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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Lithuania

Jun 2020

US$2,650

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Executive Summary

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COVID-19 impact on tissue and hygiene

In 2020, the market in Lithuania has experienced some spikes in demand for retail tissue, owing to fears of shortages as COVID-19 forces businesses to close. Stockpiling and panic-buying have bolstered volume demand for toilet paper especially but also for sanitary protection, nappies/diapers/pants and retail adult incontinence, with these being deemed essentials.

COVID-19 country impact

As of 12 May 2020, Lithuania had seen 50 deaths due to COVID-19 and 1,491 cases. The Lithuanian government introduced quarantine status for the 16-30 March period, which has since been extended several times and is currently set to end on 31 May.

Demand for adult incontinence on the rise as Lithuania ages

While Lithuania’s population decline was not good news for the market in general in 2019, hygiene categories of adult incontinence were benefiting from ongoing rises in the 65-years-and-over demographic. In all its available forms – AFH, Rx/reimbursement and most significantly retail – adult incontinence products in Lithuania registered sales growth in 2019 as consumer education continued to rise, with many more sufferers appreciating the convenience that these ranges provide in dealing with various levels of incontinence.

Domestic company Grigeo maintains leadership in undynamic landscape

In 2019, the competitive landscape within tissue and hygiene remained quite static, owing much to population decline, with no major changes happening. There was a good combination of global brands and private label available, and the only major local manufacturer Grigeo Grigiskes AB again led overall value sales.

Market set to bounce back from COVID-19 within a year, but depopulation challenges continue

COVID-19 is likely to plunge the Lithuanian economy into a contraction in real GDP terms in 2020. Most recovery in tissue and hygiene sales is therefore projected in 2021 when real GDP is predicted to return.

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Tissue and Hygiene Sample Report Tissue and Hygiene Sample Data

Overview

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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Tissue and Hygiene industry in Lithuania with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Tissue and Hygiene industry in Lithuania, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Lithuania for free:

The Tissue and Hygiene in Lithuania market research report includes:

Analysis of key supply-side and demand trends
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Tissue and Hygiene in Lithuania?
What are the major brands in Lithuania?
What are the most dynamic tissue and hygiene categories?
What are the major markets for tissue products sales?
What are the major markets for hygiene products sales?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

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

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Tissue and Hygiene in Lithuania

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Demand for adult incontinence on the rise as Lithuania ages

Domestic company Grigeo maintains leadership in undynamic landscape

Market set to bounce back from COVID-19 within a year, but depopulation challenges continue

MARKET INDICATORS

Table 1 Birth Rates 2014-2019
Table 2 Infant Population 2014-2019
Table 3 Female Population by Age 2014-2019
Table 4 Total Population by Age 2014-2019
Table 5 Households 2014-2019
Table 6 Forecast Infant Population 2019-2024
Table 7 Forecast Female Population by Age 2019-2024
Table 8 Forecast Total Population by Age 2019-2024
Table 9 Forecast Households 2019-2024

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2014-2019
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2015-2019
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2016-2019
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2014-2019
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2014-2019
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2019
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Sanitary Protection in Lithuania

HEADLINES

PRE-COVID-19 PERFORMANCE

Rising purchasing power influences consumption upgrade

International giant Procter & Gamble ranks first

Falling population keeping volume growth down

2020 AND BEYOND

COVID-19 impact

Affected products within sanitary protection

Recovery and opportunities

CATEGORY DATA

Table 19 Retail Sales of Sanitary Protection by Category: Value 2014-2019
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2014-2019
Table 21 NBO Company Shares of Retail Sanitary Protection: % Value 2015-2019
Table 22 LBN Brand Shares of Retail Sanitary Protection: % Value 2016-2019
Table 23 Forecast Retail Sales of Sanitary Protection by Category: Value 2019-2024
Table 24 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2019-2024

Nappies/Diapers/Pants in Lithuania

HEADLINES

PRE-COVID-19 PERFORMANCE

Stagnant birth rate and falling population keep sales on the slide

Multinational names dominate for now but competition is increasing

Lithuanians are having children later, some not at all

2020 AND BEYOND

COVID-19 impact

Affected products within nappies/diapers/pants

Recovery and opportunities

CATEGORY DATA

Table 25 Retail Sales of Nappies/Diapers/Pants by Category: Value 2014-2019
Table 26 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2014-2019
Table 27 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2015-2019
Table 28 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2016-2019
Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024

Retail Adult Incontinence in Lithuania

HEADLINES

PRE-COVID-19 PERFORMANCE

Healthy sales growth fuelled by ageing population and rising incomes

Tena dominates sales for Essity, while chemists/pharmacies is still the go-to channel

Quality overrides price in retail adult incontinence, limiting private label opportunities

2020 AND BEYOND

COVID-19 impact

Affected products within retail adult incontinence

Recovery and opportunities

CATEGORY DATA

Table 31 Sales of Retail Adult Incontinence by Category: Value 2014-2019
Table 32 Sales of Retail Adult Incontinence by Category: % Value Growth 2014-2019
Table 33 NBO Company Shares of Retail Adult Incontinence: % Value 2015-2019
Table 34 LBN Brand Shares of Retail Adult Incontinence: % Value 2016-2019
Table 35 Forecast Sales of Retail Adult Incontinence by Category: Value 2019-2024
Table 36 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024

Rx/Reimbursement Adult Incontinence in Lithuania

HEADLINES

PRE-COVID-19 PERFORMANCE

Redefinition of incontinence in healthcare system is a game-changer

Retail brands also lead the prescription channel, with innovation strengthening

More consumers begin to invest in products specific to their condition

2020 AND BEYOND

COVID-19 impact

Recovery and opportunities

CATEGORY DATA

Table 37 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2014-2019
Table 38 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2014-2019
Table 39 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2019-2024
Table 40 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2019-2024

Wipes in Lithuania

HEADLINES

PRE-COVID-19 PERFORMANCE

All purpose cleaning wipes sees rising demand while baby wipes shows its enduring appeal

Cross-category synergy supports the Pampers brand’s leadership in wipes

Niche personal wipes categories see positive developments

2020 AND BEYOND

COVID-19 impact

Affected products within wipes

Recovery and opportunities

CATEGORY DATA

Table 41 Retail Sales of Wipes by Category: Value 2014-2019
Table 42 Retail Sales of Wipes by Category: % Value Growth 2014-2019
Table 43 NBO Company Shares of Retail Wipes: % Value 2015-2019
Table 44 LBN Brand Shares of Retail Wipes: % Value 2016-2019
Table 45 Forecast Retail Sales of Wipes by Category: Value 2019-2024
Table 46 Forecast Retail Sales of Wipes by Category: % Value Growth 2019-2024

Retail Tissue in Lithuania

HEADLINES

PRE-COVID-19 PERFORMANCE

Category growth stalled by maturity and lack of NPD

Grigeo Grigiskes ranks highest in toilet paper, keeping it at the top of retail tissue

Considerable share for private label, which is increasingly premiumised

2020 AND BEYOND

COVID-19 impact

Affected products within retail tissue

Recovery and opportunities

CATEGORY DATA

Table 47 Retail Sales of Tissue by Category: Value 2014-2019
Table 48 Retail Sales of Tissue by Category: % Value Growth 2014-2019
Table 49 NBO Company Shares of Retail Tissue: % Value 2015-2019
Table 50 LBN Brand Shares of Retail Tissue: % Value 2016-2019
Table 51 Forecast Retail Sales of Tissue by Category: Value 2019-2024
Table 52 Forecast Retail Sales of Tissue by Category: % Value Growth 2019-2024

Away-From-Home Tissue and Hygiene in Lithuania

HEADLINES

PRE-COVID-19 PERFORMANCE

Higher consumer purchasing power and healthy tourism growth underpin sales rise

Grigeo has the local knowledge to succeed in AFH

Higher-end AFH paper tableware increasingly utilised for stand-out effect

2020 AND BEYOND

COVID-19 impact

Affected products within away-from-home tissue and hygiene

Recovery and opportunities

CATEGORY DATA

Table 53 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2014-2019
Table 54 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 55 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2014-2019
Table 56 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2019
Table 57 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
Table 58 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024

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Megatrends

Country Report

Tissue and Hygiene in Lithuania

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Demand for adult incontinence on the rise as Lithuania ages

Domestic company Grigeo maintains leadership in undynamic landscape

Market set to bounce back from COVID-19 within a year, but depopulation challenges continue

Samples

Overview

Why buy this report?

Samples: FAQs about samples

Want to find out more about this report?

Table of Contents

Tissue and Hygiene in Lithuania

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Demand for adult incontinence on the rise as Lithuania ages

Domestic company Grigeo maintains leadership in undynamic landscape

Market set to bounce back from COVID-19 within a year, but depopulation challenges continue

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Sanitary Protection in Lithuania

HEADLINES

PRE-COVID-19 PERFORMANCE

Rising purchasing power influences consumption upgrade

International giant Procter & Gamble ranks first

Falling population keeping volume growth down

2020 AND BEYOND

COVID-19 impact

Affected products within sanitary protection

Recovery and opportunities

CATEGORY DATA

Nappies/Diapers/Pants in Lithuania

HEADLINES

PRE-COVID-19 PERFORMANCE

Stagnant birth rate and falling population keep sales on the slide

Multinational names dominate for now but competition is increasing

Lithuanians are having children later, some not at all

2020 AND BEYOND

COVID-19 impact

Affected products within nappies/diapers/pants

Recovery and opportunities

CATEGORY DATA

Retail Adult Incontinence in Lithuania

HEADLINES

PRE-COVID-19 PERFORMANCE

Healthy sales growth fuelled by ageing population and rising incomes

Tena dominates sales for Essity, while chemists/pharmacies is still the go-to channel

Quality overrides price in retail adult incontinence, limiting private label opportunities

2020 AND BEYOND

COVID-19 impact

Affected products within retail adult incontinence

Recovery and opportunities

CATEGORY DATA

Rx/Reimbursement Adult Incontinence in Lithuania

HEADLINES

PRE-COVID-19 PERFORMANCE

Redefinition of incontinence in healthcare system is a game-changer

Retail brands also lead the prescription channel, with innovation strengthening

More consumers begin to invest in products specific to their condition

2020 AND BEYOND

COVID-19 impact

Recovery and opportunities

CATEGORY DATA

Wipes in Lithuania

HEADLINES

PRE-COVID-19 PERFORMANCE

All purpose cleaning wipes sees rising demand while baby wipes shows its enduring appeal

Cross-category synergy supports the Pampers brand’s leadership in wipes

Niche personal wipes categories see positive developments

2020 AND BEYOND