Surface Care in Latvia

PROSPECTS

Eco-friendly products continue to see strong development

Driven by government campaigns and EU regulation there is a growing focus on the environment and sustainability in Latvia, with this also being seen in surface care. Consumers are paying more attention to the content of surface care products and are increasingly choosing eco-friendly versions.

Price remains key factor when purchasing surface care

Multi-purpose cleaners remains the largest category of surface care in Latvia, despite task-specific products such as kitchen and bathroom cleaners seeing strong growth. Latvia is one of the poorest countries in the EU and despite the country seeing economic growth towards the end of the review period its population remains highly price conscious, thereby favouring products which can cover a variety of tasks.

Niche players provide boost to internet retailing

With the growing focus on the environment and health and wellness there is a growing presence of niche players offering environmentally-friendly surface care which has supported the strong growth of internet retailing. Players such as Purenn and Bioteka offer eco-friendly and organic surface care through their online stores, with the latter also operating brick-and-mortar stores.

COMPETITIVE LANDSCAPE

International players struggle as local players rise to prominence

International players continue to lead surface care in Latvia in 2018 despite the top three players all registering a decline in current value terms. Colgate-Palmolive, Reckitt Benckiser and Unilever offer the well-known Ajax, Cillit Bang and Cif brands, respectively.

Companies focus on online marketing to drive sales

Social media is increasingly being utilised in the promotion of surface care, with the internet replacing television as the main source of information for younger consumers. More eco-friendly brands such as Tri-Bio from Sonata have taken this route, as have local brands Seal from Spodriba and Purenn.

Consumers appreciate value-for-money private label products

Private label continues to win share in surface care with retailers Rimi and Drogas proving popular with their Marine and Domol brands respectively. With consumers in Latvia being highly price conscious they are attracted to the significantly lower price of these products when compared to the leading international brands.

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