(MENAFNEditorial)
Improving purchasing power and higher real disposable incomes resulted in a strong value growth rate within surface care products during 2014 in Latvia. Latvian consumers were willing to spend more money on single-purpose cleaners rather than continue to economize and buy the same multipurpose cleaners that they bought during and after the economic crisis. Not only that but increased interest in more sophisticated surface care products contributed towards boosting the average unit price thus influencing the increase in total category value sales.
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Competitive Landscape
Colgate-Palmolive (Latvia) continued to lead in surface care with an 18% retail value share in 2014 mainly due to its international brand Ajax. Ajax has been on the Latvian market for a very long time and has developed a loyal customer base. The Ajax umbrella comprises many products including bathroom window floor and kitchen cleaners. Talking about Ajax floor cleaners the absolute best performer Floral Fiesta has been appreciated by Latvian consumers for a long time. Due to economies of scale Colgate-Palmolive can invest huge amounts of money into television advertisements keeping it competitive and often giving it an advantage over other brands.
Industry Prospects
With a clear outlook for future economic growth an increasing purchasing power and higher disposable incomes will drive up the sales of surface care products in Latvia. Stronger preferences for environmentally friendly and natural products will be seen amongst Latvian consumers boosting sales of premium products. Although market saturation every year becomes more intense the growth potential is considered to be very high in Latvia.
Report Overview
Discover the latest market trends and uncover sources of future market growth for the Surface Care industry in Latvia with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available understand competitive threats with our detailed market analysis and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Surface Care industry in Latvia our research will save you time and money while empowering you to make informed profitable decisions.
The Surface Care in Latvia market research report includes:
* Analysis of key supply-side and demand trends
* Historic volumes and values company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology conducted in-country
Our market research reports answer questions such as:
* What is the market size of Surface Care in Latvia?
* What are the major brands in Latvia?
* What are the fastest growth categories within surface care?
* What are the key new product launches in the polishes market?
Reasons to Get 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
Report Table of Contents:
SURFACE CARE IN LATVIA
Euromonitor International
March 2015
LIST OF CONTENTS AND TABLES
Headlines
Trends
Competitive Landscape
Prospects
Category Data
Table 1 Sales of Surface Care by Category: Value 2009-2014
Table 2 Sales of Surface Care by Category: % Value Growth 2009-2014
Table 3 Sales of Household Care Wipes and Floor Cleaning Systems by Category: Value 2009-2014
Table 4 Sales of Household Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2009-2014
Table 5 NBO Company Shares of Surface Care: % Value 2010-2014
Table 6 LBN Brand Shares of Surface Care: % Value 2011-2014
Table 7 Forecast Sales of Surface Care by Category: Value 2014-2019
Table 8 Forecast Sales of Surface Care by Category: % Value Growth 2014-2019
Procter & Gamble Marketing Latvia Ltd Sia in Home Care (latvia)
Strategic Direction
Key Facts
Summary 1 Procter & Gamble Marketing Latvia Ltd SIA: Key Facts
Summary 2 Procter & Gamble Marketing Latvia Ltd SIA: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 3 Procter & Gamble Marketing Latvia Ltd SIA: Competitive Position 2014
Spodriba As in Home Care (latvia)
Strategic Direction
Key Facts
Summary 4 Spodriba AS: Key Facts
Summary 5 Spodriba AS: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 6 Spodriba AS: Competitive Position 2014
Executive Summary
Higher Disposable Incomes Result in Modest Growth Rates Within Home Care
Pursuit of Comfort and Changing Consumer Habits Affect Consumption Patterns
Multinational Companies Maintain Their Leading Positions in Home Care
Grocery Retailers Channel Continues To Increase Sales of Home Care
Steady Growth Is Predicted Over the Forecast Period
Market Indicators
Table 9 Households 2009-2014
Market Data
Table 10 Sales of Home Care by Category: Value 2009-2014
Table 11 Sales of Home Care by Category: % Value Growth 2009-2014
Table 12 NBO Company Shares of Home Care: % Value 2010-2014
Table 13 LBN Brand Shares of Home Care: % Value 2011-2014
Table 14 Penetration of Private Label in Home Care by Category: % Value 2009-2014
Table 15 Distribution of Home Care by Format: % Value 2009-2014
Table 16 Distribution of Home Care by Format and Category: % Value 2014
Table 17 Forecast Sales of Home Care by Category: Value 2014-2019
Table 18 Forecast Sales of Home Care by Category: % Value Growth 2014-2019
Sources
Summary 7 Research Sources
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