Executive Summary

Feb 2019
Increasing wealth is offset by a shrinking consumer base

Retailing in Lithuania is developing consistently. With the impact of the economic crisis diminished in 2012, the country continues posting healthy GDP rates, bringing more consumer confidence and resulting in growing local consumption.

Legal limitations still on the table

Since legislative initiatives to regulate the retailing of alcohol and tobacco were implemented during the review period, Lithuania retailing has continued to post impressive growth, although the non-grocery specialists channel is outperforming grocery retailers in value sales growth terms. However, the next set of initiatives from the present government is being discussed and is due to be implemented during the forecast period.

Home and garden items and leisure and personal goods are more popular

Non-grocery specialists continued to perform very well in 2018. In particular, home and garden specialist retailers enjoyed one of the fastest value growth rates.

Internet retailing continues to be combined with brick-and-mortar retailing

Although the general global trend in retailing is moving from offline channels to internet retailing, some interesting examples of a contrary trend might have been registered in Lithuania in 2018. Some of the major online retailers, such as Pigu.

Retailing will continue expanding, supported by stable economic and income growth

Lithuanian retailing is expected to develop stably over the forecast period. Despite some worries regarding a slowdown of economic growth in the short term, the general positive trend in the country’s GDP growth is anticipated to be the most important factor until 2023.

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Retailing in Lithuania

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Overview

Discover the latest market trends and uncover sources of future market growth for the Retailing 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 Retailing industry in Lithuania, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Lithuania for free:

The Retailing in Lithuania market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic number of stores, selling space 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:

  • How big is the grocery/non-grocery/non-store channel in Lithuania?
  • Who are the leading retailers in Lithuania?
  • How is retailing performing in Lithuania?
  • What is the retailing environment like in Lithuania?
  • Which channels are winning or losing in the fight for consumers’ money?

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 Retailing market research database.

Retailing in Lithuania

EXECUTIVE SUMMARY

Increasing wealth is offset by a shrinking consumer base
Legal limitations still on the table
Home and garden items and leisure and personal goods are more popular
Internet retailing continues to be combined with brick-and-mortar retailing
Retailing will continue expanding, supported by stable economic and income growth

OPERATING ENVIRONMENT

Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type
Physical retail landscape
Cash and carry
Table 1 Cash and Carry Sales: Value
Seasonality
Christmas
Easter
Payments and delivery
Emerging business models

MARKET DATA

Table 2 Sales in Retailing by Store-based vs Non-Store: Value 2013-2018
Table 3 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2013-2018
Table 4 Sales in Store-Based Retailing by Channel: Value 2013-2018
Table 5 Sales in Store-Based Retailing by Channel: % Value Growth 2013-2018
Table 6 Store-Based Retailing Outlets by Channel: Units 2013-2018
Table 7 Store-Based Retailing Outlets by Channel: % Unit Growth 2013-2018
Table 8 Sales in Non-Store Retailing by Channel: Value 2013-2018
Table 9 Sales in Non-Store Retailing by Channel: % Value Growth 2013-2018
Table 10 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2013-2018
Table 11 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 12 Sales in Non-Grocery Specialists by Channel: Value 2013-2018
Table 13 Sales in Non-Grocery Specialists by Channel: % Value Growth 2013-2018
Table 14 Non-Grocery Specialists Outlets by Channel: Units 2013-2018
Table 15 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2013-2018
Table 16 Retailing GBO Company Shares: % Value 2014-2018
Table 17 Retailing GBN Brand Shares: % Value 2015-2018
Table 18 Store-based Retailing GBO Company Shares: % Value 2014-2018
Table 19 Store-based Retailing GBN Brand Shares: % Value 2015-2018
Table 20 Store-based Retailing LBN Brand Shares: Outlets 2015-2018
Table 21 Non-Store Retailing GBO Company Shares: % Value 2014-2018
Table 22 Non-Store Retailing GBN Brand Shares: % Value 2015-2018
Table 23 Non-Grocery Specialists GBO Company Shares: % Value 2014-2018
Table 24 Non-Grocery Specialists GBN Brand Shares: % Value 2015-2018
Table 25 Non-Grocery Specialists LBN Brand Shares: Outlets 2015-2018
Table 26 Non-Grocery Specialists LBN Brand Shares: Selling Space 2015-2018
Table 27 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2018-2023
Table 28 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2018-2023
Table 29 Forecast Sales in Store-Based Retailing by Channel: Value 2018-2023
Table 30 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2018-2023
Table 31 Forecast Store-Based Retailing Outlets by Channel: Units 2018-2023
Table 32 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2018-2023
Table 33 Forecast Sales in Non-Store Retailing by Channel: Value 2018-2023
Table 34 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2018-2023
Table 35 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 36 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 37 Forecast Sales in Non-Grocery Specialists by Channel: Value 2018-2023
Table 38 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2018-2023
Table 39 Forecast Non-Grocery Specialists Outlets by Channel: Units 2018-2023
Table 40 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources

Apparel and Footwear Specialist Retailers in Lithuania

HEADLINES

PROSPECTS

Demand for lower-priced goods drives the channel
Multichannel business models are increasingly being used
Fewer in number but larger in space

COMPETITIVE LANDSCAPE

International brands prevail
H&M leads sales
Apranga APB is the channel heavyweight

CHANNEL DATA

Table 41 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 42 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 43 Apparel And Footwear Specialist Retailers GBO Company Shares: % Value 2014-2018
Table 44 Apparel And Footwear Specialist Retailers GBN Brand Shares: % Value 2015-2018
Table 45 Apparel And Footwear Specialist Retailers LBN Brand Shares: Outlets 2015-2018
Table 46 Apparel And Footwear Specialist Retailers LBN Brand Shares: Selling Space 2015-2018
Table 47 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 48 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023

Direct Selling in Lithuania

HEADLINES

PROSPECTS

The channel continues to grow
Beauty and personal care items are still the biggest sellers
Consumer health to add momentum

COMPETITIVE LANDSCAPE

Amway Corp remains the major player in direct selling channel
Increasing digitalisation
Key players operate in beauty and personal care direct selling

CHANNEL DATA

Table 49 Direct Selling by Category: Value 2013-2018
Table 50 Direct Selling by Category: % Value Growth 2013-2018
Table 51 Direct Selling GBO Company Shares: % Value 2014-2018
Table 52 Direct Selling GBN Brand Shares: % Value 2015-2018
Table 53 Direct Selling Forecasts by Category: Value 2018-2023
Table 54 Direct Selling Forecasts by Category: % Value Growth 2018-2023

Health and Beauty Specialist Retailers in Lithuania

HEADLINES

PROSPECTS

Demand for beauty and health is growing
Chemists/pharmacies generates the biggest value share within the channel
Expanding product portfolios to compensate for anticipated losses

COMPETITIVE LANDSCAPE

Eurovaistine UAB leads health and beauty specialist retailers
Drugstores/parapharmacies experiences increasing competition
Douglas LT UAB is rebranding

CHANNEL DATA

Table 55 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 56 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 57 Sales in Health and Beauty Specialist Retailers by Channel: Value 2013-2018
Table 58 Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2013-2018
Table 59 Health and Beauty Specialist Retailers GBO Company Shares: % Value 2014-2018
Table 60 Health and Beauty Specialist Retailers GBN Brand Shares: % Value 2015-2018
Table 61 Health and Beauty Specialist Retailers LBN Brand Shares: Outlets 2015-2018
Table 62 Health and Beauty Specialist Retailers LBN Brand Shares: Selling Space 2015-2018
Table 63 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 64 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 65 Forecast Sales in Health and Beauty Specialist Retailers by Channel: Value 2018-2023
Table 66 Forecast Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2018-2023

Internet Retailing in Lithuania

HEADLINES

PROSPECTS

The number of internet users grows
Apparel and footwear internet retailing generates the biggest value share within the channel
From online to offline and vice versa

COMPETITIVE LANDSCAPE

Pigu.lt is the biggest internet retailing brand
Channel fragmentation grows
Third party merchants gain share over the review period

CHANNEL DATA

Table 67 Internet Retailing by Category: Value 2013-2018
Table 68 Internet Retailing by Category: % Value Growth 2013-2018
Table 69 Internet Retailing GBO Company Shares: % Value 2014-2018
Table 70 Internet Retailing GBN Brand Shares: % Value 2015-2018
Table 71 Internet Retailing Forecasts by Category: Value 2018-2023
Table 72 Internet Retailing Forecasts by Category: % Value Growth 2018-2023

Mixed Retailers in Lithuania

HEADLINES

PROSPECTS

Disappearance of department stores channel
Mixed retailers consists exclusively of variety stores
From internet retailing to brick-and-mortar variety stores

COMPETITIVE LANDSCAPE

Studio Moderna UAB maintains its leading position
Only a few players in the remaining channel
Flying Tiger Copenhagen is providing competition to Top Shop

CHANNEL DATA

Table 73 Mixed Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 74 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 75 Sales in Mixed Retailers by Channel: Value 2013-2018
Table 76 Sales in Mixed Retailers by Channel: % Value Growth 2013-2018
Table 77 Mixed Retailers Outlets by Channel: Units 2013-2018
Table 78 Mixed Retailers Outlets by Channel: % Unit Growth 2013-2018
Table 79 Mixed Retailers GBO Company Shares: % Value 2014-2018
Table 80 Mixed Retailers GBN Brand Shares: % Value 2015-2018
Table 81 Mixed Retailers LBN Brand Shares: Outlets 2015-2018
Table 82 Mixed Retailers LBN Brand Shares: Selling Space 2015-2018
Table 83 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 84 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 85 Forecast Sales in Mixed Retailers by Channel: Value 2018-2023
Table 86 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2018-2023
Table 87 Forecast Mixed Retailers Outlets by Channel: Units 2018-2023
Table 88 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2018-2023

Mobile Internet Retailing in Lithuania

HEADLINES

PROSPECTS

Mobile internet retailing gains pace
Mobile apps become more important
The first mobile payment platform emerges

COMPETITIVE LANDSCAPE

Pigu.lt is a technological leader
Purchases through the Barbora mobile app are growing

CHANNEL DATA

Table 89 Mobile Internet Retailing: Value 2013-2018
Table 90 Mobile Internet Retailing: % Value Growth 2013-2018
Table 91 Mobile Internet Retailing Forecasts: Value 2018-2023
Table 92 Mobile Internet Retailing Forecasts: % Value Growth 2018-2023

Modern Grocery Retailers in Lithuania

HEADLINES

PROSPECTS

Smaller formats gain share
Discounters keeps performing well
The government introduces new restrictions for major retailers

COMPETITIVE LANDSCAPE

Maxima LT UAB leads sales
Lidl goes from strength to strength
The convenience stores channel is dominated by cooperatives

CHANNEL DATA

Table 93 Modern Grocery Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 94 Modern Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 95 Sales in Modern Grocery Retailers by Channel: Value 2013-2018
Table 96 Sales in Modern Grocery Retailers by Channel: % Value Growth 2013-2018
Table 97 Modern Grocery Retailers Outlets by Channel: Units 2013-2018
Table 98 Modern Grocery Retailers Outlets by Channel: % Unit Growth 2013-2018
Table 99 Modern Grocery Retailers GBO Company Shares: % Value 2014-2018
Table 100 Modern Grocery Retailers GBN Brand Shares: % Value 2015-2018
Table 101 Modern Grocery Retailers LBN Brand Shares: Outlets 2015-2018
Table 102 Modern Grocery Retailers LBN Brand Shares: Selling Space 2015-2018
Table 103 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 104 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 105 Forecast Sales in Modern Grocery Retailers by Channel: Value 2018-2023
Table 106 Forecast Sales in Modern Grocery Retailers by Channel: % Value Growth 2018-2023
Table 107 Forecast Modern Grocery Retailers Outlets by Channel: Units 2018-2023
Table 108 Forecast Modern Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023

Traditional Grocery Retailers in Lithuania

HEADLINES

PROSPECTS

Traditional grocery retailers is slowing down
Strong performance in niche business areas
Other grocery retailers outperform major players within traditional grocery retailers

COMPETITIVE LANDSCAPE

Gelsva UAB leads sales
Other grocery retailers strengthens
Other grocery retailers is reshaping

CHANNEL DATA

Table 109 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 110 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 111 Traditional Grocery Retailers GBO Company Shares: % Value 2014-2018
Table 112 Traditional Grocery Retailers GBN Brand Shares: % Value 2015-2018
Table 113 Traditional Grocery Retailers LBN Brand Shares: Outlets 2015-2018
Table 114 Traditional Grocery Retailers LBN Brand Shares: Selling Space 2015-2018
Table 115 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 116 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023