Retailing in Lithuania

March 2021
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Overview:

Understand the latest market trends and future growth opportunities for the Retailing industry in Lithuania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Convenience Stores
  • Discounters
  • Hypermarkets
  • Supermarkets
  • Traditional Grocery Retailers
  • Apparel and Footwear Specialist Retailers
  • Electronics and Appliance Specialist Retailers
  • Health and Beauty Specialist Retailers
  • Home and Garden Specialist Retailers
  • Department Stores
  • Variety Stores
  • Warehouse Clubs
  • Direct Selling
  • Homeshopping
  • Vending

If you're in the Retailing industry in Lithuania, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Retailing in Lithuania report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Retailing in Lithuania?
  • Which are the leading retailers in Retailing in Lithuania?
  • How are products distributed in Retailing in Lithuania?
  • How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
  • How significant are discounters and private label in Lithuania?
  • How has the impact of COVID-19 and national lockdown impacted consumer demand?
  • Which formats have benefited the most from stockpiling and enforced home seclusion?
  • How will the wider economic impact of COVID-19 shape the retail landscape in the future?
  • Where is future growth expected to be most dynamic?

Retailing in Lithuania

EXECUTIVE SUMMARY

COVID-19 impact on retailing
COVID-19 country impact
Economy-priced brands see fastest growth across retailing
Health and wellness trend gains momentum in modern grocery retail and apparel and footwear specialist retail
What next for retailing?

OPERATING ENVIRONMENT

Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type 2019
Physical retail landscape
Cash and carry
Table 1 Cash and Carry Sales: Value 2015-2020
Seasonality
Christmas Easter
Payments and delivery
Emerging business models

MARKET DATA

Table 2 Sales in Retailing by Store-based vs Non-Store: Value 2015-2020 Table 3 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2015-2020 Table 4 Sales in Store-Based Retailing by Channel: Value 2015-2020 Table 5 Sales in Store-Based Retailing by Channel: % Value Growth 2015-2020 Table 6 Store-Based Retailing Outlets by Channel: Units 2015-2020 Table 7 Store-Based Retailing Outlets by Channel: % Unit Growth 2015-2020 Table 8 Sales in Non-Store Retailing by Channel: Value 2015-2020 Table 9 Sales in Non-Store Retailing by Channel: % Value Growth 2015-2020 Table 10 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2015-2020 Table 11 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 12 Sales in Non-Grocery Specialists by Channel: Value 2015-2020 Table 13 Sales in Non-Grocery Specialists by Channel: % Value Growth 2015-2020 Table 14 Non-Grocery Specialists Outlets by Channel: Units 2015-2020 Table 15 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2015-2020 Table 16 Retailing GBO Company Shares: % Value 2016-2020 Table 17 Retailing GBN Brand Shares: % Value 2017-2020 Table 18 Store-based Retailing GBO Company Shares: % Value 2016-2020 Table 19 Store-based Retailing GBN Brand Shares: % Value 2017-2020 Table 20 Store-based Retailing LBN Brand Shares: Outlets 2017-2020 Table 21 Non-Store Retailing GBO Company Shares: % Value 2016-2020 Table 22 Non-Store Retailing GBN Brand Shares: % Value 2017-2020 Table 23 Non-Grocery Specialists GBO Company Shares: % Value 2016-2020 Table 24 Non-Grocery Specialists GBN Brand Shares: % Value 2017-2020 Table 25 Non-Grocery Specialists LBN Brand Shares: Outlets 2017-2020 Table 26 Non-Grocery Specialists LBN Brand Shares: Selling Space 2017-2020 Table 27 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2020-2025 Table 28 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2020-2025 Table 29 Forecast Sales in Store-Based Retailing by Channel: Value 2020-2025 Table 30 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2020-2025 Table 31 Forecast Store-Based Retailing Outlets by Channel: Units 2020-2025 Table 32 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2020-2025 Table 33 Forecast Sales in Non-Store Retailing by Channel: Value 2020-2025 Table 34 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2020-2025 Table 35 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 36 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025 Table 37 Forecast Sales in Non-Grocery Specialists by Channel: Value 2020-2025 Table 38 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2020-2025 Table 39 Forecast Non-Grocery Specialists Outlets by Channel: Units 2020-2025 Table 40 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2020-2025

DISCLAIMER

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

SOURCES

Summary 2 Research Sources

Modern Grocery Retailers in Lithuania

KEY DATA FINDINGS

2020 IMPACT

Economic uncertainty leads more consumers to shop at discounters in 2020
Preference for smaller-format modern grocery retailers drives rapid development of convenience stores
Maxima LT UAB retains its significant lead, benefiting from a wide range of stores in multiple formats, with a strong consumer reputation

RECOVERY AND OPPORTUNITIES

Although gaining popularity, food and drink e-commerce remains unprofitable in Lithuania
The rise of self-service check-outs aligns to consumers demand for increased convenience and time-efficiency
Players respond to consumers increasing demands for eco-friendly options, reducing their use of plastic and offering environmentally friendly food

CHANNEL DATA

Table 41 Modern Grocery Retailers: Value Sales, Outlets and Selling Space 2015-2020 Table 42 Modern Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 43 Sales in Modern Grocery Retailers by Channel: Value 2015-2020 Table 44 Sales in Modern Grocery Retailers by Channel: % Value Growth 2015-2020 Table 45 Modern Grocery Retailers Outlets by Channel: Units 2015-2020 Table 46 Modern Grocery Retailers Outlets by Channel: % Unit Growth 2015-2020 Table 47 Modern Grocery Retailers GBO Company Shares: % Value 2016-2020 Table 48 Modern Grocery Retailers GBN Brand Shares: % Value 2017-2020 Table 49 Modern Grocery Retailers LBN Brand Shares: Outlets 2017-2020 Table 50 Modern Grocery Retailers LBN Brand Shares: Selling Space 2017-2020 Table 51 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 52 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025 Table 53 Forecast Sales in Modern Grocery Retailers by Channel: Value 2020-2025 Table 54 Forecast Sales in Modern Grocery Retailers by Channel: % Value Growth 2020-2025 Table 55 Forecast Modern Grocery Retailers Outlets by Channel: Units 2020-2025 Table 56 Forecast Modern Grocery Retailers Outlets by Channel: % Unit Growth 2020-2025

Traditional Grocery Retailers in Lithuania

KEY DATA FINDINGS

2020 IMPACT

Traditional grocery retailers continue to struggle to compete against the low prices and added convenience offered by modern grocery retailers
Traditional grocery retailers continue to face harsh competition from modern grocery retailers
Gelsva UAB retains its lead in 2020, benefiting from a high number of stores, offering an extensive product range at affordable prices

RECOVERY AND OPPORTUNITIES

E-commerce a promising avenue for traditional grocery retailers
Traditional grocery retailers compete by focusing on their points of difference, offering specialised items and a personal service
Food culture may boost sales from traditional grocery retailers, who focus on quality above low prices

CHANNEL DATA

Table 57 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space 2015-2020 Table 58 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 59 Traditional Grocery Retailers GBO Company Shares: % Value 2016-2020 Table 60 Traditional Grocery Retailers GBN Brand Shares: % Value 2017-2020 Table 61 Traditional Grocery Retailers LBN Brand Shares: Outlets 2017-2020 Table 62 Traditional Grocery Retailers LBN Brand Shares: Selling Space 2017-2020 Table 63 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 64 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025

Apparel and Footwear Specialist Retailers in Lithuania

KEY DATA FINDINGS

2020 IMPACT

Income uncertainty negatively affects value sales of apparel and footwear specialist retailers
Temporary nature of apparel and footwear benefits economy-priced brands
Apranga APB retains its significant lead, offering a wider variety of brands attracting consumers with various income levels

RECOVERY AND OPPORTUNITIES

Full recovery to pre-pandemic revenue levels expected to occur by 2023
Major players invest in multichannel approaches to keep ahead of the competition
The increasing influence of the growing health and wellness trend boosts sales of sports footwear and apparel

CHANNEL DATA

Table 65 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space 2015-2020 Table 66 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 67 Apparel And Footwear Specialist Retailers GBO Company Shares: % Value 2016-2020 Table 68 Apparel And Footwear Specialist Retailers GBN Brand Shares: % Value 2017-2020 Table 69 Apparel And Footwear Specialist Retailers LBN Brand Shares: Outlets 2017-2020 Table 70 Apparel And Footwear Specialist Retailers LBN Brand Shares: Selling Space 2017-2020 Table 71 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 72 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025

Health and Beauty Specialist Retailers in Lithuania

KEY DATA FINDINGS

2020 IMPACT

Demand for hand sanitisers, masks and immune-boosting supplements boosts value sales of health and beauty specialist retailers in 2020
Chemists/pharmacies continue to dominate total value sales, benefiting from an image as being more trustworthy regarding personal health and care
Eurovaistine UAB leads health and beauty specialist retailers, benefiting from a wide number of outlets across the country

RECOVERY AND OPPORTUNITIES

Image-conscious consumers and the trend for self-medication will drive growth
2021 is anticipated to see a return to normal
Chemists/pharmacies are adapting to serve their two distinct consumer groups: senior citizens and younger, convenience-driven customers

CHANNEL DATA

Table 73 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space 2015-2020 Table 74 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 75 Sales in Health and Beauty Specialist Retailers by Channel: Value 2015-2020 Table 76 Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2015-2020 Table 77 Health and Beauty Specialist Retailers GBO Company Shares: % Value 2016-2020 Table 78 Health and Beauty Specialist Retailers GBN Brand Shares: % Value 2017-2020 Table 79 Health and Beauty Specialist Retailers LBN Brand Shares: Outlets 2017-2020 Table 80 Health and Beauty Specialist Retailers LBN Brand Shares: Selling Space 2017-2020 Table 81 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 82 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025 Table 83 Forecast Sales in Health and Beauty Specialist Retailers by Channel: Value 2020-2025 Table 84 Forecast Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2020-2025

Mixed Retailers in Lithuania

KEY DATA FINDINGS

2020 IMPACT

Mandated closure of variety stores negatively affects value sales of mixed retailers
Mixed retailers consists exclusively of variety stores, which benefit from low price points and a vast array of different products under one roof
Studio Moderna UAB retains its leading position, offering popular brand Top Shop to the landscape

RECOVERY AND OPPORTUNITIES

Full recovery to pre-pandemic revenue levels anticipated by 2023
Pigu UAB moves from e-commerce only, to creating brick-and-mortar variety stores
Varle.lt expands dynamically thanks to its e-commerce channel

CHANNEL DATA

Table 85 Mixed Retailers: Value Sales, Outlets and Selling Space 2015-2020 Table 86 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 87 Sales in Mixed Retailers by Channel: Value 2015-2020 Table 88 Sales in Mixed Retailers by Channel: % Value Growth 2015-2020 Table 89 Mixed Retailers Outlets by Channel: Units 2015-2020 Table 90 Mixed Retailers Outlets by Channel: % Unit Growth 2015-2020 Table 91 Mixed Retailers GBO Company Shares: % Value 2016-2020 Table 92 Mixed Retailers GBN Brand Shares: % Value 2017-2020 Table 93 Mixed Retailers LBN Brand Shares: Outlets 2017-2020 Table 94 Mixed Retailers LBN Brand Shares: Selling Space 2017-2020 Table 95 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 96 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025 Table 97 Forecast Sales in Mixed Retailers by Channel: Value 2020-2025 Table 98 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2020-2025 Table 99 Forecast Mixed Retailers Outlets by Channel: Units 2020-2025 Table 100 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2020-2025

Direct Selling in Lithuania

KEY DATA FINDINGS

2020 IMPACT

Digitalisation helps minimise the negative impact of COVID-19 on direct selling
The perception of direct selling becomes more positive, as the channel continues to record substantial growth
Amway Corp retains its lead of the landscape, benefiting from a long-standing presence and a loyal consumer base

RECOVERY AND OPPORTUNITIES

As direct sellers enhance their social media and e-commerce spaces, increasing demand is anticipated to follow over the forecast period
Beauty and personal care items continues to dominate direct selling; however, growth is threatened by the growing popularity of e-commerce
The lines are blurring between consumer health and beauty products, leading direct sellers to expand their portfolios and compete with both offerings

CHANNEL DATA

Table 101 Direct Selling by Category: Value 2015-2020 Table 102 Direct Selling by Category: % Value Growth 2015-2020 Table 103 Direct Selling GBO Company Shares: % Value 2016-2020 Table 104 Direct Selling GBN Brand Shares: % Value 2017-2020 Table 105 Direct Selling Forecasts by Category: Value 2020-2025 Table 106 Direct Selling Forecasts by Category: % Value Growth 2020-2025

E-Commerce in Lithuania

KEY DATA FINDINGS

2020 IMPACT

Mandated store closures lead to a surge in value sales through e-commerce
Apparel and footwear e-commerce leads value share within the channel, followed by consumer electronics, both of which offer well-known brands to the landscape
Third-party merchants – Amazon, AliExpress and eBay – take over leadership from Pigu.lt in 2020, thanks to their up-to-date offer of products

RECOVERY AND OPPORTUNITIES

Pigu.lt is set to expand its business by allowed third parties to sell their products on its e-commerce platform
Pandemic forces brands to reconsider their retailing approach
Chemist/pharmacies increase its presence in e-commerce, as new legislation allows prescription medication to be purchased online

CHANNEL DATA

Table 107 E-Commerce by Channel and Category: Value 2015-2020 Table 108 E-Commerce by Channel and Category: % Value Growth 2015-2020 Table 109 E-Commerce GBO Company Shares: % Value 2016-2020 Table 110 E-Commerce GBN Brand Shares: % Value 2017-2020 Table 111 Forecast E-Commerce by Channel and Category: Value 2020-2025 Table 112 Forecast E-Commerce by Channel and Category: % Value Growth 2020-2025

Mobile E-Commerce in Lithuania

KEY DATA FINDINGS

2020 IMPACT

Pandemic boosts value sales through mobile e-commerce as consumers seek to avoid crowded stores
Mobile apps increase in popularity, driven by the rise of convenience-driven consumers while aiding sales of mobile e-commerce
Pigu.lt is a technological leader, being one of the first to offer e-commerce complimented with mobile e-commerce and a mobile application

RECOVERY AND OPPORTUNITIES

Mobile e-commerce will benefit from the rise in smartphones, with consumers integrating smartphones into their daily routines, including shopping
Consumer trust in payments with mobile phone apps grows and users appreciate personalised offers and discounts
Purchases through the Barbora mobile app are growing

CHANNEL DATA

Table 113 Mobile E-Commerce: Value 2015-2020 Table 114 Mobile E-Commerce: % Value Growth 2015-2020 Table 115 Mobile E-Commerce Forecasts: Value 2020-2025 Table 116 Mobile E-Commerce Forecasts: % Value Growth 2020-2025
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This report originates from Passport, our Retailing research and analysis database.

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