Table of Content

Beauty and Personal Care in Latvia
Euromonitor International
June 2022

List Of Contents And Tables

BEAUTY AND PERSONAL CARE IN LATVIA
EXECUTIVE SUMMARY
Beauty and personal care in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for beauty and personal care?
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2016-2021
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2017-2021
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2017-2021
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2018-2021
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2016-2021
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2016-2021
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2021
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2021-2026
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN LATVIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Mass brands continue to dominate sales, especially in basic essential categories
Heightened hygiene awareness in the wake of COVID-19 boosts bath and shower and hand care
The competitive landscape is stable as established multinationals hold sway
PROSPECTS AND OPPORTUNITIES
Positive current value growth expected for mass products over the forecast period
Consumers will favour mass over premium brands amidst tough economic conditions
Convenience will underpin a continued shift towards e-commerce
CATEGORY DATA
Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2016-2021
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2017-2021
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2018-2021
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2021-2026
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2021-2026
PREMIUM BEAUTY AND PERSONAL CARE IN LATVIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Sales benefit from an increasingly sophisticated and affluent urban consumer base
Premium bath and shower benefits from increased hygiene awareness during the pandemic
L’Or?al and Coty maintain their leading positions in premium beauty and personal care
PROSPECTS AND OPPORTUNITIES
Emerging affluent and sophisticated urban consumer base holds the key to continued growth
Return to pre-COVID-19 work and social behaviour sees a rebound in demand for products hit by the pandemic
Convenience expected to continue to boost shift to e-commerce
CATEGORY DATA
Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2016-2021
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2017-2021
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2018-2021
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2021-2026
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2021-2026
BABY AND CHILD-SPECIFIC PRODUCTS IN LATVIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
After the sales dip in 2020 baby and child-specific products returns to positive growth in 2021
E-commerce sales continue to grow in 2021
Lidl enters the Latvian market
PROSPECTS AND OPPORTUNITIES
Key demographic trends will continue to hamper growth potential in the forecast period
Online shopping will maintain its popularity
Natural and sustainable products expected to enjoy rising demand
CATEGORY DATA
Table 23 Sales of Baby and Child-specific Products by Category: Value 2016-2021
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2016-2021
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2016-2021
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2017-2021
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2018-2021
Table 28 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2018-2021
Table 29 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2018-2021
Table 30 Forecast Sales of Baby and Child-specific Products by Category: Value 2021-2026
Table 31 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2021-2026
Table 32 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2021-2026
BATH AND SHOWER IN LATVIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Bath and shower continues growing throughout the pandemic
Despite seeing declining sales in 2021, demand for hand sanitisers remains well above pre-pandemic levels
Lidl opens its first Latvian stores, which stock beauty and personal care products under its Cien line
PROSPECTS AND OPPORTUNITIES
Positive current value growth expected, but volumes to decline over the forecast period
Allure of convenient shopping will continue the shift towards e-commerce
Natural and non-allergenic ingredients will continue to gain ground
CATEGORY DATA
Table 33 Sales of Bath and Shower by Category: Value 2016-2021
Table 34 Sales of Bath and Shower by Category: % Value Growth 2016-2021
Table 35 Sales of Bath and Shower by Premium vs Mass: % Value 2016-2021
Table 36 NBO Company Shares of Bath and Shower: % Value 2017-2021
Table 37 LBN Brand Shares of Bath and Shower: % Value 2018-2021
Table 38 LBN Brand Shares of Premium Bath and Shower: % Value 2018-2021
Table 39 Forecast Sales of Bath and Shower by Category: Value 2021-2026
Table 40 Forecast Sales of Bath and Shower by Category: % Value Growth 2021-2026
Table 41 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2021-2026
COLOUR COSMETICS IN LATVIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Strong but no full recovery seen for colour cosmetics in 2021
Nail products see the biggest sales declines as consumers tend to be well stocked with these items
Stable competitive landscape in colour cosmetics
PROSPECTS AND OPPORTUNITIES
Health and sustainability expected to be key focus areas over the forecast period
Shrinking and ageing population will see players concentrate on innovation and added-value offerings
E-commerce could eat into the direct selling share in colour cosmetics
CATEGORY DATA
Table 42 Sales of Colour Cosmetics by Category: Value 2016-2021
Table 43 Sales of Colour Cosmetics by Category: % Value Growth 2016-2021
Table 44 Sales of Colour Cosmetics by Premium vs Mass: % Value 2016-2021
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2017-2021
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2018-2021
Table 47 LBN Brand Shares of Premium Colour Cosmetics: % Value 2018-2021
Table 48 Forecast Sales of Colour Cosmetics by Category: Value 2021-2026
Table 49 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2021-2026
Table 50 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2021-2026
DEODORANTS IN LATVIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Deodorants returns to seeing positive growth in 2021
Deodorant sprays underperforming due to health and environmental concerns
Lidl enters the Latvian market, offering local consumers products under its Cien line
PROSPECTS AND OPPORTUNITIES
More sophisticated offer anticipated, although demographic trends are predicted to limit growth potential
Health and sustainability will be key focus areas for deodorants
E-commerce likely to continue gaining share in deodorants
CATEGORY DATA
Table 51 Sales of Deodorants by Category: Value 2016-2021
Table 52 Sales of Deodorants by Category: % Value Growth 2016-2021
Table 53 Sales of Deodorants by Premium vs Mass: % Value 2016-2021
Table 54 NBO Company Shares of Deodorants: % Value 2017-2021
Table 55 LBN Brand Shares of Deodorants: % Value 2018-2021
Table 56 LBN Brand Shares of Premium Deodorants: % Value 2018-2021
Table 57 Forecast Sales of Deodorants by Category: Value 2021-2026
Table 58 Forecast Sales of Deodorants by Category: % Value Growth 2021-2026
Table 59 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2021-2026
DEPILATORIES IN LATVIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Depilatories returns to positive growth in 2021, but full recovery not expected until 2022
Women’s razors and blades the best-performing category in depilatories
Lidl enters depilatories with its Cien line of products
PROSPECTS AND OPPORTUNITIES
Depilatories to see demand recover as society returns to normal in the post-pandemic period
Laser procedures a potential competitor for depilatories
Continued channel shift to e-commerce as consumers seek convenience and competitive prices
CATEGORY DATA
Table 60 Sales of Depilatories by Category: Value 2016-2021
Table 61 Sales of Depilatories by Category: % Value Growth 2016-2021
Table 62 NBO Company Shares of Depilatories: % Value 2017-2021
Table 63 LBN Brand Shares of Depilatories: % Value 2018-2021
Table 64 Forecast Sales of Depilatories by Category: Value 2021-2026
Table 65 Forecast Sales of Depilatories by Category: % Value Growth 2021-2026
FRAGRANCES IN LATVIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Fragrances rebound with strong growth in 2021, but full recovery still a little way off
E-commerce now accounts for more than a quarter of fragrances sales
Leading players benefit from the shift to premium brands, while direct sellers offer value-for-money prices
PROSPECTS AND OPPORTUNITIES
Growth will slow after the initial rebound from the pandemic-induced sales decline
Further shift to e-commerce anticipated as consumers seek convenience, wide choice and competitive prices
Demographic and social trends expected to slow sales growth in fragrances
CATEGORY DATA
Table 66 Sales of Fragrances by Category: Value 2016-2021
Table 67 Sales of Fragrances by Category: % Value Growth 2016-2021
Table 68 NBO Company Shares of Fragrances: % Value 2017-2021
Table 69 LBN Brand Shares of Fragrances: % Value 2018-2021
Table 70 LBN Brand Shares of Premium Men’s Fragrances: % Value 2018-2021
Table 71 LBN Brand Shares of Premium Women’s Fragrances: % Value 2018-2021
Table 72 Forecast Sales of Fragrances by Category: Value 2021-2026
Table 73 Forecast Sales of Fragrances by Category: % Value Growth 2021-2026
HAIR CARE IN LATVIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Hair care rebounds to pre-pandemic sales levels in 2021
Sales of hair loss treatments and medicated shampoos hold up well during the pandemic
Lidl’s Cien line of hair care products become available in Latvia
PROSPECTS AND OPPORTUNITIES
Post-pandemic return to normality and importance of hair care regimes will drive the rebound in sales
Natural and sustainable products likely to be in demand over the coming years
Demographic trends working against hair care sales
CATEGORY DATA
Table 74 Sales of Hair Care by Category: Value 2016-2021
Table 75 Sales of Hair Care by Category: % Value Growth 2016-2021
Table 76 Sales of Hair Care by Premium vs Mass: % Value 2016-2021
Table 77 NBO Company Shares of Hair Care: % Value 2017-2021
Table 78 LBN Brand Shares of Hair Care: % Value 2018-2021
Table 79 NBO Company Shares of Salon Professional Hair Care: % Value 2017-2021
Table 80 LBN Brand Shares of Salon Professional Hair Care: % Value 2018-2021
Table 81 LBN Brand Shares of Premium Hair Care: % Value 2018-2021
Table 82 Forecast Sales of Hair Care by Category: Value 2021-2026
Table 83 Forecast Sales of Hair Care by Category: % Value Growth 2021-2026
Table 84 Forecast Sales of Hair Care by Premium vs Mass: % Value 2021-2026
MEN’S GROOMING IN LATVIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Positive growth seen in 2021 after the losses recorded in 2020
Trend towards premium products in men’s grooming resumes in 2021 after being interrupted by the pandemic
Lidl opens its first stores in Latvia and is offering Cien private label products in these new outlets
PROSPECTS AND OPPORTUNITIES
Emergence of unisex products could hinder interest in specialised men’s grooming options
Popularity of beards and facial hair offers opportunities to develop new types of men’s grooming products
Demographic trends could limit the take-up of men’s grooming products
CATEGORY DATA
Table 85 Sales of Men’s Grooming by Category: Value 2016-2021
Table 86 Sales of Men’s Grooming by Category: % Value Growth 2016-2021
Table 87 Sales of Men’s Razors and Blades by Type: % Value Breakdown 2018-2021
Table 88 Sales of Men’s Skin Care by Type: % Value Breakdown 2018-2021
Table 89 NBO Company Shares of Men’s Grooming: % Value 2017-2021
Table 90 LBN Brand Shares of Men’s Grooming: % Value 2018-2021
Table 91 LBN Brand Shares of Men’s Razors and Blades: % Value 2018-2021
Table 92 Forecast Sales of Men’s Grooming by Category: Value 2021-2026
Table 93 Forecast Sales of Men’s Grooming by Category: % Value Growth 2021-2026
ORAL CARE IN LATVIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Current value growth returns to positive territory in 2021, although volume sales are still in decline
Media reports of the presence of virus-killing agents in rinsing fluids creates interest in certain dental rinses
Lidl’s Dentalux private label line is the “new kid on the block”
PROSPECTS AND OPPORTUNITIES
Demographic trends could hold back growth, but pharma-positioned products could be a bright spot
Electric toothbrushes will continue to see strong current value growth
Low-priced basic options expected to remain popular
CATEGORY DATA
Table 94 Sales of Oral Care by Category: Value 2016-2021
Table 95 Sales of Oral Care by Category: % Value Growth 2016-2021
Table 96 Sales of Toothbrushes by Category: Value 2016-2021
Table 97 Sales of Toothbrushes by Category: % Value Growth 2016-2021
Table 98 Sales of Toothpaste by Type: % Value Breakdown 2017-2021
Table 99 NBO Company Shares of Oral Care: % Value 2017-2021
Table 100 LBN Brand Shares of Oral Care: % Value 2018-2021
Table 101 Forecast Sales of Oral Care by Category: Value 2021-2026
Table 102 Forecast Sales of Oral Care by Category: % Value Growth 2021-2026
Table 103 Forecast Sales of Toothbrushes by Category: Value 2021-2026
Table 104 Forecast Sales of Toothbrushes by Category: % Value Growth 2021-2026
SKIN CARE IN LATVIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Return to growth for skin care in 2021 after the dip in sales seen a year earlier
Face masks continues performing positively
Direct selling losing share to e-commerce but still the leading non-store retailing channel
PROSPECTS AND OPPORTUNITIES
Growth expected in skin care as consumers return to pre-pandemic lifestyles
Rising interest expected in dermocosmetics
Shrinking population could see players turn their attention towards men in search of new growth opportunities
CATEGORY DATA
Table 105 Sales of Skin Care by Category: Value 2016-2021
Table 106 Sales of Skin Care by Category: % Value Growth 2016-2021
Table 107 NBO Company Shares of Skin Care: % Value 2017-2021
Table 108 LBN Brand Shares of Skin Care: % Value 2018-2021
Table 109 LBN Brand Shares of Premium Skin Care: % Value 2018-2021
Table 110 Forecast Sales of Skin Care by Category: Value 2021-2026
Table 111 Forecast Sales of Skin Care by Category: % Value Growth 2021-2026
SUN CARE IN LATVIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Sun care rebounds to positive growth in 2021, but remains short of a full sales recovery due to ongoing travel restrictions
Weak performance for baby and child-specific sun care in 2021 after demand held up relatively well in 2020
Dzintars products rebranded as HA Brieger
PROSPECTS AND OPPORTUNITIES
Warmer climate trend and lifting of travel restrictions to drive growth in sun care
SPF-enriched skin care products could steal some sales from specialised sun care products
Lidl opens its first stores in Latvia, likely leading to an increasing private label presence in sun care
CATEGORY DATA
Table 112 Sales of Sun Care by Category: Value 2016-2021
Table 113 Sales of Sun Care by Category: % Value Growth 2016-2021
Table 114 Sales of Sun Care by Premium vs Mass: % Value 2016-2021
Table 115 NBO Company Shares of Sun Care: % Value 2017-2021
Table 116 LBN Brand Shares of Sun Care: % Value 2018-2021
Table 117 LBN Brand Shares of Premium Adult Sun Care: % Value 2018-2021
Table 118 Forecast Sales of Sun Care by Category: Value 2021-2026
Table 119 Forecast Sales of Sun Care by Category: % Value Growth 2021-2026