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Country Report

Home Care in

Home Care in Greece

55 pages, Feb 2018

US$2,650

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Executive Summary

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Home care suffers from the effects of the recession

Home care registered a decline in current value and volume terms in 2017. Amidst the economic turmoil, consumers cut back their spending on home care products.

Increase in footfall in Lidl

A significant increase in the value sales share accounted for by discounters was seen in 2016, with further growth in this channel’s share seen in 2017. Against the backdrop of Carrefour’s closure, Lidl was the retailer to benefit the most from the changes in the retail landscape, especially for home care products, as consumers were less reluctant to opt for private label products in home care than in food, for instance.

Multinational companies lead home care

Multinational companies account for the lion’s share of sales in home care in Greece. With the exception of GR Sarantis and Eureka Hellas, which rank amongst the top 10 players, the shares of domestic manufacturers are rather low in home care.

Minor new product development

Amidst the economic turbulence in Greece, which translated into losses in company revenues, given the decline in spending on home care products amongst consumers, investment in the development of new products remained low in 2017. New products did appear on shelves; however, these were few in comparison with other Western markets.

Forecasts remain gloomy

Home care value sales are anticipated to post a decline over the forecast period at constant 2017 prices, as a result of the ongoing recession. Consumers are expected to remain conservative in their spending on home care products, chasing discounts and promotions, which are expected to remain common as an aggressive, widely used strategy by manufacturers and retailers to prevent volume declines.

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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 suffers from the effects of the recession

Increase in footfall in Lidl

Multinational companies lead home care

Minor new product development

Forecasts remain gloomy

MARKET INDICATORS

Table 1 Households 2012-2017

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2012-2017
Table 3 Sales of Home Care by Category: % Value Growth 2012-2017
Table 4 NBO Company Shares of Home Care: % Value 2013-2017
Table 5 LBN Brand Shares of Home Care: % Value 2014-2017
Table 6 Penetration of Private Label in Home Care by Category: % Value 2012-2017
Table 7 Distribution of Home Care by Format: % Value 2012-2017
Table 8 Distribution of Home Care by Format and Category: % Value 2017
Table 9 Forecast Sales of Home Care by Category: Value 2017-2022
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Air Care in Greece

HEADLINES

PROSPECTS

The ongoing recession is expected to prevent sales from recovering

Liquid and spray/aerosol air fresheners set to see the best performances

Candle air fresheners becomes ever more fragmented

COMPETITIVE LANDSCAPE

Reckitt Benckiser Hellas leads air care

More liquid air fresheners are offered

The competitive candle and liquid air fresheners categories remain fragmented

CATEGORY DATA

Table 11 Sales of Air Care by Category: Value 2012-2017
Table 12 Sales of Air Care by Category: % Value Growth 2012-2017
Table 13 Sales of Electric Air Fresheners by Battery Operated vs Plug-in: % Value 2012-2017
Table 14 Sales of Air Care by Fragrance: Value Ranking 2012-2017
Table 15 NBO Company Shares of Air Care: % Value 2013-2017
Table 16 LBN Brand Shares of Air Care: % Value 2014-2017
Table 17 Forecast Sales of Air Care by Category: Value 2017-2022
Table 18 Forecast Sales of Air Care by Category: % Value Growth 2017-2022

Bleach in Greece

HEADLINES

PROSPECTS

Maturity and lack of innovation hinder growth

Less discounting expected than in other categories, due to already low prices

Toilet cleaning is expected to remain the most common use for bleach

COMPETITIVE LANDSCAPE

Klinex continues to lead bleach

Economy brands see a strong performance

The strength of private label

CATEGORY DATA

Table 19 Sales of Bleach: Value 2012-2017
Table 20 Sales of Bleach: % Value Growth 2012-2017
Table 21 NBO Company Shares of Bleach: % Value 2013-2017
Table 22 LBN Brand Shares of Bleach: % Value 2014-2017
Table 23 Forecast Sales of Bleach: Value 2017-2022
Table 24 Forecast Sales of Bleach: % Value Growth 2017-2022

Dishwashing in Greece

HEADLINES

PROSPECTS

Maturity and high penetration hinder growth

Slower decline in sales expected in the forecast period

The ongoing recession remains an obstacle to growth

COMPETITIVE LANDSCAPE

Procter & Gamble Hellas leads dishwashing

Ava’s acquisition by GR Sarantis contributes to the brand gaining share

Private label posts a decline in sales

CATEGORY INDICATORS

Table 25 Household Possession of Dishwashers 2012-2017

CATEGORY DATA

Table 26 Sales of Dishwashing by Category: Value 2012-2017
Table 27 Sales of Dishwashing by Category: % Value Growth 2012-2017
Table 28 NBO Company Shares of Dishwashing: % Value 2013-2017
Table 29 LBN Brand Shares of Dishwashing: % Value 2014-2017
Table 30 Forecast Sales of Dishwashing by Category: Value 2017-2022
Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2017-2022

Home Insecticides in Greece

HEADLINES

PROSPECTS

Dependence on the weather leads to an unpredictable performance

Different delivery formats

Value for money to shape consumer behaviour

COMPETITIVE LANDSCAPE

Henkel Hellas enters home insecticides

GR Sarantis enters insecticide baits and natural insecticides

The growth potential for private label remains limited

CATEGORY DATA

Table 32 Sales of Home Insecticides by Category: Value 2012-2017
Table 33 Sales of Home Insecticides by Category: % Value Growth 2012-2017
Table 34 Sales of Spray/Aerosol Insecticides by Type: % Value 2012-2017
Table 35 NBO Company Shares of Home Insecticides: % Value 2013-2017
Table 36 LBN Brand Shares of Home Insecticides: % Value 2014-2017
Table 37 Forecast Sales of Home Insecticides by Category: Value 2017-2022
Table 38 Forecast Sales of Home Insecticides by Category: % Value Growth 2017-2022

Laundry Care in Greece

HEADLINES

PROSPECTS

Concentrated liquid detergents is expected to gain further share

The shift to concentrated fabric softeners gathers pace

Other laundry aids benefits from the introduction of scent boosters

COMPETITIVE LANDSCAPE

Skip and Ariel continue to lead laundry care

Low private label share in laundry care

Rolco Bianil expands its product portfolio, entering new categories

CATEGORY INDICATORS

Table 39 Household Possession of Washing Machines 2012-2017

CATEGORY DATA

Table 40 Sales of Laundry Care by Category: Value 2012-2017
Table 41 Sales of Laundry Care by Category: % Value Growth 2012-2017
Table 42 Sales of Laundry Aids by Category: Value 2012-2017
Table 43 Sales of Laundry Aids by Category: % Value Growth 2012-2017
Table 44 Sales of Laundry Detergents by Category: Value 2012-2017
Table 45 Sales of Laundry Detergents by Category: % Value Growth 2012-2017
Table 46 NBO Company Shares of Laundry Care: % Value 2013-2017
Table 47 LBN Brand Shares of Laundry Care: % Value 2014-2017
Table 48 NBO Company Shares of Laundry Aids: % Value 2013-2017
Table 49 LBN Brand Shares of Laundry Aids: % Value 2014-2017
Table 50 NBO Company Shares of Laundry Detergents: % Value 2013-2017
Table 51 LBN Brand Shares of Laundry Detergents: % Value 2014-2017
Table 52 Forecast Sales of Laundry Care by Category: Value 2017-2022
Table 53 Forecast Sales of Laundry Care by Category: % Value Growth 2017-2022

Polishes in Greece

HEADLINES

PROSPECTS

Changes in aesthetics set to remain an obstacle to growth

Lack of investment further hinders growth potential

Shoe polish is expected to gain share

COMPETITIVE LANDSCAPE

Domestic manufacturer GR Sarantis leads polishes

CATEGORY DATA

Table 54 Sales of Polishes by Category: Value 2012-2017
Table 55 Sales of Polishes by Category: % Value Growth 2012-2017
Table 56 NBO Company Shares of Polishes: % Value 2013-2017
Table 57 LBN Brand Shares of Polishes: % Value 2014-2017
Table 58 Forecast Sales of Polishes by Category: Value 2017-2022
Table 59 Forecast Sales of Polishes by Category: % Value Growth 2017-2022

Surface Care in Greece

HEADLINES

PROSPECTS

Multipurpose cleaners drives growth

Amongst task-specific products, bathroom cleaners is set to see the best performance

Home care wipes remains a niche

COMPETITIVE LANDSCAPE

Colgate-Palmolive Hellas leads surface care

Klinex overtakes Cif

Private label sales driven by Lidl

CATEGORY DATA

Table 60 Sales of Surface Care by Category: Value 2012-2017
Table 61 Sales of Surface Care by Category: % Value Growth 2012-2017
Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2012-2017
Table 63 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2012-2017
Table 64 NBO Company Shares of Surface Care: % Value 2013-2017
Table 65 LBN Brand Shares of Surface Care: % Value 2014-2017
Table 66 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2013-2017
Table 67 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2017
Table 68 Forecast Sales of Surface Care by Category: Value 2017-2022
Table 69 Forecast Sales of Surface Care by Category: % Value Growth 2017-2022

Toilet Care in Greece

HEADLINES

PROSPECTS

Rim blocks is expected to continue to see the best performance in toilet care

Trading up in rim blocks

Bleach is expected to remain the preferred product for toilet sanitising

COMPETITIVE LANDSCAPE

SC Johnson & Son Hellas leads toilet care

Henkel Hellas and GR Sarantis are the runners-up

Competition between branded products and private label

CATEGORY DATA

Table 70 Sales of Toilet Care by Category: Value 2012-2017
Table 71 Sales of Toilet Care by Category: % Value Growth 2012-2017
Table 72 NBO Company Shares of Toilet Care: % Value 2013-2017
Table 73 LBN Brand Shares of Toilet Care: % Value 2014-2017
Table 74 Forecast Sales of Toilet Care by Category: Value 2017-2022
Table 75 Forecast Sales of Toilet Care by Category: % Value Growth 2017-2022

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Megatrends

Country Report

Home Care in Greece

New Report Guarantee

Executive Summary

New Report Guarantee

Home care suffers from the effects of the recession

Increase in footfall in Lidl

Multinational companies lead home care

Minor new product development

Forecasts remain gloomy

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 suffers from the effects of the recession

Increase in footfall in Lidl

Multinational companies lead home care

Minor new product development

Forecasts remain gloomy

MARKET INDICATORS

MARKET DATA

SOURCES

Air Care in Greece

HEADLINES

PROSPECTS

The ongoing recession is expected to prevent sales from recovering

Liquid and spray/aerosol air fresheners set to see the best performances

Candle air fresheners becomes ever more fragmented

COMPETITIVE LANDSCAPE

Reckitt Benckiser Hellas leads air care

More liquid air fresheners are offered

The competitive candle and liquid air fresheners categories remain fragmented

CATEGORY DATA

Bleach in Greece

HEADLINES

PROSPECTS

Maturity and lack of innovation hinder growth

Less discounting expected than in other categories, due to already low prices

Toilet cleaning is expected to remain the most common use for bleach

COMPETITIVE LANDSCAPE

Klinex continues to lead bleach

Economy brands see a strong performance

The strength of private label

CATEGORY DATA

Dishwashing in Greece

HEADLINES

PROSPECTS

Maturity and high penetration hinder growth

Slower decline in sales expected in the forecast period

The ongoing recession remains an obstacle to growth

COMPETITIVE LANDSCAPE

Procter & Gamble Hellas leads dishwashing

Ava’s acquisition by GR Sarantis contributes to the brand gaining share

Private label posts a decline in sales

CATEGORY INDICATORS

CATEGORY DATA

Home Insecticides in Greece

HEADLINES

PROSPECTS

Dependence on the weather leads to an unpredictable performance

Different delivery formats

Value for money to shape consumer behaviour

COMPETITIVE LANDSCAPE

Henkel Hellas enters home insecticides

GR Sarantis enters insecticide baits and natural insecticides

The growth potential for private label remains limited

CATEGORY DATA

Laundry Care in Greece

HEADLINES

PROSPECTS

Concentrated liquid detergents is expected to gain further share

The shift to concentrated fabric softeners gathers pace

Other laundry aids benefits from the introduction of scent boosters

COMPETITIVE LANDSCAPE

Skip and Ariel continue to lead laundry care