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.
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.
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.
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 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.
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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This industry report originates from Passport, our Tissue and Hygiene market research database.