Report cover image

Tissue and Hygiene in Lithuania

Publisher Euromonitor International
Published Apr 29, 2026
Length 104 Pages
SKU # EP21171734

Description

Tissue and hygiene in Lithuania demonstrates a stable performance in 2025, with value remaining nearly flat following the pronounced inflation-led growth seen across Eastern Europe in previous years. While overall value is supported by consumer spending rising to EUR45.9 billion, the environment is defined by a declining population, subdued birth rates and an expanding elderly demographic, which shifts demand patterns within the core products. Attractiveness in this area is moderate, with opport...

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 2021-2025, 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 2030 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.

Table of Contents

104 Pages
Tissue and Hygiene in Lithuania
Euromonitor International
April 2026
List Of Contents And Tables
TISSUE AND HYGIENE IN LITHUANIA
Executive Summary
Maxima Drives Affordable Bulk Buying through Frequent Deep Discounts
Key Data Insights
Industry Performance
Private Label Premiumises Nappies as Shoppers Prioritise Value
CHART 1 Tena Men Protective Boxer
Private Label Expands into Premium Lines as Shoppers Embrace Quality at a Lower Price
CHART 2 Value Sales 2020-2030
CHART 3 Value Sales by Category 2025
What's Next?
Grite and Private Label Shape Future Tissue Sales as Brand Loyalty Fades
CHART 4 Forecast Value Sales 2020-2030
CHART 5 Forecast Value Sales by Category 2025-2030
Competitive Landscape
Maxima Lt?Uab and Grigeo Grigeo Grigiskes Ab Drive Gains as Private Label Reshapes Competitive Dynamics
CHART 6 Company Shares 2025
CHART 7 Brand Shares 2025
Channels
Maxima Leverages Deep Promotions to Reinforce Supermarket Dominance
Retail E-Commerce Accelerates as Promotion Cycles Shift Shopper Behaviour
CHART 8 Retail Channels 2020-2025
Economic Context
CHART 9 Economic Context for Tissue and Hygiene
CHART 10 Real GDP Growth 2020-2030
CHART 11 Inflation 2020-2030
Consumer Context
CHART 12 Consumer Context for Tissue and Hygiene
CHART 13 Population 2020-2030
CHART 14 Consumer Expenditure 2020-2030
CHART 15 Population by Generation 2025
Country Reports Disclaimer
MENSTRUAL CARE IN LITHUANIA
Key Data Insights
2025 Developments
Retailers Drive Stockpiling with Frequent Promotions on Non-Food Essentials
Industry Performance
Carefree Plus Long and Value-Added Features Capture Consumer Demand
CHART 16 Carefree Plus Long
CHART 17 Value Sales 2020-2030
CHART 18 Volume Sales 2020-2030
CHART 19 Value Sales by Category 2025
What's Next?
Market Saturation Forces Value-Driven Innovation in Lithuania
Pantyliners Retain Top Position as Period Pants Seek Relevance
Added Value Features Entice Shoppers Amid Shrinking Population
CHART 20 Forecast Value Sales 2020-2030
CHART 21 Forecast Value Sales by Category 2025-2030
Competitive Landscape
The Procter & Gamble Co Leverages Brand Stability as Tampons Decline
CHART 22 Company Shares 2025
CHART 23 Brand Shares 2025
Channels
Supermarkets Expand Convenience and Drive Resupply Shopping
E-Commerce Gains Traction but Lags behind Physical Stores
CHART 24 Retail Channels 2020-2025
Economic Context
CHART 25 Economic Context for Menstrual Care
CHART 26 Real GDP Growth 2020-2030
CHART 27 Inflation 2020-2030
Consumer Context
CHART 28 Consumer Context for Menstrual Care
CHART 29 Population 2020-2030
CHART 30 Consumer Expenditure 2020-2030
CHART 31 Population by Generation 2025
Country Reports Disclaimer
NAPPIES/DIAPERS/PANTS IN LITHUANIA
Key Data Insights
2025 Developments
Convenience Drives Disposable Pants to Replace Traditional Nappies
Industry Performance
CHART 32 Disposable Pants Gain Share
Promotions and Premium Launches Make High-End Options Widely Accessible
CHART 33 Value Sales 2020-2030
CHART 34 Volume Sales 2020-2030
CHART 35 Value Sales by Category 2025
What's Next?
Retailers and Parents Drive Bulk Buying and Channel Shifts
Disposable Pants Extend Gains as Traditional Nappies Lose Ground
Eco Claims and Product Innovation Face Regulatory and Cost Hurdles
CHART 36 Forecast Value Sales 2020-2030
CHART 37 Forecast Value Sales by Category 2025-2030
Competitive Landscape
Lidl and Maxima Premiumise Private Label to Narrow the Gap
CHART 38 Company Shares 2025
CHART 39 Brand Shares 2025
Channels
Supermarkets and E-Commerce Shape Consumer Buying Patterns
CHART 40 Retail Channels 2020-2025
Economic Context
CHART 41 Economic Context for Nappies/Diapers/Pants
CHART 42 Real GDP Growth 2020-2030
CHART 43 Inflation 2020-2030
Consumer Context
CHART 44 Consumer Context for Nappies/Diapers/Pants
CHART 45 Population 2020-2030
CHART 46 Consumer Expenditure 2020-2030
CHART 47 Population by Generation 2025
Country Reports Disclaimer
RETAIL ADULT INCONTINENCE IN LITHUANIA
Key Data Insights
2025 Developments
Tena Men Protective Boxer Drives Male Adoption of Light Solutions
Industry Performance
Convenience and Lifestyle Compatibility Drive Adoption
CHART 48 Value Sales 2020-2030
CHART 49 Volume Sales 2020-2030
CHART 50 Value Sales by Category 2025
CHART 51 Tena Men Protective Boxer
What's Next?
Ageing Consumers Embrace Discreet Solutions as Innovation Drives Demand
Product Innovation in Light Solutions Captures New Users and Fuels Growth
CHART 52 Forecast Value Sales 2020-2030
CHART 53 Forecast Value Sales by Category 2025-2030
Competitive Landscape
Essity Ab Strengthens Lead with Tena Innovation and Trust
CHART 54 Company Shares 2025
CHART 55 Brand Shares 2025
Channels
Pharmacies Retain Lead as Consumers Favour Trusted In-Person Advice
Online Sales Accelerate as Shoppers Seek Convenience and Privacy
CHART 56 Retail Channels 2020-2025
Economic Context
CHART 57 Economic Context for Retail Adult Incontinence
CHART 58 Real GDP Growth 2020-2030
CHART 59 Inflation 2020-2030
Consumer Context
CHART 60 Consumer Context for Retail Adult Incontinence
CHART 61 Population 2020-2030
CHART 62 Consumer Expenditure 2020-2030
CHART 63 Population by Generation 2025
Country Reports Disclaimer
WIPES IN LITHUANIA
Key Data Insights
2025 Developments
Maxima’S Frequent Deep Discounts Transform How Wipes Are Bought
Industry Performance
Baby Wipes Are Used by All Age Groups as Adult Formats Lag
Wet Wipes Challenges Bambo as Premium Offers Rely on Discounts
CHART 64 Waterwipes
CHART 65 Value Sales 2020-2030
CHART 66 Value Sales by Category 2025
What's Next?
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
CHART 67 Forecast Value Sales 2020-2030
CHART 68 Forecast Value Sales by Category 2025-2030
Competitive Landscape
Maxima Narrows Gap with Pampers as Private Label Rises
CHART 69 Company Shares 2025
CHART 70 Brand Shares 2025
Channels
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
CHART 71 Retail Channels 2020-2025
Economic Context
CHART 72 Economic Context for Wipes
CHART 73 Real GDP Growth 2020-2030
CHART 74 Inflation 2020-2030
Consumer Context
CHART 75 Consumer Context for Wipes
CHART 76 Population 2020-2030
CHART 77 Consumer Expenditure 2020-2030
CHART 78 Population by Generation 2025
Country Reports Disclaimer
RETAIL TISSUE IN LITHUANIA
Key Data Insights
2025 Developments
Maxima and Rimi Trigger Price War, Driving Down Value Sales
Industry Performance
Grite and Private Label Intensify Rivalry as Essity Ab Loses Ground
CHART 79 Private Label Offerings Are Gaining Traction
CHART 80 Value Sales 2020-2030
CHART 81 Volume Sales 2020-2030
CHART 82 Value Sales by Category 2025
What's Next?
Bulk Promotions Drive Shift to Larger Pack Formats
CHART 83 Forecast Value Sales 2020-2030
CHART 84 Forecast Value Sales by Category 2025-2030
Competitive Landscape
Grite and Retailer Brands Reshape Share Leadership through Value Focus
CHART 85 Company Shares 2025
CHART 86 Brand Shares 2025
Channels
Bulk Promotions to Maintain Channel Dominance
Barbora’S E-Commerce Surge Captures Demand outside Promo Periods
Maxima’S Omnichannel Approach Shapes Future Channel Trends
CHART 87 Retail Channels 2020-2025
Economic Context
CHART 88 Economic Context for Retail Tissue
CHART 89 Real GDP Growth 2020-2030
CHART 90 Inflation 2020-2030
Consumer Context
CHART 91 Consumer Context for Retail Tissue
CHART 92 Population 2020-2030
CHART 93 Consumer Expenditure 2020-2030
CHART 94 Population by Generation 2025
Country Reports Disclaimer
AWAY-FROM-HOME TISSUE AND HYGIENE IN LITHUANIA
Key Data Insights
2025 Developments
Horeca Closures Drive Shift to Cost-Focused Purchasing and Lower Demand
Industry Performance
Horeca Demand for Napkins Contracts as Tissue Paper Remains the Standard
CHART 95 Horeca Experiences Problems after Vat Exempt Was Cancelled.
Rising Costs and Tax Changes Reshape Horeca Purchasing and Consumer Behaviour
CHART 96 Value Sales 2020-2030
CHART 97 Value Sales by Category 2025
What's Next?
Horeca Returns to Growth as Working From Home Limits Business Demand
Toilet Paper and Paper Towels Hold Dominance as Niche Areas Remain Limited
Cost-Driven Purchasing and Demographic Change Shape Product Mix and Opportunities
CHART 98 Forecast Value Sales 2020-2030
CHART 99 Forecast Value Sales by Category 2025-2030
Channels
Horeca Rebounds as Office Demand Remains Subdued
CHART 100 Retail Channels 2020-2025
Economic Context
CHART 101 Economic Context for Away-From-Home Tissue and Hygiene
CHART 102 Real GDP Growth 2020-2030
CHART 103 Inflation 2020-2030
Consumer Context
CHART 104 Consumer Context for Away-From-Home Tissue and Hygiene
CHART 105 Population 2020-2030
CHART 106 Consumer Expenditure 2020-2030
CHART 107 Population by Generation 2025
Country Reports Disclaimer

Search Inside Report

Pricing

Currency Rates
How Do Licenses Work?

How Do Licenses Work?

The primary function of a report license is to define how many people within a company are authorized to use the purchased report. This is separate to how a report might be delivered. Unless specifically identified otherwise, the purchase option is Single User. Below is a helpful description of that license, along with a sampling of others most commonly offered.

  • This license allows only one user to have access to and to use/read the report. It is not one user at a time or one user group; it is an individual who will be reading and utilizing the report.

  • This license allows for the entire purchasing company to read and use the report. This is the license level that would allow for a report to be placed on an internal company shared drive for access by all employees of that direct company. This license does not extend to parent or sister company use.

  • This license is designed to allow an entire department within a company full access to a report. The departmental license is a great option for companies that have more than one location and the department is spread out all over the country/world

  • This license is for companies that have one location where they want the report to be accessible by all employees within that physical location.

  • This is the most flexible of the licensing options. Some publishers will allow you to get a license for a preset number of people (typically 5). These licenses are ideal for small work groups.

License options are at the discretion of each publisher. As such, not all licenses indicated above are available for every product. If you are uncertain of the best license for your needs or would like a license that is not proactively available, please contact us and we will be happy to assist.

Request A Sample
Head shot

Questions or Comments?

Our team has the ability to search within reports to verify it suits your needs. We can also help maximize your budget by finding sections of reports you can purchase.
Chat Now
Contact Us