Tissue and Hygiene in Latvia

May 2025
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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

Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
Table 1 Birth Rates 2019-2024
Table 2 Infant Population 2019-2024
Table 3 Female Population by Age 2019-2024
Table 4 Total Population by Age 2019-2024
Table 5 Households 2019-2024
Table 6 Forecast Infant Population 2024-2029
Table 7 Forecast Female Population by Age 2024-2029
Table 8 Forecast Total Population by Age 2024-2029
Table 9 Forecast Households 2024-2029
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2020-2024
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2021-2024
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2019-2024
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2019-2024
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2024
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2024-2029
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2024-2029

DISCLAIMER

Summary 1 Research Sources

Away-From-Home Tissue and Hygiene in Latvia

KEY DATA FINDINGS

Away-from-home toilet paper accounts for the bulk of retail value sales
An ageing population supports demand growth for away-from-home adult incontinence
Intense price competition limits pace of innovation
Away-from-home toilet paper will continue to underperform
E-commerce will grow in importance
Away-from-home wipers and paper towels will see modest growth in retail constant value sales
Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024
Table 21 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2019-2024
Table 22 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2024
Table 23 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: Value 2024-2029
Table 24 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: % Value Growth 2024-2029

Retail Adult Incontinence in Latvia

KEY DATA FINDINGS

Retail demand is rising but remains very limited
Essity AB’s Tena remains the clear leader
Pharmacies and grocery retailers dominate distribution
Rate of growth in constant value sales will slow significantly
Purchasers of moderate/heavy adult incontinence products will seek maximum absorbency and leakage protection
More specialised products will be launched
Table 25 Sales of Retail Adult Incontinence by Category: Value 2019-2024
Table 26 Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024
Table 27 NBO Company Shares of Retail Adult Incontinence: % Value 2020-2024
Table 28 LBN Brand Shares of Retail Adult Incontinence: % Value 2021-2024
Table 29 Forecast Sales of Retail Adult Incontinence by Category: Value 2024-2029
Table 30 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2024-2029

Nappies/Diapers/Pants in Latvia

KEY DATA FINDINGS

A declining population weighs on demand
Private label a growing threat to Procter & Gamble’s Pampers brand
Discounters grow in importance as a distribution channel
Disposable pants will remain the largest and most dynamic category
Grocery retail chains will benefit from e-commerce growth
Innovation will remain limited
Table 31 Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
Table 32 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024
Table 33 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2020-2024
Table 34 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2021-2024
Table 35 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2024-2029
Table 36 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2024-2029

Menstrual Care in Latvia

KEY DATA FINDINGS

Price rises drive moderate growth in retail current value sales
Procter & Gamble remains top dog, with private label a growing presence
Discounters and e-commerce increasingly important
Declining population impacts sales
Grocery retailers will remain the dominant distribution channel
International players will drive new product development
Table 37 Retail Sales of Menstrual Care by Category: Value 2019-2024
Table 38 Retail Sales of Menstrual Care by Category: % Value Growth 2019-2024
Table 39 NBO Company Shares of Retail Menstrual Care: % Value 2020-2024
Table 40 LBN Brand Shares of Retail Menstrual Care: % Value 2021-2024
Table 41 Forecast Retail Sales of Menstrual Care by Category: Value 2024-2029
Table 42 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2024-2029

Wipes in Latvia

KEY DATA FINDINGS

Baby wipes remain dominant, but falling birth rate limits demand growth
Private label continues to gain ground
Grocery retailers dominate, but e-commerce expanding rapidly
Retail constant value sales to rebound
Moist toilet wipes and general purpose wipes will perform well
Retailers will continue to invest in e-commerce
Table 43 Retail Sales of Wipes by Category: Value 2019-2024
Table 44 Retail Sales of Wipes by Category: % Value Growth 2019-2024
Table 45 NBO Company Shares of Retail Wipes: % Value 2020-2024
Table 46 LBN Brand Shares of Retail Wipes: % Value 2021-2024
Table 47 Forecast Retail Sales of Wipes by Category: Value 2024-2029
Table 48 Forecast Retail Sales of Wipes by Category: % Value Growth 2024-2029

Retail Tissue in Latvia

KEY DATA FINDINGS

Increased discounting limits unit price growth
Leader Essity AB faces strong private label challenge
Discounters and e-commerce continue to grow in importance
A declining population and intense price competition will weigh on growth
Grocery retail will remain dominate
Larger pack sizes will continue to grow in popularity
Table 49 Retail Sales of Tissue by Category: Value 2019-2024
Table 50 Retail Sales of Tissue by Category: % Value Growth 2019-2024
Table 51 NBO Company Shares of Retail Tissue: % Value 2020-2024
Table 52 LBN Brand Shares of Retail Tissue: % Value 2021-2024
Table 53 Forecast Retail Sales of Tissue by Category: Value 2024-2029
Table 54 Forecast Retail Sales of Tissue by Category: % Value Growth 2024-2029

Rx/Reimbursement Adult Incontinence in Latvia

KEY DATA FINDINGS

Rising incidence of dementia boosts demand
Essity AB continues to lead
Public expenditure on long-term care remains relatively low
Tight fiscal policy will limit growth in retail constant value sales
Comfort, discretion and absorbency will remain key
Distribution will become more efficient
Table 55 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2019-2024
Table 56 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2019-2024
Table 57 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2024-2029
Table 58 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2024-2029
Download table of contents
The following categories and subcategories are included:

Tissue and Hygiene

      • AFH Adult Incontinence
      • AFH Boxed Facial Tissues
        • AFH Napkins
        • AFH Tablecloths
      • AFH Paper Towels
      • AFH Toilet Paper
      • AFH Wipers
        • Light Adult Incontinence
        • Moderate/Heavy Adult Incontinence
        • Disposable Pants
          • Junior Nappies/Diapers
          • New Born Nappies/Diapers
          • Standard Nappies/Diapers
        • Pantyliners
        • Tampons
            • Standard Towels with Wings
            • Standard Towels without Wings
            • Slim/Thin/Ultra-Thin Towels with Wings
            • Slim/Thin/Ultra-Thin Towels without Wings
        • Menstrual Care Including Intimate Wipes
            • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
            • Wipes and Refills (Dry Electro-Static)
              • Cleaning Solution
              • Refill Wipes/Pads
            • Starter Kits/Trigger Device
            • 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)
          • General Purpose Wipes
          • Intimate Wipes
          • Baby Wipes
            • Facial Cleansing Wipes
            • Deodorant Wipes
          • Moist Toilet Wipes
      • Paper Towels
        • Napkins
        • Tablecloths
        • Boxed Facial Tissues
        • Pocket Handkerchiefs
      • Toilet Paper
  • Rx/Reimbursement adult incontinence
        • Disposable Pants
          • Junior Nappies/Diapers
          • New Born Nappies/Diapers
          • Standard Nappies/Diapers
        • Pantyliners
        • Tampons
            • Standard Towels With Wings
            • Standard Towels Without Wings
            • Slim/Thin/Ultra-Thin Towels With Wings
            • Slim/Thin/Ultra-Thin Towels Without Wings
        • Menstrual Care Including Intimate Wipes
            • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
            • Wipes and Refills (Dry Electro-Static)
              • Cleaning Solution
              • Refill Wipes/Pads
            • Starter Kits/Trigger Device
            • All Purpose Cleaning Wipes
            • Furniture Polish Wipes
            • Toilet Care Wipes
            • Window/Glass Wipes
            • Other Impregnated Wipes
          • General Purpose Wipes
          • Intimate Wipes
          • Baby Wipes
            • Facial Cleansing Wipes
            • Deodorant Wipes
          • Moist Toilet Wipes
          • AFH Napkins
          • Retail Napkins
          • AFH Tablecloths
          • Retail Tablecloths
          • AFH Boxed Facial Tissues
          • Retail Boxed Facial Tissues
        • Pocket Handkerchiefs
        • AFH Paper Towels
        • Retail Paper Towels
        • AFH Toilet Paper
        • Retail Toilet Paper
      • AFH Wipers

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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