In 2021, retail sales of oral care products recovered after a decline in the previous year when, during the lockdown, consumers relaxed their oral hygiene standards. As pandemic-related restrictions were gradually eased during the year and social conditions returned to normal, consumers resumed dental routines and took tooth cleaning more seriously.
Oral care in Lithuania is practised is a more traditional manner, i.e.
In 2021, oral care in Lithuania was dominated by international players GlaxoSmithKline and Colgate-Palmolive. However, one exception is local company Biok Laboratorija and its Ecodenta brand.
The forecast period is expected to see oral care continue to develop into a more mature and sophisticated beauty and personal care category. With consumers set to become increasingly focused on maintaining good oral hygiene and dental health, category players are expected to focus more on offering more sophisticated products that are positioned as responding to specific consumer needs.
Teeth whiteners weathered the pandemic with positive, albeit minimal, performance in 2020 and 2021 as consumers continued to show interest in maintaining clean, white teeth. This category has gained traction in recent years and is set to continue increasing in popularity as consumers are encouraged to pay more attention to aesthetics and personal beauty.
As in other areas of beauty and personal, the ecological and sustainability concern are expected to impact developments in oral care. Recent launches include Ecodenta’s bamboo toothbrushes and Vilandra’s new environmentally friendly Humble brush product.
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Understand the latest market trends and future growth opportunities for the Oral Care 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 Oral Care 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.
Oral Care
This is the aggregation of toothpaste, toothbrushes, mouthwashes/dental rinses, denture care, mouth fresheners at-home teeth whiteners and dental floss.
See All of Our DefinitionsThis report originates from Passport, our Oral Care research and analysis database.
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