Hair preparations market in Latvia

Earlier Report Observations

Between 2018 and 2019, the market for hair preparations in Latvia saw a modest increase in value to $15.6 million. This period was characterized by the entry of new players influenced by both internal company strategies and emerging global trends, which expanded product availability. The growing popularity of keratin-based products and professional-grade preparations, offering better hair structure protection, contributed to shifting consumer interest toward more specialized care, supporting overall market activity.

The COVID-19 pandemic in 2020 significantly altered consumption patterns, boosting demand for home-use hair care products as salon visits were restricted. This shift was followed by product innovation, such as the use of new raw materials like coffee waste extract in 2021, which aimed at restorative effects. By 2022, the market value surged to $18.5 million. This growth was fueled by new entrants broadening the professional product range and the development of natural product segments, coinciding with EU regulatory bans on specific substances that prompted manufacturers to reformulate towards safer alternatives.

From 2023 to 2025, available trade data indicates continued expansion in international activity. Imports rose from $38.4 million to $43.7 million, while exports increased from $28.1 million to $32.2 million, reflecting Latvia's sustained integration into the global trade of hair preparations.

Production hair preparations in Latvia

In value, 2018-2021, K $ US

In 2021, Latvia's hair preparations production reached a value of 3 333 thousand US dollars, marking a significant 35.0% increase compared to 2020. Looking at the broader period from 2018 to 2021, production grew by 111.8%, which translates to an average annual growth rate of 28.4%.

Annual dynamics of production in Latvia in value, 2018-2021, K $ US

Exports hair preparations from Latvia

Exports in kind, t

Latvia's hair preparations exports have grown for the third year in a row. In 2021, the country shipped 1 275 tonnes of hair preparations abroad, representing a 1.7% increase over 2020. Over the 2018-2021 period, exports rose by 8.1%, with a compound annual growth rate of 2.6%.

Annual dynamics of product's exports from Latvia in kind, 2018-2021, t

From 2018 to 2021, Lithuania, Poland, and Estonia were the primary destinations for Latvia's hair preparations exports in volume terms. Lithuania accounted for 37.0% of exports, Poland for 21.3%, and Estonia for 17.1%. Together, these three countries made up 75.5% of Latvia's total export flows.

Structure of product's exports in kind by countries, 2018-2021

World map of product's exports from Latvia in kind, 2018-2021

Exports in value, K $ US

Latvia's hair preparations exports have increased for the third consecutive year. In 2021, the value of these exports reached 16 329 thousand US dollars, showing a 12.4% improvement compared to the previous year. Between 2018 and 2021, export value grew by 41.3%, equivalent to an annualized rate of 12.2%.

Annual dynamics of product's exports from Latvia in value, 2018-2021, K $ US

Throughout 2018-2021, Lithuania, Estonia, and Poland were the leading markets for Latvia's hair preparations exports in value terms. Lithuania held a 43.7% share, Estonia 19.3%, and Poland 10.3%. Collectively, these three countries represented 73.3% of Latvia's total export value.

Structure of product's exports in value by countries, 2018-2021

World map of product's exports from Latvia in value, 2018-2021

Imports hair preparations to Latvia

Imports in kind, t

In 2021, Latvia imported 4 639 tonnes of hair preparations, a modest 4.8% increase from 2020. Over the 2018-2021 period, imports grew by 8.7%, with a compound annual growth rate of 2.8%. The largest increase occurred in 2019 at 7.0%, while the largest decline was in 2020 at 3.2%.

Annual dynamics of product's imports to Latvia in kind, 2018-2021, t

From 2018 to 2021, Poland, Russia, and Lithuania were the main sources of hair preparations imports to Latvia in volume terms. Poland contributed 35.9% of imports, Russia 13.1%, and Lithuania 8.8%. Together, these three countries accounted for 57.8% of Latvia's total import volume.

Structure of product's imports in kind by countries, 2018-2021

World map of product's imports to Latvia in kind, 2018-2021

Imports in value, K $ US

In 2021, the value of hair preparations imports to Latvia amounted to 26 237 thousand US dollars, which is 4.3% higher than the previous year. Between 2018 and 2021, import value increased by 3.4%, equating to an annualized rate of 1.1%. The lowest value was recorded in 2020 at 25 163 thousand US dollars, which also saw the largest decline of 2.6%.

Annual dynamics of product's imports to Latvia in value, 2018-2021, K $ US

Throughout 2018-2021, Poland, Estonia, and Lithuania formed the core group of markets for Latvia's hair preparations imports in value terms. Poland accounted for 24.9% of imports, Estonia for 19.7%, and Lithuania for 12.3%. Together, these three countries represented 56.8% of Latvia's total import value.

Structure of product's imports in value by countries, 2018-2021

World map of product's imports to Latvia in value, 2018-2021