In 2024, economic conditions played a significant role in shaping the development of the tobacco market in Latvia, with rising price sensitivity driving noticeable shifts in consumer behaviour. As inflation pressures and increased excise duties continued to erode disposable incomes, many smokers began seeking more affordable alternatives to factory-made cigarettes. This led to a growing preference for lower-cost options such as fine cut tobacco, which also offered greater flexibility. At the sam

Retail volume sales of cigarettes in Latvia declined in 2024, underscoring the ongoing impact of decreasing smoking prevalence and a significant consumer shift towards lower-cost or reduced-risk alternatives. Among these alternatives, Closed System Single-Use (CSSU) products are emerging as the fastest-growing category, outperforming other options in the market.

Cigars and cigarillos represents a shrinking category within Latvia’s broader tobacco market, a trend which continued into 2024. Cigars has seen a steady, albeit modest, decline - reflecting limited consumer appeal, infrequent usage, and a lack of brand innovation. Cigarillos meanwhile, has experienced a sharper downturn in recent years. This has been accelerated by the exit of major manufacturers such as JTI and the implementation of flavour bans, which removed a key point of differentiation fo

Smokeless tobacco, e-vapour products and heated tobacco has evolved into a structurally diverse market in Lativia, through performance varies considerably by format. Heated tobacco remains the largest and most mature category, having experienced strong volume growth in over the review period. Despite a minor dip in 2024, it remains resilient, with most players expected to pursue renewed growth through product innovation and by an expanded retail presence - especially in light of tightening restr

Colour cosmetics registered both healthy current value and volume growth in Latvia in 2024. Affordability, as well as continuing innovation, supported growth. In addition, influencers on social media are playing an increasing role in driving sales, particularly for consumers under 30 years of age.

Among all beauty and personal care products in Latvia in 2024, fragrances was the star performer, registering healthy current value and volume growth. Gifting occasions like birthdays and Christmas, along with more day-to-day use, supported both male and female fragrance sale. Retailers also invested heavily in storytelling and seasonal campaigns, positioning scents as part of wellness, mood and personal identity.

Hair care in Latvia registered modest current value growth in 2024, though volume growth was minimal, as continuing population decline dampened volume sales. Consumers remained committed to basics such as shampoo and conditioner, but also showed more interest in scalp health, frizz control and moisture-boosting treatments. Promotional activity remained strong across grocery, pharmacy and online helping to support regular replenishment and encourage trials of new variants or formats.

Men’s grooming saw a healthy rise in value sales in Latvia in 2024. Interest in skin care, beard care, and fragrance continued to grow, particularly for younger men of under 30-years-of-age. Grooming was increasingly seen as part of broader self-care, and that was reflected in subtle changes in messaging, with less about shaving and more about daily confidence and upkeep.

Beauty and personal care registered healthy current value growth in Latvia in 2024. However, volume growth was more muted, as continuing population decline dampened volume sales. Shoppers continued to prioritise core proudcts such as skin care, hair care and oral care, while also investing in less essential offerings such as colour cosmetics and fragrances. Price sensitivity remained a factor, but there was also a willingness to spend on trusted or benefit-led products. In particular, products t

Bath and shower registered minimal value growth in Latvia 2024, with volume sales falling slightly, partly due to continuing population decline. Consumers stuck to essential offerings like liquid soaps, shower gels and bath foams. Promotions were frequent, especially for family-size formats or multipacks, and grocery retailers regularly included these items in weekly promotional leaflets to drive volume.

Depilatories registered minimal value growth in Latvia 2024, with volume sales falling slightly, partly due to continuing population decline. Another reason for the muted performance is that more women are investing in permanent hair removal, as well as other salon treatments. That said, at-home products still hold relevance for consumers who want a quick fix or are looking for cost-effective solutions, especially in the summer months.

Sun care in Latvia was one of the top performers in 2024, registering both healthy current value and volume growth. A long, hot summer supported volume sales. In addition, there is growing understanding of the dangers of UV exposure and this also supported growth and is seeing more consumers wearing sun protection all year round. As such, consumers, and in particular women, are increasingly looking for lightweight, fast-absorbing sun protection that can be worn under make-up.

Deodorants in Latvia registered modest current value growth in 2024, though volume growth was minimal, as continuing population decline dampened volume sales. While deodorants is largely a routine buy, there was noticeable activity around promotions and multi-pack deals in supermarkets. An example was Maxima which ran a recurring “2 for €5” offer on spray deodorants across major brands such as Dove and Nivea. This promotion was often positioned at aisle corner displays to drive impulse purchases

Skin care remained Latvia’s bestselling beauty and personal care product in 2024, and also registered healthy current value growth. This growth was supported by a growing awareness of skin health, increased focus on self-care and a wave of new product launches across both mass and premium segments. There was increased use of targeted treatments like serums, eye creams, and exfoliants, alongside daily moisturisers. Brands supported value sales by using simple product messaging, often highlighting

Oral care registered a modest increase in current value sales, though volume sales were unchanged. Core products like toothpaste and manual toothbrushes drove the bulk of purchases. However, while value was the key driver of sales, there was also growing interest in products offering additional benefits. For instance, in toothpaste. shoppers showed growing interest in toothpaste with added benefits, such as anti-sensitivity or natural ingredients. Whitening variants with charcoal or baking soda

Baby and child-specific products in Latvia registered modest current value growth in 2024, though volume growth was marginal, as a declining birth rate dampened volume sales. Value sales were supported by trusted essentials, such as baby wipes, shampoos, bath products and barrier creams. Parents stuck with brands they knew, but were also looking out for gentler formulations or products free from synthetic ingredients.

Mass beauty and personal care registered healthy current value growth in 2024 in Latvia, though not as high as for premium. Frequent promotions and consistent shelf presence in both supermarkets and health and beauty stores supported value sales. Budget-conscious shoppers continued to reach for their go-to brands, especially when they were part of bundle deals or were attached to loyalty card perks. Retailers also incentivised consumers with seasonal campaigns. For example, drugstore Drogas ran

Premium beauty and personal care registered healthy current value growth in Latvia in 2024, as consumers embraced small luxuries, particularly in skin care and fragrances. Brands tapped into emotional themes like self-care and personal expression, making premium feel more justifiable even in a price-sensitive climate. Gift sets, clean beauty ranges, and limited editions kept the offer engaging, while retailers supported premium brands with curated displays and online exclusives. Clinical claims,

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. However, the heightened awareness of the importance of hygiene engendered by COVID-19 lingers

Having risen strongly in previous years, retail current value sales of nappies/diapers/pants decreased in 2024, with a decline in the population aged 0-3 the main driver. The emigration of young adults in search of better-paying jobs in Western Europe is a key factor in this. Manufacturers leveraged promotional campaigns and deep discounts to limit the decline in demand. As a result, retail volume sales of nappies/diapers/pants declined at a steeper rate than retail current value sales in 2024.

The rate of growth in retail current value sales of wipes slowed in 2024, with personal wipes–particularly baby wipes and, to a lesser extent, general purpose wipes–accounting for the bulk of demand. Growth for baby wipes was limited by a declining birth rate amid elevated immigration, with growth in retail current value sales mainly driven by price increases, rather than rising volume sales.

The rate of growth in retail current value sales of menstrual care slowed slightly but remained moderate in 2024. This growth was mainly driven by an increase in unit pricing, with only a marginal increase in retail volume sales amid increased public awareness regarding hygiene. An unusually warm summer in 2024, which led local consumers to spend more time outdoors, also added momentum. On the other hand, an ongoing decline in the female population aged 12-54 hampered demand growth.

The rate of growth in current value sales of retail tissue slowed in 2024, mainly due to a slowdown in the rate of unit price growth amid increased discounting. Brand loyalty is limited in retail tissue, with price the main determinant of purchasing decisions. There is also increased demand for larger pack sizes. Toilet paper continued to dominate retail tissue sales, but paper towels remained the best-performing category in terms of value sales growth.

The rate of growth in retail current value sales of away-from-home (AFH) tissue and hygiene slowed significantly in 2024, with AFH toilet paper continuing to account for the bulk of sales, supported by urbanization and rising disposable incomes, as well as increased emphasis on hygiene in public places. Growth in 2024 was undermined in part by a strong base effect, as the easing of COVID-19 restrictions boosted demand in 2023, as local consumers spent less time at home. Meanwhile, after increasi