Surface Care in Lithuania

PROSPECTS

Consumers appreciate money- and storage-savings of multi-purpose cleaners

Multi-purpose cleaners remains the major category in surface care in Lithuania, although task-specific cleaners are seeing healthy growth rates. Consumers are familiar with multi-purpose cleaners, which are long-established in the country.

Higher purchasing power fosters take up of task-specific cleaners

Many task-specific cleaners are performing well in terms of sales growth. With increasingly hectic lifestyles, consumers are less willing to spend a lot of time on home cleaning, preferring products that ease their daily routines.

Potential harm to health and the environment heightens call for safer products

Lithuanian consumers are increasingly aware of the content and potential effects of the products they use in their everyday cleaning routines, with surface care no exception. This is fuelling the demand for eco-friendly products, which are perceived to be safer for consumers and less harmful for the environment.

COMPETITIVE LANDSCAPE

Reckitt Benckiser covers price segments and consumer needs to remain the leader

Reckitt Benckiser continued to lead a fragmented competitive landscape in retail value share terms in 2019, followed closely by Unilever Lietuva Distribucija. The leading player offers two major brands in surface care, Cillit and Dosia.

Global players use higher resources to gain edge through novelties and marketing

Global heavyweights lead surface care in Lithuania. In general, multinational companies offer good value for money products and invest in advertising and promotional campaigns to support their brands and products and remain competitive.

Local players enjoy success through good price-quality ratios and ecological variants

Lithuanian manufacturers are also successful in surface care. Koslita jumped from fourth to third in retail value share terms in 2019, while Higeja retained fifth place.

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