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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Latvia

Mar 2021

US$2,650

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Executive Summary

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COVID-19 impact on tissue and hygiene

Retail tissue and hygiene will experience an overall positive effect from the COVID-19 pandemic in 2020, although some categories will record growth and others will record a decline. The state of emergency declared by the government positively affected household consumption of tissue products, with some stockpiling taking place at the start of the lockdown when consumers were panicking about supply.

COVID-19 country impact

The Latvian government declared a state of emergency from 13 March to 14 April: a period which saw the introduction of several restrictions and prohibitions. From 17 March, the government prohibited cross-border movement of persons and vehicles with the EU via air, sea, rail, and road as well as local border traffic.

Company response

Leading well-established brands will perform better in 2020 than the ones who only recently entered the category as brand recognition became a strong factor for consumers. With consumers wanting to reduce their exposure to COVID-19, they spent less time shopping and increasingly opted for well-known brands with high visibility in stores.

Retailing shift

In 2020, there was a shift in consumer preferences towards shopping at supermarkets and hypermarkets over smaller, more specialised stores. They were attractive to consumers as they could provide customers larger spaces to navigate and offered consumers a one-stop shopping experience.

What next for tissue and hygiene?

By mid-2020, the panic buying and stockpiling that took place early in the pandemic had significantly decreased. As the COVID-19 situation improves, it is expected that these purchasing behaviours will continue to dwindle and buying patterns will somewhat normalise.

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Tissue and Hygiene Sample Report Tissue and Hygiene Sample Data

Overview

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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.

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Tissue and Hygiene in Latvia

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Company response

Retailing shift

What next for tissue and hygiene?

MARKET INDICATORS

Table 1 Birth Rates 2015-2020
Table 2 Infant Population 2015-2020
Table 3 Female Population by Age 2015-2020
Table 4 Total Population by Age 2015-2020
Table 5 Households 2015-2020
Table 6 Forecast Infant Population 2020-2025
Table 7 Forecast Female Population by Age 2020-2025
Table 8 Forecast Total Population by Age 2020-2025
Table 9 Forecast Households 2020-2025

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2015-2020
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2016-2020
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2017-2020
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2015-2020
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2015-2020
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2020
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2020-2025
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Sanitary Protection in Latvia

KEY DATA FINDINGS

2020 IMPACT

Bulk purchases with special promotions keep current value sales flat in 2020

Restrictions to sports and social activities reduce demand for tampons

Stay-at-home trend leads to a shift towards traditional products

RECOVERY AND OPPORTUNITIES

Pre-COVID-19 trends expected to resume as restrictions are relaxed

Sales of tampons set for revival as restrictions are relaxed

New product development expected to focus on eco-friendliness and natural materials

CATEGORY DATA

Table 19 Retail Sales of Sanitary Protection by Category: Value 2015-2020
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2015-2020
Table 21 NBO Company Shares of Retail Sanitary Protection: % Value 2016-2020
Table 22 LBN Brand Shares of Retail Sanitary Protection: % Value 2017-2020
Table 23 Forecast Retail Sales of Sanitary Protection by Category: Value 2020-2025
Table 24 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2020-2025

Nappies/Diapers/Pants in Latvia

KEY DATA FINDINGS

2020 IMPACT

Declining birth rate remains key factor in shrinking sales

Shift from diapers to disposable pants continues

Procter & Gamble Marketing Latvia continues to lead, despite losing value shares to Kimberly-Clark Corp

RECOVERY AND OPPORTUNITIES

Declining birth rate set to encourage price wars amongst largest companies

Sustainability trend expected to have greater category influence

Convenience expected to boost growth for disposable pants and category sales via e-commerce

CATEGORY DATA

Table 25 Retail Sales of Nappies/Diapers/Pants by Category: Value 2015-2020
Table 26 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2015-2020
Table 27 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2016-2020
Table 28 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2017-2020
Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2020-2025
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2020-2025

Retail Adult Incontinence in Latvia

KEY DATA FINDINGS

2020 IMPACT

Category continues to record strong sales through chemists/pharmacies although taboo around use remains a limiting factor

Increased home care for elderly patients boosts category sales

Tena and Seni brands continue to dominate category, but some new competition is expected from crossover sanitary products

RECOVERY AND OPPORTUNITIES

Economic problems could lead to mixed impact on category sales

Expected growth of e-commerce to pave the way for a wider range of products

Sales to grow as taboo around adult incontinence continues to fade

CATEGORY DATA

Table 31 Sales of Retail Adult Incontinence by Category: Value 2015-2020
Table 32 Sales of Retail Adult Incontinence by Category: % Value Growth 2015-2020
Table 33 NBO Company Shares of Retail Adult Incontinence: % Value 2016-2020
Table 34 LBN Brand Shares of Retail Adult Incontinence: % Value 2017-2020
Table 35 Forecast Sales of Retail Adult Incontinence by Category: Value 2020-2025
Table 36 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2020-2025

Rx/Reimbursement Adult Incontinence in Latvia

KEY DATA FINDINGS

2020 IMPACT

COVID-19 has limited impact on category as legal framework remains the same

Small volume boost as consumers hit economically by the pandemic try to switch to Rx/reimbursed options

RECOVERY AND OPPORTUNITIES

More consumers to apply for Rx/reimbursement despite off-putting difficulties in the application process

Stigma and lack of awareness to continue limiting Rx/reimbursement sales

CATEGORY DATA

Table 37 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2015-2020
Table 38 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2015-2020
Table 39 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2020-2025
Table 40 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2020-2025

Wipes in Latvia

KEY DATA FINDINGS

2020 IMPACT

Personal wipes driven by convenience see decreased interest as consumers spend more time at home

Baby wipes hold highest category shares while moist toilet wipes demonstrate the most dynamic performance in 2020

Johnson & Johnson remains top player due to limited competition for its Carefree brand

RECOVERY AND OPPORTUNITIES

Wipes set for strong recovery as consumers return to active lifestyles

Everyday wipes to resume popularity as travel restrictions are relaxed

No significant entries expected, although growing awareness of environment could offer opportunities

CATEGORY DATA

Table 41 Retail Sales of Wipes by Category: Value 2015-2020
Table 42 Retail Sales of Wipes by Category: % Value Growth 2015-2020
Table 43 NBO Company Shares of Retail Wipes: % Value 2016-2020
Table 44 LBN Brand Shares of Retail Wipes: % Value 2017-2020
Table 45 Forecast Retail Sales of Wipes by Category: Value 2020-2025
Table 46 Forecast Retail Sales of Wipes by Category: % Value Growth 2020-2025

Retail Tissue in Latvia

KEY DATA FINDINGS

2020 IMPACT

Increased sales for retail tissue as consumers spend extended time at home

Toilet paper becomes fastest growing category benefitted by stockpiling, bulk buying, and e-commerce

Essity continues to lead thanks to Zewa brand, as other players benefit from premiumisation trends

RECOVERY AND OPPORTUNITIES

Slowing growth for retail tissue expected as life normalises

Stronger performance expected from private label as economic forecast remains bleak

Global eco-friendly trends open possibility to change Latvian purchasing patterns

CATEGORY DATA

Table 47 Retail Sales of Tissue by Category: Value 2015-2020
Table 48 Retail Sales of Tissue by Category: % Value Growth 2015-2020
Table 49 NBO Company Shares of Retail Tissue: % Value 2016-2020
Table 50 LBN Brand Shares of Retail Tissue: % Value 2017-2020
Table 51 Forecast Retail Sales of Tissue by Category: Value 2020-2025
Table 52 Forecast Retail Sales of Tissue by Category: % Value Growth 2020-2025

Away-From-Home Tissue and Hygiene in Latvia

KEY DATA FINDINGS

2020 IMPACT

Away-from-home tissue suffers as consumers largely remain at home

Closures of hotels and restaurants strongly reduces demand for AFH paper towels

Essity leads, thanks to strong reputation of Tork and Tena brands

RECOVERY AND OPPORTUNITIES

Slow recovery expected for away-from-home tissue as tourism industry will remain hard hit

AFH toilet paper set for decent recovery due to its essential status

Budget-brands expected to be pushed as foodservice and hospitality industries continue to struggle

CATEGORY DATA

Table 53 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2015-2020
Table 54 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 55 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2015-2020
Table 56 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2020
Table 57 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: Value 2020-2025
Table 58 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: % Value Growth 2020-2025

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Megatrends

Country Report

Tissue and Hygiene in Latvia

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Company response

Retailing shift

What next for tissue and hygiene?

Samples

Overview

Why buy this report?

Samples: FAQs about samples

Want to find out more about this report?

Table of Contents

Tissue and Hygiene in Latvia

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Company response

Retailing shift

What next for tissue and hygiene?

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Sanitary Protection in Latvia

KEY DATA FINDINGS

2020 IMPACT

Bulk purchases with special promotions keep current value sales flat in 2020

Restrictions to sports and social activities reduce demand for tampons

Stay-at-home trend leads to a shift towards traditional products

RECOVERY AND OPPORTUNITIES

Pre-COVID-19 trends expected to resume as restrictions are relaxed

Sales of tampons set for revival as restrictions are relaxed

New product development expected to focus on eco-friendliness and natural materials

CATEGORY DATA

Nappies/Diapers/Pants in Latvia

KEY DATA FINDINGS

2020 IMPACT

Declining birth rate remains key factor in shrinking sales

Shift from diapers to disposable pants continues

Procter & Gamble Marketing Latvia continues to lead, despite losing value shares to Kimberly-Clark Corp

RECOVERY AND OPPORTUNITIES

Declining birth rate set to encourage price wars amongst largest companies

Sustainability trend expected to have greater category influence

Convenience expected to boost growth for disposable pants and category sales via e-commerce

CATEGORY DATA

Retail Adult Incontinence in Latvia

KEY DATA FINDINGS

2020 IMPACT

Category continues to record strong sales through chemists/pharmacies although taboo around use remains a limiting factor

Increased home care for elderly patients boosts category sales

Tena and Seni brands continue to dominate category, but some new competition is expected from crossover sanitary products

RECOVERY AND OPPORTUNITIES

Economic problems could lead to mixed impact on category sales

Expected growth of e-commerce to pave the way for a wider range of products

Sales to grow as taboo around adult incontinence continues to fade

CATEGORY DATA

Rx/Reimbursement Adult Incontinence in Latvia

KEY DATA FINDINGS

2020 IMPACT

COVID-19 has limited impact on category as legal framework remains the same

Small volume boost as consumers hit economically by the pandemic try to switch to Rx/reimbursed options

RECOVERY AND OPPORTUNITIES

More consumers to apply for Rx/reimbursement despite off-putting difficulties in the application process

Stigma and lack of awareness to continue limiting Rx/reimbursement sales

CATEGORY DATA

Wipes in Latvia

KEY DATA FINDINGS

2020 IMPACT

Personal wipes driven by convenience see decreased interest as consumers spend more time at home

Baby wipes hold highest category shares while moist toilet wipes demonstrate the most dynamic performance in 2020

Johnson & Johnson remains top player due to limited competition for its Carefree brand

RECOVERY AND OPPORTUNITIES

Wipes set for strong recovery as consumers return to active lifestyles