Domestic
Domestic Electrical Appliances

Domestic Electrical Appliances in Greece

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.

Tables: 191  |  Publication date: Nov 2008
Cost: 
GBP1500.00

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Product coverage

Large kitchen appliances; Small electrical appliances

Executive summary

Satisfactory performance from large kitchen appliances

2007 was a good year for large kitchen electric appliances, as improved growth rates were recorded in both volume and value terms. The main factor that enhanced consumption, according to experts, was the increased number of new households. This was derived from the rapid growth of the construction and property industries in recent years, with thousands of new flats being sold throughout the country. The rapid development of consumer lending was also a factor, particularly of mortgages and housing loans.

Demand for time-saving and convenience from small electrical appliances

Particularly dynamic in 2007 was the small electrical appliances niche. Its good performance resulted from constant new product development and relatively low prices which resulted from strong competition among retailers and producers. In addition, consumers increasingly demanded time-saving and convenient products that make everyday tasks easier and quicker. Another factor that favoured the consumption of small appliances was the significant increase in marriages in 2007, as these tend to make particularly popular wedding gifts.

Record summer temperatures boost demand for air conditioners

The weather over the summer of 2007 represented a decisive factor behind the sharp sales increase in both volume and value terms enjoyed by air treatment products, particularly air conditioners. The many heat waves that characterised the year’s summer, with temperatures far higher than usual, led to many consumers purchasing split air conditioners right from the beginning of June. At the same time, the growing preference for branded high-quality products sustained value growth at high levels, making air treatment products by far the best performing niche in the overall domestic electrical appliances market in 2007.

Steady consumers’ shift towards branded high quality products

One of the main characteristics of the domestic electrical appliances market is consumers’ shift towards well-known brands. This trend followed years of consumers’ preference for low cost economy or private label products, particularly in areas such as air conditioners, microwaves, personal care products and other small appliances. However, the low quality and lack of durability of these products has disappointed buyers over the years, resulting in them returning to use of established brands produced by widely recognised manufacturers. Producers, in turn, maintained stable prices or in some cases reduced them, and thus attracted customers willing to pay slightly more for an appliance of better quality and featuring higher technology.

Table of contents

DOMESTIC ELECTRICAL APPLIANCES IN GREECE : MARKET INSIGHT

EXECUTIVE SUMMARY

Satisfactory performance from large kitchen appliances

Demand for time-saving and convenience from small electrical appliances

Record summer temperatures boost demand for air conditioners

Steady consumers’ shift towards branded high quality products

KEY TRENDS AND DEVELOPMENTS

Financial constrains faced by an increasing number of households

Private label products and economy brands decline due to lack of credibility

Development favoured by steady expansion of distribution network

New household development to affect sales directly

Demographic trends and immigration

MARKET INDICATORS

Table 1 Household Ownership of Durable Goods 2007

Table 2 Household Penetration of Selected Total Stock Domestic Electrical Appliances by Sector/Subsector 2002-2007

Table 3 Replacement Cycles of Domestic Electrical Appliances by Sector 2007

MARKET DATA

Table 4 Sales of Domestic Electrical Appliances by Sector: Volume 2002-2007

Table 5 Sales of Domestic Electrical Appliances by Sector: Value 2002-2007

Table 6 Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2002-2007

Table 7 Sales of Domestic Electrical Appliances by Sector: % Value Growth 2002-2007

Table 8 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2002-2007

Table 9 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2002-2007

Table 10 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2002-2007

Table 11 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2002-2007

Table 12 Company Shares of Large Kitchen Appliances 2003-2007

Table 13 Brand Shares of Large Kitchen Appliances 2004-2007

Table 14 Company Shares of Small Kitchen Appliances (Non-cooking) 2003-2007

Table 15 Brand Shares of Small Kitchen Appliances (Non-cooking) 2004-2007

Table 16 Large Kitchen Appliances by Distribution Format: % Breakdown 2002-2007

Table 17 Forecast Sales of Domestic Electrical Appliances by Sector: Volume 2007-2012

Table 18 Forecast Sales of Domestic Electrical Appliances by Sector: Value 2007-2012

Table 19 Forecast Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2007-2012

Table 20 Forecast Sales of Domestic Electrical Appliances by Sector: % Value Growth 2007-2012

Table 21 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2007-2012

Table 22 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2007-2012

Table 23 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2007-2012

Table 24 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2007-2012

DEFINITIONS

Summary 1 Research Sources

LOCAL COMPANY PROFILES - GREECE

BENROUBI SA - DOMESTIC ELECTRICAL APPLIANCES - GREECE

STRATEGIC DIRECTION

KEY FACTS

Summary 2 Benroubi SA: Key Facts

Summary 3 Benroubi SA: Operational Indicators

COMPANY BACKGROUND

COMPETITIVE POSITIONING

Summary 4 Benroubi SA: Competitive Position 2007

BSH IKIAKES SISKEVES ABE - DOMESTIC ELECTRICAL APPLIANCES - GREECE

STRATEGIC DIRECTION

KEY FACTS

Summary 5 BSH Ikiakes Siskeves ABE: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 6 BSH Ikiakes Siskeves ABE: Competitive Position 2007

ELCO VAYONIS SA - DOMESTIC ELECTRICAL APPLIANCES - GREECE

STRATEGIC DIRECTION

KEY FACTS

Summary 7 Elco Vayonis SA: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Table 25 Elco Vayonis SA: Competitive Position 2007

FOURLIS TRADE SA - DOMESTIC ELECTRICAL APPLIANCES - GREECE

STRATEGIC DIRECTION

KEY FACTS

Summary 8 Fourlis Trade SA: Key Facts

Summary 9 Fourlis Trade SA: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Table 26 Fourlis Trade SA: Competitive Position 2007

VASILIAS SA - DOMESTIC ELECTRICAL APPLIANCES - GREECE

STRATEGIC DIRECTION

KEY FACTS

Summary 10 Vasilias SA: Key Facts

COMPANY BACKGROUND

COMPETITIVE POSITIONING

Table 27 Vasilias SA: Competitive Position 2007

REFRIGERATION APPLIANCES IN GREECE

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 28 Retail Sales of Wine 2002-2012

Table 29 Sales of Chilled Food v Frozen Food 2002-2012

Table 30 Sales of Fresh Food 2002-2012

Table 31 Sales of Refrigeration Appliances by Subsector: Volume 2002-2007

Table 32 Sales of Refrigeration Appliances by Subsector: Value 2002-2007

Table 33 Sales of Refrigeration Appliances by Subsector: % Volume Growth 2002-2007

Table 34 Sales of Refrigeration Appliances by Subsector: % Value Growth 2002-2007

Table 35 Sales of Fridge Freezers by Format: % Breakdown 2003-2007

Table 36 Sales of Fridges by Format: % Breakdown 2003-2007

Table 37 Sales of Freezers by Format: % Breakdown 2003-2007

Table 38 Sales of Fridge Freezers by Volume Capacity: % Breakdown 2003-2007

Table 39 Sales of Fridges by Volume Capacity: % Breakdown 2003-2007

Table 40 Sales of Freezers by Volume Capacity: % Breakdown 2003-2007

Table 41 Sales of Electric Wine Coolers/Chillers by Format: % Breakdown 2003-2007

Table 42 Company Shares of Refrigeration Appliances 2003-2007

Table 43 Brand Shares of Refrigeration Appliances 2004-2007

Table 44 Company Shares of Built-in Fridge Freezers 2003-2007

Table 45 Company Shares of Freestanding Fridge Freezers 2003-2007

Table 46 Company Shares of Built-in Fridges 2003-2007

Table 47 Company Shares of Freestanding Fridges 2003-2007

Table 48 Forecast Sales of Refrigeration Appliances by Subsector: Volume 2007-2012

Table 49 Forecast Sales of Refrigeration Appliances by Subsector: Value 2007-2012

Table 50 Forecast Sales of Refrigeration Appliances by Subsector: % Volume Growth 2007-2012

Table 51 Forecast Sales of Refrigeration Appliances by Subsector: % Value Growth 2007-2012

HOME LAUNDRY APPLIANCES IN GREECE

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 52 Sales of Home Laundry Appliances by Subsector: Volume 2002-2007

Table 53 Sales of Home Laundry Appliances by Subsector: Value 2002-2007

Table 54 Sales of Home Laundry Appliances by Subsector: % Volume Growth 2002-2007

Table 55 Sales of Home Laundry Appliances by Subsector: % Value Growth 2002-2007

Table 56 Sales of Automatic Washing Machines by Format: % Breakdown 2002-2007

Table 57 Sales of Automatic Washing Machines by Volume Capacity: % Breakdown 2005-2007

Table 58 Sales of AutomaticTumble Dryers by Format: % Breakdown 2003-2007

Table 59 Company Shares of Home Laundry Appliances 2003-2007

Table 60 Brand Shares of Home Laundry Appliances 2004-2007

Table 61 Forecast Sales of Home Laundry Appliances by Subsector: Volume 2007-2012

Table 62 Forecast Sales of Home Laundry Appliances by Subsector: Value 2007-2012

Table 63 Forecast Sales of Home Laundry Appliances by Subsector: % Volume Growth 2007-2012

Table 64 Forecast Sales of Home Laundry Appliances by Subsector: % Value Growth 2007-2012

DISHWASHERS IN GREECE

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 65 Sales of Dishwashers by Subsector: Volume 2002-2007

Table 66 Sales of Dishwashers by Subsector: Value 2002-2007

Table 67 Sales of Dishwashers by Subsector: % Volume Growth 2002-2007

Table 68 Sales of Dishwashers by Subsector: % Value Growth 2002-2007

Table 69 Sales of Dishwashers by Format: % Breakdown 2003-2007

Table 70 Company Shares of Dishwashers 2003-2007

Table 71 Brand Shares of Dishwashers 2004-2007

Table 72 Forecast Sales of Dishwashers by Subsector: Volume 2007-2012

Table 73 Forecast Sales of Dishwashers by Subsector: Value 2007-2012

Table 74 Forecast Sales of Dishwashers by Subsector: % Volume Growth 2007-2012

Table 75 Forecast Sales of Dishwashers by Subsector: % Value Growth 2007-2012

LARGE COOKING APPLIANCES IN GREECE

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 76 Sales of Large Cooking Appliances by Subsector: Volume 2002-2007

Table 77 Sales of Large Cooking Appliances by Subsector: Value 2002-2007

Table 78 Sales of Large Cooking Appliances by Subsector: % Volume Growth 2002-2007

Table 79 Sales of Large Cooking Appliances by Subsector: % Value Growth 2002-2007

Table 80 Sales of Cookers by Gas/Electric: % Breakdown 2002-2007

Table 81 Sales of Ovens by Standard/Multifunctional: % Breakdown 2002-2007

Table 82 Sales of Built-in Hobs by Format: % Breakdown 2002-2007

Table 83 Sales of Freestanding Hobs by Format: % Breakdown 2002-2007

Table 84 Company Shares of Large Cooking Appliances 2003-2007

Table 85 Brand Shares of Large Cooking Appliances 2004-2007

Table 86 Company Shares of Cookers 2003-2007

Table 87 Company Shares of Ovens 2003-2007

Table 88 Company Shares of Hobs 2003-2007

Table 89 Company Shares of Built-in Hobs 2003-2007

Table 90 Company Shares of Freestanding Hobs 2003-2007

Table 91 Company Shares of Cooker Hoods 2003-2007

Table 92 Company Shares of Built-in Cooker Hoods 2003-2007

Table 93 Company Shares of Freestanding Cooker Hoods 2003-2007

Table 94 Forecast Sales of Large Cooking Appliances by Subsector: Volume 2007-2012

Table 95 Forecast Sales of Large Cooking Appliances by Subsector: Value 2007-2012

Table 96 Forecast Sales of Large Cooking Appliances by Subsector: % Volume Growth 2007-2012

Table 97 Forecast Sales of Large Cooking Appliances by Subsector: % Value Growth 2007-2012

MICROWAVES IN GREECE

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 98 Retail Sales of Ready Made Meals 2002-2012

Table 99 Sales of Microwaves by Subsector: Volume 2002-2007

Table 100 Sales of Microwaves by Subsector: Value 2002-2007

Table 101 Sales of Microwaves by Subsector: % Volume Growth 2002-2007

Table 102 Sales of Microwaves by Subsector: % Value Growth 2002-2007

Table 103 Company Shares of Microwaves 2003-2007

Table 104 Brand Shares of Microwaves 2004-2007

Table 105 Microwaves by Distribution Format: % Analysis 2002-2007

Table 106 Forecast Sales of Microwaves by Subsector: Volume 2007-2012

Table 107 Forecast Sales of Microwaves by Subsector: Value 2007-2012

Table 108 Forecast Sales of Microwaves by Subsector: % Volume Growth 2007-2012

Table 109 Forecast Sales of Microwaves by Subsector: % Value Growth 2007-2012

FOOD PREPARATION APPLIANCES IN GREECE

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 110 Sales of Food Preparation Appliances by Subsector: Volume 2002-2007

Table 111 Sales of Food Preparation Appliances by Subsector: Value 2002-2007

Table 112 Sales of Food Preparation Appliances by Subsector: % Volume Growth 2002-2007

Table 113 Sales of Food Preparation Appliances by Subsector: % Value Growth 2002-2007

Table 114 Company Shares of Food Preparation Appliances 2003-2007

Table 115 Brand Shares of Food Preparation Appliances 2004-2007

Table 116 Forecast Sales of Food Preparation Appliances by Subsector: Volume 2007-2012

Table 117 Forecast Sales of Food Preparation Appliances by Subsector: Value 2007-2012

Table 118 Forecast Sales of Food Preparation Appliances by Subsector: % Volume Growth 2007-2012

Table 119 Forecast Sales of Food Preparation Appliances by Subsector: % Value Growth 2007-2012

SMALL COOKING APPLIANCES IN GREECE

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 120 Retail Sales of Coffee 2002-2012

Table 121 Share of Coffee Pods % Breakdown 2004-2007

Table 122 Sales of Small Cooking Appliances by Subsector: Volume 2002-2007

Table 123 Sales of Small Cooking Appliances by Subsector: Value 2002-2007

Table 124 Sales of Small Cooking Appliances by Subsector: % Volume Growth 2002-2007

Table 125 Sales of Small Cooking Appliances by Subsector: % Value Growth 2002-2007

Table 126 Unit Sales of Coffee Machines by Format: % Breakdown 2003-2007

Table 127 Company Shares of Small Cooking Appliances 2003-2007

Table 128 Brand Shares of Small Cooking Appliances 2004-2007

Table 129 Forecast Sales of Small Cooking Appliances by Subsector: Volume 2007-2012

Table 130 Forecast Sales of Small Cooking Appliances by Subsector: Value 2007-2012

Table 131 Forecast Sales of Small Cooking Appliances by Subsector: % Volume Growth 2007-2012

Table 132 Forecast Sales of Small Cooking Appliances by Subsector: % Value Growth 2007-2012

SMALL KITCHEN APPLIANCES (NON-COOKING) IN GREECE

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 133 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2002-2007

Table 134 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2002-2007

Table 135 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2002-2007

Table 136 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2002-2007

Table 137 Company Shares of Small Kitchen Appliances (Non-cooking) 2003-2007

Table 138 Brand Shares of Small Kitchen Appliances (Non-cooking) 2004-2007

Table 139 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2007-2012

Table 140 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2007-2012

Table 141 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2007-2012

Table 142 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2007-2012

VACUUM CLEANERS IN GREECE

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 143 Sales of Vacuum Cleaners by Subsector: Volume 2002-2007

Table 144 Sales of Vacuum Cleaners by Subsector: Value 2002-2007

Table 145 Sales of Vacuum Cleaners by Subsector: % Volume Growth 2002-2007

Table 146 Sales of Vacuum Cleaners by Subsector: % Value Growth 2002-2007

Table 147 Unit Sales of Vacuum Cleaners by Format: % Breakdown 2003-2007

Table 148 Unit Sales of Vacuum Cleaners by Power Source: % Breakdown 2003-2007

Table 149 Company Shares of Vacuum Cleaners 2003-2007

Table 150 Brand Shares of Vacuum Cleaners 2004-2007

Table 151 Forecast Sales of Vacuum Cleaners by Subsector: Volume 2007-2012

Table 152 Forecast Sales of Vacuum Cleaners by Subsector: Value 2007-2012

Table 153 Forecast Sales of Vacuum Cleaners by Subsector: % Volume Growth 2007-2012

Table 154 Forecast Sales of Vacuum Cleaners by Subsector: % Value Growth 2007-2012

IRONS IN GREECE

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 155 Sales of Irons: 2002-2007

Table 156 Sales of Irons: % Growth 2002-2007

Table 157 Unit Sales of Irons by Format: % Breakdown 2003-2007

Table 158 Company Shares of Irons 2003-2007

Table 159 Brand Shares of Irons 2004-2007

Table 160 Forecast Sales of Irons: 2007-2012

Table 161 Forecast Sales of Irons: % Growth 2007-2012

PERSONAL CARE APPLIANCES IN GREECE

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 162 Sales of Personal Care Appliances: 2002-2007

Table 163 Sales of Personal Care Appliances: % Growth 2002-2007

Table 164 Sales of Hair Care Appliances by Format: % Breakdown 2002-2007

Table 165 Sales of Body Shavers by Type: % Breakdown 2002-2007

Table 166 Company Shares of Personal Care Appliances 2003-2007

Table 167 Brand Shares of Personal Care Appliances 2004-2007

Table 168 Forecast Sales of Personal Care Appliances: 2007-2012

Table 169 Forecast Sales of Personal Care Appliances: % Growth 2007-2012

AIR TREATMENT PRODUCTS IN GREECE

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 170 Sales of Air Treatment Products: 2002-2007

Table 171 Sales of Air Treatment Products: % Growth 2002-2007

Table 172 Company Shares of Air Treatment Products 2003-2007

Table 173 Brand Shares of Air Treatment Products 2004-2007

Table 174 Forecast Sales of Air Treatment Products: 2007-2012

Table 175 Forecast Sales of Air Treatment Products: % Growth 2007-2012

HEATING APPLIANCES IN GREECE

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 176 Retail Sales of Heating Appliances: 2002-2007

Table 177 Retail Sales of Heating Appliances: % Growth 2002-2007

Table 178 Company Shares of Heating Appliances 2003-2007

Table 179 Brand Shares of Heating Appliances 2004-2007

Table 180 Forecast Sales of Heating Appliances: 2007-2012

Table 181 Forecast Sales of Heating Appliances: % Growth 2007-2012

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