Executive Summary

Jun 2019
PROSPECTS
Poor prospects due to combination of demographic crisis and economic hardship

Bolstered by baby wipes and sun care product, value sales of baby and child-specific products grew in 2018 after declining throughout the review period in the face of the ongoing demographic crisis and economic hardship. This prompted intense offers and discounts and generated consumer trends that favour the use of a single product for the whole family at the expense of baby and child-specific ones.

Momentum of tourism keeps fuelling growth for sun care

Baby and child-specific sun care saw value sales grow in 2018, and the category is expected to continue recording positive growth over the forecast period due to the momentum of inbound tourism and rising consumer awareness regarding sun exposure risks. In Greece, baby and child-specific sun care will always be a high priority for consumers and manufacturers and they will make constant improvements, adding more natural ingredients to address parents’ growing demand for natural products.

Multiuse trend drives growth for baby wipes

In contrast to the “one product for the whole family” trend, baby wipes continued to profit from the fact that they are used quite regularly for a wide range of purposes by all members of the household – in the car or the office, for removing make-up, on holidays, and more.

COMPETITIVE LANDSCAPE
Domestic Mega Disposables assumes lead over Johnson & Johnson as Baby Care increases its value share

Domestic Mega Disposables surpassed multinational Johnson & Johnson to take first place in baby and child-specific products in 2018 on the strength of its Baby Care brand, which has steadily gained ground and increased its value share by more than a percentage point in 2018 whilst sales of Johnson & Johnson’s Baby brand stagnated. Widely known for its baby and child-specific products and enjoying high loyalty to its brands and product lines, Johnson & Johnson Hellas had led the category in Greece throughout the review period.

Significant presence of domestic players

Like Mega Disposables, Septona is another, most dynamic Greek manufacturer, which is present in baby wipes as well as in baby and child-specific skin care and toiletries. The company recorded double-digit value growth baby wipes in 2018.

Stagnant sales for private label products

Tight consumer budgets did not translate to good performance for private label products in 2018. Greek consumers hesitate to choose unbranded products for their babies, especially when it comes to skin care.

Want to find out more about this report?
Request more information
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.

Your Recently Viewed Reports

Baby and Child-Specific Products in Greece

Samples (FAQs about samples):

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

Discover the latest market trends and uncover sources of future market growth for the Baby and Child-specific Products 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 Baby and Child-specific Products industry in Greece, our research will save you time and money while empowering you to make informed, profitable decisions.

The Baby and Child-specific Products 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 Baby and Child-specific Products in Greece?
  • What are the major brands in Greece?
  • What are the movements in unit prices across categories?
  • What is the penetration of premium baby care products?

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.

Baby and Child-Specific Products in Greece - Category analysis

HEADLINES

PROSPECTS

Poor prospects due to combination of demographic crisis and economic hardship
Momentum of tourism keeps fuelling growth for sun care
Multiuse trend drives growth for baby wipes

COMPETITIVE LANDSCAPE

Domestic Mega Disposables assumes lead over Johnson & Johnson as Baby Care increases its value share
Significant presence of domestic players
Stagnant sales for private label products

CATEGORY DATA

Table 1 Sales of Baby and Child-specific Products by Category: Value 2013-2018
Table 2 Sales of Baby and Child-specific Products by Category: % Value Growth 2013-2018
Table 3 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2013-2018
Table 4 NBO Company Shares of Baby and Child-specific Products: % Value 2014-2018
Table 5 LBN Brand Shares of Baby and Child-specific Products: % Value 2015-2018
Table 6 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2015-2018
Table 7 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2015-2018
Table 8 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2015-2018
Table 9 Forecast Sales of Baby and Child-specific Products by Category: Value 2018-2023
Table 10 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
Table 11 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023

Beauty and Personal Care in Greece - Industry Overview

EXECUTIVE SUMMARY

Market returns to growth
Sales increase amidst improvement of economic climate and growth of internet retailing
L’Oréal leads a market dominated by multinational companies
New launches revolve around the “natural” trend
Slow, partial recovery anticipated

MARKET DATA

Table 12 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 13 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 14 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 15 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 16 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 17 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 18 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 19 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 20 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 21 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources