Home Care in Lithuania

Home Care in Lithuania

EXECUTIVE SUMMARY

COVID-19 impact on home care

COVID-19 country impact

Company response

Retailing shift

What next for home care?

MARKET INDICATORS

Table 1 Households 2015-2020

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2015-2020
Table 3 Sales of Home Care by Category: % Value Growth 2015-2020
Table 4 NBO Company Shares of Home Care: % Value 2016-2020
Table 5 LBN Brand Shares of Home Care: % Value 2017-2020
Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020
Table 7 Distribution of Home Care by Format: % Value 2015-2020
Table 8 Distribution of Home Care by Format and Category: % Value 2020
Table 9 Forecast Sales of Home Care by Category: Value 2020-2025
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Laundry Care in Lithuania

KEY DATA FINDINGS

2020 IMPACT

Hygiene concerns result in consumers to wash their clothes more frequently

Educational articles offering consumers advice appear throughout the press

Liquid tablet detergents continue to grow in popularity despite the pandemic

RECOVERY AND OPPORTUNITIES

Slight slowed growth in 2020, however, laundry care continues to perform well, largely being driven by liquid detergents

New product developments centre around antibacterial and germ-killing properties

Manufacturers continue to focus on liquid tablet detergents over the forecast period

CATEGORY DATA

Table 11 Sales of Laundry Care by Category: Value 2015-2020
Table 12 Sales of Laundry Care by Category: % Value Growth 2015-2020
Table 13 Sales of Laundry Aids by Category: Value 2015-2020
Table 14 Sales of Laundry Aids by Category: % Value Growth 2015-2020
Table 15 Sales of Laundry Detergents by Category: Value 2015-2020
Table 16 Sales of Laundry Detergents by Category: % Value Growth 2015-2020
Table 17 NBO Company Shares of Laundry Care: % Value 2016-2020
Table 18 LBN Brand Shares of Laundry Care: % Value 2017-2020
Table 19 NBO Company Shares of Laundry Aids: % Value 2016-2020
Table 20 LBN Brand Shares of Laundry Aids: % Value 2017-2020
Table 21 NBO Company Shares of Laundry Detergents: % Value 2016-2020
Table 22 LBN Brand Shares of Laundry Detergents: % Value 2017-2020
Table 23 Forecast Sales of Laundry Care by Category: Value 2020-2025
Table 24 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025

Dishwashing in Lithuania

KEY DATA FINDINGS

2020 IMPACT

Dishwashing additives sees the most dynamic growth in 2020

Articles offer consumers advice on how to prevent the spread of the virus

Naujoji Ringuva emphasises the healthier composition of its brand Balance during the pandemic

RECOVERY AND OPPORTUNITIES

Automatic dishwashing slowly cannibalises hand dishwashing

Private label appeals to consumers financially impacted by the pandemic

Consumers become increasingly aware of health and the environment

CATEGORY DATA

Table 25 Sales of Dishwashing by Category: Value 2015-2020
Table 26 Sales of Dishwashing by Category: % Value Growth 2015-2020
Table 27 NBO Company Shares of Dishwashing: % Value 2016-2020
Table 28 LBN Brand Shares of Dishwashing: % Value 2017-2020
Table 29 Forecast Sales of Dishwashing by Category: Value 2020-2025
Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025

Surface Care in Lithuania

KEY DATA FINDINGS

2020 IMPACT

Increased cleaning during lockdown leads surface care to see impressive growth

Educational articles suggest consumers can disinfect their homes using alcoholic disinfectants

Reckitt Benckiser and Unilever Lietuva Distribucija remain first and second leading players respectively

RECOVERY AND OPPORTUNITIES

Slowed demand as the pandemic subsides at the beginning of the forecast period

Impregnated wet wipes set to see impressive growth as purchasing powers recover

Consumers return to eco-friendly offerings post pandemic

CATEGORY DATA

Table 31 Sales of Surface Care by Category: Value 2015-2020
Table 32 Sales of Surface Care by Category: % Value Growth 2015-2020
Table 33 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020
Table 34 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020
Table 35 NBO Company Shares of Surface Care: % Value 2016-2020
Table 36 LBN Brand Shares of Surface Care: % Value 2017-2020
Table 37 Forecast Sales of Surface Care by Category: Value 2020-2025
Table 38 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025

Bleach in Lithuania

KEY DATA FINDINGS

2020 IMPACT

Bleach remains negligible despite surge in sales in response to the pandemic

Educational articles offer consumers important tips on how to use bleach to disinfect against COVID-19

Local producers presented with the opportunity to increase value share as demand increases

RECOVERY AND OPPORTUNITIES

Demand for bleach drops as the pandemic comes to an end

Consumers continue to be wary of bleach due to its poisonous disposition

Non-chlorine products continue to pose a threat to bleach

CATEGORY DATA

Table 39 Sales of Bleach: Value 2016-2020
Table 40 Sales of Bleach: % Value Growth 2016-2020
Table 41 NBO Company Shares of Bleach: % Value 2016-2020
Table 42 LBN Brand Shares of Bleach: % Value 2017-2020
Table 43 Forecast Sales of Bleach: Value 2020-2025
Table 44 Forecast Sales of Bleach: % Value Growth 2020-2025

Toilet Care in Lithuania

KEY DATA FINDINGS

2020 IMPACT

Toilet care continues to perform well due to rising hygiene awareness during lockdown

Consumers care less about components and focus more on performance and results

Multinationals continue to dominate value shares in 2020

RECOVERY AND OPPORTUNITIES

Slowed growth anticipated as consumers return to their pre pandemic lives.

Growth potential from rural areas if producers apply discounts and promotions

Growing demand for eco-friendly products as the environmental trend gains traction

CATEGORY DATA

Table 45 Sales of Toilet Care by Category: Value 2015-2020
Table 46 Sales of Toilet Care by Category: % Value Growth 2015-2020
Table 47 NBO Company Shares of Toilet Care: % Value 2016-2020
Table 48 LBN Brand Shares of Toilet Care: % Value 2017-2020
Table 49 Forecast Sales of Toilet Care by Category: Value 2020-2025
Table 50 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025

Polishes in Lithuania

KEY DATA FINDINGS

2020 IMPACT

Polishes suffers as it offers no relief from hygiene concerns during the pandemic

Remote-working leads to declining demand for shoe polishes in 2020

Companies less willing to invest in polishes due to stagnating sales

RECOVERY AND OPPORTUNITIES

Demand for polishes continues to shrink as the product area is largely perceived to be outdated and unessential

Younger consumers fail to adopt shoe polishing habit

Manufacturers focus on eco-friendly innovations to capture more consumers

CATEGORY DATA

Table 51 Sales of Polishes by Category: Value 2015-2020
Table 52 Sales of Polishes by Category: % Value Growth 2015-2020
Table 53 NBO Company Shares of Polishes: % Value 2016-2020
Table 54 LBN Brand Shares of Polishes: % Value 2017-2020
Table 55 Forecast Sales of Polishes by Category: Value 2020-2025
Table 56 Forecast Sales of Polishes by Category: % Value Growth 2020-2025

Air Care in Lithuania

KEY DATA FINDINGS

2020 IMPACT

Slowed growth witnessed as cash-strapped consumers favour products with disinfectant qualities

Local brand Aromama releases natural essential oil for immunity health

Travel restrictions lead to slowed growth for car air fresheners

RECOVERY AND OPPORTUNITIES

Natural essential oils continue to grow in popularity over the forecast period

Car air fresheners’ recovery dependant on the development of the pandemic

Growing trend for sophisticated and eco-friendly products

CATEGORY DATA

Table 57 Sales of Air Care by Category: Value 2015-2020
Table 58 Sales of Air Care by Category: % Value Growth 2015-2020
Table 59 NBO Company Shares of Air Care: % Value 2016-2020
Table 60 LBN Brand Shares of Air Care: % Value 2017-2020
Table 61 Forecast Sales of Air Care by Category: Value 2020-2025
Table 62 Forecast Sales of Air Care by Category: % Value Growth 2020-2025

Home Insecticides in Lithuania

KEY DATA FINDINGS

2020 IMPACT

Slowed growth as consumers favour home care products with disinfectant properties

Bros Sp remains the leading players in 2020 thanks to its wide portfolio

More mosquitos during summer leads to increased demand for some home insecticides

RECOVERY AND OPPORTUNITIES

Private label continues to gain value sales even as the economy recovers

Growing concerns regarding health leads to greater demand for natural offerings

Global warming could potentially boost sales as summers get hotter

CATEGORY DATA

Table 63 Sales of Home Insecticides by Category: Value 2015-2020
Table 64 Sales of Home Insecticides by Category: % Value Growth 2015-2020
Table 65 NBO Company Shares of Home Insecticides: % Value 2016-2020
Table 66 LBN Brand Shares of Home Insecticides: % Value 2017-2020
Table 67 Forecast Sales of Home Insecticides by Category: Value 2020-2025
Table 68 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025

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