Executive Summary

Jun 2019
PROSPECTS
Return to growth amidst ongoing promotional intensity in hair care and bath and shower

Value sales of mass products turned positive in 2018, following the general trend of the Greek economy, which, after successive years of turmoil, is entering a phase of stabilisation and slow recovery that is expected to last throughout the forecast period. This trend is evident in the key categories of hair care and bath and shower, which are dominated by mass products sold in supermarkets.

Tight budgets keep favouring mass skin care

Tight consumer budgets kept benefiting mass skin care brands at the expense of premium ones in 2018. Budget-conscious consumers find it hard to remain brand-loyal and will often buy their premium brand of choice once a year whilst trading down to mass the rest of the time.

Slow but continuous growth for mass colour cosmetics

During the recession, most Greek consumers turned to mass and masstige colour cosmetics. Since the middle of the review period, ongoing, extended promotions secured positive, if marginal value growth.

COMPETITIVE LANDSCAPE
L’Oréal leads mass beauty and personal care

L’Oréal Hellas continued to lead mass beauty and personal care in Greece in 2018. L’Oréal markets a wide range of well-established brands across most categories and channels, whilst also resting on innovation, high advertising presence and intense promotional campaigns.

Procter & Gamble, GR Sarantis and Elais Unilever follow

Procter & Gamble Hellas ranked second in 2018 with an array of well-established brands like Pantene, Max Factor, Wella, Head & Shoulders and Koleston. Domestic GR Sarantis ranked third, with Noxzema leading deodorants, Carroten leading sun care and STR8 leading mass men’s fragrances, introducing a premium-style strategy and promotion and driving developments in the market.

Domestic Hellenica leads mass colour cosmetics

Hellenica leads mass colour cosmetics, with its popular Radiant brands and Seventeen brands occupying the first two places. Radiant managed to increase its share in 2018, adopting a “masstige” positioning and attracting trading-down consumers.

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Mass Beauty and Personal Care in Greece

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Overview

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

The Mass Beauty and Personal Care 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 Mass Beauty and Personal Care in Greece?
  • What are the major brands in Greece?
  • What pricing movements are seen across mass beauty brands?
  • What are the key product development trends?
  • How are sales of mass beauty and personal care products performing?

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 Beauty and Personal Care market research database.

Mass Beauty and Personal Care in Greece - Category analysis

HEADLINES

PROSPECTS

Return to growth amidst ongoing promotional intensity in hair care and bath and shower
Tight budgets keep favouring mass skin care
Slow but continuous growth for mass colour cosmetics

COMPETITIVE LANDSCAPE

L’Oréal leads mass beauty and personal care
Procter & Gamble, GR Sarantis and Elais Unilever follow
Domestic Hellenica leads mass colour cosmetics

CATEGORY DATA

Table 1 Sales of Mass Beauty and Personal Care by Category: Value 2013-2018
Table 2 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Mass Beauty and Personal Care: % Value 2014-2018
Table 4 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2015-2018
Table 5 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
Table 6 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023

Beauty and Personal Care in Greece - Industry Overview

EXECUTIVE SUMMARY

Market returns to growth
Sales increase amidst improvement of economic climate and growth of internet retailing
L’Oréal leads a market dominated by multinational companies
New launches revolve around the “natural” trend
Slow, partial recovery anticipated

MARKET DATA

Table 7 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 8 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 9 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 10 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 11 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 12 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 13 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 14 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 15 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 16 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources