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Retailing in Lithuania

April 2022
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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

Retailing in 2021: The big picture
Retailers invest in e-commerce capabilities to gain more customers in 2021
Delivery services sharpened in 2021
What next for retailing?
Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type 2021
Physical retail landscape
Cash and carry
Seasonality
Christmas
Easter
Payments
Delivery and collections
Emerging business models
Table 1 Sales in Retailing by Store-based vs Non-Store: Value 2016-2021
Table 2 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2016-2021
Table 3 Sales in Store-Based Retailing by Channel: Value 2016-2021
Table 4 Sales in Store-Based Retailing by Channel: % Value Growth 2016-2021
Table 5 Store-Based Retailing Outlets by Channel: Units 2016-2021
Table 6 Store-Based Retailing Outlets by Channel: % Unit Growth 2016-2021
Table 7 Sales in Non-Store Retailing by Channel: Value 2016-2021
Table 8 Sales in Non-Store Retailing by Channel: % Value Growth 2016-2021
Table 9 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2016-2021
Table 10 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 11 Sales in Non-Grocery Specialists by Channel: Value 2016-2021
Table 12 Sales in Non-Grocery Specialists by Channel: % Value Growth 2016-2021
Table 13 Non-Grocery Specialists Outlets by Channel: Units 2016-2021
Table 14 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2016-2021
Table 15 Retailing GBO Company Shares: % Value 2017-2021
Table 16 Retailing GBN Brand Shares: % Value 2018-2021
Table 17 Store-based Retailing GBO Company Shares: % Value 2017-2021
Table 18 Store-based Retailing GBN Brand Shares: % Value 2018-2021
Table 19 Store-based Retailing LBN Brand Shares: Outlets 2018-2021
Table 20 Non-Store Retailing GBO Company Shares: % Value 2017-2021
Table 21 Non-Store Retailing GBN Brand Shares: % Value 2018-2021
Table 22 Non-Grocery Specialists GBO Company Shares: % Value 2017-2021
Table 23 Non-Grocery Specialists GBN Brand Shares: % Value 2018-2021
Table 24 Non-Grocery Specialists LBN Brand Shares: Outlets 2018-2021
Table 25 Non-Grocery Specialists LBN Brand Shares: Selling Space 2018-2021
Table 26 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2021-2026
Table 27 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2021-2026
Table 28 Forecast Sales in Store-Based Retailing by Channel: Value 2021-2026
Table 29 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2021-2026
Table 30 Forecast Store-Based Retailing Outlets by Channel: Units 2021-2026
Table 31 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2021-2026
Table 32 Forecast Sales in Non-Store Retailing by Channel: Value 2021-2026
Table 33 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2021-2026
Table 34 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 35 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Table 36 Forecast Sales in Non-Grocery Specialists by Channel: Value 2021-2026
Table 37 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2021-2026
Table 38 Forecast Non-Grocery Specialists Outlets by Channel: Units 2021-2026
Table 39 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2021-2026

DISCLAIMER

Summary 2 Research Sources

Modern Grocery Retailers in Lithuania

KEY DATA FINDINGS

Consumers remain at home more often in 2021, benefiting modern grocery retailers
Hypermarkets re-enter positive sales ground in 2021
Lidl introduces novel ideas to grow its consumer base in 2021
Smaller format stores set to increase in popularity boosting sales in convenience stores during the forecast period
Self-checkout services likely to grow during the forecast period due to consumers demand for increased time-efficiency and convenience
Maxima to standardise store formats to increase profitability and consumer base
Table 40 Modern Grocery Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 41 Modern Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 42 Sales in Modern Grocery Retailers by Channel: Value 2016-2021
Table 43 Sales in Modern Grocery Retailers by Channel: % Value Growth 2016-2021
Table 44 Modern Grocery Retailers Outlets by Channel: Units 2016-2021
Table 45 Modern Grocery Retailers Outlets by Channel: % Unit Growth 2016-2021
Table 46 Modern Grocery Retailers GBO Company Shares: % Value 2017-2021
Table 47 Modern Grocery Retailers GBN Brand Shares: % Value 2018-2021
Table 48 Modern Grocery Retailers LBN Brand Shares: Outlets 2018-2021
Table 49 Modern Grocery Retailers LBN Brand Shares: Selling Space 2018-2021
Table 50 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 51 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Table 52 Forecast Sales in Modern Grocery Retailers by Channel: Value 2021-2026
Table 53 Forecast Sales in Modern Grocery Retailers by Channel: % Value Growth 2021-2026
Table 54 Forecast Modern Grocery Retailers Outlets by Channel: Units 2021-2026
Table 55 Forecast Modern Grocery Retailers Outlets by Channel: % Unit Growth 2021-2026

Traditional Grocery Retailers in Lithuania

KEY DATA FINDINGS

Sales rise thanks to not requiring COVID-19 passes in 2021
Drinks specialists’ popularity rise in 2021 as foodservices lag in recovery
Health and wellness trend boosts sales in traditional grocery retailers in 2021
Consumers likely to continue preferring modern to traditional grocery retailers during the forecast period
Traditional grocery retailers may benefit from product differentiation in the forecast period
E-commerce set to rise during the forecast period as traditional retailers modernise
Table 56 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 57 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 58 Traditional Grocery Retailers GBO Company Shares: % Value 2017-2021
Table 59 Traditional Grocery Retailers GBN Brand Shares: % Value 2018-2021
Table 60 Traditional Grocery Retailers LBN Brand Shares: Outlets 2018-2021
Table 61 Traditional Grocery Retailers LBN Brand Shares: Selling Space 2018-2021
Table 62 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 63 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

Apparel and Footwear Specialist Retailers in Lithuania

KEY DATA FINDINGS

Sales rise as consumers shop for apparel and footwear thanks to quarantine restrictions easing in 2021
Consumers adopt new shopping behaviour giving rise to e-commerce in 2021
Large new outlet centre with apparel and footwear specialist retailers opens in 2021
Sales will grow but e-commerce to benefit from hybrid working model during the forecast period
New technology set to boost sales in e-commerce during the forecast period
Physical stores likely to become display stores during the forecast period, cutting expenses
Table 64 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 65 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 66 Apparel And Footwear Specialist Retailers GBO Company Shares: % Value 2017-2021
Table 67 Apparel And Footwear Specialist Retailers GBN Brand Shares: % Value 2018-2021
Table 68 Apparel And Footwear Specialist Retailers LBN Brand Shares: Outlets 2018-2021
Table 69 Apparel And Footwear Specialist Retailers LBN Brand Shares: Selling Space 2018-2021
Table 70 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 71 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

Health and Beauty Specialist Retailers in Lithuania

KEY DATA FINDINGS

Beauty specialists benefit from relaxation of restrictions in 2021
Health related retailers see rise in demand as consumers return to normal lifestyles in 2021
Chemists/pharmacies continue to benefit from pandemic in 2021
Beauty retailers to benefit at the expense of pharmacies from new vaccination sites opening during the forecast period
Demand expected to remain while the pandemic lasts during the forecast period
Pharmacists becoming more important, likely leading to a rise in sales during the forecast period
Table 72 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 73 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 74 Sales in Health and Beauty Specialist Retailers by Channel: Value 2016-2021
Table 75 Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2016-2021
Table 76 Health and Beauty Specialist Retailers GBO Company Shares: % Value 2017-2021
Table 77 Health and Beauty Specialist Retailers GBN Brand Shares: % Value 2018-2021
Table 78 Health and Beauty Specialist Retailers LBN Brand Shares: Outlets 2018-2021
Table 79 Health and Beauty Specialist Retailers LBN Brand Shares: Selling Space 2018-2021
Table 80 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 81 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Table 82 Forecast Sales in Health and Beauty Specialist Retailers by Channel: Value 2021-2026
Table 83 Forecast Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2021-2026

Mixed Retailers in Lithuania

KEY DATA FINDINGS

Variety stores remain dominant in mixed retailing during 2021
Variety stores sales rise during 2021 due to being affordable
Variety stores the only mixed retailers and e-commerce expensive in 2021
Impulse shopping expected to increase over the forecast period
Variety stores likely to become display stores and pick-up points in the forecast period
More social events set to boost sales at variety stores over the forecast period
Table 84 Mixed Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 85 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 86 Sales in Mixed Retailers by Channel: Value 2016-2021
Table 87 Sales in Mixed Retailers by Channel: % Value Growth 2016-2021
Table 88 Mixed Retailers Outlets by Channel: Units 2016-2021
Table 89 Mixed Retailers Outlets by Channel: % Unit Growth 2016-2021
Table 90 Mixed Retailers GBO Company Shares: % Value 2017-2021
Table 91 Mixed Retailers GBN Brand Shares: % Value 2018-2021
Table 92 Mixed Retailers LBN Brand Shares: Outlets 2018-2021
Table 93 Mixed Retailers LBN Brand Shares: Selling Space 2018-2021
Table 94 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 95 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Table 96 Forecast Sales in Mixed Retailers by Channel: Value 2021-2026
Table 97 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2021-2026
Table 98 Forecast Mixed Retailers Outlets by Channel: Units 2021-2026
Table 99 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2021-2026

Direct Selling in Lithuania

KEY DATA FINDINGS

Sales slow thanks to consumers returning to physical stores in 2021
Direct selling’s shift to e-commerce services benefits sales in 2021
Demand for health and wellness products rise during 2021
Digitalisation set to support sales during the forecast period
Vendors must become more creative in online selling to remain competitive in the forecast period
Number of direct sellers set to rise in the forecast period, due to economic uncertainty
Table 100 Direct Selling by Category: Value 2016-2021
Table 101 Direct Selling by Category: % Value Growth 2016-2021
Table 102 Direct Selling GBO Company Shares: % Value 2017-2021
Table 103 Direct Selling GBN Brand Shares: % Value 2018-2021
Table 104 Direct Selling Forecasts by Category: Value 2021-2026
Table 105 Direct Selling Forecasts by Category: % Value Growth 2021-2026

E-Commerce (Goods) in Lithuania

KEY DATA FINDINGS

E-commerce continues to benefit from pandemic during 2021
Retailers start live streaming via social platforms, boosting e-commerce sales in 2021
More older people start using e-commerce during 2021
E-commerce sales likely to rise over the forecast period as more retailers adopt omnichannel business model
Competition set to increase as more international players enter Lithuania during the forecast period
Room for retailers’ e-commerce capabilities to expand over the forecast period
Table 106 E-Commerce (Goods) by Channel and Category: Value 2016-2021
Table 107 E-Commerce (Goods) by Channel and Category: % Value Growth 2016-2021
Table 108 E-Commerce (Goods) GBO Company Shares: % Value 2017-2021
Table 109 E-Commerce (Goods) GBN Brand Shares: % Value 2018-2021
Table 110 Forecast E-Commerce (Goods) by Channel and Category: Value 2021-2026
Table 111 Forecast E-Commerce (Goods) by Channel and Category: % Value Growth 2021-2026

Mobile E-Commerce (Goods) in Lithuania

KEY DATA FINDINGS

Mobile e-commerce continues to register exceptional sales growth in 2021
Social networks a strong connection point between consumers and mobile e-commerce in 2021
Mobile apps easily adaptable to advertise and communicate directly with consumers
5G technology set to benefit mobile e-commerce during the forecast period
Demand for convenience likely to boost even more sales over the forecast period
Mobile apps will increasingly be used for a variety of uses during the forecast period
Table 112 Mobile E-Commerce (Goods): Value 2016-2021
Table 113 Mobile E-Commerce (Goods): % Value Growth 2016-2021
Table 114 Mobile E-Commerce (Goods) Forecasts: Value 2021-2026
Table 115 Mobile E-Commerce (Goods) Forecasts: % Value Growth 2021-2026
The following categories and subcategories are included:

Retailing

      • Apparel and Footwear Specialist Retailers
      • Electronics and Appliance Specialist Retailers
        • Beauty Specialist Retailers
        • Chemists/Pharmacies
        • Optical Goods Stores
        • Drugstores/Parapharmacies
        • Vitamins and Dietary Supplements Specialist Retailers
        • Home Improvement and Gardening Stores
        • Homewares and Home Furnishing Stores
        • Bags and Luggage Specialist Retailers
        • Jewellery and Watch Specialist Retailers
        • Media Products Stores
        • Pet Shops and Superstores
        • Sports Goods Stores
        • Stationers/Office Supply Stores
        • Traditional Toys and Games Stores
      • Other Non-Grocery Specialists
      • Department Stores
      • Mass Merchandisers
      • Variety Stores
      • Warehouse Clubs
      • Luxury Apparel and Footwear Retailers
      • Luxury Bags and Luggage Specialist Retailers
      • Luxury Department Stores
      • Luxury Jewellery and Watch Retailers
      • Off-price Apparel and Footwear Specialist Retailer
      • Off-price Department Stores
      • Apparel and Footwear Direct Selling
      • Beauty and Personal Care Direct Selling
      • Consumer Electronics Direct Selling
      • Consumer Health Direct Selling
      • Consumer Appliances Direct Selling
      • Food and Drink Direct Selling
      • Home Care Direct Selling
      • Home Improvement and Gardening Direct Selling
      • Homewares and Home Furnishings Direct Selling
      • Media Products Direct Selling
      • Personal Accessories and Eyewear Direct Selling
      • Pet Care Direct Selling
      • Traditional Toys and Games Direct Selling
      • Video Games Hardware Direct Selling
      • Other Direct Selling
      • Apparel and Footwear Homeshopping
      • Beauty and Personal Care Homeshopping
      • Consumer Appliances Homeshopping
      • Consumer Electronics Homeshopping
      • Consumer Health Homeshopping
      • Food and Drink Homeshopping
      • Home Care Homeshopping
      • Home Improvement and Gardening Homeshopping
      • Homewares and Home Furnishings Homeshopping
      • Media Products Homeshopping
      • Personal Accessories and Eyewear Homeshopping
      • Pet Care Homeshopping
      • Traditional Toys and Games Homeshopping
      • Video Games Hardware Homeshopping
      • Other Homeshopping
      • Packaged Drinks Vending
      • Snacks Vending
      • Dairy Products and Alternatives Vending
      • Cooking Ingredients and Meals Vending
      • Staple Foods Vending
      • Personal Hygiene Vending
      • Tobacco Vending
      • Hot Drinks Vending
      • Traditional Toys and Games Vending
      • Other Products Vending
      • Mobile E-Commerce (Goods)
        • Foreign E-Commerce (Goods)
        • Domestic E-Commerce (Goods)
        • Apparel and Footwear E-Commerce
        • Beauty and Personal Care E-Commerce
        • Consumer Appliances E-Commerce
        • Consumer Electronics E-Commerce
        • Consumer Health E-Commerce
        • Food and Drink E-Commerce
        • Home Care E-Commerce
        • Home Improvement and Gardening E-Commerce
        • Homewares and Home Furnishings E-Commerce
        • Media Products E-Commerce
        • Personal Accessories and Eyewear E-Commerce
        • Pet Care E-Commerce
        • Traditional Toys and Games E-Commerce
        • Video Games Hardware E-Commerce
        • Other E-Commerce

Retailing

Sales of new and used goods to the general public for personal or household consumption. Excludes specialist retailers of motor vehicles, motorcycles, vehicle parts, fuel. Also excludes foodservice, rental and hire and wholesale industries (Cash and Carry). Sales value excluding or including VAT/Sales Tax. Retailing is the aggregation of Store-based retailing and Non-store retailing. Retailing excludes the informal retail sector. Informal retailing is retail trade which is not declared to the tax authorities. Informal retailing encompasses (a) sales generated by unregistered and unlicensed retailers, ie retailers operating illegally, and (b) any proportion of sales generated by a registered and licensed retailer which is not declared to the tax authorities. Unregistered and unlicensed retailers operate predominantly (although not exclusively) as street hawkers or operate open market stalls, as these channels are harder for the authorities to monitor than permanent outlets. Activities in the illegal market, which is usually understood to refer to trade in illegal, counterfeit or stolen merchandise, are included within our definition of informal retailing. Activities in the “grey market”, which is usually understood to refer to trade in legal merchandise that is sold through unauthorized channels – for example cigarettes bought legally in another country, legally imported, but sold at lower prices than in authorized channels – will be included as informal retailing if no tax is paid on sale by the retailer. However if the retailer pays tax – for example on cigarettes bought legally in another country but sold at a lower price than standard – the sale is included within formal retailing. In relation to click and collect purchases (i.e. where purchases are made over the internet but picked up at store) where the sales data is attributed depends on where the payment is made: If payment is made in store, then the sale is included in store-based sales. If payment is made over the internet, then the sale is included in internet retailing.

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This report originates from Passport, our Retailing research and analysis database.

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