Laundry Care in Greece

PROSPECTS

Number of washes declines, affecting volume sales

Whilst Greece exited the Memoranda of Understanding in 2018, consumer confidence will remain at low levels, given that disposable income is not expected to increase substantially. In context with the recession that re-shaped consumption patterns during the review period, Greek households started to be more conservative in their spending and thereby in their use of laundry care products.

Liquid detergents and capsules cannibalise powders

At the end of the review period manufacturers were shifting focus away from powders, a category that in Greece is regarded as dated and is steadily losing value share within automatic laundry detergents, albeit at a slower pace in 2018 in comparison to previous years given that its penetration is already substantially smaller than it used to be. Liquids continue to be under the spotlight of investment although it is more mature than liquid tablets.

Shift to concentrates gathers pace

Concentrated products remained the key trend in automatic laundry detergents in 2018. Within the largest category of liquids most leading brands introduced more concentrated formulas resulting in a decline in volume and an increase in value.

COMPETITIVE LANDSCAPE

Ariel and Skip retain leadership

For one more consecutive year the leading brands in laundry care are Skip and Ariel, the former leading powder detergents and liquid detergents and the latter detergent capsules. Both brands witnessed minor fluctuations in their value share throughout the year, depending on promotional activities that led consumers to buy one or the other.

Private label products losing value share

Within laundry care the share of private label products is declining despite the lower retail price. This is mostly down to the promo intensity in branded products, which allows consumers to purchase their preferred brand yet at a low price.

Colgate-Palmolive Hellas leads fabric softeners

Colgate-Palmolive with Soupline was the leader in fabric softeners in 2018. The Lenor brand ranked second in total liquid fabric softeners, whilst the brand retained leadership of concentrated softeners.

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