Executive Summary

Jun 2019
PROSPECTS
Depilatories stagnates due to competition from beauty salons

During the review period, a growing portion of the female population in Greece shifted towards laser hair removal, which has become substantially more affordable. Beauty salons that offer permanent hair removal have constant special offers and discounts, attracting consumers away from DIY home solutions.

No recovery anticipated across categories

Whilst many Greek women have shifted to long-lasting methods at the expense of depilatories, the fact that women’s razors and blades remains the cheapest option has made it relatively resilient. Sales were relatively stable in 2018, whilst only a small decline is anticipated over the forecast period – with disposables continuing to account for the bulk of sales.

Positive effect of male depilation trend

On the positive side, the younger generation of Greek men are starting to depilate parts of their bodies that previous generations did not, such as their chests, backs and underarms. This recent trend provides a new potential consumer base for depilatories.

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

Procter & Gamble Hellas, Bic-Violex and Energizer Hellas remained the key players within women’s razors and blades in 2018. Procter & Gamble owes its leading position to its well-established Gillette brand, whilst Bic-Violex comes second due to Bic, one of the most recognisable, everyday brand names in Greece.

Reckitt Benckiser dominates hair removers/bleaches

Reckitt Benckiser Hellas continued to dominate hair removers/bleaches in 2018. Veet is the only brand of hair removers/bleaches to enjoy very wide distribution across all retail channels, whilst it also benefits from its more extensive portfolio in comparison to other brands.

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Depilatories in Greece

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Overview

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

The Depilatories 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 Depilatories in Greece?
  • What are the major brands in Greece?
  • What is the most prevalent format in hair removal products?
  • What are the key product development trends in razors and blades?

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.

Depilatories in Greece - Category analysis

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 1 Sales of Depilatories by Category: Value 2013-2018
Table 2 Sales of Depilatories by Category: % Value Growth 2013-2018
Table 3 Sales of Women's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 4 NBO Company Shares of Depilatories: % Value 2014-2018
Table 5 LBN Brand Shares of Depilatories: % Value 2015-2018
Table 6 Forecast Sales of Depilatories by Category: Value 2018-2023
Table 7 Forecast Sales of Depilatories by Category: % Value Growth 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 8 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 9 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 10 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 11 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 12 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 13 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 14 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 15 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 16 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 17 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources