Fragrances in Lithuania

PROSPECTS

Product with strong roots

Fragrances grew in importance over the review period in Lithuania and continued this path in 2017. Historically fragrances were mainly demanded by female consumers.

Mass fragrances slowing down

With the positive trends in consumer expenditure, sales of mass fragrances slowed significantly in Lithuania over the review period and in 2017 in particular. With some significant segments of mass fragrances, such as celebrity fragrances, losing ground, mass fragrances are continuously growing a reputation for not offering the level of quality demanded.

Eau de toilette preferred over eau de perfume

Although demand for premium brands is growing, some consumers still find it too expensive to pay for higher concentration fragrances in Lithuania. Therefore, if they are not ready to compromise on the scent or brand, they continue to search for either a significant discount or a less expensive product.

COMPETITIVE LANDSCAPE

Fragmented and dynamic category

In general, fragrances is very fragmented in Lithuania, especially at brand level. In addition, the situation in the category changes quite rapidly with fragrances being one of the most dynamic beauty and personal care categories in terms of new product development.

Direct sellers very visible in mass segment

Despite the visible trend towards premiumisation in fragrances in Lithuania in 2017, the mass segment of fragrances remains a significant part of the overall category. Although anticipated less dynamism over the forecast period, mass fragrances have their consumers among lower-income Lithuanians especially in rural areas.

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