In the year 2023, tissue and hygiene products sales in Lithuania experienced a gradual return to normalcy as the effects of the pandemic began to subside. However, despite this transition, the product area faced persistent challenges stemming from economic pressures and evolving consumer preferences.
The reduction in prices for Rx adult incontinence products effective from July 2023 injected renewed momentum into sales within this category, presenting both opportunities and obstacles for retail alternatives. Notably, there was a notable uptick in consumer acceptance of light adult incontinence products, demonstrating a shift in perception and utilisation akin to their heavy/moderate counterparts.
Within the competitive landscape, Maxima embarked on a strategic shift towards branded products with the introduction of Peppins, possibly in response to challenges encountered with existing private label lines such as Favorit and Optima Linija in diaper sales. Meanwhile, Grigeo, a prominent player in the retail tissue area, ventured into proprietary branded products with the launch of Oopsies, navigating a highly competitive environment characterised by the dominance of global majors and the proliferation of private label.
In 2023, there was a surprising resurgence of brick-and-mortar retail outlets, marking a notable shift away from the dominance of e-commerce platforms that flourished during the pandemic. Consumers exhibited a preference for traditional in-person shopping experiences over online transactions, contrary to earlier predictions.
Tissue and hygiene in Lithuania, with the exception of adult incontinence products, faces challenges in identifying avenues for significant growth in the forecast period. The growth potential for adult incontinence lies primarily within the Rx channel, where strong state intervention regulates pricing and supports market expansion.
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Tissue and Hygiene
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.
See All of Our DefinitionsThis report originates from Passport, our Tissue and Hygiene research and analysis database.
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