Competitive Landscape
Leading Companies Consolidate Share as Promotion-Driven Competition Intensifies
The deodorants landscape in Latvia exhibited moderate concentration in 2025, with a few key manufacturers leading the landscape. L’Oréal Baltic SIA held the largest share at 18%, maintaining its leading position despite a gradual decline from 24% in 2020.
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Overview:
Understand the latest market trends and future growth opportunities for the Deodorants 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.
If you're in the Deodorants 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 Deodorants 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 Deodorants in Latvia?
- Which are the leading brands in Latvia?
- How are products distributed in Latvia?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Deodorants in Latvia - Category analysis
Key Data Insights
Deodorants Summary
Steady Growth Driven by Value-Led Purchasing as Roll-Ons Dominate and Sticks Gain Momentum
Price-Value Optimisation Drives Volume through Large Formats, Promotions and Repeat Purchasing
Demand Shifts Towards Gentle, Transparent Formulations as Safety Expectations Rise
Steady Growth Set to Continue as Value-Driven Purchasing Shapes Category Dynamics and Format Shifts Persist
Price-Value Optimisation Projected to Remain the Dominant Driver Shaping Purchasing
Gentle, Transparent Formulations Set to Become Baseline Expectations as Safety Standards Rise
Leading Companies Consolidate Share as Promotion-Driven Competition Intensifies
Supermarkets and Discounters Gain Share as Value and Convenience Shape Distribution
Beauty and Personal Care in Latvia - Industry Overview
2025 Developments
Key Data Insights
Steady Growth Supported by Value-Led Purchasing as Skin Care Anchors Demand and Fragrances Drive Performance
Clean Formulations Reshape Expectations as Efficacy and Accessibility Converge
Digital Engagement Strengthens Purchasing as Discovery and Comparison Shape Demand
Steady Growth Forecast to Be Supported by Value-Led Purchasing as Skin Care and Fragrances Drive Expansion
Demand for Gentle and Transparent Formulations Expected to Scale through Practical and Accessible Formats
Digital Engagement Set to Influence Brand Choice as Omnichannel Consistency Strengthens Conversion
Leading Players Retain Share as Value Positioning and Private Label Competition Intensify
Non-Grocery Retailers Lead as Specialist Channels Anchor Distribution and E-Commerce Gains Share
Country Reports Disclaimer
The following categories and subcategories are included:
Deodorants
- Deodorant Creams
- Deodorant Pumps
- Deodorant Roll-Ons
- Deodorant Sprays
- Deodorant Sticks
- Deodorant Wipes
Deodorants
Includes deodorants and antiperspirants in cream, pump, roll-on, spray, stick and wipe format. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a gift set these products are excluded.
See all of our definitionsWhy buy 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
This report originates from Passport, our Deodorants research and analysis database.
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