Bath and shower recorded an exceptionally dynamic performance in 2020 as the category benefitted from increased consumer time at home and heightened concerns over cleanliness and personal hygiene. This led some companies to apply intensive limited editions strategies, for example, regularly introducing product variants with different scents.
Since beauty specialists and drugstores/parapharmacies were closed for a significant portion of 2020, some direct sellers managed to gain some consumers who were looking for more interesting shower gels and body washes. Given the increased amount of time consumers were spending at home, direct sellers increasingly used social media platforms to adapt their strategy to the new conditions.
At the end of the review period, demand for basic bath and shower products remained mature, with many consumers looking for more interesting products that offer better performance and specific functions. Within body wash/shower gel for instance, there is a strong trend towards products that promise to address specific skin conditions such as dry skin and sensitive skin.
The private label Nida has been successfully growing its presence over the review period and is well-placed to gain further share over the forecast period. Private label tends to perform well in times of economic uncertainty as low- and mid-income households seek cheaper product options.
In response to advancements from private label brands, Biok Laboratorija recently withdrew its brands Rasa and Aras from retail sale, as part of the company’s efforts to focus on its leading brand Margarita. As such, the player launched Margarita Baltic expert line for bath and shower in 2020.
Chemist/pharmacies is expected to become more relevant in the retail distribution of bath and shower over the forecast period. This trend is reliant on the increasing interest in higher-priced, higher-quality brands with a functional skin-health positioning.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Lithuania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Bath and Shower research and analysis database.
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