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Report
Beauty and Personal Care in Lithuania
Market Direction I 2024-04-29 I 105 Pages I Euromonitor
In 2023, beauty and personal care in Lithuania saw positive retail value growth, driven by price inflation and a heightened demand for products following a return to socialising post-COVID-19. While inflation was present, price increases were lower than in 2022, with positive retail volume growth noted in areas including sun care, skin care and baby and child-specific products. While mass items recorded the bulk of value sales, the premium landscape registered the fastest growth in 2023. Consume...
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 2019-2023, allowing you to identify the sectors driving growth. Forecasts to 2028 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
April 2024
List Of Contents And Tables
BEAUTY AND PERSONAL CARE IN LITHUANIA
EXECUTIVE SUMMARY
Beauty and personal care in 2023: The big picture
2023 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 2018-2023
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2019-2023
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2019-2023
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2020-2023
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2018-2023
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2018-2023
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2023
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2023-2028
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN LITHUANIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Consumers focus on mass beauty and personal care inessentialproductareas
Domestic offerings have a strong presence on the masslandscape
Old Spice gains ground, boosting growth for mass men's grooming
PROSPECTS AND OPPORTUNITIES
Mass offerings continue to drive sales through an appealing price-qualityratio
Mass market leaders establish stronger positions across the comingyears
E-commerce and physical retailing place pressure on the massmarket
CATEGORY DATA
Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2019-2023
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2020-2023
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2023-2028
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2023-2028
PREMIUM BEAUTY AND PERSONAL CARE IN LITHUANIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Strong growth for premium goods as skin care remains a priority formany
Premium fragrancesoutperformsmass, even in times of economicstrain
High-quality facial care continues to shape the landscape in 2023
PROSPECTS AND OPPORTUNITIES
Growth for premium skin care, sun care and colour cosmetics
Professional hair care gains ground as players focus on key ingredients
Rising demand foradded-valuedrives innovation across the forecast period
CATEGORY DATA
Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2019-2023
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2020-2023
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2023-2028
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2023-2028
BABY AND CHILD-SPECIFIC PRODUCTS IN LITHUANIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Parents remain willing to invest more in products for children, boosting growth
The warm summer drives strong growth for baby and child-specific sun care
Local player Kake Make is a leading competitor against globalofferings
PROSPECTS AND OPPORTUNITIES
Low birth rates andthe weakperformance of baby wipes challenges thelandscape
Skin care goes premium as parents invest in products for theirchildren
The demand for natural and organic ingredients shapes productinnovation
CATEGORY DATA
Table 23 Sales of Baby and Child-specific Products by Category: Value 2018-2023
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2019-2023
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2020-2023
Table 28 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2020-2023
Table 29 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2020-2023
Table 30 Forecast Sales of Baby and Child-specific Products by Category: Value 2023-2028
Table 31 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2023-2028
Table 32 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2023-2028
BATH AND SHOWER IN LITHUANIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Positive year for bath and shower following the return to socialising
Intimate hygiene records positive retail volume growth as consumers appreciate thebenefits
The local leader remains in its top position, while Old Spice gainsground
PROSPECTS AND OPPORTUNITIES
Bath and shower gel performs well, while bath additivesdecline
Intimate hygiene washesissetto drive above average marketgrowth
Increasing share for pharmacists due to the wide range of functional products
CATEGORY DATA
Table 33 Sales of Bath and Shower by Category: Value 2018-2023
Table 34 Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 35 Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023
Table 36 NBO Company Shares of Bath and Shower: % Value 2019-2023
Table 37 LBN Brand Shares of Bath and Shower: % Value 2020-2023
Table 38 LBN Brand Shares of Premium Bath and Shower: % Value 2020-2023
Table 39 Forecast Sales of Bath and Shower by Category: Value 2023-2028
Table 40 Forecast Sales of Bath and Shower by Category: % Value Growth 2023-2028
Table 41 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2023-2028
COLOUR COSMETICS IN LITHUANIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Positive growth as consumers return to socialising and theworkplace
Convenience and quality drive sales of BB/CC creams andmascara
L'Oreal retain its lead, however, Cosnova is rising competition
PROSPECTS AND OPPORTUNITIES
The natural trend is a rising challenge for colour cosmeticbrands
Nail care salons continue to shrink the popularity of at-home nailcare
Cosnova continues to increase its competitive position againstL'Oreal
CATEGORY DATA
Table 42 Sales of Colour Cosmetics by Category: Value 2018-2023
Table 43 Sales of Colour Cosmetics by Category: % Value Growth 2018-2023
Table 44 Sales of Colour Cosmetics by Premium vs Mass: % Value 2018-2023
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2019-2023
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2020-2023
Table 47 LBN Brand Shares of Premium Colour Cosmetics: % Value 2020-2023
Table 48 Forecast Sales of Colour Cosmetics by Category: Value 2023-2028
Table 49 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2023-2028
Table 50 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2023-2028
DEODORANTS IN LITHUANIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
The return to socialising and the workplace drives demand for deodorants in 2023
Rising interest in natural deodorants shapes the competitivelandscape
Old Spice increases share while Gillette and Nivea offer new productchoices
PROSPECTS AND OPPORTUNITIES
Natural products and a shift to premiumisation present growthopportunities
Allergies and skin concerns drive growth in the pharmacychannel
Consumers continue to preference deodorant roll-ons andsprays
CATEGORY DATA
Table 51 Sales of Deodorants by Category: Value 2018-2023
Table 52 Sales of Deodorants by Category: % Value Growth 2018-2023
Table 53 Sales of Deodorants by Premium vs Mass: % Value 2018-2023
Table 54 NBO Company Shares of Deodorants: % Value 2019-2023
Table 55 LBN Brand Shares of Deodorants: % Value 2020-2023
Table 56 LBN Brand Shares of Premium Deodorants: % Value 2020-2023
Table 57 Forecast Sales of Deodorants by Category: Value 2023-2028
Table 58 Forecast Sales of Deodorants by Category: % Value Growth 2023-2028
Table 59 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2023-2028
DEPILATORIES IN LITHUANIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Retail volume growth is positive in all areas, driven by socialising and warmweather
Beauty salons negatively impact growth, challenging sales as consumers seekprofessionals
Veet retains its lead in hair removers/bleaches, while Gillette Venus holds its overall topspot
PROSPECTS AND OPPORTUNITIES
Sales struggle as laser hair removal becomes an affordable option
Gillette Venus maintains a strong position as Wilkinson has potential to gainground
Affordable multi-packs versus high-quality, long-lasting razors and blades
CATEGORY DATA
Table 60 Sales of Depilatories by Category: Value 2018-2023
Table 61 Sales of Depilatories by Category: % Value Growth 2018-2023
Table 62 NBO Company Shares of Depilatories: % Value 2019-2023
Table 63 LBN Brand Shares of Depilatories: % Value 2020-2023
Table 64 Forecast Sales of Depilatories by Category: Value 2023-2028
Table 65 Forecast Sales of Depilatories by Category: % Value Growth 2023-2028
FRAGRANCES IN LITHUANIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Sales through physical retailing and gifting rise as socialising drivesgrowth
Premium fragrances drive sales as niche offerings gainground
Unisex brands grow in popularity, especially among Generation Zconsumers
PROSPECTS AND OPPORTUNITIES
Ongoing growth for fragrances driven by premium and niche offerings
Digitalisation expands as sales through e-commerce continuetorise
Growing demand for affordable premium unisex fragrances
CATEGORY DATA
Table 66 Sales of Fragrances by Category: Value 2018-2023
Table 67 Sales of Fragrances by Category: % Value Growth 2018-2023
Table 68 NBO Company Shares of Fragrances: % Value 2019-2023
Table 69 LBN Brand Shares of Fragrances: % Value 2020-2023
Table 70 LBN Brand Shares of Premium Men's Fragrances: % Value 2020-2023
Table 71 LBN Brand Shares of Premium Women's Fragrances: % Value 2020-2023
Table 72 Forecast Sales of Fragrances by Category: Value 2023-2028
Table 73 Forecast Sales of Fragrances by Category: % Value Growth 2023-2028
HAIR CARE IN LITHUANIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
A decline in supermarket hair care sales as consumers opt for salon-gradesolutions
Women favour specialist products, while men use multi-functionalofferings
Newcomers enter the landscape using social media platforms, includingTikTok
PROSPECTS AND OPPORTUNITIES
Professional hair care grows as 2-in-1 products record a decline
Local players and tailored product lines increase over the forecastperiod
Sustainabilityis setto shape product innovation andpackaging
CATEGORY DATA
Table 74 Sales of Hair Care by Category: Value 2018-2023
Table 75 Sales of Hair Care by Category: % Value Growth 2018-2023
Table 76 Sales of Hair Care by Premium vs Mass: % Value 2018-2023
Table 77 NBO Company Shares of Hair Care: % Value 2019-2023
Table 78 LBN Brand Shares of Hair Care: % Value 2020-2023
Table 79 NBO Company Shares of Salon Professional Hair Care: % Value 2019-2023
Table 80 LBN Brand Shares of Salon Professional Hair Care: % Value 2020-2023
Table 81 LBN Brand Shares of Premium Hair Care: % Value 2020-2023
Table 82 Forecast Sales of Hair Care by Category: Value 2023-2028
Table 83 Forecast Sales of Hair Care by Category: % Value Growth 2023-2028
Table 84 Forecast Sales of Hair Care by Premium vs Mass: % Value 2023-2028
MEN'S GROOMING IN LITHUANIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Out-of-home activities boost sales of men's fragrances and haircare
Premium products struggle as men preference mass brands inskin careand bath andshower
Procter and Gamble invest in King C and Old Spice during 2023
PROSPECTS AND OPPORTUNITIES
A rising focus on beard care as men move away from shaving
The mass marketis setto dominate men's purchases over the forecast period
Innovations which focus on targeting specific problemsboostgrowth
CATEGORY DATA
Table 85 Sales of Mens Grooming by Category: Value 2018-2023
Table 86 Sales of Mens Grooming by Category: % Value Growth 2018-2023
Table 87 Sales of Men's Razors and Blades by Type: % Value Breakdown 2020-2023
Table 88 Sales of Men's Skin Care by Type: % Value Breakdown 2020-2023
Table 89 NBO Company Shares of Mens Grooming: % Value 2019-2023
Table 90 LBN Brand Shares of Mens Grooming: % Value 2020-2023
Table 91 LBN Brand Shares of Men's Razors and Blades: % Value 2020-2023
Table 92 Forecast Sales of Mens Grooming by Category: Value 2023-2028
Table 93 Forecast Sales of Mens Grooming by Category: % Value Growth 2023-2028
ORAL CARE IN LITHUANIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Retail value growth driven by ongoing inflation, leading retail volume sales to decline
Denture care offers strong opportunities while dental floss gainsground
Multinationals remain in top positions with local players offering flavourinnovations
PROSPECTS AND OPPORTUNITIES
Steady growth as innovations focus on targeted benefits, includingwhitening
Electric toothbrushes gain ground as rising availability drivessales
Availability of sustainable goods rises, however, consumers remainprice-conscious
CATEGORY DATA
Table 94 Sales of Oral Care by Category: Value 2018-2023
Table 95 Sales of Oral Care by Category: % Value Growth 2018-2023
Table 96 Sales of Toothbrushes by Category: Value 2018-2023
Table 97 Sales of Toothbrushes by Category: % Value Growth 2018-2023
Table 98 Sales of Toothpaste by Type: % Value Breakdown 2019-2023
Table 99 NBO Company Shares of Oral Care: % Value 2019-2023
Table 100 LBN Brand Shares of Oral Care: % Value 2020-2023
Table 101 Forecast Sales of Oral Care by Category: Value 2023-2028
Table 102 Forecast Sales of Oral Care by Category: % Value Growth 2023-2028
Table 103 Forecast Sales of Toothbrushes by Category: Value 2023-2028
Table 104 Forecast Sales of Toothbrushes by Category: % Value Growth 2023-2028
SKIN CARE IN LITHUANIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Double-digit retail value growth as skin care routines remain in place
Face hydration and moisturisingdrivesongoing growth in 2023
Pharmaciesbecomea key retail channel, increasingly offering premiumskincare
PROSPECTS AND OPPORTUNITIES
Rising disposable incomes drive growth as premium skin carerises
The natural look drives growth in skin care as consumers seek a freshface
Retaining consumer loyalty becomes challenging as competitionintensifies
CATEGORY DATA
Table 105 Sales of Skin Care by Category: Value 2018-2023
Table 106 Sales of Skin Care by Category: % Value Growth 2018-2023
Table 107 NBO Company Shares of Skin Care: % Value 2019-2023
Table 108 LBN Brand Shares of Skin Care: % Value 2020-2023
Table 109 LBN Brand Shares of Premium Skin Care: % Value 2020-2023
Table 110 Forecast Sales of Skin Care by Category: Value 2023-2028
Table 111 Forecast Sales of Skin Care by Category: % Value Growth 2023-2028
SUN CARE IN LITHUANIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Positive retail value and volume growth bolstered by the warmweather
Self-tanning drives positive retail volume sales in 2023
Premiumisation rises as derma brands gain popularity on the sun carelandscape
PROSPECTS AND OPPORTUNITIES
Daily SPF use increases as consumers focus onskin careroutines
Premium and derma sun care continue to gain ground across the comingyears
Holidays in hot locations drive sales of sun care products over the forecast period
CATEGORY DATA
Table 112 Sales of Sun Care by Category: Value 2018-2023
Table 113 Sales of Sun Care by Category: % Value Growth 2018-2023
Table 114 Sales of Sun Care by Premium vs Mass: % Value 2018-2023
Table 115 NBO Company Shares of Sun Care: % Value 2019-2023
Table 116 LBN Brand Shares of Sun Care: % Value 2020-2023
Table 117 LBN Brand Shares of Premium Adult Sun Care: % Value 2020-2023
Table 118 Forecast Sales of Sun Care by Category: Value 2023-2028
Table 119 Forecast Sales of Sun Care by Category: % Value Growth 2023-2028
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