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: 91 | Publication date: Jun 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
Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products
Executive summary
Household care shows healthy growth in current value sales in 2007
In 2007, growth in household care current value sales was faster than the CAGR recorded for the review period as a whole. Strong growth in current value sales for automatic dishwashing tablets and liquid detergents helped to compensate for declining sales in more mature and saturated categories. Moreover, the rising penetration of surface care products in Greek households (spearheaded by multi-purpose cleaners) and improved (albeit still comparatively poor) performances by insecticides and polishes also contributed to the stable and healthy development of household care overall.
Challenging economic environment boosts demand for private label products
During the review period, the penetration of private label products in household care rose steadily in line with falling disposable income levels for Greek consumers. The effects of this trend were still very much in evidence in 2007, with branded manufacturers offering economy bulk packs and discount deals to boost volume sales and maintain their competitive positions. However, rising production and distribution costs continued to push many brands out of the price range of struggling middle and lower income consumers, with the result that these groups showed an increasing preference for economy variants and private label products.
Multinationals retain a firm grip on the Greek household care market
Multinationals continued to dominate the Greek household care market in 2007. There were no major fluctuations in the value shares of leading companies over 2006-2007, with all the key players retaining their leading positions in their respective thanks to the loyalty shown by Greek consumers towards their well established brands. The market thus remained highly concentrated in 2007, with the top four players (all multinationals) accounting for a combined value share of 61%. The remaining shares were split between a relatively small number of smaller multinationals and local or regional players.
Supermarkets/hypermarkets and discounters make distribution gains
Supermarkets/hypermarkets continued to dominate retail household care distribution in 2007. During the review period, the value shares of the supermarkets/hypermarkets and discounters channels rose steadily in line with the trend towards busier lifestyles in urban areas and increasing pressure on household budgets. Value share gains for both channels came primarily at the expense of small grocery retailers, which could not compete in terms of prices or product assortments.
Increasing maturity will hinder market development over 2007-2012
Increasing maturity will restrict the development of the Greek household care market over the forecast period. Growth in constant value sales for some sectors will be very slow, while others will witness constant value declines. The categories which perform best will be those that are still witnessing innovative new product developments, such as electric air fresheners and electric insecticides, for example. Given the increasingly ‘green’ attitude of some Greek consumers, individual household care categories could also benefit from the introduction of eco-friendly variants.
Table of contents
HOUSEHOLD CARE IN GREECE : MARKET INSIGHT
EXECUTIVE SUMMARY
Household care shows healthy growth in current value sales in 2007
Challenging economic environment boosts demand for private label products
Multinationals retain a firm grip on the Greek household care market
Supermarkets/hypermarkets and discounters make distribution gains
Increasing maturity will hinder market development over 2007-2012
KEY TRENDS AND DEVELOPMENTS
Economic constraints and busier lifestyles fuel trend towards bulk packs
Household care players offer free gifts to gain a competitive edge
Multinationals strengthen their grip on the household care market
Demand for eco-friendly variants rises in line with environmental awareness
Younger Greek consumers are more open to change
MARKET INDICATORS
Table 1 Households 2002-2007
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2002-2007
Table 3 Sales of Household Care by Sector: % Value Growth 2002-2007
Table 4 Household Care Company Shares 2003-2007
Table 5 Household Care Brand Shares 2004-2007
Table 6 Penetration of Private Label by Sector 2003-2007
Table 7 Sales of Household Care by Distribution Format: % Analysis 2002-2007
Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2007
Table 9 Forecast Sales of Household Care by Sector: Value 2007-2012
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2007-2012
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - GREECE
EUREKA HELLAS SA - HOUSEHOLD CARE - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Eureka Hellas SA: Key Facts
Summary 3 Eureka Hellas SA: Operational Indicators 2005-2006
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Eureka Hellas SA: Competitive Position 2006
G MALIKOUTIS SA - HOUSEHOLD CARE - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 5 G. Malikoutis SA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 G. Malikoutis SA: Competitive Position 2007
GEROLIMATOS SA - HOUSEHOLD CARE - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Gerolimatos SA: Key Facts
Summary 8 P. N. Gerolymatos SA
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Gerolimatos SA: Competitive Position 2007
PAPOUTSANIS SA, PD - HOUSEHOLD CARE - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 10 PD Papoutsanis SA: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 11 PD Papoutsanis SA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 12 PD Papoutsanis SA: Competitive Position 2007
SARANTIS SA, GR - HOUSEHOLD CARE - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 13 GR Sarantis SA: Key Facts
Summary 14 GR Sarantis SA: Operational Indicators 2006-2007
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 15 GR Sarantis SA: Competitive Position 2007
LAUNDRY CARE IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 11 Household Penetration of Washing Machines 2002-2007
SECTOR DATA
Table 12 Sales of Laundry Care by Subsector: Value 2002-2007
Table 13 Sales of Laundry Care by Subsector: % Value Growth 2002-2007
Table 14 Sales of Laundry Detergents by Type: Value 2002-2007
Table 15 Sales of Laundry Detergents by Type: % Value Growth 2002-2007
Table 16 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2007
Table 17 Sales of Laundry Aids by Type: Value 2002-2007
Table 18 Sales of Laundry Aids by Type: % Value Growth 2002-2007
Table 19 Laundry Care Company Shares 2003-2007
Table 20 Laundry Care Brand Shares 2004-2007
Table 21 Laundry Detergents Company Shares 2003-2007
Table 22 Laundry Detergents Brand Shares 2004-2007
Table 23 Laundry Aids Company Shares 2003-2007
Table 24 Laundry Aids Brand Shares 2004-2007
Table 25 Forecast Sales of Laundry Care by Subsector: Value 2007-2012
Table 26 Forecast Sales of Laundry Care by Subsector: % Value Growth 2007-2012
DISHWASHING PRODUCTS IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 27 Household Penetration of Dishwashers 2002-2007
SECTOR DATA
Table 28 Sales of Dishwashing Products by Subsector: Value 2002-2007
Table 29 Sales of Dishwashing Products by Subsector: % Value Growth 2002-2007
Table 30 Dishwashing Products Company Shares 2003-2007
Table 31 Dishwashing Products Brand Shares 2004-2007
Table 32 Forecast Sales of Dishwashing Products by Subsector: Value 2007-2012
Table 33 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2007-2012
SURFACE CARE IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 34 Sales of Surface Care by Subsector: Value 2002-2007
Table 35 Sales of Surface Care by Subsector: % Value Growth 2002-2007
Table 36 Sales of Wipes by Type: Value 2002-2007
Table 37 Sales of Wipes by Type: % Value Growth 2002-2007
Table 38 Surface Care Company Shares 2003-2007
Table 39 Surface Care Brand Shares 2004-2007
Table 40 Wipes Company Shares 2003-2007
Table 41 Wipes Brand Shares 2004-2007
Table 42 Forecast Sales of Surface Care by Subsector: Value 2007-2012
Table 43 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012
CHLORINE BLEACH IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Chlorine Bleach by Type: % Value Analysis 2005-2007
Table 45 Sales of Chlorine Bleach: Value 2002-2007
Table 46 Sales of Chlorine Bleach: % Value Growth 2002-2007
Table 47 Chlorine Bleach Company Shares 2003-2007
Table 48 Chlorine Bleach Brand Shares 2004-2007
Table 49 Forecast Sales of Chlorine Bleach: Value 2007-2012
Table 50 Forecast Sales of Chlorine Bleach: % Value Growth 2007-2012
TOILET CARE PRODUCTS IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 51 Sales of Toilet Care Products by Subsector: Value 2002-2007
Table 52 Sales of Toilet Care Products by Subsector: % Value Growth 2002-2007
Table 53 Toilet Care Products Company Shares 2003-2007
Table 54 Toilet Care Products Brand Shares 2004-2007
Table 55 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012
Table 56 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012
POLISHES IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 57 Sales of Polishes by Subsector: Value 2002-2007
Table 58 Sales of Polishes by Subsector: % Value Growth 2002-2007
Table 59 Polishes Company Shares 2003-2007
Table 60 Polishes Brand Shares 2004-2007
Table 61 Forecast Sales of Polishes by Subsector: Value 2007-2012
Table 62 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012
AIR CARE IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 63 Sales of Air Care by Subsector: Value 2002-2007
Table 64 Sales of Air Care by Subsector: % Value Growth 2002-2007
Table 65 Air Care Fragrances Rankings by Value 2006-2007
Table 66 Air Care Company Shares 2003-2007
Table 67 Air Care Brand Shares 2004-2007
Table 68 Forecast Sales of Air Care by Subsector: Value 2007-2012
Table 69 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012
INSECTICIDES IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 70 Sales of Insecticides by Subsector: Value 2002-2007
Table 71 Sales of Insecticides by Subsector: % Value Growth 2002-2007
Table 72 Spray Insecticides by Type: % Value Breakdown 2006-2007
Table 73 Insecticides Company Shares 2003-2007
Table 74 Insecticides Brand Shares 2004-2007
Table 75 Forecast Sales of Insecticides by Subsector: Value 2007-2012
Table 76 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012