Home Care in Greece
Home care in 2023: The big picture
Table 1 Households 2018-2023
Table 2 Sales of Home Care by Category: Value 2018-2023
Table 3 Sales of Home Care by Category: % Value Growth 2018-2023
Table 4 NBO Company Shares of Home Care: % Value 2019-2023
Table 5 LBN Brand Shares of Home Care: % Value 2020-2023
Table 6 Penetration of Private Label in Home Care by Category: % Value 2018-2023
Table 7 Distribution of Home Care by Format: % Value 2018-2023
Table 8 Distribution of Home Care by Format and Category: % Value 2023
Table 9 Forecast Sales of Home Care by Category: Value 2023-2028
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2023-2028
Summary 1 Research Sources
Air Care in Greece
Air care manages to achieve good value and volume sales, despite economic challenges
Seasonality remains key to sales patterns in air care
Premium innovations struggle to reach mass sales
"Green" trends set to strongly influence developments in air care
Competition from economy alternatives will continue
Natural fragrances will drive development growth
Table 11 Sales of Air Care by Category: Value 2018-2023
Table 12 Sales of Air Care by Category: % Value Growth 2018-2023
Table 13 Sales of Air Care by Fragrance: Value Ranking 2021-2023
Table 14 NBO Company Shares of Air Care: % Value 2019-2023
Table 15 LBN Brand Shares of Air Care: % Value 2020-2023
Table 16 Forecast Sales of Air Care by Category: Value 2023-2028
Table 17 Forecast Sales of Air Care by Category: % Value Growth 2023-2028
Bleach in Greece
Despite category maturity, bleach benefits from shrinking purchasing power
Leading brand Klinex sees its share cannibalised by private label
Lidl grows its share, driving sales via discounters
Bleach attracts low investment from manufacturers
High penetration allows limited room for growth
Sustainability may pose a threat to growth
Table 18 Sales of Bleach: Value 2018-2023
Table 19 Sales of Bleach: % Value Growth 2018-2023
Table 20 NBO Company Shares of Bleach: % Value 2019-2023
Table 21 LBN Brand Shares of Bleach: % Value 2020-2023
Table 22 Forecast Sales of Bleach: Value 2023-2028
Table 23 Forecast Sales of Bleach: % Value Growth 2023-2028
Dishwashing in Greece
Players focus on promotional discount campaigns to attract price-sensitive consumers
Money-saving is a key consumer priority and drives product developments
Price increases lead to fluctuations in the competitive landscape
The growing "green" trend will continue to drive developments
Automatic dishwashing will be affected by low purchasing power
Child-specific products find their way into dishwashing, opening up growth opportunities
Table 24 Household Possession of Dishwashers 2017-2022
Table 25 Sales of Dishwashing by Category: Value 2018-2023
Table 26 Sales of Dishwashing by Category: % Value Growth 2018-2023
Table 27 NBO Company Shares of Dishwashing: % Value 2019-2023
Table 28 LBN Brand Shares of Dishwashing: % Value 2020-2023
Table 29 Forecast Sales of Dishwashing by Category: Value 2023-2028
Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028
Home Insecticides in Greece
Tight competition leads to discounting activities, as brands try to boost their sales to price-sensitive consumers
Consumers seek product trust over brand loyalty
Hot and humid conditions required to boost demand
"Green" trends set to drive further developments in home insecticides
Seasonal dependency leads to unpredictable results, while fear of the tiger mosquito creates specialised opportunities
Specialised sprays set to be key drivers in spray/aerosol insecticides
Table 31 Sales of Home Insecticides by Category: Value 2018-2023
Table 32 Sales of Home Insecticides by Category: % Value Growth 2018-2023
Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2018-2023
Table 34 NBO Company Shares of Home Insecticides: % Value 2019-2023
Table 35 LBN Brand Shares of Home Insecticides: % Value 2020-2023
Table 36 Forecast Sales of Home Insecticides by Category: Value 2023-2028
Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028
Laundry Care in Greece
Laundry care sees lots of activity, despite volume sales remaining in a slump
Consumers shift to larger wash loads and cold washing, to save on energy usage and product volumes
Sustainability is the key trend driving new product developments
The sustainability trend is set to gather further pace over the forecast period
Liquid detergents will remain popular, while "old-fashioned" variants lose appeal
Changes in consumer habits and low purchasing power set to affect sales in discretionary categories
Table 38 Household Possession of Washing Machines 2018-2023
Table 39 Sales of Laundry Care by Category: Value 2018-2023
Table 40 Sales of Laundry Care by Category: % Value Growth 2018-2023
Table 41 Sales of Laundry Aids by Category: Value 2018-2023
Table 42 Sales of Laundry Aids by Category: % Value Growth 2018-2023
Table 43 Sales of Laundry Detergents by Category: Value 2018-2023
Table 44 Sales of Laundry Detergents by Category: % Value Growth 2018-2023
Table 45 NBO Company Shares of Laundry Care: % Value 2019-2023
Table 46 LBN Brand Shares of Laundry Care: % Value 2020-2023
Table 47 NBO Company Shares of Laundry Aids: % Value 2019-2023
Table 48 LBN Brand Shares of Laundry Aids: % Value 2020-2023
Table 49 NBO Company Shares of Laundry Detergents: % Value 2019-2023
Table 50 LBN Brand Shares of Laundry Detergents: % Value 2020-2023
Table 51 Forecast Sales of Laundry Care by Category: Value 2023-2028
Table 52 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028
Polishes in Greece
Sales slump in relatively uninteresting category
Modern living styles and trends rarely require specialist polishes
Shoe polish remains the most relevant, but still struggles to reach positive growth sales
Modern design and housing trends will lead to further losses for floor, metal, and furniture polishes
Ongoing shift to casual shoes will continue to suppress demand for shoe polish
Camel will retain its leadership thanks to overall strengths
Table 53 Sales of Polishes by Category: Value 2018-2023
Table 54 Sales of Polishes by Category: % Value Growth 2018-2023
Table 55 NBO Company Shares of Polishes: % Value 2019-2023
Table 56 LBN Brand Shares of Polishes: % Value 2020-2023
Table 57 Forecast Sales of Polishes by Category: Value 2023-2028
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2023-2028
Surface Care in Greece
Inflation and price hikes take their toll upon sales
Subcategories with private label options tempt consumers to trade down
Price competition and discounting activities gather pace
Ingredients will be under the spotlight of new developments
Category maturity and low purchasing power among consumers will hinder volume growth
Practical factors will benefit specific categories
Table 59 Sales of Surface Care by Category: Value 2018-2023
Table 60 Sales of Surface Care by Category: % Value Growth 2018-2023
Table 61 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2018-2023
Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2018-2023
Table 63 NBO Company Shares of Surface Care: % Value 2019-2023
Table 64 LBN Brand Shares of Surface Care: % Value 2020-2023
Table 65 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2023
Table 66 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2023
Table 67 Forecast Sales of Surface Care by Category: Value 2023-2028
Table 68 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028
Toilet Care in Greece
Fragrance remains under the spotlight of developments in toilet care
Multi-pack trend drives growth in ITBs
Toilet liquids/foam volume sales somewhat skewed by players shifting from two-for-one to percentage discount offers
Frugal lifestyles will continue to hinder growth over the forecast period
Private label has scope for growth as seen with Lidl, although players need to expand their portfolios
Rim blocks will continue to attract investment and developments
Table 69 Sales of Toilet Care by Category: Value 2018-2023
Table 70 Sales of Toilet Care by Category: % Value Growth 2018-2023
Table 71 NBO Company Shares of Toilet Care: % Value 2019-2023
Table 72 LBN Brand Shares of Toilet Care: % Value 2020-2023
Table 73 Forecast Sales of Toilet Care by Category: Value 2023-2028
Table 74 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028