While oral care registered declining sales in volume and current value terms in 2020, COVID-19 had less of a negative effect on oral care than many other beauty and personal care categories. Oral care was better able to absorb the impact of the pandemic due to the dominance of basic products of primary need in the key categories, manual toothbrushes and toothpaste.
While a certain level of demand for manual toothbrushes and toothpaste was maintained during the pandemic, some users were likely to use the former for longer, ration the amount of toothpaste used per brush and buy replacements less frequently than in previous years for economic and convenience reasons. The maturity of manual toothbrushes and toothpaste also tends to limit growth potential in these categories.
In 2021, Lidl opened its first stores in Latvia and, at the same time, introduced its Dentalux private label line for toothpastes, flosses, rinses and toothbrushes. The share of Lidl’s private label products is likely to increase as the discounter chain expands during the forecast period, potentially putting downward pressure on the prices of beauty and personal care products.
The shrinking and gradually ageing population will continue impacting the dynamics of the hair care category over the forecast period. The population of Latvia is expected to shrink from 1.
As in the review period, electric toothbrushes is predicted to see the fastest current value growth over the forecast period. With demand already very mature and sales dominated by basic, low-value products, manual toothbrushes are seeing slower growth.
Overall sales are likely to continue being dominated by basic products sold at low prices, with most consumers content to simply brush their teeth twice daily and rinse with mouthwash as and when necessary. Similarly, the intensified economic pressure on households due to COVID-19 is predicted to help maintain demand for private label products, particularly with the entry of Lidl in 2021.
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Understand the latest market trends and future growth opportunities for the Oral Care 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 Oral Care 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.
Oral Care
This is the aggregation of toothpaste, toothbrushes, mouthwashes/dental rinses, denture care, mouth fresheners at-home teeth whiteners and dental floss.
See All of Our DefinitionsThis report originates from Passport, our Oral Care research and analysis database.
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