Surface Care in Lithuania

PROSPECTS

Multi-purpose cleaners continue to lead sales

Surface care in Lithuania is well-developed, offering a good balance of specific and multi-purpose cleaners. However, multi-purpose cleaners continue to lead overall sales.

Window and oven cleaners set to maintain their popularity

Besides multi-purpose cleaners, two other areas saw strong growth in 2018, window cleaners and oven cleaners. These areas are expected to continue to develop, with demand rising over the forecast period due to the nature of such products and the specific tasks they are designed for.

Eco-friendly products drive sales

Lithuanian consumers are becoming increasingly aware of the products they use in their everyday cleaning routines, with surface care proving no exception. This is fuelling demand for eco-friendly products, which are safe for consumers as well as the environment.

COMPETITIVE LANDSCAPE

Reckitt Benckiser continues to lead sales

Reckitt Benckiser remains the leading surface care player in Lithuania. The company offers two major brands in the area, Cillit and Dosia.

International companies drive sales

International players Unilever, Reckitt Benckiser and Colgate-Palmolive remain the leading players within surface care due to the popularity of their respective Cif/Jif, Cillit and Ajax brands. International companies offer good value for money products, running various advertising and promotional campaigns to support products and gain value share.

Domestic companies gaining sales share

Sales of domestic players are steadily increasing, with two local players, Koslita and Higeja, being among the top-five companies within surface care. Other smaller manufacturers are also visible, with domestic players offering smaller product portfolios in comparison to international companies, although the former enjoy strong consumer loyalty.

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