The travel restrictions during the pandemic have limited demand for sun care products in 2020. As Lithuania does not have a particularly warm or sunny climate, consumers tend to primarily use these products when travelling abroad.
Despite a rough year for the category, local player Margarita launched its own sun protection lotion in 2020. The product is enriched with carrot extract, produced locally, and claims to be suitable for adults and children three years or older.
Sales of baby and child-specific sun care were less affected by the pandemic than adult sun care, and in fact recorded the smallest declines of the category in 2020. This is because younger skin is more sensitive, and parents are willing to spend on higher-quality products to ensure the good health, safety, and comfort of their children.
When the COVID-19 pandemic has subsided in Lithuania, sun care sales are expected to return to solid, steady growth once again. With Lithuania’s climate becoming warmer in general and with summers becoming longer and hotter, demand for sun protection is set to continue climbing as the many Lithuanians with fair complexions will pay more attention to protecting their pale skin from sun damage.
Once self-isolation measures and travel restrictions are removed it is expected that self-tanning category will also bounce back. When consumers start spending more time out and about and socialising, they will be interested in maintaining a certain aesthetic, including showing healthy, glowing skin.
Value for money will remain key for consumers when choosing sun protection products in the coming years. As the necessity of this product has only recently entered consumer awareness, the quality of such products is likely to remain secondary to price, especially given that economic uncertainty is expected to linger for at least the early forecast period.
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Understand the latest market trends and future growth opportunities for the Sun 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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This report originates from Passport, our Sun Care research and analysis database.
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