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Country Report

Beauty and Personal Care in

Beauty and Personal Care in Greece

Jul 2020

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Executive Summary

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COVID-19 impact on beauty and personal care

The COVID-19 pandemic and the official response to it have had a wide impact on sales of beauty and personal care in Greece during 2020, with a complex picture emerging as various countervailing trends emerge across several categories. The interruption to business activity in the country due to social distancing, home seclusion and the lockdown which was in place for much of the second quarter of the year came at a time when Greek society had not fully recovered from the severe recession which has been affecting the country’s economy for around a decade.

COVID-19 country impact

As of 6 May 2020, Greece had seen around 150 deaths due to COVID-19 and 2,700 cases. On 19 March a rule was introduced that no more than 10 people were allowed to be in close proximity of each other and a ban was implemented on all unnecessary movement of citizens around the country.

Stable and sustainable growth a sign of economic recovery and rising spending

Solid and sustainable sales growth was seen across most categories in beauty and personal care in 2019. This represents a continuation of the positive sales trends seen during the second half of the review period after the significant sales declines seen across beauty and personal care between 2009 and 2016 as the Greek economy recovered from the economic crisis.

Folli Follie restructuring creates opportunities for agile players

2019 saw major changes in the competitive environment in numerous beauty and personal care categories as the ownership of several notable brands changed hands. The event that triggered this situation was the restructuring of the assets of Folli Follie, Group, the local manufacturer of luxury jewellery, watches and personal accessories that entered into administration during 2019.

Steady and stable growth expected as recovering economy boosts demand

Prior to the onset of COVID-19, Greece’s economy was making steady progress towards a full and lasting recovery from the extended economic crisis which subsisted in the country between 2009 and 2016. As such, the interruption to business activity seen in the country during the second quarter of 2020 and, in particular, the significant decline expected to be seen in inbound tourist arrivals over the course of the year is likely to have placed considerable pressure on household incomes for many consumers, with significant knock-on effects likely to be seen across the Greek economy throughout 2020 and potentially 2021, depending on how quickly and robustly the numbers of inbound arrivals can recover over the second half of 2020.

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Beauty and Personal Care Sample Report Beauty and Personal Care Data Sample

Overview

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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.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Beauty and Personal Care 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 Beauty and Personal Care industry in Greece, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Greece for free (where applicable):

The Beauty and Personal Care 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 Beauty and Personal Care in Greece?
What are the major brands in Greece?
How are sales of mass versus premium beauty products evolving?
What are the key shifts in retail channel distribution?

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.

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Beauty and Personal Care in Greece

EXECUTIVE SUMMARY

COVID-19 impact on beauty and personal care

COVID-19 country impact

Stable and sustainable growth a sign of economic recovery and rising spending

Folli Follie restructuring creates opportunities for agile players

Steady and stable growth expected as recovering economy boosts demand

Chart 1 Beauty and Personal Care Value Sales Growth Scenarios: 2017-2024
Chart 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2016-2024

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2014-2019
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2014-2019
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2015-2019
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2015-2019
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2016-2019
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2014-2019
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2014-2019
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2019
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2019-2024
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2019-2024

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Mass Beauty and Personal Care in Greece

HEADLINES

PRE-COVID-19 PERFORMANCE

Moderate sales growth recorded as mass products become more sophisticated

L’Oréal leads sales as local player GR Sarantis presents strong competition

Mono-brand mass cosmetics retailers support stronger sales growth

2020 AND BEYOND

COVID-19 impact

Affected products within mass beauty and personal care

Recovery and opportunities

CATEGORY DATA

Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2014-2019
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2014-2019
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2015-2019
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2016-2019
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2019-2024
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2019-2024

Premium Beauty and Personal Care in Greece

HEADLINES

PRE-COVID-19 PERFORMANCE

The economic recovery supports a return to positive growth for premium brands

L’Oréal leads a category in turmoil due to the difficulties faced by Folli Follie Group

Rising interest in dermocosmetics sees sales shift towards chemists/pharmacies

2020 AND BEYOND

COVID-19 impact

Affected products within premium beauty and personal care

Recovery and opportunities

CATEGORY DATA

Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2014-2019
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2014-2019
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2015-2019
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2016-2019
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2019-2024
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2019-2024

Baby and Child-Specific Products in Greece

HEADLINES

PRE-COVID-19 PERFORMANCE

Unfavourable background trends continue to suppress demand in the category

Mega Disposables leads sales due to its strong position in baby wipes

Focus on avoiding sun damage to skin and buoyant inbound tourism boost sun care

2020 AND BEYOND

COVID-19 impact

Affected products within baby and child-specific products

Recovery and opportunities

CATEGORY DATA

Table 23 Sales of Baby and Child-specific Products by Category: Value 2014-2019
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2014-2019
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2014-2019
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2015-2019
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2016-2019
Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2016-2019
Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2016-2019
Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2016-2019
Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2019-2024
Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2019-2024
Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2019-2024

Bath and Shower in Greece

HEADLINES

PRE-COVID-19 PERFORMANCE

Body wash/shower gel struggles in 2019 as liquid soap outperforms bar soap

Multinational players Elais Unilever, Colgate-Palmolive and Reckitt Benckiser lead

Innovation a key theme as players seek to distinguish their products and brands

2020 AND BEYOND

COVID-19 impact

Affected products within bath and shower

Recovery and opportunities

CATEGORY DATA

Table 34 Sales of Bath and Shower by Category: Value 2014-2019
Table 35 Sales of Bath and Shower by Category: % Value Growth 2014-2019
Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2014-2019
Table 37 NBO Company Shares of Bath and Shower: % Value 2015-2019
Table 38 LBN Brand Shares of Bath and Shower: % Value 2016-2019
Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2016-2019
Table 40 Forecast Sales of Bath and Shower by Category: Value 2019-2024
Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2019-2024
Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2019-2024

Colour Cosmetics in Greece

HEADLINES

PRE-COVID-19 PERFORMANCE

A mixed performance in 2019 as sales decline in many categories despite innovation

L’Oréal remains the leading international player, Hellenica is the leading local player

Mono-brand retailers poised to become far more influential in colour cosmetics

2020 AND BEYOND

COVID-19 impact

Affected products within colour cosmetics

Recovery and opportunities

CATEGORY DATA

Table 43 Sales of Colour Cosmetics by Category: Value 2014-2019
Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2014-2019
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2015-2019
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2016-2019
Table 47 LBN Brand Shares of Eye Make-up: % Value 2016-2019
Table 48 LBN Brand Shares of Facial Make-up: % Value 2016-2019
Table 49 LBN Brand Shares of Lip Products: % Value 2016-2019
Table 50 LBN Brand Shares of Nail Products: % Value 2016-2019
Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2016-2019
Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2019-2024
Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2019-2024

Deodorants in Greece

HEADLINES

PRE-COVID-19 PERFORMANCE

Growth driven by less promotional activity as sprays and roll-ons dominate sales

Elais Unilever lead sales in deodorants as GR Sarantis remains the top local player

Innovation remains an important element of deodorants in Greece

2020 AND BEYOND

COVID-19 impact

Affected products within deodorants

Recovery and opportunities

CATEGORY DATA

Table 54 Sales of Deodorants by Category: Value 2014-2019
Table 55 Sales of Deodorants by Category: % Value Growth 2014-2019
Table 56 Sales of Deodorants by Premium vs Mass: % Value 2014-2019
Table 57 NBO Company Shares of Deodorants: % Value 2015-2019
Table 58 LBN Brand Shares of Deodorants: % Value 2016-2019
Table 59 LBN Brand Shares of Premium Deodorants: % Value 2016-2019
Table 60 Forecast Sales of Deodorants by Category: Value 2019-2024
Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2019-2024
Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2019-2024

Depilatories in Greece

HEADLINES

PRE-COVID-19 PERFORMANCE

The increasing preference for laser depilation suppresses sales of depilatories

Reckitt Benckiser remains the leading name in hair removers/bleaches

Major international names continue to dominate sales in women’s shaving

2020 AND BEYOND

COVID-19 impact

Affected products within depilatories

Recovery and opportunities

CATEGORY DATA

Table 63 Sales of Depilatories by Category: Value 2014-2019
Table 64 Sales of Depilatories by Category: % Value Growth 2014-2019
Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2015-2019
Table 66 NBO Company Shares of Depilatories: % Value 2015-2019
Table 67 LBN Brand Shares of Depilatories: % Value 2016-2019
Table 68 Forecast Sales of Depilatories by Category: Value 2019-2024
Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2019-2024

Fragrances in Greece

HEADLINES

PRE-COVID-19 PERFORMANCE

Positive sales growth recorded as economic recovery supports increasing demand

2019 sees another slew of new launches in both premium and mass fragrances

“Smell-alike” products continue to pose a strong competition to mass fragrances

Folli Follie’s bankruptcy results in major changes in the competitive environment

2020 AND BEYOND

COVID-19 impact

Affected products within fragrances

Recovery and opportunities

CATEGORY DATA

Table 70 Sales of Fragrances by Category: Value 2014-2019
Table 71 Sales of Fragrances by Category: % Value Growth 2014-2019
Table 72 NBO Company Shares of Fragrances: % Value 2015-2019
Table 73 LBN Brand Shares of Fragrances: % Value 2016-2019
Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2016-2019
Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2016-2019
Table 76 Forecast Sales of Fragrances by Category: Value 2019-2024
Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2019-2024

Hair Care in Greece

HEADLINES

PRE-COVID-19 PERFORMANCE

Hair care records positive growth as consumers become more demanding

The leading brands continue to face challenges due to high levels of innovation

Salon professional hair care remains an important category in Greece

2020 AND BEYOND

COVID-19 impact

Affected products within hair care

Recovery and opportunities

CATEGORY DATA

Table 78 Sales of Hair Care by Category: Value 2014-2019
Table 79 Sales of Hair Care by Category: % Value Growth 2014-2019
Table 80 Sales of Hair Care by Premium vs Mass: % Value 2014-2019
Table 81 NBO Company Shares of Hair Care: % Value 2015-2019
Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2015-2019
Table 83 LBN Brand Shares of Hair Care: % Value 2016-2019
Table 84 LBN Brand Shares of Colourants: % Value 2016-2019
Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2016-2019
Table 86 LBN Brand Shares of Styling Agents: % Value 2016-2019
Table 87 LBN Brand Shares of Premium Hair Care: % Value 2016-2019
Table 88 Forecast Sales of Hair Care by Category: Value 2019-2024
Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2019-2024
Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2019-2024

Men's Grooming in Greece

HEADLINES

PRE-COVID-19 PERFORMANCE

Men’s grooming returns to positive growth as economic stability supports demand

Men’s shaving remains under pressure due to the trend for full beards

Procter & Gamble leads with a wide portfolio as Sarantis records dynamic growth

2020 AND BEYOND

COVID-19 impact

Affected products within men’s grooming

Recovery and opportunities

CATEGORY DATA

Table 91 Sales of Men’s Grooming by Category: Value 2014-2019
Table 92 Sales of Men’s Grooming by Category: % Value Growth 2014-2019
Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2015-2019
Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2016-2019
Table 95 NBO Company Shares of Men’s Grooming: % Value 2015-2019
Table 96 LBN Brand Shares of Men’s Grooming: % Value 2016-2019
Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2016-2019
Table 98 Forecast Sales of Men’s Grooming by Category: Value 2019-2024
Table 99 Forecast Sales of Men’s Grooming by Category: % Value Growth 2019-2024

Oral Care in Greece

HEADLINES

PRE-COVID-19 PERFORMANCE

Strong promotional activity continues to erode the value growth potential of oral care

Colgate-Palmolive leads a group of strong multinationals as private label struggles

Marketing campaigns split between promotion of basic hygiene ideals and whitening

2020 AND BEYOND

COVID-19 impact

Affected products within oral care

Recovery and opportunities

CATEGORY DATA

Table 100 Sales of Oral Care by Category: Value 2014-2019
Table 101 Sales of Oral Care by Category: % Value Growth 2014-2019
Table 102 Sales of Toothbrushes by Category: Value 2014-2019
Table 103 Sales of Toothbrushes by Category: % Value Growth 2014-2019
Table 104 Sales of Toothpaste by Type: % Value Breakdown 2015-2019
Table 105 NBO Company Shares of Oral Care: % Value 2015-2019
Table 106 LBN Brand Shares of Oral Care: % Value 2016-2019
Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2016-2019
Table 108 LBN Brand Shares of Toothpaste: % Value 2016-2019
Table 109 Forecast Sales of Oral Care by Category: Value 2019-2024
Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2019-2024
Table 111 Forecast Sales of Toothbrushes by Category: Value 2019-2024
Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2019-2024

Skin Care in Greece

HEADLINES

PRE-COVID-19 PERFORMANCE

Constant innovation continues to drive sales growth in skin care

Dermocosmetics and products with natural ingredients become more of a focus

Major multinationals lead, ahead of local players with a natural position

2020 AND BEYOND

COVID-19 impact

Affected products within skin care

Recovery and opportunities

CATEGORY DATA

Table 113 Sales of Skin Care by Category: Value 2014-2019
Table 114 Sales of Skin Care by Category: % Value Growth 2014-2019
Table 115 Sales of Face Masks by Skin Whitening vs Non-Skin Whitening: % Value 2015-2019
Table 116 Sales of Facial Cleansers by Skin Whitening vs Non-Skin Whitening: % Value 2015-2019
Table 117 Sales of Anti-Agers by Skin Whitening vs Non-Skin Whitening: % Value 2015-2019
Table 118 Sales of Toners by Skin Whitening vs Non-Skin Whitening: % Value 2015-2019
Table 119 NBO Company Shares of Skin Care: % Value 2015-2019
Table 120 LBN Brand Shares of Skin Care: % Value 2016-2019
Table 121 LBN Brand Shares of Basic Moisturisers: % Value 2016-2019
Table 122 LBN Brand Shares of Anti-agers: % Value 2016-2019
Table 123 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2016-2019
Table 124 LBN Brand Shares of General Purpose Body Care: % Value 2016-2019
Table 125 LBN Brand Shares of Premium Skin Care: % Value 2016-2019
Table 126 Forecast Sales of Skin Care by Category: Value 2019-2024
Table 127 Forecast Sales of Skin Care by Category: % Value Growth 2019-2024

Sun Care in Greece

HEADLINES

PRE-COVID-19 PERFORMANCE

Positive growth in sun care in 2019 supported by innovation

L’Oréal, Beiersdorf continue to lead sales as sales shift towards natural products

Innovation remains a constant presence in sun care

2020 AND BEYOND

COVID-19 impact

Affected products within sun care

Recovery and opportunities

CATEGORY DATA

Table 128 Sales of Sun Care by Category: Value 2014-2019
Table 129 Sales of Sun Care by Category: % Value Growth 2014-2019
Table 130 NBO Company Shares of Sun Care: % Value 2015-2019
Table 131 LBN Brand Shares of Sun Care: % Value 2016-2019
Table 132 LBN Brand Shares of Premium Adult Sun Care: % Value 2016-2019
Table 133 Forecast Sales of Sun Care by Category: Value 2019-2024
Table 134 Forecast Sales of Sun Care by Category: % Value Growth 2019-2024

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Megatrends

Country Report

Beauty and Personal Care in Greece

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on beauty and personal care

COVID-19 country impact

Stable and sustainable growth a sign of economic recovery and rising spending

Folli Follie restructuring creates opportunities for agile players

Steady and stable growth expected as recovering economy boosts demand

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Overview

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Table of Contents

Beauty and Personal Care in Greece

EXECUTIVE SUMMARY

COVID-19 impact on beauty and personal care

COVID-19 country impact

Stable and sustainable growth a sign of economic recovery and rising spending

Folli Follie restructuring creates opportunities for agile players

Steady and stable growth expected as recovering economy boosts demand

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Mass Beauty and Personal Care in Greece

HEADLINES

PRE-COVID-19 PERFORMANCE

Moderate sales growth recorded as mass products become more sophisticated

L’Oréal leads sales as local player GR Sarantis presents strong competition

Mono-brand mass cosmetics retailers support stronger sales growth

2020 AND BEYOND

COVID-19 impact

Affected products within mass beauty and personal care

Recovery and opportunities

CATEGORY DATA

Premium Beauty and Personal Care in Greece

HEADLINES

PRE-COVID-19 PERFORMANCE

The economic recovery supports a return to positive growth for premium brands

L’Oréal leads a category in turmoil due to the difficulties faced by Folli Follie Group

Rising interest in dermocosmetics sees sales shift towards chemists/pharmacies

2020 AND BEYOND

COVID-19 impact

Affected products within premium beauty and personal care

Recovery and opportunities

CATEGORY DATA

Baby and Child-Specific Products in Greece

HEADLINES

PRE-COVID-19 PERFORMANCE

Unfavourable background trends continue to suppress demand in the category

Mega Disposables leads sales due to its strong position in baby wipes

Focus on avoiding sun damage to skin and buoyant inbound tourism boost sun care

2020 AND BEYOND

COVID-19 impact

Affected products within baby and child-specific products

Recovery and opportunities

CATEGORY DATA

Bath and Shower in Greece

HEADLINES

PRE-COVID-19 PERFORMANCE

Body wash/shower gel struggles in 2019 as liquid soap outperforms bar soap

Multinational players Elais Unilever, Colgate-Palmolive and Reckitt Benckiser lead

Innovation a key theme as players seek to distinguish their products and brands

2020 AND BEYOND

COVID-19 impact

Affected products within bath and shower

Recovery and opportunities

CATEGORY DATA

Colour Cosmetics in Greece

HEADLINES

PRE-COVID-19 PERFORMANCE

A mixed performance in 2019 as sales decline in many categories despite innovation

L’Oréal remains the leading international player, Hellenica is the leading local player

Mono-brand retailers poised to become far more influential in colour cosmetics

2020 AND BEYOND