In 2025, surface care in Latvia demonstrated stable sales in value terms, indicating a saturated market. Value sales reached EUR13 million, representing 2% current value growth. Window cleaners were the only category performing above the market average, driven by the growth of glass surfaces in modern architecture. As a result, window/glass cleaners experienced a current value growth rate of 3%. The balance between specific and multi-purpose cleaners has been maintained, with neither category ex

Toilet care in Latvia experienced a decline in value sales in 2025, indicative of a stagnant market. The category is saturated, with households having used rim blocks and toilet liquids consistently. Consumers are not willing to pay a premium for products due to economic uncertainty, contributing to the stagnation. ITBs dominated the market in terms of value sales, due to consumer preference for established products and a lack of significant innovation or disruption in other categories.

In 2025, dishwashing in Latvia experienced moderate growth, but emerged as the best-performing category within home care. Value sales of dishwashing in Latvia reached EUR10 million, with a current value growth rate of 3% in 2025. This growth was mainly driven by the growing popularity of automatic dishwashing, specifically dishwashing tablets. While automatic dishwashing was the best-performing category, with a current value growth rate of 4%, hand dishwashing products were used in parallel with

In 2025, polishes in Latvia experienced slowed value sales growth, largely attributed to changes in consumer lifestyle. Value sales of polishes reach EUR2.7 million in 2025, representing 0.5% current value growth. The shift towards more casual lifestyles, even in formal settings such as top-level business meetings, has reduced the demand for formal footwear that requires polishing. As a result, shoe polish, a significant category within polishes, has seen slowed value sales.

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 chang

In 2025, laundry care in Latvia experienced a challenging year, with economic stagnation and a declining consumer base contributing to significantly slowed value sales. Value sales of laundry care reaching EUR41 million, representing 0.4% current value growth from the previous year. However, some categories demonstrated unexpected growth, driven by promotions and marketing campaigns. Automatic laundry detergents experienced a shift towards liquid detergents, as tablet formats stagnated due to hi

Bleach in Latvia experienced a decline in 2025, with value sales reaching EUR0.9 million, representing a current value decline of 0.5% compared to the previous year. This decline is attributed to the product being perceived as old-fashioned and harmful, with many less harmful alternatives available in laundry, surface, and toilet care. Ace appears to be the only remaining brand available at major retailers. The absence of new products and trends in bleach is a significant factor contributing to

Home insecticides in Latvia experienced a decline in sales in 2025, primarily due to the cold summer weather. Value sales of home insecticides experienced a 13% current value decline in growth, reaching EUR2 million. This decline was largely driven by the reduced demand for insect control products as the cold weather resulted in fewer insects. The urban population in Latvia was recorded at 1,273,900 in 2025, which is a slight decrease from the previous year. This demographic trend may have also

In 2025, air care in Latvia experienced stagnant sales growth in value and a slight decline in volume. This trend is attributed to economic uncertainty, as consumers became cautious about spending on non-essential goods. The median disposable income per household in Latvia grew to EUR24,589 in 2025; however, the standardised consumer confidence index remained negative. This decline in consumer confidence, coupled with economic uncertainty, led to a focus on basic products, mainly sprays, which a

Tissue and hygiene in Latvia faced a challenging environment in 2025 due to aggressive promotional strategies that resulted in a 2% decline in value sales to EUR113 million, despite stable volumes. Heightened consumer price sensitivity is sustained by deep discounting from dominant retailers and the rapid expansion of private label products, but this trend has eroded the distinction between brands and private label and limited the scope for premiumisation. Demographic pressures are acute, with t

Nappies/diapers/pants in Latvia experienced a significant volume decline in 2025, with retail volume reaching 47.2 million units, a decrease of 5% compared to 2024. This performance is shaped primarily by the ongoing decline in the birth rate, which remains the most critical factor affecting demand and leads to a shrinking consumer base. This trend is evident when viewed alongside the continued fall in the population aged 0-4, which dropped from 84,324 in 2024 to 78,262 in 2025, and is also refl

In 2025, wipes in Latvia experienced only modest growth in retail value, with sales reaching EUR4.0 million, reflecting a limited increase of 1% compared to the previous year. This marginal recovery followed a contraction in 2024 and is underpinned by weak demand and ongoing demographic decline. The performance of wipes locally stands in stark contrast to the more dynamic developments in some other Eastern European countries, where deeper promotions and more aggressive pricing strategies have he

Menstrual care in Latvia in 2025 continued to face volume decline, reflecting both the demographic reality of a shrinking consumer base and weak economy. Total retail volume decreased to 127 million units, down 0.9% compared to 2024, reflecting the contraction in the Latvian population. The most significant challenge for players was not economic constraints, as purchasing power remained relatively high, but rather the persistent reduction in the core consumer base caused by demographic shifts.

Retail tissue in 2025 demonstrates stable performance in Latvia, with a marginal volume increase to 14,009 tonnes and a notable decrease in retail value to EUR70.7 million. The subdued value trend is a direct result of an aggressive price war between leading retailers Maxima and Rimi, who have prioritised affordability through their private label offerings, particularly in toilet paper and paper towels. This dynamic has led to declining average prices, making retail tissue more accessible to con

In 2025, away-from-home tissue and hygiene in Latvia experienced a subdued performance, with total sales value reaching EUR12.4 million, reflecting a marginal decline of -0.7% compared to the previous year. This stagnation is attributed primarily to two key drivers: an unseasonably cold summer and ongoing economic uncertainty. The horeca channel, which relies heavily on outdoor cafés and restaurants, faced additional pressure as the colder weather limited customer turnout and constrained sales v

In 2025, Rx/reimbursement adult incontinence in Latvia demonstrated solid performance, with volume reaching 25.6 million units and a value of EUR9.1 million. Growth accelerated in 2025, with volume increasing by 3% and value up by 5%, after a period of stagnation in 2024. Market growth outpaced the overall consumer expenditure trend, highlighting that demand for these products is resilient even in a challenging economic context.

Retail adult incontinence in Latvia shows robust volume growth in 2025, reaching 4.2 million units, representing a 3% increase from the previous year. The market shows resilience compared to recent regional and global trends, supported by Latvia’s demographic profile—specifically, a steadily ageing population. The market is shaped by the dominance of the Rx channel, where state regulation keeps prices relatively stable, but retail adult incontinence experiences higher price dynamics and frequent

Although Latvia enjoys solid rankings for economic freedom and corruption, politics is polarised and the threat from Russia persists. Inflation has been rising and economic momentum is weak, but foreign investment is returning to the country. Incomes growth will be extremely strong, but a declining populace will lower the appeal of the consumer market. Robust internet use is a boon for e-commerce, whilst advanced technologies are a major strength, but rural digital infrastructure is lacking.

Demand for concentrates in Latvia is supported by their ease of use and convenience. Liquid concentrates is the main driver of growth, due to the versatility and cost efficiency of these offerings. Powder concentrates meanwhile, face challenges due to perceptions of unhealthiest and lower quality. Premium offerings, such as those from Very Berry and private labels like Rimi’s I Love Eco, resonate with wellness- and sustainability-conscious consumers. Upcoming excise changes may further shift dem

Demand for RTD coffee in Latvia is rising steadily, despite an unseasonably cold summer. The category benefits from strong consumer loyalty and a rising demand for convenient, lower-sugar alternatives to carbonated soft drinks. Innovations, including cold brew coffee, nitro coffee, plant-based formats, and unique flavour combinations, are generating interest. Supermarkets remains the main off-trade channel, with discounters and e-commerce gradually expanding their share. Upcoming excise tax chan

Demand for bottled water in Latvia has been negatively impacted by cold summer weather, prompting widespread price promotions. Functional water shows the strongest momentum but remains niche, with new lines supporting early-stage development. Longer-term prospects are constrained by market saturation and consumers’ perception of water as a basic commodity. However, upcoming excise changes may redirect attention towards still bottled water as a cost-efficient, untaxed alternative.

Demand for carbonates in Latvia has been impacted by cold summer weather and competition from newer added-value beverage options, such as energy drinks. Reduced sugar cola carbonates remains the most resilient category, as shifting health priorities continue to influence consumer choices. Upcoming excise changes are set to further elevate interest in lower-sugar alternatives across all retail channels.

RTD tea in Latvia continues to face declining off-trade volumes, constrained by competition from carbonates, energy drinks, and sports drinks, as well as perceptions of high sugar content. Reduced-sugar still variants offer the most resilience, catering to health-conscious consumers, while functional and premium innovations - including antioxidant-enriched, sparkling, and kombucha options - seek to maintain consumer interest. Forthcoming excise tax changes are likely to accelerate shifts towards

Latvia’s soft drinks industry is facing multiple challenges. Cold summer weather has impacted demand across both retail and foodservice channels, while juice sales remain constrained by global supply challenges. Added-value categories - especially energy drinks – are gaining momentum, supported by innovation by leading players. Looking forward, upcoming excise changes and rising consumer health concerns are set to redirect preferences towards lower-sugar options.