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Country Report

Home Care in

Home Care in Greece

Feb 2019

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Executive Summary

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Home care sales decline, but at a slower pace

Volume sales of home care were slightly better in 2018 than they were in the previous year, yet volume and value continued to decline. Volume sales were picking up after several years of decline, either with the decline slowing down or shifting to an increase; however, this change is largely driven by a rise in promotional activities and discounting and thus is hindering value growth, as well as having a damaging impact on brand loyalty.

Greece exits the Memoranda of Understanding, yet consumer confidence remains low

The improved economic climate was the big news in 2018. Greece, which has been in recession for nearly a decade, exited the Memoranda of Understanding (bailout programme) imposed by the EU in collaboration with the International Monetary Fund (IMF) in 2018.

Multinationals lead sales

Procter and Gamble, followed by Unilever, Reckitt Benckiser and Colgate-Palmolive, leads sales of home care products in Greece. Of domestic companies the leader is GR Sarantis, with a strong presence in toilet care, home insecticides and dishwashing products, followed by Eureka Hellas, which is strong in laundry care and home insecticides.

Laundry care leads in new launches

Being the largest and most lucrative category in terms of growth potential, laundry care is where most new launches are taking place. Laundry care attracts high investment from the leading multinationals, all having expanded their product portfolios in 2018 with added-value products with more advanced features.

The prevalence of discounting will hinder value growth

Home care value sales will continue to post a decline between 2018 and 2023. Despite the improvement of economic prospects, consumers are expected to remain conservative in their spending on home care, chasing discounts.

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Home Care Sample Report Home Care 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 Home 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 Home 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:

The Home Care in Greece market research report includes:

Analysis of key supply-side and demand trends
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 Home Care in Greece?
What are the major brands in Greece?
What is the importance of the trend towards environmentally friendly products in home care?
What are the main growth drivers of the home care market in Greece?

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 Home Care market research database.

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Home Care in Greece

EXECUTIVE SUMMARY

Home care sales decline, but at a slower pace

Greece exits the Memoranda of Understanding, yet consumer confidence remains low

Multinationals lead sales

Laundry care leads in new launches

The prevalence of discounting will hinder value growth

MARKET INDICATORS

Table 1 Households 2013-2018

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2013-2018
Table 3 Sales of Home Care by Category: % Value Growth 2013-2018
Table 4 NBO Company Shares of Home Care: % Value 2014-2018
Table 5 LBN Brand Shares of Home Care: % Value 2015-2018
Table 6 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 7 Distribution of Home Care by Format: % Value 2013-2018
Table 8 Distribution of Home Care by Format and Category: % Value 2018
Table 9 Forecast Sales of Home Care by Category: Value 2018-2023
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Air Care in Greece

HEADLINES

PROSPECTS

Despite economic prospects improving, growth opportunities remain low

Availability and product variety further affect growth potential

Liquid air fresheners and scented candles to perform best

COMPETITIVE LANDSCAPE

Air Wick leads sales of air care

SC Johnson ranks second followed by domestic player Sarantis

Candle air fresheners is highly fragmented

CATEGORY DATA

Table 11 Sales of Air Care by Category: Value 2013-2018
Table 12 Sales of Air Care by Category: % Value Growth 2013-2018
Table 13 Sales of Air Care by Fragrance: Value Ranking 2013-2018
Table 14 NBO Company Shares of Air Care: % Value 2014-2018
Table 15 LBN Brand Shares of Air Care: % Value 2015-2018
Table 16 Forecast Sales of Air Care by Category: Value 2018-2023
Table 17 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Bleach in Greece

HEADLINES

PROSPECTS

Maturity affects growth opportunities for bleach

Lack of innovation results in limited value growth potential

Thick bleach and products in gel format drive sales

COMPETITIVE LANDSCAPE

Klinex leads bleach sales

Private label products gain value share

Multiple economy brands claim a small share of bleach sales

CATEGORY DATA

Table 18 Sales of Bleach: Value 2013-2018
Table 19 Sales of Bleach: % Value Growth 2013-2018
Table 20 NBO Company Shares of Bleach: % Value 2014-2018
Table 21 LBN Brand Shares of Bleach: % Value 2015-2018
Table 22 Forecast Sales of Bleach: Value 2018-2023
Table 23 Forecast Sales of Bleach: % Value Growth 2018-2023

Dishwashing in Greece

HEADLINES

PROSPECTS

Hand dishwashing affected by maturity

Automatic dishwashing regains part of its lost share

COMPETITIVE LANDSCAPE

Fairy leads sales of hand dishwashing products

Finish is the clear leader in automatic dishwashing

Brand loyalty is lost due to promotional intensity

CATEGORY INDICATORS

Table 24 Household Possession of Dishwashers 2013-2018

CATEGORY DATA

Table 25 Sales of Dishwashing by Category: Value 2013-2018
Table 26 Sales of Dishwashing by Category: % Value Growth 2013-2018
Table 27 NBO Company Shares of Dishwashing: % Value 2014-2018
Table 28 LBN Brand Shares of Dishwashing: % Value 2015-2018
Table 29 Forecast Sales of Dishwashing by Category: Value 2018-2023
Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Home Insecticides in Greece

HEADLINES

PROSPECTS

Weather is favourable to home insecticides

Electric insecticides and coils outperform growth of spray/aerosol format

Delivery formats

COMPETITIVE LANDSCAPE

Aroxol leads sales

Costas Papaellinas gains share

New product developments with milder formulas

CATEGORY DATA

Table 31 Sales of Home Insecticides by Category: Value 2013-2018
Table 32 Sales of Home Insecticides by Category: % Value Growth 2013-2018
Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2013-2018
Table 34 NBO Company Shares of Home Insecticides: % Value 2014-2018
Table 35 LBN Brand Shares of Home Insecticides: % Value 2015-2018
Table 36 Forecast Sales of Home Insecticides by Category: Value 2018-2023
Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Laundry Care in Greece

HEADLINES

PROSPECTS

Number of washes declines, affecting volume sales

Liquid detergents and capsules cannibalise powders

Shift to concentrates gathers pace

COMPETITIVE LANDSCAPE

Ariel and Skip retain leadership

Private label products losing value share

Colgate-Palmolive Hellas leads fabric softeners

CATEGORY INDICATORS

Table 38 Household Possession of Washing Machines 2013-2018

CATEGORY DATA

Table 39 Sales of Laundry Care by Category: Value 2013-2018
Table 40 Sales of Laundry Care by Category: % Value Growth 2013-2018
Table 41 Sales of Laundry Aids by Category: Value 2013-2018
Table 42 Sales of Laundry Aids by Category: % Value Growth 2013-2018
Table 43 Sales of Laundry Detergents by Category: Value 2013-2018
Table 44 Sales of Laundry Detergents by Category: % Value Growth 2013-2018
Table 45 NBO Company Shares of Laundry Care: % Value 2014-2018
Table 46 LBN Brand Shares of Laundry Care: % Value 2015-2018
Table 47 NBO Company Shares of Laundry Aids: % Value 2014-2018
Table 48 LBN Brand Shares of Laundry Aids: % Value 2015-2018
Table 49 NBO Company Shares of Laundry Detergents: % Value 2014-2018
Table 50 LBN Brand Shares of Laundry Detergents: % Value 2015-2018
Table 51 Forecast Sales of Laundry Care by Category: Value 2018-2023
Table 52 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Polishes in Greece

HEADLINES

PROSPECTS

Shoe polish gains value share within polishes and outperforms other polishes

Construction trends and home aesthetics are unfavourable to polishes

Maturity and lack of investment hinders growth potential

COMPETITIVE LANDSCAPE

Gr Sarantis leads sales of polishes

Bolton Hellas and SC Johnson & Son Hellas are the leading multinational players

Private label products gain value share

CATEGORY DATA

Table 53 Sales of Polishes by Category: Value 2013-2018
Table 54 Sales of Polishes by Category: % Value Growth 2013-2018
Table 55 NBO Company Shares of Polishes: % Value 2014-2018
Table 56 LBN Brand Shares of Polishes: % Value 2015-2018
Table 57 Forecast Sales of Polishes by Category: Value 2018-2023
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Surface Care in Greece

HEADLINES

PROSPECTS

Despite maturity, multipurpose cleaners will drive growth of surface care

Floor cleaners to post a decline

Home care wipes are losing value share within surface care

COMPETITIVE LANDSCAPE

Ajax leads surface care sales

Unilever’s Klinex is the fastest-growing brand

Trends in consumer appliances inspire developments of new products

CATEGORY DATA

Table 59 Sales of Surface Care by Category: Value 2013-2018
Table 60 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 61 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018
Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018
Table 63 NBO Company Shares of Surface Care: % Value 2014-2018
Table 64 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 65 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2018
Table 66 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2018
Table 67 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 68 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Toilet Care in Greece

HEADLINES

PROSPECTS

Rim blocks drives toilet care growth

In-cistern devices have limited growth potential

Bleach will hinder growth for toilet liquids

COMPETITIVE LANDSCAPE

Henkel leads toilet care

SC Johnson ranks second

Rim blocks focus of new product developments

CATEGORY DATA

Table 69 Sales of Toilet Care by Category: Value 2013-2018
Table 70 Sales of Toilet Care by Category: % Value Growth 2013-2018
Table 71 NBO Company Shares of Toilet Care: % Value 2014-2018
Table 72 LBN Brand Shares of Toilet Care: % Value 2015-2018
Table 73 Forecast Sales of Toilet Care by Category: Value 2018-2023
Table 74 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023

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Megatrends

Country Report

Home Care in Greece

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Executive Summary

New Report Guarantee

Home care sales decline, but at a slower pace

Greece exits the Memoranda of Understanding, yet consumer confidence remains low

Multinationals lead sales

Laundry care leads in new launches

The prevalence of discounting will hinder value growth

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Home Care in Greece

EXECUTIVE SUMMARY

Home care sales decline, but at a slower pace

Greece exits the Memoranda of Understanding, yet consumer confidence remains low

Multinationals lead sales

Laundry care leads in new launches

The prevalence of discounting will hinder value growth

MARKET INDICATORS

MARKET DATA

SOURCES

Air Care in Greece

HEADLINES

PROSPECTS

Despite economic prospects improving, growth opportunities remain low

Availability and product variety further affect growth potential

Liquid air fresheners and scented candles to perform best

COMPETITIVE LANDSCAPE

Air Wick leads sales of air care

SC Johnson ranks second followed by domestic player Sarantis

Candle air fresheners is highly fragmented

CATEGORY DATA

Bleach in Greece

HEADLINES

PROSPECTS

Maturity affects growth opportunities for bleach

Lack of innovation results in limited value growth potential

Thick bleach and products in gel format drive sales

COMPETITIVE LANDSCAPE

Klinex leads bleach sales

Private label products gain value share

Multiple economy brands claim a small share of bleach sales

CATEGORY DATA

Dishwashing in Greece

HEADLINES

PROSPECTS

Hand dishwashing affected by maturity

Automatic dishwashing regains part of its lost share

COMPETITIVE LANDSCAPE

Fairy leads sales of hand dishwashing products

Finish is the clear leader in automatic dishwashing

Brand loyalty is lost due to promotional intensity

CATEGORY INDICATORS

CATEGORY DATA

Home Insecticides in Greece

HEADLINES

PROSPECTS

Weather is favourable to home insecticides

Electric insecticides and coils outperform growth of spray/aerosol format

Delivery formats

COMPETITIVE LANDSCAPE

Aroxol leads sales

Costas Papaellinas gains share

New product developments with milder formulas

CATEGORY DATA

Laundry Care in Greece

HEADLINES

PROSPECTS

Number of washes declines, affecting volume sales

Liquid detergents and capsules cannibalise powders

Shift to concentrates gathers pace

COMPETITIVE LANDSCAPE

Ariel and Skip retain leadership

Private label products losing value share