Mass Beauty and Personal Care in Lithuania

2020 IMPACT

Diminished incomes reduced demand for non-essential category products

Mass beauty and personal care was more strongly affected by the pandemic than premium beauty and personal care, because the category’s dominant consumer base was harder hit by the economic crisis COVID-19 caused. Whilst the economic impact in Lithuania was not as extreme as in other EU countries, it still heavily impacted those in the service, hospitality, and travel industries as most of the COVID-19 restrictions put limitations on these roles.

Private label saw share increase due to consumers seeking cheaper options

Demand for private label brands increased in 2020 as value for money became a key purchasing factor for mass beauty and personal care consumers. For instance, although Maxima’s private label Nida and Vejas had already caught consumers’ attention in the previous year, it demonstrated stronger growth in 2020 as consumers became more price sensitive.

Retailers compete for consumer attention through strong price discounts

Price promotions played an important role for retailers in 2020 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.

RECOVERY AND OPPORTUNITIES

Price-sensitivity to remain and continued restrictions keep purchasing power low

In 2021, price sensitivity is expected to remain a relevant factor for the category’s prospects. This is because the year started in lockdown and significant restrictions will continue, the easing of which is dependent upon further waves of the virus and how speedily the vaccine is rolled out.

Naturalness expected to be key theme for category players

Natural ingredients are expected to return to the focus of consumers after the pandemic is over and purchasing power starts to increase. 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.

Local players set for growth as consumers increasingly opt for domestic products

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.