Beauty and personal care in 2024: The big picture
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 that were promoted as wellness-enhancing and multifunctional performed well. Retailers leaned into this trend by launching campaigns such as from drugstore Drogas, which ran a “Self-Care Starts Here,” campaign, that highlighted affordable indulgences across bath, skin care and fragrances. Increased offerings of multipacks, larger sizes, as well as value-brand switching, helped consumers stretch budgets without compromising. Localised marketing campaigns and flexible promotional strategies also helped maintain volume sales and encourage small-value trade-ups.
2024 key trends
One of the most significant trends in 2024 was the focus on specific ingredients. Consumers increasingly made purchase decisions based on specific active ingredients, such as hyaluronic acid, niacinamide, retinol, or charcoal. The practice of highlighting key ingredients spread beyond the more traditional products such as skin care into deodorants, oral care, and body wash. Highlighting key ingredients was common on packaging, shelf tags and online listings. It was especially visible on online platforms like Azeta.lv and drogaspasaule.lv, where filtering by ingredient type saw increased usage. Content from influencers and pharmacy professionals helped demystify terms and support uptake. The shift indicates a growing demand for transparency and functionality.
Competitive landscape
L’Oréal Baltic SIA continued to have a strong lead in beauty and personal care. The company offers a wide range of brands, across both premium and mass, and this strategy allows for diversification of revenue streams and risk management. Its leading mass brands are L'Oréal Paris and Garnier Fructus. Its popular premium brands include Vichy, La Roche-Posay, Lancôme and Giorgio Armani. L’Oréal also invests heavily in research and development and regularly launches cutting-edge products that set industry trends and this supports its success. In addition, L'Oréal's collaborations with celebrities and influencers amplify its brand appeal and visibility. In 2024, the company showed agility in marketing - pushing eco-innovation in Garnier, scientific positioning in L’Oréal Paris and premium branding in Lancôme. Its campaigns were lso omnichannel, with content flowing across Instagram, retailer websites, and physical shelf displays. In-store testers, travel sizes, and gifting formats helped also supported value sales.
Retail developments
Modern grocery retailers and in particular supermarkets remained the leading distribution channel for beauty and personal care in 2024. Rimi, Maxima, and Lidl played a key role in making beauty part of the routine shop, through well-positioned hygiene sections, seasonal bundles and affordable entry-level pricing. Shelf space remained focused on core products such as deodorants, hair care, oral care and bar soaps, with impulse displays near checkouts also supporting sales.
What next for beauty and personal care?
Beauty and personal care will register stable constant value growth over the forecast period. However, growth will be lower than over the review period, as the sector is highly mature. Continuing segmentation, ingredient-led offerings and format innovation will support value generation. A rising interest in dermatological and hybrid formats, as well as anti-aging, will also help drive value growth.
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Overview:
Understand the latest market trends and future growth opportunities for the Beauty and Personal Care industry in Latvia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Baby and Child-Specific Products
- Bath and Shower
- Colour Cosmetics
- Deodorants
- Depilatories
- Fragrances
- Hair Care
- Men's Grooming
- Oral Care
- Skin Care
- Sun Care
- Premium Beauty and Personal Care
- Mass Beauty and Personal Care
If you're in the Beauty and Personal Care industry in Latvia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Beauty and Personal Care in Latvia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Beauty and Personal Care in Latvia?
- Which are the leading brands in Latvia?
- How are products distributed in Latvia?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Beauty and Personal Care in Latvia
Beauty and personal care in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for beauty and personal care?
DISCLAIMER
Baby and Child-Specific Products in Latvia
KEY DATA FINDINGS
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
Marginal value growth over forecast period
Increasing focus on natural ingredients and more sustainable offerings
Multifunctionality and convenience drive value sales
Bath and Shower in Latvia
KEY DATA FINDINGS
Muted performance, with volume sales falling
Colgate-Palmolive consolidates lead
Discounters gain most value share
Muted outlook over forecast period
Sustainability, as well as kindness to skin, key priorities for consumers
Further innovation to keep consumers engaged
Colour Cosmetics in Latvia
KEY DATA FINDINGS
Healthy value and volume growth in 2024
L’Oréal holds on to commanding lead
Interactive online tools drive growth in e-commerce
Volume sales unchanged
Multifunctionality continues to gain value share
Simplicity and user-friendliness key focus areas
Deodorants in Latvia
KEY DATA FINDINGS
Roll-ons register highest value growth
Company leader L’Oréal loses value share, with Beiersdorf and its brand Nivea gaining
Lidl performs strongly
Value and volume sales unchanged over forecast period
More focus on natural ingredients and sustainability
Consumers continue to be price sensitive
Depilatories in Latvia
KEY DATA FINDINGS
Muted performance, with volume sales falling marginally
Proctor & Gamble, with its brand Gillette Venus, retains commanding lead
Supermarkets continue to lead distribution
Muted performance over forecast period
Subtle change in messaging over forecast period
Continuing innovation keeps consumers engaged
Fragrances in Latvia
KEY DATA FINDINGS
Fragrances star performer in 2024
Coty holds on to top spot
E-commerce gains most value share
Continuing stable growth
Increasing personalisation over forecast period
Growing focus on wellness
Hair Care in Latvia
KEY DATA FINDINGS
Increasing segmentation supports value sales
L'Oréal holds on to top spot
Modern grocery retailers dominate distribution
Stable growth over forecast period
Increasing focus on scalp health
Continuing innovation to keep consumers engaged
Men's Grooming in Latvia
KEY DATA FINDINGS
Healthy value growth in 2024
Proctor & Gamble expands beyond basics through clever bundling
Online space increasingly user-friendly
Men’s skin care registers highest value growth over forecast period
Demand moves beyond the basics
Continuing innovations that provide both effectiveness and simplicity
Oral Care in Latvia
KEY DATA FINDINGS
Volume sales unchanged
Colgate-Palmolive continues to lead, but Procter & Gamble gains most value share
Grocery retailers dominate distribution
Premiumisation supports value sales
Focus on natural ingredients and sustainability
Continuing innovation and focus on multiple benefits
Skin Care in Latvia
KEY DATA FINDINGS
Skin care remains hugely popular in Latvia
L'Oréal maintains strong lead
E-commerce gains significant value share
Marginally lower value growth over forecast period
Increasing scrutiny of ingredients in skin care
Innovation boosts value sales
Sun Care in Latvia
KEY DATA FINDINGS
Very positive performance in 2024
Beiersdorf narrows the gap with leader L’Oréal
Pharmacies continue to lead distribution
Daily use sun protection boosts value sales
Increasing scrutiny of sun care offerings
Continuing innovation as players look to stand out
Premium Beauty and Personal Care in Latvia
KEY DATA FINDINGS
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
Lower value growth over forecast period
Growing competition from higher quality mass brands
Continuing innovation and frequent product launches
Mass Beauty and Personal Care in Latvia
KEY DATA FINDINGS
Lower value growth than premium
Beiersdorf narrows gap with company leader, L’Oréal
Value for money key driver of value sales
Stable growth over forecast period
Sustainability a growing concern for consumers
Multifunctionality, as well as clean ingredients, key drivers of sales
The following categories and subcategories are included:
Beauty and Personal Care
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- Baby and Child-specific Hair Care
- Baby and Child-specific Skin Care
- Baby and Child-specific Sun Care
- Baby and Child-specific Toiletries
- Baby Wipes
- Medicated Baby and Child-specific Products
- Nappy (Diaper) Rash Treatments
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- Bar Soap
- Bath Additives
- Body Powder
- Body Wash/Shower Gel
- Hand Sanitisers
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- Intimate Washes
- Intimate Wipes
- Liquid Soap
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- Premium Eye Liner/Pencil
- Mass Eye Liner/Pencil
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- Premium Eye Shadow
- Mass Eye Shadow
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- Premium Mascara
- Mass Mascara
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- Premium Other Lash and Brow Make-Up
- Mass Other Lash and Brow Make-Up
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-
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- Premium BB/CC Creams
- Mass BB/CC Creams
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- Premium Blusher/Bronzer/Highlighter
- Mass Blusher/Bronzer/Highlighter
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- Premium Foundation/Concealer
- Mass Foundation/Concealer
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- Premium Powder
- Mass Powder
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- Premium Other Facial Make-Up
- Mass Other Facial Make-Up
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- Premium Lip Gloss
- Mass Lip Gloss
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- Premium Lip Liner/Pencil
- Mass Lip Liner/Pencil
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- Premium Lipstick
- Mass Lipstick
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- Premium Other Lip Products
- Mass Other Lip Products
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- Premium Nail Polish
- Mass Nail Polish
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- Premium Nail Treatments/Strengthener
- Mass Nail Treatments/Strengthener
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- Premium Polish Remover
- Mass Polish Remover
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- Premium Other Nail Products
- Mass Other Nail Products
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- Premium Colour Cosmetics Sets/Kits
- Mass Colour Cosmetics Sets/Kits
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- Deodorant Creams
- Deodorant Pumps
- Deodorant Roll-Ons
- Deodorant Sprays
- Deodorant Sticks
- Deodorant Wipes
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- Hair Removers/Bleaches
- Women's Pre-Shave
- Women's Razors and Blades
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- Premium Body Mists
- Premium Men's Fragrances
- Premium Women's Fragrances
- Premium Unisex Fragrances
- Premium Fragrance Sets/Kits
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- Mass Body Mists
- Mass Men's Fragrances
- Mass Women's Fragrances
- Mass Unisex Fragrances
- Mass Fragrance Sets/Kits
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- 2-in-1 Products
- Colourants
- Conditioners and Treatments
- Hair Loss Treatments
- Perms and Relaxants
- Salon Professional Hair Care
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- Medicated Shampoos
- Standard Shampoos
- Styling Agents
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- Men's Post-Shave
- Men's Pre-Shave
- Men's Razors and Blades
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- Premium Men's Bath and Shower
- Mass Men's Bath and Shower
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- Premium Men's Deodorants
- Mass Men's Deodorants
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- Premium Men's Hair Care
- Mass Men's Hair Care
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- Premium Men's Skin Care
- Mass Men's Skin Care
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- Premium Men's Fragrances
- Mass Men's Fragrances
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- Dental Floss
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- Denture Cleansers
- Denture Fixatives
- Mouth Fresheners
- Mouthwashes/Dental Rinses
- Tooth Whiteners
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- Manual Toothbrushes
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- Battery Toothbrush Replacement Heads
- Battery Toothbrush Units
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- Electric Toothbrush Replacement Heads
- Electric Toothbrush Units
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- Toothpaste
- Oral Care Excl Power Toothbrushes
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- Premium Firming Body Care
- Mass Firming Body Care
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- Premium General Purpose Body Care
- Mass General Purpose Body Care
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- Premium Acne Treatments
- Mass Acne Treatments
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- Premium Face Masks
- Mass Face Masks
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- Premium Liquid/Cream/Gel/Bar Cleansers
- Mass Liquid/Cream/Gel/Bar Cleansers
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- Premium Facial Cleansing Wipes
- Mass Facial Cleansing Wipes
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- Premium Basic Moisturisers
- Mass Basic Moisturisers
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- Premium Anti-Agers
- Mass Anti-Agers
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- Premium Lip Care
- Mass Lip Care
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- Premium Toners
- Mass Toners
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- Premium Hand Care
- Mass Hand Care
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- Premium Skin Care Sets/Kits
- Mass Skin Care Sets/Kits
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- Premium Aftersun
- Mass Aftersun
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- Premium Self-Tanning
- Mass Self-Tanning
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- Premium Sun Protection
- Mass Sun Protection
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- Baby and Child-specific Sun Care
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- Premium Baby and Child-specific Products
- Premium Bath and Shower
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- Premium Eye Liner/Pencil
- Premium Eye Shadow
- Premium Mascara
- Premium Other Lash and Brow Make-Up
-
- Premium BB/CC Creams
- Premium Blusher/Bronzer/Highlighter
- Premium Foundation/Concealer
- Premium Powder
- Premium Other Facial Make-Up
-
- Premium Lip Gloss
- Premium Lip Liner/Pencil
- Premium Lipstick
- Premium Other Lip Products
-
- Premium Nail Polish
- Premium Nail Treatments/Strengthener
- Premium Polish Remover
- Premium Other Nail Products
- Premium Colour Cosmetics Sets/Kits
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- Premium Deodorants
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- Premium Body Mists
- Premium Men's Fragrances
- Premium Women's Fragrances
- Premium Unisex Fragrances
- Premium Fragrance Sets/Kits
- Premium Hair Care
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-
- Premium Firming Body Care
- Premium General Purpose Body Care
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- Premium Acne Treatments
- Premium Face Masks
- Premium Facial Cleansing Wipes
-
- Premium Basic Moisturisers
- Premium Anti-Agers
- Premium Lip Care
- Premium Liquid/Cream/Gel/Bar Cleansers
- Premium Toners
- Premium Hand Care
- Premium Skin Care Sets/Kits
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- Premium Aftersun
- Premium Self-Tanning
- Premium Sun Protection
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- Prestige Baby and Child-specific Products
- Prestige Bath and Shower
- Prestige Colour Cosmetics
- Prestige Deodorants
- Prestige Fragrances
- Prestige Hair Care
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- Prestige Body Care
- Prestige Facial Care
- Prestige Hand Care
- Prestige Skin Care Sets/Kits
- Prestige Adult Sun Care
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- Mass Baby and Child-specific Products
- Mass Bath and Shower
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- Mass Eye Liner/Pencil
- Mass Eye Shadow
- Mass Mascara
- Mass Other Lash and Brow Make-Up
-
- Mass BB/CC Creams
- Mass Blusher/Bronzer/Highlighter
- Mass Foundation/Concealer
- Mass Powder
- Mass Other Facial Make-Up
-
- Mass Lip Gloss
- Mass Lip Liner/Pencil
- Mass Lipstick
- Mass Other Lip Products
-
- Mass Nail Polish
- Mass Nail Treatments/Strengthener
- Mass Polish Remover
- Mass Other Nail Products
- Mass Colour Cosmetics Sets/Kits
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- Mass Deodorants
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- Mass Body Mists
- Mass Men's Fragrances
- Mass Women's Fragrances
- Mass Unisex Fragrances
- Mass Fragrance Sets/Kits
- Mass Hair Care
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-
- Mass Firming Body Care
- Mass General Purpose Body Care
-
- Mass Acne Treatments
- Mass Face Masks
- Mass Facial Cleansing Wipes
-
- Mass Basic Moisturisers
- Mass Anti-Agers
- Mass Lip Care
- Mass Liquid/Cream/Gel/Bar Cleansers
- Mass Toners
- Mass Hand Care
- Mass Skin Care Sets/Kits
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- Mass Aftersun
- Mass Self-Tanning
- Mass Sun Protection
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- Dermocosmetics Baby and Child-specific Products
- Dermocosmetics Bath and Shower
- Dermocosmetics Colour Cosmetics
- Dermocosmetics Deodorants
- Dermocosmetics Fragrances
- Dermocosmetics Hair Care
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- Dermocosmetics Body Care
- Dermocosmetics Facial Care
- Dermocosmetics Hand Care
- Dermocosmetics Skin Care Sets/Kits
- Dermocosmetics Adult Sun Care
Beauty and Personal Care
This is the aggregation of baby and child-specific products, bath & shower, colour cosmetics, deodorants, depilatories, fragrances, hair care, men's grooming, oral care, skin care and sun care. Black market sales and travel retail are excluded.
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This report originates from Passport, our Beauty and Personal Care research and analysis database.
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