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Overview:
Understand the latest market trends and future growth opportunities for the Beauty and Personal Care industry in Greece with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Baby and Child-Specific Products
- Bath and Shower
- Colour Cosmetics
- Deodorants
- Depilatories
- Fragrances
- Hair Care
- Men's Grooming
- Oral Care
- Skin Care
- Sun Care
- Premium Beauty and Personal Care
- Mass Beauty and Personal Care
If you're in the Beauty and Personal Care industry in Greece, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Beauty and Personal Care in Greece report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Beauty and Personal Care in Greece?
- Which are the leading brands in Greece?
- How are products distributed in Greece?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Beauty and Personal Care in Greece
EXECUTIVE SUMMARY
Beauty and personal care in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for beauty and personal care?
Chart 1 Beauty and Personal Care Value Sales Growth Scenarios: 2019-2026
Chart 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2019-2026
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2016-2021
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2017-2021
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2017-2021
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2018-2021
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2016-2021
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2016-2021
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2021
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2021-2026
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
Baby and Child-Specific Products in Greece
KEY DATA FINDINGS
2021 DEVELOPMENTS
Certain types of baby and child-specific products see positive volume growth despite demographic pressure, yet promotional intensity takes a toll on value sales
Sun care stands out by making a dynamic comeback in 2021
Mega Disposables ranks first due to its leadership of baby wipes
PROSPECTS AND OPPORTUNITIES
Despite unfavourable demographic prospects, sales of baby and child-specific products are forecast to record growth
Sun care to post the biggest growth among baby and child-specific product categories
Promotional intensity: A factor of growth but also a limitation on profitability
CATEGORY DATA
Table 11 Sales of Baby and Child-specific Products by Category: Value 2016-2021
Table 12 Sales of Baby and Child-specific Products by Category: % Value Growth 2016-2021
Table 13 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2016-2021
Table 14 NBO Company Shares of Baby and Child-specific Products: % Value 2017-2021
Table 15 LBN Brand Shares of Baby and Child-specific Products: % Value 2018-2021
Table 16 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2018-2021
Table 17 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2018-2021
Table 18 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2018-2021
Table 19 Forecast Sales of Baby and Child-specific Products by Category: Value 2021-2026
Table 20 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2021-2026
Table 21 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2021-2026
Bath and Shower in Greece
KEY DATA FINDINGS
2021 DEVELOPMENTS
Liquid soap: Demand remains high but starts to normalise after the 2020 boom
Hand sanitisers: A new major category has been born
Body wash/shower gel and intimate washes on the rise profiting from consumers’ increased attention to personal hygiene
PROSPECTS AND OPPORTUNITIES
The forecast period will see a long-lasting effect of the COVID-19 pandemic on liquid soap
Sales of hand sanitisers to decline but remain significant
Positive value prospects for body wash/shower gel and intimate washes
CATEGORY DATA
Table 22 Sales of Bath and Shower by Category: Value 2016-2021
Table 23 Sales of Bath and Shower by Category: % Value Growth 2016-2021
Table 24 Sales of Bath and Shower by Premium vs Mass: % Value 2016-2021
Table 25 NBO Company Shares of Bath and Shower: % Value 2017-2021
Table 26 LBN Brand Shares of Bath and Shower: % Value 2018-2021
Table 27 LBN Brand Shares of Premium Bath and Shower: % Value 2018-2021
Table 28 Forecast Sales of Bath and Shower by Category: Value 2021-2026
Table 29 Forecast Sales of Bath and Shower by Category: % Value Growth 2021-2026
Table 30 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2021-2026
Colour Cosmetics in Greece
KEY DATA FINDINGS
2021 DEVELOPMENTS
Very slow 2021 recovery follows 2020 free fall in sales
Lip products remains most affected with facial make-up also heavily impacted while eye make-up fares slightly better
L’Oréal continues to lead in 2021 being one of the few players to continue investing in innovation and promotion during the pandemic
PROSPECTS AND OPPORTUNITIES
Slow recovery anticipated following a “vigilance period”
Sales through supermarkets predicted to keep increasing
Innovation, skinification and sustainability to be driving trends in the forecast period
CATEGORY DATA
Table 31 Sales of Colour Cosmetics by Category: Value 2016-2021
Table 32 Sales of Colour Cosmetics by Category: % Value Growth 2016-2021
Table 33 NBO Company Shares of Colour Cosmetics: % Value 2017-2021
Table 34 LBN Brand Shares of Colour Cosmetics: % Value 2018-2021
Table 35 LBN Brand Shares of Eye Make-up: % Value 2018-2021
Table 36 LBN Brand Shares of Facial Make-up: % Value 2018-2021
Table 37 LBN Brand Shares of Lip Products: % Value 2018-2021
Table 38 LBN Brand Shares of Nail Products: % Value 2018-2021
Table 39 LBN Brand Shares of Premium Colour Cosmetics: % Value 2018-2021
Table 40 Forecast Sales of Colour Cosmetics by Category: Value 2021-2026
Table 41 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2021-2026
Deodorants in Greece
KEY DATA FINDINGS
2021 DEVELOPMENTS
Deodorants on the road to recovery after the temporary lockdown drop
Consumer trend towards “natural” or “green” products continues in 2021
Innovation and new launches help drive the recovery of deodorant sales in 2021
PROSPECTS AND OPPORTUNITIES
Deodorants anticipated to get back on the growth track amid the return to normality
Innovation and eco-sustainability to keep shaping consumer choices
Increased promotional activity expected to partially offset premiumisation effects
CATEGORY DATA
Table 42 Sales of Deodorants by Category: Value 2016-2021
Table 43 Sales of Deodorants by Category: % Value Growth 2016-2021
Table 44 Sales of Deodorants by Premium vs Mass: % Value 2016-2021
Table 45 NBO Company Shares of Deodorants: % Value 2017-2021
Table 46 LBN Brand Shares of Deodorants: % Value 2018-2021
Table 47 LBN Brand Shares of Premium Deodorants: % Value 2018-2021
Table 48 Forecast Sales of Deodorants by Category: Value 2021-2026
Table 49 Forecast Sales of Deodorants by Category: % Value Growth 2021-2026
Table 50 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2021-2026
Depilatories in Greece
KEY DATA FINDINGS
2021 DEVELOPMENTS
Opposing trends shape the performance of depilatories in 2021
Lockdown has a positive effect on women’s razors and blades
Depilatories remains dominated by major global players
PROSPECTS AND OPPORTUNITIES
Laser hair removal in salons to keep suppressing sales of depilatories
Women’s razors and blades to return to a negative forecast
Hair removers/bleachers set to show milder decline
CATEGORY DATA
Table 51 Sales of Depilatories by Category: Value 2016-2021
Table 52 Sales of Depilatories by Category: % Value Growth 2016-2021
Table 53 Sales of Women's Razors and Blades by Type: % Value Breakdown 2017-2021
Table 54 NBO Company Shares of Depilatories: % Value 2017-2021
Table 55 LBN Brand Shares of Depilatories: % Value 2018-2021
Table 56 Forecast Sales of Depilatories by Category: Value 2021-2026
Table 57 Forecast Sales of Depilatories by Category: % Value Growth 2021-2026
Fragrances in Greece
KEY DATA FINDINGS
2021 DEVELOPMENTS
Small increase for premium fragrances in 2021 after severe decline in 2020
Mass fragrances less affected by the pandemic
Competition and developments in 2021 are driven by global brand names
PROSPECTS AND OPPORTUNITIES
Slow road to recovery for premium fragrances in the forecast period
Slow growth also for mass fragrances amid potential competitive threats
Increasing shelf space to be allocated by supermarkets to mass fragrances
CATEGORY DATA
Table 58 Sales of Fragrances by Category: Value 2016-2021
Table 59 Sales of Fragrances by Category: % Value Growth 2016-2021
Table 60 NBO Company Shares of Fragrances: % Value 2017-2021
Table 61 LBN Brand Shares of Fragrances: % Value 2018-2021
Table 62 LBN Brand Shares of Premium Men's Fragrances: % Value 2018-2021
Table 63 LBN Brand Shares of Premium Women's Fragrances: % Value 2018-2021
Table 64 Forecast Sales of Fragrances by Category: Value 2021-2026
Table 65 Forecast Sales of Fragrances by Category: % Value Growth 2021-2026
Hair Care in Greece
KEY DATA FINDINGS
2021 DEVELOPMENTS
Specialised at-home hair care accelerates in the aftermath of the COVID-19 pandemic
2021 sees the reopening of salons and normalisation of colourants sales
L’Oréal Hellas further expands its leading position in hair care thanks to successful launches
PROSPECTS AND OPPORTUNITIES
The forecast period holds a positive outlook for hair care, driven by specialised at-home routines and sustainability
Manufacturers will focus on intensification of promotional activity to test brand loyalty
Colourants sales expected to hold their ground despite salons reopening
CATEGORY DATA
Table 66 Sales of Hair Care by Category: Value 2016-2021
Table 67 Sales of Hair Care by Category: % Value Growth 2016-2021
Table 68 Sales of Hair Care by Premium vs Mass: % Value 2016-2021
Table 69 NBO Company Shares of Hair Care: % Value 2017-2021
Table 70 NBO Company Shares of Salon Professional Hair Care: % Value 2017-2021
Table 71 LBN Brand Shares of Hair Care: % Value 2018-2021
Table 72 LBN Brand Shares of Colourants: % Value 2018-2021
Table 73 LBN Brand Shares of Salon Professional Hair Care: % Value 2018-2021
Table 74 LBN Brand Shares of Styling Agents: % Value 2018-2021
Table 75 LBN Brand Shares of Premium Hair Care: % Value 2018-2021
Table 76 Forecast Sales of Hair Care by Category: Value 2021-2026
Table 77 Forecast Sales of Hair Care by Category: % Value Growth 2021-2026
Table 78 Forecast Sales of Hair Care by Premium vs Mass: % Value 2021-2026
Men's Grooming in Greece
KEY DATA FINDINGS
2021 DEVELOPMENTS
Penetration of men’s toiletries rises due to the shift in mentality regarding personal care and appearance
Men’s shaving and men’s fragrances come under pressure due to reduced social mobility
Players and consumers display an increasing focus on male-specific brands
PROSPECTS AND OPPORTUNITIES
Positive prospects for men’s bath and shower and deodorants but a weaker outlook for men’s shaving
Significant growth potential for men’s skin care
Men’s grooming will be characterised by ongoing promotional intensity and competition over impulse buyers in the forecast period
CATEGORY DATA
Table 79 Sales of Men’s Grooming by Category: Value 2016-2021
Table 80 Sales of Men’s Grooming by Category: % Value Growth 2016-2021
Table 81 Sales of Men's Razors and Blades by Type: % Value Breakdown 2018-2021
Table 82 Sales of Men's Skin Care by Type: % Value Breakdown 2018-2021
Table 83 NBO Company Shares of Men’s Grooming: % Value 2017-2021
Table 84 LBN Brand Shares of Men’s Grooming: % Value 2018-2021
Table 85 LBN Brand Shares of Men's Razors and Blades: % Value 2018-2021
Table 86 Forecast Sales of Men’s Grooming by Category: Value 2021-2026
Table 87 Forecast Sales of Men’s Grooming by Category: % Value Growth 2021-2026
Oral Care in Greece
KEY DATA FINDINGS
2021 DEVELOPMENTS
Oral care retains slow yet positive growth amid heightened consumer awareness of good oral hygiene during the pandemic
Intense promotional activity negatively affects value sales of oral care
Oral care remains dominated by established global brands
PROSPECTS AND OPPORTUNITIES
Oral care remains a staples category that will keep growing slowly over the forecast period
Promotional intensity on toothpaste expected to be maintained
Rise of toothpaste with specialised claims anticipated as brands seek to differentiate themselves
CATEGORY DATA
Table 88 Sales of Oral Care by Category: Value 2016-2021
Table 89 Sales of Oral Care by Category: % Value Growth 2016-2021
Table 90 Sales of Toothbrushes by Category: Value 2016-2021
Table 91 Sales of Toothbrushes by Category: % Value Growth 2016-2021
Table 92 Sales of Toothpaste by Type: % Value Breakdown 2017-2021
Table 93 NBO Company Shares of Oral Care: % Value 2017-2021
Table 94 LBN Brand Shares of Oral Care: % Value 2018-2021
Table 95 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2018-2021
Table 96 LBN Brand Shares of Toothpaste: % Value 2018-2021
Table 97 Forecast Sales of Oral Care by Category: Value 2021-2026
Table 98 Forecast Sales of Oral Care by Category: % Value Growth 2021-2026
Table 99 Forecast Sales of Toothbrushes by Category: Value 2021-2026
Table 100 Forecast Sales of Toothbrushes by Category: % Value Growth 2021-2026
Skin Care in Greece
KEY DATA FINDINGS
2021 DEVELOPMENTS
The key category of anti-agers increases due to innovation and self-care trends
Face masks and premium acne treatments enjoy a boom in 2021
L'Oréal further enhances its leadership of skin care based on innovation in dermocosmetics
PROSPECTS AND OPPORTUNITIES
Skin care set to retain positive growth driven by innovation
“Go beyond beauty” and “go beyond natural” trends expected to expand
Sales of face masks and acne treatments expected to keep rising
CATEGORY DATA
Table 101 Sales of Skin Care by Category: Value 2016-2021
Table 102 Sales of Skin Care by Category: % Value Growth 2016-2021
Table 103 NBO Company Shares of Skin Care: % Value 2017-2021
Table 104 LBN Brand Shares of Skin Care: % Value 2018-2021
Table 105 LBN Brand Shares of Basic Moisturisers: % Value 2018-2021
Table 106 LBN Brand Shares of Anti-agers: % Value 2018-2021
Table 107 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2018-2021
Table 108 LBN Brand Shares of General Purpose Body Care: % Value 2018-2021
Table 109 LBN Brand Shares of Premium Skin Care: % Value 2018-2021
Table 110 Forecast Sales of Skin Care by Category: Value 2021-2026
Table 111 Forecast Sales of Skin Care by Category: % Value Growth 2021-2026
Sun Care in Greece
KEY DATA FINDINGS
2021 DEVELOPMENTS
Sun care makes a dynamic comeback after the country’s lockdowns
Face products, high SPFs, anti-ageing claims and sustainability are the main trends in sun care in 2021
L'Oréal Hellas remains the undisputable leader in sun care
PROSPECTS AND OPPORTUNITIES
Sun care has positive prospects due to the rise of tourism, warmer climate and increased consumer awareness
Sustainability and skin protection to be in the spotlight in the forecast period
Online sales anticipated to keep increasing due to consumers’ greater familiarity with e-commerce and the channel’s convenience and product variety
CATEGORY DATA
Table 112 Sales of Sun Care by Category: Value 2016-2021
Table 113 Sales of Sun Care by Category: % Value Growth 2016-2021
Table 114 NBO Company Shares of Sun Care: % Value 2017-2021
Table 115 LBN Brand Shares of Sun Care: % Value 2018-2021
Table 116 LBN Brand Shares of Premium Adult Sun Care: % Value 2018-2021
Table 117 Forecast Sales of Sun Care by Category: Value 2021-2026
Table 118 Forecast Sales of Sun Care by Category: % Value Growth 2021-2026
Premium Beauty and Personal Care in Greece
KEY DATA FINDINGS
2021 DEVELOPMENTS
Premium colour cosmetics and fragrances remain well below pre-COVID-19 value sales levels
Premium skin care and sun care see a strong performance in 2021 due to their availability in other channels during the pandemic
L’Oréal maintains and further strengthens its lead in premium beauty and personal care due in part to its dermocosmetic brands
PROSPECTS AND OPPORTUNITIES
Positive prospects for dermocosmetic skin and sun care in the forecast period
Slow recovery anticipated for prestige beauty and personal care
Innovation and sustainability in the spotlight
CATEGORY DATA
Table 119 Sales of Premium Beauty and Personal Care by Category: Value 2016-2021
Table 120 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 121 NBO Company Shares of Premium Beauty and Personal Care: % Value 2017-2021
Table 122 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2018-2021
Table 123 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2021-2026
Table 124 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2021-2026
Mass Beauty and Personal Care in Greece
KEY DATA FINDINGS
2021 DEVELOPMENTS
Mass brands are less affected by the pandemic due to their availability and the key role of the supermarkets channel
Mass beauty and personal care displays stability due to affordability and the staple nature of mass brands
L’Oréal Hellas continues to lead mass beauty and personal care through innovation and promotional support
PROSPECTS AND OPPORTUNITIES
Steady increase is forecast for mass beauty and personal care with personal care categories in particular set to benefit strongly
Expanding role of the supermarkets channel will support sales for certain categories of beauty and personal care
Demand for affordable products will sustain ongoing promotional intensity
CATEGORY DATA
Table 125 Sales of Mass Beauty and Personal Care by Category: Value 2016-2021
Table 126 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 127 NBO Company Shares of Mass Beauty and Personal Care: % Value 2017-2021
Table 128 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2018-2021
Table 129 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2021-2026
Table 130 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2021-2026
Beauty and Personal Care
This is the aggregation of baby and child-specific products, bath & shower, deodorants, hair care, colour cosmetics, men's grooming, oral hygiene, fragrances, skin care, depilatories and sun care. Black market sales and travel retail are excluded.
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