Consumer health in 2025: The big picture
The consumer health market in Lithuania will continue to expand in current value terms in 2025. Inflation is stabilising, following the volatility of recent years, which has eased pressure on consumers. Growth is buoyant in core OTC categories, such as analgesics and cough and cold remedies, a trend that is closely tied to the intensity of seasonal flu outbreaks in the country. While the 2024 -2025 flu season in Lithuania got off to a slow start, with a lower-than-expected number of cases, it gained strength in early 2025, driven by multiple circulating strains.
Key trends in 2025
Sports protein powders and sports non-protein products, such as creatine and BCAAs/amino acid formulas, remain highly sought in Lithuania. Amateur athletes are consistently seeking new ways to optimise their fitness routines, adopting an expanding selection of offerings. Sports nutrition, especially protein powders, is also benefitting from rising prices, which is reinforcing value growth. Retailers are further supporting demand by expanding availability and offering guidance, helping enthusiasts explore complementary formats and tailor their nutrition to specific training goals.
Competitive landscape
Valentis UAB is the largest player in Lithuania’s consumer health market. The company’s FJØRD Strong Omega 3 brand is well-established in the country and continues to gain share in dietary supplements, while it is also known for its popular fish-oil-based gummies for children. In addition, the eponymous Valentis brand is present across multiple categories, including dermatologicals, sleep aids, and digestive remedies, giving it a broad footprint across everyday consumer health needs.
Channel developments
Pharmacies remains the leading distribution channel within consumer health, given the high level of trust placed in the advice of pharmacists and regulations that continue to channel most sales through licensed outlets. Large national chains such as Eurovaistine, BENU, Camelia, and Gintarine operate dense store networks and popular loyalty schemes, while also operating e-shops to meet growing omnichannel demand. In-store sales have also been driven by a strong cough and cold season and premiumisation, although this has been offset by faster growth in online sales and the expansion of rapid-delivery services.
What next for consumer health?
The consumer health market in Lithuania is set to grow in value terms (at constant 2025 prices) over the forecast period. This is being driven by three key factors: an ageing population seeking preventive solutions, a younger cohort embracing “daily wellness” trends such as gut health, sleep, stress management, and beauty-from-within, and recurring respiratory seasons that sustain demand for cough and cold remedies and analgesics. Premiumisation will also persist, especially in particularly in probiotics, synbiotics, omega fatty acids, and specialised formats such as sugar-free syrups and gummies, supported by Lithuania’s high digital literacy rate and the rapid dissemination of information through pharmacists and social media. The major obstacle will be greater online price visibility, which will make it easier for consumers to compare products and reinforce value-conscious purchasing, which is likely to benefit private-label ranges and multipacks
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Health 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:
- Analgesics
- Cough, Cold and Allergy Remedies
- Digestive Remedies
- Dermatologicals
- NRT Smoking Cessation Aids
- Sleep Aids
- Eye Care
- Wound Care
- Vitamins
- Dietary Supplements
- Weight Management
- Sports Nutrition
- Herbal/Traditional Products
- Paediatric Consumer Health
If you're in the Consumer Health 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 Consumer Health 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 Consumer Health in Lithuania?
- Which are the leading brands in Consumer Health in Lithuania?
- How are products distributed in Consumer Health in Lithuania?
- How has the regulatory and operating environment for Consumer Health changed in Lithuania?
- How are considerations such as stress, self-medication and shifting consumer lifestyles shaping demand for Consumer Health
- How significant are wider health concerns and consumer awareness in determining sales?
- Where is future growth expected to be most dynamic?
Consumer Health in Lithuania
Consumer health in 2025: The big picture
Key trends in 2025
Competitive landscape
Channel developments
What next for consumer health?
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
DISCLAIMER
DEFINITIONS
Analgesics in Lithuania
KEY DATA FINDINGS
Growth sustained by flu-driven demand
US Pharmacia leads, while Nycomed gains momentum
Pharmacies stay dominant, but digital channels surge in popularity
Analgesics set for steady growth driven by household stockpiling
Rise of fast-acting formats
Digital information and sustainability will shape analgesic packaging
Cough, Cold and Allergy (Hay Fever) Remedies in Lithuania
KEY DATA FINDINGS
Prolonged respiratory season boost sales
GSK leads as Baltijos Bite emerges as most dynamic player
Pharmacies dominate sales while e-commerce sees buoyant growth
Market poised for steady growth amid continuing stockpiling and formula innovations
Greater e-commerce adoption will drive sales
EU legislation will continue to shape the market
Dermatologicals in Lithuania
KEY DATA FINDINGS
Market continues to grow, led by vaginal antifungals, topical allergy remedies/antihistamines and cold sore treatments
Bayer AG leads the market, anchored by its Bepanthen and Canesten brands
Pharmacies continue to dominate sales
Premium formats and routine skin care concerns will sustain value sales
Digital innovation will drive growth of e-pharmacies
Wellness and eco-conscious upgrades to drive quality-led growth
Digestive Remedies in Lithuania
KEY DATA FINDINGS
Sustained growth as consumers trade up to higher-value offerings
Menarini retains leadership while Krka gains ground
Pharmacies lead as e-commerce expands
PPIs and modern antacids will drive ongoing expansion
Digital leaflets and app services will enhance convenience and self-care
Sustainability initiatives will gather pace
Wound Care in Lithuania
KEY DATA FINDINGS
Steady demand for wound care, with first aid kits leading growth
BENU strengthens share with affordable private label offerings and multichannel strategies
Pharmacies lead wound care while other channels make gains
Modest growth expected as consumers maintain first aid supplies
Digital convenience and advanced formats to drive future of wound care
Sustainability to become key design driver in wound care
Sports Nutrition in Lithuania
KEY DATA FINDINGS
Dynamic growth for sports nitrition as consumers look to optimise their fitness routines
Nutrend strengthens leadership through diversification, while The Hut Group gains momentum
E-commerce channel is key driver of sales
Active lifestyles will ensure robust sales of sports nutrition products
Direct-to-consumer and marketplace strategies will drive future trends
Regulations will shape claims in sports nutrition
Dietary Supplements in Lithuania
KEY DATA FINDINGS
Mineral supplements lead growth as consumers seek solutions to common health concerns
Valentis leads sales as Medigate makes gains
Pharmacies continue to dominate sales
Continued interest in dietary supplements
E-commerce and new delivery methods will continue to reshape the market
Regulatory and sustainability frameworks will continue to impact new product development and claims
Vitamins in Lithuania
KEY DATA FINDINGS
Vitamin B leads growth as consumers seek to maintain energy levels and nervous system health
Valentis holds onto lead as private labels make gains
E-pharmacies boost convenience-led vitamin sales
Health trends and convenience will sustain vitamin sales
Promotion of “test-and-treat” journeys by pharmacies will expand usage
EU regulations to drive cleaner formulations, clearer labels, and sustainable packaging
Weight Management and Wellbeing in Lithuania
KEY DATA FINDINGS
Wellness-first spending supports modest growth
Herbalife maintains leadership amid rising competition
Direct selling dominates as e-commerce gains traction
Declining trend anticipated, despite high obesity rate
Lithuania emerges as regional hotspot for digital health and wellness e-commerce
Compliance and sustainability will shape the market
Herbal/Traditional Products in Lithuania
KEY DATA FINDINGS
Herbal/traditional products stabilise as shoppers normalise spending
Valentis dominates sales while Bionorica leads growth with evidence-backed remedies
Phamacies continue to anchor distribution
Flat performance, as market stabilises following post-pandemic surge in sales
E-pharmacy expansion and modernisation of production methods will transform market
Regulations will benefit evidence-led compliant players
Paediatric Consumer Health in Lithuania
KEY DATA FINDINGS
Paediatric remedies benefit from “just-in-case” stocking
GSK Consumer Healthcare holds prominent position, underpinned by its broad portfolio
Pharmacies dominate paediatric consumer health, while e-commerce offers greater convenience
Demographics will shift focus towards premiumisation and innovation
Digital infrastructure and child-friendly formulations will enhance growth
Paediatric nutrition will remain key focus
The following categories and subcategories are included:
Consumer Health
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- Adult Mouth Care
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- Adult Acetaminophen
- Adult Aspirin
- Adult Combination Products - Analgesics
- Adult Diclofenac
- Adult Dipyrone
- Adult Ibuprofen
- Adult Ketoprofen
- Adult Naproxen
- Adult OTC Triptans
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- Paediatric Acetaminophen
- Paediatric Aspirin
- Paediatric Combination Products - Analgesics
- Paediatric Dipyrone
- Paediatric Ibuprofen
- Paediatric Naproxen
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- Acetaminophen
- Aspirin
- Combination Products - Analgesics
- Diclofenac
- Dipyrone
- Ibuprofen
- Ketoprofen
- Naproxen
- OTC Triptans
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- Topical Analgesics/Anaesthetic
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- Sleep Aids
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- Antihistamines/Allergy Remedies (Systemic)
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- Paediatric Allergy Remedies
- Paediatric Cough/Cold Remedies
- Combination Products - Cough, Cold and Allergy (Hay Fever) Remedies
- Cough Remedies
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- Nasal Sprays
- Oral Decongestants
- Inhalant Decongestants
- Decongestant Rubs
- Nasal Decongestant Drops
- Nasal Decongestant Plasters
- Medicated Confectionery
- Pharyngeal Preparations
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- Medicated Shampoos
- Topical Antifungals
- Vaginal Antifungals
- Hair Loss Treatments
- Nappy (Diaper) Rash Treatments
- Antiparasitics/Lice (Head and Body) Treatments
- Antipruritics
- Cold Sore Treatments
- Haemorrhoid Treatments
- Paediatric Dermatologicals
- Topical Allergy Remedies/Antihistamines
- Topical Germicidals/Antiseptics
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- Paediatric Diarrhoeal Remedies
- Paediatric Indigestion and Heartburn Remedies
- Paediatric Laxatives
- Paediatric Motion Sickness Remedies
- Diarrhoeal Remedies
- IBS Treatments
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- Antacids
- Antiflatulents
- Digestive Enzymes
- H2 Blockers
- Proton Pump Inhibitors
- Laxatives
- Motion Sickness Remedies
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- Emergency Contraception
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- Allergy Eye Care
- Standard Eye Care
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- NRT Gum
- NRT Inhalators
- NRT Lozenges
- NRT Patches
- Other NRT
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- First Aid Kits
- Gauze, Tape and Other Wound Care
- Sticking Plasters/Adhesive Bandages
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- Protein/Energy Bars
- Sports Protein Powder
- Sports Protein RTD
- Sports Non-Protein Products
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- Combination Dietary Supplements
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- Aloe
- Combination Herbal/Traditional Dietary Supplements
- Cranberry
- Echinacea
- Evening Primrose Oil
- Garlic
- Ginkgo Biloba
- Ginseng
- St John's Wort
- Other Herbal/Traditional Dietary Supplements
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- Co-Enzyme Q10
- Combination Non-Herbal/Traditional Dietary Supplements
- Eye Health Supplements
- Fish Oils/Omega Fatty Acids
- Glucosamine
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- Calcium Supplements
- Mineral Supplements
- Probiotic Supplements
- Protein Supplements
- Other Non-Herbal/Traditional Dietary Supplements
- Paediatric Vitamins and Dietary Supplements
- Tonics
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- Multivitamins
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- Vitamin A
- Vitamin B
- Vitamin C
- Vitamin D
- Vitamin E
- Other Single Vitamins
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- Meal Replacement
- OTC Obesity
- Slimming Teas
- Supplement Nutrition Drinks
- Weight Loss Supplements
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- Herbal/Traditional Topical Analgesics
- Herbal/Traditional Sleep Aids
- Herbal/Traditional Cough, Cold and Allergy (Hay Fever) Remedies
- Herbal/Traditional Digestive Remedies
- Herbal/Traditional Dermatologicals
- Herbal/Traditional Paediatric Dietary Supplements
- Herbal/Traditional Dietary Supplements
- Herbal/Traditional Tonics
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- Allergy Eye Care
- Antihistamines/Allergy Remedies (Systemic)
- Paediatric Allergy Remedies
- Topical Allergy Remedies/Antihistamines
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- Paediatric Acetaminophen
- Paediatric Aspirin
- Paediatric Combination Products - Analgesics
- Paediatric Dipyrone
- Paediatric Ibuprofen
- Paediatric Naproxen
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- Paediatric Allergy Remedies
- Paediatric Cough/Cold Remedies
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- Paediatric Diarrhoeal Remedies
- Paediatric Indigestion and Heartburn Remedies
- Paediatric Laxatives
- Paediatric Motion Sickness Remedies
- Paediatric Dermatologicals
- Nappy (Diaper) Rash Treatments
- Paediatric Vitamins and Dietary Supplements
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Consumer Health
It is the aggregation of OTC, Vitamins and Dietary Supplements (VDS), Sports Nutrition, and Weight Management and Wellbeing
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This report originates from Passport, our Consumer Health research and analysis database.
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