Table of Content

Tissue and Hygiene in Lithuania
Euromonitor International
March 2021

List OF CONTENTS AND TABLES

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
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
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
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
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
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
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
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