Fragrances in Lithuania

PROSPECTS

The strong shift towards premiumisation continues

Fragrances in Lithuania continued to experience a major shift to the premium segment in 2018. This trend was strong during the review period and continued in 2018, benefiting from rising purchasing power and increasing consumer education.

Mass fragrances struggles

By contrast, mass fragrances continued to lose share in 2018, due to the strong performance of the premium segment. Still, the share of mass fragrances remains significant in Lithuania, and is expected to stay visible by the end of the forecast period.

Unisex fragrances have not found their consumer base

Unisex fragrances did not manage to attract the attention of consumers in Lithuania during the review period (including in 2018) in either the premium or mass segments. According to trade sources, sales of such products are low, and the major players are not expected to consider expanding this category within fragrances during the forecast period.

COMPETITIVE LANDSCAPE

A fragmented and fast-changing category

As is the case globally, fragrances in Lithuania is a very fragmented category, which highly depends on fashions, new product developments and advertising budgets. Moreover, the Lithuanian market in general is small, and can easily be influenced by advertising campaigns for specific brands.

More stable brands

Still, despite fluctuations in terms of brand shares in fragrances, some brands remain favourites amongst consumers in Lithuania, and usually have more stable sales. Brands such as Chanel, Versace and Calvin Klein usually demonstrate more stable performances.

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