Beauty and Personal Care in Greece

Beauty and Personal Care in Greece

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 1 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Baby and Child-Specific Products in Greece

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 11 Sales of Baby and Child-specific Products by Category: Value 2013-2018
Table 12 Sales of Baby and Child-specific Products by Category: % Value Growth 2013-2018
Table 13 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2013-2018
Table 14 NBO Company Shares of Baby and Child-specific Products: % Value 2014-2018
Table 15 LBN Brand Shares of Baby and Child-specific Products: % Value 2015-2018
Table 16 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2015-2018
Table 17 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2015-2018
Table 18 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2015-2018
Table 19 Forecast Sales of Baby and Child-specific Products by Category: Value 2018-2023
Table 20 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
Table 21 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023

Bath and Shower in Greece

HEADLINES

PROSPECTS

Category returns to growth

Positive outlook across most categories

Natural and herbal ingredients in the spotlight

COMPETITIVE LANDSCAPE

Elais Unilever leads bath and shower

New “green” launches

Private label stays strong in liquid soap

CATEGORY DATA

Table 22 Sales of Bath and Shower by Category: Value 2013-2018
Table 23 Sales of Bath and Shower by Category: % Value Growth 2013-2018
Table 24 Sales of Bath and Shower by Premium vs Mass: % Value 2013-2018
Table 25 NBO Company Shares of Bath and Shower: % Value 2014-2018
Table 26 LBN Brand Shares of Bath and Shower: % Value 2015-2018
Table 27 LBN Brand Shares of Premium Bath and Shower: % Value 2015-2018
Table 28 Forecast Sales of Bath and Shower by Category: Value 2018-2023
Table 29 Forecast Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 30 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023

Deodorants in Greece

HEADLINES

PROSPECTS

Ongoing price wars keep squeezing value sales

Growth for the re-emerging category of deodorant sticks, small decline in roll-ons and sprays

Innovation and “green” trend versus devaluation

COMPETITIVE LANDSCAPE

Elais Unilever leads, followed by Sarantis and Beiersdorf

Mass brands dominate

New launches

CATEGORY DATA

Table 31 Sales of Deodorants by Category: Value 2013-2018
Table 32 Sales of Deodorants by Category: % Value Growth 2013-2018
Table 33 Sales of Deodorants by Premium vs Mass: % Value 2013-2018
Table 34 NBO Company Shares of Deodorants: % Value 2014-2018
Table 35 LBN Brand Shares of Deodorants: % Value 2015-2018
Table 36 LBN Brand Shares of Premium Deodorants: % Value 2015-2018
Table 37 Forecast Sales of Deodorants by Category: Value 2018-2023
Table 38 Forecast Sales of Deodorants by Category: % Value Growth 2018-2023
Table 39 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2018-2023

Depilatories in Greece

HEADLINES

PROSPECTS

Depilatories stagnates due to competition from beauty salons

No recovery anticipated across categories

Positive effect of male depilation trend

COMPETITIVE LANDSCAPE

Procter & Gamble, Bic-Violex and Energizer lead women’s razors and blades

Reckitt Benckiser dominates hair removers/bleaches

CATEGORY DATA

Table 40 Sales of Depilatories by Category: Value 2013-2018
Table 41 Sales of Depilatories by Category: % Value Growth 2013-2018
Table 42 Sales of Women's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 43 NBO Company Shares of Depilatories: % Value 2014-2018
Table 44 LBN Brand Shares of Depilatories: % Value 2015-2018
Table 45 Forecast Sales of Depilatories by Category: Value 2018-2023
Table 46 Forecast Sales of Depilatories by Category: % Value Growth 2018-2023

Fragrances in Greece

HEADLINES

PROSPECTS

Premium fragrances to regain fraction of lost sales

“Premiumised” mass men’s fragrances attract trading-down consumers

Independent perfumeries keep growing

COMPETITIVE LANDSCAPE

Notos leads premium fragrances

Domestic GR Sarantis is the undisputable leader in mass fragrances

Niche brands enter the Greek market

CATEGORY DATA

Table 47 Sales of Fragrances by Category: Value 2013-2018
Table 48 Sales of Fragrances by Category: % Value Growth 2013-2018
Table 49 NBO Company Shares of Fragrances: % Value 2014-2018
Table 50 LBN Brand Shares of Fragrances: % Value 2015-2018
Table 51 LBN Brand Shares of Premium Men's Fragrances: % Value 2015-2018
Table 52 LBN Brand Shares of Premium Women's Fragrances: % Value 2015-2018
Table 53 Forecast Sales of Fragrances by Category: Value 2018-2023
Table 54 Forecast Sales of Fragrances by Category: % Value Growth 2018-2023

Hair Care in Greece

HEADLINES

PROSPECTS

Specialisation, premiumisation and “naturality” drive growth for hair care

Slowdown of colourants as consumers return to salons

Rising online sales and premiumisation for salon professional hair care

COMPETITIVE LANDSCAPE

L’Oréal leads hair care

Procter & Gamble and Henkel follow

Natural and premium launches in salon professional hair care

CATEGORY DATA

Table 55 Sales of Hair Care by Category: Value 2013-2018
Table 56 Sales of Hair Care by Category: % Value Growth 2013-2018
Table 57 Sales of Hair Care by Premium vs Mass: % Value 2013-2018
Table 58 NBO Company Shares of Hair Care: % Value 2014-2018
Table 59 NBO Company Shares of Salon Professional Hair Care: % Value 2014-2018
Table 60 LBN Brand Shares of Hair Care: % Value 2015-2018
Table 61 LBN Brand Shares of Colourants: % Value 2015-2018
Table 62 LBN Brand Shares of Salon Professional Hair Care: % Value 2015-2018
Table 63 LBN Brand Shares of Styling Agents: % Value 2015-2018
Table 64 LBN Brand Shares of Premium Hair Care: % Value 2015-2018
Table 65 Forecast Sales of Hair Care by Category: Value 2018-2023
Table 66 Forecast Sales of Hair Care by Category: % Value Growth 2018-2023
Table 67 Forecast Sales of Hair Care by Premium vs Mass: % Value 2018-2023

Mass Beauty and Personal Care in Greece

HEADLINES

PROSPECTS

Return to growth amidst ongoing promotional intensity in hair care and bath and shower

Tight budgets keep favouring mass skin care

Slow but continuous growth for mass colour cosmetics

COMPETITIVE LANDSCAPE

L’Oréal leads mass beauty and personal care

Procter & Gamble, GR Sarantis and Elais Unilever follow

Domestic Hellenica leads mass colour cosmetics

CATEGORY DATA

Table 68 Sales of Mass Beauty and Personal Care by Category: Value 2013-2018
Table 69 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 70 NBO Company Shares of Mass Beauty and Personal Care: % Value 2014-2018
Table 71 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2015-2018
Table 72 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
Table 73 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023

Men's Grooming in Greece

HEADLINES

PROSPECTS

Return to growth amidst economic stabilisation and promotional activity

Fragrances lead growth for men’s grooming

A glimpse of recovery for men’s shaving

COMPETITIVE LANDSCAPE

Procter & Gamble leads men’s grooming

Mass brands outperform premium ones

CATEGORY DATA

Table 74 Sales of Men’s Grooming by Category: Value 2013-2018
Table 75 Sales of Men’s Grooming by Category: % Value Growth 2013-2018
Table 76 Sales of Men's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 77 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2018
Table 78 NBO Company Shares of Men’s Grooming: % Value 2014-2018
Table 79 LBN Brand Shares of Men’s Grooming: % Value 2015-2018
Table 80 LBN Brand Shares of Men's Razors and Blades: % Value 2015-2018
Table 81 Forecast Sales of Men’s Grooming by Category: Value 2018-2023
Table 82 Forecast Sales of Men’s Grooming by Category: % Value Growth 2018-2023

Premium Beauty and Personal Care in Greece

HEADLINES

PROSPECTS

Slow but positive growth for premium beauty and personal care

Premium colour cosmetics and fragrances back on track

Premium skin care remains under pressure, but premium sun care performs well

COMPETITIVE LANDSCAPE

L’Oréal Hellas and Estée Lauder Cosmetics lead

Strong performance of domestic brands

Performance of niche launches reflects consumer confidence

CATEGORY DATA

Table 83 Sales of Premium Beauty and Personal Care by Category: Value 2013-2018
Table 84 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 85 NBO Company Shares of Premium Beauty and Personal Care: % Value 2014-2018
Table 86 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2015-2018
Table 87 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
Table 88 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023

Skin Care in Greece

HEADLINES

PROSPECTS

Positive outlook amidst ongoing promotional intensity

Custom routines, invasive procedures, skin sensitivity and “naturality”

Dynamic growth for face masks, anti-agers and cleansers

COMPETITIVE LANDSCAPE

L’Oréal leads skin care

Brand mobility with multiple launches

Multichannel competition and momentum of internet retailing

CATEGORY DATA

Table 89 Sales of Skin Care by Category: Value 2013-2018
Table 90 Sales of Skin Care by Category: % Value Growth 2013-2018
Table 91 Sales of Face Masks by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 92 Sales of Facial Cleansers by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 93 Sales of Anti-Agers by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 94 Sales of Toners by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 95 NBO Company Shares of Skin Care: % Value 2014-2018
Table 96 LBN Brand Shares of Skin Care: % Value 2015-2018
Table 97 LBN Brand Shares of Facial Moisturisers: % Value 2015-2018
Table 98 LBN Brand Shares of Anti-agers: % Value 2015-2018
Table 99 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2015-2018
Table 100 LBN Brand Shares of General Purpose Body Care: % Value 2015-2018
Table 101 LBN Brand Shares of Premium Skin Care: % Value 2015-2018
Table 102 Forecast Sales of Skin Care by Category: Value 2018-2023
Table 103 Forecast Sales of Skin Care by Category: % Value Growth 2018-2023

Sun Care in Greece

HEADLINES

PROSPECTS

Bright future for sun care amidst ongoing momentum of tourism and rising awareness of sun hazards

Tan and protect in the spotlight, baby and child-specific sun care on the rise

Interplay between sun care and skin care

COMPETITIVE LANDSCAPE

L’Oréal leads sun care, followed by GR Sarantis, whilst domestic pharmacy brands are on the rise

Brands set to address tourists more actively

Rising trend for the pharmacy channel

CATEGORY DATA

Table 104 Sales of Sun Care by Category: Value 2013-2018
Table 105 Sales of Sun Care by Category: % Value Growth 2013-2018
Table 106 NBO Company Shares of Sun Care: % Value 2014-2018
Table 107 LBN Brand Shares of Sun Care: % Value 2015-2018
Table 108 LBN Brand Shares of Premium Adult Sun Care: % Value 2015-2018
Table 109 Forecast Sales of Sun Care by Category: Value 2018-2023
Table 110 Forecast Sales of Sun Care by Category: % Value Growth 2018-2023

Oral Care in Greece

HEADLINES

PROSPECTS

Ongoing promotional intensity suffocates value sales

Electric toothbrushes grows, manual toothbrushes stagnates

Stagnation and attempts of premiumisation for toothpaste

COMPETITIVE LANDSCAPE

Colgate-Palmolive and Elais Unilever are the leading players

Premiumisation in toothbrushes

CATEGORY DATA

Table 111 Sales of Oral Care by Category: Value 2013-2018
Table 112 Sales of Oral Care by Category: % Value Growth 2013-2018
Table 113 Sales of Toothbrushes by Category: Value 2013-2018
Table 114 Sales of Toothbrushes by Category: % Value Growth 2013-2018
Table 115 Sales of Toothpaste by Type: % Value Breakdown 2014-2018
Table 116 NBO Company Shares of Oral Care: % Value 2014-2018
Table 117 LBN Brand Shares of Oral Care: % Value 2015-2018
Table 118 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2015-2018
Table 119 LBN Brand Shares of Toothpaste: % Value 2015-2018
Table 120 Forecast Sales of Oral Care by Category: Value 2018-2023
Table 121 Forecast Sales of Oral Care by Category: % Value Growth 2018-2023
Table 122 Forecast Sales of Toothbrushes by Category: Value 2018-2023
Table 123 Forecast Sales of Toothbrushes by Category: % Value Growth 2018-2023

Colour Cosmetics in Greece

HEADLINES

PROSPECTS

Slow recovery and sophistication trends

Growth for eye and facial make-up

Slow growth for lip products, decline for nail products

COMPETITIVE LANDSCAPE

L’Oréal leads, followed by Estée Lauder

Domestic Hellenica ranks third

Expansion of freestanding stores

CATEGORY DATA

Table 124 Sales of Colour Cosmetics by Category: Value 2013-2018
Table 125 Sales of Colour Cosmetics by Category: % Value Growth 2013-2018
Table 126 NBO Company Shares of Colour Cosmetics: % Value 2014-2018
Table 127 LBN Brand Shares of Colour Cosmetics: % Value 2015-2018
Table 128 LBN Brand Shares of Eye Make-up: % Value 2015-2018
Table 129 LBN Brand Shares of Facial Make-up: % Value 2015-2018
Table 130 LBN Brand Shares of Lip Products: % Value 2015-2018
Table 131 LBN Brand Shares of Nail Products: % Value 2015-2018
Table 132 LBN Brand Shares of Premium Colour Cosmetics: % Value 2015-2018
Table 133 Forecast Sales of Colour Cosmetics by Category: Value 2018-2023
Table 134 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2018-2023

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