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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
EXECUTIVE SUMMARY
Home care in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for home care?
Chart 1 Home Care Value Sales Growth Scenarios: 2019-2026
Chart 2 Home Care Impact of Drivers on Value Sales: 2019-2026
MARKET INDICATORS
Table 1 Households 2016-2021
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2016-2021
Table 3 Sales of Home Care by Category: % Value Growth 2016-2021
Table 4 NBO Company Shares of Home Care: % Value 2017-2021
Table 5 LBN Brand Shares of Home Care: % Value 2018-2021
Table 6 Penetration of Private Label in Home Care by Category: % Value 2016-2021
Table 7 Distribution of Home Care by Format: % Value 2016-2021
Table 8 Distribution of Home Care by Format and Category: % Value 2021
Table 9 Forecast Sales of Home Care by Category: Value 2021-2026
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
Laundry Care in Greece
KEY DATA FINDINGS
2021 DEVELOPMENTS
Shorter and more energy-efficient wash loads on the rise driving innovation and new product development
Laundry sanitiser becomes the newest addition to laundry care
Ongoing shift to liquid detergents and premium fragrances
PROSPECTS AND OPPORTUNITIES
Laundry care becomes more fragmented
The green trend set to gather pace
Fragrances will remain the key focus area for fabric softeners
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2016-2021
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2016-2021
Table 13 Sales of Laundry Care by Category: % Value Growth 2016-2021
Table 14 Sales of Laundry Aids by Category: Value 2016-2021
Table 15 Sales of Laundry Aids by Category: % Value Growth 2016-2021
Table 16 Sales of Laundry Detergents by Category: Value 2016-2021
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2016-2021
Table 18 NBO Company Shares of Laundry Care: % Value 2017-2021
Table 19 LBN Brand Shares of Laundry Care: % Value 2018-2021
Table 20 NBO Company Shares of Laundry Aids: % Value 2017-2021
Table 21 LBN Brand Shares of Laundry Aids: % Value 2018-2021
Table 22 NBO Company Shares of Laundry Detergents: % Value 2017-2021
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2018-2021
Table 24 Forecast Sales of Laundry Care by Category: Value 2021-2026
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2021-2026
Dishwashing in Greece
KEY DATA FINDINGS
2021 DEVELOPMENTS
Hand dishwashing sales remain strong until restrictions lifted in May 2021
Automatic dishwashing tablets benefits from convenience and strong distribution
Products with disinfecting properties informing new product development, while child-specific products are emerging
PROSPECTS AND OPPORTUNITIES
Hand dishwashing to remain a commodity
Dishwasher possession rate set to remain below the Western European average
Tablets will continue to account for the bulk of automatic dishwashing sales
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2015-2020
CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2016-2021
Table 28 Sales of Dishwashing by Category: % Value Growth 2016-2021
Table 29 NBO Company Shares of Dishwashing: % Value 2017-2021
Table 30 LBN Brand Shares of Dishwashing: % Value 2018-2021
Table 31 Forecast Sales of Dishwashing by Category: Value 2021-2026
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2021-2026
Surface Care in Greece
KEY DATA FINDINGS
2021 DEVELOPMENTS
Widespread investment seen in surface care as consumers go in search of disinfectants
The pandemic creates brand loyalty and opportunities for new launches
Consumer habits affected by home seclusion
PROSPECTS AND OPPORTUNITIES
Demand expected to stabilise as fears around COVID-19 subside
A greener future predicted for surface care
Price promotions will be key to category growth
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2016-2021
Table 34 Sales of Surface Care by Category: % Value Growth 2016-2021
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2016-2021
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2016-2021
Table 37 NBO Company Shares of Surface Care: % Value 2017-2021
Table 38 LBN Brand Shares of Surface Care: % Value 2018-2021
Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2021
Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2018-2021
Table 41 Forecast Sales of Surface Care by Category: Value 2021-2026
Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2021-2026
Bleach in Greece
KEY DATA FINDINGS
2021 DEVELOPMENTS
Bleach retains its image as the most effective disinfectant
Private label continues to lose share
Klinex extends its dominance
PROSPECTS AND OPPORTUNITIES
Short-term setback set to give way to stagnation
Klinex set to lose share as consumers feel the pinch
Competition within private label bleach set to grow
CATEGORY DATA
Table 43 Sales of Bleach: Value 2016-2021
Table 44 Sales of Bleach: % Value Growth 2016-2021
Table 45 NBO Company Shares of Bleach: % Value 2017-2021
Table 46 LBN Brand Shares of Bleach: % Value 2018-2021
Table 47 Forecast Sales of Bleach: Value 2021-2026
Table 48 Forecast Sales of Bleach: % Value Growth 2021-2026
Toilet Care in Greece
KEY DATA FINDINGS
2021 DEVELOPMENTS
Rim blocks remains the focus of new product developments
Rim liquids losing share
Competition with bleach hinders growth for toilet liquids/foam
PROSPECTS AND OPPORTUNITIES
Rim blocks set for bright future
Innovative Duck Fresh Discs set to win further share
In-cistern devices has room for growth as consumers switch tanks
CATEGORY DATA
Table 49 Sales of Toilet Care by Category: Value 2016-2021
Table 50 Sales of Toilet Care by Category: % Value Growth 2016-2021
Table 51 NBO Company Shares of Toilet Care: % Value 2017-2021
Table 52 LBN Brand Shares of Toilet Care: % Value 2018-2021
Table 53 Forecast Sales of Toilet Care by Category: Value 2021-2026
Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2021-2026
Polishes in Greece
KEY DATA FINDINGS
2021 DEVELOPMENTS
Floor polish sales in decline as consumers switch to tiled flooring
Metal and furniture polish seen as dated products
Shoe polish remains the largest category despite falling demand
PROSPECTS AND OPPORTUNITIES
Fashion trends unfavourable to shoe polish
Floor, metal and furniture polish all face an uncertain future
Camel likely to retain the lead as other players lose interest in polishes
CATEGORY DATA
Table 55 Sales of Polishes by Category: Value 2016-2021
Table 56 Sales of Polishes by Category: % Value Growth 2016-2021
Table 57 NBO Company Shares of Polishes: % Value 2017-2021
Table 58 LBN Brand Shares of Polishes: % Value 2018-2021
Table 59 Forecast Sales of Polishes by Category: Value 2021-2026
Table 60 Forecast Sales of Polishes by Category: % Value Growth 2021-2026
Air Care in Greece
KEY DATA FINDINGS
2021 DEVELOPMENTS
Consumer priorities change following the outbreak of COVID-19
Reckitt Benckiser increases its share thanks to new product launches
Ambience in the home becomes more important
PROSPECTS AND OPPORTUNITIES
Bleak outlook for air care as consumers rein in their spending
Spray/aerosol air fresheners expected to suffer from negative image
Liquid and candle air fresheners seen to have more potential
CATEGORY DATA
Table 61 Sales of Air Care by Category: Value 2016-2021
Table 62 Sales of Air Care by Category: % Value Growth 2016-2021
Table 63 Sales of Air Care by Fragrance: Value Ranking 2019-2021
Table 64 NBO Company Shares of Air Care: % Value 2017-2021
Table 65 LBN Brand Shares of Air Care: % Value 2018-2021
Table 66 Forecast Sales of Air Care by Category: Value 2021-2026
Table 67 Forecast Sales of Air Care by Category: % Value Growth 2021-2026
Home Insecticides in Greece
KEY DATA FINDINGS
2021 DEVELOPMENTS
Unfavourable weather hinders the growth of home insecticides in 2021
MEC and Dual Use Sprays are the growth drivers in Spray/Aerosol insecticides
Home insecticides attracting investments from all of the key players
PROSPECTS AND OPPORTUNITIES
Dual use products will continue to drive growth in spray/aerosol insecticides
Green products set to strengthen their presence
Greece’s climate favourable to home insecticides
CATEGORY DATA
Table 68 Sales of Home Insecticides by Category: Value 2016-2021
Table 69 Sales of Home Insecticides by Category: % Value Growth 2016-2021
Table 70 Sales of Spray/Aerosol Insecticides by Type: % Value 2016-2021
Table 71 NBO Company Shares of Home Insecticides: % Value 2017-2021
Table 72 LBN Brand Shares of Home Insecticides: % Value 2018-2021
Table 73 Forecast Sales of Home Insecticides by Category: Value 2021-2026
Table 74 Forecast Sales of Home Insecticides by Category: % Value Growth 2021-2026
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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