Beauty and Personal Care in Lithuania
Beauty and personal care in 2022: The big picture
What next for beauty and personal care?
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
Summary 1 Research Sources
Baby and Child-Specific Products in Lithuania
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
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
Table 11 Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 12 Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 13 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022
Table 14 NBO Company Shares of Baby and Child-specific Products: % Value 2018-2022
Table 15 LBN Brand Shares of Baby and Child-specific Products: % Value 2019-2022
Table 16 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2019-2022
Table 17 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2019-2022
Table 18 Forecast Sales of Baby and Child-specific Products by Category: Value 2022-2027
Table 19 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2022-2027
Table 20 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2022-2027
Bath and Shower in Lithuania
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
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
Table 21 Sales of Bath and Shower by Category: Value 2017-2022
Table 22 Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 23 Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022
Table 24 NBO Company Shares of Bath and Shower: % Value 2018-2022
Table 25 LBN Brand Shares of Bath and Shower: % Value 2019-2022
Table 26 LBN Brand Shares of Premium Bath and Shower: % Value 2019-2022
Table 27 Forecast Sales of Bath and Shower by Category: Value 2022-2027
Table 28 Forecast Sales of Bath and Shower by Category: % Value Growth 2022-2027
Table 29 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2022-2027
Colour Cosmetics in Lithuania
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
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
Table 30 Sales of Colour Cosmetics by Category: Value 2017-2022
Table 31 Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
Table 32 Sales of Colour Cosmetics by Premium vs Mass: % Value 2017-2022
Table 33 NBO Company Shares of Colour Cosmetics: % Value 2018-2022
Table 34 LBN Brand Shares of Colour Cosmetics: % Value 2019-2022
Table 35 LBN Brand Shares of Premium Colour Cosmetics: % Value 2019-2022
Table 36 Forecast Sales of Colour Cosmetics by Category: Value 2022-2027
Table 37 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2022-2027
Table 38 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2022-2027
Deodorants in Lithuania
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
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
Table 39 Sales of Deodorants by Category: Value 2017-2022
Table 40 Sales of Deodorants by Category: % Value Growth 2017-2022
Table 41 Sales of Deodorants by Premium vs Mass: % Value 2017-2022
Table 42 NBO Company Shares of Deodorants: % Value 2018-2022
Table 43 LBN Brand Shares of Deodorants: % Value 2019-2022
Table 44 LBN Brand Shares of Premium Deodorants: % Value 2019-2022
Table 45 Forecast Sales of Deodorants by Category: Value 2022-2027
Table 46 Forecast Sales of Deodorants by Category: % Value Growth 2022-2027
Table 47 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2022-2027
Depilatories in Lithuania
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
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
Table 48 Sales of Depilatories by Category: Value 2017-2022
Table 49 Sales of Depilatories by Category: % Value Growth 2017-2022
Table 50 NBO Company Shares of Depilatories: % Value 2018-2022
Table 51 LBN Brand Shares of Depilatories: % Value 2019-2022
Table 52 Forecast Sales of Depilatories by Category: Value 2022-2027
Table 53 Forecast Sales of Depilatories by Category: % Value Growth 2022-2027
Fragrances in Lithuania
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
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
Table 54 Sales of Fragrances by Category: Value 2017-2022
Table 55 Sales of Fragrances by Category: % Value Growth 2017-2022
Table 56 NBO Company Shares of Fragrances: % Value 2018-2022
Table 57 LBN Brand Shares of Fragrances: % Value 2019-2022
Table 58 LBN Brand Shares of Premium Men's Fragrances: % Value 2019-2022
Table 59 LBN Brand Shares of Premium Women's Fragrances: % Value 2019-2022
Table 60 Forecast Sales of Fragrances by Category: Value 2022-2027
Table 61 Forecast Sales of Fragrances by Category: % Value Growth 2022-2027
Hair Care in Lithuania
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
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
Table 62 Sales of Hair Care by Category: Value 2017-2022
Table 63 Sales of Hair Care by Category: % Value Growth 2017-2022
Table 64 Sales of Hair Care by Premium vs Mass: % Value 2017-2022
Table 65 NBO Company Shares of Hair Care: % Value 2018-2022
Table 66 LBN Brand Shares of Hair Care: % Value 2019-2022
Table 67 NBO Company Shares of Salon Professional Hair Care: % Value 2018-2022
Table 68 LBN Brand Shares of Salon Professional Hair Care: % Value 2019-2022
Table 69 LBN Brand Shares of Premium Hair Care: % Value 2019-2022
Table 70 Forecast Sales of Hair Care by Category: Value 2022-2027
Table 71 Forecast Sales of Hair Care by Category: % Value Growth 2022-2027
Table 72 Forecast Sales of Hair Care by Premium vs Mass: % Value 2022-2027
Men's Grooming in Lithuania
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
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
Table 73 Sales of Men’s Grooming by Category: Value 2017-2022
Table 74 Sales of Men’s Grooming by Category: % Value Growth 2017-2022
Table 75 Sales of Men's Razors and Blades by Type: % Value Breakdown 2019-2022
Table 76 Sales of Men's Skin Care by Type: % Value Breakdown 2019-2022
Table 77 NBO Company Shares of Men’s Grooming: % Value 2018-2022
Table 78 LBN Brand Shares of Men’s Grooming: % Value 2019-2022
Table 79 LBN Brand Shares of Men's Razors and Blades: % Value 2019-2022
Table 80 Forecast Sales of Men’s Grooming by Category: Value 2022-2027
Table 81 Forecast Sales of Men’s Grooming by Category: % Value Growth 2022-2027
Oral Care in Lithuania
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
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
Table 82 Sales of Oral Care by Category: Value 2017-2022
Table 83 Sales of Oral Care by Category: % Value Growth 2017-2022
Table 84 Sales of Toothbrushes by Category: Value 2017-2022
Table 85 Sales of Toothbrushes by Category: % Value Growth 2017-2022
Table 86 Sales of Toothpaste by Type: % Value Breakdown 2018-2022
Table 87 NBO Company Shares of Oral Care: % Value 2018-2022
Table 88 LBN Brand Shares of Oral Care: % Value 2019-2022
Table 89 Forecast Sales of Oral Care by Category: Value 2022-2027
Table 90 Forecast Sales of Oral Care by Category: % Value Growth 2022-2027
Table 91 Forecast Sales of Toothbrushes by Category: Value 2022-2027
Table 92 Forecast Sales of Toothbrushes by Category: % Value Growth 2022-2027
Skin Care in Lithuania
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
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
Table 93 Sales of Skin Care by Category: Value 2017-2022
Table 94 Sales of Skin Care by Category: % Value Growth 2017-2022
Table 95 NBO Company Shares of Skin Care: % Value 2018-2022
Table 96 LBN Brand Shares of Skin Care: % Value 2019-2022
Table 97 LBN Brand Shares of Premium Skin Care: % Value 2019-2022
Table 98 Forecast Sales of Skin Care by Category: Value 2022-2027
Table 99 Forecast Sales of Skin Care by Category: % Value Growth 2022-2027
Sun Care in Lithuania
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
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
Table 100 Sales of Sun Care by Category: Value 2017-2022
Table 101 Sales of Sun Care by Category: % Value Growth 2017-2022
Table 102 Sales of Sun Care by Premium vs Mass: % Value 2017-2022
Table 103 NBO Company Shares of Sun Care: % Value 2018-2022
Table 104 LBN Brand Shares of Sun Care: % Value 2019-2022
Table 105 LBN Brand Shares of Premium Adult Sun Care: % Value 2019-2022
Table 106 Forecast Sales of Sun Care by Category: Value 2022-2027
Table 107 Forecast Sales of Sun Care by Category: % Value Growth 2022-2027
Premium Beauty and Personal Care in Lithuania
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
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
Table 108 Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 109 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 110 NBO Company Shares of Premium Beauty and Personal Care: % Value 2018-2022
Table 111 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2019-2022
Table 112 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2022-2027
Table 113 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2022-2027
Mass Beauty and Personal Care in Lithuania
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
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
Table 114 Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 115 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 116 NBO Company Shares of Mass Beauty and Personal Care: % Value 2018-2022
Table 117 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2019-2022
Table 118 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2022-2027
Table 119 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2022-2027