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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Lithuania

Apr 2018

US$2,650

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Executive Summary

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High level of saturation in key areas

Tissue and hygiene in Lithuania is already fairly saturated when it comes to key areas such as toilet paper, sanitary protection and nappies/diapers/pants. As a result, these common usage products now have rather limited scope for further development in volume terms.

Growing demographic concerns

Demographic trends remained a key factor in tissue and hygiene in 2017. Within saturated areas with a direct correlation between the number of consumers and product units used, such as sanitary protection or nappies/diapers/pants, a stagnating or decreasing population results in declining volume sales, while leaving some scope for value growth via innovation and the introduction of more sophisticated products.

Sales remain concentrated

Tissue and hygiene is a highly consolidated area, with major international heavyweights such as Procter & Gamble, Essity and Kimberly-Clark accounting for significant sales share, along with local player Grigeo Grigiskes. In addition, private label ranges also account for a substantial share of sales, especially within less sophisticated areas such as toilet paper and facial tissues.

Modern and internet retailers performing strongly

Modern retailers, led by major retail chains in Lithuania, is the most important channel for tissue and hygiene distribution. With major retail chains taking over the Lithuanian retail landscape, the wide assortment of various products and flexible pricing policy lets retailers such as Maxima, Rimi, Iki, Norfa and Lidl shape trends within tissue and hygiene.

Moderate, rather than booming, growth

Value sales within tissue and hygiene are expected to grow at a modest pace over the coming years. As a result of concerning demographic trends, the consumer base for many tissue and hygiene products such as nappies/diapers/pants and sanitary protection will continue to shrink.

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Samples

Tissue and Hygiene Sample Report Tissue and Hygiene Sample Data

Overview

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.

Samples: FAQs about samples

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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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Rx/Reimbursement Adult Incontinence in Lithuania

CATEGORY DATA

Table 1 Sales of Rx/Reimbursement Adult Incontinence: MSP Value 2012-2017
Table 2 Sales of Rx/Reimbursement Adult Incontinence: MSP Value Growth 2012-2017
Table 3 Forecast Sales of Rx/Reimbursement Adult Incontinence: MSP Value 2017-2022
Table 4 Forecast Sales of Rx/Reimbursement Adult Incontinence: MSP Value Growth 2017-2022

Tissue and Hygiene in Lithuania

EXECUTIVE SUMMARY

High level of saturation in key areas

Growing demographic concerns

Sales remain concentrated

Modern and internet retailers performing strongly

Moderate, rather than booming, growth

MARKET INDICATORS

Table 5 Birth Rates 2012-2017
Table 6 Infant Population 2012-2017
Table 7 Female Population by Age 2012-2017
Table 8 Total Population by Age 2012-2017
Table 9 Households 2012-2017
Table 10 Forecast Infant Population 2017-2022
Table 11 Forecast Female Population by Age 2017-2022
Table 12 Forecast Total Population by Age 2017-2022
Table 13 Forecast Households 2017-2022

MARKET DATA

Table 14 Retail Sales of Tissue and Hygiene by Category: Value 2012-2017
Table 15 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2012-2017
Table 16 NBO Company Shares of Retail Tissue and Hygiene: % Value 2013-2017
Table 17 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2014-2017
Table 18 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2012-2017
Table 19 Distribution of Retail Tissue and Hygiene by Format: % Value 2012-2017
Table 20 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2017
Table 21 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2017-2022
Table 22 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Away-From-Home Tissue and Hygiene in Lithuania

HEADLINES

PROSPECTS

Growing economy positively impacts sales

Private clinics fuelling AFH adult incontinence growth

Demand for luxury fuels growth

COMPETITIVE LANDSCAPE

Contracts subject to strict public sector tender regulations

Sole local competitive player

Other AFH areas dominated by international players

CATEGORY DATA

Table 23 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2012-2017
Table 24 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2012-2017
Table 25 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2012-2017
Table 26 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2017
Table 27 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: Value 2017-2022
Table 28 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: % Value Growth 2017-2022

Nappies/Diapers/Pants in Lithuania

HEADLINES

PROSPECTS

Rising sales share for pants

Demographic trends remain key

Limited growth expected over forecast period

COMPETITIVE LANDSCAPE

High level of consolidation

Libero withdraws

Private label reaches share limit

CATEGORY DATA

Table 29 Retail Sales of Nappies/Diapers/Pants by Category: Value 2012-2017
Table 30 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2012-2017
Table 31 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2013-2017
Table 32 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2014-2017
Table 33 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2017-2022
Table 34 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2017-2022

Retail Tissue in Lithuania

HEADLINES

PROSPECTS

Paper towels not yet common in many households

Paper tableware growing but to remain smallest retail tissue area

Toilet paper saturated and hampered by price wars

COMPETITIVE LANDSCAPE

Strong competition among branded products

Good potential for private label

Retailer value share to continue growing

CATEGORY DATA

Table 35 Retail Sales of Tissue by Category: Value 2012-2017
Table 36 Retail Sales of Tissue by Category: % Value Growth 2012-2017
Table 37 NBO Company Shares of Retail Tissue: % Value 2013-2017
Table 38 LBN Brand Shares of Retail Tissue: % Value 2014-2017
Table 39 Forecast Retail Sales of Tissue by Category: Value 2017-2022
Table 40 Forecast Retail Sales of Tissue by Category: % Value Growth 2017-2022

Sanitary Protection in Lithuania

HEADLINES

PROSPECTS

Demographic trends put sales on hold

Shift towards more expensive products

Demand for additional products

COMPETITIVE LANDSCAPE

High level of consolidation

Private label operators continue to struggle

Preference for higher quality international brands

CATEGORY DATA

Table 41 Retail Sales of Sanitary Protection by Category: Value 2012-2017
Table 42 Retail Sales of Sanitary Protection by Category: % Value Growth 2012-2017
Table 43 NBO Company Shares of Retail Sanitary Protection: % Value 2013-2017
Table 44 LBN Brand Shares of Retail Sanitary Protection: % Value 2014-2017
Table 45 Forecast Retail Sales of Sanitary Protection by Category: Value 2017-2022
Table 46 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2017-2022

Wipes in Lithuania

HEADLINES

PROSPECTS

Lifestyle trends impact demand for wipes

Specific wipes for different purposes

Home care wipes remain niche

COMPETITIVE LANDSCAPE

Baby wipes continue to lead sales

International players continue to lead sales

Growing private label visibility

CATEGORY DATA

Table 47 Retail Sales of Wipes by Category: Value 2012-2017
Table 48 Retail Sales of Wipes by Category: % Value Growth 2012-2017
Table 49 NBO Company Shares of Retail Wipes: % Value 2013-2017
Table 50 LBN Brand Shares of Retail Wipes: % Value 2014-2017
Table 51 Forecast Retail Sales of Wipes by Category: Value 2017-2022
Table 52 Forecast Retail Sales of Wipes by Category: % Value Growth 2017-2022

Retail Adult Incontinence in Lithuania

HEADLINES

PROSPECTS

Demographic trends boost adult incontinence sales

Changes in approach boosts sales

Moderate and heavy adult incontinence growing in popularity

COMPETITIVE LANDSCAPE

Consolidated sales

Global players continue to dominate

Private label sales remain negligible

CATEGORY DATA

Table 53 Sales of Retail Adult Incontinence by Category: Value 2012-2017
Table 54 Sales of Retail Adult Incontinence by Category: % Value Growth 2012-2017
Table 55 NBO Company Shares of Retail Adult Incontinence: % Value 2013-2017
Table 56 LBN Brand Shares of Retail Adult Incontinence: % Value 2014-2017
Table 57 Forecast Sales of Retail Adult Incontinence by Category: Value 2017-2022
Table 58 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2017-2022

Rx/Reimbursement Adult Incontinence in Lithuania

HEADLINES

PROSPECTS

Rx/reimbursement sales remain limited

Similar breakdown to retail sales

Consumers to continue preferring heavy and moderate products

CATEGORY DATA

Table 59 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2012-2017
Table 60 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2012-2017
Table 61 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2017-2022
Table 62 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2017-2022

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Megatrends

Country Report

Tissue and Hygiene in Lithuania

New Report Guarantee

Executive Summary

New Report Guarantee

High level of saturation in key areas

Growing demographic concerns

Sales remain concentrated

Modern and internet retailers performing strongly

Moderate, rather than booming, growth

Samples

Overview

Why buy this report?

Samples: FAQs about samples

Want to find out more about this report?

Table of Contents

Rx/Reimbursement Adult Incontinence in Lithuania

CATEGORY DATA

Tissue and Hygiene in Lithuania

EXECUTIVE SUMMARY

High level of saturation in key areas

Growing demographic concerns

Sales remain concentrated

Modern and internet retailers performing strongly

Moderate, rather than booming, growth

MARKET INDICATORS

MARKET DATA

SOURCES

Away-From-Home Tissue and Hygiene in Lithuania

HEADLINES

PROSPECTS

Growing economy positively impacts sales

Private clinics fuelling AFH adult incontinence growth

Demand for luxury fuels growth

COMPETITIVE LANDSCAPE

Contracts subject to strict public sector tender regulations

Sole local competitive player

Other AFH areas dominated by international players

CATEGORY DATA

Nappies/Diapers/Pants in Lithuania

HEADLINES

PROSPECTS

Rising sales share for pants

Demographic trends remain key

Limited growth expected over forecast period

COMPETITIVE LANDSCAPE

High level of consolidation

Libero withdraws

Private label reaches share limit

CATEGORY DATA

Retail Tissue in Lithuania

HEADLINES

PROSPECTS

Paper towels not yet common in many households

Paper tableware growing but to remain smallest retail tissue area

Toilet paper saturated and hampered by price wars

COMPETITIVE LANDSCAPE

Strong competition among branded products

Good potential for private label

Retailer value share to continue growing

CATEGORY DATA

Sanitary Protection in Lithuania

HEADLINES

PROSPECTS

Demographic trends put sales on hold

Shift towards more expensive products

Demand for additional products

COMPETITIVE LANDSCAPE

High level of consolidation

Private label operators continue to struggle

Preference for higher quality international brands

CATEGORY DATA

Wipes in Lithuania

HEADLINES

PROSPECTS

Lifestyle trends impact demand for wipes

Specific wipes for different purposes

Home care wipes remain niche

COMPETITIVE LANDSCAPE