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.
Tables: 191 | Publication date: Nov 2008
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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
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