Mass Beauty and Personal Care in Lithuania

PRE-COVID-19 PERFORMANCE

Premiumisation continues to put pressure on mass sales as consumers trade up

The review period saw a major shift towards premium brands across numerous beauty and personal care categories. The trend deepened in 2019 as premium brands were increasingly preferred across a wide range of product areas.

Mass brands look to men’s grooming to expand their consumer bases

With sales under pressure due to maturity of demand for much of the review period, many of the leading mass brands in beauty and personal care looked to areas where they could expand their consumer bases and in this way increase overall demand. One obvious area to target is men’s grooming, a notably underdeveloped category that generated stable growth in 2019, mainly due to sales of mass brands.

Natural products continue to attract the attention of consumers

One of the most notable consumer trends across beauty and personal care towards the end of the review period was the increasing interest in natural products. This applied in numerous categories, with hair care a particular focus due to the stronger consumer interest in shampoos and conditioners that contain botanical ingredients.

2020 AND BEYOND

COVID-19 impact

Sales of mass beauty and personal care are now expected to decline by 8% in 2020 in 2019 constant value terms in light of the impact of COVID-19.

Affected products within mass beauty and personal care

With categories that are seen as less than essential likely to have borne the brunt of declining demand due to COVID-19 in 2020, mass fragrances and mass adult sun care are expected to have registered the most negative performances over the course of the year. In addition, mass body care, mass skin care sets/kits, mass lip care, massive general purpose body care and mass toners are all expected to underperform the category overall.

Recovery and opportunities

The forecast period is expected to see sales of mass brands continue to increase in most categories of beauty and personal care. However, one of the biggest stories in beauty and personal care Lithuania during the forecast period is expected to be the ongoing shift towards premium brands across a wide range of categories.

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