Tissue and hygiene in Lithuania witnessed steady value growth over 2024, despite rapidly cooling inflation. The consumption of key tissue products, notably toilet paper, is driven by demographic factors, with demand rising in 2024 due to a growing number of immigrants in the country. The war in Ukraine has led to an influx of migrants from Ukraine and Belarus, among other countries. Promotional efforts are key in tissue and hygiene, with most players relying on this marketing strategy to drive s...
Euromonitor International's Tissue and Hygiene in Lithuania report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they new product developments, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.
Product coverage: Away-from-Home Tissue and Hygiene, Retail Tissue and Hygiene, Rx/Reimbursement adult incontinence, Total Tissue and Hygiene.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
* Get a detailed picture of the Tissue and Hygiene market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.
- Tissue and Hygiene in Lithuania
- Euromonitor International
- May 2025
- List Of Contents And Tables
- TISSUE AND HYGIENE IN LITHUANIA
- EXECUTIVE SUMMARY
- Tissue and hygiene in 2024: The big picture
- 2024 key trends
- Competitive landscape
- Retail developments
- What next for tissue and hygiene?
- MARKET INDICATORS
- Table 1 Birth Rates 2019-2024
- Table 2 Infant Population 2019-2024
- Table 3 Female Population by Age 2019-2024
- Table 4 Total Population by Age 2019-2024
- Table 5 Households 2019-2024
- Table 6 Forecast Infant Population 2024-2029
- Table 7 Forecast Female Population by Age 2024-2029
- Table 8 Forecast Total Population by Age 2024-2029
- Table 9 Forecast Households 2024-2029
- MARKET DATA
- Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
- Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024
- Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2020-2024
- Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2021-2024
- Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2019-2024
- Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2019-2024
- Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2024
- Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2024-2029
- Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2024-2029
- DISCLAIMER
- SOURCES
- Summary 1 Research Sources
- MENSTRUAL CARE IN LITHUANIA
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Menstrual care sees lacklustre performance with sales mainly shaped by shifts between products
- The Procter & Gamble Co is the standout player
- Modern channel leads in terms of value share
- PROSPECTS AND OPPORTUNITIES
- Muted current value growth forecasted with slight volume decline
- Slim towels to maintain dominance
- Lack of innovation will stifle growth
- CATEGORY DATA
- Table 19 Retail Sales of Menstrual Care by Category: Value 2019-2024
- Table 20 Retail Sales of Menstrual Care by Category: % Value Growth 2019-2024
- Table 21 NBO Company Shares of Retail Menstrual Care: % Value 2020-2024
- Table 22 LBN Brand Shares of Retail Menstrual Care: % Value 2021-2024
- Table 23 Forecast Retail Sales of Menstrual Care by Category: Value 2024-2029
- Table 24 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2024-2029
- NAPPIES/DIAPERS/PANTS IN LITHUANIA
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Challenging year for nappies/diapers/pants
- Private label is taking on incumbent brands
- Purchases mainly undertaken at modern retailers
- PROSPECTS AND OPPORTUNITIES
- Challenging outlook amid demographic shifts
- Retailer strategies and private label dynamics
- Targeting older kids will fuel the innovation pipeline
- CATEGORY DATA
- Table 25 Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
- Table 26 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024
- Table 27 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2020-2024
- Table 28 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2021-2024
- Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2024-2029
- Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2024-2029
- RETAIL ADULT INCONTINENCE IN LITHUANIA
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Signs of stabilisation following rapid expansion of Rx supply
- Essity AB holds its strong lead
- Pharmacies garner three-quarters of value sales
- PROSPECTS AND OPPORTUNITIES
- Muted growth amid pressure from Rx products
- E-commerce sales are well developed
- Innovation focuses on creating underwear styles
- CATEGORY DATA
- Table 31 Sales of Retail Adult Incontinence by Category: Value 2019-2024
- Table 32 Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024
- Table 33 NBO Company Shares of Retail Adult Incontinence: % Value 2020-2024
- Table 34 LBN Brand Shares of Retail Adult Incontinence: % Value 2021-2024
- Table 35 Forecast Sales of Retail Adult Incontinence by Category: Value 2024-2029
- Table 36 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2024-2029
- RX/REIMBURSEMENT ADULT INCONTINENCE IN LITHUANIA
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Growth stabilises over 2024
- Tena and Seni are the principal choice in Rx
- Pharmacies are the only channel for acquiring prescriptions
- PROSPECTS AND OPPORTUNITIES
- Reliance on Rx support is expected to increase
- Moderate/heavy products in higher demand
- Pharmacies will remain key distribution channel
- CATEGORY DATA
- Table 37 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2019-2024
- Table 38 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2019-2024
- Table 39 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2024-2029
- Table 40 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2024-2029
- WIPES IN LITHUANIA
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Slowdown in demand for wipes
- The Procter & Gamble Co holds its leading position
- Modern retailers gain share in wipes
- PROSPECTS AND OPPORTUNITIES
- Mixed results for the wipes category
- E-commerce faces growth potential
- Demand for value will put innovations on the backburner
- CATEGORY DATA
- Table 41 Retail Sales of Wipes by Category: Value 2019-2024
- Table 42 Retail Sales of Wipes by Category: % Value Growth 2019-2024
- Table 43 NBO Company Shares of Retail Wipes: % Value 2020-2024
- Table 44 LBN Brand Shares of Retail Wipes: % Value 2021-2024
- Table 45 Forecast Retail Sales of Wipes by Category: Value 2024-2029
- Table 46 Forecast Retail Sales of Wipes by Category: % Value Growth 2024-2029
- RETAIL TISSUE IN LITHUANIA
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Affordability is key for Lithuanians
- Grigeo Grigiskes AB takes the lead
- Modern retailers is leading channel by some margin
- PROSPECTS AND OPPORTUNITIES
- Muted growth for retail tissue
- Convenience and seasonality to drive sales of boxed and pocket tissues
- Resurgence of paper towels
- CATEGORY DATA
- Table 47 Retail Sales of Tissue by Category: Value 2019-2024
- Table 48 Retail Sales of Tissue by Category: % Value Growth 2019-2024
- Table 49 NBO Company Shares of Retail Tissue: % Value 2020-2024
- Table 50 LBN Brand Shares of Retail Tissue: % Value 2021-2024
- Table 51 Forecast Retail Sales of Tissue by Category: Value 2024-2029
- Table 52 Forecast Retail Sales of Tissue by Category: % Value Growth 2024-2029
- AWAY-FROM-HOME TISSUE AND HYGIENE IN LITHUANIA
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Slowdown in value sales performance
- Away-from-home adult incontinence performs well
- Importance of value and convenience
- PROSPECTS AND OPPORTUNITIES
- Economic considerations dictate outlook
- Steady demand for away-from-home tissue
- Cost-driven demand will shape the category
- CATEGORY DATA
- Table 53 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
- Table 54 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024
- Table 55 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2019-2024
- Table 56 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2024
- Table 57 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: Value 2024-2029
- Table 58 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: % Value Growth 2024-2029
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