The arrival of COVID-19 in Lithuania was especially painful for men’s grooming, as this category was just about to reach somewhat maturity. Many men’s grooming products are seen as non-essential and given the economic turbulence of the pandemic consumers had no problem leaving them on the shelves as they sought to reduce their spending.
Premium men’s hair care and skin care products were less affected by the COVID-19 restrictions than similar mass products. This is because the economic impact of the pandemic mostly affected the households of those who work in service and travel and are mid- or low-income earners.
Men’s bath and shower sales experience a decline in 2020 as families affected financially by the pandemic started buying in such products in bulk. Increasingly they used ‘one fits all’ products for body washing or hair washing as premium or specific-benefit products were not considered essential.
During 2021, it is expected that men’s shaving will start to recover as men return to the office for work and choose a clean-shaven facial style for a more professional look. The greater socialisation opportunities are also likely to encourage men to shave, or at least trim, their facial hair to maintain a neater and more attractive appearance in front of their peers.
Over the forecast period, brands are increasingly expected to form partnerships to create special edition products and re-stimulate interest in the category. For example, in the autumn of 2020 Margarita partnered with the basketball club Zalgiris to offer men’s grooming product set for men care in combination with Zalgiris branded socks.
Mass brands are likely to remain the dominant players in men’s grooming over the forecast period, as many men view purchasing premium products as unnecessary. However, niche e-commerce retailers are increasingly offering goods within a mid-higher price bracket that offer specific benefits or treat specific problems.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Lithuania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Men's Grooming industry in Lithuania, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Men's Grooming research and analysis database.
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