Executive Summary

Oct 2019
OTC boosts growth due to product efficacy and wider distribution

Consumer health continued to see a strong current value performance in 2019. The general health and wellness trend supported the consumption of products in specific categories, such as sports nutrition, and products to prevent rather than cure health problems, such as vitamins and dietary supplements.

Online diagnosis set to boost internet retailing

Internet shopping is becoming increasingly popular amongst Lithuanian consumers, and consumer health products are therefore increasingly moving to the virtual space, creating new opportunities for consumers to purchase such goods in e-pharmacies. Over the forecast period even more innovative online solutions are likely to be offered.

GSK Consumer Healthcare extends its lead despite high fragmentation

GSK Consumer Healthcare continued to lead consumer health in 2019. However, it did not even account for a double-digit value share, due to high fragmentation.

Wider distribution reduces the share of chemists/pharmacies

Due to restrictions on the distribution of OTC medication in other channels, chemists/pharmacies continued to dominate consumer health in 2019. However, from 1 January 2019, some OTC products were allowed to be sold through modern retail channels which applied for a permit, such as supermarkets and forecourt retailers.

Population decline and saturation set to lead to slower growth

Over the forecast period, consumer health in Lithuania is set to demonstrate a slightly slower pace of current value growth than was seen in the review period. Several factors are expected to contribute to this.

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Consumer Health in Lithuania

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Overview

Discover the latest market trends and uncover sources of future market growth for the Consumer Health 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 Consumer Health 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:

The Consumer Health 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 Consumer Health in Lithuania?
  • What are the major brands in Lithuania?
  • What are the main trends in OTC Healthcare?

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 Consumer Health market research database.

Consumer Health in Lithuania

EXECUTIVE SUMMARY

OTC boosts growth due to product efficacy and wider distribution
Online diagnosis set to boost internet retailing
GSK Consumer Healthcare extends its lead despite high fragmentation
Wider distribution reduces the share of chemists/pharmacies
Population decline and saturation set to lead to slower growth

MARKET INDICATORS

Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 2 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 3 Sales of Consumer Health by Category: Value 2014-2019
Table 4 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 6 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 7 Penetration of Private Label by Category: % Value 2014-2019
Table 8 Distribution of Consumer Health by Format: % Value 2014-2019
Table 9 Distribution of Consumer Health by Format and Category: % Value 2019
Table 10 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
Summary 1 OTC: Switches 2018-2019

DEFINITIONS

SOURCES

Summary 2 Research Sources

Analgesics in Lithuania

HEADLINES

PROSPECTS

Products which fight both pain and inflammation see rising popularity
Self-medication boosts sales, in line with hectic lifestyles and rising incomes
New law boosts sales in channels other than chemists/pharmacies

COMPETITIVE LANDSCAPE

Strong reputation leads to dominance of international heavyweights in analgesics
Local manufacturers hold a low and declining presence
Caution needed when administering products for children

CATEGORY DATA

Table 12 Sales of Analgesics by Category: Value 2014-2019
Table 13 Sales of Analgesics by Category: % Value Growth 2014-2019
Table 14 NBO Company Shares of Analgesics: % Value 2015-2019
Table 15 LBN Brand Shares of Analgesics: % Value 2016-2019
Table 16 Forecast Sales of Analgesics by Category: Value 2019-2024
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2019-2024

Cough, Cold and Allergy (Hay Fever) Remedies in Lithuania

HEADLINES

PROSPECTS

Cold winter weather ensures high sales of cough and cold remedies
Warmer weather and over-disinfectation ensure momentum for allergy remedies
Demand for convenience leads to growth for combination products and nasal sprays

COMPETITIVE LANDSCAPE

Global brands dominate due to research and development and advertising
Ambroxol-based combination products perform well
Tavegyl set to grow due to increasing allergies

CATEGORY DATA

Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2014-2019
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2014-2019
Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2015-2019
Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2016-2019
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2019-2024
Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2019-2024

Dermatologicals in Lithuania

HEADLINES

PROSPECTS

Demand for convenient OTC products for embarrassing health problems
Cold sore treatments benefits from availability of different format
Parental care drives sales of products for babies

COMPETITIVE LANDSCAPE

Good reputation maintains dominance of international players in dermatologicals
Canesten gains in vaginal antifungals due to OTC status
Sensitive nature of dermatological problems limits new entrants and private label

CATEGORY DATA

Table 24 Sales of Dermatologicals by Category: Value 2014-2019
Table 25 Sales of Dermatologicals by Category: % Value Growth 2014-2019
Table 26 NBO Company Shares of Dermatologicals: % Value 2015-2019
Table 27 LBN Brand Shares of Dermatologicals: % Value 2016-2019
Table 28 Forecast Sales of Dermatologicals by Category: Value 2019-2024
Table 29 Forecast Sales of Dermatologicals by Category: % Value Growth 2019-2024

Dietary Supplements in Lithuania

HEADLINES

PROSPECTS

Dietary supplements address health concerns, but advertising sees more regulation
Hectic lifestyles boost convenient formats and products for stress and immunity
Chemists/pharmacies increasingly known for prevention rather than cure

COMPETITIVE LANDSCAPE

Direct sellers remain popular, but local players and new entrants find room to grow
Innovation in formats maintains growth
Rising number of vegetarian and vegan products

CATEGORY DATA

Table 30 Sales of Dietary Supplements by Category: Value 2014-2019
Table 31 Sales of Dietary Supplements by Category: % Value Growth 2014-2019
Table 32 Sales of Dietary Supplements by Positioning: % Value 2014-2019
Table 33 NBO Company Shares of Dietary Supplements: % Value 2015-2019
Table 34 LBN Brand Shares of Dietary Supplements: % Value 2016-2019
Table 35 Forecast Sales of Dietary Supplements by Category: Value 2019-2024
Table 36 Forecast Sales of Dietary Supplements by Category: % Value Growth 2019-2024

Digestive Remedies in Lithuania

HEADLINES

PROSPECTS

Dietary supplements and medical products hamper growth in some categories
Efficacy leads to continued popularity of digestive enzymes
Unhealthy eating habits boost popularity of antiflatulents and laxatives

COMPETITIVE LANDSCAPE

Leader remains strong due to well-known product portfolio
Minimal presence of local players, and continued decline likely due to competition
Little change in the competitive landscape due to inertia and brand loyalty

CATEGORY DATA

Table 37 Sales of Digestive Remedies by Category: Value 2014-2019
Table 38 Sales of Digestive Remedies by Category: % Value Growth 2014-2019
Table 39 NBO Company Shares of Digestive Remedies: % Value 2015-2019
Table 40 LBN Brand Shares of Digestive Remedies: % Value 2016-2019
Table 41 Forecast Sales of Digestive Remedies by Category: Value 2019-2024
Table 42 Forecast Sales of Digestive Remedies by Category: % Value Growth 2019-2024

Herbal/Traditional Products in Lithuania

HEADLINES

PROSPECTS

Consumers seek natural offers to fight illness and strengthen the immune system
Legalisation of some cannabis-containing medicines
High sales of herbal/traditional cough/cold products, but relatively slow growth

COMPETITIVE LANDSCAPE

Efficacy and format variety help Sinupret maintain its lead
Dominance of international players; the main local player lacks innovation
Herbal/traditional digestive health supplement causes controversy

CATEGORY DATA

Table 43 Sales of Herbal/Traditional Products: Value 2014-2019
Table 44 Sales of Herbal/Traditional Products: % Value Growth 2014-2019
Table 45 NBO Company Shares of Herbal/Traditional Products: % Value 2015-2019
Table 46 LBN Brand Shares of Herbal/Traditional Products: % Value 2016-2019
Table 47 Forecast Sales of Herbal/Traditional Products: Value 2019-2024
Table 48 Forecast Sales of Herbal/Traditional Products: % Value Growth 2019-2024

Paediatric Consumer Health in Lithuania

HEADLINES

PROSPECTS

Demand for safe and effective child-friendly products on the rise
Long cold season drives demand for effective relief
Formats specifically for children

COMPETITIVE LANDSCAPE

Local brands have limited reach
Paracetamol for children popular in all formats
Flavoured products are more palatable and attractive, leading to new launches

CATEGORY DATA

Table 49 Sales of Paediatric Consumer Health by Category: Value 2014-2019
Table 50 Sales of Paediatric Consumer Health by Category: % Value Growth 2014-2019
Table 51 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2016-2019
Table 52 Forecast Sales of Paediatric Consumer Health by Category: Value 2019-2024
Table 53 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2019-2024

Sports Nutrition in Lithuania

HEADLINES

PROSPECTS

Active lifestyles boost sales to urban dwellers
Protein/energy bars and sports protein RTD boosted by demand for convenience
Vegetarian, vegan and organic products available to meet rising consumer demand

COMPETITIVE LANDSCAPE

Universal Nutrition benefits from strong reputation
Local production is limited
New product launches meet specific consumer demands

CATEGORY DATA

Table 54 Sales of Sports Nutrition by Category: Value 2014-2019
Table 55 Sales of Sports Nutrition by Category: % Value Growth 2014-2019
Table 56 NBO Company Shares of Sports Nutrition: % Value 2015-2019
Table 57 LBN Brand Shares of Sports Nutrition: % Value 2016-2019
Table 58 Forecast Sales of Sports Nutrition by Category: Value 2019-2024
Table 59 Forecast Sales of Sports Nutrition by Category: % Value Growth 2019-2024

Vitamins in Lithuania

HEADLINES

PROSPECTS

Rising health concerns and purchasing power ensure growth
Overall slowdown in growth, and greater popularity of single vitamins
New formats attract both adults and children

COMPETITIVE LANDSCAPE

Private label leads, and grows its share with launch of a supermarket line
Orkla benefits from its reputation and wide reach
Consumer base is mature, educated and urban

CATEGORY DATA

Table 60 Sales of Vitamins by Category: Value 2014-2019
Table 61 Sales of Vitamins by Category: % Value Growth 2014-2019
Table 62 Sales of Multivitamins by Positioning: % Value 2014-2019
Table 63 NBO Company Shares of Vitamins: % Value 2015-2019
Table 64 LBN Brand Shares of Vitamins: % Value 2016-2019
Table 65 Forecast Sales of Vitamins by Category: Value 2019-2024
Table 66 Forecast Sales of Vitamins by Category: % Value Growth 2019-2024

Weight Management and Wellbeing in Lithuania

HEADLINES

PROSPECTS

Alternative methods of weight loss constrain sales
Weight loss supplements and OTC obesity lose out
Slimming teas and meal replacement offer hope

COMPETITIVE LANDSCAPE

Herbalife is strong and unlikely to face any significant challenge
Local strength in slimming teas as consumers are aware of local herbs
New product launches include trendy supplement apple cider

CATEGORY DATA

Table 67 Sales of Weight Management and Wellbeing by Category: Value 2014-2019
Table 68 Sales of Weight Management and Wellbeing by Category: % Value Growth 2014-2019
Table 69 NBO Company Shares of Weight Management and Wellbeing: % Value 2015-2019
Table 70 LBN Brand Shares of Weight Management and Wellbeing: % Value 2016-2019
Table 71 Forecast Sales of Weight Management and Wellbeing by Category: Value 2019-2024
Table 72 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2019-2024

Wound Care in Lithuania

HEADLINES

PROSPECTS

Active lifestyles lead to more injuries, boosting demand
Wound care lacks innovation, with value growth driven by rising incomes
Wider offer of private label products hampers value growth

COMPETITIVE LANDSCAPE

Early-mover advantage maintains lead of major international players
Private label gains pace thanks to Eurocare from Eurovaistine
Local brands dissuaded from entering by strength of imported products

CATEGORY DATA

Table 73 Sales of Wound Care by Category: Value 2014-2019
Table 74 Sales of Wound Care by Category: % Value Growth 2014-2019
Table 75 NBO Company Shares of Wound Care: % Value 2015-2019
Table 76 LBN Brand Shares of Wound Care: % Value 2016-2019
Table 77 Forecast Sales of Wound Care by Category: Value 2019-2024
Table 78 Forecast Sales of Wound Care by Category: % Value Growth 2019-2024