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Home Care in Lithuania

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    Report

  • 51 Pages
  • February 2025
  • Region: Lithuania
  • Euromonitor International
  • ID: 2513279
The market for home care in Lithuania remains saturated, with few areas offering opportunities for significant volume growth. Nevertheless, the market experienced positive expansion in current value terms, driven by a decline in inflation and rising wages, which served to enhance household spending. Indeed, the Lithuanian economy remained strong compared to neighbouring and Western European markets, despite geopolitical tensions stemming from the war in Ukraine.

The Home Care in Lithuania market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), 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, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.

Data coverage: Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Get a detailed picture of the Home Care 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

EXECUTIVE SUMMARY
  • Home care in 2024: The big picture
  • 2024 key trends
  • Competitive landscape
  • Retailing developments
  • What next for home care?
MARKET INDICATORS
  • Table 1 Households 2019-2024
MARKET DATA
  • Table 2 Sales of Home Care by Category: Value 2019-2024
  • Table 3 Sales of Home Care by Category: % Value Growth 2019-2024
  • Table 4 NBO Company Shares of Home Care: % Value 2020-2024
  • Table 5 LBN Brand Shares of Home Care: % Value 2021-2024
  • Table 6 Penetration of Private Label in Home Care by Category: % Value 2019-2024
  • Table 7 Distribution of Home Care by Format: % Value 2019-2024
  • Table 8 Distribution of Home Care by Format and Category: % Value 2024
  • Table 9 Forecast Sales of Home Care by Category: Value 2024-2029
  • Table 10 Forecast Sales of Home Care by Category: % Value Growth 2024-2029
DISCLAIMER
SOURCES
  • Summary 1 Research Sources
LAUNDRY CARE IN LITHUANIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Market stabilises with slower price growth
  • Fabric softeners make a comeback
  • Liquid tablet detergents see strong sales growth, driven by robust marketing and promotions
PROSPECTS AND OPPORTUNITIES
  • Flat performance for laundry detergents
  • Further migration from powder to liquid detergents
  • Limited opportunities for new product development
CATEGORY INDICATORS
  • Table 11 Household Possession of Washing Machines 2019-2024
CATEGORY DATA
  • Table 12 Sales of Laundry Care by Category: Value 2019-2024
  • Table 13 Sales of Laundry Care by Category: % Value Growth 2019-2024
  • Table 14 Sales of Laundry Aids by Category: Value 2019-2024
  • Table 15 Sales of Laundry Aids by Category: % Value Growth 2019-2024
  • Table 16 Sales of Laundry Detergents by Category: Value 2019-2024
  • Table 17 Sales of Laundry Detergents by Category: % Value Growth 2019-2024
  • Table 18 NBO Company Shares of Laundry Care: % Value 2020-2024
  • Table 19 LBN Brand Shares of Laundry Care: % Value 2021-2024
  • Table 20 NBO Company Shares of Laundry Aids: % Value 2020-2024
  • Table 21 LBN Brand Shares of Laundry Aids: % Value 2021-2024
  • Table 22 NBO Company Shares of Laundry Detergents: % Value 2020-2024
  • Table 23 LBN Brand Shares of Laundry Detergents: % Value 2021-2024
  • Table 24 Forecast Sales of Laundry Care by Category: Value 2024-2029
  • Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2024-2029
DISHWASHING IN LITHUANIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Strong growth in automatic dishwashing drives sales
  • Price competition limits opportunities for new entrants
  • Lack of interest in dishwashing additives
PROSPECTS AND OPPORTUNITIES
  • Automatic dishwashing to drive growth
  • Hand dishwashing will remain relevant
  • Focus on multifunctionality, but price could represent a challenge
CATEGORY INDICATORS
  • Table 26 Household Possession of Dishwashers 2019-2024
CATEGORY DATA
  • Table 27 Sales of Dishwashing by Category: Value 2019-2024
  • Table 28 Sales of Dishwashing by Category: % Value Growth 2019-2024
  • Table 29 NBO Company Shares of Dishwashing: % Value 2020-2024
  • Table 30 LBN Brand Shares of Dishwashing: % Value 2021-2024
  • Table 31 Forecast Sales of Dishwashing by Category: Value 2024-2029
  • Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2024-2029
SURFACE CARE IN LITHUANIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Mixed performance for surface care
  • Product preferences remain consistent
  • Reckitt Benckiser maintains its lead
PROSPECTS AND OPPORTUNITIES
  • Limited growth opportunities in saturated surface care market
  • Window/glass cleaners to see strong performance
  • Consumers will favour versatile solutions
CATEGORY DATA
  • Table 33 Sales of Surface Care by Category: Value 2019-2024
  • Table 34 Sales of Surface Care by Category: % Value Growth 2019-2024
  • Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2019-2024
  • Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2019-2024
  • Table 37 NBO Company Shares of Surface Care: % Value 2020-2024
  • Table 38 LBN Brand Shares of Surface Care: % Value 2021-2024
  • Table 39 Forecast Sales of Surface Care by Category: Value 2024-2029
  • Table 40 Forecast Sales of Surface Care by Category: % Value Growth 2024-2029
BLEACH IN LITHUANIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Further losses in 2024 amid changing consumer preferences
  • Growing threat of colour-safe laundry bleach
  • Procter & Gamble's Ace brand faces growing competition
PROSPECTS AND OPPORTUNITIES
  • Further decline for bleach
  • Limited scope for product innovation and shift towards generic alternatives
  • Availability of bleach will decline as retailer focus shifts towards higher value products
CATEGORY DATA
  • Table 41 Sales of Bleach: Value 2019-2024
  • Table 42 Sales of Bleach: % Value Growth 2019-2024
  • Table 43 NBO Company Shares of Bleach: % Value 2020-2024
  • Table 44 LBN Brand Shares of Bleach: % Value 2021-2024
  • Table 45 Forecast Sales of Bleach: Value 2024-2029
  • Table 46 Forecast Sales of Bleach: % Value Growth 2024-2029
TOILET CARE IN LITHUANIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Flat performance for toilet care despite constant promotional activity
  • Rim blocks drive growth
  • Limited innovation, but eco-friendly products show potential
PROSPECTS AND OPPORTUNITIES
  • Continued sluggish performance
  • Minimal innovation expected with focus on marketing claims
  • Competition from alternative cleaners
CATEGORY DATA
  • Table 47 Sales of Toilet Care by Category: Value 2019-2024
  • Table 48 Sales of Toilet Care by Category: % Value Growth 2019-2024
  • Table 49 NBO Company Shares of Toilet Care: % Value 2020-2024
  • Table 50 LBN Brand Shares of Toilet Care: % Value 2021-2024
  • Table 51 Forecast Sales of Toilet Care by Category: Value 2024-2029
  • Table 52 Forecast Sales of Toilet Care by Category: % Value Growth 2024-2029
POLISHES IN LITHUANIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Polishes continue to decline as consumers opt for simpler cleaning solutions
  • Waning demand for shoe polish
  • Increase in sales through footwear specialists
PROSPECTS AND OPPORTUNITIES
  • Continued stagnation expected
  • Erdal is poised to make further gains as shoe polish market contracts
  • Furniture and metal polishes will remain niche
CATEGORY DATA
  • Table 53 Sales of Polishes by Category: Value 2019-2024
  • Table 54 Sales of Polishes by Category: % Value Growth 2019-2024
  • Table 55 NBO Company Shares of Polishes: % Value 2020-2024
  • Table 56 LBN Brand Shares of Polishes: % Value 2021-2024
  • Table 57 Forecast Sales of Polishes by Category: Value 2024-2029
  • Table 58 Forecast Sales of Polishes by Category: % Value Growth 2024-2029
AIR CARE IN LITHUANIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Air care stagnates amid rising maturity
  • Changing lifestyles limit demand
  • Global leaders dominate but private label holds ground
PROSPECTS AND OPPORTUNITIES
  • Stagnation to continue, in light of environmental concerns
  • Premiumisation could drive value growth
  • Expanding variety of scents in grocery retail
CATEGORY DATA
  • Table 59 Sales of Air Care by Category: Value 2019-2024
  • Table 60 Sales of Air Care by Category: % Value Growth 2019-2024
  • Table 61 NBO Company Shares of Air Care: % Value 2020-2024
  • Table 62 LBN Brand Shares of Air Care: % Value 2021-2024
  • Table 63 Forecast Sales of Air Care by Category: Value 2024-2029
  • Table 64 Forecast Sales of Air Care by Category: % Value Growth 2024-2029
HOME INSECTICIDES IN LITHUANIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Continued strong performance in 2024
  • Sprays/aerosols remain preferred option, despite growing consumer concerns
  • International companies maintain their stronghold
PROSPECTS AND OPPORTUNITIES
  • Weather patterns will shape home insecticide sales
  • Competition will remain limited
  • Few opportunities for innovation
CATEGORY DATA
  • Table 65 Sales of Home Insecticides by Category: Value 2019-2024
  • Table 66 Sales of Home Insecticides by Category: % Value Growth 2019-2024
  • Table 67 NBO Company Shares of Home Insecticides: % Value 2020-2024
  • Table 68 LBN Brand Shares of Home Insecticides: % Value 2021-2024
  • Table 69 Forecast Sales of Home Insecticides by Category: Value 2024-2029
  • Table 70 Forecast Sales of Home Insecticides by Category: % Value Growth 2024-2029