Consumers are gradually migrating back to leading surface care brands such as Ajax and Klinex. While the retail share of Dettol is set to stabilise at level higher compared to 2019, the brand is expected to continue seeing a decline due to its higher retail price.
As the new generation of Greek consumers is more environmentally conscious, there are significant opportunities for growth of brands boasting green credentials, which still have very low penetration within home care in general and surface care in particular in the country. The introduction of Ecover in Greece at the end of the review period is set to contribute to sales growth, and this will be accelerated by investment from SC Johnson & Son on raising brand awareness.
The convenience trend will benefit trigger sprays over the forecast period. Indeed, packaging formats will remain the focus of developments, with companies championing added value and investing in designs to attract consumer interest.
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Understand the latest market trends and future growth opportunities for the Surface Care industry in Greece with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Surface Care industry in Greece, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Surface Care
This is the aggregation of multi-purpose, bathroom, oven , kitchen, window/glass, and floor cleaners, descalers, drain openers, scouring agents, household antiseptics and wipes.
See All of Our DefinitionsThis report originates from Passport, our Surface Care research and analysis database.
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