Toilet Care in Latvia

PROSPECTS

Stable economy boosts demand for toilet care

With Latvia’s economy showing stable growth towards the end of the review period disposable income has risen while unemployment has fallen. This has allowed consumers to trade up to more convenient products such as toilet care tablets/powders, which was the most dynamic category in 2018.

Toilet care offers room for development

Toilet care is seen as offering room for development with consumers becoming increasingly concerned about maintaining a clean and fresh bathroom. Products which can provide convenient cleaning solutions, such as disposable toilet brushes, attractive scents or which are eco-friendly are likely to attract consumers.

Ongoing investment in product ranges necessary due to tough competition

It is anticipated that due to strong competition, especially from private label and local manufacturers, the leading players will look to continue updating their product ranges or rebranding and changing the packaging of existing products in order to retain consumer interest. For example, toilet care liquid Bref Tornado by Henkel Latvia was rebranded as Bref 6x effect, although the formulation remained the same.

COMPETITIVE LANDSCAPE

Henkel Latvia leads with international players remaining dominant

International players Henkel Latvia, Reckitt Benckiser and Unilever dominate toilet care with popular brands including Bref, Harpic and Domestos respectively. These companies have a long-standing presence in Latvia with their brands covering the full spectrum of toilet care, including areas such as in-cistern devices and ITBs which are only represented by international brands.

Spodriba on the rise

As in many areas of home care in Latvia, local player Spodriba saw the most dynamic growth in 2018 with its Eco Seal and Aina WC brands of toilet liquids/foam both seeing double-digit current value growth. The company has risen to prominence with its offer of eco-friendly and sustainable products which are available at affordable prices.

Affordable and eco-friendly products attract attention

Sonata Enterprise Inc with its brand Tri-Bio also saw strong growth in 2018 with it benefiting from growing consumer interest in eco-friendly home care products. Consumers are paying more attention not only to the product ingredients, but also to its packaging.

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