Beauty and personal care in 2024: The big picture
Beauty and personal care in Lithuania posted slight retail volume growth but a strong rise in retail current value sales in 2024. This performance is closer to organic growth as the high inflation rates of 2022-2023 were left behind and industry players and consumers could better plan their activities and purchases.
2024 key trends
The pursuit of value for money remained the major trend despite the demand for premium products. Some mass categories, such as bath and shower, hair care and deodorants, featured constantly in heavy promotional activities. Consumers checked several of the online stores of the major retailers in the field to hunt for the best options. Premium brands were also heavily present in promotions, especially in skin care, where constant competition between the major pharmacists and beauty specialists, such as Eurovaistine, Camelia, Gintarine vaistine, Drogas and Eurokos, lead to significant discounts on demanded products.
Competitive landscape
L'Oréal Baltic was the leading company in beauty and personal care in retail value share terms in Lithuania in 2024. The company covered both mass and premium categories, led colour cosmetics, hair care and fragrances and ranked second in skin care, sun care, deodorants and men’s grooming. This coverage and expertise helped the player to recoup most of the retail value share lost in 2023.
Retail developments
Health and beauty specialists, led by pharmacies and beauty specialists, dominated retail value sales of beauty and personal care in 2024. Major beauty specialists like Drogas and Eurokos offered more mass products, while Kristiana and Douglas offered plenty of premium options. Meanwhile, pharmacies offered mass products and a portion of more expensive solutions, especially in skin care. Pharmacies started the expansion of product portfolios into beauty and personal care in Lithuania long ago.
What next for beauty and personal care?
Beauty and personal care in Lithuania is projected to see positive retail value (current and constant 2024 prices) growth over the forecast period. However, growth is expected to be slower than towards the end of the review period, when demand was accompanied by significant price inflation, especially during 2022-2023. Premium is set to continue to see significantly faster retail value growth than mass in beauty and personal care.
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Overview:
Understand the latest market trends and future growth opportunities for the Beauty and Personal Care industry in Lithuania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Baby and Child-Specific Products
- Bath and Shower
- Colour Cosmetics
- Deodorants
- Depilatories
- Fragrances
- Hair Care
- Men's Grooming
- Oral Care
- Skin Care
- Sun Care
- Premium Beauty and Personal Care
- Mass Beauty and Personal Care
If you're in the Beauty and Personal Care industry in Lithuania, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Beauty and Personal Care in Lithuania report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Beauty and Personal Care in Lithuania?
- Which are the leading brands in Lithuania?
- How are products distributed in Lithuania?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Beauty and Personal Care in Lithuania
Beauty and personal care in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for beauty and personal care?
DISCLAIMER
Baby and Child-Specific Products in Lithuania
KEY DATA FINDINGS
Long summer and improved purchasing power boost baby and child-specific sun care
Nestlé Baltics leverages strong growth in baby and child-specific sun care to gain overall retail value share
Pharmacies remains a strong and influential channel
Stagnant birth rates to limit growth potential
Good purchasing power to foster premiumisation
Parents to look to quality, effective skin care products for their offspring
Bath and Shower in Lithuania
KEY DATA FINDINGS
Low organic growth prospects hamper the market size
Biok Laboratorija offers well-known and trusted brands to lead bath and shower
Health and beauty specialists and supermarkets dominate the distribution landscape
Growing call for specialised female hygiene products to spur the use of intimate washes
Male-orientated products offer some room for dynamism
New scents and price promotions may stimulate interest in any novelties
Colour Cosmetics in Lithuania
KEY DATA FINDINGS
Positive but slower growth in 2024 amid signs of maturity
L'Oréal Baltic leverages strong stable to recoup lost retail value share
Personal shopping preference favours beauty specialists in colour cosmetics
Declining female population weakens organic growth avenues
Organic and mineral ingredients to gain popularity
The behaviour of younger generations are set to exert pressure on major brands
Deodorants in Lithuania
KEY DATA FINDINGS
Preference for roll-ons in deodorants
L'Oréal Baltic closes the gap on Nivea Polska
Convenience helps to shape distribution
Improved if still limited growth performance anticipated
Offer of affordable premium brands may add dynamism
Old Spice to see further investment
Depilatories in Lithuania
KEY DATA FINDINGS
Long summer increases use of women’s razors and blades
Strong Gillette offer dominates depilatories
Expanding selections spur retail value sales through pharmacies
Key body beauty trend to maintain a demand for depilatories
Shrinking consumer base to foster saturation
Hair removers/bleaches is most likely to see some innovation to drive retail value sales
Fragrances in Lithuania
KEY DATA FINDINGS
Premium fragrances remain popular choices
L'Oréal Baltic’s strong premium portfolio provides a competitive edge
Beauty specialists cater to the strong interest in premium fragrances
Young adults to push for niche brands
Strong loyalty to premium brands
Search for new scents to stimulate innovation
Hair Care in Lithuania
KEY DATA FINDINGS
Standard shampoos lead as essential hair care options
L'Oréal Baltic benefits from wide coverage in hair care
Pharmacies leverage convenience and price strategies to lead distribution
Hair care is set to stagnate over the forecast period
Heavy price promotions hinder retail value dynamics
Hair loss concerns to push the use of pharma products
Men's Grooming in Lithuania
KEY DATA FINDINGS
Men continue to prefer premium fragrances
International players enjoy consumer loyalty for their brands
Beauty specialists satisfy consumers’ men’s grooming needs
Slow performance amid conservative consumer behaviour
Aras has the potential to succeed
Innovation is set to remain low in men’s grooming
Oral Care in Lithuania
KEY DATA FINDINGS
Electric toothbrushes gain momentum
Colgate-Palmolive and Biok Laboratorija increase the pressure on GlaxoSmithKline
Appliances and electronics specialists ride the popularity of power toothbrushes to make gains
Investments to continue to push electric toothbrushes
Oral care routines to slowly gain sophistication
Significant innovation potential in oral care
Skin Care in Lithuania
KEY DATA FINDINGS
Facial care consolidates dominance in skin care
Nivea Polska leads with a wide and strong portfolio
Strong premium assortments ensure high turnover for pharmacies
Facial cleansers to remain a key component of daily skin health routines
Natural look trend to shift consumers towards skin care products
Uncertain direction for innovation
Sun Care in Lithuania
KEY DATA FINDINGS
Longer, hotter Lithuanian summer boosts sun care in 2024
International players lead the way in sun care
Pharmacies benefit from a strong offer of premium brands
Maturity to limit growth prospects
Travel may boost domestic sales
Little innovation although format preferences may be disrupted
Premium Beauty and Personal Care in Lithuania
KEY DATA FINDINGS
Premium beauty and personal care continues to cement a healthy presence in Lithuania
Strong portfolio underpins L'Oréal Baltic’s leadership of premium beauty and personal care
Consumers actively search for premium fragrances and facial care but largely ignore premium bath and shower
Premium adult sun care to benefit from climate trends
Local consumers to retain interest in known brands and more sophisticated scents
Anti-agers to remain a focus of innovation
Mass Beauty and Personal Care in Lithuania
KEY DATA FINDINGS
Mass skin care leads retail value sales with a strong and varied international and local offer
L'Oréal Baltic and Nivea Polska compete fiercely for the leading position
Demand for both premium and mass brands
Heavy promotional activity to dampen retail value growth prospects
Biok Laboratorija is set to play a visible role in mass beauty and personal care
Mass colour cosmetics may see some innovation
The following categories and subcategories are included:
Beauty and Personal Care
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- Baby and Child-specific Hair Care
- Baby and Child-specific Skin Care
- Baby and Child-specific Sun Care
- Baby and Child-specific Toiletries
- Baby Wipes
- Medicated Baby and Child-specific Products
- Nappy (Diaper) Rash Treatments
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- Bar Soap
- Bath Additives
- Body Powder
- Body Wash/Shower Gel
- Hand Sanitisers
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- Intimate Washes
- Intimate Wipes
- Liquid Soap
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-
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- Premium Eye Liner/Pencil
- Mass Eye Liner/Pencil
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- Premium Eye Shadow
- Mass Eye Shadow
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- Premium Mascara
- Mass Mascara
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- Premium Other Lash and Brow Make-Up
- Mass Other Lash and Brow Make-Up
-
-
-
- Premium BB/CC Creams
- Mass BB/CC Creams
-
- Premium Blusher/Bronzer/Highlighter
- Mass Blusher/Bronzer/Highlighter
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- Premium Foundation/Concealer
- Mass Foundation/Concealer
-
- Premium Powder
- Mass Powder
-
- Premium Other Facial Make-Up
- Mass Other Facial Make-Up
-
-
-
- Premium Lip Gloss
- Mass Lip Gloss
-
- Premium Lip Liner/Pencil
- Mass Lip Liner/Pencil
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- Premium Lipstick
- Mass Lipstick
-
- Premium Other Lip Products
- Mass Other Lip Products
-
-
-
- Premium Nail Polish
- Mass Nail Polish
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- Premium Nail Treatments/Strengthener
- Mass Nail Treatments/Strengthener
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- Premium Polish Remover
- Mass Polish Remover
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- Premium Other Nail Products
- Mass Other Nail Products
-
-
- Premium Colour Cosmetics Sets/Kits
- Mass Colour Cosmetics Sets/Kits
-
-
- Deodorant Creams
- Deodorant Pumps
- Deodorant Roll-Ons
- Deodorant Sprays
- Deodorant Sticks
- Deodorant Wipes
-
- Hair Removers/Bleaches
- Women's Pre-Shave
- Women's Razors and Blades
-
-
- Premium Body Mists
- Premium Men's Fragrances
- Premium Women's Fragrances
- Premium Unisex Fragrances
- Premium Fragrance Sets/Kits
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- Mass Body Mists
- Mass Men's Fragrances
- Mass Women's Fragrances
- Mass Unisex Fragrances
- Mass Fragrance Sets/Kits
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-
- 2-in-1 Products
- Colourants
- Conditioners and Treatments
- Hair Loss Treatments
- Perms and Relaxants
- Salon Professional Hair Care
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- Medicated Shampoos
- Standard Shampoos
- Styling Agents
-
-
- Men's Post-Shave
- Men's Pre-Shave
- Men's Razors and Blades
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-
- Premium Men's Bath and Shower
- Mass Men's Bath and Shower
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- Premium Men's Deodorants
- Mass Men's Deodorants
-
- Premium Men's Hair Care
- Mass Men's Hair Care
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- Premium Men's Skin Care
- Mass Men's Skin Care
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-
- Premium Men's Fragrances
- Mass Men's Fragrances
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- Dental Floss
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- Denture Cleansers
- Denture Fixatives
- Mouth Fresheners
- Mouthwashes/Dental Rinses
- Tooth Whiteners
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- Manual Toothbrushes
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- Battery Toothbrush Replacement Heads
- Battery Toothbrush Units
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- Electric Toothbrush Replacement Heads
- Electric Toothbrush Units
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- Toothpaste
- Oral Care Excl Power Toothbrushes
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-
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- Premium Firming Body Care
- Mass Firming Body Care
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- Premium General Purpose Body Care
- Mass General Purpose Body Care
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-
-
- Premium Acne Treatments
- Mass Acne Treatments
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- Premium Face Masks
- Mass Face Masks
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-
- Premium Liquid/Cream/Gel/Bar Cleansers
- Mass Liquid/Cream/Gel/Bar Cleansers
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- Premium Facial Cleansing Wipes
- Mass Facial Cleansing Wipes
-
-
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- Premium Basic Moisturisers
- Mass Basic Moisturisers
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- Premium Anti-Agers
- Mass Anti-Agers
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-
- Premium Lip Care
- Mass Lip Care
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- Premium Toners
- Mass Toners
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-
- Premium Hand Care
- Mass Hand Care
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- Premium Skin Care Sets/Kits
- Mass Skin Care Sets/Kits
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-
-
-
- Premium Aftersun
- Mass Aftersun
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- Premium Self-Tanning
- Mass Self-Tanning
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- Premium Sun Protection
- Mass Sun Protection
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- Baby and Child-specific Sun Care
-
-
- Premium Baby and Child-specific Products
- Premium Bath and Shower
-
-
- Premium Eye Liner/Pencil
- Premium Eye Shadow
- Premium Mascara
- Premium Other Lash and Brow Make-Up
-
- Premium BB/CC Creams
- Premium Blusher/Bronzer/Highlighter
- Premium Foundation/Concealer
- Premium Powder
- Premium Other Facial Make-Up
-
- Premium Lip Gloss
- Premium Lip Liner/Pencil
- Premium Lipstick
- Premium Other Lip Products
-
- Premium Nail Polish
- Premium Nail Treatments/Strengthener
- Premium Polish Remover
- Premium Other Nail Products
- Premium Colour Cosmetics Sets/Kits
-
- Premium Deodorants
-
- Premium Body Mists
- Premium Men's Fragrances
- Premium Women's Fragrances
- Premium Unisex Fragrances
- Premium Fragrance Sets/Kits
- Premium Hair Care
-
-
- Premium Firming Body Care
- Premium General Purpose Body Care
-
- Premium Acne Treatments
- Premium Face Masks
- Premium Facial Cleansing Wipes
-
- Premium Basic Moisturisers
- Premium Anti-Agers
- Premium Lip Care
- Premium Liquid/Cream/Gel/Bar Cleansers
- Premium Toners
- Premium Hand Care
- Premium Skin Care Sets/Kits
-
-
- Premium Aftersun
- Premium Self-Tanning
- Premium Sun Protection
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- Prestige Baby and Child-specific Products
- Prestige Bath and Shower
- Prestige Colour Cosmetics
- Prestige Deodorants
- Prestige Fragrances
- Prestige Hair Care
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- Prestige Body Care
- Prestige Facial Care
- Prestige Hand Care
- Prestige Skin Care Sets/Kits
- Prestige Adult Sun Care
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- Mass Baby and Child-specific Products
- Mass Bath and Shower
-
-
- Mass Eye Liner/Pencil
- Mass Eye Shadow
- Mass Mascara
- Mass Other Lash and Brow Make-Up
-
- Mass BB/CC Creams
- Mass Blusher/Bronzer/Highlighter
- Mass Foundation/Concealer
- Mass Powder
- Mass Other Facial Make-Up
-
- Mass Lip Gloss
- Mass Lip Liner/Pencil
- Mass Lipstick
- Mass Other Lip Products
-
- Mass Nail Polish
- Mass Nail Treatments/Strengthener
- Mass Polish Remover
- Mass Other Nail Products
- Mass Colour Cosmetics Sets/Kits
-
- Mass Deodorants
-
- Mass Body Mists
- Mass Men's Fragrances
- Mass Women's Fragrances
- Mass Unisex Fragrances
- Mass Fragrance Sets/Kits
- Mass Hair Care
-
-
- Mass Firming Body Care
- Mass General Purpose Body Care
-
- Mass Acne Treatments
- Mass Face Masks
- Mass Facial Cleansing Wipes
-
- Mass Basic Moisturisers
- Mass Anti-Agers
- Mass Lip Care
- Mass Liquid/Cream/Gel/Bar Cleansers
- Mass Toners
- Mass Hand Care
- Mass Skin Care Sets/Kits
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- Mass Aftersun
- Mass Self-Tanning
- Mass Sun Protection
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- Dermocosmetics Baby and Child-specific Products
- Dermocosmetics Bath and Shower
- Dermocosmetics Colour Cosmetics
- Dermocosmetics Deodorants
- Dermocosmetics Fragrances
- Dermocosmetics Hair Care
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- Dermocosmetics Body Care
- Dermocosmetics Facial Care
- Dermocosmetics Hand Care
- Dermocosmetics Skin Care Sets/Kits
- Dermocosmetics Adult Sun Care
Beauty and Personal Care
This is the aggregation of baby and child-specific products, bath & shower, colour cosmetics, deodorants, depilatories, fragrances, hair care, men's grooming, oral care, skin care and sun care. Black market sales and travel retail are excluded.
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This report originates from Passport, our Beauty and Personal Care research and analysis database.
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