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Country Report

Deodorants in

Deodorants in Greece

Jun 2019

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Ongoing price wars keep squeezing value sales

During 2018, deodorants remained under intense promotional pressure, with discounts and promotions, frequently in the form of 1+1, being in the order of the day. Financially constrained Greek consumers have been accustomed to chasing after offers, and the continuation of the promotional frenzy took a toll on value sales in 2018.

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

The relaunch of Old Spice “Original” deodorant stick by Procter & Gamble Hellas in 2017 revitalised the previously declining category of deodorant sticks, which continued to see volume growth in 2018, enhanced by new variants and backed by advertising. Having been inflated by the promotional frenzy of the previous year, roll-ons and sprays saw their volume sales slightly decline in 2018.

Innovation and “green” trend versus devaluation

Consumer trends in 2018 increasingly revolve around “greener” products, ie products with milder, skin-friendly formulas, fewer chemicals and a more natural positioning, free from parabens, alcohol and aluminium. In line with this trend, innovation and sophistication is constant in the category, as a means of retaining unit prices.

COMPETITIVE LANDSCAPE

Elais Unilever leads, followed by Sarantis and Beiersdorf

Elais Unilever Hellas remained the leader in deodorants in 2018. Based on its Dove, Axe and Rexona brands, it invests constantly in innovation and advertising campaigns to maintain its prime positioning.

Mass brands dominate

Mass brands account for majority of deodorant sales, enjoying high levels of consumer awareness, and benefiting from widespread distribution, constant innovation and promotions.

New launches

The most characteristic 2018 launches are Rexona Motion Sense Active Protection (in spray, roll-on and stick format), which contains “smart capsules which respond directly to movement”, and the new Dove Invisible Dry spray, which is “tested on 100 colours, with 1/4 moisturising cream”.

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Samples

Deodorants Market Sample Report Deodorants Market Sample Data

Overview

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.

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Overview

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

The Deodorants 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 Deodorants in Greece?
What are the major brands in Greece?
Which deodorant formats are seeing most dynamic growth?
What are the key trends in product development?

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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Deodorants in Greece - Category analysis

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 1 Sales of Deodorants by Category: Value 2013-2018
Table 2 Sales of Deodorants by Category: % Value Growth 2013-2018
Table 3 Sales of Deodorants by Premium vs Mass: % Value 2013-2018
Table 4 NBO Company Shares of Deodorants: % Value 2014-2018
Table 5 LBN Brand Shares of Deodorants: % Value 2015-2018
Table 6 LBN Brand Shares of Premium Deodorants: % Value 2015-2018
Table 7 Forecast Sales of Deodorants by Category: Value 2018-2023
Table 8 Forecast Sales of Deodorants by Category: % Value Growth 2018-2023
Table 9 Forecast Sales of Deodorants 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 10 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 11 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 12 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 13 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 14 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 15 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 16 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 17 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 18 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 19 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

Megatrends

Country Report

Deodorants in Greece

New Report Guarantee

Executive Summary

New Report Guarantee

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

Samples

Overview

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Samples (FAQs about samples):

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Table of Contents

Deodorants in Greece - Category analysis

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

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

SOURCES

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