In 2024, Lithuania’s cigarette market remained on a steady downward trajectory, driven by a combination of rising prices, tightening regulations, and shifting consumer preferences. Legal sales continued to fall, while illicit trade also contracted, reflecting ongoing enforcement efforts and stricter border controls. At the same time, more consumers, particularly younger ones, are moving away from traditional cigarettes in favour of heated tobacco and vapour products. The market environment is in

In 2024, Lithuania’s tobacco market continued its transformation, marked by a persistent decline in traditional cigarette use and a generational shift in consumption habits. Consumers are moving away from smoking not necessarily by quitting altogether, but by substituting with newer nicotine formats, most notably single use vapes and heated tobacco. These alternatives are perceived as more modern, less harmful, and better aligned with shifting lifestyles. Regulatory pressures, such as the 2023 f

In 2024, the cigar category in Lithuania remained small and largely stagnant, with a stable but limited consumer base and no strong tradition of cigar consumption. Cigars continue to be viewed primarily as a product for occasional use, typically associated with special occasions, or when socialising in cigar clubs. Cigarillos remained significantly larger in volume terms; however, the category experienced a contraction in 2024 following a period of volatility. This decline was driven by the grad

In Lithuania, the smokeless tobacco and nicotine alternatives market is showing contrasting dynamics across categories. Heated tobacco has become a mature and sizable market, growing rapidly until 2023, but showing signs of saturation in 2024. Despite this, industry interviews suggest underlying demand remains solid, but consumer shifts - particularly among younger users moving to single use vaping - are tempering further expansion. Conversely, closed system single use (disposables) continue to

In 2024, colour cosmetics in Lithuania registered strong, if significantly slower, retail volume and current value growth. The category exhibits signs of maturity or even saturation in some areas. New make-up trends move away from heavy applications of products. In general, younger generations are more likely to look for non-mainstream brands as they pursue better value for money and affordability.

In 2024, men’s grooming in Lithuania continued to see modest retail volume growth and a strong, if much slower, increase in retail current value sales. Many men target products that are especially designed for them, with a preference for strong scents, large packaging and a single format. Men's fragrances was the largest category in retail value sales terms at the end of the review period, with a preference for premium brands. The leading brands in men’s fragrances in retail value sales terms in

In 2024, bath and shower in Lithuania registered a slight decrease in retail volume sales and a moderate increase in retail current value sales. At the end of the review period, bath and shower was a saturated category, hampered by limited population and household number increases and little potential for organic growth. Despite low inflation, especially compared with 2022 and 2023, demand stagnated.

Beauty and personal care in Lithuania posted slight retail volume growth but a strong rise in retail current value sales in 2024. This performance is closer to organic growth as the high inflation rates of 2022-2023 were left behind and industry players and consumers could better plan their activities and purchases.

Skin care in Lithuania recorded above-average retail volume and current value growth in beauty and personal care in 2024. While moderate retail volume and strong retail current value growth in 2024 represented a slowdown, compared with 2023, both mass and premium products remained popular at the end of the review period.

Depilatories in Lithuania recorded a small overall decrease in retail volume sales in 2024, following a moderate increase in 2023. Meanwhile, retail current value sales rose healthily at the end of the review period, if at a slower rate compared with 2023. A long summer in 2024 boosted particularly women’s razors and blades, which registered a moderate increase in retail volume sales. However, depilatories remained far from a vibrant category, with demand dominated by women’s razors and blades,

In 2024, sun care in Lithuania registered strong, and faster than in 2023, retail volume growth. Meanwhile, sun care maintained a double-digit increase in retail current value sales. Purchases of sun care in the market are highly dependent on the weather, with the bulk of consumers using sun protection on hot days, rather than as a daily product option. In 2024, the Lithuanian summer was hot and started early, in May. Therefore, demand climbed and even premium products gained momentum. Climatic

Deodorants in Lithuania registered slow growth in retail volume sales and a moderate increase in retail current value sales in 2024. The category is mature, with some signs of saturation. Even the potential of problem solvers like pharma or dermocosmetics brands is more or less exhausted, but helps to keep sales moving forwards in value terms at the end of the review period. Constant prices promotions are used to spur retail volume sales, but such competitive tools slow any momentum in retail va

Oral care in Lithuania stagnated in 2024, with flat retail volume growth and a moderate increase in retail current value sales, underpinned by prices rises. The major categories, toothpaste and manual toothbrushes, are highly saturated and new purchases often rely on replacements and heavy price promotions.

Hair care in Lithuania registered slow growth in retail volume sales in 2024; albeit an improvement on the flat growth posted in 2023. Hair care is regarded as a highly mature or even saturated category, with few organic or natural growth avenues open to manufacturers. The total population and number of households rose only slowly in 2024. Meanwhile, price inflation remained visible in 2024, adding momentum to retail current value sales, which rose moderately, albeit at a much slower rate than i

Baby and child-specific products in Lithuania is not a fast developing category. In 2024, baby and child-specific products registered only marginal retail volume growth, albeit following declines in 2022 and 2023 as the rate of inflation stabilised. The demand for baby and child-specific products was dampened by steadily decreasing birth rates. In retail current value terms, sales rose at a good rate, albeit slower in 2022 and 2023, and only marginally at constant 2024 prices, as the inflation k

Fragrances in Lithuania registered strong retail volume and current value growth in 2024, albeit significantly slower than the double-digit increases recorded in 2023. Consumers in Lithuania usually wear fragrances when going to work, socialising or attending parties or other special events. They remained keen to purchase fragrances in the post-COVID-19 period as they continued to more fully resume these out-of-home activities. For similar reasons, gifting also continued to stimulate purchases a

Premium beauty and personal care in Lithuania continued to see strong growth in retail current value sales in 2024. The category saw high single-digit growth in 2024, compared with strong double-digit increases in 2022 and 2023, albeit when high inflation skewed increments. In general, the review period was a very positive time for premium beauty and personal care in Lithuania, when a solid base for premium products was laid. Fragrances and facial care were strongholds for premium beauty and per

Mass beauty and personal care in Lithuania continued to lead the industry in retail value sales in 2024, supported by still healthy, if slower than in 2023, growth. At the end of the review period, mass beauty and personal care dominated in less added-value categories, such as bath and shower. Mass beauty and personal care was also the dominant presence in categories where consumers do not see the point in paying extra as mass brands offered products with all necessary attributes and properties,

Menstrual care in Lithuania registered marginal volume decline in 2024. With little increase in the size of the consumer base, the main trends reflect shifts between categories depending on factors such as the warmer weather and active lifestyles. Higher absorption products, such as Carefree Plus from Johnson & Johnson UAB, have quickly gained appeal, especially among older age groups seeking a more effective product. Such products sometimes compete with light adult incontinence products, being

Away-from-home tissue and hygiene registered a slowdown in current value sales over 2024 amid a steady economic climate. Horeca businesses suffered a blow from higher VAT rates brought in at the beginning of 2024, thus hindering growth potential. Toilet paper remains the dominant category in away-from-home tissue and hygiene, although growth was stagnant due to the decline in horeca sales in 2024. Demand from offices and other public spaces remained stable. Adult incontinence is the fastest grow

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

Wipes in Lithuania faced a slowdown in value sales over 2024. Despite being a staple household item, the product area encountered hurdles stemming from factors such as a restricted and, in some instances, diminishing consumer base. Additionally, wipes, often considered non-essential commodities, witnessed a decline in demand as households grappled with economic uncertainties. Seasonality is a clear driver in this category as consumers typically purchase more personal wipes during the hot season.

The year 2024 proved challenging for nappies/diapers/pants in Lithuania. Volume and value sales contracted in accordance with the declining birth rate. Rising demand for convenience is supporting value sales to an extent. Indeed, disposable pants is the largest category which continues to take share from traditional nappies/diapers. With convenience a key priority for parents, there is a growing preference for disposable pants offering a more practical option when at home and on-the-go. Indeed,

In 2024, volume sales of retail tissue in Lithuania remained stagnant, partly reflecting the maturity of this category. Affordability is key for Lithuanians who generally shop around for the most attractive promotional deals. Innovation is limited in retail tissue given the high degree of price sensitivity, with consumers drawn to cheaper private label options that appeal to the consumer’s need for value.