Executive Summary

Mar 2019
PROSPECTS
Increased tourist flows lead to a rise in demand for away-from-home tissue

There was a significant rise in tourist inflows to Greece in 2018, increasing the footfall in horeca outlets and thereby increasing demand for away-from-home tissue products. Volume sales increased in 2018 and are expected to grow further during 2018-2023, given that forecasts for tourism in Greece are very optimistic.

Premium products thrive despite adverse economic conditions

Economy away-from-home tissue is mature. Having posted strong growth during the country’s recession when operators were forced to trade down, the penetration of economy products within away-from-home tissue is already very high, allowing little room for further growth.

Cash and carry and modern grocery retailers outperform traditional wholesalers

Small-scale business operators in Greece rarely purchase away-from-home tissue directly from manufacturers and wholesalers. It is common practice to visit modern grocery retailers for small-ticket purchases or cash and carries where purchases can be made at wholesale prices.

COMPETITIVE LANDSCAPE
Eurochartiki SA loses share in 2018

With operators under pressure to reduce operating costs, including their budgeting for tissue products, the prevailing trends in away-from-home tissue and hygiene favour economy brands. Domestic manufacturer Eurochartiki SA remained the leading player in away-from-home tissue in 2018 as its prices are competitive.

The competitive landscape of away-from-home tissue is highly fragmented

Numerous small local producers operate as suppliers of away-from-home tissue in Greece, most of them with regional coverage. Furthermore, private label tissue is widely purchased by small-scale operators across business, foodservice and lodging as an economy alternative to products designed for professional use.

Intertrade Hellas, Maxi Hellas and Hart Hellas gain share

Maxi Hellas and Hart Hellas, both present in the economy segment, are key players in away-from-home tissue. With their competitive pricing, both companies posted an increase in sales, benefiting from rising demand for low-cost tissue supplies, and gained share in away-from-home tissue in 2018.

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Away-From-Home Tissue and Hygiene in Greece

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Overview

Discover the latest market trends and uncover sources of future market growth for the Away-From-Home Tissue and Hygiene 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 Away-From-Home Tissue and Hygiene industry in Greece, our research will save you time and money while empowering you to make informed, profitable decisions.

The Away-From-Home Tissue and Hygiene in Greece market research report includes:

  • Analysis of key supply-side and demand trends
  • 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 Away-From-Home Tissue and Hygiene in Greece?
  • What are the major brands in Greece?
  • What are the most important channels for away-from-home sales?
  • What are the different applications for away-from-home wipers?

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 Tissue and Hygiene market research database.

Away-From-Home Tissue and Hygiene in Greece - Category analysis

HEADLINES

PROSPECTS

Increased tourist flows lead to a rise in demand for away-from-home tissue
Premium products thrive despite adverse economic conditions
Cash and carry and modern grocery retailers outperform traditional wholesalers

COMPETITIVE LANDSCAPE

Eurochartiki SA loses share in 2018
The competitive landscape of away-from-home tissue is highly fragmented
Intertrade Hellas, Maxi Hellas and Hart Hellas gain share

CATEGORY DATA

Table 1 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2013-2018
Table 2 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 3 Sales of Away-From-Home Paper Towels by Type: % Value 2014-2018
Table 4 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2013-2018
Table 5 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2013-2018
Table 6 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2013-2018
Table 7 Sales of Away-From-Home Wipers by Format through Public: % Value 2013-2018
Table 8 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2013-2018
Table 9 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2018
Table 10 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 11 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023

Tissue and Hygiene in Greece - Industry Overview

EXECUTIVE SUMMARY

Sales increase driven by stability in retailing and the economic landscape
Rising tourist influx benefits tissue and hygiene
Softex’s relaunch leads to changes in the competitive landscape of retail tissue
Hypermarkets regains part of its lost share
Maturity and discounting will hinder growth

MARKET INDICATORS

Table 12 Birth Rates 2013-2018
Table 13 Infant Population 2013-2018
Table 14 Female Population by Age 2013-2018
Table 15 Total Population by Age 2013-2018
Table 16 Households 2013-2018
Table 17 Forecast Infant Population 2018-2023
Table 18 Forecast Female Population by Age 2018-2023
Table 19 Forecast Total Population by Age 2018-2023
Table 20 Forecast Households 2018-2023

MARKET DATA

Table 21 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 22 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 23 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 24 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 25 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 26 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 27 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 28 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 29 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources