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