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Fragrances in
Greece

Country Report

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Executive Summary

Jun 2019
PROSPECTS
Premium fragrances to regain fraction of lost sales

Sales of premium fragrances were drastically downsized during the recession, as consumers traded down to mass or bulk fragrances, shopped for items only under promotions, or abandoned this non-essential category altogether. The stabilisation of the economy, along with the touristic momentum, has translated to a slow return to growth.

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

Mass men’s fragrances witnessed dynamic growth in 2018, as consumers proved keen to trade down to mass lines, which are increasingly incorporating premium characteristics – the leading STR8 brand, endorsed by celebrity NBA player Giannis Antetokounmpo, being the most prominent example. Over the forecast period, mass men’s fragrances are expected to keep attracting budget-conscious consumers, offering products with a more premium positioning, increasing advertising spending and using celebrity endorsements.

Independent perfumeries keep growing

Over recent years, bulk fragrances sold in independent perfumeries (so-called “juices”) have seen sales increase, capturing shares from premium fragrances. Independent perfumeries continued to perform well in 2018, whilst their product quality improved, getting closer to that of the premium originals they are imitating.

COMPETITIVE LANDSCAPE
Notos leads premium fragrances

Notos Com Holdings led premium fragrances in 2018, representing established brand names such as Chanel, Hermès and Jean Paul Gaultier Le Mâle. L’Oréal Hellas followed, mainly due to its Lancôme and Armani brands.

Domestic GR Sarantis is the undisputable leader in mass fragrances

GR Sarantis dominates mass fragrances, offering a wide portfolio including brands such as STR8, Ulric de Varens, Antonio Banderas, Myrto, BU, Elode, Denim and C-Thru. Sarantis’s STR8 brand, with its latest 2018 addition being the STR8 Ahead variant, backed by extensive advertising and endorsed by NBA superstar Adetonkubo, is the most premium offering of the mass market, attracting consumers of premium fragrances.

Niche brands enter the Greek market

During 2018, amidst consumer trends related to higher-income Greeks and tourists, Greek distributors introduced niche, super premium brands like Kilian, Memo Paris, Starck and Maison Francis Kurkdjian as well as exclusive lines by fashion house brands like Louis Vuitton, Prada and Hermès. These niche offerings acquired more shelf space in 2018, providing an air of exclusivity to retailers, even if actual sales did not always follow up.

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Fragrances in Greece

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Overview

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

The Fragrances 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 Fragrances in Greece?
  • What are the major brands in Greece?
  • What pricing movements are seen across premium and mass fragrances?
  • What are the key product development trends?
  • How are sales of unisex fragrances performing?

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.

Fragrances in Greece - Category analysis

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

SOURCES

Summary 1 Research Sources