Executive Summary

Jun 2019
Quality and problem-solving are in demand

In general, beauty and personal care continued to see healthy development in Lithuania in 2018. Market trends moved at a good pace, fuelled by the constant growth of the economy, which consequently led to additional money being spent on various goods, including beauty and personal care products.

Unexpected performances for different categories

A slowdown in growth in colour cosmetics was one of the less anticipated results of 2018. Historically, colour cosmetics was one of the major drivers of growth in beauty and personal care in Lithuania.

The usual suspects, private label growth and the slowdown of a local prodigy

Like any open market across the globe, beauty and personal care in Lithuania is dominated by international heavyweights; which, with different levels of success depending on the specific year, hold the top positions in the competitive environment. L'Oréal Baltic and Procter & Gamble Services continued to control the largest shares of value sales in beauty and personal in Lithuania in 2018.

Micellar water remains popular; sheet masks grow in popularity

The popularity of products containing micellar water continued to grow in 2018. Most products with micellar water are in facial skin care categories, in which creams, cleansers and other products containing this ingredient are no longer novelties, but still attract consumers.

Steady development, with a moderate positive forecast

Beauty and personal care is anticipated to see healthy growth in current value terms over the forecast period. All the factors for such a scenario are on the table – consistent growth of the economy and the consequent rising purchasing power of Lithuanians are anticipated to balance the losses from volume saturation and the decreasing consumer base.

Want to find out more about this report?
Request more information
Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Your Recently Viewed Reports

Beauty and Personal Care in Lithuania

Samples (FAQs about samples):

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

Discover the latest market trends and uncover sources of future market growth for the Beauty and Personal Care industry in Lithuania with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Beauty and Personal Care industry in Lithuania, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Lithuania for free (where applicable):

The Beauty and Personal Care in Lithuania market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Beauty and Personal Care in Lithuania?
  • What are the major brands in Lithuania?
  • How are sales of mass versus premium beauty products evolving?
  • What are the key shifts in retail channel distribution?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Beauty and Personal Care in Lithuania

EXECUTIVE SUMMARY

Quality and problem-solving are in demand
Unexpected performances for different categories
The usual suspects, private label growth and the slowdown of a local prodigy
Micellar water remains popular; sheet masks grow in popularity
Steady development, with a moderate positive forecast

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Bath and Shower in Lithuania

HEADLINES

PROSPECTS

The hot summer weather revives sales of body wash/shower gel
Intimate washes performs better than anticipated
Growth in liquid soap outpaces bar soap

COMPETITIVE LANDSCAPE

Biok maintains its lead
Dove registers innovation efforts
L'Occitane is the only visible premium brand

CATEGORY DATA

Table 11 Sales of Bath and Shower by Category: Value 2013-2018
Table 12 Sales of Bath and Shower by Category: % Value Growth 2013-2018
Table 13 Sales of Bath and Shower by Premium vs Mass: % Value 2013-2018
Table 14 NBO Company Shares of Bath and Shower: % Value 2014-2018
Table 15 LBN Brand Shares of Bath and Shower: % Value 2015-2018
Table 16 LBN Brand Shares of Premium Bath and Shower: % Value 2015-2018
Table 17 Forecast Sales of Bath and Shower by Category: Value 2018-2023
Table 18 Forecast Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 19 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023

Colour Cosmetics in Lithuania

HEADLINES

PROSPECTS

Growth is slowing down
Facial make-up remains strong
Sales of sets/kits rocket

COMPETITIVE LANDSCAPE

L'Oréal Paris leads, but loses share
Losses for Max Factor
The good performance of Catrice

CATEGORY DATA

Table 20 Sales of Colour Cosmetics by Category: Value 2013-2018
Table 21 Sales of Colour Cosmetics by Category: % Value Growth 2013-2018
Table 22 Sales of Colour Cosmetics by Premium vs Mass: % Value 2013-2018
Table 23 NBO Company Shares of Colour Cosmetics: % Value 2014-2018
Table 24 LBN Brand Shares of Colour Cosmetics: % Value 2015-2018
Table 25 LBN Brand Shares of Premium Colour Cosmetics: % Value 2015-2018
Table 26 Forecast Sales of Colour Cosmetics by Category: Value 2018-2023
Table 27 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2018-2023
Table 28 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2018-2023

Deodorants in Lithuania

HEADLINES

PROSPECTS

Demand for freshness continues
Deodorant roll-ons gains share
Creams and pumps decline

COMPETITIVE LANDSCAPE

Nivea maintains its stronghold
Aras and Rasa leave the market
Efforts by Old Spice lead to success

CATEGORY DATA

Table 29 Sales of Deodorants by Category: Value 2013-2018
Table 30 Sales of Deodorants by Category: % Value Growth 2013-2018
Table 31 Sales of Deodorants by Premium vs Mass: % Value 2013-2018
Table 32 NBO Company Shares of Deodorants: % Value 2014-2018
Table 33 LBN Brand Shares of Deodorants: % Value 2015-2018
Table 34 LBN Brand Shares of Premium Deodorants: % Value 2015-2018
Table 35 Forecast Sales of Deodorants by Category: Value 2018-2023
Table 36 Forecast Sales of Deodorants by Category: % Value Growth 2018-2023
Table 37 Forecast Sales of Deodorants by Premium vs Mass: % Value 2018-2023

Depilatories in Lithuania

HEADLINES

PROSPECTS

Beauty standards keep the category growing
Pre-shave grows, but remains minor
Hair removers/bleaches gains share

COMPETITIVE LANDSCAPE

Byly sees growth in its share
Private label is successful
Veet manages expectations

CATEGORY DATA

Table 38 Sales of Depilatories by Category: Value 2013-2018
Table 39 Sales of Depilatories by Category: % Value Growth 2013-2018
Table 40 NBO Company Shares of Depilatories: % Value 2014-2018
Table 41 LBN Brand Shares of Depilatories: % Value 2015-2018
Table 42 Forecast Sales of Depilatories by Category: Value 2018-2023
Table 43 Forecast Sales of Depilatories by Category: % Value Growth 2018-2023

Fragrances in Lithuania

HEADLINES

PROSPECTS

The strong shift towards premiumisation continues
Mass fragrances struggles
Unisex fragrances have not found their consumer base

COMPETITIVE LANDSCAPE

A fragmented and fast-changing category
More stable brands

CATEGORY DATA

Table 44 Sales of Fragrances by Category: Value 2013-2018
Table 45 Sales of Fragrances by Category: % Value Growth 2013-2018
Table 46 NBO Company Shares of Fragrances: % Value 2014-2018
Table 47 LBN Brand Shares of Fragrances: % Value 2015-2018
Table 48 LBN Brand Shares of Premium Men's Fragrances: % Value 2015-2018
Table 49 LBN Brand Shares of Premium Women's Fragrances: % Value 2015-2018
Table 50 Forecast Sales of Fragrances by Category: Value 2018-2023
Table 51 Forecast Sales of Fragrances by Category: % Value Growth 2018-2023

Hair Care in Lithuania

HEADLINES

PROSPECTS

High saturation in hair care
Salon professional hair care continues to boom
Problem-solving products are demanded

COMPETITIVE LANDSCAPE

L'Oréal Baltic maintains its lead
Biok is in transition
Growing competition in salon professional hair care

CATEGORY DATA

Table 52 Sales of Hair Care by Category: Value 2013-2018
Table 53 Sales of Hair Care by Category: % Value Growth 2013-2018
Table 54 Sales of Hair Care by Premium vs Mass: % Value 2013-2018
Table 55 NBO Company Shares of Hair Care: % Value 2014-2018
Table 56 LBN Brand Shares of Hair Care: % Value 2015-2018
Table 57 NBO Company Shares of Salon Professional Hair Care: % Value 2014-2018
Table 58 LBN Brand Shares of Salon Professional Hair Care: % Value 2015-2018
Table 59 LBN Brand Shares of Premium Hair Care: % Value 2015-2018
Table 60 Forecast Sales of Hair Care by Category: Value 2018-2023
Table 61 Forecast Sales of Hair Care by Category: % Value Growth 2018-2023
Table 62 Forecast Sales of Hair Care by Premium vs Mass: % Value 2018-2023

Mass Beauty and Personal Care in Lithuania

HEADLINES

PROSPECTS

Demand for rational purchases
The future of mass fragrances is uncertain
Mass bath and shower prevails

COMPETITIVE LANDSCAPE

Private label is on the rise
Biok is trying to move upmarket
Global companies continue to lead

CATEGORY DATA

Table 63 Sales of Mass Beauty and Personal Care by Category: Value 2013-2018
Table 64 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 65 NBO Company Shares of Mass Beauty and Personal Care: % Value 2014-2018
Table 66 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2015-2018
Table 67 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
Table 68 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023

Men's Grooming in Lithuania

HEADLINES

PROSPECTS

Attention from the major modern retail channels grows
Sales in men’s shaving stabilise
Men’s skin care stagnates

COMPETITIVE LANDSCAPE

Procter & Gamble Services leads
Biok rebrands its product line
A worse performance for Nivea Men

CATEGORY DATA

Table 69 Sales of Men’s Grooming by Category: Value 2013-2018
Table 70 Sales of Men’s Grooming by Category: % Value Growth 2013-2018
Table 71 Sales of Men's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 72 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2018
Table 73 NBO Company Shares of Men’s Grooming: % Value 2014-2018
Table 74 LBN Brand Shares of Men’s Grooming: % Value 2015-2018
Table 75 LBN Brand Shares of Men's Razors and Blades: % Value 2015-2018
Table 76 Forecast Sales of Men's Grooming by Category: Value 2018-2023
Table 77 Forecast Sales of Men's Grooming by Category: % Value Growth 2018-2023

Oral Care in Lithuania

HEADLINES

PROSPECTS

Attention to oral hygiene is growing
Denture care is on the rise
Toothpaste and mouthwashes/dental rinses stagnate

COMPETITIVE LANDSCAPE

Colgate stagnates
Ecodenta struggles for internal reasons
Oral care is becoming more fragmented

CATEGORY DATA

Table 78 Sales of Oral Care by Category: Value 2013-2018
Table 79 Sales of Oral Care by Category: % Value Growth 2013-2018
Table 80 Sales of Toothbrushes by Category: Value 2013-2018
Table 81 Sales of Toothbrushes by Category: % Value Growth 2013-2018
Table 82 Sales of Toothpaste by Type: % Value Breakdown 2014-2018
Table 83 NBO Company Shares of Oral Care: % Value 2014-2018
Table 84 LBN Brand Shares of Oral Care: % Value 2015-2018
Table 85 Forecast Sales of Oral Care by Category: Value 2018-2023
Table 86 Forecast Sales of Oral Care by Category: % Value Growth 2018-2023
Table 87 Forecast Sales of Toothbrushes by Category: Value 2018-2023
Table 88 Forecast Sales of Toothbrushes by Category: % Value Growth 2018-2023

Premium Beauty and Personal Care in Lithuania

HEADLINES

PROSPECTS

Demand for premium products continues due to rising purchasing power
Problem-solving products over general-purpose products
Facial care goes premium

COMPETITIVE LANDSCAPE

L'Oréal Baltic has the most balanced portfolio
A clear leader in premium colour cosmetics
Two prodigies in premium skin care

CATEGORY DATA

Table 89 Sales of Premium Beauty and Personal Care by Category: Value 2013-2018
Table 90 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 91 NBO Company Shares of Premium Beauty and Personal Care: % Value 2014-2018
Table 92 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2015-2018
Table 93 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
Table 94 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023

Skin Care in Lithuania

HEADLINES

PROSPECTS

Facial products account for most sales
Body care revives
Face masks and cleansing products are popular

COMPETITIVE LANDSCAPE

The strong performance of Bioderma
Private label develops well
Biok declines

CATEGORY DATA

Table 95 Sales of Skin Care by Category: Value 2013-2018
Table 96 Sales of Skin Care by Category: % Value Growth 2013-2018
Table 97 NBO Company Shares of Skin Care: % Value 2014-2018
Table 98 LBN Brand Shares of Skin Care: % Value 2015-2018
Table 99 LBN Brand Shares of Premium Skin Care: % Value 2015-2018
Table 100 Forecast Sales of Skin Care by Category: Value 2018-2023
Table 101 Forecast Sales of Skin Care by Category: % Value Growth 2018-2023

Sun Care in Lithuania

HEADLINES

PROSPECTS

The good summer of 2018 has a huge impact on sales
Less seasonality due to the rise in tourism
Chemists/pharmacies participates in sun care

COMPETITIVE LANDSCAPE

The major leaders remain the same
The private label offer remains low

CATEGORY DATA

Table 102 Sales of Sun Care by Category: Value 2013-2018
Table 103 Sales of Sun Care by Category: % Value Growth 2013-2018
Table 104 Sales of Sun Care by Premium vs Mass: % Value 2013-2018
Table 105 NBO Company Shares of Sun Care: % Value 2014-2018
Table 106 LBN Brand Shares of Sun Care: % Value 2015-2018
Table 107 LBN Brand Shares of Premium Adult Sun Care: % Value 2015-2018
Table 108 Forecast Sales of Sun Care by Category: Value 2018-2023
Table 109 Forecast Sales of Sun Care by Category: % Value Growth 2018-2023
Table 110 Forecast Sales of Sun Care by Premium vs Mass: % Value 2018-2023

Baby and Child-Specific Products in Lithuania

HEADLINES

PROSPECTS

Parents prefer baby-specific to child-specific products
Baby and child-specific products is saturated
Medicated baby and child-specific products and sun care grow for different reasons

COMPETITIVE LANDSCAPE

The leader loses share
Not the best year for the local leader
Bübchen is gaining share

CATEGORY DATA

Table 111 Sales of Baby and Child-specific Products by Category: Value 2013-2018
Table 112 Sales of Baby and Child-specific Products by Category: % Value Growth 2013-2018
Table 113 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2013-2018
Table 114 NBO Company Shares of Baby and Child-specific Products: % Value 2014-2018
Table 115 LBN Brand Shares of Baby and Child-specific Products: % Value 2015-2018
Table 116 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2015-2018
Table 117 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2015-2018
Table 118 Forecast Sales of Baby and Child-specific Products by Category: Value 2018-2023
Table 119 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
Table 120 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023