Domestic Electrical Appliances in Greece
Euromonitor International's Domestic Electrical Appliances 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: 159 | Publication date: Jan 2007
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
Large kitchen appliances; Small electrical appliances
Executive summary
Retailers drive growth
During the review period the domestic electrical appliances market in Greece experienced overall steady growth. Disposable income was still low in 2005, due to EU entry in 2002 and the conversion of drachmas to Euros. Household debts grew over the review period. Despite these disadvantages, the domestic electrical appliances industry operated well as a result of a fierce price war between retailers and the availability of special offers and interest-free payments to consumers.
Global chains take the control
Distribution of large kitchen appliances as well as small domestic electrical appliances is dominated by specialist multiples. Nevertheless, over the review period this channel started facing strong competition from supermarkets and hypermarkets that increasingly promoted large electrical appliances and also represented a noteworthy channel for small electrical appliances. Department/variety stores is also a significant distribution channel offering products at competitive prices.
However, the entry of three major foreign retailers, into the Greek domestic electrical appliance market, Media Markt, Fnac and Dixon's (majority shareholder of Greek Kotsovolos) resulted in even greater competition and provoked remarkable price reductions which greatly benefited Greek consumers.
Consumer preference driven by value for money and design
Over the review period, Greek consumers remained price sensitive but at the same time reacted positively to innovations in design and technology. In particular, Greeks tend to buy more aesthetically appealing, long-life appliances. This is especially true of white goods such as refrigerators, cookers and washing machines. Expensive, top of the range products are a means for some Greeks to demonstrate status. The launch of "intelligent" machines was popular in terms of saving time for consumers. However, Greek consumers tend to spend far more money on "brown" electrical appliances such as televisions and DVD players.
Built-in vs freestanding appliances
Although demand for built-in appliances grew over the review period, built-in appliances still remain limited to the top income consumers and to new homeowners, who are willing to pay more for long-life modern appliances. The most dynamic sales were seen in large cooking appliances, as the built-in cooking products were considered as modern and aesthetically appealing.
Features most welcomed
Greek consumers were interested in larger capacity refrigerator appliances, energy and time saving dishwashers and washing machines, ceramic hobs and multifunction ovens, as well as quiet vacuum cleaners and modern small electrical appliances. Technological innovations were significant influences in the purchasing decision and Greeks were also better-informed about the significance of environmentally friendly appliances.
Small electrical appliances performed better
Sales of small electrical appliances were dynamic over the review period. This was a result of strong demand for time-saving devices and changing eating habits. Greek householders were interested in food processors, despite the fact that they are considered as "luxurious" appliances. Coffee machines with espresso makers performed far better than expected, revealing a strong potential for this niche. Sales of kettles were also dynamic, however this growth in demand wasn't all good news for the major brands, as many low priced non branded products were offered within this sector.
Multinational key players
Major international brands dominate the Greek Domestic Electrical Appliance market. BSH Ikiakes Siskeves Abee held top position in refrigeration appliances and large kitchen appliances. Miele is most visible in washing machines, dishwashers and built-in cookers. The other key players included Electrolux, Fourlis Trade, Whirlpool and Elco Vayonis, Teka and LG. A plethora of minor brands had success in the small electrical appliances market. The extremely traditional Greek brand "Pitsos" (regional brand of BSH) offers value for money products and is best-known brand in refrigerator appliances, large cooking appliances and home laundry machines.
Table of contents
DOMESTIC ELECTRICAL APPLIANCES IN GREECE : MARKET INSIGHT
EXECUTIVE SUMMARY
Retailers drive growth
Global chains take the control
Consumer preference driven by value for money and design
Built-in vs freestanding appliances
Features most welcomed
Small electrical appliances performed better
Multinational key players
KEY TRENDS AND IMPACT ASSESSMENT
The economy
Developments in the retail trade threaten independent retailers
Housing market stimulates domestic electrical appliance market
Household borrowing fuels consumer demand
Aging and shrinking population
Table 1 Population 1971/2001
Immigration has beneficial effects on the Greek economy
MARKET INDICATORS
Table 2 Household Penetration of Selected Total Stock Domestic Electrical Appliances by Sector/Subsector 2004-2005
Table 3 Replacement Cycles of Domestic Electrical Appliances by Sector 2005
MARKET DATA
Table 4 Sales of Domestic Electrical Appliances by Sector: Volume 2000-2005
Table 5 Sales of Domestic Electrical Appliances by Sector: Value 2000-2005
Table 6 Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2000-2005
Table 7 Sales of Domestic Electrical Appliances by Sector: % Value Growth 2000-2005
Table 8 Forecast Sales of Domestic Electrical Appliances by Sector: Volume 2005-2010
Table 9 Forecast Sales of Domestic Electrical Appliances by Sector: Value 2005-2010
Table 10 Forecast Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2005-2010
Table 11 Forecast Sales of Domestic Electrical Appliances by Sector: % Value Growth 2005-2010
Table 12 Company Shares of Large Kitchen Appliances 2001-2005
Table 13 Brand Shares of Large Kitchen Appliances 2002-2005
Table 14 Company Shares of Small Kitchen Appliances 2001-2005
Table 15 Brand Shares of Small Kitchen Appliances 2002-2005
Table 16 Large Kitchen Appliances by Distribution Format: % Analysis 2000-2005
Table 17 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2000-2005
Table 18 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2000-2005
Table 19 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2000-2005
Table 20 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2000-2005
Table 21 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2005-2010
Table 22 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2005-2010
Table 23 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2005-2010
Table 24 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2005-2010
Table 25 Built-in Large Kitchen Appliances by Distribution Format: % Analysis 2000-2005
Table 26 Freestanding Large Kitchen Appliances by Distribution Format: % Analysis 2000-2005
Table 27 Small Electrical Appliances by Distribution Format: % Analysis 2000-2005
DEFINITIONS
Sector and subsector definitions
Distribution definitions
Units of measurement
REFRIGERATION APPLIANCES IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 28 Sales of Refrigeration Appliances by Subsector: Volume 2000-2005
Table 29 Sales of Refrigeration Appliances by Subsector: Value 2000-2005
Table 30 Sales of Refrigeration Appliances by Subsector: % Volume Growth 2000-2005
Table 31 Sales of Refrigeration Appliances by Subsector: % Value Growth 2000-2005
Table 32 Unit Sales of Fridge Freezers by Format: % Split 2003-2005
Table 33 Unit Sales of Fridges by Format: % Split 2003-2005
Table 34 Unit Sales of Freezers by Format: % Split 2003-2005
Table 35 Company Shares of Refrigeration Appliances 2001-2005
Table 36 Brand Shares of Refrigeration Appliances 2002-2005
Table 37 Company Shares of Built-in Fridge Freezers 2001-2005
Table 38 Company Shares of Freestanding Fridge Freezers 2001-2005
Table 39 Company Shares of Built-in Fridges 2001-2005
Table 40 Company Shares of Freestanding Fridges 2001-2005
Table 41 Forecast Sales of Refrigeration Appliances by Subsector: Volume 2005-2010
Table 42 Forecast Sales of Refrigeration Appliances by Subsector: Value 2005-2010
Table 43 Forecast Sales of Refrigeration Appliances by Subsector: % Volume Growth 2005-2010
Table 44 Forecast Sales of Refrigeration Appliances by Subsector: % Value Growth 2005-2010
HOME LAUNDRY APPLIANCES IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 45 Sales of Home Laundry Appliances by Subsector: Volume 2000-2005
Table 46 Sales of Home Laundry Appliances by Subsector: Value 2000-2005
Table 47 Sales of Home Laundry Appliances by Subsector: % Volume Growth 2000-2005
Table 48 Sales of Home Laundry Appliances by Subsector: % Value Growth 2000-2005
Table 49 Unit Sales of Automatic Washing Machines by Format: % Split 2000/2005
Table 50 Company Shares of Home Laundry Appliances 2001-2005
Table 51 Brand Shares of Home Laundry Appliances 2002-2005
Table 52 Forecast Sales of Home Laundry Appliances by Subsector: Volume 2005-2010
Table 53 Forecast Sales of Home Laundry Appliances by Subsector: Value 2005-2010
Table 54 Forecast Sales of Home Laundry Appliances by Subsector: % Volume Growth 2005-2010
Table 55 Forecast Sales of Home Laundry Appliances by Subsector: % Value Growth 2005-2010
DISHWASHERS IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 56 Sales of Dishwashers by Subsector: Volume 2000-2005
Table 57 Sales of Dishwashers by Subsector: Value 2000-2005
Table 58 Sales of Dishwashers by Subsector: % Volume Growth 2000-2005
Table 59 Sales of Dishwashers by Subsector: % Value Growth 2000-2005
Table 60 Company Shares of Dishwashers 2001-2005
Table 61 Brand Shares of Dishwashers 2002-2005
Table 62 Forecast Sales of Dishwashers by Subsector: Volume 2005-2010
Table 63 Forecast Sales of Dishwashers by Subsector: Value 2005-2010
Table 64 Forecast Sales of Dishwashers by Subsector: % Volume Growth 2005-2010
Table 65 Forecast Sales of Dishwashers by Subsector: % Value Growth 2005-2010
LARGE COOKING APPLIANCES IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 66 Sales of Large Cooking Appliances by Subsector: Volume 2000-2005
Table 67 Sales of Large Cooking Appliances by Subsector: Value 2000-2005
Table 68 Sales of Large Cooking Appliances by Subsector: % Volume Growth 2000-2005
Table 69 Sales of Large Cooking Appliances by Subsector: % Value Growth 2000-2005
Table 70 Unit Sales of Cookers by Gas/Electric: % Split 2000/2005
Table 71 Unit Sales of Ovens by Function: % Split 2000/2005
Table 72 Unit Sales of Built-in Hobs by Format: % Split 2000/2005
Table 73 Unit Sales of Freestanding Hobs by Format: % Split 2000/2005
Table 74 Company Shares of Large Cooking Appliances 2001-2005
Table 75 Brand Shares of Large Cooking Appliances 2002-2005
Table 76 Company Shares of Built-in Cookers 2001-2005
Table 77 Company Shares of Freestanding Cookers 2001-2005
Table 78 Company Shares of Ovens 2001-2005
Table 79 Company Shares of Built-in Hobs 2001-2005
Table 80 Company Shares of Cooker Hoods 2001-2005
Table 81 Forecast Sales of Large Cooking Appliances by Subsector: Volume 2005-2010
Table 82 Forecast Sales of Large Cooking Appliances by Subsector: Value 2005-2010
Table 83 Forecast Sales of Large Cooking Appliances by Subsector: % Volume Growth 2005-2010
Table 84 Forecast Sales of Large Cooking Appliances by Subsector: % Value Growth 2005-2010
MICROWAVES IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 85 Sales of Microwaves by Subsector: Volume 2000-2005
Table 86 Sales of Microwaves by Subsector: Value 2000-2005
Table 87 Sales of Microwaves by Subsector: % Volume Growth 2000-2005
Table 88 Sales of Microwaves by Subsector: % Value Growth 2000-2005
Table 89 Company Shares of Microwaves 2001-2005
Table 90 Brand Shares of Microwaves 2002-2005
Table 91 Microwaves by Distribution Format: % Analysis 2000-2005
Table 92 Forecast Sales of Microwaves by Subsector: Volume 2005-2010
Table 93 Forecast Sales of Microwaves by Subsector: Value 2005-2010
Table 94 Forecast Sales of Microwaves by Subsector: % Volume Growth 2005-2010
Table 95 Forecast Sales of Microwaves by Subsector: % Value Growth 2005-2010
FOOD PREPARATION APPLIANCES IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 96 Sales of Food Preparation Appliances by Subsector: Volume 2000-2005
Table 97 Sales of Food Preparation Appliances by Subsector: Value 2000-2005
Table 98 Sales of Food Preparation Appliances by Subsector: % Volume Growth 2000-2005
Table 99 Sales of Food Preparation Appliances by Subsector: % Value Growth 2000-2005
Table 100 Company Shares of Food Preparation Appliances 2001-2005
Table 101 Brand Shares of Food Preparation Appliances 2002-2005
Table 102 Forecast Sales of Food Preparation Appliances by Subsector: Volume 2005-2010
Table 103 Forecast Sales of Food Preparation Appliances by Subsector: Value 2005-2010
Table 104 Forecast Sales of Food Preparation Appliances by Subsector: % Volume Growth 2005-2010
Table 105 Forecast Sales of Food Preparation Appliances by Subsector: % Value Growth 2005-2010
SMALL COOKING APPLIANCES IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 106 Sales of Small Cooking Appliances by Subsector: Volume 2000-2005
Table 107 Sales of Small Cooking Appliances by Subsector: Value 2000-2005
Table 108 Sales of Small Cooking Appliances by Subsector: % Volume Growth 2000-2005
Table 109 Sales of Small Cooking Appliances by Subsector: % Value Growth 2000-2005
Table 110 Company Shares of Small Cooking Appliances 2001-2005
Table 111 Brand Shares of Small Cooking Appliances 2002-2005
Table 112 Forecast Sales of Small Cooking Appliances by Subsector: Volume 2005-2010
Table 113 Forecast Sales of Small Cooking Appliances by Subsector: Value 2005-2010
Table 114 Forecast Sales of Small Cooking Appliances by Subsector: % Volume Growth 2005-2010
Table 115 Forecast Sales of Small Cooking Appliances by Subsector: % Value Growth 2005-2010
SMALL KITCHEN APPLIANCES (NON-COOKING) IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 116 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2000-2005
Table 117 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2000-2005
Table 118 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2000-2005
Table 119 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2000-2005
Table 120 Company Shares of Small Kitchen Appliances (Non-cooking) 2001-2005
Table 121 Brand Shares of Small Kitchen Appliances (Non-cooking) 2002-2005
Table 122 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2005-2010
Table 123 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2005-2010
Table 124 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2005-2010
Table 125 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2005-2010
VACUUM CLEANERS IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 126 Sales of Vacuum Cleaners by Subsector: Volume 2000-2005
Table 127 Sales of Vacuum Cleaners by Subsector: Value 2000-2005
Table 128 Sales of Vacuum Cleaners by Subsector: % Volume Growth 2000-2005
Table 129 Sales of Vacuum Cleaners by Subsector: % Value Growth 2000-2005
Table 130 Company Shares of Vacuum Cleaners 2001-2005
Table 131 Brand Shares of Vacuum Cleaners 2002-2005
Table 132 Forecast Sales of Vacuum Cleaners by Subsector: Volume 2005-2010
Table 133 Forecast Sales of Vacuum Cleaners by Subsector: Value 2005-2010
Table 134 Forecast Sales of Vacuum Cleaners by Subsector: % Volume Growth 2005-2010
Table 135 Forecast Sales of Vacuum Cleaners by Subsector: % Value Growth 2005-2010
IRONS IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 136 Retail Sales of Irons: 2000-2005
Table 137 Retail Sales of Irons: % Growth 2000-2005
Table 138 Company Shares of Irons 2001-2005
Table 139 Brand Shares of Irons 2002-2005
Table 140 Forecast Sales of Irons: 2005-2010
Table 141 Forecast Sales of Irons: % Growth 2005-2010
PERSONAL CARE APPLIANCES IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 142 Retail Sales of Personal Care Appliances: 2000-2005
Table 143 Retail Sales of Personal Care Appliances: % Growth 2000-2005
Table 144 Company Shares of Personal Care Appliances 2001-2005
Table 145 Brand Shares of Personal Care Appliances 2002-2005
Table 146 Forecast Sales of Personal Care Appliances: 2005-2010
Table 147 Forecast Sales of Personal Care Appliances: % Growth 2005-2010
AIR TREATMENT PRODUCTS IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 148 Retail Sales of Air Treatment Products: 2000-2005
Table 149 Retail Sales of Air Treatment Products: % Growth 2000-2005
Table 150 Company Shares of Air Treatment Products 2001-2005
Table 151 Brand Shares of Air Treatment Products 2002-2005
Table 152 Forecast Sales of Air Treatment Products: 2005-2010
Table 153 Forecast Sales of Air Treatment Products: % Growth 2005-2010
HEATING APPLIANCES IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 154 Retail Sales of Heating Appliances: 2000-2005
Table 155 Retail Sales of Heating Appliances: % Growth 2000-2005
Table 156 Company Shares of Heating Appliances 2001-2005
Table 157 Brand Shares of Heating Appliances 2002-2005
Table 158 Forecast Sales of Heating Appliances: 2005-2010
Table 159 Forecast Sales of Heating Appliances: % Growth 2005-2010