Executive Summary

Mar 2019
PROSPECTS
Ageing population set to drive strong growth

Latvia’s population continued to age at the end of the review period with 20% of the population aged 65+ years in 2017. With ageing set to continue over the forecast period demand for retail adult incontinence should continue to see strong growth, with this condition mainly affecting the elderly.

Strong growth dependent on a stable economy

Retail adult incontinence remains relatively expensive per unit and as such sales are affected by the economic conditions within the country, despite the products being daily essentials for many consumers. This is because the main consumer base is the elderly, the disabled and caregivers who are typically buying for a family member, with these consumers being generally price sensitive.

Moderate/heavy adult incontinence continues to dominate sales

Moderate/heavy adult incontinence is likely to remain the largest and most dynamic category over the forecast period. The category should benefit from ongoing information and awareness campaigns from public and private bodies which are helping to remove the stigma of urinary incontinence.

COMPETITIVE LANDSCAPE
Tena dominates

Essity maintained its dominance in retail adult incontinence in 2018 thanks to the strength of its Tena brand which has developed strong awareness and trust among consumers. Tena has invested in raising awareness and acceptance of urinary incontinence through education and marketing campaigns, including the use of television and print advertising and an active presence on social media.

Seni benefits from premium positioning

Second place in the rankings is TZMO Latvij with its Seni brand. Retail adult incontinence is a very consolidated category with Tena and Seni being the only significant branded products.

Private label benefits from low pricing

Health and beauty specialist retailer Drogas AS accounts for most of the remaining sales within retail adult incontinence with its Facelle Diskret private label range. This range is significantly cheaper than those of the two leading international brands and it continued to see strong current value growth in 2018 due to its popularity with more price conscious consumers.

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Retail Adult Incontinence in Latvia

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Overview

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

The Incontinence 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 Incontinence in Latvia?
  • What are the major brands in Latvia?
  • What are the most important channels for incontinence products?
  • How do light incontinence products perform compared to moderate/heavy incontinence products?

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.

Retail Adult Incontinence in Latvia - Category analysis

HEADLINES

PROSPECTS

Ageing population set to drive strong growth
Strong growth dependent on a stable economy
Moderate/heavy adult incontinence continues to dominate sales

COMPETITIVE LANDSCAPE

Tena dominates
Seni benefits from premium positioning
Private label benefits from low pricing

CATEGORY DATA

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