Tissue and Hygiene in Lithuania

Tissue and Hygiene in Lithuania

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Company response

Retailing shift

What next for tissue and hygiene?

MARKET INDICATORS

Table 1 Birth Rates 2015-2020
Table 2 Infant Population 2015-2020
Table 3 Female Population by Age 2015-2020
Table 4 Total Population by Age 2015-2020
Table 5 Households 2015-2020
Table 6 Forecast Infant Population 2020-2025
Table 7 Forecast Female Population by Age 2020-2025
Table 8 Forecast Total Population by Age 2020-2025
Table 9 Forecast Households 2020-2025

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2015-2020
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2016-2020
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2017-2020
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2015-2020
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2015-2020
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2020
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2020-2025
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Sanitary Protection in Lithuania

KEY DATA FINDINGS

2020 IMPACT

COVID-19 has little impact on established trends in sanitary protection in 2020 as consumers continue to shift away from towels

Slower growth for tampons as consumers spend more time at home in 2020

Strong growth for e-commerce at expense of supermarkets and hypermarkets in 2020

RECOVERY AND OPPORTUNITIES

Pantyliners and ultra-thin towels offer best growth and development prospects

Natural ingredients and sustainable packaging set for increased prominence within sanitary protection

Tampons set to return to growth amid ongoing health debate and competition from menstrual cups

CATEGORY DATA

Table 19 Retail Sales of Sanitary Protection by Category: Value 2015-2020
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2015-2020
Table 21 NBO Company Shares of Retail Sanitary Protection: % Value 2016-2020
Table 22 LBN Brand Shares of Retail Sanitary Protection: % Value 2017-2020
Table 23 Forecast Retail Sales of Sanitary Protection by Category: Value 2020-2025
Table 24 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2020-2025

Nappies/Diapers/Pants in Lithuania

KEY DATA FINDINGS

2020 IMPACT

Value sales impacted by lower unit price growth and a steady shift towards private label products in 2020

Convenience drives further growth in disposable pants in 2020

Growth for e-commerce and private label as COVID-19 and price sensitivity drive purchasing decisions in 2020

RECOVERY AND OPPORTUNITIES

Declining birth rate poses a challenge for retail value and volume growth

Growth expected for sustainable and environmentally friendly products

Further opportunities for private label players

CATEGORY DATA

Table 25 Retail Sales of Nappies/Diapers/Pants by Category: Value 2015-2020
Table 26 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2015-2020
Table 27 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2016-2020
Table 28 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2017-2020
Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2020-2025
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2020-2025

Retail Adult Incontinence in Lithuania

KEY DATA FINDINGS

2020 IMPACT

Increase in population aged 65+ drives growth as more people seek medical attention for incontinence in 2020

Incontinence revealed to be a symptom of infection for a large proportion of women in 2020

Essity retains dominant position as private label players continue to shun category in 2020

RECOVERY AND OPPORTUNITIES

Retail adult incontinence offers significant untapped potential over the forecast period

Further growth for e-commerce, boosted by availability of wider product range

Leading brand Tena set to face increasing competition from lower-priced rivals

CATEGORY DATA

Table 31 Sales of Retail Adult Incontinence by Category: Value 2015-2020
Table 32 Sales of Retail Adult Incontinence by Category: % Value Growth 2015-2020
Table 33 NBO Company Shares of Retail Adult Incontinence: % Value 2016-2020
Table 34 LBN Brand Shares of Retail Adult Incontinence: % Value 2017-2020
Table 35 Forecast Sales of Retail Adult Incontinence by Category: Value 2020-2025
Table 36 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2020-2025

Rx/Reimbursement Adult Incontinence in Lithuania

KEY DATA FINDINGS

2020 IMPACT

Population ageing remains key driver for Rx/reimbursement adult incontinence in 2020

Heavy rainfall leads to temporary outage of reimbursement register in 2020

RECOVERY AND OPPORTUNITIES

Current reimbursement system set to act as a barrier to growth

Increasing older population and willingness to seek medical help set to counter ongoing stigma of adult incontinence

CATEGORY DATA

Table 37 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2015-2020
Table 38 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2015-2020
Table 39 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2020-2025
Table 40 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2020-2025

Wipes in Lithuania

KEY DATA FINDINGS

2020 IMPACT

Mixed fortunes for personal wipes in 2020 with greater focus on personal hygiene but reduced demand for cosmetic and on-the-go wipes

Convenience and superior cleaning performance drive sales of all purpose cleaning wipes in 2020

Procter & Gamble retains lead within a largely stable competitive landscape in 2020

RECOVERY AND OPPORTUNITIES

Continued focus on hygiene set to maintain demand for wipes

Hygiene and comfort set to drive higher growth for moist toilet wipes

Environmental and sustainability concerns to prompt development of organic disinfecting wipes

CATEGORY DATA

Table 41 Retail Sales of Wipes by Category: Value 2015-2020
Table 42 Retail Sales of Wipes by Category: % Value Growth 2015-2020
Table 43 NBO Company Shares of Retail Wipes: % Value 2016-2020
Table 44 LBN Brand Shares of Retail Wipes: % Value 2017-2020
Table 45 Forecast Retail Sales of Wipes by Category: Value 2020-2025
Table 46 Forecast Retail Sales of Wipes by Category: % Value Growth 2020-2025

Retail Tissue in Lithuania

KEY DATA FINDINGS

2020 IMPACT

Stockpiling and increased time at home drive stronger demand for retail tissue products in 2020

Premiumisation remains a key driver in toilet paper despite focus on volume purchases in 2020

Grigeo Grigiskes maintains lead as private label players benefit from consumers’ demand for value for money in 2020

RECOVERY AND OPPORTUNITIES

Demand set to normalise in most areas as toilet paper drives growth over the forecast period

Lidl well positioned to capture further value share

Fallout from pollution scandal threatens growth prospects for Grigeo Grigiskes

CATEGORY DATA

Table 47 Retail Sales of Tissue by Category: Value 2015-2020
Table 48 Retail Sales of Tissue by Category: % Value Growth 2015-2020
Table 49 NBO Company Shares of Retail Tissue: % Value 2016-2020
Table 50 LBN Brand Shares of Retail Tissue: % Value 2017-2020
Table 51 Forecast Retail Sales of Tissue by Category: Value 2020-2025
Table 52 Forecast Retail Sales of Tissue by Category: % Value Growth 2020-2025

Away-From-Home Tissue and Hygiene in Lithuania

KEY DATA FINDINGS

2020 IMPACT

Sharp fall in demand for AFH tissue due to closure of horeca venues and COVID-19 stay-at-home measures in 2020

Greater demand from hospitals drives growth in AFH hygiene in 2020

Local player Grigeo Grigiskes remains a leading name in AFH tissue and hygiene in 2020

RECOVERY AND OPPORTUNITIES

Slow recovery in demand for AFH tissue in horeca settings

Non-horeca settings optimistic of a return to normal over summer 2021

Tena set to remain leading brand in AFH hygiene

CATEGORY DATA

Table 53 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2015-2020
Table 54 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 55 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2015-2020
Table 56 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2020
Table 57 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: Value 2020-2025
Table 58 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: % Value Growth 2020-2025

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