"Laundry Care in Lithuania" is now available at Fast Market Research

In 2015, a further shift from standard to concentrated (both powder and liquid) detergents was noticeable in Lithuania. Increasing availability of concentrated detergents and people’s improving education about the dosage of detergents with different concentration levels boosted the demand for these products. According to a survey ordered by Likochema (the Lithuanian cosmetics and household chemicals producers’ association), in 2014, 70% of the respondents did not read the dosage recommendations on the labelling of laundry detergents. However, the situation is improving in Lithuania, which benefits the performance of concentrated detergents. Mass media promote concentrated laundry care, which is more environmentally friendly and has convenient smaller packaging. Also, convenient formats such as tablet and liquid detergents are gaining popularity at the expense of powder counterparts.

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Competitive Landscape

The Procter & Gamble Co was the leading player within laundry care with a retail value share of 42% in 2015. The company offers a wide range of products within different price ranges, which enables it to satisfy the needs of consumers from different segments. Procter & Gamble in its portfolio has such well-known brands as Ariel, Tide, Bonux and Lenor which enjoy great brand awareness and are supported by various promotional activities. The company is always amongst the first ones to introduce various innovations in formats, packaging and scents and so dictates the rules to other market players. Also, the company witnessed a steep increase in sales of Ariel 3-in-1 Pods liquid tablet detergents, which helped Procter & Gamble to maintain stable sales of €25 million in the competitive area of laundry care in Lithuania.

Industry Prospects

The emerging health and wellness trend will shape Lithuanian laundry care over the forecast period. Consumers are expected to show more responsible consumption by buying products which are eco-friendly and safe to use. The new trend will boost the demand for higher-quality products, whilst companies responding to the changing market tendencies will keep increasing the concentration levels of their products and pay more attention to the chemical compounds of their laundry care over the forecast period. Also, Likochema (the Lithuanian cosmetics and household chemicals producers’ association) is offering to write on the package of laundry detergents the cost of one washing, as concentration and volumes strongly differ amongst numbers of available washing detergents. It is expected that new legislation would accelerate the shift towards concentrated detergents in Lithuania.

Report Overview

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

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