In 2020 consumers demonstrated stronger interest in products that are focused on hair treatment and maintaining hair health, with products that are seen as essential faring better during the COVID-19 pandemic than those which are seen as optional. As such, hair loss treatments escaped largely unscathed and recorded only a small slowdown in category growth during 2020.
Among the most popular hairstyles in Lithuania is straightened, dyed blonde hair, meaning that Lithuanian women tend to use bleaches, light ammonia tints, and long-term or daily straightening to maintain the look. Many consumers were keen to maintain their hair colour during lockdown, and given the closure of hair salons, consumers were forced to perform the dying treatment themselves.
Sales of salon professional hair care also continued to record growth in 2020, albeit at a slower rate than in the previous year. Affluent consumers are increasingly looking for specific and unique products that meet their individual needs and help them to create their desired look.
During 2020, price discounts were the main tactic employed by retailers to encourage hair care sales and this is set to continue in 2021. This is because the economic uncertainty caused by the pandemic is expected to linger and continue affecting a large proportion of the consumer base.
Whilst interest in natural ingredients remained in 2020, the trend had slowed down as consumers were more focused on their financial worries and keeping safe from the virus. As the country recovers from the pandemic, particularly in late 2021 and onwards, natural ingredients and sustainability trends are expected to regain focus as consumers increasingly care about the origin of the products they are using.
Over the forecast period there is expected to be increased innovation from local Lithuanian hair care players. These players are innovating in both mass hair care and premium hair care and are increasingly gaining consumer attention.
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Understand the latest market trends and future growth opportunities for the Hair Care industry in Lithuania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Hair Care industry in Lithuania, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Hair Care research and analysis database.
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