Beauty and personal care registered healthy current value growth in Latvia in 2024. However, volume growth was more muted, as continuing population decline dampened volume sales. Shoppers continued to prioritise core proudcts such as skin care, hair care and oral care, while also investing in less essential offerings such as colour cosmetics and fragrances. Price sensitivity remained a factor, but there was also a willingness to spend on trusted or benefit-led products. In particular, products t...
Euromonitor International's Beauty and Personal Care in Latvia report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. Forecasts to 2029 illustrate how the market is set to change.
Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
* Get a detailed picture of the Beauty and Personal Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.
- Beauty and Personal Care in Latvia
- Euromonitor International
- May 2025
- List Of Contents And Tables
- BEAUTY AND PERSONAL CARE IN LATVIA
- EXECUTIVE SUMMARY
- Beauty and personal care in 2024: The big picture
- 2024 key trends
- Competitive landscape
- Retail developments
- What next for beauty and personal care?
- MARKET DATA
- Table 1 Sales of Beauty and Personal Care by Category: Value 2019-2024
- Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2019-2024
- Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2020-2024
- Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2020-2024
- Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2021-2024
- Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2019-2024
- Table 7 Distribution of Beauty and Personal Care by Format: % Value 2019-2024
- Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2024
- Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2024-2029
- Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2024-2029
- DISCLAIMER
- SOURCES
- Summary 1 Research Sources
- MASS BEAUTY AND PERSONAL CARE IN LATVIA
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Lower value growth than premium
- Beiersdorf narrows gap with company leader, L’Oréal
- Value for money key driver of value sales
- PROSPECTS AND OPPORTUNITIES
- Stable growth over forecast period
- Sustainability a growing concern for consumers
- Multifunctionality, as well as clean ingredients, key drivers of sales
- CATEGORY DATA
- Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2019-2024
- Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2019-2024
- Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2020-2024
- Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2021-2024
- Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2024-2029
- Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2024-2029
- PREMIUM BEAUTY AND PERSONAL CARE IN LATVIA
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Healthy value growth in 2024
- L’Oréal holds on to strong lead, though loses some value share
- A feeling of indulgence, as well as clear benefits, drives value sales
- PROSPECTS AND OPPORTUNITIES
- Lower value growth over forecast period
- Growing competition from higher quality mass brands
- Continuing innovation and frequent product launches
- CATEGORY DATA
- Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2019-2024
- Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2019-2024
- Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2020-2024
- Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2021-2024
- Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2024-2029
- Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2024-2029
- BABY AND CHILD-SPECIFIC PRODUCTS IN LATVIA
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Modest value growth, though volume growth marginal
- Procter & Gamble continues to lead, but Unilever gains most value share
- Pharmacies continue to lead distribution, though e-commerce gains most value share
- PROSPECTS AND OPPORTUNITIES
- Marginal value growth over forecast period
- Increasing focus on natural ingredients and more sustainable offerings
- Multifunctionality and convenience drive value sales
- CATEGORY DATA
- Table 23 Sales of Baby and Child-specific Products by Category: Value 2019-2024
- Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2019-2024
- Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2019-2024
- Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2020-2024
- Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2021-2024
- Table 28 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2021-2024
- Table 29 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2021-2024
- Table 30 Forecast Sales of Baby and Child-specific Products by Category: Value 2024-2029
- Table 31 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2024-2029
- Table 32 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2024-2029
- BATH AND SHOWER IN LATVIA
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Muted performance, with volume sales falling
- Colgate-Palmolive consolidates lead
- Discounters gain most value share
- PROSPECTS AND OPPORTUNITIES
- Muted outlook over forecast period
- Sustainability, as well as kindness to skin, key priorities for consumers
- Further innovation to keep consumers engaged
- CATEGORY DATA
- Table 33 Sales of Bath and Shower by Category: Value 2019-2024
- Table 34 Sales of Bath and Shower by Category: % Value Growth 2019-2024
- Table 35 Sales of Bath and Shower by Premium vs Mass: % Value 2019-2024
- Table 36 NBO Company Shares of Bath and Shower: % Value 2020-2024
- Table 37 LBN Brand Shares of Bath and Shower: % Value 2021-2024
- Table 38 LBN Brand Shares of Premium Bath and Shower: % Value 2021-2024
- Table 39 Forecast Sales of Bath and Shower by Category: Value 2024-2029
- Table 40 Forecast Sales of Bath and Shower by Category: % Value Growth 2024-2029
- Table 41 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2024-2029
- COLOUR COSMETICS IN LATVIA
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Healthy value and volume growth in 2024
- L’Oréal holds on to commanding lead
- Interactive online tools drive growth in e-commerce
- PROSPECTS AND OPPORTUNITIES
- Volume sales unchanged
- Multifunctionality continues to gain value share
- Simplicity and user-friendliness key focus areas
- CATEGORY DATA
- Table 42 Sales of Colour Cosmetics by Category: Value 2019-2024
- Table 43 Sales of Colour Cosmetics by Category: % Value Growth 2019-2024
- Table 44 Sales of Colour Cosmetics by Premium vs Mass: % Value 2019-2024
- Table 45 NBO Company Shares of Colour Cosmetics: % Value 2020-2024
- Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2021-2024
- Table 47 LBN Brand Shares of Premium Colour Cosmetics: % Value 2021-2024
- Table 48 Forecast Sales of Colour Cosmetics by Category: Value 2024-2029
- Table 49 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2024-2029
- Table 50 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2024-2029
- DEODORANTS IN LATVIA
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Roll-ons register highest value growth
- Company leader L’Oréal loses value share, with Beiersdorf and its brand Nivea gaining
- Lidl performs strongly
- PROSPECTS AND OPPORTUNITIES
- Value and volume sales unchanged over forecast period
- More focus on natural ingredients and sustainability
- Consumers continue to be price sensitive
- CATEGORY DATA
- Table 51 Sales of Deodorants by Category: Value 2019-2024
- Table 52 Sales of Deodorants by Category: % Value Growth 2019-2024
- Table 53 Sales of Deodorants by Premium vs Mass: % Value 2019-2024
- Table 54 NBO Company Shares of Deodorants: % Value 2020-2024
- Table 55 LBN Brand Shares of Deodorants: % Value 2021-2024
- Table 56 LBN Brand Shares of Premium Deodorants: % Value 2021-2024
- Table 57 Forecast Sales of Deodorants by Category: Value 2024-2029
- Table 58 Forecast Sales of Deodorants by Category: % Value Growth 2024-2029
- Table 59 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2024-2029
- DEPILATORIES IN LATVIA
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Muted performance, with volume sales falling marginally
- Proctor & Gamble, with its brand Gillette Venus, retains commanding lead
- Supermarkets continue to lead distribution
- PROSPECTS AND OPPORTUNITIES
- Muted performance over forecast period
- Subtle change in messaging over forecast period
- Continuing innovation keeps consumers engaged
- CATEGORY DATA
- Table 60 Sales of Depilatories by Category: Value 2019-2024
- Table 61 Sales of Depilatories by Category: % Value Growth 2019-2024
- Table 62 NBO Company Shares of Depilatories: % Value 2020-2024
- Table 63 LBN Brand Shares of Depilatories: % Value 2021-2024
- Table 64 Forecast Sales of Depilatories by Category: Value 2024-2029
- Table 65 Forecast Sales of Depilatories by Category: % Value Growth 2024-2029
- FRAGRANCES IN LATVIA
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Fragrances star performer in 2024
- Coty holds on to top spot
- E-commerce gains most value share
- PROSPECTS AND OPPORTUNITIES
- Continuing stable growth
- Increasing personalisation over forecast period
- Growing focus on wellness
- CATEGORY DATA
- Table 66 Sales of Fragrances by Category: Value 2019-2024
- Table 67 Sales of Fragrances by Category: % Value Growth 2019-2024
- Table 68 NBO Company Shares of Fragrances: % Value 2020-2024
- Table 69 LBN Brand Shares of Fragrances: % Value 2021-2024
- Table 70 LBN Brand Shares of Premium Men's Fragrances: % Value 2021-2024
- Table 71 LBN Brand Shares of Premium Women's Fragrances: % Value 2021-2024
- Table 72 Forecast Sales of Fragrances by Category: Value 2024-2029
- Table 73 Forecast Sales of Fragrances by Category: % Value Growth 2024-2029
- HAIR CARE IN LATVIA
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Increasing segmentation supports value sales
- L'Oréal holds on to top spot
- Modern grocery retailers dominate distribution
- PROSPECTS AND OPPORTUNITIES
- Stable growth over forecast period
- Increasing focus on scalp health
- Continuing innovation to keep consumers engaged
- CATEGORY DATA
- Table 74 Sales of Hair Care by Category: Value 2019-2024
- Table 75 Sales of Hair Care by Category: % Value Growth 2019-2024
- Table 76 Sales of Hair Care by Premium vs Mass: % Value 2019-2024
- Table 77 NBO Company Shares of Hair Care: % Value 2020-2024
- Table 78 LBN Brand Shares of Hair Care: % Value 2021-2024
- Table 79 NBO Company Shares of Salon Professional Hair Care: % Value 2020-2024
- Table 80 LBN Brand Shares of Salon Professional Hair Care: % Value 2021-2024
- Table 81 LBN Brand Shares of Premium Hair Care: % Value 2021-2024
- Table 82 Forecast Sales of Hair Care by Category: Value 2024-2029
- Table 83 Forecast Sales of Hair Care by Category: % Value Growth 2024-2029
- Table 84 Forecast Sales of Hair Care by Premium vs Mass: % Value 2024-2029
- MEN'S GROOMING IN LATVIA
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Healthy value growth in 2024
- Proctor & Gamble expands beyond basics through clever bundling
- Online space increasingly user-friendly
- PROSPECTS AND OPPORTUNITIES
- Men’s skin care registers highest value growth over forecast period
- Demand moves beyond the basics
- Continuing innovations that provide both effectiveness and simplicity
- CATEGORY DATA
- Table 85 Sales of Men’s Grooming by Category: Value 2019-2024
- Table 86 Sales of Men’s Grooming by Category: % Value Growth 2019-2024
- Table 87 Sales of Men's Razors and Blades by Type: % Value Breakdown 2021-2024
- Table 88 Sales of Men's Skin Care by Type: % Value Breakdown 2021-2024
- Table 89 NBO Company Shares of Men’s Grooming: % Value 2020-2024
- Table 90 LBN Brand Shares of Men’s Grooming: % Value 2021-2024
- Table 91 LBN Brand Shares of Men's Razors and Blades: % Value 2021-2024
- Table 92 Forecast Sales of Men’s Grooming by Category: Value 2024-2029
- Table 93 Forecast Sales of Men’s Grooming by Category: % Value Growth 2024-2029
- ORAL CARE IN LATVIA
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Volume sales unchanged
- Colgate-Palmolive continues to lead, but Procter & Gamble gains most value share
- Grocery retailers dominate distribution
- PROSPECTS AND OPPORTUNITIES
- Premiumisation supports value sales
- Focus on natural ingredients and sustainability
- Continuing innovation and focus on multiple benefits
- CATEGORY DATA
- Table 94 Sales of Oral Care by Category: Value 2019-2024
- Table 95 Sales of Oral Care by Category: % Value Growth 2019-2024
- Table 96 Sales of Toothbrushes by Category: Value 2019-2024
- Table 97 Sales of Toothbrushes by Category: % Value Growth 2019-2024
- Table 98 Sales of Toothpaste by Type: % Value Breakdown 2020-2024
- Table 99 NBO Company Shares of Oral Care: % Value 2020-2024
- Table 100 LBN Brand Shares of Oral Care: % Value 2021-2024
- Table 101 Forecast Sales of Oral Care by Category: Value 2024-2029
- Table 102 Forecast Sales of Oral Care by Category: % Value Growth 2024-2029
- Table 103 Forecast Sales of Toothbrushes by Category: Value 2024-2029
- Table 104 Forecast Sales of Toothbrushes by Category: % Value Growth 2024-2029
- SKIN CARE IN LATVIA
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Skin care remains hugely popular in Latvia
- L'Oréal maintains strong lead
- E-commerce gains significant value share
- PROSPECTS AND OPPORTUNITIES
- Marginally lower value growth over forecast period
- Increasing scrutiny of ingredients in skin care
- Innovation boosts value sales
- CATEGORY DATA
- Table 105 Sales of Skin Care by Category: Value 2019-2024
- Table 106 Sales of Skin Care by Category: % Value Growth 2019-2024
- Table 107 NBO Company Shares of Skin Care: % Value 2020-2024
- Table 108 LBN Brand Shares of Skin Care: % Value 2021-2024
- Table 109 LBN Brand Shares of Premium Skin Care: % Value 2021-2024
- Table 110 Forecast Sales of Skin Care by Category: Value 2024-2029
- Table 111 Forecast Sales of Skin Care by Category: % Value Growth 2024-2029
- SUN CARE IN LATVIA
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Very positive performance in 2024
- Beiersdorf narrows the gap with leader L’Oréal
- Pharmacies continue to lead distribution
- PROSPECTS AND OPPORTUNITIES
- Daily use sun protection boosts value sales
- Increasing scrutiny of sun care offerings
- Continuing innovation as players look to stand out
- CATEGORY DATA
- Table 112 Sales of Sun Care by Category: Value 2019-2024
- Table 113 Sales of Sun Care by Category: % Value Growth 2019-2024
- Table 114 Sales of Sun Care by Premium vs Mass: % Value 2019-2024
- Table 115 NBO Company Shares of Sun Care: % Value 2020-2024
- Table 116 LBN Brand Shares of Sun Care: % Value 2021-2024
- Table 117 LBN Brand Shares of Premium Adult Sun Care: % Value 2021-2024
- Table 118 Forecast Sales of Sun Care by Category: Value 2024-2029
- Table 119 Forecast Sales of Sun Care by Category: % Value Growth 2024-2029
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