Shampoos, hair sprays and waving or straightening preparations market in Latvia

Earlier Report Observations

From 2018 to 2019, the Latvian market for shampoos and hair care products expanded, driven by rising consumer demand for natural and organic items containing ingredients like avocado oil. Increased interest in professional products for various hair types and concerns, such as damage or color treatment, further supported growth, while social media and beauty influencers popularized new solutions addressing hair loss and damage.

The COVID-19 pandemic in 2020 disrupted supply chains, leading to a temporary market contraction. Recovery began in 2021 as salon activity revived post‑lockdown, boosting the professional segment, and consumer habits shifted toward heat‑protection products. Market growth accelerated in 2022, partly due to inflationary price increases, while legislative changes emphasizing ingredient transparency and growing demand for specialized anti‑dandruff and hair‑loss shampoos contributed to expansion.

A consistent consumer preference for products with natural ingredients and sustainable packaging shaped the market throughout the period, reflecting broader trends toward transparency and targeted hair care solutions.

Production shampoos, hair sprays and waving or straightening preparations in Latvia

In value, 2018-2021, K $ US

Latvia's production of shampoos, hair sprays, and waving or straightening preparations has grown for the third year in a row. In 2021, output reached 1 691 K $ US, marking a significant 21.3% increase compared to 2020. From 2018 to 2021, production surged by 91.6%, with an average annual growth rate of 24.2%.

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

Exports shampoos, hair sprays and waving or straightening preparations from Latvia

Exports in kind, t

After two years of decline, Latvia's exports of shampoos, hair sprays, and waving or straightening preparations have rebounded. In 2021, exports totaled 638 t, up 5.7% from 2020. Between 2018 and 2021, exports fell by 12.6%, averaging a 4.4% annual decrease. The lowest point was in 2020 at 603 t, with the sharpest drop occurring in 2019 at 15.5%.

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

From 2018 to 2021, Lithuania, Poland, and Estonia were the top markets for Latvia's exports in kind, accounting for 35.2%, 21.0%, and 18.5% of the total, respectively. Together, they made up 74.6% of all 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 cross-border shipments of shampoos, hair sprays, and waving or straightening preparations have increased for the third consecutive year. In 2021, exports amounted to 5 375 K $ US, a 10.9% rise over 2020. Over the 2018-2021 period, exports grew by 21.4%, with a compound annual growth rate of 6.7%.

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

Between 2018 and 2021, Lithuania, Estonia, and Poland were the leading buyers of these products from Latvia in value terms, with shares of 37.4%, 21.1%, and 11.2%, respectively. Their combined share reached 69.8% of 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 shampoos, hair sprays and waving or straightening preparations to Latvia

Imports in kind, t

Latvia imported 2 470 t of shampoos, hair sprays, and waving or straightening preparations in 2021, a 6.8% increase from the previous year. From 2018 to 2021, imports rose by 8.8%, averaging 2.8% per year. The peak was in 2019 at 2 482 t, with the largest decline in 2020 at 6.9% and the biggest increase in 2019 at 9.3%.

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

During 2018-2021, Poland, Russia, and Lithuania were the primary suppliers of these products to Latvia in kind, contributing 36.4%, 13.3%, and 10.8% of imports, respectively. Together, they accounted for 60.5% of 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, Latvia imported 10 985 K $ US worth of shampoos, hair sprays, and waving or straightening preparations, an 11.3% year-on-year increase. Between 2018 and 2021, imports grew by 7.7%, with an average annual rate of 2.5%. The lowest value was in 2020 at 9 874 K $ US, which also saw the largest decline of 6.7%.

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

From 2018 to 2021, Poland, Lithuania, and Estonia emerged as the key sources for Latvia's imports in value terms, with shares of 28.5%, 16.9%, and 13.0%, respectively. Combined, they represented 58.4% of total import flows.

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

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