Table of Content

Beauty and Personal Care in Lithuania
Euromonitor International
July 2020

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
COVID-19 impact on beauty and personal care
COVID-19 country impact
Industry players turn to natural products to spur demand in mature categories
The leading local player Biok Laboratorija poised for strong growth
Industry performance to hinge on the strength and pace of recovery from COVID-19
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2014-2019
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2014-2019
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2015-2019
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2015-2019
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2016-2019
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2014-2019
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2014-2019
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2019
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2019-2024
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2019-2024
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources
HEADLINES
PRE-COVID-19 PERFORMANCE
Premiumisation continues to put pressure on mass sales as consumers trade up
Mass brands look to men’s grooming to expand their consumer bases
Natural products continue to attract the attention of consumers
2020 AND BEYOND
COVID-19 impact
Affected products within mass beauty and personal care
Recovery and opportunities
CATEGORY DATA
Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2014-2019
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2014-2019
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2015-2019
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2016-2019
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2019-2024
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Premium beauty and personal care continues to develop
Fragrances continues to account for the bulk of premium sales
Health and beauty specialist retailers leads distribution as sales head online
2020 AND BEYOND
COVID-19 impact
Affected products within premium beauty and personal care
Recovery and opportunities
CATEGORY DATA
Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2014-2019
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2014-2019
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2015-2019
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2016-2019
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2019-2024
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Skin care generates considerable sales as sun care records strong growth
The variety of items on offer expands as consumers seek more natural products
Multinational players continue to dominate sales
2020 AND BEYOND
COVID-19 impact
Affected products within baby and child-specific products
Recovery and opportunities
CATEGORY DATA
Table 23 Sales of Baby and Child-specific Products by Category: Value 2014-2019
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2014-2019
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2014-2019
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2015-2019
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2016-2019
Table 28 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2016-2019
Table 29 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2016-2019
Table 30 Forecast Sales of Baby and Child-specific Products by Category: Value 2019-2024
Table 31 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2019-2024
Table 32 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Demand shifts to high-quality products as consumers become more sophisticated
Intimate hygiene continues to register solid growth
Leading player Biok Laboratorija UAB innovates, rationalises its brand portfolio
2020 AND BEYOND
COVID-19 impact
Affected products within bath and shower
Recovery and opportunities
CATEGORY DATA
Table 33 Sales of Bath and Shower by Category: Value 2014-2019
Table 34 Sales of Bath and Shower by Category: % Value Growth 2014-2019
Table 35 Sales of Bath and Shower by Premium vs Mass: % Value 2014-2019
Table 36 NBO Company Shares of Bath and Shower: % Value 2015-2019
Table 37 LBN Brand Shares of Bath and Shower: % Value 2016-2019
Table 38 LBN Brand Shares of Premium Bath and Shower: % Value 2016-2019
Table 39 Forecast Sales of Bath and Shower by Category: Value 2019-2024
Table 40 Forecast Sales of Bath and Shower by Category: % Value Growth 2019-2024
Table 41 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Emerging beauty trends influence sales of colour cosmetics
Chemists/pharmacies gains ground at the expense of grocery retailers
L’Or?al is the strong leader in a fragmented category characterised by innovation
2020 AND BEYOND
COVID-19 impact
Affected products within colour cosmetics
Recovery and opportunities
CATEGORY DATA
Table 42 Sales of Colour Cosmetics by Category: Value 2014-2019
Table 43 Sales of Colour Cosmetics by Category: % Value Growth 2014-2019
Table 44 Sales of Colour Cosmetics by Premium vs Mass: % Value 2014-2019
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2015-2019
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2016-2019
Table 47 LBN Brand Shares of Premium Colour Cosmetics: % Value 2016-2019
Table 48 Forecast Sales of Colour Cosmetics by Category: Value 2019-2024
Table 49 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2019-2024
Table 50 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Roll-ons the most dynamic category as the dominance of mass brands is eroded
International players continue to dominate sales
Low price remains a major factor supporting demand for deodorants
2020 AND BEYOND
COVID-19 impact
Affected products within deodorants
Recovery and opportunities
CATEGORY DATA
Table 51 Sales of Deodorants by Category: Value 2014-2019
Table 52 Sales of Deodorants by Category: % Value Growth 2014-2019
Table 53 Sales of Deodorants by Premium vs Mass: % Value 2014-2019
Table 54 NBO Company Shares of Deodorants: % Value 2015-2019
Table 55 LBN Brand Shares of Deodorants: % Value 2016-2019
Table 56 LBN Brand Shares of Premium Deodorants: % Value 2016-2019
Table 57 Forecast Sales of Deodorants by Category: Value 2019-2024
Table 58 Forecast Sales of Deodorants by Category: % Value Growth 2019-2024
Table 59 Forecast Sales of Deodorants by Premium vs Mass: % Value 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Another stable and positive performance seen in a mature category in 2019
Byly depil challenges Veet in hair removers/bleaches as innovation comes to the fore
Avon’s withdrawal from women’s pre-shave leaves the category wide open
2020 AND BEYOND
COVID-19 impact
Affected products within depilatories
Recovery and opportunities
CATEGORY DATA
Table 60 Sales of Depilatories by Category: Value 2014-2019
Table 61 Sales of Depilatories by Category: % Value Growth 2014-2019
Table 62 NBO Company Shares of Depilatories: % Value 2015-2019
Table 63 LBN Brand Shares of Depilatories: % Value 2016-2019
Table 64 Forecast Sales of Depilatories by Category: Value 2019-2024
Table 65 Forecast Sales of Depilatories by Category: % Value Growth 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Sales of premium fragrances split into mainstream and niche segments
Celebrity brands emerge strongly in mass fragrances
Mono-brand beauty specialist retailers emerge as e-commerce gains further ground
2020 AND BEYOND
COVID-19 impact
Affected products within fragrances
Recovery and opportunities
CATEGORY DATA
Table 66 Sales of Fragrances by Category: Value 2014-2019
Table 67 Sales of Fragrances by Category: % Value Growth 2014-2019
Table 68 NBO Company Shares of Fragrances: % Value 2015-2019
Table 69 LBN Brand Shares of Fragrances: % Value 2016-2019
Table 70 LBN Brand Shares of Premium Men’s Fragrances: % Value 2016-2019
Table 71 LBN Brand Shares of Premium Women’s Fragrances: % Value 2016-2019
Table 72 Forecast Sales of Fragrances by Category: Value 2019-2024
Table 73 Forecast Sales of Fragrances by Category: % Value Growth 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Premiumisation supports growth in shampoos as consumers look for novel items
Innovation in conditioners and treatments focuses on heathy properties
Local products make their mark in a category dominated by multinational players
2020 AND BEYOND
COVID-19 impact
Affected products within hair care
Recovery and opportunities
CATEGORY DATA
Table 74 Sales of Hair Care by Category: Value 2014-2019
Table 75 Sales of Hair Care by Category: % Value Growth 2014-2019
Table 76 Sales of Hair Care by Premium vs Mass: % Value 2014-2019
Table 77 NBO Company Shares of Hair Care: % Value 2015-2019
Table 78 LBN Brand Shares of Hair Care: % Value 2016-2019
Table 79 NBO Company Shares of Salon Professional Hair Care: % Value 2015-2019
Table 80 LBN Brand Shares of Salon Professional Hair Care: % Value 2016-2019
Table 81 LBN Brand Shares of Premium Hair Care: % Value 2016-2019
Table 82 Forecast Sales of Hair Care by Category: Value 2019-2024
Table 83 Forecast Sales of Hair Care by Category: % Value Growth 2019-2024
Table 84 Forecast Sales of Hair Care by Premium vs Mass: % Value 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Men’s grooming slated for a strong performance as mass brands remain dominant
New brands and products a sign of dynamism in men’s grooming
L’Or?al Men Expert records strong sales growth via strong branding
2020 AND BEYOND
COVID-19 impact
Affected products within men’s grooming
Recovery and opportunities
CATEGORY DATA
Table 85 Sales of Men’s Grooming by Category: Value 2014-2019
Table 86 Sales of Men’s Grooming by Category: % Value Growth 2014-2019
Table 87 Sales of Men’s Razors and Blades by Type: % Value Breakdown 2015-2019
Table 88 Sales of Men’s Skin Care by Type: % Value Breakdown 2015-2019
Table 89 NBO Company Shares of Men’s Grooming: % Value 2015-2019
Table 90 LBN Brand Shares of Men’s Grooming: % Value 2016-2019
Table 91 LBN Brand Shares of Men’s Razors and Blades: % Value 2016-2019
Table 92 Forecast Sales of Men’s Grooming by Category: Value 2019-2024
Table 93 Forecast Sales of Men’s Grooming by Category: % Value Growth 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
The high cost of dental care boosts growth as consumers seek preventative products
Innovation becomes essential as mouthwash containing hyaluronic acid is launched
Numerous companies compete for sales in a fragmented category
2020 AND BEYOND
COVID-19 impact
Affected products within oral care
Recovery and opportunities
CATEGORY DATA
Table 94 Sales of Oral Care by Category: Value 2014-2019
Table 95 Sales of Oral Care by Category: % Value Growth 2014-2019
Table 96 Sales of Toothbrushes by Category: Value 2014-2019
Table 97 Sales of Toothbrushes by Category: % Value Growth 2014-2019
Table 98 Sales of Toothpaste by Type: % Value Breakdown 2015-2019
Table 99 NBO Company Shares of Oral Care: % Value 2015-2019
Table 100 LBN Brand Shares of Oral Care: % Value 2016-2019
Table 101 Forecast Sales of Oral Care by Category: Value 2019-2024
Table 102 Forecast Sales of Oral Care by Category: % Value Growth 2019-2024
Table 103 Forecast Sales of Toothbrushes by Category: Value 2019-2024
Table 104 Forecast Sales of Toothbrushes by Category: % Value Growth 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Patient care remains the dominant skin care category in Lithuania
Products with a natural and/organic positioning come to the fore
Premium brands lead sales as Margarita by Biok is the leading mass brand
2020 AND BEYOND
COVID-19 impact
Affected products within skin care
Recovery and opportunities
CATEGORY DATA
Table 105 Sales of Skin Care by Category: Value 2014-2019
Table 106 Sales of Skin Care by Category: % Value Growth 2014-2019
Table 107 NBO Company Shares of Skin Care: % Value 2015-2019
Table 108 LBN Brand Shares of Skin Care: % Value 2016-2019
Table 109 LBN Brand Shares of Premium Skin Care: % Value 2016-2019
Table 110 Forecast Sales of Skin Care by Category: Value 2019-2024
Table 111 Forecast Sales of Skin Care by Category: % Value Growth 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Changing attitudes to the sun and the importance of sun care support sales growth
The focus in sun care shifts towards more natural products
L’Or?al maintains its leading position in sun care as premium brands proliferate
2020 AND BEYOND
COVID-19 impact
Affected products within sun care
Recovery and opportunities
CATEGORY DATA
Table 112 Sales of Sun Care by Category: Value 2014-2019
Table 113 Sales of Sun Care by Category: % Value Growth 2014-2019
Table 114 Sales of Sun Care by Premium vs Mass: % Value 2014-2019
Table 115 NBO Company Shares of Sun Care: % Value 2015-2019
Table 116 LBN Brand Shares of Sun Care: % Value 2016-2019
Table 117 LBN Brand Shares of Premium Adult Sun Care: % Value 2016-2019
Table 118 Forecast Sales of Sun Care by Category: Value 2019-2024
Table 119 Forecast Sales of Sun Care by Category: % Value Growth 2019-2024
Table 120 Forecast Sales of Sun Care by Premium vs Mass: % Value 2019-2024