Premium beauty and personal care recorded a better performance than mass beauty and personal care in 2021, registering robust current value growth. The primary consumers of premium beauty and personal care are mid-income and higher-income households made up of individuals with more stable jobs.
During 2021, many Lithuanians continued to work from home. As in the previous year, less time at the office and less spent on socialising and travel, meant more time at home and more money for beauty and personal care products.
As for other product areas, demand for colour cosmetics began recovering later in the year as pandemic-related restrictions were eased and consumers began spending longer periods of time outside of the home and there were more grooming occasions. Demand for fragrances remained limited, however, as more and more Lithuanian consumers adopt a more natural approach to beauty and personal care, and others used up fragrances they still had from before the lockdowns.
Over the forecast period, the trend of favouring more expensive, higher-quality products is set to drive premium category growth. The target audience of premium beauty and personal care players tend to be affluent, urban consumers who feel drawn to luxury and benefit-driven products.
Local manufacturers are set to gain attention slowly but surely amongst premium consumers as they increasingly show interest in the origin of the products they are consuming. Many local brands have strongly reshaped their marketing strategies to weather the changed landscape of lockdown.
Whilst many brands thrive due to their wide and varied product portfolio, one brand that has taken an alternative stance is local brand MATH. The brand encourages minimalism, emphasising this via its packaging, and claims that a few good quality products are more than enough to sustain modern skin care.
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Understand the latest market trends and future growth opportunities for the Premium Beauty and Personal Care industry in Lithuania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Premium Beauty and Personal Care
This is the aggregation of premium colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.See All of Our Definitions
This report originates from Passport, our Premium Beauty and Personal Care research and analysis database.
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