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Sales Stagnate Driven by Economic and Demographic Factors, While Private Label Gains Traction
Home care in Latvia experienced stagnation in 2025, driven by economic and demographic factors, with sales growth mainly in value due to inflation. Laundry care remains the largest category, with a continuous shift towards liquid laundry detergents. Private label products, such as Domol, are gaining traction due to competitive pricing and decent quality. Looking ahead, the category is forecast to experience a slight decline in volume sales but growth in value sales, driven by inflation and changing consumer preferences. Sustainability and wellness are expected to drive product innovation, with automatic dishwashing being the fastest-growing category.
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Overview:
Understand the latest market trends and future growth opportunities for the Home 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:
- Air Care
- Bleach
- Dishwashing
- Home Insecticides
- Laundry Care
- Polishes
- Surface Care
- Toilet Care
If you're in the Home 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 Home 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 Home Care in Latvia?
- Which are the leading brands in Home Care in Latvia?
- How are products distributed in Home Care in Latvia?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Home Care in Latvia
Sales Stagnate Driven by Economic and Demographic Factors, While Private Label Gains Traction
Key Data Insights
Chart 1 Key Industry Trends for Home Care
Sales Stagnate Driven by Economic and Demographic Factors, While Private Label Gains Traction
Chart 2 Liquids and sprays in laundry and surface care
Laundry Care Leads Sales, Driven by Evolving Product Formats
Mood-Boosting Ingredients Revitalise Stagnant Product Lines
Chart 3 Scents a gradually back on menu
Chart 4 Value Sales 2020-2030
Chart 5 Volume Sales 2020-2030
Chart 6 Value Sales by Category 2025
Sales Anticipated to Remain Stagnant, Driven by Market Saturation
Sustainability and Wellness Expected to Drive Product Innovation and Automatic Dishwashing Sales
Private Label and E-Commerce Expansion Set to Shape the Future of Home Care
Chart 7 Forecast Value Sales 2020-2030
Chart 8 Forecast Value Sales by Category 2025-2030
Henkel Latvia Sia and Procter & Gamble Marketing Latvia Ltd Sia Maintain Leading Positions
Chart 9 Company Shares 2025
Chart 10 Brand Shares 2025
Supermarkets and Hypermarkets Lead Home Care Sales
Retail E-Commerce Gains Traction as a Distribution Channel
Chart 11 Retail Channels 2020-2025
Chart 12 Economic Context for Home Care
Chart 13 Real Gdp Growth 2020-2030
Chart 14 Inflation 2020-2030
Chart 15 Consumer Context for Home Care
Chart 16 Population 2020-2030
Chart 17 Consumer Expenditure 2020-2030
Chart 18 Population by Generation 2025
Air Care in Latvia
Key Data Insights
Stagnant Sales Growth Driven by Economic Uncertainty
Chart 19 Key Industry Trends for Air Care
Stagnant Sales Growth Driven by Economic Uncertainty
Drogas Poses Competition to Major Players with Private Label Offerings
Chart 20 Exotic Scents Help, but Price Is More Important
Mood-Boosting Ingredients Drive Sales
Chart 21 Value Sales 2020-2030
Chart 22 Volume Sales 2020-2030
Chart 23 Value Sales by Category 2025
Premiumisation Set to Fuel Future Air Care Growth
Liquid Air Fresheners Drive Growth with Premium Offerings
Wellness Trends, Eco-Friendliness and Private Label Growth Shape the Future of Air Care
Chart 24 Forecast Value Sales 2020-2030
Chart 25 Forecast Value Sales by Category 2025-2030
Leading Players Maintain Position through Strong Brand Portfolios
Chart 26 Company Shares 2025
Chart 27 Brand Shares 2025
Supermarkets and Hypermarkets Lead Air Care Sales
Retail E-Commerce Gains Share with Online Retailers
Chart 28 Retail Channels 2020-2025
Chart 29 Economic Context for Air Care
Chart 30 Real Gdp Growth 2020-2030
Chart 31 Inflation 2020-2030
Chart 32 Consumer Context for Air Care
Chart 33 Population 2020-2030
Chart 34 Consumer Expenditure 2020-2030
Chart 35 Population by Generation 2025
Bleach in Latvia
Key Data Insights
Declining Sales with No New Trends or Products
Chart 36 Key Industry Trends for Bleach
Declining Sales with No New Trends or Products
Chart 37 Ace Becomes the Only Bleach Product on Shelves
Chart 38 Value Sales 2020-2030
Chart 39 Volume Sales 2020-2030
Consumers Expected to Continue Opting for Safer Alternatives
Ace Expected to Maintain Dominance
Chart 40 Forecast Value Sales 2020-2030
Fater Spa Maintains Dominance as Bleach Sales Decline
Chart 41 Company Shares 2025
Chart 42 Brand Shares 2025
Supermarkets and Hypermarkets Drive Bleach Sales
Retail E-Commerce Gains Traction Slowly
Chart 43 Retail Channels 2020-2025
Chart 44 Economic Context for Bleach
Chart 45 Real Gdp Growth 2020-2030
Chart 46 Inflation 2020-2030
Chart 47 Consumer Context for Bleach
Chart 48 Population 2020-2030
Chart 49 Consumer Expenditure 2020-2030
Chart 50 Population by Generation 2025
Dishwashing in Latvia
Key Data Insights
Dishwashing Outperforms Other Home Care Categories
Chart 51 Key Industry Trends for Dishwashing
Dishwashing Outperforms Other Home Care Categories
Chart 52 Somat Excellence Premium Exemplifies Quick-Wash Dishwashing
Automatic Dishwashing Leads Growth, Driven by Quick-Wash Convenience
Private Label Drives Dishwashing Growth
Chart 53 Drogas Launches Domol Eco Classic
Chart 54 Value Sales 2020-2030
Chart 55 Volume Sales 2020-2030
Chart 56 Value Sales by Category 2025
Growing Demand for Automatic Dishwashing Anticipated to Drive Future Growth
Sustainability and Convenience Expected to Shape Product Development
Hand Dishwashing Set to Remain the Largest Category Despite Declining Usage
Chart 57 Forecast Value Sales 2020-2030
Chart 58 Forecast Value Sales by Category 2025-2030
Leading Companies Maintain Position through Marketing and Innovation
Chart 59 Company Shares 2025
Chart 60 Brand Shares 2025
Supermarkets and Hypermarkets Lead Dishwashing Sales through Wide Reach
Retail E-Commerce Gains Traction with Convenience and Variety
Chart 61 Retail Channels 2020-2025
Chart 62 Economic Context for Dishwashing
Chart 63 Real Gdp Growth 2020-2030
Chart 64 Inflation 2020-2030
Chart 65 Consumer Context for Dishwashing
Chart 66 Population 2020-2030
Chart 67 Consumer Expenditure 2020-2030
Chart 68 Population by Generation 2025
Home Insecticides in Latvia
Key Data Insights
Cold Summer Drags Down Sales of Insect Control Products
Chart 69 Key Industry Trends for Home Insecticides
Cold Summer Drags Down Sales of Insect Control Products
Spray/Aerosol Insecticides Dominate Market Share
Changing Climate Impacts Urban Insect Environment
Chart 70 Value Sales 2020-2030
Chart 71 Volume Sales 2020-2030
Chart 72 Value Sales by Category 2025
Home Insecticides Growth Will Continue to Be Influenced by Weather Patterns
Spray/Aerosol Insecticides Expected to Remain Dominant
Chart 73 Forecast Value Sales 2020-2030
Chart 74 Forecast Value Sales by Category 2025-2030
Bros Sp Zoo Spk and Kvadro Sia Lead with Diversified Portfolios
Chart 75 Company Shares 2025
Chart 76 Brand Shares 2025
Supermarkets and Hypermarkets Lead Sales with Strong Presence
Retail E-Commerce Emerges as Fastest Growing Channel
Chart 77 Retail Channels 2020-2025
Chart 78 Economic Context for Home Insecticides
Chart 79 Real Gdp Growth 2020-2030
Chart 80 Inflation 2020-2030
Chart 81 Consumer Context for Home Insecticides
Chart 82 Population 2020-2030
Chart 83 Consumer Expenditure 2020-2030
Chart 84 Population by Generation 2025
Laundry Care in Latvia
Key Data Insights
Liquid Detergents Drive Sales as Powders Decline
Chart 85 Key Industry Trends for Laundry Care
Liquid Detergents Drive Sales as Powders Decline
Chart 86 Liquid detergents win the situation
Drogas Fuels Private Label Growth with Domol
Ariel and Perwoll Drive Innovation with Mood-Boosting Ingredients
Chart 87 Value Sales 2020-2030
Chart 88 Volume Sales 2020-2030
Chart 89 Value Sales by Category 2025
Laundry Care Expected to Continue Moderate Growth Trajectory
Liquid Detergents Anticipated to Lead Growth with Innovation and Sustainability
Private Label and Premium Products Anticipated to Gain Market Share
Chart 90 Forecast Value Sales 2020-2030
Chart 91 Forecast Value Sales by Category 2025-2030
Henkel Latvia Sia and Procter & Gamble Marketing Latvia Ltd Sia Lead with Strong Brand Portfolios
Chart 92 Company Shares 2025
Chart 93 Brand Shares 2025
Supermarkets and Hypermarkets Remain Dominant Distribution Channels
Retail E-Commerce Is the Fastest Growing Distribution Channel
Chart 94 Retail Channels 2020-2025
Chart 95 Economic Context for Laundry Care
Chart 96 Real Gdp Growth 2020-2030
Chart 97 Inflation 2020-2030
Chart 98 Consumer Context for Laundry Care
Chart 99 Population 2020-2030
Chart 100 Consumer Expenditure 2020-2030
Chart 101 Population by Generation 2025
Polishes in Latvia
Key Data Insights
Slowed Value Sales Driven by Lifestyle Changes
Chart 102 Key Industry Trends for Polishes
Slowed Value Sales Driven by Lifestyle Changes
Niche Demand for Specific Products Persists
Chart 103 Value Sales 2020-2030
Chart 104 Volume Sales 2020-2030
Chart 105 Value Sales by Category 2025
Consumers Reduce Use of Polishes Due to Lifestyle Changes
Shoe Polish Set to Remain Largest and Best-Performing Category
Chart 106 Forecast Value Sales 2020-2030
Chart 107 Forecast Value Sales by Category 2025-2030
Gold Kimya Inc Strengthens Lead in Fragmented Market
Chart 108 Company Shares 2025
Chart 109 Brand Shares 2025
Supermarkets and Hypermarkets Lead Sales through Traditional Channels
Retail E-Commerce Gains Share with Online Platforms of Major Retailers
Chart 110 Retail Channels 2020-2025
Chart 111 Economic Context for Polishes
Chart 112 Real Gdp Growth 2020-2030
Chart 113 Inflation 2020-2030
Chart 114 Consumer Context for Polishes
Chart 115 Population 2020-2030
Chart 116 Consumer Expenditure 2020-2030
Chart 117 Population by Generation 2025
Surface Care in Latvia
Key Data Insights
Stable Sales Amidst Economic Uncertainty and Format Evolution
Chart 118 Key Industry Trends for Surface Care
Stable Sales Amidst Economic Uncertainty and Format Evolution
Local Player Drives Private Label Success
Chart 119 Local Retailer Drogas Is Successful with Domol Private Label
Evolving Product Formats Influence Consumer Preferences
Chart 120 Value Sales 2020-2030
Chart 121 Volume Sales 2020-2030
Chart 122 Value Sales by Category 2025
Market Saturation Expected to Cause Stagnant Surface Care Sales
Multi-Purpose Cleaners Maintain Dominance with Convenience Focus
Private Label Growth Anticipated to Continue
Chart 123 Forecast Value Sales 2020-2030
Chart 124 Forecast Value Sales by Category 2025-2030
Top Players Maintain Lead through Promotions and Marketing
Chart 125 Company Shares 2025
Chart 126 Brand Shares 2025
Supermarkets and Hypermarkets Lead Surface Care Sales
Retail E-Commerce Gains Traction with Online Retailers
Chart 127 Retail Channels 2020-2025
Chart 128 Economic Context for Surface Care
Chart 129 Real Gdp Growth 2020-2030
Chart 130 Inflation 2020-2030
Chart 131 Consumer Context for Surface Care
Chart 132 Population 2020-2030
Chart 133 Consumer Expenditure 2020-2030
Chart 134 Population by Generation 2025
Toilet Care in Latvia
Key Data Insights
Stagnant Sales and Economic Uncertainty Characterise Market
Chart 135 Key Industry Trends for Toilet Care
Stagnant Sales and Economic Uncertainty Characterise Market
Henkel Drives Premiumisation with New Scents and Claims
Chart 136 Henkel Leads with New Scents
Specialised Retailers Boost Private Label Offerings
Chart 137 Value Sales 2020-2030
Chart 138 Volume Sales 2020-2030
Chart 139 Value Sales by Category 2025
Dropping Volume Sales and Rising Prices Characterise Outlook
Private Label Gains Traction as Consumers Seek Value
Itbs Face Stagnation as In-Cistern Devices Gain Popularity
Chart 140 Forecast Value Sales 2020-2030
Chart 141 Forecast Value Sales by Category 2025-2030
Henkel Latvia Sia and Reckitt Benckiser Sa Maintain Lead through Strong Brand Portfolios
Chart 142 Company Shares 2025
Chart 143 Brand Shares 2025
Supermarkets and Hypermarkets Lead Toilet Care Sales through Wide Reach
Retail E-Commerce Emerges as Fastest Growing Channel Driven by Convenience
Chart 144 Retail Channels 2020-2025
Chart 145 Economic Context for Toilet Care
Chart 146 Real Gdp Growth 2020-2030
Chart 147 Inflation 2020-2030
Chart 148 Consumer Context for Toilet Care
Chart 149 Population 2020-2030
Chart 150 Consumer Expenditure 2020-2030
Chart 151 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Home Care
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- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
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- Carpet Fresheners
- Odour Neutralisers
- Refrigerator Fresheners
- Waste Bin Fresheners
- Other Other Air Care
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- Bleach
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- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
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- Hand Dishwashing
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- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
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- Foggers/Bombs
- In-Home Insect Repellents
- Moth Proofers
- Other Other Home Insecticides
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- Carpet Cleaners
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- Dryer Sheets
- Liquid Fabric Softeners
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- Colour Safe Laundry Bleach
- Fabric Fresheners
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- In-Wash Spot and Stain Removers
- Pre-Wash Spot and Stain Removers
- Starch/Ironing Aids
- Water Softeners
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- Blues/Bluing
- Colour Catchers
- Colour Enhancers
- Laundry Sanitiser
- Scent Booster
- Whiteners
- Other Other Laundry Aids
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- Standard Powder Detergents
- Concentrated Powder Detergents
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- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Standard Liquid Detergents
- Concentrated Liquid Detergents
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- Standard Powder Detergents
- Standard Liquid Detergents
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- Concentrated Powder Detergents
- Concentrated Liquid Detergents
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Bar Detergents
- Hand Wash Detergents
- Fine Fabric Detergents
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- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- Bathroom Cleaners
- Descalers
- Drain Openers
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- Standard Floor Cleaners
- Wash and Wax Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
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- In-Cistern Devices
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- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
Home Care
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
See all of our definitions
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This report originates from Passport, our Home Care research and analysis database.
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