Lithuania

In 2023, colour cosmetics drove strong double-digit retail value growth, driven by rising price points. Retail volume growth was positive in areas such as eye make-up, BB/CC creams and lip gloss, with sales driven by a return to pre-pandemic routines…

As Lithuania emerged from the pandemic in 2023, retail tissue underwent a period of adjustment, navigating the new normal. Amidst this transition, certain products like toilet paper, regarded as household staples, remained relatively stable,…

Price inflation has softened in 2023, providing a welcome relief for consumers. Air care registered double-digit current value growth and steady volume growth reflecting the significance of this product area. Spray/aerosols is the main category in…

Toilet care posted strong retail volume and current value growth in 2023, aided by strong promotional activity from key players, including Bref from Henkel AG & Co KGaA. Since the COVID-19 pandemic, daily hygiene standards have risen with more…

Home insecticides witnessed a strong rebound in sales following a catastrophic season in 2022. Since home insecticides are mainly a seasonal, functional product, the main driver of volume sales each year is the size of the insect population. In 2023,…

Dishwashing continues to enjoy a solid performance in Lithuania, mainly due to strong growth in automatic dishwashing where volume sales increased sharply in 2023. Dishwasher penetration has increased steadily over the review period fuelling demand…

Whilst RTD coffee sees positive off-trade volume growth, the category is mostly uninteresting for consumers in Lithuania, with overall volumes sold remaining minimal. RTD coffee faces direct and strong competition from hot brewed coffee and energy…

Energy drinks is the other robustly performing category, along with sports drinks. Whilst energy drinks took a hit during the pandemic lockdowns, off-trade volume growth has followed a most positive trajectory over the review period and this…

Lithuania has a solid coffee-drinking culture, and its popularity far outweighs tea drinking. Traditionally, tea was normally consumed as an addition to the daily intake of hot drinks. However, its popularity waned across the review period as the…

In 2023, while retail value growth was positive in hot drinks, boosted by high price points, retail volume declined for the third consecutive year. Economic uncertainty continued to shape purchasing decisions, with consumers readjusting their budgets…

Volume sales of cider/perry plummeted in Lithuania during 2023 due to strong preference for alternatives. Consumers are put off from buying cider due to its high sugar content, a feature that even self-indulgent consumers tend to avoid. With…

In 2023, sun care saw double-digit retail value growth and positive retail volume growth in Lithuania. The weather during the year was warm for longer, leading people to spend more time outside. This partnered with rising knowledge and concern…

In 2023, sales demonstrated another outstanding year in Lithuania with strong double-digit retail value growth and strong retail volume growth in all areas, bar men's mass fragrances and mass fragrance sets/kits.

Surface care continues to benefit from the stronger attention to hygiene and cleaning habits that emerged during the COVID-19 pandemic. Consumers are seeking greater convenience with spray formats gaining popularity over other cleaners. Current value…

Following the soaring prices seen in home care during 2022, unit price growth has stabilised in 2023 and current value sales are slowing. Nevertheless, Lithuanians still face financial challenges in 2023, such as rising interest rates, which is…

Sports drinks is seeing robust off-trade volume growth, bucking the general trends which are suppressing sales in soft drinks as a whole. Sales in sports drinks are supported by consumers returning to gymnasiums and other sporting activities in the…

The year 2023 was a challenging for beer in Lithuania where volume sales in the both the off-trade and on-trade declined. Retail sales of beer fell into decline due to price inflation and concerns regarding the economy. On-trade beer volumes started…

In 2023, sales of deodorants rose following the full lifting of COVID-19 restrictions in Lithuania. As such, an increase in social and professional interactions drove motivation for consumers to maintain a fresh and clean scent.  While deodorant…

Juice sales continue to decline in Lithuania, due to such products losing their perceived “healthy” image due to high sugar content, along with high prices placing downwards pressure on demand. Traditionally, juice had been perceived as a “healthier”…

Bottled water is generally seen as a more “premium” niche in Lithuania, due to the high quality of the tap water in the country. This means that consumers do not typically add bottled water to their shopping lists as a necessity and, in this sense,…