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Country Report

Greece Flag Bath and Shower in Greece

| Pages: 29

Price: US$990

About this Report

Executive Summary

TRENDS

  • In 2015, as was the case in recent years, manufacturers and retailers alike continued an all-out campaign of promotions and discounts in bath and shower, leading value sales to decline by 3%. The majority of consumers have turned into bargain hunters and choose their purchases based on what is on offer, and while most of those insist on buying their favourite brand, they try to do so when it is on offer. The overabundance of promotions is now being taken for granted and thus serves to retain or limit the decline of volume sales, rather than develop them. This was evident in the key category of body wash/shower gel, where volume sales declined along value sales by almost 2% in 2015, despite the fact that the category is characterised by buy-one-get-one-free offers.

COMPETITIVE LANDSCAPE

  • Elais Unilever remained the leader in bath and shower in 2015 with a 20% value share. The company invested heavily in supporting Dove, with new launches, aggressive money-off and buy-one-get-one-free offers, and by doing so enabled Dove to gain value share in 2015 to reach 12%. With its other brands, Lux and Badedas, remaining stable, Unilever managed to slightly increase its share in 2015. Following closely, Colgate-Palmolive ranked second, also with a 20% value share. The company also managed to slightly increase its share, as both large players benefited from their capacity to make more intense offers and discounts.

PROSPECTS

  • Bath and shower is expected to continue to be promo-driven, given the ongoing economic recession. As staple products, bath and shower will likely show greater resilience to the crisis than most categories in volume terms, yet volume sales will hardly increase, given the already very high levels of penetration. As the overabundance of promotions led average unit prices and, subsequently, value sales to decline at record levels, it is expected that manufacturers will need to combine innovation with low prices and to-the-point promotions in order to prevail in the future. Thus, as promotions cannot reduce prices further, and a certain degree of differentiation and even perhaps premiumisation will be required, value sales are predicted to witness a slightly positive value CAGR of 1% at constant 2015 prices over the forecast period.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Bath and Shower industry in Greece with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Bath and Shower industry in Greece, our research will save you time and money while empowering you to make informed, profitable decisions.

The Bath and Shower in Greece market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Bath and Shower in Greece?
  • What are the major brands in Greece?
  • How are sales of private label products evolving?
  • What is the importance of intimate washes in the overall category context?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Table of Contents

Bath and Shower in Greece - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 1 Sales of Bath and Shower by Category: Value 2010-2015
  • Table 2 Sales of Bath and Shower by Category: % Value Growth 2010-2015
  • Table 3 Sales of Bath and Shower by Premium vs Mass: % Value 2010-2015
  • Table 4 NBO Company Shares of Bath and Shower: % Value 2011-2015
  • Table 5 LBN Brand Shares of Bath and Shower: % Value 2012-2015
  • Table 6 LBN Brand Shares of Premium Bath and Shower: % Value 2012-2015
  • Table 7 Forecast Sales of Bath and Shower by Category: Value 2015-2020
  • Table 8 Forecast Sales of Bath and Shower by Category: % Value Growth 2015-2020
  • Table 9 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020

Bath and Shower in Greece - Company Profiles

Korres Natural Products SA in Beauty and Personal Care (Greece)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 1 Korres Natural Products SA: Key Facts
  • Summary 2 Korres Natural Products SA: Operational Indicators

COMPETITIVE POSITIONING

  • Summary 3 Korres Natural Products SA: Competitive Position 2015

Procter & Gamble Hellas SA in Beauty and Personal Care (Greece)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 4 Procter & Gamble Hellas SA: Key Facts
  • Summary 5 Procter & Gamble Hellas SA: Operational Indicators

COMPETITIVE POSITIONING

  • Summary 6 Procter & Gamble Hellas SA: Competitive Position 2015

Beauty and Personal Care in Greece - Industry Context

EXECUTIVE SUMMARY

Political and economic turbulence jeopardises the economic recovery

Ongoing promotional intensity squeezes value sales

Large players have the resources to come through

Innovation a tool against the recession

From so low, the only way is up

KEY TRENDS AND DEVELOPMENTS

Political and economic developments postpone market stabilisation

The shift in distribution channels continues

Ongoing promotional intensity squeezes value sales

MARKET DATA

  • Table 10 Sales of Beauty and Personal Care by Category: Value 2010-2015
  • Table 11 Sales of Beauty and Personal Care by Category: % Value Growth 2010-2015
  • Table 12 Sales of Premium Beauty and Personal Care by Category: Value 2010-2015
  • Table 13 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2010-2015
  • Table 14 GBO Company Shares of Beauty and Personal Care: % Value 2011-2015
  • Table 15 NBO Company Shares of Beauty and Personal Care: % Value 2011-2015
  • Table 16 LBN Brand Shares of Beauty and Personal Care: % Value 2012-2015
  • Table 17 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2010-2015
  • Table 18 Distribution of Beauty and Personal Care by Format: % Value 2010-2015
  • Table 19 Distribution of Beauty and Personal Care by Format and Category: % Value 2015
  • Table 20 Forecast Sales of Beauty and Personal Care by Category: Value 2015-2020
  • Table 21 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020
  • Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2015-2020
  • Table 23 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020

SOURCES

  • Summary 7 Research Sources

Segmentation

This market research report includes the following:

  • Bath and Shower
    • Bar Soap
    • Bath Additives
      • Body Wash/Shower Gel
      • Intimate Hygiene
        • Intimate Washes
        • Intimate Wipes
      • Liquid Soap
      • Talcum Powder

    Statistics Included

    For each category and subcategory you will receive the following data in Excel format:

    From Passport

    • Market Sizes
    • Company Shares
    • Brand Shares
    • Distribution
    • Premium vs Mass
    • Pricing
    • Products by Ingredient

    Market size details:

    • Retail volume
    • Retail volume % growth
    • Retail volume per capita
    • Retail value retail selling price % growth
    • Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY
    • Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
    • Retail value manufacturer selling price % growth
    • Retail value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
    • Retail value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
    • Retail volume alternative
    • Retail volume alternative % growth
    • Retail volume alternative per capita

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