Packaged Food in Latvia

December 2020
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Overview:

Understand the latest market trends and future growth opportunities for the Packaged Food 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.

Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.

If you're in the Packaged Food 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 Packaged Food 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 Packaged Food in Latvia?
  • Which are the leading brands in Packaged Food in Latvia?
  • How are products distributed in Packaged Food in Latvia?
  • How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
  • What are the key health and wellness concerns driving, or challenging, sales in Packaged Food?
  • How significant are vegan and vegetarian dietary requirements in determining sales growth in Latvia?
  • How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
  • Where is future growth expected to be most dynamic?
  • How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?

Packaged Food in Latvia

EXECUTIVE SUMMARY

COVID-19 impact on packaged food
COVID-19 country impact
Company response
Retailing shift
Foodservice vs retail split
What next for packaged food?

FOODSERVICE

Sales to Foodservice
COVID-19 wreaks havoc Industry lobbying for a VAT cut, but it has yet to materialise Restaurants turn to take away and home delivery for salvation
Category Data
Table 1 Foodservice Sales of Packaged Food by Category: Volume 2015-2020 Table 2 Foodservice Sales of Packaged Food by Category: % Volume Growth 2015-2020 Table 3 Forecast Foodservice Sales of Packaged Food by Category: Volume 2020-2025 Table 4 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2020-2025

MARKET DATA

Table 5 Sales of Packaged Food by Category: Volume 2015-2020 Table 6 Sales of Packaged Food by Category: Value 2015-2020 Table 7 Sales of Packaged Food by Category: % Volume Growth 2015-2020 Table 8 Sales of Packaged Food by Category: % Value Growth 2015-2020 Table 9 GBO Company Shares of Packaged Food: % Value 2016-2020 Table 10 NBO Company Shares of Packaged Food: % Value 2016-2020 Table 11 LBN Brand Shares of Packaged Food: % Value 2017-2020 Table 12 Penetration of Private Label by Category: % Value 2015-2020 Table 13 Distribution of Packaged Food by Format: % Value 2015-2020 Table 14 Distribution of Packaged Food by Format and Category: % Value 2020 Table 15 Forecast Sales of Packaged Food by Category: Volume 2020-2025 Table 16 Forecast Sales of Packaged Food by Category: Value 2020-2025 Table 17 Forecast Sales of Packaged Food by Category: % Volume Growth 2020-2025 Table 18 Forecast Sales of Packaged Food by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Baked Goods in Latvia

KEY DATA FINDINGS

2020 IMPACT

Retail current value sales growth exhibits modest slowdown, with COVID-19 leading some to switch from unpackaged to packaged products
COVID-19 drives shift from foodservice to retail channel
Wider availability of artisanal products puts leader players under pressure

RECOVERY AND OPPORTUNITIES

Value-added products will drive an acceleration in retail current value sales growth
Shrinking households to continue to drive shrinking pack sizes
The arrival of Lidl will rachet up the pressure on brands

CATEGORY DATA

Table 19 Sales of Baked Goods by Category: Volume 2015-2020 Table 20 Sales of Baked Goods by Category: Value 2015-2020 Table 21 Sales of Baked Goods by Category: % Volume Growth 2015-2020 Table 22 Sales of Baked Goods by Category: % Value Growth 2015-2020 Table 23 NBO Company Shares of Baked Goods: % Value 2016-2020 Table 24 LBN Brand Shares of Baked Goods: % Value 2017-2020 Table 25 Distribution of Baked Goods by Format: % Value 2015-2020 Table 26 Forecast Sales of Baked Goods by Category: Volume 2020-2025 Table 27 Forecast Sales of Baked Goods by Category: Value 2020-2025 Table 28 Forecast Sales of Baked Goods by Category: % Volume Growth 2020-2025 Table 29 Forecast Sales of Baked Goods by Category: % Value Growth 2020-2025

Breakfast Cereals in Latvia

KEY DATA FINDINGS

2020 IMPACT

With consumers spending more time at home, COVID-19 boosts demand for breakfast cereals
Manufacturers leverage health and wellness and convenience trends to drive value sales growth
Dominant international players face a growing challenge from local manufacturers

RECOVERY AND OPPORTUNITIES

With retail volume sales flat, premiumisation will drive modest growth in retail current value sales
Muesli and granola will lead retail value sales growth
Lidl’s arrival will help to spur growth in private label’s value share

CATEGORY DATA

Table 30 Sales of Breakfast Cereals by Category: Volume 2015-2020 Table 31 Sales of Breakfast Cereals by Category: Value 2015-2020 Table 32 Sales of Breakfast Cereals by Category: % Volume Growth 2015-2020 Table 33 Sales of Breakfast Cereals by Category: % Value Growth 2015-2020 Table 34 NBO Company Shares of Breakfast Cereals: % Value 2016-2020 Table 35 LBN Brand Shares of Breakfast Cereals: % Value 2017-2020 Table 36 Distribution of Breakfast Cereals by Format: % Value 2015-2020 Table 37 Forecast Sales of Breakfast Cereals by Category: Volume 2020-2025 Table 38 Forecast Sales of Breakfast Cereals by Category: Value 2020-2025 Table 39 Forecast Sales of Breakfast Cereals by Category: % Volume Growth 2020-2025 Table 40 Forecast Sales of Breakfast Cereals by Category: % Value Growth 2020-2025

Processed Meat and Seafood in Latvia

KEY DATA FINDINGS

2020 IMPACT

With consumers stocking up, COVID-19 provides a significant boost to demand, particularly for shelf stable products
Premiumisation drives strong long-term growth in retail current value sales
With a growing network of retail outlets, meat processor Forevers SIA overtakes HKScan Latvia AS to assume leadership position

RECOVERY AND OPPORTUNITIES

Post-pandemic hangover for retail current value sales growth will be short lived
Meat substitutes set for strong growth in retail current value sales due to rising demand and a much broader product offer
Increased retail competition will put downward pressure on pricing

CATEGORY DATA

Table 41 Sales of Processed Meat and Seafood by Category: Volume 2015-2020 Table 42 Sales of Processed Meat and Seafood by Category: Value 2015-2020 Table 43 Sales of Processed Meat and Seafood by Category: % Volume Growth 2015-2020 Table 44 Sales of Processed Meat and Seafood by Category: % Value Growth 2015-2020 Table 45 NBO Company Shares of Processed Meat and Seafood: % Value 2016-2020 Table 46 LBN Brand Shares of Processed Meat and Seafood: % Value 2017-2020 Table 47 Distribution of Processed Meat and Seafood by Format: % Value 2015-2020 Table 48 Forecast Sales of Processed Meat and Seafood by Category: Volume 2020-2025 Table 49 Forecast Sales of Processed Meat and Seafood by Category: Value 2020-2025 Table 50 Forecast Sales of Processed Meat and Seafood by Category: % Volume Growth 2020-2025 Table 51 Forecast Sales of Processed Meat and Seafood by Category: % Value Growth 2020-2025

Processed Fruit and Vegetables in Latvia

KEY DATA FINDINGS

2020 IMPACT

With consumers stocking up, COVID-19 boosts demand for shelf stable fruit and vegetables and frozen processed potatoes
VAT change pushes consumers away from processed fruit and vegetables
Broad product portfolio and heritage help Orkla Foods Latvija SIA maintain leadership

RECOVERY AND OPPORTUNITIES

Frozen processed fruit and vegetables will outperform their shelf stable counterparts
Consumers will want smaller packs and less packaging
Brands will come under growing pressure from private label

CATEGORY DATA

Table 52 Sales of Processed Fruit and Vegetables by Category: Volume 2015-2020 Table 53 Sales of Processed Fruit and Vegetables by Category: Value 2015-2020 Table 54 Sales of Processed Fruit and Vegetables by Category: % Volume Growth 2015-2020 Table 55 Sales of Processed Fruit and Vegetables by Category: % Value Growth 2015-2020 Table 56 NBO Company Shares of Processed Fruit and Vegetables: % Value 2016-2020 Table 57 LBN Brand Shares of Processed Fruit and Vegetables: % Value 2017-2020 Table 58 Distribution of Processed Fruit and Vegetables by Format: % Value 2015-2020 Table 59 Forecast Sales of Processed Fruit and Vegetables by Category: Volume 2020-2025 Table 60 Forecast Sales of Processed Fruit and Vegetables by Category: Value 2020-2025 Table 61 Forecast Sales of Processed Fruit and Vegetables by Category: % Volume Growth 2020-2025 Table 62 Forecast Sales of Processed Fruit and Vegetables by Category: % Value Growth 2020-2025

Rice, Pasta and Noodles in Latvia

KEY DATA FINDINGS

2020 IMPACT

COVID-19 reinvigorates demand for dried pasta and rice
Desire for convenience drives strong demand growth for instant noodle cups
Consumers stick with familiar brands, but private label is prominent in pasta

RECOVERY AND OPPORTUNITIES

Retail current value sales growth of rice and dried pasta will be robust, but instant cup noodles will be the top performer
Domestic players will raise their game
Private label will grow in prominence

CATEGORY DATA

Table 63 Sales of Rice, Pasta and Noodles by Category: Volume 2015-2020 Table 64 Sales of Rice, Pasta and Noodles by Category: Value 2015-2020 Table 65 Sales of Rice, Pasta and Noodles by Category: % Volume Growth 2015-2020 Table 66 Sales of Rice, Pasta and Noodles by Category: % Value Growth 2015-2020 Table 67 NBO Company Shares of Rice, Pasta and Noodles: % Value 2016-2020 Table 68 LBN Brand Shares of Rice, Pasta and Noodles: % Value 2017-2020 Table 69 NBO Company Shares of Rice: % Value 2016-2020 Table 70 LBN Brand Shares of Rice: % Value 2017-2020 Table 71 NBO Company Shares of Pasta: % Value 2016-2020 Table 72 LBN Brand Shares of Pasta: % Value 2017-2020 Table 73 NBO Company Shares of Noodles: % Value 2016-2020 Table 74 LBN Brand Shares of Noodles: % Value 2017-2020 Table 75 Distribution of Rice, Pasta and Noodles by Format: % Value 2015-2020 Table 76 Distribution of Rice by Format: % Value 2015-2020 Table 77 Distribution of Pasta by Format: % Value 2015-2020 Table 78 Distribution of Noodles by Format: % Value 2015-2020 Table 79 Forecast Sales of Rice, Pasta and Noodles by Category: Volume 2020-2025 Table 80 Forecast Sales of Rice, Pasta and Noodles by Category: Value 2020-2025 Table 81 Forecast Sales of Rice, Pasta and Noodles by Category: % Volume Growth 2020-2025 Table 82 Forecast Sales of Rice, Pasta and Noodles by Category: % Value Growth 2020-2025

Edible Oils in Latvia

KEY DATA FINDINGS

2020 IMPACT

With consumers stocking up on kitchen essentials, COVID-19 will provide a significant boost to edible oils demand
Increasing health consciousness drives shift to olive oil
Local brands struggle to compete with international leaders

RECOVERY AND OPPORTUNITIES

Olive will continue to lead retail current value sales growth
Quality will become more important to consumers
Private label to grow in importance with the entry of Lidl

CATEGORY DATA

Table 83 Sales of Edible Oils by Category: Volume 2015-2020 Table 84 Sales of Edible Oils by Category: Value 2015-2020 Table 85 Sales of Edible Oils by Category: % Volume Growth 2015-2020 Table 86 Sales of Edible Oils by Category: % Value Growth 2015-2020 Table 87 NBO Company Shares of Edible Oils: % Value 2016-2020 Table 88 LBN Brand Shares of Edible Oils: % Value 2017-2020 Table 89 Distribution of Edible Oils by Format: % Value 2015-2020 Table 90 Forecast Sales of Edible Oils by Category: Volume 2020-2025 Table 91 Forecast Sales of Edible Oils by Category: Value 2020-2025 Table 92 Forecast Sales of Edible Oils by Category: % Volume Growth 2020-2025 Table 93 Forecast Sales of Edible Oils by Category: % Value Growth 2020-2025

Ready Meals in Latvia

KEY DATA FINDINGS

2020 IMPACT

COVID-19 will have a modest positive effect on retail current value sales growth in ready meals, but convenience and quality will remain the main drivers
Chilled pizza and ready meals lead in retail current value sales growth, as consumers seek convenience and quality
Local and regional players dominate, but private label is also strong

RECOVERY AND OPPORTUNITIES

Chilled ready meals and frozen pizza will continue to lead retail current value sales growth
The threat posed by foodservice and meal delivery is limited by affordability issues
Entry of Lidl will bolster presence of private label

CATEGORY DATA

Table 94 Sales of Ready Meals by Category: Volume 2015-2020 Table 95 Sales of Ready Meals by Category: Value 2015-2020 Table 96 Sales of Ready Meals by Category: % Volume Growth 2015-2020 Table 97 Sales of Ready Meals by Category: % Value Growth 2015-2020 Table 98 NBO Company Shares of Ready Meals: % Value 2016-2020 Table 99 LBN Brand Shares of Ready Meals: % Value 2017-2020 Table 100 Distribution of Ready Meals by Format: % Value 2015-2020 Table 101 Forecast Sales of Ready Meals by Category: Volume 2020-2025 Table 102 Forecast Sales of Ready Meals by Category: Value 2020-2025 Table 103 Forecast Sales of Ready Meals by Category: % Volume Growth 2020-2025 Table 104 Forecast Sales of Ready Meals by Category: % Value Growth 2020-2025

Sauces, Dressings and Condiments in Latvia

KEY DATA FINDINGS

2020 IMPACT

With consumers stocking up and spending more time at home, COVID-19 will provide a significant boost to retail current value sales growth
Premiumisation and increased cosmopolitanism drive value sales growth
A widening product portfolio helps Orkla Foods Latvija SIA strengthen its leadership position

RECOVERY AND OPPORTUNITIES

Pasta sauces will suffer a pandemic hangover but quickly bounce back
Private label will grow in importance with the arrival of Lidl
Value sales will become more concentrated

CATEGORY DATA

Table 105 Sales of Sauces, Dressings and Condiments by Category: Volume 2015-2020 Table 106 Sales of Sauces, Dressings and Condiments by Category: Value 2015-2020 Table 107 Sales of Sauces, Dressings and Condiments by Category: % Volume Growth 2015-2020 Table 108 Sales of Sauces, Dressings and Condiments by Category: % Value Growth 2015-2020 Table 109 NBO Company Shares of Sauces, Dressings and Condiments: % Value 2016-2020 Table 110 LBN Brand Shares of Sauces, Dressings and Condiments: % Value 2017-2020 Table 111 Distribution of Sauces, Dressings and Condiments by Format: % Value 2015-2020 Table 112 Forecast Sales of Sauces, Dressings and Condiments by Category: Volume 2020-2025 Table 113 Forecast Sales of Sauces, Dressings and Condiments by Category: Value 2020-2025 Table 114 Forecast Sales of Sauces, Dressings and Condiments by Category: % Volume Growth 2020-2025 Table 115 Forecast Sales of Sauces, Dressings and Condiments by Category: % Value Growth 2020-2025

Sweet Spreads in Latvia

KEY DATA FINDINGS

2020 IMPACT

With consumers spending time at home, growth in retail current value sales of sweet spreads accelerates sharply
Growth in retail volume sales has been weak, but premiumisation is boosting retail current value sales growth
Broad product range and health-focused new product launches help Puratos Latvia SIA maintain leadership

RECOVERY AND OPPORTUNITIES

Honey will continue to lead retail current value sales growth, largely due to its healthy image
Brands with a health and wellness positioning will perform particularly well
Private label will grow in prominence with the arrival of Lidl

CATEGORY DATA

Table 116 Sales of Sweet Spreads by Category: Volume 2015-2020 Table 117 Sales of Sweet Spreads by Category: Value 2015-2020 Table 118 Sales of Sweet Spreads by Category: % Volume Growth 2015-2020 Table 119 Sales of Sweet Spreads by Category: % Value Growth 2015-2020 Table 120 NBO Company Shares of Sweet Spreads: % Value 2016-2020 Table 121 LBN Brand Shares of Sweet Spreads: % Value 2017-2020 Table 122 Distribution of Sweet Spreads by Format: % Value 2015-2020 Table 123 Forecast Sales of Sweet Spreads by Category: Volume 2020-2025 Table 124 Forecast Sales of Sweet Spreads by Category: Value 2020-2025 Table 125 Forecast Sales of Sweet Spreads by Category: % Volume Growth 2020-2025 Table 126 Forecast Sales of Sweet Spreads by Category: % Value Growth 2020-2025

Soup in Latvia

KEY DATA FINDINGS

2020 IMPACT

With consumers seeking to stock up, COVID-19 boosts retail current value sales growth, particularly for shelf stable soup
Consumers seek healthier and more convenient and sophisticated products
Unrivalled marketing muscle helps Nestlé SA and Unilever Baltic LLC SIA remain dominant

RECOVERY AND OPPORTUNITIES

Retail current value sales growth will be weak, particularly for dehydrated soup, which will increasingly be perceived as ‘unnatural’
Growth opportunity for chilled soup, but lack of marketing could be a problem
Lidl will mount private label challenge to Maggi and Knorr

CATEGORY DATA

Table 127 Sales of Soup by Category: Volume 2015-2020 Table 128 Sales of Soup by Category: Value 2015-2020 Table 129 Sales of Soup by Category: % Volume Growth 2015-2020 Table 130 Sales of Soup by Category: % Value Growth 2015-2020 Table 131 NBO Company Shares of Soup: % Value 2016-2020 Table 132 LBN Brand Shares of Soup: % Value 2017-2020 Table 133 Distribution of Soup by Format: % Value 2015-2020 Table 134 Forecast Sales of Soup by Category: Volume 2020-2025 Table 135 Forecast Sales of Soup by Category: Value 2020-2025 Table 136 Forecast Sales of Soup by Category: % Volume Growth 2020-2025 Table 137 Forecast Sales of Soup by Category: % Value Growth 2020-2025

Packaged Food

In packaged food we consider two aspects of food sales: 1) Retail sales. 2) Foodservice. Retail sales is defined as sales through establishments primarily engaged in the sale of fresh, packaged and prepared foods for home preparation and consumption. This excludes hotels, restaurant, cafés, duty free sales and institutional sales (canteens, prisons/jails, hospitals, army, etc). Our retail definition EXCLUDES the purchase of food products from foodservice outlets for consumption off-premises, eg impulse confectionery bought from counters of cafés/bars. This falls under foodservice sales. For foodservice, we capture all sales to foodservice outlets, regardless of whether the products are eventually consumed on-premise or off-premise. Foodservice sales is defined as sales to consumer foodservice outlets that serve the general public in a non-captive environment. Outlets include cafés/bars, FSR (full-service restaurants), fast food, 100% home delivery/takeaway, self-service cafeterias and street stalls/kiosks. Sales to semicaptive foodservice outlets are also included. This describes outlets located in leisure, travel and retail environments. 1) Retail refers to units located in retail outlets such as department stores, shopping malls, shopping centres, super/hypermarkets etc. 2) Leisure refers to units located in leisure establishments such as museums, health clubs, cinemas, theatres, theme parks and sports stadiums. 3) Travel refers to units located in based in airports, rail stations, coach stations, motorway service stations offering gas facilities etc. Beyond the scope of the foodservice research are captive foodservice units that serve captive populations around institutions such as hospitals, schools, and prisons. This is also known as institutional sales.

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This report originates from Passport, our Packaged Food research and analysis database.

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