Household Care in Lithuania
Euromonitor International's Household Care 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: 71 | Publication date: Jun 2008
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
Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products
Executive summary
Rising household incomes increasing the market
The Lithuanian household care market continued its stable growth in 2007. Rising household incomes generated bigger total consumption. Consumers now are able to afford products other than those that are more then just basic. They created demand for special-purpose, better-quality products that producers were able to fulfil. Laundry care, dishwashing products and surface care not only remained the largest categories in household care, but also experienced the highest growth.
Environmental projects make difference
Ecological trends in the Lithuanian household care market have started to make a difference. Towards the end of the review period the Lithuanian Cosmetics and Household Chemicals Producers' Association, “Likochema,” initiated projects to make all laundry detergents concentrated. All the largest multinational companies such as The Procter & Gamble Co, Henkel KGaA, Reckitt Benckiser Plc, along with local companies joined this project. By mid-2007, 85% of laundry detergents sold in Lithuania were concentrated. The association is expecting to stop manufacturing non-concentrated detergents sometime in 2008. It is estimated that by 2008, manufacturers are expected to have decreased their use of chemicals by 8,000 tonnes. This project is supported by government and other related associations, and its early success suggests that ecological trends will become more and more important in the forecast period.
Multinationals retain leading positions
Large multinational companies, as expected, have retained their strong positions in the Lithuanian household care market. With the help of large sums of money to spend on advertising, The Procter & Gamble Co increased its value share slightly in 2007 and retained its strong leading position. Henkel KGaA also increased its value share in 2007, at the expense of the third biggest company, Reckitt Benckiser Plc, which continued to lose value share. Local companies trying to compete with multinationals by offering new products have improved the quality and packaging of their products. However, lack of money to spend on advertising, has deterred them from gaining a larger market share.
Supermarkets/hypermarkets is the most popular distribution channel
The household care market experienced little change in 2007 in terms of the structure of its distribution channels. Popularity of supermarkets/hypermarkets helped this channel to retain the strongest position as a distributor of household care products in Lithuania. Convenience stores accumulated the largest share of value sales that independent small grocers lost in 2007. This is believed to be the result of these distributors expanding their reach across Lithuania. Health and beauty retailers still has a reasonable share, but the future looks brightest for convenience stores and supermarkets/hypermarkets, with continuing expansion of their stores throughout the country.
Household care market expected to grow
Expected increases in household incomes and changing consumer habits will be main drivers for sales of household care products in Lithuania during the forecast period. All growth will be supported by strong advertising campaigns, subsidised by large multinational companies. The most important and largest laundry care sector will show stable growth due to increased demand for automatic laundry care, sensitive products and higher-quality laundry care products. Toilet care products and surface care are also expected to stand out among the generally strong performers in household care overall in the forecast period.
Table of contents
HOUSEHOLD CARE IN LITHUANIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Rising household incomes increasing the market
Environmental projects make difference
Multinationals retain leading positions
Supermarkets/hypermarkets is the most popular distribution channel
Household care market expected to grow
MARKET INDICATORS
Table 1 Households 2002-2007
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2002-2007
Table 3 Sales of Household Care by Sector: % Value Growth 2002-2007
Table 4 Household Care Company Shares 2003-2007
Table 5 Household Care Brand Shares 2004-2007
Table 6 Penetration of Private Label by Sector 2003-2007
Table 7 Sales of Household Care by Distribution Format: % Analysis 2002-2007
Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2007
Table 9 Forecast Sales of Household Care by Sector: Value 2007-2012
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2007-2012
DEFINITIONS
Sources
Summary 1 Research Sources
LAUNDRY CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 11 Sales of Laundry Care by Subsector: Value 2002-2007
Table 12 Sales of Laundry Care by Subsector: % Value Growth 2002-2007
Table 13 Sales of Laundry Detergents by Type: Value 2002-2007
Table 14 Sales of Laundry Detergents by Type: % Value Growth 2002-2007
Table 15 Sales of Laundry Aids by Type: Value 2002-2007
Table 16 Sales of Laundry Aids by Type: % Value Growth 2002-2007
Table 17 Laundry Care Company Shares 2003-2007
Table 18 Laundry Care Brand Shares 2004-2007
Table 19 Laundry Detergents Company Shares 2003-2007
Table 20 Laundry Detergents Brand Shares 2004-2007
Table 21 Laundry Aids Company Shares 2003-2007
Table 22 Laundry Aids Brand Shares 2004-2007
Table 23 Forecast Sales of Laundry Care by Subsector: Value 2007-2012
Table 24 Forecast Sales of Laundry Care by Subsector: % Value Growth 2007-2012
DISHWASHING PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 25 Sales of Dishwashing Products by Subsector: Value 2002-2007
Table 26 Sales of Dishwashing Products by Subsector: % Value Growth 2002-2007
Table 27 Dishwashing Products Company Shares 2003-2007
Table 28 Dishwashing Products Brand Shares 2004-2007
Table 29 Forecast Sales of Dishwashing Products by Subsector: Value 2007-2012
Table 30 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2007-2012
SURFACE CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 31 Sales of Surface Care by Subsector: Value 2002-2007
Table 32 Sales of Surface Care by Subsector: % Value Growth 2002-2007
Table 33 Surface Care Company Shares 2003-2007
Table 34 Surface Care Brand Shares 2004-2007
Table 35 Forecast Sales of Surface Care by Subsector: Value 2007-2012
Table 36 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012
CHLORINE BLEACH
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 37 Sales of Chlorine Bleach: Value 2002-2007
Table 38 Sales of Chlorine Bleach: % Value Growth 2002-2007
Table 39 Chlorine Bleach Company Shares 2003-2007
Table 40 Chlorine Bleach Brand Shares 2004-2007
Table 41 Forecast Sales of Chlorine Bleach: Value 2007-2012
Table 42 Forecast Sales of Chlorine Bleach: % Value Growth 2007-2012
TOILET CARE PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 43 Sales of Toilet Care Products by Subsector: Value 2002-2007
Table 44 Sales of Toilet Care Products by Subsector: % Value Growth 2002-2007
Table 45 Toilet Care Products Company Shares 2003-2007
Table 46 Toilet Care Products Brand Shares 2004-2007
Table 47 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012
Table 48 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012
POLISHES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 49 Sales of Polishes by Subsector: Value 2002-2007
Table 50 Sales of Polishes by Subsector: % Value Growth 2002-2007
Table 51 Polishes Company Shares 2003-2007
Table 52 Polishes Brand Shares 2004-2007
Table 53 Forecast Sales of Polishes by Subsector: Value 2007-2012
Table 54 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012
AIR CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 55 Sales of Air Care by Subsector: Value 2002-2007
Table 56 Sales of Air Care by Subsector: % Value Growth 2002-2007
Table 57 Air Care Company Shares 2003-2007
Table 58 Air Care Brand Shares 2004-2007
Table 59 Forecast Sales of Air Care by Subsector: Value 2007-2012
Table 60 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012
INSECTICIDES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 61 Sales of Insecticides by Subsector: Value 2002-2007
Table 62 Sales of Insecticides by Subsector: % Value Growth 2002-2007
Table 63 Insecticides Company Shares 2003-2007
Table 64 Insecticides Brand Shares 2004-2007
Table 65 Forecast Sales of Insecticides by Subsector: Value 2007-2012
Table 66 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012
FIRMA KOSLITA UAB
Strategic Direction
Key Facts
Summary 2 Firma Koslita UAB: Key Facts
Summary 3 Firma Koslita UAB: Operational Indicators
Company Background
Production
Competitive Positioning
HIGEJA AB
Strategic Direction
Key Facts
Summary 4 Higeja AB: Key Facts
Company Background
Production
Competitive Positioning
Summary 5 Higeja AB: Competitive Position 2007