2023
Table 14 Forecast Total Population by Age 2018-2023
Table 15 Forecast Households 2018-2023

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources