Latvia’s economy continued to see healthy growth in 2018 with improving disposable income and falling unemployment. This helped to support ongoing growth within tissue and hygiene with consumers showing a greater willingness to invest in products with added benefits such as skin moisturisers and added natural ingredients.
With disposable income rising consumers in Latvia increasingly went in search of products that could provide comfort and convenience towards the end of the review period. For example, disposable pants saw strong growth in 2018 with these seen as a quicker and cleaner way to change a baby, while paper towels benefited from the ability to use these products to quickly clean surfaces.
International players including Essity AB and Procter & Gamble Marketing Latvia Ltd SIA continued to lead tissue and hygiene in Latvia in 2018. With well-known and well-established brands such as Zewa, Pampers and Always/Whisper, these global giants are able to benefit from strong shelf positioning, widespread marketing and the trust of consumers.
Supermarkets, hypermarkets and health and beauty specialist retailers continued to dominate sales of retail tissue and hygiene in 2018. The first two of these channels benefit from the increasing number of households that carry out their weekly shop in these stores, with particularly strong shares in categories such as toilet paper, sanitary protection and nappies/diapers/pants.
With a growing focus on premium, natural and added value products prices within tissue and hygiene are projected to rise over the forecast period which should help support solid growth in current value terms. However, retail volume growth is expected to be negatively impacted by the country’s shrinking population.
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This industry report originates from Passport, our Tissue and Hygiene market research database.