Lithuania

With COVID-19 restrictions lifted, sales of wound care in Lithuania heightened as consumers were back to previous active lifestyles. This is especially true for children, boosting sales of basic products for small injuries and cuts. Compeed branded…

The main consumers of breakfast cereal in Lithuania remain children; however, RTE cereals do not have a good reputation among parents in the country and they are not perceived as a healthy option for breakfast due to their high sugar content. Brand…

Sweet spreads is expected to register moderate current value and volume growth in 2023, despite high inflation. While home-made jams and preserves are still popular in Lithuania, with the price of sugar and fruit increasing, it can be more economical…

2023 marks the final year that the outbreak of COVID-19 impacts results. Product areas that gained sales due to the COVID-19 pandemic are returning to purchasing levels and behaviours seen before 2020. Similarly, those negatively impacted by the…

Ice cream sales are bouncing back in 2023 following a disastrous performance in the year prior, when the summer was much colder than normal and impulse purchases reduced substantially. Consequently, ice cream manufacturers were unable to fulfil their…

RX/reimbursement adult incontinence in Lithuania experienced significant growth in 2023, largely driven by state support and legislative changes. The decrease in prices for Rx products by 20-30% from July 1, 2023, provided a substantial boost to…

Staple foods in Lithuania has been less impacted by the economic uncertainty than other packaged food categories in 2023. The price inflation of 2022 due to the rising cost of logistics, raw materials and packaging, slowed significantly in 2023,…

Cheese recorded stagnant retail volume growth in Lithuania during 2023, although value growth was still exceptional in current terms as the impact of high inflation boosted unit prices and value sales significantly, albeit at a slower pace than…

In 2023, chocolate confectionery is witnessing muted growth in retail volume terms, with the economy slowing down and entering a technical recession in the first half of the year. Inflation remains high, but the economy is stable and hence consumer…

The war in Ukraine has had a profound impact on grocery retailers in Lithuania during 2022. As a result of the conflict, grocery prices have increased significantly, and the consumer base has grown due to refugees from Ukraine. This has led to an…

In a similar vein to vitamins, dietary supplements saw positive performances in Lithuania in 2023. New consumption habits with regard to preventative health measures have added momentum to sales. However, sales have been somewhat dampened by the…

Before the pandemic, direct selling vendors were making efforts to improve their digital presence by providing both social media communication and e-commerce services in order to meet the demands of their customers and remain relevant. This shift to…

In 2023, mass beauty and personal care products continued to drive the bulk of sales in Lithuania. Although retail value and volume growth is much lower than growth registered by the premium segment, mass items remain the core products demanded,…

Baby and child-specific products in Lithuania recorded positive retail value growth in 2023, with positive retail volume growth in most areas, particularly sun care and hair care. The category has a very concrete consumer base, and when it comes to…

The dermatologicals landscape is experiencing a downward momentum in some categories, which have found themselves losing share and importance following the outbreak of COVID-19. Topical Germicidals/Antiseptics is one of the categories which is set to…

Retail volume sales of gum have been restored after the losses suffered during the COVID-19 pandemic, with sales coming back to more stagnant growth in 2023. By comparison, current value growth continued in double-digits thanks to retail price…

Inflation has had an impact on consumer behaviour, leading them to become more cautious about their spending, with essential goods taking priority during 2022. Moreover, discounters serve as a major driver of retail offline, thanks to their best…

Bread consumption continues to decline in Lithuania in 2023 due to the growing health and wellness trend and consumers reducing their carbohydrate intake. The health and wellness trend has been gathering pace in Lithuania in recent years and has even…

Although Lithuania enjoys economic freedom and solid state finances, relations with neighbours have worsened and add to uncertainty. The economy has been hindered by the highest inflation rate in the eurozone and output growth could enter negative…

The digestive category is not very active within Lithuania. Despite this, in 2023, sales are returning to a pre-pandemic state. Proton pump inhibitors are gaining a share, which was lost by H2 blockers, with brands such as Nolpaza doing well in this…

During 2023, baby food Lithuania registered moderate positive sales growth in retail volume terms, while value sales increased strongly as a result of inflation and subsequent unit price increases. The main reason for the positive developments in the…

Sugar confectionery is registering a good performance in 2023, despite the ongoing threat of price inflation. On balance, sugar confectionery is not a popular choice of snack in Lithuania, and in terms of volume sales it is ahead of only gum in…

Snacks is witnessing a rebound in retail volume sales in 2023, following a sizeable decline in 2022 caused in large part by the downturn in ice cream sales. The sharp rise in price inflation seen in 2022 is slowing somewhat, but its impact continues…

Savoury snacks is expected to see retail volume sales stagnate in 2023 due to the negative impact of price inflation, which is forcing consumers to rethink purchasing decisions. As in 2022 when inflation soared, manufacturers continue to apply heavy…

The cigarillos category did not see much positive activity in Lithuania in 2023. The major competitive battles are fought outside this category, leaving it with little attention from market players and consumers. However, the government did not…

In 2023, beauty and personal care in Lithuania saw positive retail value growth, driven by price inflation and a heightened demand for products following a return to socialising post-COVID-19. While inflation was present, price increases were lower…

2023 was a positive year for sales of vitamins in Lithuania. Following the outbreak of COVID-19, new habits have formed in the country, with consumers keen to take care of their immune systems, with a solid and growing focus on preventative health…

Other dairy registered static retail volume growth in 2023 as reasonably consistent demand was seen in the most important other dairy categories of cream, fromage frais and quark and chilled snacks, where the traditional product sureliai holds sway.…

Butter recorded positive retail volume growth in Lithuania during 2023 after retail volume sales in the category fell over the course of 2022 in the face of high average unit price growth. However, falling unit prices in 2023 did mean negative value…

Herbal/traditional medicine is generally very popular in the Lithuanian market, covering local and international players. The landscape is a sizeable product area in Lithuania, and in 2023, despite soaring inflation caused by an energy crisis,…

Meals and soups is expected to register both current value and volume growth in 2023. With society fully opened up post pandemic, and consumers leading busy lives, they appreciate the convenience of meals and soups. Ready meals account for most value…

Due to the increasing number of online retailers and brands, a continually expanding network of lockers in the country, a variety of delivery methods, secure and convenient payment systems, and a growing pool of customers, retail e-commerce continued…

2023 saw further fluctuations in the retail volume sales performance of drinking milk products in Lithuania as demand contracted after positive growth was recorded in 2022. This followed a negative retail volume performance in 2021 after positive…

Plant-based dairy recorded a positive sales performance towards the end of the review period, although growth rates during 2022 and 2023 were considerably slower than what was registered earlier in the review period. While demand for plant-based…

Lithuania implemented strict lockdown measures until the spring of 2022, which meant that only essential stores were open for consumers. However, as summer arrived, there was a noticeable increase in traffic to offline stores, indicating a growing…

Despite seeing growth levels less than in 2022, 2023 has been a positive year for paediatric consumer health in Lithuania. In spite of soaring inflation caused by the energy crisis as a result of the war in Ukraine, paediatric consumer health will…

In 2023, e-vapour products in Lithuania continued to show strong growth. A significant number of consumers are shifting from regular cigarettes to alternatives perceived as less harmful, particularly single-use vaping devices and heated tobacco.…

Throughout 2023, away-from-home adult incontinence in Lithuania maintained a stable trajectory, despite encountering challenges in competing with the robust sales observed in the prescription (Rx) sector. Hospitals, serving as pivotal entities within…

Weight management is not traditionally a first choice for consumers in Lithuania regarding weight management or losing weight. Competition from sports nutrition, healthier diets and exercise plans, are all challenges to sales, hampering results.…

Negative overall retail volume growth was recorded across dairy products and alternatives in 2023 as the industry saw falling demand as a result of high inflation and significant unit price increases at a time of significant increases being seen in…

Cooking ingredients is expected to register moderate current value growth, but volume growth is expected to be minimal. Continuing economic uncertainty as a result of Russia’s invasion of Ukraine, the meteoric rise in inflation and tightening…

Processed fruit and vegetables are not popular as Lithuanians prefer to consume fresh and home-made products rather than processed alternatives. Some preserved vegetables such as pickled products are very well received during the cold season, which…

Rice, pasta and noodles sales are seeing marginal volume growth in 2023 as the key categories of dried pasta and rice are well received in Lithuania as both main and side dishes. Despite increasing concern about the consumption of carbohydrates…

Inflation continues to have an impact on sauces, dips and condiments in 2023, with both constant value and volume sales expected to fall. With consumers being increasingly price sensitive, there is a degree of trading down. For instance, the high…

Yoghurt and sour milk products registered a negative retail volume sales performance in 2023 and this can be attributed largely to the non-essential status of these products. Unlike cheese and drinking milk products, yoghurt has never been seen as an…

2023 marks the year when the cough and cold landscape is set to lose its uplift due to COVID-19, returning to a level closer to that seen pre-pandemic. Sales have continued to benefit from harsh seasonal colds and the flu season of 2022-2023.…

Volume sales of processed meat, seafood and alternatives are seeing further decline in 2023 as economic uncertainty is impacting consumers’ consumption patterns in the year. Packaged meat products are not perceived to be essential items, therefore…

The sweet biscuits, snacks bars and fruit bars category is showing slower growth in 2023, following a relatively strong performance during the pandemic years. While other areas on the snacks landscape saw a decline in sales during the pandemic,…