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Rimi and Maxima Ignite Price Wars, Reshaping Affordability for Shoppers
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 the population shrinking to 1.9 million and the number of children aged 0-4 dropping to 78,262 in 2025, which directly limits the consumer base for nappies, diapers, and wipes. In contrast, the ageing population has accelerated demand for adult incontinence, now the fastest-growing category in value and volume terms.
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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
Rimi and Maxima Ignite Price Wars, Reshaping Affordability for Shoppers
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
Rimi and Maxima Ignite Price Wars, Reshaping Affordability for Shoppers
Chart 2 Promotional strategies are key tool for players to sustain affordability.
Adult Incontinence Surges as an Ageing Population Drives Sustained Demand
Chart 3 Convenience and discretion are key in adult incontinence and diapers
Convenience Drives Underlying Demand in Tissue and Hygiene
Chart 4 Value Sales 2020-2030
Chart 5 Value Sales by Category 2025
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
Chart 6 Forecast Value Sales 2020-2030
Chart 7 Forecast Value Sales by Category 2025-2030
Rimi and Maxima Drive Consolidation through Private Label Expansion
Chart 8 Analyst Insight for Tissue and Hygiene
Chart 9 Company Shares 2025
Chart 10 Brand Shares 2025
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
Chart 11 Retail Channels 2020-2025
Chart 12 Economic Context for Tissue and Hygiene
Chart 13 Real Gdp Growth 2020-2030
Chart 14 Inflation 2020-2030
Chart 15 Consumer Context for Tissue and Hygiene
Chart 16 Population 2020-2030
Chart 17 Consumer Expenditure 2020-2030
Chart 18 Population by Generation 2025
Away-From-Home Tissue and Hygiene in Latvia
Key Data Insights
Cold Weather and Economic Challenges Limit Horeca Sales
Chart 19 Key Industry Trends for Away-From-Home Tissue and Hygiene
Cold Weather and Economic Challenges Limit Horeca Sales
Chart 20 Cold summer and economic uncertainty prove challenging for AFH tissue and hygiene.
Jumbo Toilet Paper and Paper Towels Anchor Institutional Demand
Chart 21 AFH channel focuses on essentials.
Affordability Focus and Healthcare Funding Sustain Demand for Essentials
Chart 22 Value Sales 2020-2030
Chart 23 Value Sales by Category 2025
Institutional Buyers Prioritise Essentials as Horeca Rebounds with Warmer Summers
Hygiene Wipes Outpace Staples in Growth Terms, but Will Remain Niche
E-Commerce and Sustainability Shift Procurement as Essentials Stay Central
Chart 24 Forecast Value Sales 2020-2030
Chart 25 Forecast Value Sales by Category 2025-2030
Horeca and Business Buyers Face Stagnation Amid Cold Weather and Economic Uncertainty
Chart 26 Retail Channels 2020-2025
Chart 27 Economic Context for Away-From-Home Tissue and Hygiene
Chart 28 Real Gdp Growth 2020-2030
Chart 29 Inflation 2020-2030
Chart 30 Consumer Context for Away-From-Home Tissue and Hygiene
Chart 31 Population 2020-2030
Chart 32 Consumer Expenditure 2020-2030
Chart 33 Population by Generation 2025
Retail Adult Incontinence in Latvia
Key Data Insights
Modest Growth as Consumers Adopt Light Incontinence Products
Chart 34 Key Industry Trends for Retail Adult Incontinence
Modest Growth as Consumers Adopt Light Incontinence Products
Chart 35 Retail sales follow trends seen in Rx market
Promotional Pricing and Product Design Boost Accessibility and Adoption
Tena Men Leads Product Innovation as Consumers Embrace Convenience and Discretion
Chart 36 Convenience trend is shaping the category.
Chart 37 Value Sales 2020-2030
Chart 38 Volume Sales 2020-2030
Chart 39 Value Sales by Category 2025
Ageing Consumers Drive Demand for Discreet Solutions
Brand Innovation and Social Change Reshape Purchasing Habits
Chart 40 Forecast Value Sales 2020-2030
Chart 41 Forecast Value Sales by Category 2025-2030
Essity Ab and Tzmo Latvija Sia Secure Dominance through Public Tenders
Chart 42 Company Shares 2025
Chart 43 Brand Shares 2025
Maxima, Rimi and Drogas Leverage Multi-Channel Strategies for Reach
E-Commerce Platforms Attract Consumers with Delivery and Promotions
Chart 44 Retail Channels 2020-2025
Chart 45 Economic Context for Retail Adult Incontinence
Chart 46 Real Gdp Growth 2020-2030
Chart 47 Inflation 2020-2030
Chart 48 Consumer Context for Retail Adult Incontinence
Chart 49 Population 2020-2030
Chart 50 Consumer Expenditure 2020-2030
Chart 51 Population by Generation 2025
Nappies/Diapers/Pants in Latvia
Key Data Insights
Promotional Activity by Rimi and Maxima Enables Access to Premium Brands
Chart 52 Key Industry Trends for Nappies/Diapers/Pants
Promotional Activity by Rimi and Maxima Enables Access to Premium Brands
Chart 53 Declining birth rates hinder volume sales
Sales of Larger Sizes and Disposable Pants Remain Resilient as Parents Adapt
Chart 54 Larger diapers and disposable pants offer convenience
Peppins Responds to Quality Demands with a Premium Product Launch
Chart 55 Value Sales 2020-2030
Chart 56 Volume Sales 2020-2030
Chart 57 Value Sales by Category 2025
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
Chart 58 Forecast Value Sales 2020-2030
Chart 59 Forecast Value Sales by Category 2025-2030
Rimi and Maxima Increase Share as Pampers and Huggies Defend
Chart 60 Company Shares 2025
Chart 61 Brand Shares 2025
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
Chart 62 Retail Channels 2020-2025
Chart 63 Economic Context for Nappies/Diapers/Pants
Chart 64 Real Gdp Growth 2020-2030
Chart 65 Inflation 2020-2030
Chart 66 Consumer Context for Nappies/Diapers/Pants
Chart 67 Population 2020-2030
Chart 68 Consumer Expenditure 2020-2030
Chart 69 Population by Generation 2025
Menstrual Care in Latvia
Key Data Insights
Manufacturers and Retailers Drive Sales with Deep Discounts and Added-Value Features
Chart 70 Key Industry Trends for Menstrual Care
Manufacturers and Retailers Drive Sales with Deep Discounts and Added-Value Features
Chart 71 Cold summer hampers tampon sales in 2025.
Carefree Plus Long Meets Demand for Convenience as Value-Seeking Dominates Purchasing
Chart 72 Heavy promotions required to maintain sales
Demographic Decline and Promo-Driven Behaviour Dampens Value Growth
Chart 73 Value Sales 2020-2030
Chart 74 Volume Sales 2020-2030
Chart 75 Value Sales by Category 2025
Slim Towels and Pantyliners Retain Loyalty as Innovation Stalls
Retailers Prioritise Pricing and Quality to Sustain Share
Chart 76 Forecast Value Sales 2020-2030
Chart 77 Forecast Value Sales by Category 2025-2030
Procter & Gamble Marketing Latvia Sustains Leading Position
Chart 78 Company Shares 2025
Chart 79 Brand Shares 2025
Maxima and Rimi Boost Sales through Promotions and Selection
Online Retail Leverages Promotions and Convenience to Grow Share
Chart 80 Retail Channels 2020-2025
Chart 81 Economic Context for Menstrual Care
Chart 82 Real Gdp Growth 2020-2030
Chart 83 Inflation 2020-2030
Chart 84 Consumer Context for Menstrual Care
Chart 85 Population 2020-2030
Chart 86 Consumer Expenditure 2020-2030
Chart 87 Population by Generation 2025
Wipes in Latvia
Key Data Insights
Drogas Secures Loyalty with Babydream Wipes as Price-Sensitive Shoppers Seek Value
Chart 88 Key Industry Trends for Wipes
Drogas Secures Loyalty with Babydream Wipes as Price-Sensitive Shoppers Seek Value
Chart 89 Consumers seek more affordable wipes from private label
Pampers Harmony and Wet Toilet Paper Diversify Wipes as Convenience and Natural Claims Drive Resilience
Chart 90 Value Sales 2020-2030
Chart 91 Value Sales by Category 2025
Modest Outlook for Wipes Amid Demographic Decline
Eu Directive Raises Costs and Limits Marketing Claims, Reshaping Product Strategies
Rising Consumer Expenditure Supports Demand as Price Sensitivity Persists
Chart 92 Forecast Value Sales 2020-2030
Chart 93 Forecast Value Sales by Category 2025-2030
Procter & Gamble and Drogas Defend Share as Private Label Investment Accelerates
Chart 94 Company Shares 2025
Chart 95 Brand Shares 2025
Maxima and Rimi Drive Sales with Deep Promotions and a Wide Choice
Online Channels Attract Shoppers with Promotions and Fast Delivery
Chart 96 Retail Channels 2020-2025
Chart 97 Economic Context for Wipes
Chart 98 Real Gdp Growth 2020-2030
Chart 99 Inflation 2020-2030
Chart 100 Consumer Context for Wipes
Chart 101 Population 2020-2030
Chart 102 Consumer Expenditure 2020-2030
Chart 103 Population by Generation 2025
Retail Tissue in Latvia
Key Data Insights
Maxima and Rimi Intensify Price Competition to Ensure Affordability
Chart 104 Key Industry Trends for Retail Tissue
Maxima and Rimi Intensify Price Competition to Ensure Affordability
Chart 105 Price war between major retailers increases affordability.
Private Label Expansion Displaces Smaller Brands and Shifts Consumer Choices
Chart 106 Major retailers intensify competition between brands and private label
Chart 107 Value Sales 2020-2030
Chart 108 Volume Sales 2020-2030
Chart 109 Value Sales by Category 2025
Private Label and Large Packs Drive Value-Conscious Purchasing
Toilet Paper Retains Lead While Paper Towels Gain Momentum
Population Decline and Rising Expenditure Shape Long-Term Dynamics
Chart 110 Forecast Value Sales 2020-2030
Chart 111 Forecast Value Sales by Category 2025-2030
Maxima and Rimi Drive Consolidation as Private Label Gains Momentum
Chart 112 Analyst Insight for Retail Tissue
Chart 113 Company Shares 2025
Chart 114 Brand Shares 2025
Maxima and Rimi Boost Sales with Promotions and Private Label
Online Platforms Win Shoppers with Convenience and Promotional Focus
Promotion-Led Competition and Omnichannel Integration Shape the Future
Chart 115 Retail Channels 2020-2025
Chart 116 Economic Context for Retail Tissue
Chart 117 Real Gdp Growth 2020-2030
Chart 118 Inflation 2020-2030
Chart 119 Consumer Context for Retail Tissue
Chart 120 Population 2020-2030
Chart 121 Consumer Expenditure 2020-2030
Chart 122 Population by Generation 2025
Rx/Reimbursement Adult Incontinence in Latvia
Key Data Insights
Tena Men Expands Design Options as Convenience Drives Uptake
Chart 123 Key Industry Trends for Rx/Reimbursement Adult Incontinence
Tena Men Expands Design Options as Convenience Drives Uptake
Chart 124 Tena Men enhances convenience through product design
Consumer Demand for Tailored Design Reshapes Product Innovation
Chart 125 Specially designed products is a growing trend.
Chart 126 Value Sales 2020-2030
Chart 127 Volume Sales 2020-2030
Tailored Product Launches Meet Rising Demand for Discretion
Manufacturers Introduce Discreet Formats as Stigma Recedes
Chart 128 Forecast Value Sales 2020-2030
State-Backed Reimbursement Channels Sustain Stable Product Uptake
Chart 129 Economic Context for Rx/Reimbursement Adult Incontinence
Chart 130 Real Gdp Growth 2020-2030
Chart 131 Inflation 2020-2030
Chart 132 Consumer Context for Rx/Reimbursement Adult Incontinence
Chart 133 Population 2020-2030
Chart 134 Consumer Expenditure 2020-2030
Chart 135 Population by Generation 2025
Country Reports Disclaimer
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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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other 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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- Disposable Period Pants
- 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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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
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- 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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- Disposable Period Pants
- 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
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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.
See all of our definitions
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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