Other hot drinks in Lithuania, including chocolate-based powdered drinks and plant-based alternatives, remain niche compared with coffee and tea. Chocolate-based powders, led by Nesquik, dominate sales, particularly among children, although parental concerns over sugar content are shaping product claims towards added nutrients and functional benefits. Strong seasonal demand limits consumption, while innovation remains constrained. Flavour experimentation, including the incorporation of spices, a

Demand for hot drinks in Lithuania is being impacted by pricing pressures, evolving retail strategies, and changing consumer preferences. Coffee remains the hot beverage of choice, with premium formats such as fresh ground coffee pods and fresh beans gaining popularity, while instant coffee is declining in relevance. Functional teas are increasingly valued for their health benefits, whereas chocolate-based powdered drinks have seen reduced demand amid rising global cocoa costs and resulting pric

Demand for coffee in Lithuania is being impacted by pricing pressures and evolving retail strategies. Premium formats such as fresh ground coffee pods and fresh beans are gaining popularity, driven by coffee machine adoption and at-home premium experiences, while instant coffee is in decline Promotions remain crucial, though some retailers like Maxima are experimenting with everyday low prices. Online channels are expanding rapidly, offering convenience and ease of price comparison, while innova

Tea faces stagnant demand in Lithuania with coffee continuing to dominate consumer preferences. Mass-market black teas from Dilmah and Lipton lead sales, while fruit/herbal tea shows greater resilience, particularly functional varieties used for immunity, digestion, and relaxation. Innovation is limited, although local manufacturers are expanding into specialised functional teas. Supermarkets remains the primary distribution channel, while pharmacies play a key role for functional herbal teas, r

Although economic freedom is good and corruption is being tackled, political instability has increased and tensions with Eastern powers have grown. Inflation is rising and import dependence is very high, but the economy has accelerated and foreign investment could receive a boost. Depopulation is occurring, but solid incomes will support the consumer market. Rural areas need better digital infrastructure, but Lithuania is addressing cybersecurity shortfalls and e-commerce is progressing well.

Demand for breakfast cereals in Lithuania is being driven primarily by convenience and evolving health preferences. Consumers increasingly favour options such as muesli and granola, supported by brands highlighting functional benefits like high fibre, reduced sugar, and added protein. Single-serve cup formats are further boosting demand, offering portability and portion control. Children’s cereals is the fastest-growing category, despite persistent parental concerns over their high sugar content

Baked goods in Lithuania, especially bread, is facing growing competition from alternative sources of carbohydrates, such as pasta, rice, and grains. Within this context, value growth is supported by interest in artisanal and global-style breads, including tortillas, ciabatta, and other specialty loaves, as well as indulgent freshly baked pastries. Health and wellness trends continue to shape demand, with higher-grain, seed-enriched, and lower-sugar breads gaining popularity. Frozen baked offeri

Rice, pasta, and noodles in Lithuania is showing divergent trends. Dried pasta appears largely stable, reflecting a mature market, while instant noodles - particularly premium lines such as Kauno Grudai’s Yakisoba - remains more dynamic, driven by convenience and rising interest in Asian-inspired flavours. Consumer education is gradually shifting perceptions around carbohydrates, with wholegrain pasta increasingly accepted as part of a balanced diet. The competitive landscape is led by Daisena U

Demand for processed fruit and vegetables in Lithuania is constrained by ongoing saturation and strong competition from fresh and frozen alternatives. Seasonal factors, such as cold summer temperatures, have also affected key products like processed beetroot, a staple ingredient in the traditional cold soup, Šaltibaršciai. Shelf stable beans is the fastest-growing category supported by rising interest in global cuisines and strong promotions. Private label offerings, particularly Maxima’s Well D

Consumer demand for staple foods in Lithuania is expected to remain largely stagnant in 2025. Most key categories are saturated and consumers remain highly price-sensitive, although quality continues to be a central consideration. Convenience and indulgence are key priorities, with chilled processed poultry, packaged pastries, and instant noodles performing especially well. Health considerations are shaping new product development in baked goods and processed meats, although children’s breakfast

Retail sales of processed meat, seafood and alternatives to meat in Lithuania are driven primarily by chilled and frozen products that align with rising consumer preferences for fresher, higher-quality and easy-to-prepare meals. An unusually cool summer depressed seasonal barbecue favourites - sausages, burgers and marinated meats - underscoring weather’s impact on demand. Chilled processed poultry is the fastest-growing category, supported by an expanding range of ready-to-cook products from ma

While a poor summer impacts demand for key condiments such as ketchup in 2025, the popularity of Asian cuisine has made soy sauce increasingly appealing to consumers. Going forward, to reignite consumer interest in a saturated market, manufacturers are expected to introduce new, more sophisticated offerings.

In 2025, the edible oils market in Lithuania is experiencing steady, moderate growth as unit prices stabilise. Olive oil is seeing the strongest volume growth, supported by declining prices, its well-documented health benefits, and the popularity of Mediterranean cuisine.

In 2025, value growth is driven by both rising prices and organic expansion. Recording the highest growth, jams and preserves continue to hold a prominent place in Lithuanians’ daily diets. However, home preparation continues to limit further market potential.

Cooking ingredients and meals in Lithuania continues its upward trajectory in 2025. Price inflation is relatively mild compared to the 2022–2024 period, allowing consumers to plan purchases with greater confidence and less concern about rising costs. Nevertheless, general price increases remain an important consideration, particularly during the second half of the year when some market players reacted to fluctuations in global commodity prices, such as cocoa.

Growth in 2025 continues to be supported by the convenience of meals and soups; however, further expansion is constrained by health and wellness concerns and the perception that they are lower in quality and less nutritious.

This report assesses the business environment in Lithuania, focusing on the regulatory environment, stability of the financial system, FDI intake, labour market flexibility and skillset, trade openness, mobility infrastructure, ICT adoption and innovative capabilities. Companies can evaluate these factors to understand the strengths and weaknesses of a country’s business environment for better strategic investment decisions.

Sport nutrition in Lithuania is expected to register dynamic growth in current value terms in 2025, continuing the positive trend of recent years. Rising participation in sporting activities across age groups is expanding the consumer base, while significantly higher unit prices - most notably in protein powders - are providing an additional boost to value sales. Amateur athletes are consistently seeking new ways to optimise their fitness routines, adopting an expanding selection of offerings. R

Following a pandemic-driven spike in demand, retail sales of herbal and traditional products in Lithuania are set to stagnate in current value terms in 2025. Shoppers have normalised their wellness routines, become more price-conscious, and shifted routine purchases online. Competition among major chains - such as Eurovaistine, Camelia, and BENU - remains intense, prompting ongoing promotions and loyalty incentives, with pharmacy traffic still the primary driver even as digital channels expand.

Retail sales of cough, cold and allergy (hayfever) remedies in Lithuania are set to continue rising in current value terms in 2025. A severe respiratory season kept cold and flu symptoms elevated and prolonged demand for combination products, decongestants, and pharyngeal preparations well beyond the usual winter peak. Regulatory changes have also influenced the market: pholcodine cough syrups were withdrawn from the EU, and new precautions for pseudoephedrine were introduced, nudging some shopp

Lithuania’s digestive remedies market is expected to continue expanding in current value terms in 2025, as shoppers trade up within indigestion and heartburn remedies, supported by recovering real incomes. At the same time, omnichannel pharmacies are offering same-day courier services and parcel-locker networks, facilitating the replenishment process. Low-dose proton pump inhibitors (PPIs) are available without prescription and are actively promoted by major e-pharmacies, strengthening the self-

Retail sales of analgesics in Lithuania will continue to rise in current value terms in 2025. The 2024-2025 flu season was broadly typical, albeit with some peculiarities, such as a higher-than-usual mortality rate, which kept. demand for systemic analgesics elevated through winter and into spring. Everyday pain and fever are most commonly treated with adult ibuprofen, alongside child-friendly syrup formulations, while adult acetaminophen has seen slower-than-average growth and adult aspirin con

Lithuania’s dermatologicals market is set to continue to expand in current value terms in 2025, with growth concentrated in vaginal antifungals, topical allergy remedies/antihistamines and cold sore treatments. These products are easy for consumers to select independently at major pharmacy chains, such as Eurovaistine, Gintarine, Camelia and BENU, whether in-store or online. Information pages on brand websites (such as Canesten) reinforce the guidance given by pharmacists and help shoppers follo

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 ga