Beauty and Personal Care

Despite sun care presenting strong growth in 2022, retailers expected the results to be higher as inbound and outbound travelling returned to pre-pandemic levels. To add, adult sun care was predominantly led by the tanning category, suggesting that…

After being the best performing product area in 2021, skin care continued to present a strong growth rate in 2022. Much of this was the influence of COVID-19 lockdowns and home seclusion, during which some consumers actively strengthened their…

The premium landscape continued to lead the beauty and personal care market in 2022, recording a high double-digit retail value growth, outperforming growth seen on the mass landscape. A noticeable increase in consumer knowledge of beauty products…

In 2022, oral care retail value sales recovered from the decline experienced due to COVID-19, with double-digit current retail value growth. Similarly to deodorants, the increased use of oral care was strongly related to the return of pre-COVID-19…

Sales in men’s grooming were significantly impacted during COVID-19 due to pandemic-related restrictions and home seclusion. This also remained in place during the first months of 2021, negatively impacting areas such as fragrances. As such, sales of…

In 2022, the positive current retail value growth for mass beauty and personal care was primarily driven by physical retailing, predominantly health and beauty specialists and supermarkets, which saw in-store traffic peaking after COVID-19. Despite…

Premium skin care growth during COVID-19 and the demand for professional skin care led to further beauty premiumisation across other areas of the landscape. As such, this boosted growth for professional salon hair care sales in 2022. In parallel to…

A notable decline was recorded in fragrances during the COVID-19 pandemic, with social distancing and home seclusion creating far fewer opportunities for consumers to wear fragrances. As these products are usually applied when going to work,…

A wide range of beauty salons and professional treatments are negatively impacting the market of depilatories. This includes the rise in popularity of services such as waxing, electric depilation devices, laser removal and other mid-or long-term…

In 2022, deodorants presented a strong retail value growth and appeared among the leading product areas for both growth and recovery from the impact of COVID-19. The COVID-19 pandemic negatively impacted demand for deodorants as consumers worried…

As the threat of COVID-19 reduces in the country and there is a return to pre-pandemic routines and socialising, the rise of out-of-home occasions and events positively drove colour cosmetics growth in 2022. However, despite make-up and nail products…

In 2022, the landscape for beauty and personal care in Lithuania recorded robust retail value growth, with fragrances, colour cosmetics, skin care and deodorants overperforming other product areas. Despite inflation concerns and multiple unit price…

Bath and shower grew less than other beauty and personal care areas in 2022. This was the result of a decline in the use of bar and liquid soap sales, which make up over a quarter of the total bath and shower landscape in Lithuania. Liquid soap and…

In contrast to other areas with beauty and personal care, baby and child-specific products did not experience a negative impact during COVID-19, with parents continuing to invest in the products. Moving into 2022, the landscape recorded positive…