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Country Report

Greece Flag Bath and Shower in Greece

| Pages: 29

Price: US$990

About this Report

Executive Summary

TRENDS

  • Amidst the recession, companies continue an all-out war of promotions and discounts in bath and shower, hindering value growth, which declines by 4% in 2014. The biggest category within bath and shower, body wash/shower gel, has been saturated by such intense promotions and discounting over recent years, that consumers now only buy when there is an offer. The market is flooded with “BOGOF” offers and, subsequently these have lost their appeal; promotion has been "too much" and is now considered standard. It has become a commodity-status category and promotions alone can no longer drive volume growth. Thus, body wash/shower gel declines in 2014 by 3% and 4% in volume and value, respectively.

COMPETITIVE LANDSCAPE

  • Elais Unilever retained the leading position in 2014 with a value share of over 19%. Elais Unilever heavily invested in supporting Dove, with aggressive money-off offers, and in doing so, Dove gained share in 2014 to reach 13%. However, this was not the case for its other brands, such as Lux or Badedas, which saw small declines in sales. Overall, the losses were nearly balanced by the performance of Dove, helping Unilever to maintain its share at approximately the same levels as the previous year.

PROSPECTS

  • The ongoing recession is the main threat for bath and shower. The category will continue to be promo-driven, given the grim and constantly deteriorating status of the Greek economy. Being staple products, bath and shower will show greater resilience to the crisis than most markets in volume terms, but will not see volume growth, due to the already very high levels of penetration. Given that the overabundance of promotions has made many consumers immune to offers, premiumisation and differentiation will also be employed by leading companies in their quest for value growth. As a result, value sales will stagnate, caught amidst the conflicting trends of premiumisation and promotions.

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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 2009-2014
  • Table 2 Sales of Bath and Shower by Category: % Value Growth 2009-2014
  • Table 3 Sales of Bath and Shower by Premium vs Mass: % Value 2009-2014
  • Table 4 NBO Company Shares of Bath and Shower: % Value 2010-2014
  • Table 5 LBN Brand Shares of Bath and Shower: % Value 2011-2014
  • Table 6 LBN Brand Shares of Premium Bath and Shower: % Value 2011-2014
  • Table 7 Forecast Sales of Bath and Shower by Category: Value 2014-2019
  • Table 8 Forecast Sales of Bath and Shower by Category: % Value Growth 2014-2019
  • Table 9 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2014-2019

Bath and Shower in Greece - Company Profiles

Frezyderm SA in Beauty and Personal Care (Greece)

STRATEGIC DIRECTION

  • Summary 1 Frezyderm SA: Key Facts
  • Summary 2 Frezyderm SA: Operational Indicators

COMPETITIVE POSITIONING

  • Summary 3 Frezyderm SA: Competitive Position 2014

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

STRATEGIC DIRECTION

KEY FACTS

  • Summary 4 Korres Natural Products SA: Key Facts
  • Summary 5 Korres Natural Products SA: Operational Indicators

COMPETITIVE POSITIONING

  • Summary 6 Korres Natural Products SA: Competitive Position 2014

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

STRATEGIC DIRECTION

KEY FACTS

  • Summary 7 Procter & Gamble Hellas SA: Key Facts
  • Summary 8 Procter & Gamble Hellas SA: Operational Indicators

COMPETITIVE POSITIONING

  • Summary 9 Procter & Gamble Hellas SA: Competitive Position 2014

Beauty and Personal Care in Greece - Industry Context

EXECUTIVE SUMMARY

Market decline slows down

Consumers turned into bargain hunters

Trading down favours mass brands, private label loses momentum

Innovation helps retain value

Market stabilises at low point

KEY TRENDS AND DEVELOPMENTS

Ongoing offers hinder value growth

Trading down from premium to mass continues

Supermarkets and e-retailers squeeze beauty retailers

MARKET DATA

  • Table 10 Sales of Beauty and Personal Care by Category: Value 2009-2014
  • Table 11 Sales of Beauty and Personal Care by Category: % Value Growth 2009-2014
  • Table 12 Sales of Premium Beauty and Personal Care by Category: Value 2009-2014
  • Table 13 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2009-2014
  • Table 14 GBO Company Shares of Beauty and Personal Care: % Value 2010-2014
  • Table 15 NBO Company Shares of Beauty and Personal Care: % Value 2010-2014
  • Table 16 LBN Brand Shares of Beauty and Personal Care: % Value 2011-2014
  • Table 17 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2009-2014
  • Table 18 Distribution of Beauty and Personal Care by Format: % Value 2009-2014
  • Table 19 Distribution of Beauty and Personal Care by Format and Category: % Value 2014
  • Table 20 Forecast Sales of Beauty and Personal Care by Category: Value 2014-2019
  • Table 21 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2014-2019
  • Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2014-2019
  • Table 23 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2014-2019

SOURCES

  • Summary 10 Research Sources

Segmentation

This market research report includes the following:

  • Bath and Shower
    • Bar Soap
    • Bath Additives
      • Bath Foam/Gel
      • Bath Oil/Pearls
      • Bath Salts/Powder
      • Other 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
  • Pricing
  • Premium vs Mass
  • 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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