Executive Summary

Mar 2019
PROSPECTS
Maturity hinders volume growth

Sanitary protection is mature in Greece and this leaves little room for growth. Volume sales were flat in 2018 and are not anticipated to change significantly during 2018-2023.

Discounting translates into losses in value

Amid the proliferation of discounting activities used by manufacturers and retailers alike, the average retail price of sanitary protection products decreased in 2018 and is expected to lower further over the forecast period, albeit at a slower pace in current terms than in 2018. Volume sales of promotional and value packs saw a significant increase in 2018, unlike single non-promotional packs which displayed a decline in sales.

Slim/thin/ultra-thin towels dominate value sales

Sales of standard towels declined steadily during the review period and the decline is set to continue during 2018-2023, although at a slower rate, given that the products’ penetration is very low in Greece. Greek women opt for the convenience of slim/thin/ultra-thin towels, as they are more discreet.

COMPETITIVE LANDSCAPE
Brand loyalty remains high

Brand loyalty is high in sanitary protection. Women shop based on brand and price, usually stocking up when their preferred brand is discounted.

Johnson & Johnson Hellas SA dominates sales of tampons

O b is the dominant brand in tampons. The brand managed to increase its value and volume shares in 2018.

Discounting leads to losses for private label products

Promotional intensity is high among branded products, translating into a squeezed price margin between private label products and branded ones. This has led to steep losses for private label, in both value and volume terms, across sanitary protection.

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Sanitary Protection in Greece

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Overview

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

The Sanitary Protection 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 Sanitary Protection in Greece?
  • What are the major brands in Greece?
  • What are the key new product launches in the sanitary protection market?

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 Tissue and Hygiene market research database.

Sanitary Protection in Greece - Category analysis

HEADLINES

PROSPECTS

Maturity hinders volume growth
Discounting translates into losses in value
Slim/thin/ultra-thin towels dominate value sales

COMPETITIVE LANDSCAPE

Brand loyalty remains high
Johnson & Johnson Hellas SA dominates sales of tampons
Discounting leads to losses for private label products

CATEGORY DATA

Table 1 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 2 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 3 Retail Sales of Tampons by Application Format: % Value 2013-2018
Table 4 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 5 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 6 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 7 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Tissue and Hygiene in Greece - Industry Overview

EXECUTIVE SUMMARY

Sales increase driven by stability in retailing and the economic landscape
Rising tourist influx benefits tissue and hygiene
Softex’s relaunch leads to changes in the competitive landscape of retail tissue
Hypermarkets regains part of its lost share
Maturity and discounting will hinder growth

MARKET INDICATORS

Table 8 Birth Rates 2013-2018
Table 9 Infant Population 2013-2018
Table 10 Female Population by Age 2013-2018
Table 11 Total Population by Age 2013-2018
Table 12 Households 2013-2018
Table 13 Forecast Infant Population 2018-2023
Table 14 Forecast Female Population by Age 2018-2023
Table 15 Forecast Total Population by Age 2018-2023
Table 16 Forecast Households 2018-2023

MARKET DATA

Table 17 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 18 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 19 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 20 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 21 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 23 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 25 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources