Snacks in 2025: The big picture
It is expected to be a muted picture for snacks in Latvia in 2025. While value sales are expected to register double-digit value growth, volume sales are expected to fall slightly, partly due to continuing population decline. However, with inflation on the rise in 2025, this is also expected to have a dampening effect. While there was a fall in inflation in 2024, it is set to rebound in 2025 as the deflationary impact from lower energy prices lessen. As such, increasing offerings of multipacks, larger sizes, as well as value-brand switching, helped consumers stretch budgets. Localised marketing campaigns and flexible promotional strategies also help maintain volume sales.
Key trends in 2025
Consumers still want affordable indulgence. Local production, as well as an increasing range of private label offerings, keep prices competitive. Local savoury snacks powerhouse Adazu is one of the key examples of players who are managing to gain share even in a complicated competitive environment. Adazu is applying heavy promotions on its range, while at the same time making no compromises in terms of quality and innovation.
Competitive Landscape
Orkla Latvija SIA continues to hold on to a significant lead, accounting for about a quarter of value share, and has a significant presence across all snack products, except ice cream and gum, and leads in chocolate confectionery, sugar confectionery, sweet biscuits and savoury snacks. Its reputation for high quality continues to support volume sales. The company is owned by Norwegian conglomerate Orkla but offers local Latvian brands, such as Selga in sweet and savoury biscuits, Adazu in potato chips, and Laima in chocolate confectionery. A key area of focus in 2025 is its Selga brand in savoury biscuits, where it offers regular promotions to support growth.
Channel developments
Convenience stores lead distribution in snacks, accounting for about a third of value share. They offer a wide selection of affordable, convenient, and impulse-driven offerings, that are easy to consume on-the-go. In addition, major retailers such as Maxima and Rimi have a wide network of stores in convenient locations, and also have a considerable private label offering.
What next for snacks?
There will be muted constant value and volume growth over the forecast period. Snacks in general have reached a high level of maturity and there is little room for further growth. Continuing population decline will also dampen volume sales. That being said, the economic outlook is relatively positive, and as such consumer purchasing power should remain stable.
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Overview:
Understand the latest market trends and future growth opportunities for the Snacks 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 a comprehensive range of core packaged food categories.
If you're in the Snacks 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 Snacks 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 Snacks in Latvia?
- Which are the leading brands in Snacks in Latvia?
- How are products distributed in Snacks in Latvia?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Snacks?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Latvia?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Snacks in Latvia
Snacks in 2025: The big picture
Key trends in 2025
Competitive Landscape
Channel developments
What next for snacks?
DISCLAIMER
Chocolate Confectionery in Latvia
KEY DATA FINDINGS
Fall in volume sales in 2024
Mars most dynamic in 2025
Convenience stores lead distribution
Stable performance over forecast period
Price key driver of sales, though consumers still look for quality
Private label gains traction
Gum in Latvia
KEY DATA FINDINGS
Fall in volume sales, as gum has increasingly bad reputation
Lidl emerging as significant player
Discounters gain most value share
Muted performance over forecast period
Little innovation over forecast period
Increasing messaging around sustainability
Sugar Confectionery in Latvia
KEY DATA FINDINGS
Gummies and jellies gain most value share
Haribo benefits from strong performance of gummies and jellies
Convenience stores account for most value sales
Stagnant performance over forecast period
More focus on healthier positioning
Medicated confectionery registers volume growth
Ice Cream in Latvia
KEY DATA FINDINGS
Ice cream best performer in terms of volume growth
Estonian player Balbiino gains most value share
Discounters fastest growing channel
Marginal volume growth over forecast period
Consumers remain conservative
Plant-based ice cream remains niche
Savoury Snacks in Latvia
KEY DATA FINDINGS
Volume sales unchanged
Orkla continues to dominate
Convenience stores continue to be leading channel
Nuts, seeds and trail mixes gain most value share
Increasing demand for savoury snacks with a healthier positioning
Innovation focuses on flavour
Sweet Biscuits, Snack Bars and Fruit Snacks in Latvia
KEY DATA FINDINGS
Fall in volume sales, with high price of chocolate having an impact.
Private label performs strongly in 2025
Supermarkets lead distribution
Slight recovery over forecast period
Price key driver of value sales
Focus on a healthier positioning
The following categories and subcategories are included:
Snacks
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- Chocolate Pouches and Bags
- Boxed Assortments
- Chocolate with Toys
- Countlines
- Seasonal Chocolate
- Tablets
- Other Chocolate Confectionery
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- Bubble Gum
- Chewing Gum
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- Boiled Sweets
- Chewy Candies
- Gummies and Jellies
- Liquorice
- Lollipops
- Medicated Confectionery
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- Power Mints
- Standard Mints
- Toffees, Caramels and Nougat
- Other Sugar Confectionery
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- Frozen Yoghurt
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- Single Portion Dairy Ice Cream
- Single Portion Water Ice Cream
- Plant-based Ice Cream
- Unpackaged Ice Cream
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- Bulk Dairy Ice Cream
- Ice Cream Desserts
- Multi-Pack Dairy Ice Cream
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- Bulk Water Ice Cream
- Multi-Pack Water Ice Cream
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- Nuts, Seeds and Trail Mixes
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- Potato Chips
- Tortilla Chips
- Puffed Snacks
- Rice Snacks
- Vegetable, Pulse and Bread Chips
- Savoury Biscuits
- Popcorn
- Pretzels
- Meat Snacks
- Seafood Snacks
- Other Savoury Snacks
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- Dried Fruit
- Processed Fruit Snacks
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- Cereal Bars
- Protein/Energy Bars
- Fruit and Nut Bars
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- Chocolate Coated Biscuits
- Cookies
- Filled Biscuits
- Plain Biscuits
- Wafers
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This report originates from Passport, our Snacks research and analysis database.
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