Competitive Landscape
Henkel Latvia Sia and Procter & Gamble Marketing Latvia Ltd Sia Lead with Strong Brand Portfolios
Laundry care in Latvia remained moderately concentrated in 2025, with Henkel Latvia SIA and Procter & Gamble Marketing Latvia Ltd SIA leading the market. In 2025, Henkel maintained its lead with a 41% share, while Procter & Gamble Marketing Latvia Ltd SIA held a 24% share.
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Overview:
Understand the latest market trends and future growth opportunities for the Laundry 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.
If you're in the Laundry 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 Laundry 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 Laundry Care in Latvia?
- Which are the leading brands in Laundry Care in Latvia?
- How are products distributed in Laundry 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 Laundry Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Laundry Care in Latvia - Category analysis
Key Data Insights
Liquid Detergents Drive Sales as Powders Decline
Liquid Detergents Drive Sales as Powders Decline
Drogas Fuels Private Label Growth with Domol
Ariel and Perwoll Drive Innovation with Mood-Boosting Ingredients
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
Henkel Latvia Sia and Procter & Gamble Marketing Latvia Ltd Sia Lead with Strong Brand Portfolios
Supermarkets and Hypermarkets Remain Dominant Distribution Channels
Retail E-Commerce Is the Fastest Growing Distribution Channel
Home Care in Latvia - Industry Overview
Sales Stagnate Driven by Economic and Demographic Factors, While Private Label Gains Traction
Key Data Insights
Sales Stagnate Driven by Economic and Demographic Factors, While Private Label Gains Traction
Laundry Care Leads Sales, Driven by Evolving Product Formats
Mood-Boosting Ingredients Revitalise Stagnant Product Lines
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
Henkel Latvia Sia and Procter & Gamble Marketing Latvia Ltd Sia Maintain Leading Positions
Supermarkets and Hypermarkets Lead Home Care Sales
Retail E-Commerce Gains Traction as a Distribution Channel
Country Reports Disclaimer
The following categories and subcategories are included:
Laundry Care
- 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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Laundry Care
This is the aggregation of laundry detergents, fabric softeners, carpet cleaners and laundry aids.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Laundry Care research and analysis database.
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