Executive Summary

Mar 2019
Strong economic performance fuels growth

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.

Comfort and convenience key to new product development

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 brands lead but private label provides stiff competition

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.

Distribution continues to be dominated by three channels

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.

Cautious optimism regarding the future of tissue and hygiene in Latvia

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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Tissue and Hygiene in Latvia

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Overview

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

When you purchase this report, you also get the data and the content from these category reports in Latvia for free:

The Tissue and Hygiene 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 Tissue and Hygiene in Latvia?
  • What are the major brands in Latvia?
  • What are the most dynamic tissue and hygiene categories?
  • What are the major markets for tissue products sales?
  • What are the major markets for hygiene products sales?

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.

Tissue and Hygiene in Latvia

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 1 Birth Rates 2013-2018
Table 2 Infant Population 2013-2018
Table 3 Female Population by Age 2013-2018
Table 4 Total Population by Age 2013-2018
Table 5 Households 2013-2018
Table 6 Forecast Infant Population 2018-2023
Table 7 Forecast Female Population by Age 2018-2023
Table 8 Forecast Total Population by Age 2018-2023
Table 9 Forecast Households 2018-2023

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Away-From-Home Tissue and Hygiene in Latvia

HEADLINES

PROSPECTS

Category sales benefit from strong economy
Ageing population creates additional demand for AFH adult incontinence
Higher quality AFH tissue products have potential for growth

COMPETITIVE LANDSCAPE

Essity maintains leading position
Local players compete through low prices
Sustainable products have advantage through hospitals/healthcare

CATEGORY DATA

Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2013-2018
Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 21 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2013-2018
Table 22 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2018
Table 23 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 24 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023

Nappies/Diapers/Pants in Latvia

HEADLINES

PROSPECTS

Projected decline in baby population provides bleak outlook
Disposable pants on the rise
Consumers turning attention to eco-friendly products

COMPETITIVE LANDSCAPE

Top three players dominate
Bella Baby Happy sees strong growth
Rimi sees strong performance with increasingly popular range

CATEGORY DATA

Table 25 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 26 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 27 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 28 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

Retail Adult Incontinence in Latvia

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 31 Sales of Retail Adult Incontinence by Category: Value 2013-2018
Table 32 Sales of Retail Adult Incontinence by Category: % Value Growth 2013-2018
Table 33 NBO Company Shares of Retail Adult Incontinence: % Value 2014-2018
Table 34 LBN Brand Shares of Retail Adult Incontinence: % Value 2015-2018
Table 35 Forecast Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 36 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023

Retail Tissue in Latvia

HEADLINES

PROSPECTS

Consumers look for added value as incomes rise
Paper towels benefits from offer of convenience
Tough competition within toilet paper

COMPETITIVE LANDSCAPE

Essity leads with high quality range of products
Grigeo benefits from investment in premium products
Private label retains strong position

CATEGORY DATA

Table 37 Retail Sales of Tissue by Category: Value 2013-2018
Table 38 Retail Sales of Tissue by Category: % Value Growth 2013-2018
Table 39 NBO Company Shares of Retail Tissue: % Value 2014-2018
Table 40 LBN Brand Shares of Retail Tissue: % Value 2015-2018
Table 41 Forecast Retail Sales of Tissue by Category: Value 2018-2023
Table 42 Forecast Retail Sales of Tissue by Category: % Value Growth 2018-2023

Rx/Reimbursement Adult Incontinence in Latvia

HEADLINES

PROSPECTS

Untapped market potential
Reimbursement system seen to be insufficient
High barriers and low competition

CATEGORY DATA

Table 43 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2013-2018
Table 44 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2013-2018
Table 45 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2018-2023
Table 46 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2018-2023

Sanitary Protection in Latvia

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 47 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 48 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 49 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 50 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 51 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 52 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Wipes in Latvia

HEADLINES

PROSPECTS

Baby wipes dominates with consumers switching to added-value options
Limited interest in impregnated wet wipes
Consumers show willingness to invest in cosmetic wipes

COMPETITIVE LANDSCAPE

Global brands lead
Private label provides strong competition
Competition grows in intimate wipes

CATEGORY DATA

Table 53 Retail Sales of Wipes by Category: Value 2013-2018
Table 54 Retail Sales of Wipes by Category: % Value Growth 2013-2018
Table 55 NBO Company Shares of Retail Wipes: % Value 2014-2018
Table 56 LBN Brand Shares of Retail Wipes: % Value 2015-2018
Table 57 Forecast Retail Sales of Wipes by Category: Value 2018-2023
Table 58 Forecast Retail Sales of Wipes by Category: % Value Growth 2018-2023