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: 99 | Publication date: Jun 2009
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
Healthy value growth continues
In 2008, value sales of household care in Greece grew faster than the average annual growth rate registered during the review period as a whole. Strong value growth of automatic dishwashing tablets and liquid detergents helped to compensate for declining value sales in more mature and saturated categories. The rising penetration of surface care products in Greek households (spearheaded by multi-purpose cleaners), coupled with the improved (albeit still comparatively poor) performance of insecticides, further contributed to the overall stable and healthy development of household care.
Growing demand for eco-friendly variants
Manufacturers are starting to realise that demand for environmentally-friendly products is growing. At the same time, environmental awareness is being increasingly highlighted among Greek consumers. In 2008, the majority of eco-friendly launches took place in insecticides, where both environmental and health and safety issues are more sensitive. More household care sectors are expected gradually to follow, in an effort to secure this new and emerging consumer base. In 2008, Rolco Bianil SA introduced its Planet brand, which is the first mass-market, eco-friendly range of household care products in Greece. This strategic launch further signifies that manufacturers have started taken an interest in eco-friendly products.
Multinationals continue to dominate
Multinationals continued to dominate Greek household care in 2008. Shifts in rankings took place in 2008, with Procter & Gamble Hellas SA losing value shares and the leading position to Unilever Hellas SA being the key change. Reckitt Benckiser Hellas Abee also lost value shares and the third position to Colgate-Palmolive Hellas SAIC in 2008. The market remained highly concentrated in 2008, with the top five players, all of which are multinationals, accounting for a combined value share of 71%.
Supermarkets/hypermarkets and discounters gain value shares
Supermarkets/hypermarkets continued to dominate household care distribution in 2008. The value shares of supermarkets/hypermarkets and discounters increased steadily during the review period, in line with the trend towards busier urban lifestyles 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 pricing or product assortment.
Value sales set to fall, due to maturity and a challenging economic environment
Increasing maturity and, most importantly, the challenging economic environment will result in a negative performance of household care at the start of the forecast period, when the recession in Greece will reach its peak. However, during the middle of the forecast period, the market is expected to start witnessing a slow and gradual recovery. Some categories will register very slow growth in constant value sales, while others will witness constant value declines. The most dynamic categories will be those with innovative new product developments, such as electric air fresheners and electric insecticides.
Table of contents
HOUSEHOLD CARE IN GREECE : MARKET INSIGHT
EXECUTIVE SUMMARY
Healthy value growth continues
Growing demand for eco-friendly variants
Multinationals continue to dominate
Supermarkets/hypermarkets and discounters gain value shares
Value sales set to fall, due to maturity and a challenging economic environment
KEY TRENDS AND DEVELOPMENTS
Innovative and convenient products drive value sales
Harsh economic environment heavily influences consumer behaviour
Multinationals continue to dominate
Growing demand for eco-friendly variants
Younger generation of Greek consumers influences product development
MARKET INDICATORS
Table 1 Households 2003-2008
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2003-2008
Table 3 Sales of Household Care by Sector: % Value Growth 2003-2008
Table 4 Household Care Company Shares 2004-2008
Table 5 Household Care Brand Shares 2005-2008
Table 6 Penetration of Private Label by Sector 2003-2008
Table 7 Sales of Household Care by Distribution Format: % Analysis 2003-2008
Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2008
Table 9 Forecast Sales of Household Care by Sector: Value 2008-2013
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2008-2013
APPENDIX
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 2008
EUROCHARTIKI SA - HOUSEHOLD CARE - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Eurochartiki SA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Eurochartiki SA: Competitive Position 2008
PAPOUTSANIS SA, PD - HOUSEHOLD CARE - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 7 PD Papoutsanis SA: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 8 PD Papoutsanis SA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 9 PD Papoutsanis SA: Competitive Position 2008
RICO CHEMICALS SA - HOUSEHOLD CARE - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Rico Chemicals SA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
LAUNDRY CARE IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 11 Sales of Laundry Care by Subsector: Value 2003-2008
Table 12 Sales of Laundry Care by Subsector: % Value Growth 2003-2008
Table 13 Sales of Laundry Detergents by Type: Value 2003-2008
Table 14 Sales of Laundry Detergents by Type: % Value Growth 2003-2008
Table 15 Sales of Laundry Aids by Type: Value 2003-2008
Table 16 Sales of Laundry Aids by Type: % Value Growth 2003-2008
Table 17 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2008
Table 18 Laundry Care Company Shares 2004-2008
Table 19 Laundry Care Brand Shares 2005-2008
Table 20 Laundry Detergents Company Shares 2004-2008
Table 21 Laundry Detergents Brand Shares 2005-2008
Table 22 Laundry Aids Company Shares 2004-2008
Table 23 Laundry Aids Brand Shares 2005-2008
Table 24 Forecast Sales of Laundry Care by Subsector: Value 2008-2013
Table 25 Forecast Sales of Laundry Care by Subsector: % Value Growth 2008-2013
DISHWASHING PRODUCTS IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
SECTOR INDICATORS
Table 26 Household Penetration of Dishwashers 2003-2008
SECTOR DATA
Table 27 Sales of Dishwashing Products by Subsector: Value 2003-2008
Table 28 Sales of Dishwashing Products by Subsector: % Value Growth 2003-2008
Table 29 Dishwashing Products Company Shares 2004-2008
Table 30 Dishwashing Products Brand Shares 2005-2008
Table 31 Forecast Sales of Dishwashing Products by Subsector: Value 2008-2013
Table 32 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2008-2013
DISHWASHING PRODUCTS IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 33 Household Penetration of Dishwashers 2003-2008
SECTOR DATA
Table 34 Sales of Dishwashing Products by Subsector: Value 2003-2008
Table 35 Sales of Dishwashing Products by Subsector: % Value Growth 2003-2008
Table 36 Dishwashing Products Company Shares 2004-2008
Table 37 Dishwashing Products Brand Shares 2005-2008
Table 38 Forecast Sales of Dishwashing Products by Subsector: Value 2008-2013
Table 39 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2008-2013
SURFACE CARE IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 40 Sales of Surface Care by Subsector: Value 2003-2008
Table 41 Sales of Surface Care by Subsector: % Value Growth 2003-2008
Table 42 Surface Care Company Shares 2004-2008
Table 43 Surface Care Brand Shares 2005-2008
Table 44 Household Care Wipes and Floor Cleaning Systems Company Shares 2004-2008
Table 45 Household Care Wipes and Floor Cleaning Systems Brand Shares 2005-2008
Table 46 Forecast Sales of Surface Care by Subsector: Value 2008-2013
Table 47 Forecast Sales of Surface Care by Subsector: % Value Growth 2008-2013
CHLORINE BLEACH IN GREECE
HEADLINES
TRENDS
SECTOR DATA
Table 48 Chlorine Bleach by type: % value analysis 2005-2008
Table 49 Sales of Chlorine Bleach: Value 2003-2008
Table 50 Sales of Chlorine Bleach: % Value Growth 2003-2008
Table 51 Chlorine Bleach Company Shares 2004-2008
Table 52 Chlorine Bleach Brand Shares 2005-2008
Table 53 Forecast Sales of Chlorine Bleach: Value 2008-2013
Table 54 Forecast Sales of Chlorine Bleach: % Value Growth 2008-2013
CHLORINE BLEACH IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 55 Chlorine Bleach by type: % value analysis 2005-2008
Table 56 Sales of Chlorine Bleach: Value 2003-2008
Table 57 Sales of Chlorine Bleach: % Value Growth 2003-2008
Table 58 Chlorine Bleach Company Shares 2004-2008
Table 59 Chlorine Bleach Brand Shares 2005-2008
Table 60 Forecast Sales of Chlorine Bleach: Value 2008-2013
Table 61 Forecast Sales of Chlorine Bleach: % Value Growth 2008-2013
TOILET CARE PRODUCTS IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 62 Sales of Toilet Care Products by Subsector: Value 2003-2008
Table 63 Sales of Toilet Care Products by Subsector: % Value Growth 2003-2008
Table 64 Toilet Care Products Company Shares 2004-2008
Table 65 Toilet Care Products Brand Shares 2005-2008
Table 66 Forecast Sales of Toilet Care Products by Subsector: Value 2008-2013
Table 67 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2008-2013
Table 68 Forecast Sales of Toilet Care Products by Subsector: Value 2008-2013
Table 69 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2008-2013
POLISHES IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 70 Sales of Polishes by Subsector: Value 2003-2008
Table 71 Sales of Polishes by Subsector: % Value Growth 2003-2008
Table 72 Polishes Company Shares 2004-2008
Table 73 Polishes Brand Shares 2005-2008
Table 74 Forecast Sales of Polishes by Subsector: Value 2008-2013
Table 75 Forecast Sales of Polishes by Subsector: % Value Growth 2008-2013
AIR CARE IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 76 Sales of Air Care by Subsector: Value 2003-2008
Table 77 Sales of Air Care by Subsector: % Value Growth 2003-2008
Table 78 Air Care Fragrances Rankings by Value 2006-2008
Table 79 Air Care Company Shares 2004-2008
Table 80 Air Care Brand Shares 2005-2008
Table 81 Forecast Sales of Air Care by Subsector: Value 2008-2013
Table 82 Forecast Sales of Air Care by Subsector: % Value Growth 2008-2013
INSECTICIDES IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 83 Sales of Insecticides by Subsector: Value 2003-2008
Table 84 Sales of Insecticides by Subsector: % Value Growth 2003-2008
Table 85 Spray Insecticides by Type: % Value Breakdown 2006-2008
Table 86 Insecticides Company Shares 2004-2008
Table 87 Insecticides Brand Shares 2005-2008
Table 88 Forecast Sales of Insecticides by Subsector: Value 2008-2013
Table 89 Forecast Sales of Insecticides by Subsector: % Value Growth 2008-2013