Tissue and hygiene in 2024: The big picture
The rate of growth in retail current value sales of tissue and hygiene slowed significantly in 2024, as price growth moderated in the face of easing inflation and manufacturers offered more frequent discounts in an effort to support volume sales in the face of increasing private label competition. The boost to demand provided by COVID-19 is fading, as restrictions are eased and daily routines normalize.
2024 key trends
Demographics is now the key driver in many categories in tissue and hygiene in Latvia: While demand for retail adult incontinence is rising rapidly amid an ageing population–making it the best-performing category in tissue and hygiene in terms of retail current value sales growth during 2024–this was from a very low base. Most local consumers still acquire these products through an Rx scheme, limiting retail demand.
Competitive landscape
Essity AB with its Zewa brand continued to lead tissue and hygiene in terms of retail value share in 2024, but private label (most notably Rimi Latvia SIA, Maxima Latvija SIA and Lidl Latvia SIA) is gaining ground as more price-sensitive local consumers switch to these offerings. Lidl, which offers the Lidl and Floralys brands, is growing rapidly as it increases its store network, but all three of these retailers saw their retail value share in tissue and hygiene increase in 2024, forcing Essity AB to offer more frequent discounts in order to support retail volume share.
Retail developments
Grocery retailers, mainly supermarkets and hypermarkets, dominate the distribution of tissue and hygiene in Latvia, with non-grocery retailers (especially health and beauty specialists) accounting for most of the remainder. Within grocery retailers, discounters are an increasing presence, with Lidl the main driver of this as it steadily expands its store network in the country.
What next for tissue and hygiene?
Retail constant value sales of tissue and hygiene will exhibit a marginal decline during the forecast period. While many products in this category are regarded as essential by local consumers, ongoing population decline will weigh on demand.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene 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:
- Away-From-Home Tissue and Hygiene
- Retail Adult Incontinence
- Nappies/Diapers/Pants
- Sanitary Protection
- Wipes
- Retail Tissue
- RX/Reimbursement Adult Incontinence
If you're in the Tissue and Hygiene 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 Tissue and Hygiene 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 Tissue and Hygiene in Latvia?
- Which are the leading brands in Tissue and Hygiene in Latvia?
- How are products distributed in Tissue and Hygiene 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 Tissue and Hygiene products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Tissue and Hygiene in Latvia
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
DISCLAIMER
Away-From-Home Tissue and Hygiene in Latvia
KEY DATA FINDINGS
Away-from-home toilet paper accounts for the bulk of retail value sales
An ageing population supports demand growth for away-from-home adult incontinence
Intense price competition limits pace of innovation
Away-from-home toilet paper will continue to underperform
E-commerce will grow in importance
Away-from-home wipers and paper towels will see modest growth in retail constant value sales
Retail Adult Incontinence in Latvia
KEY DATA FINDINGS
Retail demand is rising but remains very limited
Essity AB’s Tena remains the clear leader
Pharmacies and grocery retailers dominate distribution
Rate of growth in constant value sales will slow significantly
Purchasers of moderate/heavy adult incontinence products will seek maximum absorbency and leakage protection
More specialised products will be launched
Nappies/Diapers/Pants in Latvia
KEY DATA FINDINGS
A declining population weighs on demand
Private label a growing threat to Procter & Gamble’s Pampers brand
Discounters grow in importance as a distribution channel
Disposable pants will remain the largest and most dynamic category
Grocery retail chains will benefit from e-commerce growth
Innovation will remain limited
Menstrual Care in Latvia
KEY DATA FINDINGS
Price rises drive moderate growth in retail current value sales
Procter & Gamble remains top dog, with private label a growing presence
Discounters and e-commerce increasingly important
Declining population impacts sales
Grocery retailers will remain the dominant distribution channel
International players will drive new product development
Wipes in Latvia
KEY DATA FINDINGS
Baby wipes remain dominant, but falling birth rate limits demand growth
Private label continues to gain ground
Grocery retailers dominate, but e-commerce expanding rapidly
Retail constant value sales to rebound
Moist toilet wipes and general purpose wipes will perform well
Retailers will continue to invest in e-commerce
Retail Tissue in Latvia
KEY DATA FINDINGS
Increased discounting limits unit price growth
Leader Essity AB faces strong private label challenge
Discounters and e-commerce continue to grow in importance
A declining population and intense price competition will weigh on growth
Grocery retail will remain dominate
Larger pack sizes will continue to grow in popularity
Rx/Reimbursement Adult Incontinence in Latvia
KEY DATA FINDINGS
Rising incidence of dementia boosts demand
Essity AB continues to lead
Public expenditure on long-term care remains relatively low
Tight fiscal policy will limit growth in retail constant value sales
Comfort, discretion and absorbency will remain key
Distribution will become more efficient
The following categories and subcategories are included:
Tissue and Hygiene
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- AFH Adult Incontinence
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- AFH Boxed Facial Tissues
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- AFH Napkins
- AFH Tablecloths
- AFH Paper Towels
- AFH Toilet Paper
- AFH Wipers
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- Light Adult Incontinence
- Moderate/Heavy Adult Incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Pantyliners
- Tampons
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- Standard Towels with Wings
- Standard Towels without Wings
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- Slim/Thin/Ultra-Thin Towels with Wings
- Slim/Thin/Ultra-Thin Towels without Wings
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- Menstrual Care Including Intimate Wipes
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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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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
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- Rx/Reimbursement adult incontinence
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- AFH Adult Incontinence
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- Retail Light Adult Incontinence
- Retail Moderate/Heavy Adult Incontinence
- Rx/Reimbursement adult incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
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-
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
-
-
- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
-
-
- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- AFH Napkins
- Retail Napkins
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- AFH Tablecloths
- Retail Tablecloths
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- AFH Boxed Facial Tissues
- Retail Boxed Facial Tissues
- Pocket Handkerchiefs
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- AFH Paper Towels
- Retail Paper Towels
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- AFH Toilet Paper
- Retail Toilet Paper
- AFH Wipers
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Tissue and Hygiene
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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