Home Care in Lithuania

Home Care in Lithuania

EXECUTIVE SUMMARY

Improved economic conditions support move to higher-value products

Premiumisation and price promotions continue to act as push-pull factors

Ecological and price/quality trends offer growth avenues for local players

Lidl’s good price/quality ratio gains shares for discounters and private label

Slightly faster growth forecast as higher spending power offsets shrinking consumer base

MARKET INDICATORS

Table 1 Households 2014-2019

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2014-2019
Table 3 Sales of Home Care by Category: % Value Growth 2014-2019
Table 4 NBO Company Shares of Home Care: % Value 2015-2019
Table 5 LBN Brand Shares of Home Care: % Value 2016-2019
Table 6 Penetration of Private Label in Home Care by Category: % Value 2014-2019
Table 7 Distribution of Home Care by Format: % Value 2014-2019
Table 8 Distribution of Home Care by Format and Category: % Value 2019
Table 9 Forecast Sales of Home Care by Category: Value 2019-2024
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources

Laundry Care in Lithuania

HEADLINES

PROSPECTS

Smarter, eco-friendly consumption fuels concentrated liquid concentrates

Tablets offer convenience, but packaging and ecological fears remain

Higher disposable incomes encourage use of wider range of laundry care

COMPETITIVE LANDSCAPE

The Procter & Gamble Co covers the needs of different consumers to lead

Local players compete with focus on natural and ecological products

Maxima looks beyond private label to premium and eco trends to gain ground

CATEGORY INDICATORS

Table 11 Household Possession of Washing Machines 2014-2019

CATEGORY DATA

Table 12 Sales of Laundry Care by Category: Value 2014-2019
Table 13 Sales of Laundry Care by Category: % Value Growth 2014-2019
Table 14 Sales of Laundry Aids by Category: Value 2014-2019
Table 15 Sales of Laundry Aids by Category: % Value Growth 2014-2019
Table 16 Sales of Laundry Detergents by Category: Value 2014-2019
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2014-2019
Table 18 NBO Company Shares of Laundry Care: % Value 2015-2019
Table 19 LBN Brand Shares of Laundry Care: % Value 2016-2019
Table 20 NBO Company Shares of Laundry Aids: % Value 2015-2019
Table 21 LBN Brand Shares of Laundry Aids: % Value 2016-2019
Table 22 NBO Company Shares of Laundry Detergents: % Value 2015-2019
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2016-2019
Table 24 Forecast Sales of Laundry Care by Category: Value 2019-2024
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2019-2024

Dishwashing in Lithuania

HEADLINES

PROSPECTS

New-builds widen dishwasher possession rate to boost automatic dishwashing

Dishwashing additives sees fastest sales growth despite level of cannibalisation by tablets

Strong demand for hand dishwashing despite higher penetration of dishwashers

COMPETITIVE LANDSCAPE

Henkel uses promotions to help brands resist growing competition

Multinationals leverage strong brand reputations while Lidl bets on price/quality ratio

Eco-friendly trend creates more space for local players like Naujoji Ringuva

CATEGORY INDICATORS

Table 26 Household Possession of Dishwashers 2014-2019

CATEGORY DATA

Table 27 Sales of Dishwashing by Category: Value 2014-2019
Table 28 Sales of Dishwashing by Category: % Value Growth 2014-2019
Table 29 NBO Company Shares of Dishwashing: % Value 2015-2019
Table 30 LBN Brand Shares of Dishwashing: % Value 2016-2019
Table 31 Forecast Sales of Dishwashing by Category: Value 2019-2024
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2019-2024

Surface Care in Lithuania

HEADLINES

PROSPECTS

Consumers appreciate money- and storage-savings of multi-purpose cleaners

Higher purchasing power fosters take up of task-specific cleaners

Potential harm to health and the environment heightens call for safer products

COMPETITIVE LANDSCAPE

Reckitt Benckiser covers price segments and consumer needs to remain the leader

Global players use higher resources to gain edge through novelties and marketing

Local players enjoy success through good price-quality ratios and ecological variants

CATEGORY DATA

Table 33 Sales of Surface Care by Category: Value 2014-2019
Table 34 Sales of Surface Care by Category: % Value Growth 2014-2019
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2014-2019
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2014-2019
Table 37 NBO Company Shares of Surface Care: % Value 2015-2019
Table 38 LBN Brand Shares of Surface Care: % Value 2016-2019
Table 39 Forecast Sales of Surface Care by Category: Value 2019-2024
Table 40 Forecast Sales of Surface Care by Category: % Value Growth 2019-2024

Bleach in Lithuania

HEADLINES

PROSPECTS

Poor reputation of chlorine-based products limits appeal of bleach

Bleach use reserved for heavy duty cleaning needs

Bleach products are ignored as a growing range of alternatives incorporate bleach

COMPETITIVE LANDSCAPE

High brand recognition sees Ace Ultra dominate despite new entry

Safety concerns hamper new product development in bleach

Weak awareness as there is low shelf space for bleach outside of the largest outlets

CATEGORY DATA

Table 41 Sales of Bleach: Value 2016-2018
Table 42 Sales of Bleach: % Value Growth 2016-2018
Table 43 NBO Company Shares of Bleach: % Value 2015-2019
Table 44 LBN Brand Shares of Bleach: % Value 2016-2019
Table 45 Forecast Sales of Bleach: Value 2019-2024
Table 46 Forecast Sales of Bleach: % Value Growth 2019-2024

Toilet Care in Lithuania

HEADLINES

PROSPECTS

Hectic lifestyles and higher hygiene awareness spur the demand for ITBs

Higher purchasing power fosters demand for more sophisticated products

Strong growth potential lies in underdeveloped toilet care usage in rural areas

COMPETITIVE LANDSCAPE

High marketing resources and established presence favour multinationals

Lidl’s expansion underpins private label growth while local players’ retail offer is symbolic

Strong preference for major brands, but price discounting remains a key competitive tool

CATEGORY DATA

Table 47 Sales of Toilet Care by Category: Value 2014-2019
Table 48 Sales of Toilet Care by Category: % Value Growth 2014-2019
Table 49 NBO Company Shares of Toilet Care: % Value 2015-2019
Table 50 LBN Brand Shares of Toilet Care: % Value 2016-2019
Table 51 Forecast Sales of Toilet Care by Category: Value 2019-2024
Table 52 Forecast Sales of Toilet Care by Category: % Value Growth 2019-2024

Polishes in Lithuania

HEADLINES

PROSPECTS

Changing lifestyles and modern tastes hamper the demand for polishes

Shift to newer floor and furniture types limits use of polishes

Social, work and generational shifts offer gloomy outlook for shoe polish

COMPETITIVE LANDSCAPE

Internationals compete with discounts rather than marketing in a low value category

Strong international presence and slow growth potential limit local investment

Werner & Mertz’s brands exploit residual growth avenues in shoe and furniture polish

CATEGORY DATA

Table 53 Sales of Polishes by Category: Value 2014-2019
Table 54 Sales of Polishes by Category: % Value Growth 2014-2019
Table 55 NBO Company Shares of Polishes: % Value 2015-2019
Table 56 LBN Brand Shares of Polishes: % Value 2016-2019
Table 57 Forecast Sales of Polishes by Category: Value 2019-2024
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2019-2024

Air Care in Lithuania

HEADLINES

PROSPECTS

Maturity of spray/aerosol fresheners dampens overall retail volume growth in air care

Sophistication and convenience boost the demand for liquid and electric products

Move towards eco-friendly products set to accelerate amid sophistication trend

COMPETITIVE LANDSCAPE

Strong brand names and investments dampen competition to Air Wick and Ambi-Pur

Local players focus on sophistication to gain significant retail value shares

Players need to respond to changing consumer habits to stimulate car air fresheners

CATEGORY DATA

Table 59 Sales of Air Care by Category: Value 2014-2019
Table 60 Sales of Air Care by Category: % Value Growth 2014-2019
Table 61 NBO Company Shares of Air Care: % Value 2015-2019
Table 62 LBN Brand Shares of Air Care: % Value 2016-2019
Table 63 Forecast Sales of Air Care by Category: Value 2019-2024
Table 64 Forecast Sales of Air Care by Category: % Value Growth 2019-2024

Home Insecticides in Lithuania

HEADLINES

PROSPECTS

Familiarity, low prices and accessibility see spray/aerosol dominate sales

Cooler and drier than expected summer leads to strong sales declines in 2019

Electric insecticides offers promise as a convenient and innovative alternative

COMPETITIVE LANDSCAPE

Bros leverages long presence and wide coverage to consolidate leading position

Vape’s withdrawal unlikely to destabilise category as alternatives abound

Internationals lead with wide offer and promotions but Dichlofoss remains popular

CATEGORY DATA

Table 65 Sales of Home Insecticides by Category: Value 2014-2019
Table 66 Sales of Home Insecticides by Category: % Value Growth 2014-2019
Table 67 NBO Company Shares of Home Insecticides: % Value 2015-2019
Table 68 LBN Brand Shares of Home Insecticides: % Value 2016-2019
Table 69 Forecast Sales of Home Insecticides by Category: Value 2019-2024
Table 70 Forecast Sales of Home Insecticides by Category: % Value Growth 2019-2024

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