Household Care in Greece
Euromonitor International's Household Care 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: 81 | Publication date: Jul 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
Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products
Executive summary
Maturity and stability characterise household care, which is led by laundry care
With slight growth in the review period, household care succeeded in becoming a profitable market. The need for household cleaning products has led to a mature market which is unlikely to lose its consumers, at the same time providing companies with the opportunity to improve their profits by offering new products. In laundry care especially, the undisputed leading sector in household care, continuous launches ensure the sector has a steady clientele, willing to spend more when it comes to products with niche claims.
Environmentally-friendly and hypo-allergenic products gain consumer trust
Environmental concerns appear to be important, especially in categories including products in spray/aerosol format, such as insecticides and air care. Simultaneously, consumers are moving towards hypo-allergenic and skin-friendly products. This is a major trend, especially in sectors such as laundry care. When it comes to families with children, products which claim to have more gentle formulae grow very fast.
Greeks mainly trust multinational companies for household care
Unilever Hellas SA was the leading company in household care in 2006, followed by Procter & Gamble Hellas SA, Colgate-Palmolive Hellas SAIC and Reckitt Benckiser Hellas Abee. Domestic companies come second in consumer preference, as due to a lack of aggressive promotional campaigns their products are not as widely recognised. Meanwhile, some of the multinational brands, such as Skip and Ariel have been present in the Greek market for decades, ensuring a stable base of customers with strong brand loyalty.
Penetration of private label products increases
Private label products have gained increasing popularity, mainly due to their low prices. Economic factors lead consumers to seek cheap alternatives, and this contributes to the growth of private label products. Following this trend, not only discounters such as Lidl and Dia, but also big supermarkets/hypermarkets such as Veropoulos and Alpha Vita Vassilopoulos have introduced private label products, which are offered at very low prices.
Stability will remain the basic characteristic of household care
Being a mature market, household care is expected to grow very slowly over the forecast period. Despite the small chance of intense growth, and given that consumers are unlikely to stop taking care of their households, household care will be a market with few financial losses.
Euromonitor International believes that volume growth will be much more significant than value growth towards the end of the forecast period. This is because private label products, along with economy products, whose launches are expected to notably grow throughout the forecast period, will push down unit prices. Larger packaging, a trend which is already taking place in numerous sectors, such as laundry care, dishwashing products and surface care, will continue, contributing further to the increase in volume sales and, presumably, to the slower growth in value sales.
Table of contents
HOUSEHOLD CARE IN GREECE : MARKET INSIGHT
EXECUTIVE SUMMARY
Maturity and stability characterise household care, which is led by laundry care
Environmentally-friendly and hypo-allergenic products gain consumer trust
Greeks mainly trust multinational companies for household care
Penetration of private label products increases
Stability will remain the basic characteristic of household care
KEY TRENDS AND DEVELOPMENTS
Offers and the consuming public
Differences in lifestyle within urban and rural households
Innovative brands are highly appreciated by the Greek public
Environmentally-friendly products will soon determine shares
Private label has increased its penetration
Urbanisation results in less time for household care
Increasing penetration of automatic dishwashers which are not used
MARKET INDICATORS
Table 1 Households 2001-2006
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2001-2006
Table 3 Sales of Household Care by Sector: % Value Growth 2001-2006
Table 4 Household Care Company Shares 2002-2006
Table 5 Household Care Brand Shares 2003-2006
Table 6 Penetration of Private Label by Sector 2002-2006
Table 7 Sales of Household Care by Distribution Format: % Analysis 2001/2006
Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2006
Table 9 Forecast Sales of Household Care by Sector: Value 2006-2011
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2006-2011
DEFINITIONS
LOCAL COMPANY PROFILES - GREECE
EUREKA HELLAS SA - HOUSEHOLD CARE - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Eureka Hellas SA: Key Facts
Summary 2 Eureka Hellas SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Eureka Hellas SA: Competitive Position 2006
EUROCHARTIKI SA - HOUSEHOLD CARE - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Eurochartiki SA: Key Facts
Summary 5 Eurochartiki SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
SARANTIS SA, GROUP - HOUSEHOLD CARE - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Sarantis Group: Key Facts
Summary 7 Sarantis SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 Sarantis SA: Competitive Position 2006
LAUNDRY CARE IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 11 Household Penetration of Washing Machines 2001-2006
SECTOR DATA
Table 12 Sales of Laundry Care by Subsector: Value 2001-2006
Table 13 Sales of Laundry Care by Subsector: % Value Growth 2001-2006
Table 14 Sales of Laundry Detergents by Type: Value 2001-2006
Table 15 Sales of Laundry Detergents by Type: % Value Growth 2001-2006
Table 16 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2006
Table 17 Sales of Laundry Aids by Type: Value 2001-2006
Table 18 Sales of Laundry Aids by Type: % Value Growth 2001-2006
Table 19 Laundry Care Company Shares 2002-2006
Table 20 Laundry Care Brand Shares 2003-2006
Table 21 Laundry Detergents Company Shares 2002-2006
Table 22 Laundry Detergents Brand Shares 2003-2006
Table 23 Laundry Aids Company Shares 2002-2006
Table 24 Laundry Aids Brand Shares 2003-2006
Table 25 Forecast Sales of Laundry Care by Subsector: Value 2006-2011
Table 26 Forecast Sales of Laundry Care by Subsector: % Value Growth 2006-2011
DISHWASHING PRODUCTS IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 27 Household Penetration of Dishwashers 2001-2006
SECTOR DATA
Table 28 Sales of Dishwashing Products by Subsector: Value 2001-2006
Table 29 Sales of Dishwashing Products by Subsector: % Value Growth 2001-2006
Table 30 Dishwashing Products Company Shares 2002-2006
Table 31 Dishwashing Products Brand Shares 2003-2006
Table 32 Forecast Sales of Dishwashing Products by Subsector: Value 2006-2011
Table 33 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2006-2011
SURFACE CARE IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 34 Sales of Surface Care by Subsector: Value 2001-2006
Table 35 Sales of Surface Care by Subsector: % Value Growth 2001-2006
Table 36 Sales of Wipes by Type: Value 2001-2006
Table 37 Sales of Wipes by Type: % Value Growth 2001-2006
Table 38 Surface Care Company Shares 2002-2006
Table 39 Surface Care Brand Shares 2003-2006
Table 40 Wipes Company Shares 2002-2006
Table 41 Wipes Brand Shares 2003-2006
Table 42 Forecast Sales of Surface Care by Subsector: Value 2006-2011
Table 43 Forecast Sales of Surface Care by Subsector: % Value Growth 2006-2011
CHLORINE BLEACH IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Sales of Chlorine Bleach: Value 2001-2006
Table 45 Sales of Chlorine Bleach: % Value Growth 2001-2006
Table 46 Chlorine Bleach Company Shares 2002-2006
Table 47 Chlorine Bleach Brand Shares 2003-2006
Table 48 Forecast Sales of Chlorine Bleach: Value 2006-2011
Table 49 Forecast Sales of Chlorine Bleach: % Value Growth 2006-2011
TOILET CARE PRODUCTS IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 50 Sales of Toilet Care Products by Subsector: Value 2001-2006
Table 51 Sales of Toilet Care Products by Subsector: % Value Growth 2001-2006
Table 52 Toilet Care Products Company Shares 2002-2006
Table 53 Toilet Care Products Brand Shares 2003-2006
Table 54 Forecast Sales of Toilet Care Products by Subsector: Value 2006-2011
Table 55 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2006-2011
POLISHES IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 56 Sales of Polishes by Subsector: Value 2001-2006
Table 57 Sales of Polishes by Subsector: % Value Growth 2001-2006
Table 58 Polishes Company Shares 2002-2006
Table 59 Polishes Brand Shares 2003-2006
Table 60 Forecast Sales of Polishes by Subsector: Value 2006-2011
Table 61 Forecast Sales of Polishes by Subsector: % Value Growth 2006-2011
AIR CARE IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 62 Sales of Air Care by Subsector: Value 2001-2006
Table 63 Sales of Air Care by Subsector: % Value Growth 2001-2006
Table 64 Air Care Company Shares 2002-2006
Table 65 Air Care Brand Shares 2003-2006
Table 66 Forecast Sales of Air Care by Subsector: Value 2006-2011
Table 67 Forecast Sales of Air Care by Subsector: % Value Growth 2006-2011
INSECTICIDES IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 68 Sales of Insecticides by Subsector: Value 2001-2006
Table 69 Sales of Insecticides by Subsector: % Value Growth 2001-2006
Table 70 Insecticides Company Shares 2002-2006
Table 71 Insecticides Brand Shares 2003-2006
Table 72 Forecast Sales of Insecticides by Subsector: Value 2006-2011
Table 73 Forecast Sales of Insecticides by Subsector: % Value Growth 2006-2011