Cosmetics And Toiletries in Lithuania
Euromonitor International's Cosmetics And Toiletries in Lithuania market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 114 | Publication date: Jun 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Baby care; Bath and shower products; Colour cosmetics; Deodorants; Depilatories; Fragrances; Hair care; Men's grooming products; Oral hygiene; Oral hygiene excl power toothbrushes; Premium cosmetics; Skin care; Sun care
Executive summary
Cosmetics and toiletries market continues its positive development
Lithuanian cosmetics and toiletries market continued its positive value growth, which was only little slower compared to average growth recorded during the review period. Slowdown was a result of increasing economy problems, which started to affect some categories in last quarter of the year. Trends of increasing consumer demand for personal grooming, constant development of new and innovative products with value added benefits, supported by heavy advertisement campaigns were the major drivers of growth. The strongest increase in value terms was experienced by men’s grooming, hair care and skin care.
Better personal grooming and natural/organic products – the key trends
Increasing importance of personal appearance and trend towards natural/organic products or ingredients were the key factors influencing majority of the cosmetic and toiletries categories. Further westernising of the Lithuanian lifestyle makes personal appearance more important amongst both genders, accordingly influencing people to spend more on grooming. Lithuanian consumers are taking better care of themselves by using a greater variety of products for different purposes, as they like looking good and being in shape. Alongside aspirations for looking better, consumers also demand for products which are more natural and organic, even though they have a higher price. To satisfy rising demand, the range of natural/organic products is rapidly growing with new launches from small independent companies to big multinationals.
Leading multinationals grow at the expense of small companies
New innovative launches and substantial advertising support helped big international companies like Procter & Gamble Lietuva, L’Oréal Baltic SIA, Beiersdorf UAB, strengthen their leading positions in the Lithuanian cosmetics and toiletries market in 2008. However, these multinationals were growing at the expense of smaller companies, usually coming from Poland, Russia or other neighbouring countries. Direct sellers, offering a variety of good quality/price ratio products and added value professional advice improved their position to remain strong market players. Overall expenditure on product advertising grew, with most advertising budget directed to the most efficient media channel – television.
Supermarkets/ hypermarkets leads distribution
The leading distribution channel, supermarkets/hypermarkets, only saw a slight increase its share due to slow expansion and often discounting promotions, which attracts many consumers. Supermarkets/hypermarkets had the strongest position in categories such as oral hygiene, men’s grooming and bath and shower products. Health and beauty retailers remained stable in second position. Its share grew due to the expanding network of existing players and new companies coming into the arena. Third most important distributors were direct sellers with strong established companies whose share steadily grew over whole review period.
Cosmetics and toiletries to be hit by economic recession
The cosmetics and toiletries market is expected to maintain its positive growth over the forecast period, but at much slower pace compared to the review period, as the economic recession is expected to impact on the market. In times of declining disposable income, people are likely to trade down, but the extent of which will vary from category to category. For products such as basic toiletries, people tend to go for the cheaper options, but the higher efficacy products such as nourishers/anti-agers will be more of a priority. Value sales are expected to suffer from increased discounting activities from the large chained retailers as a means to be more competitive. Large multinationals such as Procter & Gamble and L’Oréal which heavily invest in advertising for their brands are more likely to retain their customers.
Table of contents
COSMETICS AND TOILETRIES IN LITHUANIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Cosmetics and toiletries market continues its positive development
Better personal grooming and natural/organic products – the key trends
Leading multinationals grow at the expense of small companies
Supermarkets/ hypermarkets leads distribution
Cosmetics and toiletries to be hit by economic recession
MARKET DATA
Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2003-2008
Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2003-2008
Table 3 Sales of Premium Cosmetics by Sector: Value 2003-2008
Table 4 Sales of Premium Cosmetics by Sector: % Value Growth 2003-2008
Table 5 Cosmetics and Toiletries Company Shares by NBO Retail Value 2004-2008
Table 6 Cosmetics and Toiletries Company Shares by GBO Retail Value 2004-2008
Table 7 Cosmetics and Toiletries Brand Shares by Retail Value 2005-2008
Table 8 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2003-2008
Table 9 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2008
Table 10 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2008-2013
Table 11 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2008-2013
Table 12 Forecast Sales of Premium Cosmetics by Sector: Value 2008-2013
Table 13 Forecast Sales of Premium Cosmetics by Sector: % Value Growth 2008-2013
APPENDIX
Gift Sets
DEFINITIONS
Summary 1 Research Sources
BABY CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 14 Sales of Baby Care by Subsector: Value 2003-2008
Table 15 Sales of Baby Care by Subsector: % Value Growth 2003-2008
Table 16 Baby Care Premium Vs Mass % Analysis 2003-2008
Table 17 Baby Care Company Shares by Retail Value 2004-2008
Table 18 Baby Care Brand Shares by Retail Value 2005-2008
Table 19 Baby Sun Care Brand Shares by Retail Value 2005-2008
Table 20 Forecast Sales of Baby Care by Subsector: Value 2008-2013
Table 21 Forecast Sales of Baby Care by Subsector: % Value Growth 2008-2013
Table 22 Forecast Baby Care Premium Vs Mass % Analysis 2008-2013
BATH AND SHOWER PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 23 Sales of Bath and Shower Products by Subsector: Value 2003-2008
Table 24 Sales of Bath and Shower Products by Subsector: % Value Growth 2003-2008
Table 25 Bath and Shower Products Premium Vs Mass % Analysis 2003-2008
Table 26 Bath and Shower Products Company Shares by Retail Value 2004-2008
Table 27 Bath and Shower Products Brand Shares by Retail Value 2005-2008
Table 28 Forecast Sales of Bath and Shower Products by Subsector: Value 2008-2013
Table 29 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2008-2013
Table 30 Forecast Bath and Shower Products Premium Vs Mass % Analysis 2008-2013
DEODORANTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 31 Sales of Deodorants by Subsector: Value 2003-2008
Table 32 Sales of Deodorants by Subsector: % Value Growth 2003-2008
Table 33 Deodorants Premium Vs Mass % Analysis 2003-2008
Table 34 Deodorants Company Shares by Retail Value 2004-2008
Table 35 Deodorants Brand Shares by Retail Value 2005-2008
Table 36 Forecast Sales of Deodorants by Subsector: Value 2008-2013
Table 37 Forecast Sales of Deodorants by Subsector: % Value Growth 2008-2013
Table 38 Forecast Deodorants Premium Vs Mass % Analysis 2008-2013
HAIR CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 39 Sales of Hair Care by Subsector: Value 2003-2008
Table 40 Sales of Hair Care by Subsector: % Value Growth 2003-2008
Table 41 Hair Care Premium Vs Mass % Analysis 2003-2008
Table 42 Sales of Styling Agents by Type: % Value Breakdown 2005-2008
Table 43 Hair Care Company Shares by Retail Value 2004-2008
Table 44 Hair Care Brand Shares by Retail Value 2005-2008
Table 45 Salon Hair Care Brand Shares by Retail Value 2005-2008
Table 46 Forecast Sales of Hair Care by Subsector: Value 2008-2013
Table 47 Forecast Sales of Hair Care by Subsector: % Value Growth 2008-2013
Table 48 Forecast Hair Care Premium Vs Mass % Analysis 2008-2013
COLOUR COSMETICS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 49 Sales of Colour Cosmetics by Subsector: Value 2003-2008
Table 50 Sales of Colour Cosmetics by Subsector: % Value Growth 2003-2008
Table 51 Colour Cosmetics Premium Vs Mass % Analysis 2003-2008
Table 52 Colour Cosmetics Company Shares by Retail Value 2004-2008
Table 53 Colour Cosmetics Brand Shares by Retail Value 2005-2008
Table 54 Forecast Sales of Colour Cosmetics by Subsector: Value 2008-2013
Table 55 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2008-2013
Table 56 Forecast Colour Cosmetics Premium Vs Mass % Analysis 2008-2013
MEN’S GROOMING PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 57 Sales of Men's Grooming Products by Subsector: Value 2003-2008
Table 58 Sales of Men's Grooming Products by Subsector: % Value Growth 2003-2008
Table 59 Sales of Men's Razors and Blades by Type: % Value Breakdown 2005-2008
Table 60 Men's Grooming Products Company Shares by Retail Value 2004-2008
Table 61 Men's Grooming Products Brand Shares by Retail Value 2005-2008
Table 62 Men's Razors and Blades Brand Shares by Retail Value 2005-2008
Table 63 Forecast Sales of Men's Grooming Products by Subsector: Value 2008-2013
Table 64 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2008-2013
ORAL HYGIENE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 65 Sales of Oral Hygiene by Subsector: Value 2003-2008
Table 66 Sales of Oral Hygiene by Subsector: % Value Growth 2003-2008
Table 67 Sales of Manual and Power Toothbrushes by Type: Value 2003-2008
Table 68 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2003-2008
Table 69 Sales of Toothpaste by Type: % Value Breakdown 2005-2008
Table 70 Oral Hygiene Company Shares by Retail Value 2004-2008
Table 71 Oral Hygiene Brand Shares by Retail Value 2005-2008
Table 72 Forecast Sales of Oral Hygiene by Subsector: Value 2008-2013
Table 73 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2008-2013
Table 74 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2008-2013
Table 75 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2008-2013
FRAGRANCES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 76 Sales of Fragrances by Subsector: Value 2003-2008
Table 77 Sales of Fragrances by Subsector: % Value Growth 2003-2008
Table 78 Fragrances Premium Vs Mass % Analysis 2003-2008
Table 79 Fragrances Company Shares by Retail Value 2004-2008
Table 80 Fragrances Brand Shares by Retail Value 2005-2008
Table 81 Forecast Sales of Fragrances by Subsector: Value 2008-2013
Table 82 Forecast Sales of Fragrances by Subsector: % Value Growth 2008-2013
Table 83 Forecsast Fragrances Premium Vs Mass % Analysis 2008-2013
SKIN CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 84 Sales of Skin Care by Subsector: Value 2003-2008
Table 85 Sales of Skin Care by Subsector: % Value Growth 2003-2008
Table 86 Skin Care Premium Vs Mass % Analysis 2003-2008
Table 87 Skin Care Company Shares by Retail Value 2004-2008
Table 88 Skin Care Brand Shares by Retail Value 2005-2008
Table 89 Forecast Sales of Skin Care by Subsector: Value 2008-2013
Table 90 Forecast Sales of Skin Care by Subsector: % Value Growth 2008-2013
Table 91 Forecast Skin Care Premium Vs Mass % Analysis 2008-2013
DEPILATORIES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 92 Sales of Depilatories by Subsector: Value 2003-2008
Table 93 Sales of Depilatories by Subsector: % Value Growth 2003-2008
Table 94 Depilatories Company Shares by Retail Value 2004-2008
Table 95 Depilatories Brand Shares by Retail Value 2005-2008
Table 96 Forecast Sales of Depilatories by Subsector: Value 2008-2013
Table 97 Forecast Sales of Depilatories by Subsector: % Value Growth 2008-2013
SUN CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 98 Sales of Sun Care by Subsector: Value 2003-2008
Table 99 Sales of Sun Care by Subsector: % Value Growth 2003-2008
Table 100 Sun Care Premium Vs Mass % Analysis 2003-2008
Table 101 Sun Care Company Shares by Retail Value 2004-2008
Table 102 Sun Care Brand Shares by Retail Value 2005-2008
Table 103 Forecast Sales of Sun Care by Subsector: Value 2008-2013
Table 104 Forecast Sales of Sun Care by Subsector: % Value Growth 2008-2013
Table 105 Forecast Sun Care Premium Vs Mass % Analysis 2008-2013
BIOK UAB
Strategic Direction
Key Facts
Summary 2 Biok UAB: Key Facts
Summary 3 Biok UAB: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 4 Biok UAB: Competitive Position 2008
NAUJOJI RINGUVA UAB
Strategic Direction
Key Facts
Summary 5 Naujoji Ringuva UAB: Key Facts
Summary 6 Naujoji Ringuva UAB: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 7 Naujoji Ringuva AB: Competitive Position 2008
INEZA UAB
Strategic Direction
Key Facts
Summary 8 Ineza UAB: Key Facts
Company Background
Production
Competitive Positioning
Summary 9 Ineza UAB: Competitive Position 2008