Competitive Landscape
Rimi and Maxima Increase Share as Pampers and Huggies Defend
Nappies/diapers/pants in Latvia is highly concentrated between three players—Procter & Gamble Marketing Latvia Ltd SIA, Kimberly-Clark Corp, and Rimi Latvia SIA—together comprising 70% value share in 2025. However, the shares of the two leading companies, Procter & Gamble and Kimberly-Clark, have steadily declined amid significant gains by retailer private label products.
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Overview:
Understand the latest market trends and future growth opportunities for the Nappies/Diapers/Pants 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 Nappies/Diapers/Pants 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 Nappies/Diapers/Pants 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 Nappies/Diapers/Pants in Latvia?
- Which are the leading brands in Nappies/Diapers/Pants in Latvia?
- How are products distributed in Nappies/Diapers/Pants 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 Nappies/Diapers/Pants products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Nappies/Diapers/Pants in Latvia - Category analysis
Key Data Insights
Promotional Activity by Rimi and Maxima Enables Access to Premium Brands
Promotional Activity by Rimi and Maxima Enables Access to Premium Brands
Sales of Larger Sizes and Disposable Pants Remain Resilient as Parents Adapt
Peppins Responds to Quality Demands with a Premium Product Launch
Retailers Target Premium Gains as Stabilising Birth Rates Slow Decline
Disposable Pants Are Gaining Ground as Parents Embrace Convenience and Larger Sizes
Retailer Innovation and Shifting Parental Habits Drive Product Strategies
Rimi and Maxima Increase Share as Pampers and Huggies Defend
Maxima and Rimi Drive Sales through Promotions and Choice
E-Commerce Grows as Parents Seek Deals and Convenience
Discounters Gain Share as Shoppers Trade for Value
Tissue and Hygiene in Latvia - Industry Overview
Rimi and Maxima Ignite Price Wars, Reshaping Affordability for Shoppers
Key Data Insights
Rimi and Maxima Ignite Price Wars, Reshaping Affordability for Shoppers
Adult Incontinence Surges as an Ageing Population Drives Sustained Demand
Convenience Drives Underlying Demand in Tissue and Hygiene
Retailers Expand Private Label While Brands Defend Premium Share
Older Consumers Boost Adult Incontinence as Population Ages
Discounters and E-Commerce Reshape Shopper Habits and Pricing Power
Rimi and Maxima Drive Consolidation through Private Label Expansion
Maxima and Rimi Drive Value through Promotions and Assortment
Online Arms of Major Chains Capture E-Commerce Momentum with Delivery and Deals
Drogas Extends Private Label Reach as Specialist Stores Gain Traction
Country Reports Disclaimer
The following categories and subcategories are included:
Nappies/Diapers/Pants
- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
Nappies/Diapers/Pants
This is the aggregation of nappies, diapers and pants
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 Nappies/Diapers/Pants research and analysis database.
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