Consumer Preferences in Latvia: The Importance of Product Origin and Local Brands
Shoppers in Latvia have differing views on new product brands and the importance of product origin. Some have not noticed new brands, while others closely monitor where products come from.
Zigmunds, a shopper, expressed concerns about products from countries that pose risks to Latvia. He trusts certain stores to avoid such items. Marta, another shopper, shared that her family prefers locally produced goods. However, they also consider quality and seasonality, acknowledging that some products from Spain may be superior.
Stores like “Maxima” and the recently renovated “Mego” illustrate the issue. For example, “Laimas” chocolates may come from Estonia or Latvia. Additionally, sugar from Jelgava is sourced from Denmark, while “Spilvas” cucumbers come from Turkey, leading some customers to reconsider their choices.
“Maxima” started indicating product origins before it became mandatory and plans to fully implement this by year-end. Some packaging lacks clear information on the exact country of origin, merely stating “produced in the European Union.”
Liene Dupate-Ugule, spokesperson for “Maxima,” confirmed their stores do not carry products from aggressor countries like Russia and Belarus. They removed these items promptly when the conflict in Ukraine began. However, some retailers are still selling out old stock from these countries.
At “Mego,” attention was drawn to corn products branded with “Masha and the Bear,” which are actually made in Poland. They do still offer some products from Russia and Belarus, such as “Tsar Caviar” and various teas. Anna Pančenko, from “Mego,” mentioned they no longer buy these products but are selling off remaining inventory.
What factors influence Latvian shoppers’ preferences for new product brands over established ones?
Interview with Retail Specialist on Latvian Shoppers’ Perspectives on New Product Brands and Product Origin
In an exclusive interview, we spoke with Dr. Anna Briedis, a retail expert and consumer behaviour analyst, to gain insights into the attitudes of Latvian shoppers regarding new product brands and the significance of product origin in their purchasing decisions.
News Directory 3 (ND3): Dr. Briedis, thank you for joining us today. We’ve observed that shoppers in Latvia have varied opinions about new product brands. What do you think is driving this divergence among consumers?
Dr. Anna Briedis (AB): Thank you for having me. The differing views among Latvian shoppers can largely be attributed to a mix of personal values and experiences. Some consumers are deeply rooted in traditional shopping habits and may not actively seek out new brands. For others, especially younger shoppers, there is a keen interest in exploring new products. This dichotomy reflects broader societal trends—some consumers prioritize familiarity and trust, while others are more adventurous and open to experimenting with new offerings.
ND3: Zigmunds, one of our shoppers, expressed concerns about products from countries he perceives as risks to Latvia. How significant is the origin of products to consumers like him?
AB: Product origin plays a crucial role for many consumers, particularly in regions like Latvia, where historical and geopolitical factors shape perceptions of safety and quality. Zigmund’s caution is indicative of a wider sentiment where trust in products is linked to their source. In certain cases, shoppers are more likely to support local producers they believe have their best interests at heart. The notion of ‘buying local’ invokes a sense of community and responsibility, which resonates deeply for many consumers.
ND3: Marta and her family prefer locally produced goods, but they also evaluate the quality of products, even considering imports from countries like Spain. How do you see the balance between local and international products affecting shopper choices?
AB: That’s a vital point raised by Marta. Today’s shoppers are more nuanced in their decision-making. While supporting local businesses remains important, they are also increasingly aware of global food quality standards. Shoppers are willing to seek out international options if they perceive those products as being of superior quality. This flexibility indicates a shift toward discerning consumption, where consumers seek the best of both worlds—supporting local economies while not compromising on quality.
ND3: As you mentioned local products versus international imports, stores like “Maxima” and “Mego” are at the forefront of this issue. What role do retailers play in shaping consumer perceptions about product origin?
AB: Retailers carry a significant influence in shaping consumer perceptions and choices. They have the responsibility of curating their product selections based on transparency and quality. By labeling products clearly—indicating origin, sourcing practices, and certifications—retailers can empower consumers like Zigmunds and Marta to make informed choices. Moreover, retailers can enhance their own brand trust by promoting local products, which may attract buyers concerned about origin.
ND3: So, can you share some examples of how specific products impact consumer decisions, as seen with “Laimas” chocolates and the sourcing of sugar and cucumbers?
AB: Absolutely! The case of “Laimas” chocolates illustrates how consumers might exhibit brand loyalty based on local heritage, yet they simultaneously weigh production practices and ingredient sourcing—such as when they learn that sugar is sourced from Denmark or cucumbers from Turkey. This type of information can lead to reconsideration and a potential re-evaluation of choices, pushing retailers to either improve their sourcing policies or provide greater transparency to retain their customer base.
ND3: As a closing thought, what future trends do you anticipate in consumer behaviour regarding new brands and product origin in Latvia?
AB: I believe we will see a continued rise in conscious consumerism in Latvia. Shoppers are likely going to demand greater transparency regarding product origins and ethical sourcing. This evolution will compel retailers not only to diversify their offerings but also to communicate openly about where the products come from. Moreover, the combination of local pride and global standards will likely foster a marketplace that champions quality and sustainability across both local and international brands.
We thank Dr. Anna Briedis for sharing her valuable insights into the thoughts and preferences shaping shopping behaviour in Latvia. As consumers become increasingly aware of the implications of their choices, retailers will need to adapt accordingly in this dynamic marketplace.
The store’s marketing director, Aleksandrs Afanasjevs, highlighted a significant increase in Ukrainian products on their shelves. He noted that all current price tags now display the product’s country of origin.
According to the Food and Veterinary Service of Latvia, they have found various non-compliances during recent inspections concerning product origin labeling. Out of 1,016 checks, 53% showed issues like missing or improperly indicated country of origin on price tags.
Vineta Grīnberga from the service stated that there are instances where products are marked as “Latvia” while actually originating from Lithuania or Poland, which is a violation.
Both “Maxima” and “Mego” reported that many shoppers prioritize price over country of origin. Shopper Diāna acknowledged the importance of price, while Gatis admitted he buys based on taste rather than production location.
Store representatives noted that it’s too early to determine consumer behavior changes since the new labeling requirements were introduced.