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 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.
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.
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 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.
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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