Executive Summary

Jun 2019
PROSPECTS
Attention from the major modern retail channels grows

Men’s grooming was a category with very high expectations during the review period, but growth was not as high as anticipated. Reasons for this included the growing fashion for beards and the general attitude of the male audience to grooming.

Sales in men’s shaving stabilise

Men’s shaving decreased in most years of the review period in Lithuania. The major reason behind this trend was the booming fashion for beards, which automatically removed a significant number of potential consumers.

Men’s skin care stagnates

Men’s skin care demonstrated slower than anticipated growth in 2018. Although the general interest in men’s skin care is growing, sales of premium skin care products were lower than before.

COMPETITIVE LANDSCAPE
Procter & Gamble Services leads

Procter & Gamble Services remained the leader in men’s grooming in Lithuania in value terms in 2018. The company enjoys a strong position for its flagship brand Gillette, which was the best-known shaving brand in Lithuania in the review period.

Biok rebrands its product line

The major Lithuanian manufacturer of beauty and personal products, Biok, is in the process of reassessing its business, which has had a major impact on men’s grooming. The company operates its Aras brand, which directly targets men with shaving products and toiletries.

A worse performance for Nivea Men

Nivea Men is one of the most noticeable brands targeting a specifically male audience in Lithuania. Products under this brand are very well-known in men’s bath and shower, deodorants, shaving and skin care.

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Men's Grooming in Lithuania

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Overview

Discover the latest market trends and uncover sources of future market growth for the Men's Grooming industry in Lithuania with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Men's Grooming industry in Lithuania, our research will save you time and money while empowering you to make informed, profitable decisions.

The Men's Grooming in Lithuania market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Men's Grooming in Lithuania?
  • What are the major brands in Lithuania?
  • Are systems or disposable razors and blades more popular in shaving?
  • Which men’s category is seeing most dynamic growth?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Men's Grooming in Lithuania - Category analysis

HEADLINES

PROSPECTS

Attention from the major modern retail channels grows
Sales in men’s shaving stabilise
Men’s skin care stagnates

COMPETITIVE LANDSCAPE

Procter & Gamble Services leads
Biok rebrands its product line
A worse performance for Nivea Men

CATEGORY DATA

Table 1 Sales of Men’s Grooming by Category: Value 2013-2018
Table 2 Sales of Men’s Grooming by Category: % Value Growth 2013-2018
Table 3 Sales of Men's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 4 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2018
Table 5 NBO Company Shares of Men’s Grooming: % Value 2014-2018
Table 6 LBN Brand Shares of Men’s Grooming: % Value 2015-2018
Table 7 LBN Brand Shares of Men's Razors and Blades: % Value 2015-2018
Table 8 Forecast Sales of Men's Grooming by Category: Value 2018-2023
Table 9 Forecast Sales of Men's Grooming by Category: % Value Growth 2018-2023

Beauty and Personal Care in Lithuania - Industry Overview

EXECUTIVE SUMMARY

Quality and problem-solving are in demand
Unexpected performances for different categories
The usual suspects, private label growth and the slowdown of a local prodigy
Micellar water remains popular; sheet masks grow in popularity
Steady development, with a moderate positive forecast

MARKET DATA

Table 10 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 11 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 12 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 13 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 14 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 15 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 16 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 17 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 18 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 19 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources