Executive Summary

Apr 2019
PROSPECTS
Quality is less expensive

Toilet paper is mature in Lithuania with rather limited new product development as the demographic context is not favourable. The shrinking consumer base is encouraging manufacturers to apply premiumisation strategies to maintain their desired value gains.

Premiumisation of private label

Private label retained its strong share in retail tissue due to the growing interest of key modern retailers in toilet paper and facial tissues. Growing demand for quality private label products resulted in the leading modern grocery retailer, Maxima, to premiumise its Bloom private label range, offering 4-layered premium toilet paper, boxed facial tissues and pocket handkerchiefs, while Bloom increased its share in boxed facial tissues in 2018.

Inexpensive brands taking over

Customer loyalty is not high in paper tableware, with price often the main decision criterion rather than quality. As it is one of the smallest retail tissue categories, modern grocery retailers often move the shelf positions of brands around.

COMPETITIVE LANDSCAPE
Domestic player retains the lead

Grigeo Grigiskes remained the strongest player in retail tissue in 2018, focusing on toilet paper, facial tissues and paper towels. Covering all price segments and with a detailed knowledge of the local market, Grigeo Grigiskes has also begun to invest in internet retailing, promoting its brands via the key internet retailer, Barbora, and successfully growing sales.

Grigeo Grigiskes drops coloured napkins

In 2017 Grigeo Grigiskes made a strategic decision to terminate its production of its Grite Family Color coloured napkins, with only remaining stocks of coloured napkins now found in supermarkets. Grigeo Grigiskes will retain its Grite Family Color White, with distribution limited to smaller retailers.

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Retail Tissue in Lithuania

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Overview

Discover the latest market trends and uncover sources of future market growth for the Retail Tissue industry in Lithuania with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Retail Tissue industry in Lithuania, our research will save you time and money while empowering you to make informed, profitable decisions.

The Retail Tissue in Lithuania market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Retail Tissue in Lithuania?
  • What are the major brands in Lithuania?
  • What is the performance of pocket handkerchiefs vs boxed facial tissues?
  • What are the key new product launches in the tissues market?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Tissue and Hygiene market research database.

Retail Tissue in Lithuania - Category analysis

HEADLINES

PROSPECTS

Quality is less expensive
Premiumisation of private label
Inexpensive brands taking over

COMPETITIVE LANDSCAPE

Domestic player retains the lead
Grigeo Grigiskes drops coloured napkins

CATEGORY DATA

Table 1 Retail Sales of Tissue by Category: Value 2013-2018
Table 2 Retail Sales of Tissue by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Retail Tissue: % Value 2014-2018
Table 4 LBN Brand Shares of Retail Tissue: % Value 2015-2018
Table 5 Forecast Retail Sales of Tissue by Category: Value 2018-2023
Table 6 Forecast Retail Sales of Tissue by Category: % Value Growth 2018-2023

Tissue and Hygiene in Lithuania - Industry Overview

EXECUTIVE SUMMARY

Demographic trends limit growth
Increasing health concerns
International players charactise tissue and hygiene
Changing shopping habits
Weak value growth expected

MARKET INDICATORS

Table 7 Birth Rates 2013-2018
Table 8 Infant Population 2013-2018
Table 9 Female Population by Age 2013-2018
Table 10 Total Population by Age 2013-2018
Table 11 Households 2013-2018
Table 12 Forecast Infant Population 2018-2023
Table 13 Forecast Female Population by Age 2018-2023
Table 14 Forecast Total Population by Age 2018-2023
Table 15 Forecast Households 2018-2023

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources