Mass Beauty and Personal Care in Lithuania

PROSPECTS

Demand for rational purchases

Although the general trend towards premiumisation contributed to growth in beauty and personal care in Lithuania in 2018, mass beauty and personal care still accounted for the vast majority of value sales. This is a direct result of consumer behaviour – although purchasing power is growing, the general level of income is still not high enough to see a significant shift to premium products.

The future of mass fragrances is uncertain

When it comes to the more sophisticated categories, the trend is totally different. Fragrances is a very good example of premiumisation in beauty and personal care in Lithuania.

Mass bath and shower prevails

Bath and shower was a stronghold in mass beauty and personal care in Lithuania in 2018. The majority of products in this category do not demand sophisticated innovations and high added-value – basically being various modifications of soap.

COMPETITIVE LANDSCAPE

Private label is on the rise

Private label is losing its reputation of offering low-priced and disputable quality products. Sales of private label products in beauty and personal care are growing, and this trend is anticipated to continue during the forecast period.

Biok is trying to move upmarket

The major local beauty and personal care player, Biok, was in a transition period in 2018. First of all, the company withdrew several very well-known beauty and personal care brands, such as Aras and Rasa.

Global companies continue to lead

To summarise the competitive landscape in mass beauty and personal care in Lithuania in 2018, the dominance of international heavyweights continued. These included L'Oréal Baltic and Nivea Polska, along with direct seller Avon Cosmetics.

Files are delivered directly into your account within a few minutes of purchase.