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Sales of beauty and personal care in Lithuanian in 2020 were most negatively impacted by the two national lockdowns and self-isolation recommendations. People were cautious of travelling and attending public events and working from home became a new normal for most office workers. As such, consumers spent extended time at home in 2020 and had fewer incentives to dress up. This has led to some consumers caring less about their aesthetics and thus they purchased fewer products that are looks-focus...
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 2016-2020, allowing you to identify the sectors driving growth. Forecasts to 2025 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.TABLE OF CONTENTS
List Of Contents And Tables
EXECUTIVE SUMMARY
COVID-19 impact on beauty and personal care
COVID-19 country impact
Company response
Retailing shift
What next for beauty and personal care?
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2015-2020 Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020 Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020 Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020 Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2015-2020 Table 7 Distribution of Beauty and Personal Care by Format: % Value 2015-2020 Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2020 Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025 Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2020-2025GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research SourcesMASS BEAUTY AND PERSONAL CARE IN LITHUANIA
KEY DATA FINDINGS
2020 IMPACT
Diminished incomes reduced demand for non-essential category products
Private label saw share increase due to consumers seeking cheaper options
Retailers compete for consumer attention through strong price discounts
RECOVERY AND OPPORTUNITIES
Price-sensitivity to remain and continued restrictions keep purchasing power low
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 2015-2020 Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2016-2020 Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2017-2020 Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2020-2025 Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2020-2025PREMIUM BEAUTY AND PERSONAL CARE IN LITHUANIA
KEY DATA FINDINGS
2020 IMPACT
Boosted savings due to lockdown measures limit decline in premium category
Beauty and hair salon closures led to boosted sales for specific treatments
Extended time at home leads to increased interest in pampering beauty routines
RECOVERY AND OPPORTUNITIES
Local premium brands to increase share in category
MATH expected to see growth as it focuses on its minimalist concept
Premiumisation to continue as consumers increasingly seek new, unique experiences
CATEGORY DATA
Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2015-2020 Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2016-2020 Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2017-2020 Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2020-2025 Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2020-2025BABY AND CHILD-SPECIFIC PRODUCTS IN LITHUANIA
KEY DATA FINDINGS
2020 IMPACT
Moderate declines as many categories remain vital for cleaning, care, and medicative purposes
Personal hygiene interest boosts sales of bubble bath and shampoos
Multinational players continue to dominate sales
RECOVERY AND OPPORTUNITIES
Interest in products designed specifically for babies and children to continue developing
Parents to increasingly seek high-quality, natural products
Demand for sun care to return as consumers remain keen to travel
CATEGORY DATA
Table 23 Sales of Baby and Child-specific Products by Category: Value 2015-2020 Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2015-2020 Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2015-2020 Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2016-2020 Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2017-2020 Table 28 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2017-2020 Table 29 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2017-2020 Table 30 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025 Table 31 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025 Table 32 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025BATH AND SHOWER IN LITHUANIA
KEY DATA FINDINGS
2020 IMPACT
Increased desire for cleanliness boosts sales of bath and shower products, particularly thanks to liquid soap
Direct sellers adapt social media influencer behaviour to boost sales
Category sales strongly stimulated by price promotions across retailers
RECOVERY AND OPPORTUNITIES
Private label Nida set for growing shares as financial impact will continue to affect low- to mid-income consumers
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 2015-2020 Table 34 Sales of Bath and Shower by Category: % Value Growth 2015-2020 Table 35 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020 Table 36 NBO Company Shares of Bath and Shower: % Value 2016-2020 Table 37 LBN Brand Shares of Bath and Shower: % Value 2017-2020 Table 38 LBN Brand Shares of Premium Bath and Shower: % Value 2017-2020 Table 39 Forecast Sales of Bath and Shower by Category: Value 2020-2025 Table 40 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025 Table 41 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025COLOUR COSMETICS IN LITHUANIA
KEY DATA FINDINGS
2020 IMPACT
Face masks and economic downturn have negative impact on 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
RECOVERY AND OPPORTUNITIES
Colourful make-up trends set to support category recovery
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 2015-2020 Table 43 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020 Table 44 Sales of Colour Cosmetics by Premium vs Mass: % Value 2015-2020 Table 45 NBO Company Shares of Colour Cosmetics: % Value 2016-2020 Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020 Table 47 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020 Table 48 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025 Table 49 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025 Table 50 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2020-2025DEODORANTS IN LITHUANIA
KEY DATA FINDINGS
2020 IMPACT
Essential everyday use mitigates decline for deodorants as most consumers continue to take care of their body odour
Strong growth for e-commerce as consumers turn online for higher-quality products
Low price remains a major factor supporting demand for deodorants
RECOVERY AND OPPORTUNITIES
New packaging for Margarita to support brand's higher-quality image
New product development to centre around sustainability and naturalness
Interest in premium natural deodorants creates opportunities for smaller players to emerge
CATEGORY DATA
Table 51 Sales of Deodorants by Category: Value 2015-2020 Table 52 Sales of Deodorants by Category: % Value Growth 2015-2020 Table 53 Sales of Deodorants by Premium vs Mass: % Value 2015-2020 Table 54 NBO Company Shares of Deodorants: % Value 2016-2020 Table 55 LBN Brand Shares of Deodorants: % Value 2017-2020 Table 56 LBN Brand Shares of Premium Deodorants: % Value 2017-2020 Table 57 Forecast Sales of Deodorants by Category: Value 2020-2025 Table 58 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025 Table 59 Forecast Sales of Deodorants by Premium vs Mass: % Value 2020-2025DEPILATORIES IN LITHUANIA
KEY DATA FINDINGS
2020 IMPACT
Small decline for depilatories as limited opportunity for professional treatment leads many to purchase retail products instead
Averages unit prices see reduced growth as decreased demand leads to intensive price promotions
Stable competitive landscape with minimal ranking movement
RECOVERY 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 2015-2020 Table 61 Sales of Depilatories by Category: % Value Growth 2015-2020 Table 62 NBO Company Shares of Depilatories: % Value 2016-2020 Table 63 LBN Brand Shares of Depilatories: % Value 2017-2020 Table 64 Forecast Sales of Depilatories by Category: Value 2020-2025 Table 65 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025FRAGRANCES IN LITHUANIA
KEY DATA FINDINGS
2020 IMPACT
Limited social activities reduces demand for fragrances
Strong shift towards e-commerce as consumers increasingly shop from home
Premium fragrances fares better than mass fragrances as affluent consumers can continue spending
RECOVERY AND OPPORTUNITIES
Price promotions expected to continue being a key strategy for retailers
New product development expected in premium fragrances as upper-income consumers continue to try new scents
Direct sellers to increasing use social media to attract consumers
CATEGORY DATA
Table 66 Sales of Fragrances by Category: Value 2015-2020 Table 67 Sales of Fragrances by Category: % Value Growth 2015-2020 Table 68 NBO Company Shares of Fragrances: % Value 2016-2020 Table 69 LBN Brand Shares of Fragrances: % Value 2017-2020 Table 70 LBN Brand Shares of Premium Men's Fragrances: % Value 2017-2020 Table 71 LBN Brand Shares of Premium Women's Fragrances: % Value 2017-2020 Table 72 Forecast Sales of Fragrances by Category: Value 2020-2025 Table 73 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025HAIR CARE IN LITHUANIA
KEY DATA FINDINGS
2020 IMPACT
Consumers continued essential hair health treatments at home, boosting sales for hair loss treatments and conditioners and treatments
Colourants enjoy increased popularity as hair salons close forcing consumers to perform colouring treatments at home
Salon professional hair care continued to grow as affluent consumers continued to spend to ensure hair health
RECOVERY AND OPPORTUNITIES
Price promotions to remain key strategy whilst economic damage continues
Naturalness and sustainability trends to return as economy stabilises
New product launches expected as local players increase presence in hair care
CATEGORY DATA
Table 74 Sales of Hair Care by Category: Value 2015-2020 Table 75 Sales of Hair Care by Category: % Value Growth 2015-2020 Table 76 Sales of Hair Care by Premium vs Mass: % Value 2015-2020 Table 77 NBO Company Shares of Hair Care: % Value 2016-2020 Table 78 LBN Brand Shares of Hair Care: % Value 2017-2020 Table 79 NBO Company Shares of Salon Professional Hair Care: % Value 2016-2020 Table 80 LBN Brand Shares of Salon Professional Hair Care: % Value 2017-2020 Table 81 LBN Brand Shares of Premium Hair Care: % Value 2017-2020 Table 82 Forecast Sales of Hair Care by Category: Value 2020-2025 Table 83 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025 Table 84 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025MEN'S GROOMING IN LITHUANIA
KEY DATA FINDINGS
2020 IMPACT
Declines for men's grooming as reduced socialising led men to relax their habits
Premium men's grooming less impacted than mass as the earnings of higher-income consumer are more resilient
Men's bath and shower record decreases as consumers increasingly purchase unisex products for the whole family to use
RECOVERY AND OPPORTUNITIES
Short-lived recovery expected for men's shaving as barber shop will create competition when they reopen
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 2015-2020 Table 86 Sales of Men's Grooming by Category: % Value Growth 2015-2020 Table 87 Sales of Men's Razors and Blades by Type: % Value Breakdown 2016-2020 Table 88 Sales of Men's Skin Care by Type: % Value Breakdown 2016-2020 Table 89 NBO Company Shares of Men's Grooming: % Value 2016-2020 Table 90 LBN Brand Shares of Men's Grooming: % Value 2017-2020 Table 91 LBN Brand Shares of Men's Razors and Blades: % Value 2017-2020 Table 92 Forecast Sales of Men's Grooming by Category: Value 2020-2025 Table 93 Forecast Sales of Men's Grooming by Category: % Value Growth 2020-2025ORAL CARE IN LITHUANIA
KEY DATA FINDINGS
2020 IMPACT
Mixed reactions to COVID-19 lockdowns ultimately leads to category decline
New product launches from oral care players to gain consumer attention during at time of decreased demand
Limited education over dental health routines prevents growth for mouthwashes/dental rinses
RECOVERY AND OPPORTUNITIES
Quick recovery expected for electric toothbrushes as consumers strive to maintain better oral health
Sustainability expected to increasingly influence new product development
Teeth whiteners to continue to increase as interest in aesthetics continues to grow
CATEGORY DATA
Table 94 Sales of Oral Care by Category: Value 2015-2020 Table 95 Sales of Oral Care by Category: % Value Growth 2015-2020 Table 96 Sales of Toothbrushes by Category: Value 2015-2020 Table 97 Sales of Toothbrushes by Category: % Value Growth 2015-2020 Table 98 Sales of Toothpaste by Type: % Value Breakdown 2016-2020 Table 99 NBO Company Shares of Oral Care: % Value 2016-2020 Table 100 LBN Brand Shares of Oral Care: % Value 2017-2020 Table 101 Forecast Sales of Oral Care by Category: Value 2020-2025 Table 102 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025 Table 103 Forecast Sales of Toothbrushes by Category: Value 2020-2025 Table 104 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025SKIN CARE IN LITHUANIA
KEY DATA FINDINGS
2020 IMPACT
Pampering skin becomes a popular leisure activity during lockdown
Strong performance from trustworthy, credible local brands as consumers turn to brands with specific health claims
Need for hand care boosted by frequent hand cleansing but reduced through limited exposure to cold weather and dry environments
RECOVERY AND OPPORTUNITIES
Margarita set for strong growth through emphasis on its local heritage
Players to increasingly incorporate vitamin C into formulae as it grows in popularity
At-home skin pampering to lose relevance as restrictions relax and consumers spend time and money on other activities
CATEGORY DATA
Table 105 Sales of Skin Care by Category: Value 2015-2020 Table 106 Sales of Skin Care by Category: % Value Growth 2015-2020 Table 107 NBO Company Shares of Skin Care: % Value 2016-2020 Table 108 LBN Brand Shares of Skin Care: % Value 2017-2020 Table 109 LBN Brand Shares of Premium Skin Care: % Value 2017-2020 Table 110 Forecast Sales of Skin Care by Category: Value 2020-2025 Table 111 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025SUN CARE IN LITHUANIA
KEY DATA FINDINGS
2020 IMPACT
Travel restrictions limit demand for sun care products
New launch from Manila in line with increasing demand for local products
Baby and child-specific sun care recorded smallest decreases due to parents taking care of their offspring's' sensitive skin
RECOVERY AND OPPORTUNITIES
Increasing awareness of harmful effects of sun set to boost category recovery
Self-tanning to experience recovery in line with relaxation of COVID-19 restrictions
Value for money to remain key purchasing factor whilst economic instability continues
CATEGORY DATA
Table 112 Sales of Sun Care by Category: Value 2015-2020 Table 113 Sales of Sun Care by Category: % Value Growth 2015-2020 Table 114 Sales of Sun Care by Premium vs Mass: % Value 2015-2020 Table 115 NBO Company Shares of Sun Care: % Value 2016-2020 Table 116 LBN Brand Shares of Sun Care: % Value 2017-2020 Table 117 LBN Brand Shares of Premium Adult Sun Care: % Value 2017-2020 Table 118 Forecast Sales of Sun Care by Category: Value 2020-2025 Table 119 Forecast Sales of Sun Care by Category: % Value Growth 2020-2025 Table 120 Forecast Sales of Sun Care by Premium vs Mass: % Value 2020-2025