Home Care in Greece

January 2023
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Overview:

Understand the latest market trends and future growth opportunities for the Home 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:

  • Air Care
  • Bleach
  • Dishwashing
  • Home Insecticides
  • Laundry Care
  • Polishes
  • Surface Care
  • Toilet Care

If you're in the Home 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 Home 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 Home Care in Greece?
  • Which are the leading brands in Home Care in Greece?
  • How are products distributed in Home Care in Greece?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
  • How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
  • Where is future growth expected to be most dynamic?
  • How important will sustainability and recycling be in generating future growth?

Home Care in Greece

Home care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for home care?
Table 1 Households 2017-2022
Table 2 Sales of Home Care by Category: Value 2017-2022
Table 3 Sales of Home Care by Category: % Value Growth 2017-2022
Table 4 NBO Company Shares of Home Care: % Value 2018-2022
Table 5 LBN Brand Shares of Home Care: % Value 2019-2022
Table 6 Penetration of Private Label in Home Care by Category: % Value 2017-2022
Table 7 Distribution of Home Care by Format: % Value 2017-2022
Table 8 Distribution of Home Care by Format and Category: % Value 2022
Table 9 Forecast Sales of Home Care by Category: Value 2022-2027
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2022-2027

DISCLAIMER

Summary 1 Research Sources

Air Care in Greece

KEY DATA FINDINGS

Rising inflation takes its toll on retail value and volume sales in air care in 2022
Seasonality and the resumption of pre-pandemic consumer behaviour further impact the category
Premiumisation drives new product development in air care
Bleak outlook for air care as price-conscious Greek consumers rein in spending
Environmental concerns will impact spray/aerosol air fresheners as low growth potential discourages investment
Competition from economy alternatives will pose a threat to branded air care
Table 11 Sales of Air Care by Category: Value 2017-2022
Table 12 Sales of Air Care by Category: % Value Growth 2017-2022
Table 13 Sales of Air Care by Fragrance: Value Ranking 2020-2022
Table 14 NBO Company Shares of Air Care: % Value 2018-2022
Table 15 LBN Brand Shares of Air Care: % Value 2019-2022
Table 16 Forecast Sales of Air Care by Category: Value 2022-2027
Table 17 Forecast Sales of Air Care by Category: % Value Growth 2022-2027

Bleach in Greece

KEY DATA FINDINGS

Bleach benefits from its affordable profile during accelerating inflation
Klinex maintains its category dominance in 2022, albeit with some loss of share to private label
Supermarkets and hypermarkets gain share thanks to wide range of products across the price spectrum
Maturity and post-pandemic behaviour will affect future growth potential of bleach
Low investment from manufacturers will reflect category maturity
Environmental concerns may pose a threat to bleach in the coming years
Table 18 Sales of Bleach: Value 2017-2022
Table 19 Sales of Bleach: % Value Growth 2017-2022
Table 20 NBO Company Shares of Bleach: % Value 2018-2022
Table 21 LBN Brand Shares of Bleach: % Value 2019-2022
Table 22 Forecast Sales of Bleach: Value 2022-2027
Table 23 Forecast Sales of Bleach: % Value Growth 2022-2027

Dishwashing in Greece

KEY DATA FINDINGS

Inflation and the resumption of pre-pandemic consumer behaviour lead to a decline
Innovation lies in unique claims, packaging and fragrance
The green trend continues to thrive in Greece despite a gloomy economic climate
Short to medium term outlook for automatic dishwashing is threatened by a decline in disposable incomes
Fragrance and packaging innovation and the green trend to gather pace
Plant-based washing liquid from Planet opens a new segment
Table 24 Household Possession of Dishwashers 2017-2022
Table 25 Sales of Dishwashing by Category: Value 2017-2022
Table 26 Sales of Dishwashing by Category: % Value Growth 2017-2022
Table 27 NBO Company Shares of Dishwashing: % Value 2018-2022
Table 28 LBN Brand Shares of Dishwashing: % Value 2019-2022
Table 29 Forecast Sales of Dishwashing by Category: Value 2022-2027
Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2022-2027

Home Insecticides in Greece

KEY DATA FINDINGS

Low temperatures in 2022 impact sales of home insecticides
Players vie for share as inflation impacts purchasing power
Aroxol prevails once again thanks to investment in new product range
Green products set gain visibility in home insecticides in the coming years
Dual use products will continue to drive growth in spray/aerosol insecticides
Price increases will impact category performance, leading to a decline in investment
Table 31 Sales of Home Insecticides by Category: Value 2017-2022
Table 32 Sales of Home Insecticides by Category: % Value Growth 2017-2022
Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2017-2022
Table 34 NBO Company Shares of Home Insecticides: % Value 2018-2022
Table 35 LBN Brand Shares of Home Insecticides: % Value 2019-2022
Table 36 Forecast Sales of Home Insecticides by Category: Value 2022-2027
Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2022-2027

Laundry Care in Greece

KEY DATA FINDINGS

Price hikes affect volume sales of powder detergents in 2022
Sustainability is influencing category developments
Larger pack sizes gain market share as local consumers seek value for money
Sales of laundry sanitisers and textile disinfectants are set to collapse over the forecast period
Liquids and capsules will see increased penetration in laundry care
The sustainability trend is set to gather pace in the coming years
Table 38 Household Possession of Washing Machines 2017-2022
Table 39 Sales of Laundry Care by Category: Value 2017-2022
Table 40 Sales of Laundry Care by Category: % Value Growth 2017-2022
Table 41 Sales of Laundry Aids by Category: Value 2017-2022
Table 42 Sales of Laundry Aids by Category: % Value Growth 2017-2022
Table 43 Sales of Laundry Detergents by Category: Value 2017-2022
Table 44 Sales of Laundry Detergents by Category: % Value Growth 2017-2022
Table 45 NBO Company Shares of Laundry Care: % Value 2018-2022
Table 46 LBN Brand Shares of Laundry Care: % Value 2019-2022
Table 47 NBO Company Shares of Laundry Aids: % Value 2018-2022
Table 48 LBN Brand Shares of Laundry Aids: % Value 2019-2022
Table 49 NBO Company Shares of Laundry Detergents: % Value 2018-2022
Table 50 LBN Brand Shares of Laundry Detergents: % Value 2019-2022
Table 51 Forecast Sales of Laundry Care by Category: Value 2022-2027
Table 52 Forecast Sales of Laundry Care by Category: % Value Growth 2022-2027

Polishes in Greece

KEY DATA FINDINGS

Shoe polish receives a boost in 2022 as local consumers return to pre-pandemic levels of activity
Metal, floor and furniture polishes are impacted by shifts in design and home decor
Sarantis consolidates its leading position in 2022 thanks to broad portfolio and investment
Shift from formal to casual footwear will hinder shoe polish sales
Camel will remain category leader for the foreseeable future
Floor, metal and furniture polishes expected to see sales collapse in the coming years
Table 53 Sales of Polishes by Category: Value 2017-2022
Table 54 Sales of Polishes by Category: % Value Growth 2017-2022
Table 55 NBO Company Shares of Polishes: % Value 2018-2022
Table 56 LBN Brand Shares of Polishes: % Value 2019-2022
Table 57 Forecast Sales of Polishes by Category: Value 2022-2027
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2022-2027

Surface Care in Greece

KEY DATA FINDINGS

Household disinfectants in Greece witness losses as COVID-19 fears fade
Inflation and the resumption of pre-pandemic consumer behaviour lead to decline in surface care in 2022
Sustainability is influencing developments, especially in packaging
Post-COVID rearrangements in the competitive landscape are expected
‘Green’ brands will likely gain retail share
Trigger sprays will drive growth in surface care over the forecast period
Table 59 Sales of Surface Care by Category: Value 2017-2022
Table 60 Sales of Surface Care by Category: % Value Growth 2017-2022
Table 61 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2017-2022
Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2017-2022
Table 63 NBO Company Shares of Surface Care: % Value 2018-2022
Table 64 LBN Brand Shares of Surface Care: % Value 2019-2022
Table 65 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2018-2022
Table 66 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2022
Table 67 Forecast Sales of Surface Care by Category: Value 2022-2027
Table 68 Forecast Sales of Surface Care by Category: % Value Growth 2022-2027

Toilet Care in Greece

KEY DATA FINDINGS

Maturity and price sensitivity hinders growth in toilet care in 2022
Developments slow down as category reaches maturity
Competition with bleach hinders growth for toilet liquids/foam
Rim blocks will remain the best performers in a category in decline
Fragrance and design will drive developments in ITBs over the forecast period
Competition with bleach will hinder growth in toilet liquids
Table 69 Sales of Toilet Care by Category: Value 2017-2022
Table 70 Sales of Toilet Care by Category: % Value Growth 2017-2022
Table 71 NBO Company Shares of Toilet Care: % Value 2018-2022
Table 72 LBN Brand Shares of Toilet Care: % Value 2019-2022
Table 73 Forecast Sales of Toilet Care by Category: Value 2022-2027
Table 74 Forecast Sales of Toilet Care by Category: % Value Growth 2022-2027
The following categories and subcategories are included:

Home Care

    • Candle Air Fresheners
    • Car Air Fresheners
    • Electric Air Fresheners
    • Gel Air Fresheners
    • Liquid Air Fresheners
    • Spray/Aerosol Air Fresheners
      • Carpet Fresheners
      • Odour Neutralisers
      • Refrigerator Fresheners
      • Waste Bin Fresheners
      • Other Other Air Care
  • Bleach
      • Automatic Dishwashing Liquids
      • Automatic Dishwashing Powders
      • Automatic Dishwashing Tablets
      • Dishwashing Additives
    • Hand Dishwashing
    • Electric Insecticides
    • Insecticide Baits
    • Insecticide Coils
    • Spray/Aerosol Insecticides
      • Foggers/Bombs
      • In-Home Insect Repellents
      • Moth Proofers
      • Other Other Home Insecticides
    • Carpet Cleaners
      • Dryer Sheets
      • Liquid Fabric Softeners
      • Colour Safe Laundry Bleach
      • Fabric Fresheners
        • In-Wash Spot and Stain Removers
        • Pre-Wash Spot and Stain Removers
      • Starch/Ironing Aids
      • Water Softeners
        • Blues/Bluing
        • Colour Catchers
        • Colour Enhancers
        • Laundry Sanitiser
        • Scent Booster
        • Whiteners
        • Other Other Laundry Aids
          • Standard Powder Detergents
          • Concentrated Powder Detergents
          • Compact Powder Tablet Detergents
          • Liquid Tablet Detergents
          • Standard Liquid Detergents
          • Concentrated Liquid Detergents
        • Standard Powder Detergents
        • Standard Liquid Detergents
        • Concentrated Powder Detergents
        • Concentrated Liquid Detergents
        • Compact Powder Tablet Detergents
        • Liquid Tablet Detergents
        • Bar Detergents
        • Hand Wash Detergents
        • Fine Fabric Detergents
    • Floor Polish
    • Furniture Polish
    • Metal Polish
    • Shoe Polish
        • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
        • Wipes and Refills (Dry Electro-Static)
          • Cleaning Solution
          • Refill Wipes/Pads
        • Starter Kits/Trigger Device
        • All Purpose Cleaning Wipes
        • Furniture Polish Wipes
        • Toilet Care Wipes
        • Window/Glass Wipes
        • Other Impregnated Wipes
      • Starter Kits/Sweepers/Sticks (Excluding Wipes)
      • Wipes (Excluding Starter Kits/Sweepers/Sticks)
    • Bathroom Cleaners
    • Descalers
    • Drain Openers
      • Standard Floor Cleaners
      • Wash and Wax Floor Cleaners
    • Home Care Disinfectants
    • Kitchen Cleaners
    • Multi-Purpose Cleaners
    • Oven Cleaners
    • Scouring Agents
    • Window/Glass Cleaners
    • In-Cistern Devices
      • Rim Blocks
      • Rim Liquids
    • Toilet Care Tablets/Powders
    • Toilet Cleaning Systems
    • Toilet Liquids/Foam

Home Care

This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.

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This report originates from Passport, our Home Care research and analysis database.

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