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Country Report

Laundry Care in

Laundry Care in Greece

20 pages, Feb 2018

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Concentrated liquid detergents is expected to gain further share

Laundry care continued to see a current value decline in 2017, although at a slower pace compared with the decline seen in 2016. Although the share of powder detergents is expected to remain high in Greece, sales will continue to steadily decline over the forecast period.

The shift to concentrated fabric softeners gathers pace

The shift to concentrated liquid fabric softeners which started at the beginning of the review period is set to continue over the forecast period. This shift began with the launch of Lenor, which rapidly gained share, and other key brands followed by introducing concentrated variants in their portfolios.

Other laundry aids benefits from the introduction of scent boosters

Scent boosters were introduced in Greece in 2017, following the launch of Lenor Unstoppables, a product that is marketed as a fragrance booster in granule format, which stimulated consumer interest in the Lenor brand. Product awareness is still low, but given the strong brand name, it is anticipated that the product will perform well, leading to an increase in sales of other laundry aids in the forecast period.

COMPETITIVE LANDSCAPE

Skip and Ariel continue to lead laundry care

Laundry care still attracts a great deal of investment from manufacturers; yet not many changes have taken place in the competitive landscape, with Skip and Ariel retaining the leading positions in 2017. Skip leads powder and liquid detergents, whilst Ariel is the leader in liquid tablet detergents.

Low private label share in laundry care

The share of private label remains low in laundry care. This is because laundry care is a home care category in which brand loyalty is still strong.

Rolco Bianil expands its product portfolio, entering new categories

Domestic detergents manufacturer Rolco Bianil expanded its product portfolio in laundry care, entering new categories in 2016/2017. The company launched liquid tablet detergents under the Essex brand, given that the share of liquid tablets within laundry detergents has been growing, and Rolco did not have any products in this category.

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Samples

Laundry Care Market Sample Report Laundry Care Market 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 Laundry 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 Laundry Care industry in Greece, our research will save you time and money while empowering you to make informed, profitable decisions.

The Laundry 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 Laundry Care in Greece?
What are the major brands in Greece?
What is the performance of concentrated liquid detergents?
What are the main new products developments in the laundry aids area?

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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Laundry Care in Greece - Category analysis

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 1 Household Possession of Washing Machines 2012-2017

CATEGORY DATA

Table 2 Sales of Laundry Care by Category: Value 2012-2017
Table 3 Sales of Laundry Care by Category: % Value Growth 2012-2017
Table 4 Sales of Laundry Aids by Category: Value 2012-2017
Table 5 Sales of Laundry Aids by Category: % Value Growth 2012-2017
Table 6 Sales of Laundry Detergents by Category: Value 2012-2017
Table 7 Sales of Laundry Detergents by Category: % Value Growth 2012-2017
Table 8 NBO Company Shares of Laundry Care: % Value 2013-2017
Table 9 LBN Brand Shares of Laundry Care: % Value 2014-2017
Table 10 NBO Company Shares of Laundry Aids: % Value 2013-2017
Table 11 LBN Brand Shares of Laundry Aids: % Value 2014-2017
Table 12 NBO Company Shares of Laundry Detergents: % Value 2013-2017
Table 13 LBN Brand Shares of Laundry Detergents: % Value 2014-2017
Table 14 Forecast Sales of Laundry Care by Category: Value 2017-2022
Table 15 Forecast Sales of Laundry Care by Category: % Value Growth 2017-2022

Home Care in Greece - Industry Overview

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 16 Households 2012-2017

MARKET DATA

Table 17 Sales of Home Care by Category: Value 2012-2017
Table 18 Sales of Home Care by Category: % Value Growth 2012-2017
Table 19 NBO Company Shares of Home Care: % Value 2013-2017
Table 20 LBN Brand Shares of Home Care: % Value 2014-2017
Table 21 Penetration of Private Label in Home Care by Category: % Value 2012-2017
Table 22 Distribution of Home Care by Format: % Value 2012-2017
Table 23 Distribution of Home Care by Format and Category: % Value 2017
Table 24 Forecast Sales of Home Care by Category: Value 2017-2022
Table 25 Forecast Sales of Home Care by Category: % Value Growth 2017-2022

Megatrends

Country Report

Laundry Care in Greece

New Report Guarantee

Executive Summary

New Report Guarantee

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

Samples

Overview

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Samples (FAQs about samples):

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Table of Contents

Laundry Care in Greece - Category analysis

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

CATEGORY DATA

Home Care in Greece - Industry Overview

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

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