Current value sales of cheese saw moderate growth in Lithuania in 2025, although volume growth was more muted. Cheese’s popularity aligns with affluence, education levels, and an expanding product variety. High-quality local and imported cheeses are especially sought after for social gatherings and as snacks for entertaining. The rapid increase in shredded cheese in cooking is also contributing significantly to overall sales momentum.

Other dairy registered healthy current value growth and more muted retail volume growth in 2025. The category encompasses a diverse range of products exhibiting varying performance levels, predominantly led by cream, fromage frais, and chilled snacks. Some of these items are widely regarded as staple foods with a long tradition in the country, which contributes to their favourable reputation. Indeed, cream saw the highest current value growth in 2025.

Drinking milk products saw limited growth in 2025. Fresh full fat cow milk continues to represent the most volume sales, as it is a staple product. However, this has resulted in category saturation and limited opportunities for expansion, with the exception of the minor goat milk segment.

Sales of baby food registered slow growth in current value terms in 2025, while volume sales continued to show a declining trend. The consumer base for this category is gradually diminishing, with low levels of population growth.

Yoghurt and sour milk products saw moderate current value growth in Lithuania in 2025, with yoghurt particularly protein-enriched products contributing to overall volume performance.

Butter and spreads registered only minimal current value growth and a decline in volume sales in 2025. While sales of butter remain positive, the dwindling popularity of cooking fats and margarines and spreads negatively affected overall category performance.

Current value sales of dairy products and alternatives rose only modestly in Lithuania in 2025.

Plant-based dairy continued to register positive performance in current value terms in Lithuania in 2025, volume sales saw some decline.

The report examines the economic landscape of Lithuania and provides information on major monetary indicators, foreign trade and government finance. The economy expanded in real terms in 2024, driven by private consumption, government spending, investments. However, global economic slowdown, rising geopolitical tensions and economic fragmentation as well as tight financial conditions pose risks to the country’s economic outlook.

Sugar confectionery in Lithuania is expected to see minimal growth in retail volume terms in 2025, in light of ongoing concerns over the health impacts of excessive sugar intake. Perceived old fashioned, products such as boiled sweets and toffees, caramels and nougat continue to decline, as they are considered to contain an excessive amount of sugar in each portion. Consumers are also concerned about the impact of these products on dental health, and as such, are increasingly avoiding eating suc

Retail sales of chocolate confectionery in Lithuania are expected to increase significantly in current value terms in 2025, despite a sharp decline in volume. This trend is largely driven by substantial price increases, fuelled by rising costs of key raw materials, such as cocoa and sugar. As prices climb, consumers are shifting their allegiance towards other types of snacks, especially as cost remains the dominant factor influencing sales. By contrast, strategies such as eco-friendly ingredient

Retail sales of gum in Lithuania are expected to show positive growth in current value terms in 2025, although this is largely driven by price inflation rather than a real increase in demand. Volume growth has stalled and the category also suffers from a lack of innovation and significant new product launches. One notable trend is a slight shift towards larger formats, such as bottles and pouches, compared to traditional smaller packs.

The market for sweet biscuits, snack bars, and fruit bars in Lithuania is expected to remain flat in retail volume terms in 2025, continuing the stagnation observed in the previous year. The category remains under pressure from price inflation, significantly influenced by rising costs of key raw materials such as cocoa. As a result, shrinkflation has become a common strategy - for example, packs of cookies have been reduced to 136g to avoid noticeable price hikes, although per-unit pricing conti

Retail sales of savoury snacks in Lithuania are expected to continue their downward trajectory in 2025, with major categories, such as potato chips, facing stagnation. This comes despite efforts by market players to retain market share through frequent product launches - primarily brand extensions – as exemplified by Lay’s collaboration with Pizza Hut to introduce a range of new pizza flavours. This trend has not been limited to potato chips. Other savoury snacks categories, such as popcorn, are

The number of households is set to slightly decrease, while the average household size will remain unchanged in Lithuania over 2024-2029. Single person households will remain the dominant household type but the fastest household expenditure growth is forecast to be recorded by extended ("other") households. In addition, the share of households living in urban areas is projected to expand to 71.6% by 2029.

Although retail sales of snacks in Lithuania are expected to show robust growth in current value terms in 2025, this is primarily due to price inflation - particularly in chocolate confectionery. Global cocoa prices have surged due to poor harvests and disease in major producing countries, such as Ghana and the Ivory Coast. As a result, categories dependent on chocolate, such as chocolate confectionery and chocolate-coated biscuits, are experiencing a decline in volume sales.

Retail volume sales of ice cream in Lithuania are expected to continue growing in 2025, boosted by favourable weather conditions. Warmer conditions in March and April 2025 contributed to an early start to the season, although a cooler May slightly dampened momentum. Nonetheless, summer is forecast to be hotter than average, supporting further growth. Despite this reliance on weather, producers are investing in consumer education and marketing to help reduce seasonality - particularly within the

Insight into income, wealth and expenditure of consumers and households is vital in helping businesses make strategic decisions with regards to which country (or even which region within a country) to enter, which consumer segment to target, which products or services to market, and at which price point. Other factors such as the size and expansion of the middle class and income inequality are also important in helping companies gauge the potential of a country market.

Following the lacklustre performance of the previous year, sales of alcoholic drinks in Lithuania showed positive volume growth in 2024. This was primarily driven by the strong performance of beer, supported by favourable excise tax policies and a warm summer season. Price increases were modest, having already risen significantly during the 2022–2023 period.

In 2024, beer volume sales experienced positive growth in Lithuania, following a decline in the previous year. This was driven by favourable excise tax policies that helped keep prices competitive, alongside warm summer weather, since beer is widely consumed when socialising in outdoor settings. Renewed consumer confidence, supported by a stable Lithuanian economy, also contributed to this improved performance.

Volume sales of spirits in Lithuania continued to decline in 2024, largely driven by increased excise taxes that pushed prices higher, making these products less accessible for price-sensitive consumers. This, combined with shifting consumer preferences away from neat spirits – such as shots - towards lighter, mixed drinks and cocktails, contributed to the reduction in overall spirit consumption.

Wine performed well in Lithuania 2024, having benefitted from a favourable summer season. Lithuanians show a strong preference for lighter wines, including sparkling wines, which are often used in popular cocktails such as Aperol spritz. Overall, there is a noticeable shift towards white and sparkling wines, as younger consumers tend to favour these lighter options over heavier red varieties.

Cider/perry sales declined in Lithuania in 2024, primarily due to the waning popularity of perceived old-fashioned products such as Fizz (Volfas Engelman AB) and Kiss Svyturys Utenos Alus UAB), typically made by blending apple or pear juice with alcohol. Additionally, cider/perry faces increasing competition from alternatives such as flavoured beer, white and sparkling wine, and spirit-based cocktails.

Volume sales of RTDs in Lithuania remained stagnant in 2024. The category continues to struggle with a negative perception rooted in past associations with cheap, high-sugar products. This reputation, combined with a relatively limited product selection - especially when compared to beer and wine - has held back wider adoption.