"Bath and Shower in Lithuania" Published

From: Fast Market Research, Inc.
Published: Fri Jul 04 2014

Bath and shower continued to be defined by constant price promotion throughout 2012. The category's leading companies did their utmost to escape this profit eroding strategy, but failed for the most part. Lithuania's consumers remained firm in their daily hygiene habits, which guaranteed stability in sales of bath and shower throughout the review period. However, even amidst the ongoing rebound of demand in the category, the companies in the category found new products increasingly difficult to promote as increasing numbers of Lithuanian consumers ignored the novel concepts which were launched in the category during 2012. As a result, unit price improvement was the main way in which value growth was achieved in bath and shower during 2012. This was not an easy task in what is a fragmented category in which many players are constantly vying for sales.

Competitive Landscape

Full Report Details at
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Bath and shower remained a very fragmented beauty and personal care category in 2012, with many players struggling to establish their position in their respective categories. The sheer abundance of products offered by Colgate-Palmolive Lietuva Ltd helped the company to defend its leading position in 2012 with a 16% value share and LTL11 million in total retail value sales in bath and shower. The company used the high profile of its well-recognised Palmolive brand to great effect, not only pouring resources into advertising, but also continuously offering products at discounted prices. Palmolive targets mass consumers with a myriad of brand extensions and the company has responded well to the increasing interest in fragrances in the category by expanding the range of fragrances it offers in bath and shower.

Industry Prospects

Bath and shower is not expected to register soaring value sales over the forecast period. The category has already bounced back from the worst of the economic recession which struck Lithuania during the forecast period, although further gains will be much harder to achieve in the future as the majority of bath and shower categories in Lithuania are already at or near the point of saturation. Product improvements and the ongoing shift towards more convenient packaging formats provide a glimmer of hope to the companies involved in the category, although one glance at the historical performance of the category should bring any excessively optimistic observers back to reality with a jolt. In fact, the majority of industry sources appear to have accepted the fact that liquid soap will not fully replace bar soap in Lithuania for the foreseeable future.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Bath and Shower industry in Lithuania with research from Euromonitor's team of in-country analysts.

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