Premium Beauty and Personal Care in Lithuania

PROSPECTS

Hair care grows strongly

Although mass hair care has posted more stagnant value performance due to the high level of promotions, value sales of premium hair care have grown very well. Growth in salon professional hair care was evident over the review period, continuing into 2017 and anticipated to prevail over the forecast period.

Facial care is expected leader

Facial care within the premium segment was the clear leader in terms of sales growth in Lithuania in 2017. In general, product subcategories associated with the face, such as colour cosmetics and facial care, are historically more popular when it comes to sales of premium products.

Premium bath and shower posts slowest growth

In contrast, sales of premium bath and shower posted the slowest growth in 2017 among premium beauty and personal care products. Premium bath and shower remains a subcategory of mainly gifts or daily usage by the very few affluent consumers in Lithuania.

COMPETITIVE LANDSCAPE

Bioderma is the most visible brand

Although premium beauty and personal care in Lithuania should be considered highly fragmented, Bioderma brand products held the highest share of value sales in 2017. The brand enjoys a good reputation for its products and was positioned as a premium brand throughout the review period.

L'Oréal Baltic SIA leads with balanced portfolio

L'Oréal is the leader in the competitive landscape for premium beauty and personal care in 2017. Although more known for its mass beauty and personal care among Lithuanian consumers, the company reaches out to end consumers of premium products via numerous brands with strong reputations, such as Vichy and Biotherm.

Local player also present

Biok UAB is also present in premium beauty and personal care in Lithuania with the Biok Dermatology product line. Considered as the next step in establishing its presence in beauty and personal care, the launch and growth of the Biok Dermatology product line is set to be a good indication of possibilities for local players in various price segments within beauty and personal care.

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