Executive Summary

Feb 2019
PROSPECTS
Automatic washer dryers leads growth

Automatic washer dryers registered the highest volume growth in home laundry appliances in 2018, continuing the impressive performance over the review period. The rise in sales of these products can be attributed to the fact that households that replaced their old washing machines opted for washer dryers instead.

Automatic washing machines with larger capacity and smaller dimensions on the rise

Consumers that replaced their old washing machines in 2017 and 2018 typically opted for appliances with a capacity larger than 8kg in an effort to reduce their electricity bills. At the same time, smaller washing machines also gained ground as they provide a practical solution for apartments with space restrictions.

Average unit prices decline due to aggressive promotional activities

In 2017 and 2018, retailers adopted a policy of aggressive price offers in an effort to attract consumers and boost volume sales. Consequently, the average unit price of all freestanding home laundry appliances has declined.

COMPETITIVE LANDSCAPE
BSH Ikiakes Siskeves remains dominant player

BSH Ikiakes Siskeves continued to lead sales in home laundry appliances in 2018. The company markets the Bosch, Pitsos and Siemens brands, with the former seeing the best performance of the three in volume terms.

BSH Ikiakes Siskeves benefits from promotional activities

Volume sales of all brands distributed by BSH Ikiakes Siskeves in home laundry appliances increased in 2018. This can be attributed to the fact that the company is engaging in aggressive promotional activities, with Bosch, Siemens and Pitsos products being sold at a discount of up to 30% at electronics specialist chain Kotsovolos during summer 2018.

LG remains leading brand in home laundry appliances

At brand level, LG continued to lead sales within home laundry appliances in 2018. LG registered a positive performance in both automatic washing machines and washer dryers, where it offers a good range of mid-tier models.

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Home Laundry Appliances in Greece

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Overview

Discover the latest market trends and uncover sources of future market growth for the Home Laundry Appliances 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 Laundry Appliances industry in Greece, our research will save you time and money while empowering you to make informed, profitable decisions.

The Home Laundry Appliances in Greece market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • 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 Laundry Appliances in Greece?
  • What are the major brands in Greece?
  • What is the average volume capacity for washing machines in Greece?
  • Has there been a shift from front loading to top loading washing machines?
  • What is the sizing of automatic versus semi-automatic washing machines 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 Consumer Appliances market research database.

Home Laundry Appliances in Greece - Category analysis

HEADLINES

PROSPECTS

Automatic washer dryers leads growth
Automatic washing machines with larger capacity and smaller dimensions on the rise
Average unit prices decline due to aggressive promotional activities

COMPETITIVE LANDSCAPE

BSH Ikiakes Siskeves remains dominant player
BSH Ikiakes Siskeves benefits from promotional activities
LG remains leading brand in home laundry appliances

CATEGORY DATA

Table 1 Sales of Home Laundry Appliances by Category: Volume 2013-2018
Table 2 Sales of Home Laundry Appliances by Category: Value 2013-2018
Table 3 Sales of Home Laundry Appliances by Category: % Volume Growth 2013-2018
Table 4 Sales of Home Laundry Appliances by Category: % Value Growth 2013-2018
Table 5 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2014-2018
Table 6 Sales of Automatic Washing Machines by Format: % Volume 2013-2018
Table 7 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2013-2018
Table 8 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2014-2018
Table 9 NBO Company Shares of Home Laundry Appliances: % Volume 2014-2018
Table 10 LBN Brand Shares of Home Laundry Appliances: % Volume 2015-2018
Table 11 Distribution of Home Laundry Appliances by Format: % Volume 2013-2018
Table 12 Production, Imports and Exports of Home Laundry Appliances: Total Volume 2013-2018
Table 13 Forecast Sales of Home Laundry Appliances by Category: Volume 2018-2023
Table 14 Forecast Sales of Home Laundry Appliances by Category: Value 2018-2023
Table 15 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2018-2023
Table 16 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2018-2023

Consumer Appliances in Greece - Industry Overview

EXECUTIVE SUMMARY

Low consumer confidence poses obstacle to growth
Offers and replacement buys drive demand
BSH Ikiakes Siskeves outperforms Philips Hellenique
Reshaping of consumer appliances
Poor performance set to continue

MARKET INDICATORS

Table 17 Household Penetration of Selected Total Stock Consumer Appliances by Category 2013-2018
Table 18 Replacement Cycles of Consumer Appliances by Category 2013-2018
Table 19 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2018-2023
Table 20 Forecast Replacement Cycles of Consumer Appliances by Category 2018-2023

MARKET DATA

Table 21 Sales of Consumer Appliances by Category: Volume 2013-2018
Table 22 Sales of Consumer Appliances by Category: Value 2013-2018
Table 23 Sales of Consumer Appliances by Category: % Volume Growth 2013-2018
Table 24 Sales of Consumer Appliances by Category: % Value Growth 2013-2018
Table 25 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2013-2018
Table 26 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2013-2018
Table 27 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2013-2018
Table 28 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2013-2018
Table 29 Sales of Small Appliances by Category: Volume 2013-2018
Table 30 Sales of Small Appliances by Category: Value 2013-2018
Table 31 Sales of Small Appliances by Category: % Volume Growth 2013-2018
Table 32 Sales of Small Appliances by Category: % Value Growth 2013-2018
Table 33 NBO Company Shares of Major Appliances: % Volume 2014-2018
Table 34 LBN Brand Shares of Major Appliances: % Volume 2015-2018
Table 35 NBO Company Shares of Small Appliances: % Volume 2014-2018
Table 36 LBN Brand Shares of Small Appliances: % Volume 2015-2018
Table 37 Distribution of Major Appliances by Format: % Volume 2013-2018
Table 38 Distribution of Small Appliances by Format: % Volume 2013-2018
Table 39 Forecast Sales of Consumer Appliances by Category: Volume 2018-2023
Table 40 Forecast Sales of Consumer Appliances by Category: Value 2018-2023
Table 41 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2018-2023
Table 42 Forecast Sales of Consumer Appliances by Category: % Value Growth 2018-2023
Table 43 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2018-2023
Table 44 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2018-2023
Table 45 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2018-2023
Table 46 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2018-2023
Table 47 Forecast Sales of Small Appliances by Category: Volume 2018-2023
Table 48 Forecast Sales of Small Appliances by Category: Value 2018-2023
Table 49 Forecast Sales of Small Appliances by Category: % Volume Growth 2018-2023
Table 50 Forecast Sales of Small Appliances by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources