Executive Summary

Mar 2019
Sales increase driven by stability in retailing and the economic landscape

Greece, in recession for nearly a decade, exited the memoranda in 2018. Nevertheless, consumer confidence remains low, given that disposable incomes have not increased, which affects purchasing power.

Rising tourist influx benefits tissue and hygiene

With domestic consumption affected by the cuts in disposable incomes and by maturity, volume growth was hindered for retail tissue and hygiene in 2018. AFH tissue, on the other hand, benefited from the record-breaking tourist influx in 2018.

Softex’s relaunch leads to changes in the competitive landscape of retail tissue

There were no significant developments in 2018 in the competitive landscape of retail hygiene in Greece, which remained consolidated and dominated by multinational Procter & Gamble Hellas SA and domestic manufacturer Mega Disposables SA. Other key players are domestic Septona SA and multinational Johnson & Johnson Hellas SA, although these account for much smaller shares of retail hygiene.

Hypermarkets regains part of its lost share

The reopening of former Carrefour outlets under the Sklavenitis banner, which was started in 2017 and finalised in 2018, contributed to a significant increase in sales of tissue and hygiene products via hypermarkets. Aggressive discounting is Sklavenitis’s strategy to boost footfall in hypermarkets, and financially strapped consumers have responded to this, resulting in a strong increase in the value share of hypermarkets at the expense of supermarkets and discounters.

Maturity and discounting will hinder growth

Tissue and hygiene value sales will see slower growth during 2018-2023. Despite the improvement of economic prospects, consumers are expected to remain conservative in their spending.

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Tissue and Hygiene in Greece

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Overview

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

When you purchase this report, you also get the data and the content from these category reports in Greece for free:

The Tissue and Hygiene 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 Tissue and Hygiene in Greece?
  • What are the major brands in Greece?
  • What are the most dynamic tissue and hygiene categories?
  • What are the major markets for tissue products sales?
  • What are the major markets for hygiene products sales?

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.

Tissue and Hygiene in Greece

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 1 Birth Rates 2013-2018
Table 2 Infant Population 2013-2018
Table 3 Female Population by Age 2013-2018
Table 4 Total Population by Age 2013-2018
Table 5 Households 2013-2018
Table 6 Forecast Infant Population 2018-2023
Table 7 Forecast Female Population by Age 2018-2023
Table 8 Forecast Total Population by Age 2018-2023
Table 9 Forecast Households 2018-2023

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Away-From-Home Tissue and Hygiene in Greece

HEADLINES

PROSPECTS

Increased tourist flows lead to a rise in demand for away-from-home tissue
Premium products thrive despite adverse economic conditions
Cash and carry and modern grocery retailers outperform traditional wholesalers

COMPETITIVE LANDSCAPE

Eurochartiki SA loses share in 2018
The competitive landscape of away-from-home tissue is highly fragmented
Intertrade Hellas, Maxi Hellas and Hart Hellas gain share

CATEGORY DATA

Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2013-2018
Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 21 Sales of Away-From-Home Paper Towels by Type: % Value 2014-2018
Table 22 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2013-2018
Table 23 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2013-2018
Table 24 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2013-2018
Table 25 Sales of Away-From-Home Wipers by Format through Public: % Value 2013-2018
Table 26 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2013-2018
Table 27 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2018
Table 28 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 29 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023

Nappies/Diapers/Pants in Greece

HEADLINES

PROSPECTS

Demographic trends take a toll upon sales
Disposable pants outperforms nappies/diapers
Discounting is widely employed to retain volume sales

COMPETITIVE LANDSCAPE

Mega Disposables strengthens its volume position in nappies/diapers/pants
Price-offs lead to losses for private label
Pampers sees its share decrease in 2018

CATEGORY DATA

Table 30 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 31 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 32 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 33 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 34 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 35 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

Retail Adult Incontinence in Greece

HEADLINES

PROSPECTS

Value growth is hindered by low purchasing power
Developments add value
Demographics are favourable to growth

COMPETITIVE LANDSCAPE

Private label products gain volume share
Domestic manufacturer Mega Disposables leads sales
Essity’s Tena remains the leading international brand

CATEGORY DATA

Table 36 Sales of Retail Adult Incontinence by Category: Value 2013-2018
Table 37 Sales of Retail Adult Incontinence by Category: % Value Growth 2013-2018
Table 38 NBO Company Shares of Retail Adult Incontinence: % Value 2014-2018
Table 39 LBN Brand Shares of Retail Adult Incontinence: % Value 2015-2018
Table 40 Forecast Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 41 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023

Retail Tissue in Greece

HEADLINES

PROSPECTS

Discounting is the growth strategy
Sales recover from turbulence in the retailing landscape
Manufacturers add value through premiumisation

COMPETITIVE LANDSCAPE

The relaunch of Softex reshapes the competitive landscape of retail tissue
Premiumisation is the key trend driving new product developments
Eurochartiki and Intertrade Hellas are the leading private label manufacturers

CATEGORY DATA

Table 42 Retail Sales of Tissue by Category: Value 2013-2018
Table 43 Retail Sales of Tissue by Category: % Value Growth 2013-2018
Table 44 NBO Company Shares of Retail Tissue: % Value 2014-2018
Table 45 LBN Brand Shares of Retail Tissue: % Value 2015-2018
Table 46 Forecast Retail Sales of Tissue by Category: Value 2018-2023
Table 47 Forecast Retail Sales of Tissue by Category: % Value Growth 2018-2023

Sanitary Protection in Greece

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 48 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 49 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 50 Retail Sales of Tampons by Application Format: % Value 2013-2018
Table 51 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 52 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 53 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 54 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Wipes in Greece

HEADLINES

PROSPECTS

Baby wipes leads sales
Pricing affects growth potential
Limited product variety hinders growth for some wipes categories

COMPETITIVE LANDSCAPE

Mega Disposables leads personal wipes
Private label wipes players lose value share
Multinationals are outperformed by domestic players

CATEGORY DATA

Table 55 Retail Sales of Wipes by Category: Value 2013-2018
Table 56 Retail Sales of Wipes by Category: % Value Growth 2013-2018
Table 57 NBO Company Shares of Retail Wipes: % Value 2014-2018
Table 58 LBN Brand Shares of Retail Wipes: % Value 2015-2018
Table 59 Forecast Retail Sales of Wipes by Category: Value 2018-2023
Table 60 Forecast Retail Sales of Wipes by Category: % Value Growth 2018-2023