Home care in 2024: The big picture
Home care in Latvia faced declining retail volume sales in 2024 with most categories reporting a stagnant performance. Price inflation continued to restrict consumer demand and was the main driver behind current value growth in some categories.
2024 key trends
Convenience is a key trend shaping home care in 2024, with growing demand for tablets in laundry care and dishwashing that are easy to use and do not require any dosing measurements. Multi-purpose cleaners are also strong performers as they offer a convenient option for use in multiple areas of the home, and thus better value for money, with the added benefit of requiring minimal storage space.
Competitive landscape
The competitive landscape in home care is highly concentrated, with multinationals Henkel Latvia SIA, Procter & Gamble Marketing Latvia Ltd SIA, and Reckitt Benckiser SA obtaining more than half the landscape in 2024. As well as offering well-known and trusted products, the distribution agreements with the country’s leading retailers give these players a significant advantage.
Retailing developments
Supermarkets and hypermarkets remained the leading retailers for home care products, offering a wide variety of goods while focusing on deals and promotions to drive sales. Discounters continue to make strides in Latvia.
What next for home care?
Home care in Latvia is expected to witness slight decline in volume and constant value sales over the forecast period. Most categories are already saturated offering only limited growth potential.
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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
Home care in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for home care?
DISCLAIMER
Air Care in Latvia
KEY DATA FINDINGS
Lacklustre performance for air care
Air Wick has a firm lead in air care
Limited use of candle air fresheners
Limited growth for mature air care category
Liquid air fresheners can inject some growth
Eco-friendly innovation supports retail value growth
Bleach in Latvia
KEY DATA FINDINGS
Health and environmental factors weigh on bleach category
Ace has a dominant position in bleach
Low price gives bleach a competitive advantage
Bleach volume sales face ongoing decline
Ace will remain the popular brand choice
Supermarkets will continue to be the preferred distribution channel for bleach
Dishwashing in Latvia
KEY DATA FINDINGS
Automatic dishwashing gains traction in Latvia
Tablets is the driving force in dishwashing products
Fairy continues to improve its position in dishwashing
Automatic dishwashing to surpass value sales of hand dishwashing in 2029
Sustainability trend will fuel new product developments
All-in-one automatic dishwashing products to deliver added value
Home Insecticides in Latvia
KEY DATA FINDINGS
Hot weather conditions dampen overall demand
Spray formats are widespread in home insecticides
Growth for electric insecticides as consumers preference convenience and safety
Category is dependent on weather patterns
Concentrated landscape in home insecticides
E-commerce offers an extensive selection of home insecticides
Laundry Care in Latvia
KEY DATA FINDINGS
Moderate growth is witnessed in laundry care
Liquids perform well amid transition away from powder detergents
Consumers shift to more intense scents in fabric softeners
Contraction in powder detergents will undermine progress in liquid laundry
Liquid detergents show promising growth
Eco-friendly choices to gain traction in laundry care
Polishes in Latvia
KEY DATA FINDINGS
Mixed performance for polishes
SC Johnson & Son’s Kiwi brand exits market
Footwear specialists are a key channel for shoe polish
Challenging outlook as consumers reduce use of polishes
Greater fragmentation in competitive landscape
Opportunity for smaller players to break through
Surface Care in Latvia
KEY DATA FINDINGS
Surface care volumes stagnate as consumers rein in spending
Multi-purpose cleaners are clear winners in surface care
Colgate-Palmolive (Latvia) asserts lead in surface care
Muted sales outlook for surface care
Convenience and eco-friendly features appeal to affluent base
Scouring agents partly replaced by cleaning pastes
Toilet Care in Latvia
KEY DATA FINDINGS
Slump in toilet care volumes sales
Henkel Latvia leads with strong position in modern channel
Private label has good visibility
Weak outlook for toilet care
Competition between private label to intensify
Growing consumer interest in ITBs
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.
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This report originates from Passport, our Home Care research and analysis database.
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