Lockdown and the rise in consumers working or studying at home in 2020 saw volume sales of toilet care hold steady, following consistent decline over the review period. Increased concern related to hygiene and sanitation supported this, and lingering health concerns have seen the category actually achieve positive volume growth in 2021.
Over the review period, toilet care sales have been hit by rising consumer perception that these products are aggressively toxic. This is out of step with emerging environmental trends, and many consumers have simply stopped buying these products or looked for greener alternatives.
Toilet care is still an emerging category, with products like in-cistern devices and toilet care tablets/powders generating very limited sales and household penetration. In theory, they have strong growth potential, as they offer convenient cleaning solutions.
Consumer health awareness has unsurprisingly risen in Latvia. This offers opportunity for manufacturers to build share, by marking toilet care products as useful mechanisms for virus control; that is to say, a stronger clinical position than cosmetic one.
Work in Latvia appears to have undergone a sea-change in Latvia in 2020 and 2021, and it seems inevitable that many consumers will permanently adopt a hybrid model and continue to work or study part time from home. This naturally increases toilet use, in turn lifting demand for toilet care.
German discounter Lidl entered Latvia at the end of 2021, and is likely to greatly increase price pressure in toilet care over the forecast period. Its portfolio of private label products is credible, and although there are broadly held perceptions in Latvia that private label products are poorer quality, the low prices of Lidl and its brand credibility will grow share quickly.
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Understand the latest market trends and future growth opportunities for the Toilet Care industry in Latvia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Toilet Care industry in Latvia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of in-cistern devices, ITBs and liquids/powders, mousses, tablets and toilet cleaning systems.See All of Our Definitions
This report originates from Passport, our Toilet Care research and analysis database.
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