Sun Care in Lithuania

PROSPECTS

The good summer of 2018 has a huge impact on sales

The summer of 2018 was recognised as one of the best during the last decade in Lithuania. Warm weather, which started at the end of the spring and continued until the early autumn, added at least a couple of months of sales of sun care products, making 2018 a very good year for the category.

Less seasonality due to the rise in tourism

The growing purchasing power of Lithuanians has added momentum to tourism in Lithuania. The climate in Lithuania is quite severe, with the cold period lasting for half the year, and often even longer.

Chemists/pharmacies participates in sun care

Although sun care is far from the most important beauty and personal care category, the general trend towards the chemists/pharmacies channel is also evident here. As the purchase of sun care products is very irregular amongst the majority of consumers, they tend to invest in the best available option, especially when it comes to baby sun care.

COMPETITIVE LANDSCAPE

The major leaders remain the same

L'Oréal Baltic and Nivea Polska were the major players in sun care in 2018. Products under the Garnier Ambre Solaire and Nivea Sun brands continue to be demanded by consumers, due to their good value for money ratio and strong brand reputation.

The private label offer remains low

Although far from being one of the most important categories for beauty and personal care retailers in Lithuania in 2018, private label products are present in sun care, notably the private label line Sun Ozon from the leading beauty specialist retailer Drogas. With sun care remaining more a side business for Lithuanian retailers, further new private label product development within sun care is unlikely due to the low level of potential sales.

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