Tissue and Hygiene in Lithuania

May 2022
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Overview:

Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Lithuania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Away-From-Home Tissue and Hygiene
  • Retail Adult Incontinence
  • Nappies/Diapers/Pants
  • Sanitary Protection
  • Wipes
  • Retail Tissue
  • RX/Reimbursement Adult Incontinence

If you're in the Tissue and Hygiene industry in Lithuania, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Tissue and Hygiene in Lithuania report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Tissue and Hygiene in Lithuania?
  • Which are the leading brands in Tissue and Hygiene in Lithuania?
  • How are products distributed in Tissue and Hygiene in Lithuania?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
  • How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Tissue and Hygiene products?
  • Where is future growth expected to be most dynamic?
  • How important will sustainability and recycling be in generating future growth?

Tissue and Hygiene in Lithuania

EXECUTIVE SUMMARY

Tissue and hygiene in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for tissue and hygiene?

MARKET INDICATORS

Table 1 Birth Rates 2016-2021 Table 2 Infant Population 2016-2021 Table 3 Female Population by Age 2016-2021 Table 4 Total Population by Age 2016-2021 Table 5 Households 2016-2021 Table 6 Forecast Infant Population 2021-2026 Table 7 Forecast Female Population by Age 2021-2026 Table 8 Forecast Total Population by Age 2021-2026 Table 9 Forecast Households 2021-2026

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2016-2021 Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2016-2021 Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2017-2021 Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2018-2021 Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2016-2021 Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2016-2021 Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2021 Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2021-2026 Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2021-2026

DISCLAIMER

SOURCES

Summary 1 Research Sources

Sanitary Protection in Lithuania

KEY DATA FINDINGS

2021 DEVELOPMENTS

Volume growth on par with 2020, though price rises lead to increased value growth
No change in status quo in 2021
Consumers increasingly concerned about the environmental effects of disposable sanitary protection products

PROSPECTS AND OPPORTUNITIES

Moderate constant value growth over forecast period
Menstrual cups benefit from increasing concerns about environment
Modern grocery retailers and e-commerce continue to grow

CATEGORY DATA

Table 19 Retail Sales of Sanitary Protection by Category: Value 2016-2021 Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2016-2021 Table 21 NBO Company Shares of Retail Sanitary Protection: % Value 2017-2021 Table 22 LBN Brand Shares of Retail Sanitary Protection: % Value 2018-2021 Table 23 Forecast Retail Sales of Sanitary Protection by Category: Value 2021-2026 Table 24 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2021-2026

Nappies/Diapers/Pants in Lithuania

KEY DATA FINDINGS

2021 DEVELOPMENTS

Pandemic leads to fewer births
Convenience drives further growth in disposable pants in 2020
Bigger players gain further value share

PROSPECTS AND OPPORTUNITIES

Negative constant value growth over forecast period
Sustainability and e-commerce key factors over forecast period
Continuing shift to disposable pants

CATEGORY DATA

Table 25 Retail Sales of Nappies/Diapers/Pants by Category: Value 2016-2021 Table 26 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2016-2021 Table 27 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2017-2021 Table 28 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2018-2021 Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2021-2026 Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2021-2026

Retail Adult Incontinence in Lithuania

KEY DATA FINDINGS

2021 DEVELOPMENTS

Retail adult incontinence unaffected by pandemic
Essity retains dominant position in 2021
Players look for ways to minimise potential purchasing embarrassment

PROSPECTS AND OPPORTUNITIES

Sales to benefit from ageing population
E-commerce sales not set to increase significantly
Trading down behaviour possible

CATEGORY DATA

Table 31 Sales of Retail Adult Incontinence by Category: Value 2016-2021 Table 32 Sales of Retail Adult Incontinence by Category: % Value Growth 2016-2021 Table 33 NBO Company Shares of Retail Adult Incontinence: % Value 2017-2021 Table 34 LBN Brand Shares of Retail Adult Incontinence: % Value 2018-2021 Table 35 Forecast Sales of Retail Adult Incontinence by Category: Value 2021-2026 Table 36 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2021-2026

Rx/Reimbursement Adult Incontinence in Lithuania

KEY DATA FINDINGS

2021 DEVELOPMENTS

Rx/reimbursement adult incontinence unaffected by pandemic
Erosion of taboos and increasing consumer awareness benefit the product area
Government ups reimbursement

PROSPECTS AND OPPORTUNITIES

Current reimbursement system set to act as a barrier to growth
Rising inflation could dampen growth
Strong scope for growth given increasing elderly population

CATEGORY DATA

Table 37 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2016-2021 Table 38 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2016-2021 Table 39 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2021-2026 Table 40 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2021-2026

Wipes in Lithuania

KEY DATA FINDINGS

2021 DEVELOPMENTS

Positive and negatives from the pandemic
Procter & Gamble retains lead within a largely stable competitive landscape in 2021
Pandemic dampens volume growth of baby wipes

PROSPECTS AND OPPORTUNITIES

Moderate constant value growth over forecast period
Price is king over forecast period
Sustainability comes to the fore again over the forecast period

CATEGORY DATA

Table 41 Retail Sales of Wipes by Category: Value 2016-2021 Table 42 Retail Sales of Wipes by Category: % Value Growth 2016-2021 Table 43 NBO Company Shares of Retail Wipes: % Value 2017-2021 Table 44 LBN Brand Shares of Retail Wipes: % Value 2018-2021 Table 45 Forecast Retail Sales of Wipes by Category: Value 2021-2026 Table 46 Forecast Retail Sales of Wipes by Category: % Value Growth 2021-2026

Retail Tissue in Lithuania

KEY DATA FINDINGS

2021 DEVELOPMENTS

Lower volume growth in 2021
Grigeo Grigiskes maintains lead as private label players benefit from consumers’ demand for value for money in 2021
Toilet paper benefits from premiumisation

PROSPECTS AND OPPORTUNITIES

Healthy constant value growth over forecast period
Lidl well positioned to capture further value share
Changes in shopping behaviour due to pandemic continue into forecast period

CATEGORY DATA

Table 47 Retail Sales of Tissue by Category: Value 2016-2021 Table 48 Retail Sales of Tissue by Category: % Value Growth 2016-2021 Table 49 NBO Company Shares of Retail Tissue: % Value 2017-2021 Table 50 LBN Brand Shares of Retail Tissue: % Value 2018-2021 Table 51 Forecast Retail Sales of Tissue by Category: Value 2021-2026 Table 52 Forecast Retail Sales of Tissue by Category: % Value Growth 2021-2026

Away-From-Home Tissue and Hygiene in Lithuania

KEY DATA FINDINGS

2021 DEVELOPMENTS

Recovery begins in 2021
Sales of AFH adult incontinence remain steady
Grigeo Grigiskes in spotlight over pollution scandal

PROSPECTS AND OPPORTUNITIES

Moderate constant value growth, as society opens up
Increasing demand for away-from-home hygiene
Sustainability concerns dampen volume sales

CATEGORY DATA

Table 53 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2016-2021 Table 54 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2016-2021 Table 55 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2016-2021 Table 56 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2021 Table 57 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: Value 2021-2026 Table 58 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: % Value Growth 2021-2026
The following categories and subcategories are included:

Tissue and Hygiene

      • AFH Adult Incontinence
      • AFH Boxed Facial Tissues
        • AFH Napkins
        • AFH Tablecloths
      • AFH Paper Towels
      • AFH Toilet Paper
          • AFH Wipers through Business/Industry
          • AFH Wipers through Horeca
          • AFH Wipers through Hospitals/Healthcare
          • AFH Wipers through Public
        • Light Adult Incontinence
        • Moderate/Heavy Adult Incontinence
        • Disposable Pants
          • Junior Nappies/Diapers
          • New Born Nappies/Diapers
          • Standard Nappies/Diapers
        • Pantyliners
        • Tampons
            • Standard Towels with Wings
            • Standard Towels without Wings
            • Slim/Thin/Ultra-Thin Towels with Wings
            • Slim/Thin/Ultra-Thin Towels without Wings
        • Sanitary Protection Including Intimate Wipes
            • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
            • Wipes and Refills (Dry Electro-Static)
              • Cleaning Solution
              • Refill Wipes/Pads
            • Starter Kits/Trigger Device
            • All Purpose Cleaning Wipes
            • Furniture Polish Wipes
            • Toilet Care Wipes
            • Window/Glass Wipes
            • Other Impregnated Wipes
          • Starter Kits/Sweepers/Sticks (Excluding Wipes)
          • Wipes (Excluding Starter Kits/Sweepers/Sticks)
          • General Purpose Wipes
          • Intimate Wipes
          • Baby Wipes
            • Facial Cleansing Wipes
            • Deodorant Wipes
          • Moist Toilet Wipes
      • Paper Towels
        • Napkins
        • Tablecloths
        • Boxed Facial Tissues
        • Pocket Handkerchiefs
      • Toilet Paper
  • Rx/Reimbursement adult incontinence
        • Disposable Pants
          • Junior Nappies/Diapers
          • New Born Nappies/Diapers
          • Standard Nappies/Diapers
        • Pantyliners
        • Tampons
            • Standard Towels With Wings
            • Standard Towels Without Wings
            • Slim/Thin/Ultra-Thin Towels With Wings
            • Slim/Thin/Ultra-Thin Towels Without Wings
        • Sanitary Protection Including Intimate Wipes
            • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
            • Wipes and Refills (Dry Electro-Static)
              • Cleaning Solution
              • Refill Wipes/Pads
            • Starter Kits/Trigger Device
            • All Purpose Cleaning Wipes
            • Furniture Polish Wipes
            • Toilet Care Wipes
            • Window/Glass Wipes
            • Other Impregnated Wipes
          • General Purpose Wipes
          • Intimate Wipes
          • Baby Wipes
            • Facial Cleansing Wipes
            • Deodorant Wipes
          • Moist Toilet Wipes
          • AFH Napkins
          • Retail Napkins
          • AFH Tablecloths
          • Retail Tablecloths
          • AFH Boxed Facial Tissues
          • Retail Boxed Facial Tissues
        • Pocket Handkerchiefs
        • AFH Paper Towels
        • Retail Paper Towels
        • AFH Toilet Paper
        • Retail Toilet Paper
      • AFH Wipers

Tissue and Hygiene

This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.

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This report originates from Passport, our Tissue and Hygiene research and analysis database.

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