Home Care in Latvia - Research and Markets

In 2023, home care experienced notable growth in retail value and volume terms. Rising inflation and higher price points boosted retail value, in addition to added-value properties and eco-friendly positionings. Retail volume growth benefited from an increased amount of people working from home, with remote and hybrid working leading to more use of home kitchens and bathrooms.

The 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 2028 illustrate how the market is set to change.

Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet 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 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.

HOME CARE IN LATVIA

EXECUTIVE SUMMARY

Home care in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
What next for home care?

MARKET INDICATORS

Table 1 Households 2018-2023

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2018-2023
Table 3 Sales of Home Care by Category: % Value Growth 2018-2023
Table 4 NBO Company Shares of Home Care: % Value 2019-2023
Table 5 LBN Brand Shares of Home Care: % Value 2020-2023
Table 6 Penetration of Private Label in Home Care by Category: % Value 2018-2023
Table 7 Distribution of Home Care by Format: % Value 2018-2023
Table 8 Distribution of Home Care by Format and Category: % Value 2023
Table 9 Forecast Sales of Home Care by Category: Value 2023-2028
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2023-2028

DISCLAIMER

SOURCES

Summary 1 Research Sources

LAUNDRY CARE IN LATVIAKEY DATA FINDINGS

2023 DEVELOPMENTS

Liquid tablet detergents lead growth, offering ease and convenience to consumers
Consumers seek eco-friendly options, aligning with the rising interest in sustainability
Henkel Latvia SIA leads laundry care through ongoing innovations

PROSPECTS AND OPPORTUNITIES

Liquid tablet detergents replace powders as concentrated liquid detergents rise
Health trends offer solid retail value gains over the forecast period
E-commerce sales rise as consumers appreciate ease and convenience

CATEGORY INDICATORS

Table 11 Household Possession of Washing Machines 2018-2023

CATEGORY DATA

Table 12 Sales of Laundry Care by Category: Value 2018-2023
Table 13 Sales of Laundry Care by Category: % Value Growth 2018-2023
Table 14 Sales of Laundry Aids by Category: Value 2018-2023
Table 15 Sales of Laundry Aids by Category: % Value Growth 2018-2023
Table 16 Sales of Laundry Detergents by Category: Value 2018-2023
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2018-2023
Table 18 NBO Company Shares of Laundry Care: % Value 2019-2023
Table 19 LBN Brand Shares of Laundry Care: % Value 2020-2023
Table 20 NBO Company Shares of Laundry Aids: % Value 2019-2023
Table 21 LBN Brand Shares of Laundry Aids: % Value 2020-2023
Table 22 NBO Company Shares of Laundry Detergents: % Value 2019-2023
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2020-2023
Table 24 Forecast Sales of Laundry Care by Category: Value 2023-2028
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028

DISHWASHING IN LATVIAKEY DATA FINDINGS

2023 DEVELOPMENTS

Dishwashing tablets drive growth through ease and convenience
Deteriorating water quality stimulates the demand for dishwashing additives
Procter & Gamble Co retains its lead, focusing on innovative offerings

PROSPECTS AND OPPORTUNITIES

Automatic dishwashing packaging focuses on eco-friendly positionings
Consumers look to purchase multifaceted detergents
Use of hand dishwashing declines as consumers migrate to automatic dishwashers

CATEGORY INDICATORS

Table 26 Household Possession of Dishwashers 2017-2022

CATEGORY DATA

Table 27 Sales of Dishwashing by Category: Value 2018-2023
Table 28 Sales of Dishwashing by Category: % Value Growth 2018-2023
Table 29 NBO Company Shares of Dishwashing: % Value 2019-2023
Table 30 LBN Brand Shares of Dishwashing: % Value 2020-2023
Table 31 Forecast Sales of Dishwashing by Category: Value 2023-2028
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028

SURFACE CARE IN LATVIAKEY DATA FINDINGS

2023 DEVELOPMENTS

Deteriorating water quality drives retail volume sales of descalers
Multi-purpose cleaners gain ground as cost-effective cleaning solutions
Colgate-Palmolive Co maintains its lead, offering Ajax to consumers

PROSPECTS AND OPPORTUNITIES

Descalers grow as multi-purpose cleaners benefit from being effective solutions
Working and cooking from home boosts sales of kitchen cleaners
Sustainability drives innovation and supports retail value growth

CATEGORY DATA

Table 33 Sales of Surface Care by Category: Value 2018-2023
Table 34 Sales of Surface Care by Category: % Value Growth 2018-2023
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2018-2023
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2018-2023
Table 37 NBO Company Shares of Surface Care: % Value 2019-2023
Table 38 LBN Brand Shares of Surface Care: % Value 2020-2023
Table 39 Forecast Sales of Surface Care by Category: Value 2023-2028
Table 40 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028

BLEACH IN LATVIAKEY DATA FINDINGS

2023 DEVELOPMENTS

Detergents with disinfectant properties negatively impact sales of bleach
Consumers spend less on bleach, moving towards eco-friendly alternatives
Procter & Gamble Co offers Ace, leading the bleach landscape

PROSPECTS AND OPPORTUNITIES

The unhealthy composition of bleach negatively impacts sales
The target demographic will primarily comprise of cost-conscious consumers
Supermarkets will continue to be the preferred distribution channel for bleach

CATEGORY DATA

Table 41 Sales of Bleach: Value 2018-2023
Table 42 Sales of Bleach: % Value Growth 2018-2023
Table 43 NBO Company Shares of Bleach: % Value 2019-2023
Table 44 LBN Brand Shares of Bleach: % Value 2020-2023
Table 45 Forecast Sales of Bleach: Value 2023-2028
Table 46 Forecast Sales of Bleach: % Value Growth 2023-2028

TOILET CARE IN LATVIAKEY DATA FINDINGS

2023 DEVELOPMENTS

Working from home drives ongoing sales of toilet care products in 2023
Toilet liquids and foam offer a cost-effective choice for cleaning and maintaining toilet bowls
Henkel Latvia SIA retains its lead, offering consumer favourite Bref
PROSPECTS AND OPPORTUNITIES
Toilet care tablets/powders benefit from being considered efficient
In-cistern devices will increase as the landscape has ample room for growth
Discounters will become more popular among toilet care consumers

CATEGORY DATA

Table 47 Sales of Toilet Care by Category: Value 2018-2023
Table 48 Sales of Toilet Care by Category: % Value Growth 2018-2023
Table 49 NBO Company Shares of Toilet Care: % Value 2019-2023
Table 50 LBN Brand Shares of Toilet Care: % Value 2020-2023
Table 51 Forecast Sales of Toilet Care by Category: Value 2023-2028
Table 52 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028

POLISHES IN LATVIAKEY DATA FINDINGS

2023 DEVELOPMENTS

Shoe polish consumption continues to fall as casual trends emerge
Furniture polish grows as consumers appreciate the multifunctional nature of the product
SC Johnson & Son Inc. leads polishes with its popular brand Kiwi

PROSPECTS AND OPPORTUNITIES

Pet owners drive ongoing sales of furniture polish across the forecast period
Floor and furniture polish face rising competition from detergent-based solutions
Multifunctional floor cleaners to replace traditional floor polishes

CATEGORY DATA

Table 53 Sales of Polishes by Category: Value 2018-2023
Table 54 Sales of Polishes by Category: % Value Growth 2018-2023
Table 55 NBO Company Shares of Polishes: % Value 2019-2023
Table 56 LBN Brand Shares of Polishes: % Value 2020-2023
Table 57 Forecast Sales of Polishes by Category: Value 2023-2028
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2023-2028

AIR CARE IN LATVIAKEY DATA FINDINGS

2023 DEVELOPMENTS

Gel air fresheners record strong growth, offering longer-lasting fragrances
Liquid air fresheners have a strong foothold on the landscape
Reckitt Benckiser SA retains its lead, offering Air Wick innovations

PROSPECTS AND OPPORTUNITIES

Ongoing innovations drive positive growth for liquid air fresheners
Eco-friendly innovation support retail value growth
Rising car purchases propels the demand for car air fresheners

CATEGORY DATA

Table 59 Sales of Air Care by Category: Value 2018-2023
Table 60 Sales of Air Care by Category: % Value Growth 2018-2023
Table 61 NBO Company Shares of Air Care: % Value 2019-2023
Table 62 LBN Brand Shares of Air Care: % Value 2020-2023
Table 63 Forecast Sales of Air Care by Category: Value 2023-2028
Table 64 Forecast Sales of Air Care by Category: % Value Growth 2023-2028

HOME INSECTICIDES IN LATVIAKEY DATA FINDINGS

2023 DEVELOPMENTS

Growth for electric insecticides as consumers preference convenience and safety
Natural and traditional solutions challenge growth for home insecticides
Kvadro SIA leads the landscape with a wide range of affordable options

PROSPECTS AND OPPORTUNITIES

Electric insecticides post the strongest growth, ensuring a pest-free environment
Sustainability offers scope for product innovation in home insecticides
E-commerce offers an extensive selection of home insecticides

CATEGORY DATA

Table 65 Sales of Home Insecticides by Category: Value 2018-2023
Table 66 Sales of Home Insecticides by Category: % Value Growth 2018-2023
Table 67 NBO Company Shares of Home Insecticides: % Value 2019-2023
Table 68 LBN Brand Shares of Home Insecticides: % Value 2020-2023
Table 69 Forecast Sales of Home Insecticides by Category: Value 2023-2028
Table 70 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028

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