In 2021, retail value sales of mass beauty and personal care recovered from the decline in sales observed in the previous year. Price sensitivity remained a relevant factor for the category.
Bath and shower, as a product area, is dominated by mass brands in Lithuania. Consumers in the country are generally unwilling to pay a premium price for everyday bath and shower products such as bar and liquid soap, and body wash/shower.
Price promotions continued to play an important role for retailers in 2021 as they had to compete for category shares in a time of reduced consumer demand. For certain categories, such as mass skin care and mass hair care, many consumers remained interested in better-quality, previously unknown brands, particularly those that are imported from countries like Israel or Switzerland.
In beauty and personal care overall, the mass segment dominates in Lithuania, accounting for two times the retail volume and value sales compared to the premium segment. This dynamic is expected to last over the forecast period.
In recent years, consumers have become ever more concerned about the potential harm products have on them and the environment and will thus increasingly opt for products that are more natural. As consumers start to prioritise brands for this over price, players will have to adapt to changing demands to remain competitive.
As well as increased interest in naturalness, consumers are likely to show increasing curiosity about the origin of the products they buy. Many consumers will orientate themselves towards domestic brands, viewing them as a more eco-conscious choice, and thus boost share for local players.
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Mass Beauty and Personal Care
This is the aggregation of mass colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.
See All of Our DefinitionsThis report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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