Toilet Care in Latvia

PROSPECTS

Quality and convenience spur strong value growth in toilet care tablets/powders

In Latvia, toilet care is still developing as a category. Retail volume sales stagnation is largely due to a shift towards better quality products, which provide better results with less product used.

Improving economic conditions accelerate premiumisation trend

The premiumisation trend in toilet care is underpinned by improving consumer purchasing power and confidence. While lower prices remained the key factor in determining a product’s success in the review period, premiumisation is increasingly visible and influential in the form of higher-quality and convenient products.

Eco-friendly trend intensifies competition and influences brand strategies

Toilet care is also strongly impacted by the developing trend for eco-friendly products. The awareness of and demand for such products is growing, supported by the widening assortment on offer.

COMPETITIVE LANDSCAPE

Wide distribution and marketing keep Bref WC top-of-mind and the rankings

Major multinationals Henkel (Bref WC), Reckitt Benckiser (Harpic) and Unilever (Domestos) continued to occupy the top three positions in 2019, although their retail value shares dropped marginally or stagnated as smaller players grouped under “others” made gains. These companies have a long-standing presence in Latvia, with their brands covering the full spectrum of toilet care, including in-cistern devices and ITBs, which are only populated by international brands.

Tri-Bio rides ecological wave to post fastest value sales growth

Sonata Enterprise’s Tri-Bio brand continued to see the fastest retail value sales increase in 2019, to gradually increase its overall share. The company not only offers eco-friendly and natural products, it also builds the brand with a focus on healthy living positioning.

Strong eco-friendly positioning leaves local players well placed to make share gains

The developing ecological trend in toilet care is expected to benefit local producers, as almost all of them offer eco-friendly products or completely build their brands around this concept. As a result, stronger marketing and promotional support for such products is anticipated, including price-based promotions, advertising and rebranding.

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