Executive Summary

Mar 2019
PROSPECTS
Booming economy supports growth

Sanitary protection continued to record healthy current value growth in 2018. Latvia’s economy continues to see strong growth which has resulted in rising disposable income, including a hike in the country’s minimum wage.

Consumers increasingly choosing tampons and thinner towels

Tampons witnessed the most dynamic growth in current value terms in 2018, although it remains a much smaller category than towels. Many young and middle-aged women appreciate the comfort and convenience of tampons which give them greater freedom when going about their daily activities.

Interest in eco-friendly products remains limited

Consumers in Latvia are becoming increasingly conscious about their impact on the environment and as such growing numbers of consumers are looking to reduce the amount of waste they create as well as looking to avoid products with harmful chemicals. In terms of sanitary protection eco-friendly alternatives include menstrual cups and reusable cotton pads although this is very much a niche area.

COMPETITIVE LANDSCAPE
Procter & Gamble retains a strong lead

Procter & Gamble Marketing Latvia Ltd SIA retained a strong lead in sanitary protection in 2018 despite seeing a slight decline in its value share. The company offers the Always, Naturella, Discreet and Tampax brands, with its wide offer supporting its strong position.

Private label sees growth

Private label saw a slight increase in its overall value share in 2018 with consumers in Latvia often perceiving there to be little difference between products when it comes to sanitary protection. Health and beauty specialist retailer Drogas AS held the largest share in terms of private label with its Facelle brand.

Branded players struggle to differentiate from private label

TZMO Latvija SIA’s Bella brand was ranked second in sanitary protection in 2018 with it benefiting from its good value, with quality products offered at lower prices than brands such as Always. However, like many brands, it lost share in 2018 due to the growing competition from private label, which still offers lower prices despite improvements in quality.

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Sanitary Protection in Latvia

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Overview

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

The Sanitary Protection 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 Sanitary Protection in Latvia?
  • What are the major brands in Latvia?
  • What are the key new product launches in the sanitary protection market?

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.

Sanitary Protection in Latvia - Category analysis

HEADLINES

PROSPECTS

Booming economy supports growth
Consumers increasingly choosing tampons and thinner towels
Interest in eco-friendly products remains limited

COMPETITIVE LANDSCAPE

Procter & Gamble retains a strong lead
Private label sees growth
Branded players struggle to differentiate from private label

CATEGORY DATA

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