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Beauty and personal care suffered strongly from the outbreak of Coronavirus (COVID-19) in 2020, and the measures introduced to halt the spread of the virus in Latvia. More decorative categories and premium segments tended to be most negatively impacted as consumers turned away from non-immediate need or non-essential products. They also bucked the general review period by shifting away from premium and back towards cheaper mass brands as economic recession hit the country in the wake of COVID-19...
Euromonitor International's Beauty and Personal Care in Latvia report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2016-2020, allowing you to identify the sectors driving growth. Forecasts to 2025 illustrate how the market is set to change.
Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
Get a detailed picture of the Beauty and Personal Care market; Pinpoint growth sectors and identify factors driving change; Understand the competitive environment, the market's major players and leading brands; Use five-year forecasts to assess how the market is predicted to develop.TABLE OF CONTENTS
List Of Contents And Tables
EXECUTIVE SUMMARY
COVID-19 impact on beauty and personal care
COVID-19 country impact
Company response
Retailing shift
What next for beauty and personal care?
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2015-2020 Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020 Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020 Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020 Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2015-2020 Table 7 Distribution of Beauty and Personal Care by Format: % Value 2015-2020 Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2020 Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025 Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2020-2025GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research SourcesMASS BEAUTY AND PERSONAL CARE IN LATVIA
KEY DATA FINDINGS
2020 IMPACT
Coronavirus (COVID-19) has overall negative impact due to many non-essential products
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
RECOVERY AND OPPORTUNITIES
Rebound anticipated in 2021 as consumers return to work, study and social norms
Consumers set to continue to favour mass over premium brands amid tough economic conditions
Convenience and safety to continue to underpin a shift towards e-commerce
CATEGORY DATA
Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2015-2020 Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2016-2020 Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2017-2020 Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2020-2025 Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2020-2025PREMIUM BEAUTY AND PERSONAL CARE IN LATVIA
KEY DATA FINDINGS
2020 IMPACT
Premium beauty and personal care hit by fewer opportunities for use and limited access to products
Premium bath and shower benefits from hygiene alert, but non-essential premium products lose out
L'Oreal and Stenders benefit from a presence in premium bath and shower
RECOVERY AND OPPORTUNITIES
Emerging affluent and sophisticated urban consumer base holds the key to an upturn in demand
Return to pre-COVID-19 work and social behaviours set to see rebound in demand for products hit by the pandemic
Convenience and safety expected to continue to boost shift to e-commerce
CATEGORY DATA
Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2015-2020 Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2016-2020 Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2017-2020 Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2020-2025 Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2020-2025BABY AND CHILD-SPECIFIC PRODUCTS IN LATVIA
KEY DATA FINDINGS
2020 IMPACT
Moderate sales dip overall in 2020 as school closures reduce the need for many items, but increase usage of others
Fall back on the home for childcare boosts nappy (diaper) rash treatments
Major internationals leverage long presence and quality image to retain leading brand positions
RECOVERY AND OPPORTUNITIES
Retail volume growth expected to set the pace as COVID-19 slows the key affluent consumer trend
Return to school and social/leisure norms predicted to boost sales
Key demographic trends expected to hamper growth potential in the forecast period
CATEGORY DATA
Table 23 Sales of Baby and Child-specific Products by Category: Value 2015-2020 Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2015-2020 Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2015-2020 Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2016-2020 Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2017-2020 Table 28 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2017-2020 Table 29 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2017-2020 Table 30 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025 Table 31 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025 Table 32 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025BATH AND SHOWER IN LATVIA
KEY DATA FINDINGS
2020 IMPACT
Relative inelastic demand for daily-use bath and shower products absorbs impact of the pandemic
Spike in demand for hand disinfectants pushes dynamic sales growth for liquid soap
Local players step up to the plate in the fight against the spread of COVID-19
RECOVERY AND OPPORTUNITIES
Limited growth potential due to maturity as the COVID-19 spike recedes
Climate change offers volume growth opportunities amid population decline
Allure of convenient and safer shopping set to continue shift towards e-commerce
CATEGORY DATA
Table 33 Sales of Bath and Shower by Category: Value 2015-2020 Table 34 Sales of Bath and Shower by Category: % Value Growth 2015-2020 Table 35 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020 Table 36 NBO Company Shares of Bath and Shower: % Value 2016-2020 Table 37 LBN Brand Shares of Bath and Shower: % Value 2017-2020 Table 38 LBN Brand Shares of Premium Bath and Shower: % Value 2017-2020 Table 39 Forecast Sales of Bath and Shower by Category: Value 2020-2025 Table 40 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025 Table 41 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025COLOUR COSMETICS IN LATVIA
KEY DATA FINDINGS
2020 IMPACT
Stay-at-home measures reduce the need or desire to wear colour cosmetics during the pandemic
Eye make-up and nail products see the biggest sales declines as consumers tend to be well stocked with these items
The competitive landscape is stable as the low demand for colour cosmetics limits the potential for brand shifts
RECOVERY AND OPPORTUNITIES
Wider range of products and more natural options offer growth opportunities in the forecast period
Trend for more sophisticated, added-value products through beauty specialists set to resurface
Shifts to beauty specialists and e-commerce threaten direct selling
CATEGORY DATA
Table 42 Sales of Colour Cosmetics by Category: Value 2015-2020 Table 43 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020 Table 44 Sales of Colour Cosmetics by Premium vs Mass: % Value 2015-2020 Table 45 NBO Company Shares of Colour Cosmetics: % Value 2016-2020 Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020 Table 47 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020 Table 48 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025 Table 49 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025 Table 50 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2020-2025DEODORANTS IN LATVIA
KEY DATA FINDINGS
2020 IMPACT
Perception of deodorants as essential personal care products limits sales decline during Coronavirus (COVID-19)
COVID-19 leaves deodorant sprays more exposed to heightened economic and health concerns
Global players leverage strong resources and brand positioning to control deodorants
RECOVERY AND OPPORTUNITIES
More sophisticated offer anticipated although demographic trends are predicted to limit growth potential
Milder roll-on and cream options set to increase pressure on sprays
Health and beauty specialists expected to develop offer through health and wellness and problem-solving options
CATEGORY DATA
Table 51 Sales of Deodorants by Category: Value 2015-2020 Table 52 Sales of Deodorants by Category: % Value Growth 2015-2020 Table 53 Sales of Deodorants by Premium vs Mass: % Value 2015-2020 Table 54 NBO Company Shares of Deodorants: % Value 2016-2020 Table 55 LBN Brand Shares of Deodorants: % Value 2017-2020 Table 56 LBN Brand Shares of Premium Deodorants: % Value 2017-2020 Table 57 Forecast Sales of Deodorants by Category: Value 2020-2025 Table 58 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025 Table 59 Forecast Sales of Deodorants by Premium vs Mass: % Value 2020-2025DEPILATORIES IN LATVIA
KEY DATA FINDINGS
2020 IMPACT
Fewer opportunities for outdoor activities reduce frequency of hair removal regimes
Essential and lower-priced women's razors and blades retain demand during the pandemic
General drop in demand and maturity reduce the opportunities for significant movement in the competitive landscape
RECOVERY AND OPPORTUNITIES
Depilatories set to recover demand as consumers return to work and social norms
Robust channel shift to e-commerce as consumers seek convenience, safety and competitive prices
Laser procedures set to emerge as significant alternatives to depilatories as beauty salons reopen and the economy improves
CATEGORY DATA
Table 60 Sales of Depilatories by Category: Value 2015-2020 Table 61 Sales of Depilatories by Category: % Value Growth 2015-2020 Table 62 NBO Company Shares of Depilatories: % Value 2016-2020 Table 63 LBN Brand Shares of Depilatories: % Value 2017-2020 Table 64 Forecast Sales of Depilatories by Category: Value 2020-2025 Table 65 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025FRAGRANCES IN LATVIA
KEY DATA FINDINGS
2020 IMPACT
Non-essential fragrances among the first items to be left on the shelf with the onset of Coronavirus (COVID-19)
The limits on socialising hit the purchase of fragrances as gifts in 2020
The top three players continue to benefit from shift to premium brands, while value for money prices prop up direct sellers
RECOVERY AND OPPORTUNITIES
Demographic, economic and social trends expected to slow the recovery of fragrances
Further shift to e-commerce anticipated as consumers seek convenience, wide choice and competitive prices
Tendency to use lower quantities of fragrances frees up consumers to purchase higher-priced premium brands
CATEGORY DATA
Table 66 Sales of Fragrances by Category: Value 2015-2020 Table 67 Sales of Fragrances by Category: % Value Growth 2015-2020 Table 68 NBO Company Shares of Fragrances: % Value 2016-2020 Table 69 LBN Brand Shares of Fragrances: % Value 2017-2020 Table 70 LBN Brand Shares of Premium Men's Fragrances: % Value 2017-2020 Table 71 LBN Brand Shares of Premium Women's Fragrances: % Value 2017-2020 Table 72 Forecast Sales of Fragrances by Category: Value 2020-2025 Table 73 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025HAIR CARE IN LATVIA
KEY DATA FINDINGS
2020 IMPACT
Coronavirus (COVID-19) lookdown reduces the frequency of hair care regimes
Heightened stress levels stimulate sales of hair loss treatments and medicated shampoos during COVID-19
Established reputations and greater resources help multinationals to maintain control of hair care
RECOVERY AND OPPORTUNITIES
Return to work and social norms and hair care regimes expected to stimulate a rebound in sales
Consumers set to return to salons to fix neglected hairstyles and hair damage, although economic pressures may limit flows
Pre-COVID-19 trends set to resurface to create growth opportunities in hair care
CATEGORY DATA
Table 74 Sales of Hair Care by Category: Value 2015-2020 Table 75 Sales of Hair Care by Category: % Value Growth 2015-2020 Table 76 Sales of Hair Care by Premium vs Mass: % Value 2015-2020 Table 77 NBO Company Shares of Hair Care: % Value 2016-2020 Table 78 LBN Brand Shares of Hair Care: % Value 2017-2020 Table 79 NBO Company Shares of Salon Professional Hair Care: % Value 2016-2020 Table 80 LBN Brand Shares of Salon Professional Hair Care: % Value 2017-2020 Table 81 LBN Brand Shares of Premium Hair Care: % Value 2017-2020 Table 82 Forecast Sales of Hair Care by Category: Value 2020-2025 Table 83 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025 Table 84 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025MEN'S GROOMING IN LATVIA
KEY DATA FINDINGS
2020 IMPACT
The pandemic sees sales slump as men relax their personal grooming regimes
Reduced need to use men's grooming products and economic concerns stem small but steady shift towards premium options
Steep fall in demand limits the potential for company and brand share movements
RECOVERY AND OPPORTUNITIES
Negative demographic trends set to limit the take up of men's grooming products
Emergence of unisex products expected to 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
CATEGORY DATA
Table 85 Sales of Men's Grooming by Category: Value 2015-2020 Table 86 Sales of Men's Grooming by Category: % Value Growth 2015-2020 Table 87 Sales of Men's Razors and Blades by Type: % Value Breakdown 2016-2020 Table 88 Sales of Men's Skin Care by Type: % Value Breakdown 2016-2020 Table 89 NBO Company Shares of Men's Grooming: % Value 2016-2020 Table 90 LBN Brand Shares of Men's Grooming: % Value 2017-2020 Table 91 LBN Brand Shares of Men's Razors and Blades: % Value 2017-2020 Table 92 Forecast Sales of Men's Grooming by Category: Value 2020-2025 Table 93 Forecast Sales of Men's Grooming by Category: % Value Growth 2020-2025ORAL CARE IN LATVIA
KEY DATA FINDINGS
2020 IMPACT
Perception of some products as essential limits the negative impact of Coronavirus (COVID-19) on oral care
Media reports of the presence of virus-killing agents in rinsing fluids creates interest in certain dental rinses
The competition intensifies due to lower consumption and innovation via leading brands
RECOVERY AND OPPORTUNITIES
Quick recovery expected although a preference for low-priced, basic options set to restrain growth potential
Gradual shift to electric toothbrushes anticipated as consumers seek convenient and effective oral care routines
Pharma-positioned products offer value bright spots in a mature category
CATEGORY DATA
Table 94 Sales of Oral Care by Category: Value 2015-2020 Table 95 Sales of Oral Care by Category: % Value Growth 2015-2020 Table 96 Sales of Toothbrushes by Category: Value 2015-2020 Table 97 Sales of Toothbrushes by Category: % Value Growth 2015-2020 Table 98 Sales of Toothpaste by Type: % Value Breakdown 2016-2020 Table 99 NBO Company Shares of Oral Care: % Value 2016-2020 Table 100 LBN Brand Shares of Oral Care: % Value 2017-2020 Table 101 Forecast Sales of Oral Care by Category: Value 2020-2025 Table 102 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025 Table 103 Forecast Sales of Toothbrushes by Category: Value 2020-2025 Table 104 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025SKIN CARE IN LATVIA
KEY DATA FINDINGS
2020 IMPACT
Lockdown and economic concerns see consumers economise on skin care regimes
Strong focus on personal hygiene and need for pampering boost hand care and face masks and limit COVID-19's impact on other skin care products
Direct selling companies come under more concerted pressure due to COVID-19 restrictions and the accelerated development of e-commerce
RECOVERY AND OPPORTUNITIES
Return to pre-pandemic lifestyles set to see a rebound in the application and sales of skin care products
Attention expected to be directed towards men in search of new growth opportunities
Players set to return to pre-pandemic growth drivers to spark recovery in the forecast period
CATEGORY DATA
Table 105 Sales of Skin Care by Category: Value 2015-2020 Table 106 Sales of Skin Care by Category: % Value Growth 2015-2020 Table 107 NBO Company Shares of Skin Care: % Value 2016-2020 Table 108 LBN Brand Shares of Skin Care: % Value 2017-2020 Table 109 LBN Brand Shares of Premium Skin Care: % Value 2017-2020 Table 110 Forecast Sales of Skin Care by Category: Value 2020-2025 Table 111 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025SUN CARE IN LATVIA
KEY DATA FINDINGS
2020 IMPACT
Lockdown and travel restrictions engender a slump in sun care sales
The demand for baby and child-specific sun care is sustained as parents are less willing to hold back on products for their offspring
Low consumption and a lack of new product development militate against significant movement in the competitive landscape
RECOVERY AND OPPORTUNITIES
Slow return to pre-pandemic sales levels as economic and health concerns limit spending and rebound in outbound tourism flows
Warmer climate trend and lifting of travel restrictions offer growth opportunities for sun care
SPF-enriched skin care products have the potential to divert some demand away from specialised sun care products
CATEGORY DATA
Table 112 Sales of Sun Care by Category: Value 2015-2020 Table 113 Sales of Sun Care by Category: % Value Growth 2015-2020 Table 114 Sales of Sun Care by Premium vs Mass: % Value 2015-2020 Table 115 NBO Company Shares of Sun Care: % Value 2016-2020 Table 116 LBN Brand Shares of Sun Care: % Value 2017-2020 Table 117 LBN Brand Shares of Premium Adult Sun Care: % Value 2017-2020 Table 118 Forecast Sales of Sun Care by Category: Value 2020-2025 Table 119 Forecast Sales of Sun Care by Category: % Value Growth 2020-2025 Table 120 Forecast Sales of Sun Care by Premium vs Mass: % Value 2020-2025