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Country Report

Home Care in

Home Care in Greece

Feb 2021

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Executive Summary

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COVID-19 impact on home care

Overall, the Greek home care market saw demand receive a considerable boost during the COVID-19 crisis. Heightened consumer hygiene-consciousness supported a surge in demand for products perceived to reduce the risk of viral transmission, including home care disinfectants, bleach, toilet care and dishwashing products.

COVID-19 country impact

On 19 March, a rule was introduced that no more than 10 people were allowed to be in close proximity to each other and a ban was implemented on all unnecessary movement of citizens around the country. Greece had already closed its borders to non-EU nationals and suspended all flights from Italy, Spain, Turkey and the UK a day earlier.

Company response

Multinationals Procter & Gamble Hellas, Unilever Hellas, Colgate-Palmolive Hellas and Reckitt Benckiser Hellas remained the four leading players in home care in Greece in 2020. These were the only companies to hold double-digit value shares during the year.

Retailing shift

E-commerce saw a dramatic increase in sales during the COVID-19 crisis as it benefited from providing shoppers with a reduced risk of exposure to the novel coronavirus through social contact, as well as the convenience of 24/7 ordering and home delivery. The channel is also characterised by competitive pricing, which became increasingly important in the challenging economic conditions resulting from efforts to curb the spread of COVID-19.

What next for home care?

The COVID-19 crisis is expected to have a lasting impact on the development of the Greek home care market even as the immediate threat from the disease diminishes. In the early part of the forecast period, ongoing concerns about COVID-19 will support demand for products with anti-viral properties, including home care disinfectants and bleach.

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Home Care Sample Report Home Care Sample Data

Overview

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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

COVID-19 impact on home care

COVID-19 country impact

Company response

Retailing shift

What next for home care?

Chart 1 Home Care Value Sales Growth Scenarios: 2018-2025
Chart 2 Home Care Impact of Drivers on Value Sales: 2018-2025

MARKET INDICATORS

Table 1 Households 2015-2020

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2015-2020
Table 3 Sales of Home Care by Category: % Value Growth 2015-2020
Table 4 NBO Company Shares of Home Care: % Value 2016-2020
Table 5 LBN Brand Shares of Home Care: % Value 2017-2020
Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020
Table 7 Distribution of Home Care by Format: % Value 2015-2020
Table 8 Distribution of Home Care by Format and Category: % Value 2020
Table 9 Forecast Sales of Home Care by Category: Value 2020-2025
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Laundry Care in Greece

KEY DATA FINDINGS

2020 IMPACT

Laundry detergents sales normalise after initial stockpiling

Liquid detergents and detergent tablets prosper

Considerable new product development activity in 2020

RECOVERY AND OPPORTUNITIES

Increasing competition in laundry detergents

Growing interest in eco-friendly products

Enduring rise in consumer hygiene-consciousness

CATEGORY INDICATORS

Table 11 Household Possession of Washing Machines 2015-2020

CATEGORY DATA

Table 12 Sales of Laundry Care by Category: Value 2015-2020
Table 13 Sales of Laundry Care by Category: % Value Growth 2015-2020
Table 14 Sales of Laundry Aids by Category: Value 2015-2020
Table 15 Sales of Laundry Aids by Category: % Value Growth 2015-2020
Table 16 Sales of Laundry Detergents by Category: Value 2015-2020
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2015-2020
Table 18 NBO Company Shares of Laundry Care: % Value 2016-2020
Table 19 LBN Brand Shares of Laundry Care: % Value 2017-2020
Table 20 NBO Company Shares of Laundry Aids: % Value 2016-2020
Table 21 LBN Brand Shares of Laundry Aids: % Value 2017-2020
Table 22 NBO Company Shares of Laundry Detergents: % Value 2016-2020
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2017-2020
Table 24 Forecast Sales of Laundry Care by Category: Value 2020-2025
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025

Dishwashing in Greece

KEY DATA FINDINGS

2020 IMPACT

Increase in home cooking boosts demand

Dishwashing benefits from more hygiene-conscious environment

Fairy extends lead

RECOVERY AND OPPORTUNITIES

E-commerce to retain an enhanced role in category sales

Lasting increase in cooking and eating at home despite reopening of foodservice

Hygiene-consciousness to have an enduring influence

CATEGORY INDICATORS

Table 26 Household Possession of Dishwashers 2015-2020

CATEGORY DATA

Table 27 Sales of Dishwashing by Category: Value 2015-2020
Table 28 Sales of Dishwashing by Category: % Value Growth 2015-2020
Table 29 NBO Company Shares of Dishwashing: % Value 2016-2020
Table 30 LBN Brand Shares of Dishwashing: % Value 2017-2020
Table 31 Forecast Sales of Dishwashing by Category: Value 2020-2025
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025

Surface Care in Greece

KEY DATA FINDINGS

2020 IMPACT

Increased consumer hygiene-consciousness leads to more frequent and rigorous household cleaning

Dettol sees dynamic expansion in hygiene-conscious environment

New product launches in surface care

RECOVERY AND OPPORTUNITIES

Enduring rise in consumer hygiene-consciousness

Ongoing demand for home care disinfectants

COVID-19 crisis helps to position surface care as essential

CATEGORY DATA

Table 33 Sales of Surface Care by Category: Value 2015-2020
Table 34 Sales of Surface Care by Category: % Value Growth 2015-2020
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020
Table 37 NBO Company Shares of Surface Care: % Value 2016-2020
Table 38 LBN Brand Shares of Surface Care: % Value 2017-2020
Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2020
Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2020
Table 41 Forecast Sales of Surface Care by Category: Value 2020-2025
Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025

Bleach in Greece

KEY DATA FINDINGS

2020 IMPACT

Hygiene-conscious consumers turn to bleach

Klinex reinforces dominant position

Private label turns around trend of share decline in 2020

RECOVERY AND OPPORTUNITIES

Bleach sales to remain above pre-COVID-19 levels

Positive outlook for leading brand

Thick bleach to benefit from wide use for household cleaning

CATEGORY DATA

Table 43 Sales of Bleach: Value 2015-2020
Table 44 Sales of Bleach: % Value Growth 2015-2020
Table 45 NBO Company Shares of Bleach: % Value 2016-2020
Table 46 LBN Brand Shares of Bleach: % Value 2017-2020
Table 47 Forecast Sales of Bleach: Value 2020-2025
Table 48 Forecast Sales of Bleach: % Value Growth 2020-2025

Toilet Care in Greece

KEY DATA FINDINGS

2020 IMPACT

Hygiene concerns and more time at home drive growth

Aesthetic innovation in ITBs

Unilever’s Klinex maintains share growth trend

RECOVERY AND OPPORTUNITIES

Continued strong growth expected

ITBs to lead growth

Toilet liquids to suffer from competition from thick bleach

CATEGORY DATA

Table 49 Sales of Toilet Care by Category: Value 2015-2020
Table 50 Sales of Toilet Care by Category: % Value Growth 2015-2020
Table 51 NBO Company Shares of Toilet Care: % Value 2016-2020
Table 52 LBN Brand Shares of Toilet Care: % Value 2017-2020
Table 53 Forecast Sales of Toilet Care by Category: Value 2020-2025
Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025

Polishes in Greece

KEY DATA FINDINGS

2020 IMPACT

Decline across categories as polishes falls out of synch with modern lifestyles and tastes

More time at home undermines demand for shoe polish

GR Sarantis retains lead

RECOVERY AND OPPORTUNITIES

Polishes to remain out of step with evolving lifestyles and preferences

Unpromising outlook for shoe polish

Declining consumer exposure to polishes

CATEGORY DATA

Table 55 Sales of Polishes by Category: Value 2015-2020
Table 56 Sales of Polishes by Category: % Value Growth 2015-2020
Table 57 NBO Company Shares of Polishes: % Value 2016-2020
Table 58 LBN Brand Shares of Polishes: % Value 2017-2020
Table 59 Forecast Sales of Polishes by Category: Value 2020-2025
Table 60 Forecast Sales of Polishes by Category: % Value Growth 2020-2025

Air Care in Greece

KEY DATA FINDINGS

2020 IMPACT

Air care suffers from non-essential status

Changes in retail landscape and shopping habits dampen sales

Leaders see share increases despite falling sales

RECOVERY AND OPPORTUNITIES

Unfavourable economic environment for the development of air care

Seasonality presents another obstacle

Intense pricing competition expected

CATEGORY DATA

Table 61 Sales of Air Care by Category: Value 2015-2020
Table 62 Sales of Air Care by Category: % Value Growth 2015-2020
Table 63 Sales of Air Care by Fragrance: Value Ranking 2018-2020
Table 64 NBO Company Shares of Air Care: % Value 2016-2020
Table 65 LBN Brand Shares of Air Care: % Value 2017-2020
Table 66 Forecast Sales of Air Care by Category: Value 2020-2025
Table 67 Forecast Sales of Air Care by Category: % Value Growth 2020-2025

Home Insecticides in Greece

KEY DATA FINDINGS

2020 IMPACT

Favourable weather and COVID-19 boost demand for home insecticides

Key distribution channel remains open throughout the year

Growing focus on natural ingredients and eco-friendly products

RECOVERY AND OPPORTUNITIES

Challenging economic conditions expected to have limited impact on home insecticides

Platform for further development of e-commerce

Continued focus on discounting activity

CATEGORY DATA

Table 68 Sales of Home Insecticides by Category: Value 2015-2020
Table 69 Sales of Home Insecticides by Category: % Value Growth 2015-2020
Table 70 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020
Table 71 NBO Company Shares of Home Insecticides: % Value 2016-2020
Table 72 LBN Brand Shares of Home Insecticides: % Value 2017-2020
Table 73 Forecast Sales of Home Insecticides by Category: Value 2020-2025
Table 74 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025

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Megatrends

Country Report

Home Care in Greece

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on home care

COVID-19 country impact

Company response

Retailing shift

What next for home care?

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

COVID-19 impact on home care

COVID-19 country impact

Company response

Retailing shift

What next for home care?

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Laundry Care in Greece

KEY DATA FINDINGS

2020 IMPACT

Laundry detergents sales normalise after initial stockpiling

Liquid detergents and detergent tablets prosper

Considerable new product development activity in 2020

RECOVERY AND OPPORTUNITIES

Increasing competition in laundry detergents

Growing interest in eco-friendly products

Enduring rise in consumer hygiene-consciousness

CATEGORY INDICATORS

CATEGORY DATA

Dishwashing in Greece

KEY DATA FINDINGS

2020 IMPACT

Increase in home cooking boosts demand

Dishwashing benefits from more hygiene-conscious environment

Fairy extends lead

RECOVERY AND OPPORTUNITIES

E-commerce to retain an enhanced role in category sales

Lasting increase in cooking and eating at home despite reopening of foodservice

Hygiene-consciousness to have an enduring influence

CATEGORY INDICATORS

CATEGORY DATA

Surface Care in Greece

KEY DATA FINDINGS

2020 IMPACT

Increased consumer hygiene-consciousness leads to more frequent and rigorous household cleaning

Dettol sees dynamic expansion in hygiene-conscious environment

New product launches in surface care

RECOVERY AND OPPORTUNITIES

Enduring rise in consumer hygiene-consciousness

Ongoing demand for home care disinfectants

COVID-19 crisis helps to position surface care as essential

CATEGORY DATA

Bleach in Greece

KEY DATA FINDINGS

2020 IMPACT

Hygiene-conscious consumers turn to bleach

Klinex reinforces dominant position

Private label turns around trend of share decline in 2020

RECOVERY AND OPPORTUNITIES

Bleach sales to remain above pre-COVID-19 levels

Positive outlook for leading brand

Thick bleach to benefit from wide use for household cleaning

CATEGORY DATA

Toilet Care in Greece

KEY DATA FINDINGS

2020 IMPACT

Hygiene concerns and more time at home drive growth