Hair care is highly saturated in Lithuania. In addition, it is one of the categories with the heaviest promotions, which makes the competition even tougher and margins lower.
For the aforementioned reasons, sales of salon professional hair care products continue to boom in Lithuania. This is a very fragmented category with very different supply channels, which makes trends within the category fluctuate strongly.
Problem-solving products, such as hair loss treatments and medicated shampoos, continued to be in demand in Lithuania in 2018. Chemists/pharmacies is the major generator of sales of problem-solving hair care products, and these retailers are expected to continue putting efforts into diversifying their core business during the forecast period.
L’Oréal Baltic continued to lead hair care in Lithuania in value terms in 2018, due to its presence in the majority of hair care categories. The company has a strong presence and history in the country, and consequently has strong negotiating power and product support potential.
The only major Lithuanian company in hair care, Biok, lost slight share in 2018. The company went through a major reorganisation in 2018, reducing the number of brands, introducing a new flagship brand and reviewing its distribution policy.
The competition in salon professional hair care might be evaluated from two different perspectives. First of all, L’Oréal’s brands are the most visible in this category, and led sales historically, including in 2018.
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This industry report originates from Passport, our Beauty and Personal Care market research database.