Sun Care in Lithuania

PROSPECTS

Seasonality remains significant

Sun care remains a very unstable category in Lithuania, highly dependent on the weather. As Lithuanian weather patterns fluctuate with hot summers interchanging with cool summers, sun care is generally considered a side business by local players.

Growth of pharma sales

Although sun care is set to be far from the most important beauty and personal care category, the general trend towards the pharma channel is evident here as well. As the purchase of sun care products is carried out on a very irregular basis by the majority of consumers, they tend to invest in the best available option, especially when it comes to baby sun care.

Some potential hampered by tourism overseas

With the growth of purchasing power among Lithuanians, the popularity of holidays abroad grows. Destinations such as the Alps for skiing in winter and warm climate countries all year round spur sales of sun care.

COMPETITIVE LANDSCAPE

Leaders dominate the mass segment

L'Oréal Baltic SIA and Nivea Polska Sp zoo remain the leaders in Lithuanian sun care due to their long presence on the market and the well-known brands they offer. As a result, sales of Garnier Ambre Solaire and Nivea Sun comprised the majority of sun care sold in Lithuania in 2017.

Private label led by Drogas

Although far from being one of the most important categories for key beauty and personal care retailers in Lithuania in 2017, private label products are present in sun care, notably the private label Sun Ozon by the leading beauty specialist retailer Drogas.

Pharma channel offers widest product selection

With brick and mortar players considering sun care a possible side option to key lines of beauty and personal care products, the pharma channel has become the place with the best offer of sun care in Lithuania.

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