In 2025, menstrual care in Lithuania experienced stagnation in retail volume, reflecting the underlying demographic stability in the consumer base. The total population in Lithuania was 3 million with minimal change compared to previous years, leading to a flat demand curve for menstrual care products. Retail volume sales stood at 246 million units, a slight decrease compared to 2024. However, retail value continued to rise, with current value sales reaching EUR29 million, marking a 3% increase

Away-from-home tissue and hygiene in 2025 is defined by major disruption in HoReCa channels following the removal of the VAT exemption for bars and restaurants. This policy shift directly raised prices for HoReCa outlets, leading to widespread closures and a significant reduction in footfall as consumers curtailed their visits. The immediate result is a decline in demand within HoReCa, with negative consequences for income generation and financial health across this channel. However, the broader

Tissue and hygiene in Lithuania demonstrates a stable performance in 2025, with value remaining nearly flat following the pronounced inflation-led growth seen across Eastern Europe in previous years. While overall value is supported by consumer spending rising to EUR45.9 billion, the environment is defined by a declining population, subdued birth rates and an expanding elderly demographic, which shifts demand patterns within the core products. Attractiveness in this area is moderate, with opport

In 2025, wipes in Lithuania experience a marginal value contraction, with retail value sales declining by -1% to EUR5.9 million. This represents a reversal from the rapid growth seen in 2022 and the moderate expansion in 2023, positioning Lithuania’s performance below that of Eastern Europe, where wipes sales are generally more resilient and supported by stronger demographic and income trends. The muted value trend in 2025 is not a result of weakening demand, but rather a consequence of consumer

In 2025, nappies/diapers/pants in Lithuania continued to experience a decline in retail volume, with sales falling to 69.4 million units, representing a decrease of 5% from the previous year. This contraction reflects the impact of ongoing demographic changes, notably a sustained decline in birth rates and a shrinking consumer base. The downward trend in Lithuania mirrors broader patterns across Eastern Europe, where birth rates are low and population ageing is accelerating, in contrast to more

Retail tissue in 2025 is characterised by stagnation, with the total retail volume reaching 19,000 tonnes and growing by only 1% compared to 2024. Retail tissue's weak performance is attributed to saturation in its two largest categories, toilet paper and paper towels, both of which have reached maturity in terms of per capita consumption and leave little room for natural volume growth. Notably, the value generated by retail tissue actually decreased by 1% to EUR93 million, a rare contraction di

Retail adult incontinence in Lithuania in 2025 is directly shaped by state regulation and the dynamics of prescription sales, with the retail channel essentially functioning as a supplementary outlet. Retail adult incontinence volume grew by 3% to 9 million units, while value at retail selling price declined by 3% to EUR3 million, reflecting price pressures from state reluctance to increase reimbursement and retail price points. Retail adult incontinence remains very affordable for consumers, as

In 2025, rx/reimbursement adult incontinence in Lithuania continues to post strong volume growth, reaching 38 million units, up 3% from the previous year. This growth is set against a backdrop of an ageing population, with those aged 65 and above increasing to 603,500 individuals in 2025, supporting ongoing demand expansion. Consumer expenditure also rose in 2025, hitting EUR45.9 billion, indicating improved purchasing power and willingness to invest in health-related products. The value sales m

In 2025, the laundry care market in Lithuania demonstrated slight growth in value terms, increasing by 1% to a retail value of EUR74.7 million. This growth can largely be attributed to market stability, with inflation rates decreasing in Lithuania in 2025, allowing consumers and companies to plan their activities with less stress. The median disposable income per household increased from EUR29,652 in 2024 to EUR31,320 in 2025, driving market growth through increased consumer purchasing power. As

The surface care market in Lithuania experienced minimal 1% growth in 2025, with retail value sales of EUR15.4 million. Market players are focused on maintaining their market share and participating in promotions, with major retailer Maxima regularly hosting 50% promo events. The median disposable income per household in Lithuania increased from EUR29,652 in 2024 to EUR31,320 in 2025, which likely accounted for the modest growth in the surface care market.

In 2025, the dishwashing category in Lithuania experienced 4% growth on the previous year, with retail sales of EUR18.2 million. The market is characterised by the growing demand for automatic dishwashing products, particularly tablets, as consumers become increasingly aware of the convenience and hygiene benefits offered by dishwashers. Although hand dishwashing remained the largest category in 2025, accounting for EUR11.1 million in retail value sales, automatic dishwashing was the fastest-gro

In 2025, the bleach category in Lithuania experienced growth of 2% to reach retail value sales EUR24,900. This stagnation can be attributed to consumers increasingly seeking alternatives to bleach-based products due to health and wellness concerns, indicating a shift in consumer preferences towards safer and more environmentally friendly products. Companies have responded to this trend by releasing numerous less harmful options in laundry and surface care, leading to a decline in demand for blea

In 2025, the polishes category in Lithuania experienced minimal 1% value growth despite volume decline, with retail sales of EUR2.4 million. As formal and informal fashions are moving away from carefully polished shoes, sales of shoe polish are shifting to specialised footwear stores, introducing a premiumisation trend that justifies higher prices. The median disposable income per household in Lithuania increased from EUR29,652 in 2024 to EUR31,320 in 2025, and inflation rates stabilised, indica

The toilet care category in Lithuania increased in current value terms by 2% to EUR5.3 million. The inflation rate decreased significantly compared to previous years, providing a relatively stable economic backdrop to facilitate category growth. The median disposable income per household in Lithuania increased from EUR29,652 in 2024 to EUR31,320 in 2025, indicating a growth in consumer spending power as companies launch new products.

The air care market in Lithuania is characterised by stagnation, with retail value sales increasing by 1% to EUR11.8 million in 2025. Despite the slight value increase, volume sales declined, suggesting that premiumisation is driving growth in this category. The majority of Lithuanian consumers tend to avoid extra scents in the home, especially amidst environmental concerns relating to spray/air fresheners. The median disposable income per household in Lithuania increased from EUR29,652 in 2024

In 2025, the home insecticides market in Lithuania experienced a significant 12% decline in sales to EUR1.7 million. This decline can be directly attributed to the weather factor, as the cold summer of 2025 resulted in a lower number of insects, consequently reducing the demand for insecticides. The median disposable income per household increased from EUR29,652 in 2024 to EUR31,320 in 2025, and inflation stabilised. This indicates a relatively stable economic situation for consumers, which coul

The home care market in Lithuania is characterised by moderate value growth in 2025, driven by steady demand in laundry care and the increasing popularity of dishwashers. Despite being largely saturated, the market presents opportunities for growth through innovation and consumer education, particularly in automatic dishwashing and dishwashing additives. To succeed, brands should focus on developing convenient and multifunctional products, such as sprays and tablets, and investing in consumer ed

Demand for bottled water in Lithuania is set to decline sharply in 2025 due to an unusually cold summer, highlighting the category’s dependence on warm weather. Functional bottled water remains popular amongst health-conscious urban consumers, while still mineral water continues to be valued for its perceived quality and post-workout benefits. However, price sensitivity and the limited need for premium water, due to the high quality of tap water in urban areas, have hindered sales. Moving forwar

Demand for carbonates in Lithuania has been impacted by a cold summer and intensified competition from energy drinks and functional bottled water. Traditional tonic water is also showing signs of waning demand. Consumers are increasingly turning to reduced-sugar and sugar-free variants, while regulatory changes, such as the forthcoming sugar tax, due to be implemented in January 2026, are expected to raise prices for high-sugar offerings and further shift preferences towards healthier alternativ

Demand for RTD tea in Lithuania continues to decline, due to its high-sugar reputation and the unusually cold summer, which reduced on-the-go and outdoor consumption. The category faces strong competition from carbonates, energy drinks, and functional bottled water, limiting its ability to broaden its appeal to a broad consumer base. While kombucha maintains niche popularity due to its probiotic and wellness benefits, overall visibility remains low. The 2026 sugar tax is expected to increase pri

The soft drinks industry in Lithuania has been hit by an unusually cold summer and creeping inflation, weakening seasonal demand and prompting retailers to rely on promotions to drive sales. Traditional categories like juice and carbonates have lost traction, while energy drinks, functional bottled waters, and kombucha are attracting consumer attention, thanks to their added-value properties. There has also been a clear shift towards lower-sugar and wellness-focused options, a trend set to acce

Demand for RTD coffee in Lithuania will remain modest in 2025, constrained by limited shelf space, unseasonably cold summer weather and ongoing concerns over product quality. The category faces strong competition from energy drinks, which offer greater variety and visibility, while hot coffee is perceived as offering a fresher, more authentic experience. During the forecast period, limited innovation and marketing investment will further restrict appeal, while the 2026 sugar tax may raise retail

Demand for concentrates in Lithuania is expected to remain stagnant in 2025, as consumers increasingly opt for ready-to-drink beverages offering greater convenience. Powder concentrates are gradually disappearing from retailers’ shelves, while liquid concentrates have benefited from the development of products with a more premium positioning, such as health-oriented syrups. The upcoming 2026 sugar tax may raise prices on high-sugar products, prompting shifts towards lower-sugar or functional var

Demand for juice in Lithuania continues to decline, driven by higher prices due to global orange shortages and limited consumer understanding of juice variants. Health concerns, particularly over sugar content, are shifting households towards lower-sugar or alternative beverages. Not-from-concentrate 100% juice remains a resilient niche, while mainstream offerings face competition from sugar-free carbonates, functional drinks, and energy beverages. The 2026 sugar tax is expected to further incre