Home Care in Latvia

Home Care in Latvia

Home care registered its highest retail current value sales increase of the review period in 2019, with all categories except bleach seeing faster growth compared with 2018. This performance was underpinned by economic growth, leading to higher disposable incomes and purchasing power, falling unemployment and the ongoing shift to higher-quality and task-specific products. In line with the improving economic situation, household possession rates of dishwashers and washing machines continued to ri...

Euromonitor International's Home Care in Latvia market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2024 illustrate how the market is set to change.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Home 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.

Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.


Home Care in Latvia
Euromonitor International
February 2020
List OF CONTENTS AND TABLES
EXECUTIVE SUMMARY
Higher disposable incomes support premiumisation and higher retail value growth
Environmental and convenience trends shape demand among modern consumers
Multinationals lead but the eco-friendly trend favours local players
Consolidation of retailing and wider home care offer favour large modern retailers
Maturity and socioeconomic trends threaten volume, but premiumisation offers value potential
MARKET INDICATORS
Table 1 Households 2014-2019
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2014-2019
Table 3 Sales of Home Care by Category: % Value Growth 2014-2019
Table 4 NBO Company Shares of Home Care: % Value 2015-2019
Table 5 LBN Brand Shares of Home Care: % Value 2016-2019
Table 6 Penetration of Private Label in Home Care by Category: % Value 2014-2019
Table 7 Distribution of Home Care by Format: % Value 2014-2019
Table 8 Distribution of Home Care by Format and Category: % Value 2019
Table 9 Forecast Sales of Home Care by Category: Value 2019-2024
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2019-2024
SOURCES
Summary 1 Research Sources
HEADLINES
PROSPECTS
Improving purchasing power supports call for sophisticated and convenient products
Wider appreciation of use and accomplishments of air fresheners broadens variety
Health concerns over chemical use pushes demand towards fresh and clean scents
COMPETITIVE LANDSCAPE
New lines add dynamism to Air Wick offer
Natural alternatives like essential oils slow development of eco-friendly products
Drogas and modern grocery retailers appeal to consumers with affordable prices
CATEGORY DATA
Table 11 Sales of Air Care by Category: Value 2014-2019
Table 12 Sales of Air Care by Category: % Value Growth 2014-2019
Table 13 NBO Company Shares of Air Care: % Value 2015-2019
Table 14 LBN Brand Shares of Air Care: % Value 2016-2019
Table 15 Forecast Sales of Air Care by Category: Value 2019-2024
Table 16 Forecast Sales of Air Care by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Bleach sales suffer from association with health and environmental concerns
Weak assortment and substitutes limit demand for bleach
Low innovation encourages stable unit price movement to remain competitive
COMPETITIVE LANDSCAPE
Ace leverages strong recognition to remain the leading brand
Category decline discourages potential new entrants
Maxima Latvija rebrands private label offer in bleach to stimulate interest
CATEGORY DATA
Table 17 Sales of Bleach: Value 2014-2019
Table 18 Sales of Bleach: % Value Growth 2014-2019
Table 19 NBO Company Shares of Bleach: % Value 2015-2019
Table 20 LBN Brand Shares of Bleach: % Value 2016-2019
Table 21 Forecast Sales of Bleach: Value 2019-2024
Table 22 Forecast Sales of Bleach: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Higher purchasing power and convenience drive development in dishwashing
Eco-friendly focus offers value sales opportunities as demand falls in hand dishwashing
Price, efficiency and convenience trump sustainability in automatic dishwashing
COMPETITIVE LANDSCAPE
Consumer shift towards automatic dishwashing sees Reckitt Benckiser gain ground on leader
Spodriba leverages low prices and ecological focus to win retail value shares
More companies set to look to sustainability to add value and grow shares
CATEGORY INDICATORS
Table 23 Household Possession of Dishwashers 2014-2019
CATEGORY DATA
Table 24 Sales of Dishwashing by Category: Value 2014-2019
Table 25 Sales of Dishwashing by Category: % Value Growth 2014-2019
Table 26 NBO Company Shares of Dishwashing: % Value 2015-2019
Table 27 LBN Brand Shares of Dishwashing: % Value 2016-2019
Table 28 Forecast Sales of Dishwashing by Category: Value 2019-2024
Table 29 Forecast Sales of Dishwashing by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
High seasonality of demand dictates category performance
Higher disposable incomes increase demand for advanced electric insecticides
Growing health and environmental concerns create more space for “green” options
COMPETITIVE LANDSCAPE
Stable competitive landscape due to significant entry barriers
Wide product ranges and distribution keep Kvadro and Bros ahead of the field
Consumers show loyalty to brands offering good price/quality ratios
CATEGORY DATA
Table 30 Sales of Home Insecticides by Category: Value 2014-2019
Table 31 Sales of Home Insecticides by Category: % Value Growth 2014-2019
Table 32 NBO Company Shares of Home Insecticides: % Value 2015-2019
Table 33 LBN Brand Shares of Home Insecticides: % Value 2016-2019
Table 34 Forecast Sales of Home Insecticides by Category: Value 2019-2024
Table 35 Forecast Sales of Home Insecticides by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Premiumisation drives value growth through eco-friendly and concentrated products
Search for safe, sustainable products pushes eco-friendly options to the fore
Promotions aim to absorb effect on prices of rising production costs and premiumisation
COMPETITIVE LANDSCAPE
Henkel embraces sustainability to remain competitive in an increasingly eco-facing category
Local players emphasise eco-friendly and affordability credentials to gain ground
Private label presence curtailed by strength of branded international and local rivals
CATEGORY INDICATORS
Table 36 Household Possession of Washing Machines 2014-2019
CATEGORY DATA
Table 37 Sales of Laundry Care by Category: Value 2014-2019
Table 38 Sales of Laundry Care by Category: % Value Growth 2014-2019
Table 39 Sales of Laundry Aids by Category: Value 2014-2019
Table 40 Sales of Laundry Aids by Category: % Value Growth 2014-2019
Table 41 Sales of Laundry Detergents by Category: Value 2014-2019
Table 42 Sales of Laundry Detergents by Category: % Value Growth 2014-2019
Table 43 NBO Company Shares of Laundry Care: % Value 2015-2019
Table 44 LBN Brand Shares of Laundry Care: % Value 2016-2019
Table 45 NBO Company Shares of Laundry Aids: % Value 2015-2019
Table 46 LBN Brand Shares of Laundry Aids: % Value 2016-2019
Table 47 NBO Company Shares of Laundry Detergents: % Value 2015-2019
Table 48 LBN Brand Shares of Laundry Detergents: % Value 2016-2019
Table 49 Forecast Sales of Laundry Care by Category: Value 2019-2024
Table 50 Forecast Sales of Laundry Care by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Waning demand as modern lifestyles and preferences lower consumption opportunities
Higher disposable incomes spur demand for better quality, easy-to-use shoe polish
Low incentive for innovation hampers potential for eco brands and products
COMPETITIVE LANDSCAPE
SC Johnson & Son benefits from premiumisation trend to retain clear lead
Kvadro posts strong value growth through brand building and higher prices
Low innovation and stagnant demand present obstacles to potential new brands
CATEGORY DATA
Table 51 Sales of Polishes by Category: Value 2014-2019
Table 52 Sales of Polishes by Category: % Value Growth 2014-2019
Table 53 NBO Company Shares of Polishes: % Value 2015-2019
Table 54 LBN Brand Shares of Polishes: % Value 2016-2019
Table 55 Forecast Sales of Polishes by Category: Value 2019-2024
Table 56 Forecast Sales of Polishes by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
“Green” cleaning trend affords strong growth opportunities in a developing category
Improving purchasing power supports demand for higher-quality products
Pricing remains a key factor among a price-sensitive population
COMPETITIVE LANDSCAPE
Wide distribution, marketing and price promotions underpin leadership of multinationals
Local players lock into eco-friendly trend for domestic and export growth opportunities
The online channel exerts growing influence on marketing and sales of surface care
CATEGORY DATA
Table 57 Sales of Surface Care by Category: Value 2014-2019
Table 58 Sales of Surface Care by Category: % Value Growth 2014-2019
Table 59 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2014-2019
Table 60 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2014-2019
Table 61 NBO Company Shares of Surface Care: % Value 2015-2019
Table 62 LBN Brand Shares of Surface Care: % Value 2016-2019
Table 63 Forecast Sales of Surface Care by Category: Value 2019-2024
Table 64 Forecast Sales of Surface Care by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Quality and convenience spur strong value growth in toilet care tablets/powders
Improving economic conditions accelerate premiumisation trend
Eco-friendly trend intensifies competition and influences brand strategies
COMPETITIVE LANDSCAPE
Wide distribution and marketing keep Bref WC top-of-mind and the rankings
Tri-Bio rides ecological wave to post fastest value sales growth
Strong eco-friendly positioning leaves local players well placed to make share gains
CATEGORY DATA
Table 65 Sales of Toilet Care by Category: Value 2014-2019
Table 66 Sales of Toilet Care by Category: % Value Growth 2014-2019
Table 67 NBO Company Shares of Toilet Care: % Value 2015-2019
Table 68 LBN Brand Shares of Toilet Care: % Value 2016-2019
Table 69 Forecast Sales of Toilet Care by Category: Value 2019-2024
Table 70 Forecast Sales of Toilet Care by Category: % Value Growth 2019-2024

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