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Beauty and Personal Care in Lithuania

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    Report

  • 105 Pages
  • May 2023
  • Region: Lithuania
  • Euromonitor International
  • ID: 2570164
In 2022, the landscape for beauty and personal care in Lithuania recorded robust retail value growth, with fragrances, colour cosmetics, skin care and deodorants overperforming other product areas. Despite inflation concerns and multiple unit price increases over the year, consumption remained strong, with a slight decrease aligning to the beginning of the war in Ukraine, which predominantly led to supply chain challenges and retail price increases. In addition, consumption became less important...

The 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 2018-2022, allowing you to identify the sectors driving growth. Forecasts to 2027 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.
The publisher 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, the publisher has a unique capability to develop reliable information resources to help drive informed strategic planning.

Table of Contents

BEAUTY AND PERSONAL CARE IN LITHUANIA
EXECUTIVE SUMMARY
  • Beauty and personal care in 2022: The big picture
  • 2022 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 2017-2022
  • Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022
  • Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2018-2022
  • Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2018-2022
  • Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2019-2022
  • Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2017-2022
  • Table 7 Distribution of Beauty and Personal Care by Format: % Value 2017-2022
  • Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2022
  • Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2022-2027
  • Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
  • Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN LITHUANIA
KEY DATA FINDINGS
  • 2022 DEVELOPMENTS
  • Growth of the premium landscape slows the performance of the mass market
  • Recovering colour cosmetics sales surge demand for budget-friendly cleansers
  • Price remains an important factor in decision making for mass consumers
PROSPECTS AND OPPORTUNITIES
  • Colour cosmetics and hair care expect negative growth rates
  • Mass market leaders establish stronger positions across the coming years
  • E-commerce and physical retailing set to squeeze the mass market
CATEGORY DATA
  • Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
  • Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022
  • Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2018-2022
  • Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2019-2022
  • Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2022-2027
  • Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2022-2027
PREMIUM BEAUTY AND PERSONAL CARE IN LITHUANIA
KEY DATA FINDINGS
  • 2022 DEVELOPMENTS
  • Premiumisation intensifies further as knowledge surrounding ingredients rises
  • The traditional premium landscape faces an increasingly competitive environment
  • Facial care and fragrances lead the premiumisation trend
PROSPECTS AND OPPORTUNITIES
  • High-quality facial care continues to shape the landscape
  • Professional hair care is set to gradually replace mass hair products
  • Demand for value and price drives innovation and competitiveness
CATEGORY DATA
  • Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
  • Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022
  • Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2018-2022
  • Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2019-2022
  • Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2022-2027
  • Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2022-2027
BABY AND CHILD-SPECIFIC PRODUCTS IN LITHUANIA
KEY DATA FINDINGS
  • 2022 DEVELOPMENTS
  • Solid growth as parents invest in products despite unit price increases
  • Derma cosmetics leads sun care as parents prioritise quality options
  • Multinational players dominate sales; however, local options gain ground
PROSPECTS AND OPPORTUNITIES
  • Skin products boost demand as awareness of skin-related issues rises
  • The competition among top and low-price options grows
  • Natural and organic ingredients play an increasingly important role
CATEGORY DATA
  • Table 23 Sales of Baby and Child-specific Products by Category: Value 2017-2022
  • Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
  • Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022
  • Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2018-2022
  • Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2019-2022
  • Table 28 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2019-2022
  • Table 29 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2019-2022
  • Table 30 Forecast Sales of Baby and Child-specific Products by Category: Value 2022-2027
  • Table 31 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2022-2027
  • Table 32 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2022-2027
BATH AND SHOWER IN LITHUANIA
KEY DATA FINDINGS
  • 2022 DEVELOPMENTS
  • As the threat of COVID-19 reduces, sales of hand hygiene products decline
  • The local leader remains in its top position, while direct selling struggles
  • Sales are strongly stimulated by price promotions across retailers
PROSPECTS AND OPPORTUNITIES
  • Everyday hygiene necessities drive bath and shower across the forecast period
  • Slow shift towards sustainable packaging and clean ingredients
  • Increasing share for pharmacists due to the wide range of functional products
CATEGORY DATA
  • Table 33 Sales of Bath and Shower by Category: Value 2017-2022
  • Table 34 Sales of Bath and Shower by Category: % Value Growth 2017-2022
  • Table 35 Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022
  • Table 36 NBO Company Shares of Bath and Shower: % Value 2018-2022
  • Table 37 LBN Brand Shares of Bath and Shower: % Value 2019-2022
  • Table 38 LBN Brand Shares of Premium Bath and Shower: % Value 2019-2022
  • Table 39 Forecast Sales of Bath and Shower by Category: Value 2022-2027
  • Table 40 Forecast Sales of Bath and Shower by Category: % Value Growth 2022-2027
  • Table 41 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2022-2027
COLOUR COSMETICS IN LITHUANIA
KEY DATA FINDINGS
  • 2022 DEVELOPMENTS
  • Return to pre-COVID-19 routines improve colour cosmetics sales significantly
BB/CC creams perform well thanks to the growing trend of a natural appearance
  • L’Oréal is behind market growth but remains in the leading position
PROSPECTS AND OPPORTUNITIES
  • Colour cosmetics that feature skin care properties drive the quality-over-quantity trend
  • Premiumisation to accelerate as affluent consumers saved money during lockdown
  • Nail care salons continue to shrink the popularity of at-home nail care
CATEGORY DATA
  • Table 42 Sales of Colour Cosmetics by Category: Value 2017-2022
  • Table 43 Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
  • Table 44 Sales of Colour Cosmetics by Premium vs Mass: % Value 2017-2022
  • Table 45 NBO Company Shares of Colour Cosmetics: % Value 2018-2022
  • Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2019-2022
  • Table 47 LBN Brand Shares of Premium Colour Cosmetics: % Value 2019-2022
  • Table 48 Forecast Sales of Colour Cosmetics by Category: Value 2022-2027
  • Table 49 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2022-2027
  • Table 50 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2022-2027
DEODORANTS IN LITHUANIA
KEY DATA FINDINGS
  • 2022 DEVELOPMENTS
  • The landscape recovers from COVID-19 as out-of-home activities heighten
  • Deodorant roll-ons benefit due to lack of perceived harmful side effects
  • Rising interest in natural deodorants drives current retail value growth
PROSPECTS AND OPPORTUNITIES
  • Consumers continue to preference deodorant roll-ons and sprays
  • Premiumisation to be driven by consumers' allergies and skin concerns
  • New packaging for Margarita to support the brand's higher-quality image
CATEGORY DATA
  • Table 51 Sales of Deodorants by Category: Value 2017-2022
  • Table 52 Sales of Deodorants by Category: % Value Growth 2017-2022
  • Table 53 Sales of Deodorants by Premium vs Mass: % Value 2017-2022
  • Table 54 NBO Company Shares of Deodorants: % Value 2018-2022
  • Table 55 LBN Brand Shares of Deodorants: % Value 2019-2022
  • Table 56 LBN Brand Shares of Premium Deodorants: % Value 2019-2022
  • Table 57 Forecast Sales of Deodorants by Category: Value 2022-2027
  • Table 58 Forecast Sales of Deodorants by Category: % Value Growth 2022-2027
  • Table 59 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2022-2027
DEPILATORIES IN LITHUANIA
KEY DATA FINDINGS
  • 2022 DEVELOPMENTS
  • Beauty salons negatively impact the landscape as consumers seek professionals
  • Consumers continue to view women’s pre-shave products as unessential
  • The competitive landscape remains stable as multinationals retain the lead
PROSPECTS AND OPPORTUNITIES
  • Affordable multi-packs versus high-quality, long-lasting razors and blades
  • Professional hair-removing services are set to replace premium depilatories gradually
  • Avon’s withdrawal from women’s pre-shave leaves the landscape open
CATEGORY DATA
  • Table 60 Sales of Depilatories by Category: Value 2017-2022
  • Table 61 Sales of Depilatories by Category: % Value Growth 2017-2022
  • Table 62 NBO Company Shares of Depilatories: % Value 2018-2022
  • Table 63 LBN Brand Shares of Depilatories: % Value 2019-2022
  • Table 64 Forecast Sales of Depilatories by Category: Value 2022-2027
  • Table 65 Forecast Sales of Depilatories by Category: % Value Growth 2022-2027
FRAGRANCES IN LITHUANIA
KEY DATA FINDINGS
  • 2022 DEVELOPMENTS
  • Women's fragrance sales rise as consumers return to pre-pandemic routines
  • Rising inflation and price points do not impact sales of premium fragrances
  • Unisex brands gain ground, especially among Generation Z consumers
PROSPECTS AND OPPORTUNITIES
  • Growing demand for affordable premium unisex fragrances
  • Digitalisation expands as sales through e-commerce continue to rise
  • The mass fragrance landscape shrinks as premium fragrances drive growth
CATEGORY DATA
  • Table 66 Sales of Fragrances by Category: Value 2017-2022
  • Table 67 Sales of Fragrances by Category: % Value Growth 2017-2022
  • Table 68 NBO Company Shares of Fragrances: % Value 2018-2022
  • Table 69 LBN Brand Shares of Fragrances: % Value 2019-2022
  • Table 70 LBN Brand Shares of Premium Men's Fragrances: % Value 2019-2022
  • Table 71 LBN Brand Shares of Premium Women's Fragrances: % Value 2019-2022
  • Table 72 Forecast Sales of Fragrances by Category: Value 2022-2027
  • Table 73 Forecast Sales of Fragrances by Category: % Value Growth 2022-2027
HAIR CARE IN LITHUANIA
KEY DATA FINDINGS
  • 2022 DEVELOPMENTS
  • Rising awareness of effectiveness boosts sales for salon professional hair care
  • Women favour specialist products, while men continue using multi-functional offerings
  • Local players launch salon professional hair care lines to drive sales
PROSPECTS AND OPPORTUNITIES
  • Organic care fails to fulfil consumers demand for healthy-looking hair
  • Professional salon hair care set to noticeably increase its share
  • Local players and tailored product lines increase over the forecast period
CATEGORY DATA
  • Table 74 Sales of Hair Care by Category: Value 2017-2022
  • Table 75 Sales of Hair Care by Category: % Value Growth 2017-2022
  • Table 76 Sales of Hair Care by Premium vs Mass: % Value 2017-2022
  • Table 77 NBO Company Shares of Hair Care: % Value 2018-2022
  • Table 78 LBN Brand Shares of Hair Care: % Value 2019-2022
  • Table 79 NBO Company Shares of Salon Professional Hair Care: % Value 2018-2022
  • Table 80 LBN Brand Shares of Salon Professional Hair Care: % Value 2019-2022
  • Table 81 LBN Brand Shares of Premium Hair Care: % Value 2019-2022
  • Table 82 Forecast Sales of Hair Care by Category: Value 2022-2027
  • Table 83 Forecast Sales of Hair Care by Category: % Value Growth 2022-2027
  • Table 84 Forecast Sales of Hair Care by Premium vs Mass: % Value 2022-2027
MEN'S GROOMING IN LITHUANIA
KEY DATA FINDINGS
  • 2022 DEVELOPMENTS
  • Out-of-home activities boost sales of men’s fragrances and deodorants
  • Traditional brands perform well as men remain loyal to their favourites
  • The beard trend stifles growth potential for men’s shaving
PROSPECTS AND OPPORTUNITIES
  • Demand for men’s grooming intensifies across the forecast period
  • Demand for electric shaving negative impacts sales of men’s grooming products
  • Innovations which focuses on targeting specific problems boosts growth
CATEGORY DATA
  • Table 85 Sales of Men’s Grooming by Category: Value 2017-2022
  • Table 86 Sales of Men’s Grooming by Category: % Value Growth 2017-2022
  • Table 87 Sales of Men's Razors and Blades by Type: % Value Breakdown 2019-2022
  • Table 88 Sales of Men's Skin Care by Type: % Value Breakdown 2019-2022
  • Table 89 NBO Company Shares of Men’s Grooming: % Value 2018-2022
  • Table 90 LBN Brand Shares of Men’s Grooming: % Value 2019-2022
  • Table 91 LBN Brand Shares of Men's Razors and Blades: % Value 2019-2022
  • Table 92 Forecast Sales of Men’s Grooming by Category: Value 2022-2027
  • Table 93 Forecast Sales of Men’s Grooming by Category: % Value Growth 2022-2027
ORAL CARE IN LITHUANIA
KEY DATA FINDINGS
  • 2022 DEVELOPMENTS
  • Traditional oral care products saw the lowest growth in 2022
  • Oral care habits benefit manual toothbrushes, while mouthwashes/dental rinses lag behind
  • Leaders remain in top positions with local players offer flavour innovations
PROSPECTS AND OPPORTUNITIES
  • Competition among oral care to grow, boosting opportunity for overall growth
  • Availability of sustainable goods rises, however, consumers remain price conscious
  • Teeth whiteners to continue to increase as interest in aesthetics continues to grow
CATEGORY DATA
  • Table 94 Sales of Oral Care by Category: Value 2017-2022
  • Table 95 Sales of Oral Care by Category: % Value Growth 2017-2022
  • Table 96 Sales of Toothbrushes by Category: Value 2017-2022
  • Table 97 Sales of Toothbrushes by Category: % Value Growth 2017-2022
  • Table 98 Sales of Toothpaste by Type: % Value Breakdown 2018-2022
  • Table 99 NBO Company Shares of Oral Care: % Value 2018-2022
  • Table 100 LBN Brand Shares of Oral Care: % Value 2019-2022
  • Table 101 Forecast Sales of Oral Care by Category: Value 2022-2027
  • Table 102 Forecast Sales of Oral Care by Category: % Value Growth 2022-2027
  • Table 103 Forecast Sales of Toothbrushes by Category: Value 2022-2027
  • Table 104 Forecast Sales of Toothbrushes by Category: % Value Growth 2022-2027
SKIN CARE IN LITHUANIA
KEY DATA FINDINGS
  • 2022 DEVELOPMENTS
  • Rising awareness and online skin care education drives sales during 2022
  • Face hydration and moisturising drives growth over cleansing
  • The strongest level of competitiveness since COVID-19
PROSPECTS AND OPPORTUNITIES
  • Everyday skin care routines boost sales of cleansers, moisturisers and anti-agers
  • Facial care phenomenon continues to lead, with room for growth
  • Retaining consumer loyalty becomes challenging as competition intensifies
CATEGORY DATA
  • Table 105 Sales of Skin Care by Category: Value 2017-2022
  • Table 106 Sales of Skin Care by Category: % Value Growth 2017-2022
  • Table 107 NBO Company Shares of Skin Care: % Value 2018-2022
  • Table 108 LBN Brand Shares of Skin Care: % Value 2019-2022
  • Table 109 LBN Brand Shares of Premium Skin Care: % Value 2019-2022
  • Table 110 Forecast Sales of Skin Care by Category: Value 2022-2027
  • Table 111 Forecast Sales of Skin Care by Category: % Value Growth 2022-2027
SUN CARE IN LITHUANIA
KEY DATA FINDINGS
  • 2022 DEVELOPMENTS
  • Self-tanning outperforms sun protection in growth terms
  • Baby and child-specific sun care drives the greatest demand
  • Derma brands gain popularity on the sun care landscape
PROSPECTS AND OPPORTUNITIES
  • Consumer demand SPF in their daily facial care routines
  • Sun protection leads the landscape as awareness of sun damage grows
  • Premium and derma sun care take over a portion of mass shares
CATEGORY DATA
  • Table 112 Sales of Sun Care by Category: Value 2017-2022
  • Table 113 Sales of Sun Care by Category: % Value Growth 2017-2022
  • Table 114 Sales of Sun Care by Premium vs Mass: % Value 2017-2022
  • Table 115 NBO Company Shares of Sun Care: % Value 2018-2022
  • Table 116 LBN Brand Shares of Sun Care: % Value 2019-2022
  • Table 117 LBN Brand Shares of Premium Adult Sun Care: % Value 2019-2022
  • Table 118 Forecast Sales of Sun Care by Category: Value 2022-2027
  • Table 119 Forecast Sales of Sun Care by Category: % Value Growth 2022-2027