Home Care in Greece

Home Care in Greece

EXECUTIVE SUMMARY

Slow growth maintained, but strong variations between categories

Discounts and promotions reduce brand loyalty and hamper value growth

Multinationals maintain their lead and prompt share decline for private label

New launches in several categories, aiming to maintain growth

Slow and steady value growth, but a return to volume decline

MARKET INDICATORS

Table 1 Households 2014-2019

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2014-2019
Table 3 Sales of Home Care by Category: % Value Growth 2014-2019
Table 4 NBO Company Shares of Home Care: % Value 2015-2019
Table 5 LBN Brand Shares of Home Care: % Value 2016-2019
Table 6 Penetration of Private Label in Home Care by Category: % Value 2014-2019
Table 7 Distribution of Home Care by Format: % Value 2014-2019
Table 8 Distribution of Home Care by Format and Category: % Value 2019
Table 9 Forecast Sales of Home Care by Category: Value 2019-2024
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources

Air Care in Greece

HEADLINES

PROSPECTS

The non-essential nature of air care products prevents growth

Limited investment and availability and seasonal sales also affect potential growth

Strongly contrasting performances between categories

COMPETITIVE LANDSCAPE

Air Wick maintains its lead despite competition from unknown brands

SC Johnson ranks second, followed by domestic player GR Sarantis

Candle air fresheners is becoming increasingly fragmented

CATEGORY DATA

Table 11 Sales of Air Care by Category: Value 2014-2019
Table 12 Sales of Air Care by Category: % Value Growth 2014-2019
Table 13 Sales of Air Care by Fragrance: Value Ranking 2018-2019
Table 14 NBO Company Shares of Air Care: % Value 2015-2019
Table 15 LBN Brand Shares of Air Care: % Value 2016-2019
Table 16 Forecast Sales of Air Care by Category: Value 2019-2024
Table 17 Forecast Sales of Air Care by Category: % Value Growth 2019-2024

Bleach in Greece

HEADLINES

PROSPECTS

High penetration leaves little room for growth

Bleach increasingly used for bathroom cleaning rather than laundry

Little incentive for brands to invest in anything other than fragrance development

COMPETITIVE LANDSCAPE

Unilever extends its share with the well-known Klinex brand

Domestic companies have a high but fragmented presence

Private label challenged by discounting activity by brands

CATEGORY DATA

Table 18 Sales of Bleach: Value 2014-2019
Table 19 Sales of Bleach: % Value Growth 2014-2019
Table 20 NBO Company Shares of Bleach: % Value 2015-2019
Table 21 LBN Brand Shares of Bleach: % Value 2016-2019
Table 22 Forecast Sales of Bleach: Value 2019-2024
Table 23 Forecast Sales of Bleach: % Value Growth 2019-2024

Home Insecticides in Greece

HEADLINES

PROSPECTS

Competition from body insect repellents prevents growth

Insecticide baits performs well due to fewer safety and environmental concerns

Poor performance for products for flying insects

COMPETITIVE LANDSCAPE

Aroxol from local player Eureka Hellas remains the leading brand

Launches and relaunches affect the competitive landscape

Consumers appreciate new green launches in home insecticides

CATEGORY DATA

Table 24 Sales of Home Insecticides by Category: Value 2014-2019
Table 25 Sales of Home Insecticides by Category: % Value Growth 2014-2019
Table 26 Sales of Spray/Aerosol Insecticides by Type: % Value 2014-2019
Table 27 NBO Company Shares of Home Insecticides: % Value 2015-2019
Table 28 LBN Brand Shares of Home Insecticides: % Value 2016-2019
Table 29 Forecast Sales of Home Insecticides by Category: Value 2019-2024
Table 30 Forecast Sales of Home Insecticides by Category: % Value Growth 2019-2024

Polishes in Greece

HEADLINES

PROSPECTS

Furniture, metal and floor polish decline due to changing consumer trends

Shoe polish also sees decline due to the popularity of casual footwear

Maturity and lack of investment will hinder the growth potential

COMPETITIVE LANDSCAPE

GR Sarantis maintains its lead due to its strong position in shoe polish

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

Private label share small but rising slowly

CATEGORY DATA

Table 31 Sales of Polishes by Category: Value 2014-2019
Table 32 Sales of Polishes by Category: % Value Growth 2014-2019
Table 33 NBO Company Shares of Polishes: % Value 2015-2019
Table 34 LBN Brand Shares of Polishes: % Value 2016-2019
Table 35 Forecast Sales of Polishes by Category: Value 2019-2024
Table 36 Forecast Sales of Polishes by Category: % Value Growth 2019-2024

Surface Care in Greece

HEADLINES

PROSPECTS

A return to growth for some categories, but multi-purpose cleaners drives sales

New and interesting fragrances attract consumers

Promotional prices negatively affect brand loyalty

COMPETITIVE LANDSCAPE

Unilever moves closer to Colgate-Palmolive

Trends in consumer appliances lead to developments in surface care

Price declines for brands negatively affect the private label share

CATEGORY DATA

Table 37 Sales of Surface Care by Category: Value 2014-2019
Table 38 Sales of Surface Care by Category: % Value Growth 2014-2019
Table 39 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2014-2019
Table 40 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2014-2019
Table 41 NBO Company Shares of Surface Care: % Value 2015-2019
Table 42 LBN Brand Shares of Surface Care: % Value 2016-2019
Table 43 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2019
Table 44 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2019
Table 45 Forecast Sales of Surface Care by Category: Value 2019-2024
Table 46 Forecast Sales of Surface Care by Category: % Value Growth 2019-2024

Toilet Care in Greece

HEADLINES

PROSPECTS

Rim blocks drives growth in toilet care

Rim liquids and toilet liquids/foam fail to achieve growth

In-cistern devices grows mainly due to a lack of maturity

COMPETITIVE LANDSCAPE

Henkel Hellas extends its lead, hampering growth for other brands and private label

SC Johnson ranks second but declines due to competition from Bref

New launches from several players help to ensure growth

CATEGORY DATA

Table 47 Sales of Toilet Care by Category: Value 2014-2019
Table 48 Sales of Toilet Care by Category: % Value Growth 2014-2019
Table 49 NBO Company Shares of Toilet Care: % Value 2015-2019
Table 50 LBN Brand Shares of Toilet Care: % Value 2016-2019
Table 51 Forecast Sales of Toilet Care by Category: Value 2019-2024
Table 52 Forecast Sales of Toilet Care by Category: % Value Growth 2019-2024

Dishwashing in Greece

HEADLINES

PROSPECTS

Automatic dishwashing drives growth as dishwasher penetration increases

Investment and convenience lead automatic dishwashing tablets to perform well

Hand dishwashing maintains value growth as all households use such products

COMPETITIVE LANDSCAPE

Multinationals dominate, with the two leaders also seeing share growth

Private label suffers from discounting by brands

Increasing competition as brands often offered on promotion

CATEGORY INDICATORS

Table 53 Household Possession of Dishwashers 2014-2019

CATEGORY DATA

Table 54 Sales of Dishwashing by Category: Value 2014-2019
Table 55 Sales of Dishwashing by Category: % Value Growth 2014-2019
Table 56 NBO Company Shares of Dishwashing: % Value 2015-2019
Table 57 LBN Brand Shares of Dishwashing: % Value 2016-2019
Table 58 Forecast Sales of Dishwashing by Category: Value 2019-2024
Table 59 Forecast Sales of Dishwashing by Category: % Value Growth 2019-2024

Laundry Care in Greece

HEADLINES

PROSPECTS

Promotions lead to price declines, hampering value growth

A return to doing more loads of washing a week boosts volume sales

Liquid tablet detergents offers room for growth due to low penetration

COMPETITIVE LANDSCAPE

Multinationals continue to lead, led by Procter & Gamble Hellas

Price competition leads to a falling share for private label

Unilever is active in new product development

CATEGORY INDICATORS

Table 60 Household Possession of Washing Machines 2014-2019

CATEGORY DATA

Table 61 Sales of Laundry Care by Category: Value 2014-2019
Table 62 Sales of Laundry Care by Category: % Value Growth 2014-2019
Table 63 Sales of Laundry Aids by Category: Value 2014-2019
Table 64 Sales of Laundry Aids by Category: % Value Growth 2014-2019
Table 65 Sales of Laundry Detergents by Category: Value 2014-2019
Table 66 Sales of Laundry Detergents by Category: % Value Growth 2014-2019
Table 67 NBO Company Shares of Laundry Care: % Value 2015-2019
Table 68 LBN Brand Shares of Laundry Care: % Value 2016-2019
Table 69 NBO Company Shares of Laundry Aids: % Value 2015-2019
Table 70 LBN Brand Shares of Laundry Aids: % Value 2016-2019
Table 71 NBO Company Shares of Laundry Detergents: % Value 2015-2019
Table 72 LBN Brand Shares of Laundry Detergents: % Value 2016-2019
Table 73 Forecast Sales of Laundry Care by Category: Value 2019-2024
Table 74 Forecast Sales of Laundry Care by Category: % Value Growth 2019-2024

---