Competitive Landscape
Procter & Gamble and Drogas Defend Share as Private Label Investment Accelerates
Wipes in Latvia is moderately concentrated, with the leading company, Procter & Gamble Marketing Latvia Ltd SIA, holding a 18% retail value share in 2025, followed by Drogas AS at 12%, and Kimberly-Clark Corp at 11%. Over the review period, concentration among the top companies has shifted, with Procter & Gamble increasing its share from 15% in 2020 to a peak of 19% in 2023, before settling at 18% in 2025, and Drogas AS growing from 11% in 2020 to 12% in 2025.
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Overview:
Understand the latest market trends and future growth opportunities for the Wipes 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 Wipes 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 Wipes 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 Wipes in Latvia?
- Which are the leading brands in Wipes in Latvia?
- How are products distributed in Wipes 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 Wipes products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Wipes in Latvia - Category analysis
Key Data Insights
Drogas Secures Loyalty with Babydream Wipes as Price-Sensitive Shoppers Seek Value
Drogas Secures Loyalty with Babydream Wipes as Price-Sensitive Shoppers Seek Value
Pampers Harmony and Wet Toilet Paper Diversify Wipes as Convenience and Natural Claims Drive Resilience
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
Procter & Gamble and Drogas Defend Share as Private Label Investment Accelerates
Maxima and Rimi Drive Sales with Deep Promotions and a Wide Choice
Online Channels Attract Shoppers with Promotions and Fast Delivery
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:
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
Wipes
This is the aggregation of personal wipes and household cleaning wipes
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 Wipes research and analysis database.
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