Cosmetics And Toiletries in Greece
Euromonitor International's Cosmetics And Toiletries in Greece 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, 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 illustrate how the market is set to change.
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Tables: 174 | Publication date: Jun 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Baby care; Bath and shower products; Colour cosmetics; Deodorants; Depilatories; Fragrances; Hair care; Men's grooming products; Oral hygiene; Oral hygiene excl power toothbrushes; Premium cosmetics; Skin care; Sun care
Executive summary
Shaky economic environment has slight impact
The Greek economic and political environment was rather unstable during 2008. Early on, were the oil price increases caused general inflation and public concern. By summer the first signs of the global financial crash started to appear, even though the general population did not feel the hit until mid-autumn. At the same time, the Greek political environment was rather shaky. Changes to taxation, continuous inflation, unemployment and scandals of corruption involving more than one high-status politician led to a chain reaction resulting in the December riots. Yet Greeks increased their spending on cosmetics and toiletries, even if it was a moderate 2%, proving that personal care is too important to relinquish for consumers in the country.
Trends benefit innovative materials and natural ingredients
Demand for lavishness and luxury, along with a desire for an immaculate appearance represent substantial drivers of the cosmetics and toiletries environment in Greece, and seem to underpin every side effect of the financial and political downfall. Sophisticated materials such as natural ingredients or high-tech elements and added-features are increasingly widely adopted, even within the mass channel, resulting in the great expansion of masstige products.
Competition from masstige and “pharmacy” brands increases
As the desire for quality and worries regarding the economy are put in concert consumers remain loyal to the brands with which they are familiar. Procter & Gamble Hellas, L’Oréal Hellas and Unilever Hellas continued to lead sales in 2008 with a combined value share of 35%. These trends benefit trial purchases of brands in the mid-price segment, with masstige products and low-premium “pharmacy” brands seeing considerable popularity, such as Korres.
Non-grocery retailers to over-perform grocery players for the first time
Grocery retailers continued to lose ground to health and beauty specialists in terms of distribution value share in 2008. Demand for variance in product offer and price range have gradually pushed consumers away from grocery channels, given that the variety of retailers, such as supermarkets/hypermarkets, is generally restricted to mass products only, while brand range is mostly minimal. At the same time beauty specialists have expanded their product mix year on year to include an increasing number of mass products, while also keeping a vast variety of premium offerings. Pharmacies considerably increased the lines of cosmetics they carry. So-called “pharmacy brands” such as Korres, Vichy, Apivita and Biotherm have increased in popularity, and boosted the sales share held by pharmacies.
Growth set to continue in coming years
Forecasts are quite positive for the cosmetics and toiletries market in Greece. Growth rates will be put to the test due to the economic recession, yet added benefits, quality elements and natural ingredients will help sales in following years. General personal care is on the way to becoming – if it is not already – a necessity for Greek consumers, who are willing to exchange days of travelling or nights at the cinema for packs of anti-ageing serum or a new celebrity perfume.
Table of contents
COSMETICS AND TOILETRIES IN GREECE : MARKET INSIGHT
EXECUTIVE SUMMARY
Shaky economic environment has slight impact
Trends benefit innovative materials and natural ingredients
Competition from masstige and “pharmacy” brands increases
Non-grocery retailers to over-perform grocery players for the first time
Growth set to continue in coming years
KEY TRENDS AND DEVELOPMENTS
Organic and natural represent key buzzwords
Pharmacy brands go mainstream
Specialised products and emerging demand for customisation
Beauty services impact trends on cosmetics and toiletries
Switching focus: from the celebrity image to the ‘everyday’ people
MARKET DATA
Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2003-2008
Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2003-2008
Table 3 Sales of Premium Cosmetics by Sector: Value 2003-2008
Table 4 Sales of Premium Cosmetics by Sector: % Value Growth 2003-2008
Table 5 Sales of Premium Cosmetics by Sector: Value 2003-2008
Table 6 Sales of Premium Cosmetics by Sector: % Value Growth 2003-2008
Table 7 Cosmetics and Toiletries Company Shares by NBO Retail Value 2004-2008
Table 8 Cosmetics and Toiletries Company Shares by GBO Retail Value 2004-2008
Table 9 Cosmetics and Toiletries Brand Shares by Retail Value 2005-2008
Table 10 Penetration of Private Label by Sector by Retail Value 2003-2008
Table 11 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2003-2008
Table 12 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2008
Table 13 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2008-2013
Table 14 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2008-2013
Table 15 Forecast Sales of Premium Cosmetics by Sector: Value 2008-2013
Table 16 Forecast Sales of Premium Cosmetics by Sector: % Value Growth 2008-2013
Table 17 Forecast Sales of Premium Cosmetics by Sector: Value 2008-2013
Table 18 Forecast Sales of Premium Cosmetics by Sector: % Value Growth 2008-2013
APPENDIX
Gift Sets
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - GREECE
APIVITA SA - COSMETICS AND TOILETRIES - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 2 ApiVita SA: Key Facts
Summary 3 ApiVita SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Table 19 ApiVita SA: Competitive Position 2008
KORRES NATURAL PRODUCTS SA - COSMETICS AND TOILETRIES - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Korres Natural Products SA: Key Facts
Summary 5 Korres Natural Products SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Korres Natural Products SA: Competitive Position 2008
MASTIC SPA SODIS SA - COSMETICS AND TOILETRIES - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Mastic Spa Sodis SA: Key Facts
Summary 8 Mastic Spa Sodis SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Mastic Spa Sodis SA: Competitive Position 2008
NOTOS COM HOLDINGS SA - COSMETICS AND TOILETRIES - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Notos Com Holdings SA: Key Facts
Summary 11 Notos Com Holdings SA: Company Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 12 Notos Com Holdings SA: Competitive Position 2008
SARANTIS SA, GR - COSMETICS AND TOILETRIES - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Gr Sarantis SA: Key Facts
Summary 14 Gr Sarantis SA: Company Operational Indicators
Summary 15 Gr Sarantis SA: Group Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 16 Gr Sarantis SA: Competitive Position 2008
BABY CARE IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 20 Sales of Baby Care by Subsector: Value 2003-2008
Table 21 Sales of Baby Care by Subsector: % Value Growth 2003-2008
Table 22 Sales of Baby Care by Subsector: Value 2003-2008
Table 23 Sales of Baby Care by Subsector: % Value Growth 2003-2008
Table 24 Baby Care Premium Vs Mass % Analysis 2003-2008
Table 25 Baby Care Company Shares by Retail Value 2004-2008
Table 26 Baby Care Brand Shares by Retail Value 2005-2008
Table 27 Baby Care Premium Brand Shares 2005-2008
Table 28 Baby Skin Care Brand Shares by Retail Value 2005-2008
Table 29 Baby Sun Care Brand Shares by Retail Value 2005-2008
Table 30 Forecast Sales of Baby Care by Subsector: Value 2008-2013
Table 31 Forecast Sales of Baby Care by Subsector: % Value Growth 2008-2013
Table 32 Forecast Sales of Baby Care by Subsector: Value 2008-2013
Table 33 Forecast Sales of Baby Care by Subsector: % Value Growth 2008-2013
Table 34 Forecast Baby Care Premium Vs Mass % Analysis 2008-2013
BATH AND SHOWER PRODUCTS IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 35 Sales of Bath and Shower Products by Subsector: Value 2003-2008
Table 36 Sales of Bath and Shower Products by Subsector: % Value Growth 2003-2008
Table 37 Sales of Bath and Shower Products by Subsector: Value 2003-2008
Table 38 Sales of Bath and Shower Products by Subsector: % Value Growth 2003-2008
Table 39 Bath and Shower Products Premium Vs Mass % Analysis 2003-2008
Table 40 Bath and Shower Products Company Shares by Retail Value 2004-2008
Table 41 Bath and Shower Products Brand Shares by Retail Value 2005-2008
Table 42 Bath and Shower Products Premium Brand Shares 2005-2008
Table 43 Forecast Sales of Bath and Shower Products by Subsector: Value 2008-2013
Table 44 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2008-2013
Table 45 Forecast Sales of Bath and Shower Products by Subsector: Value 2008-2013
Table 46 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2008-2013
Table 47 Forecast Bath and Shower Products Premium Vs Mass % Analysis 2008-2013
DEODORANTS IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 48 Sales of Deodorants by Subsector: Value 2003-2008
Table 49 Sales of Deodorants by Subsector: % Value Growth 2003-2008
Table 50 Sales of Deodorants by Subsector: Value 2003-2008
Table 51 Sales of Deodorants by Subsector: % Value Growth 2003-2008
Table 52 Deodorants Premium Vs Mass % Analysis 2003-2008
Table 53 Deodorants Company Shares by Retail Value 2004-2008
Table 54 Deodorants Brand Shares by Retail Value 2005-2008
Table 55 Deodorants Premium Brand Shares 2005-2008
Table 56 Forecast Sales of Deodorants by Subsector: Value 2008-2013
Table 57 Forecast Sales of Deodorants by Subsector: % Value Growth 2008-2013
Table 58 Forecast Sales of Deodorants by Subsector: Value 2008-2013
Table 59 Forecast Sales of Deodorants by Subsector: % Value Growth 2008-2013
Table 60 Forecast Deodorants Premium Vs Mass % Analysis 2008-2013
HAIR CARE IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 61 Retail Sales of Styling Agents by Type 2003-2008
Table 62 Sales of Hair Care by Subsector: Value 2003-2008
Table 63 Sales of Hair Care by Subsector: % Value Growth 2003-2008
Table 64 Hair Care Premium Vs Mass % Analysis 2003-2008
Table 65 Sales of Styling Agents by Type: % Value Breakdown 2005-2008
Table 66 Hair Care Company Shares by Retail Value 2004-2008
Table 67 Hair Care Brand Shares by Retail Value 2005-2008
Table 68 Styling Agents Brand Shares by Retail Value 2005-2008
Table 69 Colourants Brand Shares by Retail Value 2005-2008
Table 70 Salon Hair Care Company Shares by Retail Value 2004-2008
Table 71 Salon Hair Care Brand Shares by Retail Value 2005-2008
Table 72 Hair Care Premium Brand Shares 2005-2008
Table 73 Forecast Sales of Hair Care by Subsector: Value 2008-2013
Table 74 Forecast Sales of Hair Care by Subsector: % Value Growth 2008-2013
Table 75 Forecast Hair Care Premium Vs Mass % Analysis 2008-2013
COLOUR COSMETICS IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 76 Sales of Colour Cosmetics by Subsector: Value 2003-2008
Table 77 Sales of Colour Cosmetics by Subsector: % Value Growth 2003-2008
Table 78 Colour Cosmetics Premium Vs Mass % Analysis 2003-2008
Table 79 Colour Cosmetics Company Shares by Retail Value 2004-2008
Table 80 Colour Cosmetics Brand Shares by Retail Value 2005-2008
Table 81 Facial Make-up Brand Shares by Retail Value 2005-2008
Table 82 Eye Make-up Brand Shares by Retail Value 2005-2008
Table 83 Lip Products Brand Shares by Retail Value 2005-2008
Table 84 Nail Products Brand Shares by Retail Value 2005-2008
Table 85 Colour Cosmetics Premium Brand Shares 2005-2008
Table 86 Forecast Sales of Colour Cosmetics by Subsector: Value 2008-2013
Table 87 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2008-2013
Table 88 Forecast Colour Cosmetics Premium Vs Mass % Analysis 2008-2013
MEN'S GROOMING PRODUCTS IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 89 Sales of Men's Grooming Products by Subsector: Value 2003-2008
Table 90 Sales of Men's Grooming Products by Subsector: % Value Growth 2003-2008
Table 91 Sales of Men's Razors and Blades by Type: % Value Breakdown 2005-2008
Table 92 Men's Grooming Products Company Shares by Retail Value 2004-2008
Table 93 Men's Grooming Products Brand Shares by Retail Value 2005-2008
Table 94 Men's Razors and Blades Brand Shares by Retail Value 2005-2008
Table 95 Forecast Sales of Men's Grooming Products by Subsector: Value 2008-2013
Table 96 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2008-2013
ORAL HYGIENE IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 97 Sales of Oral Hygiene by Subsector: Value 2003-2008
Table 98 Sales of Oral Hygiene by Subsector: % Value Growth 2003-2008
Table 99 Sales of Oral Hygiene by Subsector: Value 2003-2008
Table 100 Sales of Oral Hygiene by Subsector: % Value Growth 2003-2008
Table 101 Sales of Manual and Power Toothbrushes by Type: Value 2003-2008
Table 102 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2003-2008
Table 103 Sales of Manual and Power Toothbrushes by Type: Value 2003-2008
Table 104 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2003-2008
Table 105 Sales of Toothpaste by Type: % Value Breakdown 2005-2008
Table 106 Oral Hygiene Company Shares by Retail Value 2004-2008
Table 107 Oral Hygiene Brand Shares by Retail Value 2005-2008
Table 108 Toothpaste Brand Shares by Retail Value 2005-2008
Table 109 Mouthwash/Dental Rinses Brand Shares by Retail Value 2005-2008
Table 110 Forecast Sales of Oral Hygiene by Subsector: Value 2008-2013
Table 111 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2008-2013
Table 112 Forecast Sales of Oral Hygiene by Subsector: Value 2008-2013
Table 113 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2008-2013
Table 114 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2008-2013
Table 115 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2008-2013
Table 116 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2008-2013
Table 117 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2008-2013
FRAGRANCES IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 118 Sales of Fragrances by Subsector: Value 2003-2008
Table 119 Sales of Fragrances by Subsector: % Value Growth 2003-2008
Table 120 Fragrances Premium Vs Mass % Analysis 2003-2008
Table 121 Fragrances Company Shares by Retail Value 2004-2008
Table 122 Fragrances Brand Shares by Retail Value 2005-2008
Table 123 Men's Premium Fragrances Brand Shares by Retail Value 2005-2008
Table 124 Women's Premium Fragrances Brand Shares by Retail Value 2005-2008
Table 125 Forecast Sales of Fragrances by Subsector: Value 2008-2013
Table 126 Forecast Sales of Fragrances by Subsector: % Value Growth 2008-2013
Table 127 Forecsast Fragrances Premium Vs Mass % Analysis 2008-2013
SKIN CARE IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 128 Sales of Skin Care by Subsector: Value 2003-2008
Table 129 Sales of Skin Care by Subsector: % Value Growth 2003-2008
Table 130 Skin Care Premium Vs Mass % Analysis 2003-2008
Table 131 Skin Care Company Shares by Retail Value 2004-2008
Table 132 Skin Care Brand Shares by Retail Value 2005-2008
Table 133 Facial Moisturisers Brand Shares by Retail Value 2005-2008
Table 134 Nourishers/Anti-agers Brand Shares by Retail Value 2005-2008
Table 135 Firming/Anti-cellulite Body Care Brand Shares by Retail Value 2005-2008
Table 136 General Purpose Body Care Brand Shares by Retail Value 2005-2008
Table 137 Skin Care Premium Brand Shares 2005-2008
Table 138 Forecast Sales of Skin Care by Subsector: Value 2008-2013
Table 139 Forecast Sales of Skin Care by Subsector: % Value Growth 2008-2013
Table 140 Forecast Skin Care Premium Vs Mass % Analysis 2008-2013
DEPILATORIES IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 141 Sales of Depilatories by Subsector: Value 2003-2008
Table 142 Sales of Depilatories by Subsector: % Value Growth 2003-2008
Table 143 Depilatories Company Shares by Retail Value 2004-2008
Table 144 Depilatories Brand Shares by Retail Value 2005-2008
Table 145 Forecast Sales of Depilatories by Subsector: Value 2008-2013
Table 146 Forecast Sales of Depilatories by Subsector: % Value Growth 2008-2013
SUN CARE IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 147 Sales of Sun Protection by Factor: % Value Analysis 2004-2009
Table 148 Sales of Sun Protection by Formulation: % Value Analysis 2004-2009
Table 149 Sales of Self-Tanning by Formulation: % Value Analysis 2004-2009
Table 150 Sales of Sun Care by Subsector: Value 2003-2008
Table 151 Sales of Sun Care by Subsector: % Value Growth 2003-2008
Table 152 Sun Care Premium Vs Mass % Analysis 2003-2008
Table 153 Sun Care Company Shares by Retail Value 2004-2008
Table 154 Sun Care Brand Shares by Retail Value 2005-2008
Table 155 Sun Care Premium Brand Shares 2005-2008
Table 156 Forecast Sales of Sun Care by Subsector: Value 2008-2013
Table 157 Forecast Sales of Sun Care by Subsector: % Value Growth 2008-2013
Table 158 Forecast Sun Care Premium Vs Mass % Analysis 2008-2013