Wipes in Latvia

PROSPECTS

Baby wipes dominates with consumers switching to added-value options

Baby wipes continued to dominate value sales within wipes in 2018, with this category also seeing the largest increase in absolute value terms. Value growth has benefited from Latvia’s strong economic performance, with disposable income rising and unemployment falling.

Limited interest in impregnated wet wipes

Despite seeing strong current value growth in 2018 home care wipes and floor cleaning systems remained a niche category. Although impregnated wet wipes buy into the convenience trend they have not been widely accepted by consumers in Latvia.

Consumers show willingness to invest in cosmetic wipes

Cosmetic wipes is projected to see the most dynamic growth in current value terms within personal wipes over the forecast period, albeit from a low base. As incomes have improved consumers in Latvia have shown a greater willingness to invest in products that can help improve their appearance, with this extending to cosmetic wipes with consumers appreciating the convenience they provide.

COMPETITIVE LANDSCAPE

Global brands lead

Global giants Johnson & Johnson and Procter & Gamble continued to lead wipes in 2018 thanks to the strength of their brands which have a long-standing presence in Latvia and so have an established trust with consumers. Johnson & Johnson is the overall leader with its Johnsons Baby Wipes and Carefree brands.

Private label provides strong competition

Although consumers have shown a growing interest in the quality of the products they use, private label retailers such as Drogas and Rimi continued to provide stiff competition in 2018. Drogas, the leading health and beauty specialist retailer in Latvia, held the largest value share of the private label players in 2018 with its Domol, Kruidvat and Babydream lines of wipes.

Competition grows in intimate wipes

Away from baby wipes, Essity AB continued to record strong growth in current value terms with its Libresse Natural brand of intimate wipes. The company benefits from its strong position in sanitary protection with women already being familiar with the Libresse brand.

Files are delivered directly into your account within a few minutes of purchase.