Boston, MA -- (ReleaseWire) -- 07/08/2014 -- Due to rising disposable income levels, many Latvian consumers are now more willing to try out new hair care products, including items which carry higher than average unit prices. In common with many other beauty and personal care categories, demand for ecological products continued to dictate overall trends in hair care in Latvia during 2012 as consumers became more aware of the potentially harmful effects of many of the ingredients used in the manufacture of mass beauty and personal care products, leading many to deliberately avoid these mass products. In addition, stronger purchasing power enabled increasing numbers of Latvian consumers to choose natural products, the consumption of which declined significantly during the economic crisis which marked the review period.
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Henkel remained the leading player in hair care in Latvia during 2012 with a retail value share of 26%. Since 2010, the company has constantly increased its value share in hair care, consistently gaining a better position over its main competitor Procter & Gamble. During 2012, Henkel began outperforming Procter & Gamble due to its numerous new product launches and, in particular, the introduction of its Syoss brand. This brand is positioned as the first standard priced professional hair care line available in Latvia. Initially, the Syoss product line was present only in shampoos and conditioners. However, between 2010 and 2012, Henkel was engaged in a massive expansion plan for the Syoss brand, extending the brand into colourants and adding new product in shampoos and conditioners including the Syoss Men brand extension and the innovative Syoss dry shampoo, which is available in two versions: Anti-Grease and Volume Lift. During 2012, Henkel introduced its new Syoss Silicon-Free hair care line. Henkel also continued extending the range of hair products it offers under its other core brands Schwarzkopf, Gliss Kur, Palette and the styling agents lines Got2Be and Taft on a regular basis. As a result, between 2010 and 2012, the company's value share in hair care jumped by six percentage points.
Although the gradual rebound of consumer purchasing power followed by accelerating demand for innovative and/or natural products is set to have a very positively effect on sales of hair care in Latvia during the forecast period, the category is expected to experience relatively slow growth over the forecast period.
Discover the latest market trends and uncover sources of future market growth for the Hair Care industry in Latvia with research from Euromonitor's team of in-country analysts.
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The Hair Care in Latvia market research report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- 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:
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- What are the major brands in Latvia?
- Which types of styling agents are most common?
- How are shampoos versus 2-in-1 products performing?
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Product coverage: 2-in-1 Products, Colourants, Conditioners, Hair Loss Treatments, Perms and Relaxants, Salon Hair Care, Shampoos, Styling Agents.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
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