Premium Beauty and Personal Care in Lithuania

PRE-COVID-19 PERFORMANCE

Premium beauty and personal care continues to develop

By the end of the review period, premium beauty and personal care had reached a reasonable stage of development in Lithuania. However, sales of premium brands remain low in most categories, with fragrances the only category of beauty and personal care in which premium sales dominate.

Fragrances continues to account for the bulk of premium sales

2019 saw fragrances continue to dominate overall sales of premium beauty and personal care. A strong shift away from mass brands and towards premium products was seen in fragrances over the course of the review period, with changing consumer demand trends a major driver of this trend.

Health and beauty specialist retailers leads distribution as sales head online

The retail distribution of premium beauty and personal care remains dominated by health and beauty specialist retailers. Most consumers prefer to have a wide range of products to choose from when selecting premium cosmetics brands, with beauty specialist retailers benefiting from its reputation for offering the widest range of such products.

2020 AND BEYOND

COVID-19 impact

Sales of premium beauty and personal care are now expected to decline by 11% in 2020 in 2019 constant value terms in light of the impact of COVID-19.

Affected products within premium beauty and personal care

With strong growth being seen in some premium beauty and personal care categories prior to the onset of COVID-19, the effects of the pandemic on sales tend to vary considerably from category to category. The strongest sales declines are expected to have been seen in premium fragrances, premium adult sun care and premium hair care.

Recovery and opportunities

Although premium beauty and personal care is expected to suffer a significant decline in demand during 2020, it is likely that the category will bounce back strongly from the COVID-19 situation to record a strong performance over the remaining forecast period. With sales across beauty and personal care slowly shifting towards premium brands over the course of the review period, the trends that were in evidence across the industry prior to the onset of COVID-19 can be expected to return.

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