Competitive Landscape
Maxima Narrows Gap with Pampers as Private Label Rises
Wipes in Lithuania in 2025 display a moderately concentrated structure, with the top two players, Maxima LT UAB and The Procter & Gamble Co, each holding just over 16% retail value share. Over the past five years, the landscape has shifted from a clear branded dominance, Procter & Gamble held 21% in 2020, towards greater balance as Maxima more than doubled its share from 8% in 2020.
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Overview:
Understand the latest market trends and future growth opportunities for the Wipes 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.
If you're in the Wipes 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 Wipes 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 Wipes in Lithuania?
- Which are the leading brands in Wipes in Lithuania?
- How are products distributed in Wipes in Lithuania?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Wipes products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Wipes in Lithuania - Category analysis
Key Data Insights
Maxima’S Frequent Deep Discounts Transform How Wipes Are Bought
Maxima’S Frequent Deep Discounts Transform How Wipes Are Bought
Baby Wipes Are Used by All Age Groups as Adult Formats Lag
Wet Wipes Challenges Bambo as Premium Offers Rely on Discounts
Consumers Shift to Adult Use as Baby Demand Shrinks
Moist Toilet Paper Gains Ground as Innovation Stalls
Retailers’ Heavy Promotions Reshape Purchasing and Brand Loyalty
Maxima Narrows Gap with Pampers as Private Label Rises
Maxima’S Deep Discounts Anchor Shopper Loyalty to Supermarkets
Online Platforms Capture Share as Shoppers Seek Convenience and Deals
Discounters and Convenience Stores Win on Value and Proximity
Tissue and Hygiene in Lithuania - Industry Overview
Maxima Drives Affordable Bulk Buying through Frequent Deep Discounts
Key Data Insights
Maxima Drives Affordable Bulk Buying through Frequent Deep Discounts
Private Label Premiumises Nappies as Shoppers Prioritise Value
Private Label Expands into Premium Lines as Shoppers Embrace Quality at a Lower Price
Grite and Private Label Shape Future Tissue Sales as Brand Loyalty Fades
Maxima Lt?Uab and Grigeo Grigeo Grigiskes Ab Drive Gains as Private Label Reshapes Competitive Dynamics
Maxima Leverages Deep Promotions to Reinforce Supermarket Dominance
Retail E-Commerce Accelerates as Promotion Cycles Shift Shopper Behaviour
Country Reports Disclaimer
The following categories and subcategories are included:
Wipes
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
Wipes
This is the aggregation of personal wipes and household cleaning wipes
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Wipes research and analysis database.
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