Laundry Care in Greece

PROSPECTS

Promotions lead to price declines, hampering value growth

Laundry care saw only slow retail current value growth in 2019. Consumer confidence remained at low levels, given that disposable incomes did not increase strongly.

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

During the recession consumers used less laundry detergent, shifting to using recommended doses or at least cutting down on overdosing, and opted to do fewer loads of washing per week. They always waited for a full load instead of doing half loads, in order to save money not only on detergent, but also electricity.

Liquid tablet detergents offers room for growth due to low penetration

Liquid detergents performed well within laundry detergents in 2019, as such products continued to be in the spotlight for investment, despite maturity. In the review period sales of liquid detergents overtook powder detergents to become the largest category in value terms.

COMPETITIVE LANDSCAPE

Multinationals continue to lead, led by Procter & Gamble Hellas

Multinational brands dominated laundry care in 2019, with the majority of these being imported. Procter & Gamble Hellas maintained and extended its lead in laundry care in value terms in 2019, with its Ariel and Lenor brands.

Price competition leads to a falling share for private label

The share of private label products remains low within laundry care. In the case of laundry detergents its share is declining due to the price competition with branded products, which allowed consumers to purchase their preferred brand, yet at a low price.

Unilever is active in new product development

Unilever Hellas invested in the Klinex brand, launching laundry detergents in powder and liquid formats, in two fragrances, Original and Fresh Clean. Thanks to its chlorine-free composition, Klinex detergents are suitable for both white and coloured washing, whilst claiming to remove difficult stains even at low temperatures.

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