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: 185 | Publication date: Jun 2009
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- Get insight into trends in market performance
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- Identify market and brand leaders and understand the competitive environment
Product coverage
Large kitchen appliances; Small electrical appliances
Executive summary
First Signs of Decline in the Housing Market Affect Sales
Following the boom of the housing market after 2004 and up to 2007, at the beginning of 2008 the domestic electrical appliances started showing the first signs of deceleration. Apart from the impact that decreasing home construction had on the various markets (e.g., in all business involved in the construction industries as well as in banking, as anticipated), this development in the property sector started affecting the domestic electrical appliances as well. The sales growth in both volume and value terms was starting to slow down, and by the end of 2008 market experts anticipated a sales decline in tandem with the expected decline in the number of new households.
Design, Ergonomics and Practicality Enhance Small Electrical Appliances Sales
Despite the slight slowdown in sales, 2008 was another good year for small electrical appliances. Consumption was positively affected by the constant new product development of added-value models with additional features and trendy ergonomic design, the relatively low prices resulting from severe competition amongst retailers and amongst manufactures and by many replacement purchases also favoured by the affordability of most products. Probably the most important factor for this category's fast development is consumers' growing need for timesaving and convenient products that will make the everyday household tasks easier, by requiring less effort.
Steady Growth for Large Kitchen Appliances
Large kitchen appliances continued their steady growth, albeit recording a slight deceleration.
Sales were sustained, despite the slowdown in the property market, thanks to new product development and replacement purchases. Furthermore, the highly competitive prices and offers on older models, which leading electrical goods retailers multiples used to stimulate consumption, played an important role in hindering potential sales stagnation or even sales decline.
Steady Consumer Shift Seen Towards High-quality Branded Products
One of the main characteristics of the market is the consumer shift towards well-known brands. This trend follows years of consumer preference for low-cost economy or private label products, particularly in product categories such as air conditioners, microwaves, personal care products and other small appliances. However, the pure quality and lack of durability of these products disappointed the buyers over the years and turned them to established brands by widely recognised manufacturers. Producers, in their turn, kept their prices stable or, in some cases, also reduced them, and managed, in this way, to attract a customer base that was willing to pay slightly more for an appliances with better quality and a higher technology.
Multiple Durable Goods Retailers Dominate
Multiple durable goods retailers and, in particular, electrical appliances multiples are leading by far in both larger kitchen appliances and small electrical appliances, generating more than 50% of the market's overall volume sales. Many well-established names have an important presence in the distribution sector such as Kotsovolos and Electroworld (Dixons), the German MediaMarkt and its recent entrant Saturn, as well as other local players such as Electroniki Athinon, Radio Korasidis and Expert. They have expansion plans for the near future (e.g. Radio Korasidis has announced the opening of 29 new stores, four of which will be superstores, whilst Dixons also plans for the expansion of Electroworld). However, some industry experts estimate that the Greek market is not large enough to support the viability of so many large outlets, particularly in view of the anticipated decline of the market's growth over the forecast period.
Table of contents
DOMESTIC ELECTRICAL APPLIANCES IN GREECE : MARKET INSIGHT
EXECUTIVE SUMMARY
First Signs of Decline in the Housing Market Affect Sales
Design, Ergonomics and Practicality Enhance Small Electrical Appliances Sales
Steady Growth for Large Kitchen Appliances
Steady Consumer Shift Seen Towards High-quality Branded Products
Multiple Durable Goods Retailers Dominate
KEY TRENDS AND DEVELOPMENTS
Decelerating Economy and Financial Constraints in Increasing Number of Households Continues
Fast Development of Multiples Favours Sales
Decline in the Property Market and New Household Development Affects Sales
Demographic Trends and Immigration
Aesthetics Becomes Increasingly Important in Purchase Decision
MARKET INDICATORS
Table 1 Household Penetration of Selected Total Stock Domestic Electrical Appliances by Sector/Subsector 2003-2008
Table 2 Replacement Cycles of Domestic Electrical Appliances by Sector 2008
MARKET DATA
Table 3 Sales of Domestic Electrical Appliances by Sector: Volume 2003-2008
Table 4 Sales of Domestic Electrical Appliances by Sector: Value 2003-2008
Table 5 Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2003-2008
Table 6 Sales of Domestic Electrical Appliances by Sector: % Value Growth 2003-2008
Table 7 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2003-2008
Table 8 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2003-2008
Table 9 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2003-2008
Table 10 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2003-2008
Table 11 Company Shares of Large Kitchen Appliances 2004-2008
Table 12 Brand Shares of Large Kitchen Appliances 2005-2008
Table 13 Company Shares of Small Kitchen Appliances (Non-cooking) 2004-2008
Table 14 Brand Shares of Small Kitchen Appliances (Non-cooking) 2005-2008
Table 15 Large Kitchen Appliances by Distribution Format: % Breakdown 2003-2008
Table 16 Forecast Sales of Domestic Electrical Appliances by Sector: Volume 2008-2013
Table 17 Forecast Sales of Domestic Electrical Appliances by Sector: Value 2008-2013
Table 18 Forecast Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2008-2013
Table 19 Forecast Sales of Domestic Electrical Appliances by Sector: % Value Growth 2008-2013
Table 20 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2008-2013
Table 21 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2008-2013
Table 22 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2008-2013
Table 23 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2008-2013
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 2005-2007
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 4 Benroubi SA: Competitive Position 2008
BSH IKIAKES SISKEVES ABE - DOMESTIC ELECTRICAL APPLIANCES - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 5 BSH Ikiakes Siskeves Abe: Key Facts
Summary 6 BSH Ikiakes Siskeves Abe: Operational Indicators 2006-2007
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 BSH Ikiakes Siskeves Abe: Competitive Position 2008
ELCO VAYONIS SA - DOMESTIC ELECTRICAL APPLIANCES - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Elco Vayonis SA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Elco Vayonis SA: Competitive Position 2008
FOURLIS TRADE SA - DOMESTIC ELECTRICAL APPLIANCES - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Fourlis Trade SA: Key Facts
Summary 11 Fourlis Trade SA: Operational Indicators 2005-2007
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 Fourlis Trade SA: Competitive Position 2008
VASILIAS SA - DOMESTIC ELECTRICAL APPLIANCES - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Vassilias SA: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 14 Vassilias SA: Competitive Position 2008
REFRIGERATION APPLIANCES IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 24 Sales of Refrigeration Appliances by Subsector: Volume 2003-2008
Table 25 Sales of Refrigeration Appliances by Subsector: Value 2003-2008
Table 26 Sales of Refrigeration Appliances by Subsector: % Volume Growth 2003-2008
Table 27 Sales of Refrigeration Appliances by Subsector: % Value Growth 2003-2008
Table 28 Sales of Fridge Freezers by Format: % Breakdown 2004-2008
Table 29 Sales of Fridges by Format: % Breakdown 2004-2008
Table 30 Sales of Freezers by Format: % Breakdown 2004-2008
Table 31 Sales of Fridge Freezers by Volume Capacity: % Breakdown 2004-2008
Table 32 Sales of Fridges by Volume Capacity: % Breakdown 2004-2008
Table 33 Sales of Freezers by Volume Capacity: % Breakdown 2004-2008
Table 34 Sales of Electric Wine Coolers/Chillers by Format: % Breakdown 2004-2008
Table 35 Company Shares of Refrigeration Appliances 2004-2008
Table 36 Brand Shares of Refrigeration Appliances 2005-2008
Table 37 Company Shares of Built-in Fridge Freezers 2004-2008
Table 38 Company Shares of Freestanding Fridge Freezers 2004-2008
Table 39 Company Shares of Built-in Fridges 2004-2008
Table 40 Company Shares of Freestanding Fridges 2004-2008
Table 41 Forecast Sales of Refrigeration Appliances by Subsector: Volume 2008-2013
Table 42 Forecast Sales of Refrigeration Appliances by Subsector: Value 2008-2013
Table 43 Forecast Sales of Refrigeration Appliances by Subsector: % Volume Growth 2008-2013
Table 44 Forecast Sales of Refrigeration Appliances by Subsector: % Value Growth 2008-2013
HOME LAUNDRY APPLIANCES IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 45 Sales of Home Laundry Appliances by Subsector: Volume 2003-2008
Table 46 Sales of Home Laundry Appliances by Subsector: Value 2003-2008
Table 47 Sales of Home Laundry Appliances by Subsector: % Volume Growth 2003-2008
Table 48 Sales of Home Laundry Appliances by Subsector: % Value Growth 2003-2008
Table 49 Sales of Automatic Washing Machines by Format: % Breakdown 2003-2008
Table 50 Sales of Automatic Washing Machines by Volume Capacity: % Breakdown 2005-2008
Table 51 Sales of AutomaticTumble Dryers by Format: % Breakdown 2004-2008
Table 52 Company Shares of Home Laundry Appliances 2004-2008
Table 53 Brand Shares of Home Laundry Appliances 2005-2008
Table 54 Forecast Sales of Home Laundry Appliances by Subsector: Volume 2008-2013
Table 55 Forecast Sales of Home Laundry Appliances by Subsector: Value 2008-2013
Table 56 Forecast Sales of Home Laundry Appliances by Subsector: % Volume Growth 2008-2013
Table 57 Forecast Sales of Home Laundry Appliances by Subsector: % Value Growth 2008-2013
DISHWASHERS IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 58 Sales of Dishwashers by Subsector: Volume 2003-2008
Table 59 Sales of Dishwashers by Subsector: Value 2003-2008
Table 60 Sales of Dishwashers by Subsector: % Volume Growth 2003-2008
Table 61 Sales of Dishwashers by Subsector: % Value Growth 2003-2008
Table 62 Sales of Dishwashers by Format: % Breakdown 2004-2008
Table 63 Company Shares of Dishwashers 2004-2008
Table 64 Brand Shares of Dishwashers 2005-2008
Table 65 Forecast Sales of Dishwashers by Subsector: Volume 2008-2013
Table 66 Forecast Sales of Dishwashers by Subsector: Value 2008-2013
Table 67 Forecast Sales of Dishwashers by Subsector: % Volume Growth 2008-2013
Table 68 Forecast Sales of Dishwashers by Subsector: % Value Growth 2008-2013
LARGE COOKING APPLIANCES IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 69 Sales of Large Cooking Appliances by Subsector: Volume 2003-2008
Table 70 Sales of Large Cooking Appliances by Subsector: Value 2003-2008
Table 71 Sales of Large Cooking Appliances by Subsector: % Volume Growth 2003-2008
Table 72 Sales of Large Cooking Appliances by Subsector: % Value Growth 2003-2008
Table 73 Sales of Cookers by Gas/Electric: % Breakdown 2003-2008
Table 74 Sales of Ovens by Standard/Multifunctional: % Breakdown 2003-2008
Table 75 Sales of Built-in Hobs by Format: % Breakdown 2003-2008
Table 76 Sales of Freestanding Hobs by Format: % Breakdown 2003-2008
Table 77 Company Shares of Large Cooking Appliances 2004-2008
Table 78 Brand Shares of Large Cooking Appliances 2005-2008
Table 79 Company Shares of Cookers 2004-2008
Table 80 Company Shares of Ovens 2004-2008
Table 81 Company Shares of Hobs 2004-2008
Table 82 Company Shares of Built-in Hobs 2004-2008
Table 83 Company Shares of Freestanding Hobs 2004-2008
Table 84 Company Shares of Cooker Hoods 2004-2008
Table 85 Company Shares of Built-in Cooker Hoods 2004-2008
Table 86 Company Shares of Freestanding Cooker Hoods 2004-2008
Table 87 Forecast Sales of Large Cooking Appliances by Subsector: Volume 2008-2013
Table 88 Forecast Sales of Large Cooking Appliances by Subsector: Value 2008-2013
Table 89 Forecast Sales of Large Cooking Appliances by Subsector: % Volume Growth 2008-2013
Table 90 Forecast Sales of Large Cooking Appliances by Subsector: % Value Growth 2008-2013
MICROWAVES IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 91 Sales of Microwaves by Subsector: Volume 2003-2008
Table 92 Sales of Microwaves by Subsector: Value 2003-2008
Table 93 Sales of Microwaves by Subsector: % Volume Growth 2003-2008
Table 94 Sales of Microwaves by Subsector: % Value Growth 2003-2008
Table 95 Company Shares of Microwaves 2004-2008
Table 96 Brand Shares of Microwaves 2005-2008
Table 97 Microwaves by Distribution Format: % Analysis 2003-2008
Table 98 Forecast Sales of Microwaves by Subsector: Volume 2008-2013
Table 99 Forecast Sales of Microwaves by Subsector: Value 2008-2013
Table 100 Forecast Sales of Microwaves by Subsector: % Volume Growth 2008-2013
Table 101 Forecast Sales of Microwaves by Subsector: % Value Growth 2008-2013
FOOD PREPARATION APPLIANCES IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 102 Sales of Food Preparation Appliances by Subsector: Volume 2003-2008
Table 103 Sales of Food Preparation Appliances by Subsector: Value 2003-2008
Table 104 Sales of Food Preparation Appliances by Subsector: % Volume Growth 2003-2008
Table 105 Sales of Food Preparation Appliances by Subsector: % Value Growth 2003-2008
Table 106 Company Shares of Food Preparation Appliances 2004-2008
Table 107 Brand Shares of Food Preparation Appliances 2005-2008
Table 108 Forecast Sales of Food Preparation Appliances by Subsector: Volume 2008-2013
Table 109 Forecast Sales of Food Preparation Appliances by Subsector: Value 2008-2013
Table 110 Forecast Sales of Food Preparation Appliances by Subsector: % Volume Growth 2008-2013
Table 111 Forecast Sales of Food Preparation Appliances by Subsector: % Value Growth 2008-2013
SMALL COOKING APPLIANCES IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 112 Sales of Small Cooking Appliances by Subsector: Volume 2003-2008
Table 113 Sales of Small Cooking Appliances by Subsector: Value 2003-2008
Table 114 Sales of Small Cooking Appliances by Subsector: % Volume Growth 2003-2008
Table 115 Sales of Small Cooking Appliances by Subsector: % Value Growth 2003-2008
Table 116 Unit Sales of Coffee Machines by Format: % Breakdown 2004-2008
Table 117 Company Shares of Small Cooking Appliances 2004-2008
Table 118 Brand Shares of Small Cooking Appliances 2005-2008
Table 119 Forecast Sales of Small Cooking Appliances by Subsector: Volume 2008-2013
Table 120 Forecast Sales of Small Cooking Appliances by Subsector: Value 2008-2013
Table 121 Forecast Sales of Small Cooking Appliances by Subsector: % Volume Growth 2008-2013
Table 122 Forecast Sales of Small Cooking Appliances by Subsector: % Value Growth 2008-2013
SMALL KITCHEN APPLIANCES (NON-COOKING) IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 123 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2003-2008
Table 124 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2003-2008
Table 125 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2003-2008
Table 126 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2003-2008
Table 127 Company Shares of Small Kitchen Appliances (Non-cooking) 2004-2008
Table 128 Brand Shares of Small Kitchen Appliances (Non-cooking) 2005-2008
Table 129 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2008-2013
Table 130 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2008-2013
Table 131 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2008-2013
Table 132 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2008-2013
VACUUM CLEANERS IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 133 Sales of Vacuum Cleaners by Subsector: Volume 2003-2008
Table 134 Sales of Vacuum Cleaners by Subsector: Value 2003-2008
Table 135 Sales of Vacuum Cleaners by Subsector: % Volume Growth 2003-2008
Table 136 Sales of Vacuum Cleaners by Subsector: % Value Growth 2003-2008
Table 137 Unit Sales of Vacuum Cleaners by Format: % Breakdown 2004-2008
Table 138 Unit Sales of Vacuum Cleaners by Power Source: % Breakdown 2004-2008
Table 139 Company Shares of Vacuum Cleaners 2004-2008
Table 140 Brand Shares of Vacuum Cleaners 2005-2008
Table 141 Forecast Sales of Vacuum Cleaners by Subsector: Volume 2008-2013
Table 142 Forecast Sales of Vacuum Cleaners by Subsector: Value 2008-2013
Table 143 Forecast Sales of Vacuum Cleaners by Subsector: % Volume Growth 2008-2013
Table 144 Forecast Sales of Vacuum Cleaners by Subsector: % Value Growth 2008-2013
IRONS IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 145 Sales of Irons: 2003-2008
Table 146 Sales of Irons: % Growth 2003-2008
Table 147 Unit Sales of Irons by Format: % Breakdown 2004-2008
Table 148 Company Shares of Irons 2004-2008
Table 149 Brand Shares of Irons 2005-2008
Table 150 Forecast Sales of Irons: 2008-2013
Table 151 Forecast Sales of Irons: % Growth 2008-2013
PERSONAL CARE APPLIANCES IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 152 Sales of Personal Care Appliances: 2003-2008
Table 153 Sales of Personal Care Appliances: % Growth 2003-2008
Table 154 Sales of Hair Care Appliances by Format: % Breakdown 2003-2008
Table 155 Sales of Body Shavers by Type: % Breakdown 2003-2008
Table 156 Company Shares of Personal Care Appliances 2004-2008
Table 157 Brand Shares of Personal Care Appliances 2005-2008
Table 158 Forecast Sales of Personal Care Appliances: 2008-2013
Table 159 Forecast Sales of Personal Care Appliances: % Growth 2008-2013
AIR TREATMENT PRODUCTS IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 160 Sales of Air Treatment Products: 2003-2008
Table 161 Sales of Air Treatment Products: % Growth 2003-2008
Table 162 Company Shares of Air Treatment Products 2004-2008
Table 163 Brand Shares of Air Treatment Products 2005-2008
Table 164 Forecast Sales of Air Treatment Products: 2008-2013
Table 165 Forecast Sales of Air Treatment Products: % Growth 2008-2013
HEATING APPLIANCES IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 166 Retail Sales of Heating Appliances: 2003-2008
Table 167 Retail Sales of Heating Appliances: % Growth 2003-2008
Table 168 Company Shares of Heating Appliances 2004-2008
Table 169 Brand Shares of Heating Appliances 2005-2008
Table 170 Forecast Sales of Heating Appliances: 2008-2013
Table 171 Forecast Sales of Heating Appliances: % Growth 2008-2013