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Report

Beauty and Personal Care in Lithuania

Market Direction I 2022-06-06 I 106 Pages I Euromonitor
Discounted by 10% to 2024-05-31

In 2021, sales of beauty and personal care products increased, but not to a level to compensate for the decline in sales in the previous year when demand for such products declined due to national lockdowns and home seclusion. Pandemic-related restrictions remained in place during the first months of the year, stifling growth in product areas such colour cosmetics, fragrances and sun care (which are more occasion-based items). Other product areas, such as baby and child-specific products, oral c...

Euromonitor International's Beauty and Personal Care in Lithuania report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2017-2021, allowing you to identify the sectors driving growth. Forecasts to 2026 illustrate how the market is set to change.

Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Beauty and Personal Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market's major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.

Beauty and Personal Care in Lithuania
Euromonitor International
June 2022

List Of Contents And Tables

BEAUTY AND PERSONAL CARE IN LITHUANIA
EXECUTIVE SUMMARY
Beauty and personal care in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for beauty and personal care?
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2016-2021
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2017-2021
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2017-2021
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2018-2021
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2016-2021
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2016-2021
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2021
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2021-2026
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN LITHUANIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Store closures and price promotions stifle retail value sales growth in 2021
Consumer unwillingness to pay a high price for everyday bath and shower products favours mass brands and private label
Retailers compete for consumer attention through strong price discounts
PROSPECTS AND OPPORTUNITIES
Mass segment accounts for the larger share of beauty and personal care products sales, and this is anticipated to remain in the forecast period
Naturalness expected to be key theme for category players
Local players set for growth as consumers increasingly opt for domestic products
CATEGORY DATA
Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2016-2021
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2017-2021
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2018-2021
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2021-2026
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2021-2026
PREMIUM BEAUTY AND PERSONAL CARE IN LITHUANIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Premium beauty and personal care benefits from home spa and pampering trend
Extended time at home leads to increased interest in pampering beauty routines
Demand for colour cosmetics recovers as pandemic-related restrictions are eased and social conditions return to normal
PROSPECTS AND OPPORTUNITIES
Premiumisation to continue as consumers increasingly seek new, unique experiences
Local premium brands to increase share in category
MATH expected to see growth as it focuses on its minimalist concept
CATEGORY DATA
Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2016-2021
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2017-2021
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2018-2021
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2021-2026
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2021-2026
BABY AND CHILD-SPECIFIC PRODUCTS IN LITHUANIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Steady growth as many categories remain vital for cleaning, care, and medicative purposes
Baby wipes and skin care remain the largest product areas
Multinational players continue to dominate sales
PROSPECTS AND OPPORTUNITIES
Interest in products designed specifically for babies and children to continue developing
Parents to increasingly seek high-quality, natural products
Local manufacturers of premium skin care are branching out into baby and child-specific products
CATEGORY DATA
Table 23 Sales of Baby and Child-specific Products by Category: Value 2016-2021
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2016-2021
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2016-2021
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2017-2021
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2018-2021
Table 28 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2018-2021
Table 29 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2018-2021
Table 30 Forecast Sales of Baby and Child-specific Products by Category: Value 2021-2026
Table 31 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2021-2026
Table 32 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2021-2026
BATH AND SHOWER IN LITHUANIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Increased desire for cleanliness continues to boost sales of bath and shower products in 2021
Price inflation and premiumisation boost value sales growth
Category sales strongly stimulated by price promotions across retailers
PROSPECTS AND OPPORTUNITIES
Bath and shower retail value sales set to stagnate as product area reaches saturation
Biok to compete against private label by focusing on naturalness trend
Increasing share expected for chemists/pharmacists due to wide range of functional products
CATEGORY DATA
Table 33 Sales of Bath and Shower by Category: Value 2016-2021
Table 34 Sales of Bath and Shower by Category: % Value Growth 2016-2021
Table 35 Sales of Bath and Shower by Premium vs Mass: % Value 2016-2021
Table 36 NBO Company Shares of Bath and Shower: % Value 2017-2021
Table 37 LBN Brand Shares of Bath and Shower: % Value 2018-2021
Table 38 LBN Brand Shares of Premium Bath and Shower: % Value 2018-2021
Table 39 Forecast Sales of Bath and Shower by Category: Value 2021-2026
Table 40 Forecast Sales of Bath and Shower by Category: % Value Growth 2021-2026
Table 41 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2021-2026
COLOUR COSMETICS IN LITHUANIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Face masks continued to negatively affect colour cosmetics
Eye make-up more resilient due to being visible when wearing masks
BB/CC creams perform best within facial make-up thanks to light, natural appearance
PROSPECTS AND OPPORTUNITIES
Colourful make-up trends set to support category recovery while inflation might stifle growth
Premiumisation of category to accelerate as affluent consumers saved money during lockdown
New product development in emerging categories expected
CATEGORY DATA
Table 42 Sales of Colour Cosmetics by Category: Value 2016-2021
Table 43 Sales of Colour Cosmetics by Category: % Value Growth 2016-2021
Table 44 Sales of Colour Cosmetics by Premium vs Mass: % Value 2016-2021
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2017-2021
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2018-2021
Table 47 LBN Brand Shares of Premium Colour Cosmetics: % Value 2018-2021
Table 48 Forecast Sales of Colour Cosmetics by Category: Value 2021-2026
Table 49 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2021-2026
Table 50 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2021-2026
DEODORANTS IN LITHUANIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Deodorant use increases as social conditions return to normal in 2021
Strong growth for e-commerce as consumers turn online for higher-quality products
Natural deodorants are gaining in popularity
PROSPECTS AND OPPORTUNITIES
New product development to centre around sustainability and naturalness
Interest in premium natural deodorants creates opportunities for smaller players to emerge
New packaging for Margarita to support brand's higher-quality image
CATEGORY DATA
Table 51 Sales of Deodorants by Category: Value 2016-2021
Table 52 Sales of Deodorants by Category: % Value Growth 2016-2021
Table 53 Sales of Deodorants by Premium vs Mass: % Value 2016-2021
Table 54 NBO Company Shares of Deodorants: % Value 2017-2021
Table 55 LBN Brand Shares of Deodorants: % Value 2018-2021
Table 56 LBN Brand Shares of Premium Deodorants: % Value 2018-2021
Table 57 Forecast Sales of Deodorants by Category: Value 2021-2026
Table 58 Forecast Sales of Deodorants by Category: % Value Growth 2021-2026
Table 59 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2021-2026
DEPILATORIES IN LITHUANIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Small increase in depilatories as pandemic-related restrictions are lifted and social conditions return to normal
Women's pre-shave struggles to make headway as women consider such products unnecessary
Stable competitive landscape with minimal ranking movement
PROSPECTS AND OPPORTUNITIES
Greater fragmentation expected as consumers seek alternative treatments online
Women's razors and blades to remain most popular despite increasing concerns over sustainability
Avon's withdrawal from women's pre-shave leaves the category wide open
CATEGORY DATA
Table 60 Sales of Depilatories by Category: Value 2016-2021
Table 61 Sales of Depilatories by Category: % Value Growth 2016-2021
Table 62 NBO Company Shares of Depilatories: % Value 2017-2021
Table 63 LBN Brand Shares of Depilatories: % Value 2018-2021
Table 64 Forecast Sales of Depilatories by Category: Value 2021-2026
Table 65 Forecast Sales of Depilatories by Category: % Value Growth 2021-2026
FRAGRANCES IN LITHUANIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Fragrances fails to recover in 2021 as consumers do not feel the need to replenish their stock
Strong shift towards e-commerce as consumers increasingly shop from home
Premium fragrances fares better than mass fragrances as affluent consumers can continue spending
PROSPECTS AND OPPORTUNITIES
Consumer sophistication and increasing purchasing power will drive sales of premium fragrances
New product development expected in premium fragrances as upper-income consumers continue to try new scents
Fast fashion brands are branching out into fragrances
CATEGORY DATA
Table 66 Sales of Fragrances by Category: Value 2016-2021
Table 67 Sales of Fragrances by Category: % Value Growth 2016-2021
Table 68 NBO Company Shares of Fragrances: % Value 2017-2021
Table 69 LBN Brand Shares of Fragrances: % Value 2018-2021
Table 70 LBN Brand Shares of Premium Men's Fragrances: % Value 2018-2021
Table 71 LBN Brand Shares of Premium Women's Fragrances: % Value 2018-2021
Table 72 Forecast Sales of Fragrances by Category: Value 2021-2026
Table 73 Forecast Sales of Fragrances by Category: % Value Growth 2021-2026
HAIR CARE IN LITHUANIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Consumers continued essential hair health treatments at home, boosting sales for hair loss treatments and conditioners and treatments
Salon professional hair care continued to grow as affluent consumers continued to spend to ensure hair health
Local players launch salon professional hair care lines
PROSPECTS AND OPPORTUNITIES
Increasing polarisation in hair care between salon professional hair care on the one hand and premium private label products on the other
Naturalness and sustainability trends to gain momentum as health and environmental awareness grows
New product launches expected as local players increase presence in hair care
CATEGORY DATA
Table 74 Sales of Hair Care by Category: Value 2016-2021
Table 75 Sales of Hair Care by Category: % Value Growth 2016-2021
Table 76 Sales of Hair Care by Premium vs Mass: % Value 2016-2021
Table 77 NBO Company Shares of Hair Care: % Value 2017-2021
Table 78 LBN Brand Shares of Hair Care: % Value 2018-2021
Table 79 NBO Company Shares of Salon Professional Hair Care: % Value 2017-2021
Table 80 LBN Brand Shares of Salon Professional Hair Care: % Value 2018-2021
Table 81 LBN Brand Shares of Premium Hair Care: % Value 2018-2021
Table 82 Forecast Sales of Hair Care by Category: Value 2021-2026
Table 83 Forecast Sales of Hair Care by Category: % Value Growth 2021-2026
Table 84 Forecast Sales of Hair Care by Premium vs Mass: % Value 2021-2026
MEN'S GROOMING IN LITHUANIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Easing of pandemic-related restrictions boosts demand for men's grooming
Men's shaving negatively affected by the beard trend
Fragrances sales continue to decline as men have fewer occasions to wear such products to
PROSPECTS AND OPPORTUNITIES
Short-lived recovery expected for men's shaving as the popularity of barber shops will create competition
Further brand partnerships expected as producers try to reignite men's interest in grooming products
Innovations that target specific problems expected to boost presence of mid-priced and premium brands in men's grooming
CATEGORY DATA
Table 85 Sales of Men's Grooming by Category: Value 2016-2021
Table 86 Sales of Men's Grooming by Category: % Value Growth 2016-2021
Table 87 Sales of Men's Razors and Blades by Type: % Value Breakdown 2018-2021
Table 88 Sales of Men's Skin Care by Type: % Value Breakdown 2018-2021
Table 89 NBO Company Shares of Men's Grooming: % Value 2017-2021
Table 90 LBN Brand Shares of Men's Grooming: % Value 2018-2021
Table 91 LBN Brand Shares of Men's Razors and Blades: % Value 2018-2021
Table 92 Forecast Sales of Men's Grooming by Category: Value 2021-2026
Table 93 Forecast Sales of Men's Grooming by Category: % Value Growth 2021-2026
ORAL CARE IN LITHUANIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
As social conditions return to normal, consumers resume dental routines in a more diligent manner, benefiting retail sales of oral care products
Local oral care habits benefit manual toothbrushes and toothpaste, while power toothbrushes and mouthwashes/dental rinses lag behind
Limited presence of local brands in oral care, except Ecodenta
PROSPECTS AND OPPORTUNITIES
Quick recovery expected for electric toothbrushes as consumers strive to maintain better oral health
Teeth whiteners to continue to increase as interest in aesthetics continues to grow
Sustainability expected to increasingly influence new product development
CATEGORY DATA
Table 94 Sales of Oral Care by Category: Value 2016-2021
Table 95 Sales of Oral Care by Category: % Value Growth 2016-2021
Table 96 Sales of Toothbrushes by Category: Value 2016-2021
Table 97 Sales of Toothbrushes by Category: % Value Growth 2016-2021
Table 98 Sales of Toothpaste by Type: % Value Breakdown 2017-2021
Table 99 NBO Company Shares of Oral Care: % Value 2017-2021
Table 100 LBN Brand Shares of Oral Care: % Value 2018-2021
Table 101 Forecast Sales of Oral Care by Category: Value 2021-2026
Table 102 Forecast Sales of Oral Care by Category: % Value Growth 2021-2026
Table 103 Forecast Sales of Toothbrushes by Category: Value 2021-2026
Table 104 Forecast Sales of Toothbrushes by Category: % Value Growth 2021-2026
SKIN CARE IN LITHUANIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Consumers maintain at-home skin care routines formed earlier in the pandemic, benefiting sales of pampering skin care products
Anti-angers is one of the best performing categories, benefiting from a growing consumer base
Strong performance from trustworthy, credible local brands as consumers turn to brands with specific health claims
PROSPECTS AND OPPORTUNITIES
Increasing awareness about skin health will drive growth in skin care
Players to increasingly incorporate vitamin C into formulae as it grows in popularity
Margarita set for strong growth through emphasis on its local heritage
CATEGORY DATA
Table 105 Sales of Skin Care by Category: Value 2016-2021
Table 106 Sales of Skin Care by Category: % Value Growth 2016-2021
Table 107 NBO Company Shares of Skin Care: % Value 2017-2021
Table 108 LBN Brand Shares of Skin Care: % Value 2018-2021
Table 109 LBN Brand Shares of Premium Skin Care: % Value 2018-2021
Table 110 Forecast Sales of Skin Care by Category: Value 2021-2026
Table 111 Forecast Sales of Skin Care by Category: % Value Growth 2021-2026
SUN CARE IN LITHUANIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Lifting of travel restrictions boosts demand for sun care products
Sun protection dominates, while increasing awareness of the benefits of aftersun products leads to value growth
While multinational companies dominate, more and more local players are actively developing their own sun care lines
PROSPECTS AND OPPORTUNITIES
Increasing awareness of harmful effects of sun set to boost category recovery
Clean beauty trend set to influence sun care
Self-tanning likely to struggle as more consumers embrace a more natural look
CATEGORY DATA
Table 112 Sales of Sun Care by Category: Value 2016-2021
Table 113 Sales of Sun Care by Category: % Value Growth 2016-2021
Table 114 Sales of Sun Care by Premium vs Mass: % Value 2016-2021
Table 115 NBO Company Shares of Sun Care: % Value 2017-2021
Table 116 LBN Brand Shares of Sun Care: % Value 2018-2021
Table 117 LBN Brand Shares of Premium Adult Sun Care: % Value 2018-2021
Table 118 Forecast Sales of Sun Care by Category: Value 2021-2026
Table 119 Forecast Sales of Sun Care by Category: % Value Growth 2021-2026

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