Sweet Biscuits, Snack Bars and Fruit Snacks in Lithuania

PROSPECTS

Health and wellness trend has a dual impact on the category

Due to the impact of the global health and wellness trend in Lithuania, traditional sugar-laden indulgence products such as sweet biscuits are losing ground to healthier alternatives, for example dried fruit, fruit and nut bars and processed fruit snacks. However, the category as a whole is not changing significantly.

Fruit and nut options in demand despite price

With the Lithuanian economy recording steady growth over the review period, price became less of a priority for some consumers. Together with demand for healthier indulgence products, the combination of these two factors favoured the growth of upper mid-priced and premium products.

Sweet biscuits remains the dominant category

Despite the significant growth of healthier snacks, sweet biscuits remained the dominant category in both volume and value terms, with this position unlikely to be threatened over the forecast period. Sweet biscuits are perceived as “real” indulgence products by consumers.

COMPETITIVE LANDSCAPE

Sweet biscuit producers lead the category

Manufacturers of sweet biscuits, such as Mondelez Baltic and Laima, continued to lead sweet biscuits, snack bars and fruit snacks in 2018. Their flagship brands, such as Selga, Belvita and Milka, are very well-known to local consumers and benefit from strong marketing support.

Local manufacturer Arimex leads dried fruit

Arimex remained the leading player in dried fruit in Lithuania in 2018. The company has a strong footprint historically, offering good value-for-money products.

Private label products are visible

Private label products were visible in the Lithuanian market in 2018. Traditionally, private label is quite strong in sweet biscuits, offering a wide range of products in various price segments, for example Maxima’s Favorit biscuits are positioned in the economy segment and Rimi’s product line in the upper mid-priced band.

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