Shampoos market in Lithuania

Earlier Report Observations

From 2018 to 2022, the shampoo market in Lithuania expanded steadily, with its value rising from $7.6 million to $11.5 million. This growth was primarily driven by the entry of new market players and an increased focus on e-commerce, which enhanced consumer loyalty and repeat purchases. Changes in the labor market during 2019 further supported household purchasing power. The COVID-19 pandemic in 2020 accelerated the shift to online shopping, making products more accessible, while the emergence of specialized shampoo segments in 2022 attracted new consumer groups and widened overall demand.

After reaching a peak in 2022, the market contracted to $8.5 million in 2023 due to fears of a global economic recession and rising interest rates, which reduced discretionary consumer spending. A simultaneous decline in merger and acquisition activity within the technology and media sectors reflected broader market caution. In 2024, a modest recovery to $8.6 million occurred alongside a rebound in tourism and a growing consumer emphasis on experiences, which encouraged new business ventures and helped stabilize the market.

Production shampoos in Lithuania

In value, 2018-2021, K $ US

In 2021, shampoo production in Lithuania was valued at 1,884 thousand US dollars, showing no significant change compared to the previous year. Looking back to 2018, production has decreased by 22.4% overall, which translates to an average annual decline of 8.1%. The peak value was recorded in 2019 at 2,727 thousand US dollars, with the largest annual increase of 12.4% occurring that same year. The most significant drop happened in 2020, when production fell by 30.9%.

Annual dynamics of production in Lithuania in value, 2018-2021, K $ US

Exports shampoos from Lithuania

Exports in kind, t

Shampoo exports from Lithuania declined for the third consecutive year. In 2021, exports amounted to 1,337 tonnes, representing a 20.0% decrease compared to the previous year. Over the period from 2018 to 2021, exports fell by 32.1%, with a compound annual growth rate of -12.1%.

Annual dynamics of product's exports from Lithuania in kind, 2018-2021, t

From 2018 to 2021, Russia, Poland, and Latvia remained the primary buyers of Lithuanian shampoos in terms of volume. Russia accounted for 46.9% of exports, Poland for 9.5%, and Latvia for 6.5%. Together, these three countries represented 63.0% of total shampoo exports from Lithuania.

Structure of product's exports in kind by countries, 2018-2021

World map of product's exports from Lithuania in kind, 2018-2021

Exports in value, K $ US

After two years of decline, shampoo exports from Lithuania increased in 2021. Exports reached 15,077 thousand US dollars, marking a robust 18.1% rise compared to the previous year. The lowest value was recorded in 2020 at 12,770 thousand US dollars, following the largest decline of 10.8% in 2019.

Annual dynamics of product's exports from Lithuania in value, 2018-2021, K $ US

Between 2018 and 2021, Russia, Poland, and Germany formed the main cluster of markets for Lithuanian shampoo exports in value terms. Russia accounted for 43.0% of export value, Poland for 7.9%, and Germany for 5.5%. Collectively, these three countries represented 56.5% of total export flows.

Structure of product's exports in value by countries, 2018-2021

World map of product's exports from Lithuania in value, 2018-2021

Imports shampoos to Lithuania

Imports in kind, t

In 2021, shampoo imports to Lithuania amounted to 3,106 tonnes, indicating a 20.6% decrease year-over-year. From 2018 to 2021, imports fell by 15.9%, equating to an average annual decline of 5.6%. The highest volume was recorded in 2020 at 3,911 tonnes, which also saw the largest annual increase of 19.9%.

Annual dynamics of product's imports to Lithuania in kind, 2018-2021, t

From 2018 to 2021, Poland, Italy, and France continued to be the principal suppliers of shampoos to Lithuania in terms of volume. Poland accounted for 33.4% of imports, Italy for 15.0%, and France for 7.0%. Together, these three countries represented 55.3% of total shampoo imports.

Structure of product's imports in kind by countries, 2018-2021

World map of product's imports to Lithuania in kind, 2018-2021

Imports in value, K $ US

Shampoo imports to Lithuania increased for the second consecutive year. In 2021, imports stood at 23,533 thousand US dollars, showing a strong 15.4% rise compared to the previous year. Over the period from 2018 to 2021, imports grew by 16.7%, with a compound annual growth rate of 5.3%. The lowest value was recorded in 2019 at 18,878 thousand US dollars, which also experienced the largest decline of 6.4% that year.

Annual dynamics of product's imports to Lithuania in value, 2018-2021, K $ US

Between 2018 and 2021, the geographical structure of shampoo imports to Lithuania in value terms was highly diversified. Poland accounted for 29.2% of import value, France for 10.8%, and Italy for 8.9%. Together, these three countries represented only 48.9% of total flows, while the remaining 51.1% was distributed among numerous smaller partner countries.

Structure of product's imports in value by countries, 2018-2021

World map of product's imports to Lithuania in value, 2018-2021