Moderate, steady value growth is anticipated for mass beauty and personal care products in Greece over the forecast period. The staple nature of most mass categories, combined with further unit price increases due to anticipated additional inflationary waves, means that volume sales will be more or less stable, while value sales will see faster, positive growth across categories.
Given that the economic situation in Greece, affected by the energy/inflation crisis, is expected to remain tense over (at least the beginning of) the forecast period, the affordability of mass brands is set to remain a key selling point. With prices having skyrocketed in 2022, and additional increases anticipated in 2023 and quite likely also later, Greek consumers will continue cutting down on non-essentials and go after offers and discounts, as well as private label products.
Over the forecast period, various product features that have emerged from the premium segment are expected to be passed on to the mass segment, as manufacturers will strive to add value and appeal to increasingly savvy consumers, who nevertheless have limited budgets. One notable such trend is evident in hair care, where salon hair care routines and techniques have already influenced mass brands and will continue to do so on an even broader scale over the forecast period.
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Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care industry in Greece with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Mass Beauty and Personal Care
This is the aggregation of mass colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.See All of Our Definitions
This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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