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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Lithuania

Apr 2019

US$2,650

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Executive Summary

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Demographic trends limit growth

Tissue and hygiene faces the challenge of maintaining value gains against a shrinking consumer base. As emigration rates rapidly increase and birth rates decline, the growth and development opportunities for tissue and hygiene remain quite limited, especially in demographically sensitive areas such as sanitary protection and nappies/diapers/pants.

Increasing health concerns

The consumer confidence index is rising in Lithuania, replacing the previous concerns of higher food prices with health and wellness being a key topic in 2018. A mixture of regional fusions, improving economic conditions and rising levels of education were the main reasons behind this development.

International players charactise tissue and hygiene

The Lithuanian tissue and hygiene market remained highly consolidated in 2018, with The Procter & Gamble Co, Essity and Kimberly-Clark Corp holding the leading positions in the more sophisticated categories, such as nappies/diapers/pants and sanitary protection. Nevertheless, the domestic player, Grigeo Grigiskes, continued to lead the important category of toilet paper and tissue and hygiene overall.

Changing shopping habits

Smaller retailing formats were traditionally more popular among Lithuanians. In the past, Lithuania was a predominantly rural country and, after regaining its independence from the Soviet Union, privatisation was allowed and opened opportunities for smaller businesses, with many small supermarkets and private stores rapidly emerging, shaping the shopping habits for a few generations.

Weak value growth expected

Value sales of tissue and hygiene are expected to record weak growth, as the positive economic context and growing purchasing power, together with increasing health concerns, will likely remain trends over the forecast period. However, negative demographic trends will likely continue to be the main barriers to development.

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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

Demographic trends limit growth

Increasing health concerns

International players charactise tissue and hygiene

Changing shopping habits

Weak value growth expected

MARKET INDICATORS

Table 1 Birth Rates 2013-2018
Table 2 Infant Population 2013-2018
Table 3 Female Population by Age 2013-2018
Table 4 Total Population by Age 2013-2018
Table 5 Households 2013-2018
Table 6 Forecast Infant Population 2018-2023
Table 7 Forecast Female Population by Age 2018-2023
Table 8 Forecast Total Population by Age 2018-2023
Table 9 Forecast Households 2018-2023

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Away-From-Home Tissue and Hygiene in Lithuania

HEADLINES

PROSPECTS

Strong economic development increases demand

Independent small restaurants fuel demand for exclusive paper products

Growing demand for luxury in horeca

COMPETITIVE LANDSCAPE

Local player remains competitive

CATEGORY DATA

Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2013-2018
Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 21 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2013-2018
Table 22 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2018
Table 23 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 24 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023

Nappies/Diapers/Pants in Lithuania

HEADLINES

PROSPECTS

Demographic changes drive sales down

Premiumisation takes over

Disposable pants takes share

COMPETITIVE LANDSCAPE

The search for innovation

Private label loses share

The Procter & Gamble Co gives up on advertising

CATEGORY DATA

Table 25 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 26 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 27 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 28 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

Retail Adult Incontinence in Lithuania

HEADLINES

PROSPECTS

Demographic changes maintain demand

Fewer taboos

Growing sales of light adult incontinence products

COMPETITIVE LANDSCAPE

Essity retains its strong position

Private label absent

Pharmacies leads sales

CATEGORY DATA

Table 31 Sales of Retail Adult Incontinence by Category: Value 2013-2018
Table 32 Sales of Retail Adult Incontinence by Category: % Value Growth 2013-2018
Table 33 NBO Company Shares of Retail Adult Incontinence: % Value 2014-2018
Table 34 LBN Brand Shares of Retail Adult Incontinence: % Value 2015-2018
Table 35 Forecast Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 36 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023

Retail Tissue in Lithuania

HEADLINES

PROSPECTS

Quality is less expensive

Premiumisation of private label

Inexpensive brands taking over

COMPETITIVE LANDSCAPE

Domestic player retains the lead

Grigeo Grigiskes drops coloured napkins

CATEGORY DATA

Table 37 Retail Sales of Tissue by Category: Value 2013-2018
Table 38 Retail Sales of Tissue by Category: % Value Growth 2013-2018
Table 39 NBO Company Shares of Retail Tissue: % Value 2014-2018
Table 40 LBN Brand Shares of Retail Tissue: % Value 2015-2018
Table 41 Forecast Retail Sales of Tissue by Category: Value 2018-2023
Table 42 Forecast Retail Sales of Tissue by Category: % Value Growth 2018-2023

Sanitary Protection in Lithuania

HEADLINES

PROSPECTS

Demographic changes slow sales

Growing demand for healthier products

The need for innovation

COMPETITIVE LANDSCAPE

Market consolidation

Opportunity for premium products

Internet retailing growth

CATEGORY DATA

Table 43 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 44 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 45 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 46 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 47 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 48 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Wipes in Lithuania

HEADLINES

PROSPECTS

Limited growth expected

Curiosity towards new products

Baby wipes used for multiple purposes

COMPETITIVE LANDSCAPE

Wipes led by international players

Private label set to develop

CATEGORY DATA

Table 49 Retail Sales of Wipes by Category: Value 2013-2018
Table 50 Retail Sales of Wipes by Category: % Value Growth 2013-2018
Table 51 NBO Company Shares of Retail Wipes: % Value 2014-2018
Table 52 LBN Brand Shares of Retail Wipes: % Value 2015-2018
Table 53 Forecast Retail Sales of Wipes by Category: Value 2018-2023
Table 54 Forecast Retail Sales of Wipes by Category: % Value Growth 2018-2023

Rx/Reimbursement Adult Incontinence in Lithuania

HEADLINES

PROSPECTS

Adult incontinence acknowledged as an illness

Changes in the law negatively impact volume sales

More products included in Rx/reimbursement

CATEGORY DATA

Table 55 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2013-2018
Table 56 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2013-2018
Table 57 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2018-2023
Table 58 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2018-2023

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Megatrends

Country Report

Tissue and Hygiene in Lithuania

New Report Guarantee

Executive Summary

New Report Guarantee

Demographic trends limit growth

Increasing health concerns

International players charactise tissue and hygiene

Changing shopping habits

Weak value growth expected

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

Demographic trends limit growth

Increasing health concerns

International players charactise tissue and hygiene

Changing shopping habits

Weak value growth expected

MARKET INDICATORS

MARKET DATA

SOURCES

Away-From-Home Tissue and Hygiene in Lithuania

HEADLINES

PROSPECTS

Strong economic development increases demand

Independent small restaurants fuel demand for exclusive paper products

Growing demand for luxury in horeca

COMPETITIVE LANDSCAPE

Local player remains competitive

CATEGORY DATA

Nappies/Diapers/Pants in Lithuania

HEADLINES

PROSPECTS

Demographic changes drive sales down

Premiumisation takes over

Disposable pants takes share

COMPETITIVE LANDSCAPE

The search for innovation

Private label loses share

The Procter & Gamble Co gives up on advertising

CATEGORY DATA

Retail Adult Incontinence in Lithuania

HEADLINES

PROSPECTS

Demographic changes maintain demand

Fewer taboos

Growing sales of light adult incontinence products

COMPETITIVE LANDSCAPE

Essity retains its strong position

Private label absent

Pharmacies leads sales

CATEGORY DATA

Retail Tissue in Lithuania

HEADLINES

PROSPECTS

Quality is less expensive

Premiumisation of private label

Inexpensive brands taking over

COMPETITIVE LANDSCAPE

Domestic player retains the lead

Grigeo Grigiskes drops coloured napkins

CATEGORY DATA

Sanitary Protection in Lithuania

HEADLINES

PROSPECTS

Demographic changes slow sales

Growing demand for healthier products

The need for innovation

COMPETITIVE LANDSCAPE

Market consolidation

Opportunity for premium products

Internet retailing growth

CATEGORY DATA

Wipes in Lithuania