DIY And Gardening in Greece
Euromonitor International's DIY And Gardening 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.
Tables: 37 | Publication date: Dec 2007
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- 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
DIY; Gardening
Executive summary
International DIY Chains Make a Dynamic Entry
Several top international DIY and gardening retailers entered or are planning to operate in a market that until 2006 was dominated by German company, Praktiker. In early 2007, the French company Leroy Merlin opened its first DIY megastore in the Athens airport area, while American ACE Hardware began operations on the island of Rhodes. By 2008, another two DIY and gardening multinationals, Germany's OBI and Bauhaus are expected to enter the Greek market and further intensify the battle for market share.
Trend Towards a Less Fragmented Market
Although the DIY and gardening market in Greece remains fragmented, the recent entry of international retail chains and the expected additional wave in the next 1-2 years is leading to market concentration. Multinationals hold a competitive advantage over local retailers because the DIY and gardening market is still under-developed in Greece; therefore domestic know-how and competition are rather low. This is more evident in certain subsectors, such as power tools/accessories, hand tools/accessories and gardening equipment where local companies cannot afford to compete with foreign players in terms of pricing, credit facilities, marketing or advertising.
Distribution Controlled by DIY Specialists
DIY specialists are the most common distribution channel, especially with respect to the DIY sector. This is because consumers require expert guidance before purchasing a product and also need sufficient after-sales service as these products are usually complex regarding their handling and use and demanding in terms of maintenance. DIY specialists include individual stores and large chains, with Praktiker being the most significant, but with a number of new players ready to take a greater share of the market.
DIY and Gardening Not Very Popular in Greece
DIY and gardening activities are less common in Greece than in other European countries. DIY is not helped by the modern lifestyles prevailing in Greece, especially in urban centres, while gardening is limited due to the fact that most dwellings in Greece are apartment blocks with no available space to cultivate plants. Therefore, DIY and gardening are more popular in rural areas and only a small minority of the population is interested in them. However, Greeks are gradually developing a DIY mentality, a trend spotted by the big international retailers underpinning their desire to build a presence in the market.
Future Prospects
Over the forecast period, the Greek DIY and gardening market is expected to see further upward movement, but progress will be slow due to increased competition keep prices down. The recent development of specialised foreign retailers and the possibility of others entering the market in the near future shifts overall expectations and prepares for a redistribution of margins, shares and channels. It is also expected to result in further market consolidation and domination of a limited number of retailers with multiple sales points all over the country.
Table of contents
DIY AND GARDENING IN GREECE : MARKET INSIGHT
EXECUTIVE SUMMARY
International DIY Chains Make a Dynamic Entry
Trend Towards a Less Fragmented Market
Distribution Controlled by DIY Specialists
DIY and Gardening Not Very Popular in Greece
Future Prospects
KEY TRENDS AND DEVELOPMENTS
Increased Home Ownership
Decrease in Disposable Incomes
International DIY Retailers Take Control of the Market
MARKET DATA
Table 1 Sales of DIY and Gardening by Sector: Value 2001-2006
Table 2 Sales of DIY and Gardening by Sector: % Value Growth 2001-2006
Table 3 DIY and Gardening Company Shares 2004-2006
Table 4 DIY and Gardening Brand Shares 2004-2006
Table 5 Sales of DIY and Gardening by Distribution Format: % Analysis 2001-2006
Table 6 Forecast Sales of DIY and Gardening by Sector: Value 2006-2011
Table 7 Forecast Sales of DIY and Gardening by Sector: % Value Growth 2006-2011
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - GREECE
KITANTZIS PLANTS SA - DIY AND GARDENING - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Kitantzis Plants SA: Key Facts
Summary 3 Kitantzis Plants SA: Operational Indicators 2004-2005
COMPANY BACKGROUND
PRODUCTION
Summary 4 Kitantzis Plants SA: Production Statistics 2006
COMPETITIVE POSITIONING
KNAUF PLASTER SA - DIY AND GARDENING - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Knauf Plaster SA: Key Facts
Summary 6 Knauf Plaster SA: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Knauf Plaster SA: Competitive Position 2006
PRAKTIKER HELLAS TRADING CO SA - DIY AND GARDENING - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Praktiker Hellas Trading Co SA: Key Facts
Summary 9 Praktiker Hellas Trading Co SA: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Praktiker Hellas Trading Co SA: Competitive Position 2006
STIHL AG & CO, ANDREAS - DIY AND GARDENING - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Andreas Stihl AG & Co: Key Facts
Summary 12 Andreas Stihl AG & Co: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Andreas Stihl AG & Co: Competitive Position 2006
VIVECHROM, DR ST D PATERAS SA - DIY AND GARDENING - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Vivechrom, Dr St D Pateras SA: Key Facts
Summary 15 Vivechrom, Dr St D Pateras: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 16 Vivechrom, Dr St D Pateras SA: Competitive Position 2006
DIY IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 8 Sales of DIY by Subsector: Value 2001-2006
Table 9 Sales of DIY by Subsector: % Value Growth 2001-2006
Table 10 DIY Company Shares by Retail Value 2004-2006
Table 11 DIY Brand Shares by Retail Value 2004-2006
Table 12 Sales of DIY by Distribution Format: % Analysis 2001-2006
Table 13 Forecast Sales of DIY by Subsector: Value 2006-2011
Table 14 Forecast Sales of DIY by Subsector: % Value Growth 2006-2011
GARDENING IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 15 Sales of Gardening by Subsector: Value 2001-2006
Table 16 Sales of Gardening by Subsector: % Value Growth 2001-2006
Table 17 Gardening Company Shares by Retail Value 2004-2006
Table 18 Gardening Brand Shares by Retail Value 2004-2006
Table 19 Sales of Gardening by Distribution Format: % Analysis 2001-2006
Table 20 Forecast Sales of Gardening by Subsector: Value 2006-2011
Table 21 Forecast Sales of Gardening by Subsector: % Value Growth 2006-2011