Beauty and Personal Care in Greece

Best Price Guarantee	Length	Publisher	Published Date	SKU
from $2,925	136 Pages	Euromonitor International	May, 2025	EP20050510

Best Price Guarantee
Price	from $2,925
Length	136 Pages
Publisher	Euromonitor International
Published Date	May, 2025
SKU	EP20050510

In 2024, beauty and personal care in Greece recorded positive value growth, albeit at a slower pace than in 2023. This moderation was largely due to a decline in inflationary pressure, which was still significant, though lessened, in 2024. In addition, certain categories were impacted by government regulations. In early 2024, authorities introduced a measure requiring suppliers of specific product categories to reduce their commercial offers to retailers by 30%. This led retailers to lower shelf...

Euromonitor International's Beauty and Personal Care in Greece report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Beauty and Personal Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Beauty and Personal Care in Greece
Euromonitor International
May 2025
List Of Contents And Tables
BEAUTY AND PERSONAL CARE IN GREECE
EXECUTIVE SUMMARY
Beauty and personal care in 2024: The big picture
Key Trends
Competitive landscape
Retail developments
What next for beauty and personal care ?
MARKET DATA: Table 1 Sales of Beauty and Personal Care by Category: Value 2019-2024; Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2019-2024; Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2020-2024; Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2020-2024; Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2021-2024; Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2019-2024; Table 7 Distribution of Beauty and Personal Care by Format: % Value 2019-2024; Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2024; Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2024-2029; Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2024-2029
DISCLAIMER
SOURCES: Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN GREECE
KEY DATA FINDINGS
2024 DEVELOPMENTS
Pricing regulations drive sales but hinders value growth for staple products
L’Oréal Hellas leads, while domestic player GR Sarantis records the strongest uplift in share
Some consumers shift from premium to mass offerings to save costs during 2024
PROSPECTS AND OPPORTUNITIES
Moderate growth for staple mass beauty and personal care products
Price point and promotions are set to remain key to the purchasing decision
Mass products will increasingly offer premium features, driving value growth
CATEGORY DATA: Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2019-2024; Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2019-2024; Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2020-2024; Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2021-2024; Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2024-2029; Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2024-2029
PREMIUM BEAUTY AND PERSONAL CARE IN GREECE
KEY DATA FINDINGS
2024 DEVELOPMENTS
Dermocosmetics drive growth and developments for premium skin care
L’Oréal Hellas continues to lead while improving its share in premium beauty and personal care
The cost-of-living crisis impacts certain premium products while others continue to thrive
PROSPECTS AND OPPORTUNITIES
Ongoing growth is expected for premium skin care, driven by dermocosmetics
Full recovery and further growth for premium colour cosmetics and fragrances
Salon professional hair care to grow faster than mass hair care products
CATEGORY DATA: Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2019-2024; Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2019-2024; Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2020-2024; Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2021-2024; Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2024-2029; Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2024-2029
BABY AND CHILD-SPECIFIC PRODUCTS IN GREECE
KEY DATA FINDINGS
2024 DEVELOPMENTS
The demographic decline challenges sales, however, premium products drive growth
Mega Disposables retains its lead while L’Oréal records an uplift in share
Pharmacies gain share as parents’ trust in the channel increases
PROSPECTS AND OPPORTUNITIES
Premiumisation is expected to be the key driver of value growth across the forecast period
Innovation is set to focus on natural and organic launches, aligning with consumer demands
Slowing birthrates will require a focus on innovation to drive value growth
CATEGORY DATA: Table 23 Sales of Baby and Child-specific Products by Category: Value 2019-2024; Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2019-2024; Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2019-2024; Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2020-2024; Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2021-2024; Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2021-2024; Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2021-2024; Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2021-2024; Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2024-2029; Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2024-2029; Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2024-2029
BATH AND SHOWER IN GREECE
KEY DATA FINDINGS
2024 DEVELOPMENTS
Government-led price declines negatively impact retail value growth but support volume sales
Elais Unilever Hellas SA leads, while domestic player Papoutsanis PD SA improves its position
Supermarkets led sales while retail e-commerce improves its performance
PROSPECTS AND OPPORTUNITIES
Premiumisation is expected to drive growth in body wash/shower gel
There are limited growth opportunities for both liquid soap and bar soap
Hand sanitisers is predicted to stabilities at levels higher than pre-COVID-19
CATEGORY DATA: Table 34 Sales of Bath and Shower by Category: Value 2019-2024; Table 35 Sales of Bath and Shower by Category: % Value Growth 2019-2024; Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2019-2024; Table 37 NBO Company Shares of Bath and Shower: % Value 2020-2024; Table 38 LBN Brand Shares of Bath and Shower: % Value 2021-2024; Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2021-2024; Table 40 Forecast Sales of Bath and Shower by Category: Value 2024-2029; Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2024-2029; Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2024-2029
COLOUR COSMETICS IN GREECE
KEY DATA FINDINGS
2024 DEVELOPMENTS
Despite a strong result, price sensitivity limits growth potential for colour cosmetics
Leader L’Oréal Hellas SA loses share as Kiko Milano improves its position
Supermarkets and beauty specialists experience growth, offering affordable options
PROSPECTS AND OPPORTUNITIES
Healthy growth is set to be supported by lip products and the integration of skin care benefits
The minimalism and enhancement aesthetics trends will shape consumer buying habits
Convenience and price point will shape purchasing habits in colour cosmetics
CATEGORY DATA: Table 43 Sales of Colour Cosmetics by Category: Value 2019-2024; Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2019-2024; Table 45 NBO Company Shares of Colour Cosmetics: % Value 2020-2024; Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2021-2024; Table 47 LBN Brand Shares of Eye Make-up: % Value 2021-2024; Table 48 LBN Brand Shares of Facial Make-up: % Value 2021-2024; Table 49 LBN Brand Shares of Lip Products: % Value 2021-2024; Table 50 LBN Brand Shares of Nail Products: % Value 2021-2024; Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2021-2024; Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2024-2029; Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2024-2029
DEODORANTS IN GREECE
KEY DATA FINDINGS
2024 DEVELOPMENTS
Climate change, time outdoors and health awareness supports growth for deodorants
Elais Unilever Hellas SA sale of Noxzema impacts the competitive landscape
Supermarkets remains the leading channel while retail e-commerce increases its share
PROSPECTS AND OPPORTUNITIES
Further growth is predicted for deodorant roll-ons and sticks, supported by leading brands
Positive growth for deodorant sprays will be challenged by deodorant roll-ons
Innovation and premiumisation will focus on natural ingredients and free-from formulas
CATEGORY DATA: Table 54 Sales of Deodorants by Category: Value 2019-2024; Table 55 Sales of Deodorants by Category: % Value Growth 2019-2024; Table 56 Sales of Deodorants by Premium vs Mass: % Value 2019-2024; Table 57 NBO Company Shares of Deodorants: % Value 2020-2024; Table 58 LBN Brand Shares of Deodorants: % Value 2021-2024; Table 59 LBN Brand Shares of Premium Deodorants: % Value 2021-2024; Table 60 Forecast Sales of Deodorants by Category: Value 2024-2029; Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2024-2029; Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2024-2029
DEPILATORIES IN GREECE
KEY DATA FINDINGS
2024 DEVELOPMENTS
Women's razors and blades drive growth as a practical and affordable solution
Established multinational brands lead depilatories as consumers turn to trusted products
Share for retail e-commerce is driven by online promotions, deals and discounts
PROSPECTS AND OPPORTUNITIES
Growth for women’s razors and blades will be drive by affordably
Hair removers/bleaches will face challenges from both salons, and women’s razors and blades
Opportunities for growth may be found with men’s depilatories
CATEGORY DATA: Table 63 Sales of Depilatories by Category: Value 2019-2024; Table 64 Sales of Depilatories by Category: % Value Growth 2019-2024; Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2020-2024; Table 66 NBO Company Shares of Depilatories: % Value 2020-2024; Table 67 LBN Brand Shares of Depilatories: % Value 2021-2024; Table 68 Forecast Sales of Depilatories by Category: Value 2024-2029; Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2024-2029
FRAGRANCES IN GREECE
KEY DATA FINDINGS
2024 DEVELOPMENTS
Premium fragrances drives growth as mass products face challenges during inflation
GR Sarantis SA gains momentum, offering a mix of premium and mass market fragrances
Beauty specialists lead as consumers appreciate discovery new fragrances in person
PROSPECTS AND OPPORTUNITIES
Men’s options and niche brands are expected to drive growth for premium fragrances
Stagnation for mass fragrances expected as competition from affordable and premium goods rises
Sustainability and rising prominence of online retailers will shape consumer habits
CATEGORY DATA: Table 70 Sales of Fragrances by Category: Value 2019-2024; Table 71 Sales of Fragrances by Category: % Value Growth 2019-2024; Table 72 NBO Company Shares of Fragrances: % Value 2020-2024; Table 73 LBN Brand Shares of Fragrances: % Value 2021-2024; Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2021-2024; Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2021-2024; Table 76 Forecast Sales of Fragrances by Category: Value 2024-2029; Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2024-2029
HAIR CARE IN GREECE
KEY DATA FINDINGS
2024 DEVELOPMENTS
New legislation leads to slower retail value growth in hair care during 2024
The consolidated competitive landscape is led by multinational players
Supermarkets retain the leading share as consumers appreciate a wide variety and easy accessibility
PROSPECTS AND OPPORTUNITIES
Positive outlook for conditioners and treatments, while shampoos faces challenges
Several trends are expected to shape hair care throughout the forecast period
Rising competition among mass brands and salon professional hair care
CATEGORY DATA: Table 78 Sales of Hair Care by Category: Value 2019-2024; Table 79 Sales of Hair Care by Category: % Value Growth 2019-2024; Table 80 Sales of Hair Care by Premium vs Mass: % Value 2019-2024; Table 81 NBO Company Shares of Hair Care: % Value 2020-2024; Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2020-2024; Table 83 LBN Brand Shares of Hair Care: % Value 2021-2024; Table 84 LBN Brand Shares of Colourants: % Value 2021-2024; Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2021-2024; Table 86 LBN Brand Shares of Styling Agents: % Value 2021-2024; Table 87 LBN Brand Shares of Premium Hair Care: % Value 2021-2024; Table 88 Forecast Sales of Hair Care by Category: Value 2024-2029; Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2024-2029; Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2024-2029
MEN'S GROOMING IN GREECE
KEY DATA FINDINGS
2024 DEVELOPMENTS
Men’s grooming post growth, however, sales are challenged by unisex offerings
Procter & Gamble Hellas SA maintains its top spot due to key brands
Retail e-commerce gains share as consumers appreciate competitive pricing
PROSPECTS AND OPPORTUNITIES
Men’s toiletries is set to grow further, bolstered by bath and shower products
Growth for men’s skin care and hair care is set to be challenged by unisex products
The rise of a groomed appearance may support sales of men's shaving products
CATEGORY DATA: Table 91 Sales of Men’s Grooming by Category: Value 2019-2024; Table 92 Sales of Men’s Grooming by Category: % Value Growth 2019-2024; Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2021-2024; Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2021-2024; Table 95 NBO Company Shares of Men’s Grooming: % Value 2020-2024; Table 96 LBN Brand Shares of Men’s Grooming: % Value 2021-2024; Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2021-2024; Table 98 Forecast Sales of Men’s Grooming by Category: Value 2024-2029; Table 99 Forecast Sales of Men’s Grooming by Category: % Value Growth 2024-2029
ORAL CARE IN GREECE
KEY DATA FINDINGS
2024 DEVELOPMENTS
Government legislation impacts toothpastes performance, challenging value growth
A highly consolidated landscape leaves little opportunity for private label goods
Retail e-commerce continues to grow from low base while supermarkets lead
PROSPECTS AND OPPORTUNITIES
Manual toothbrushes is expected to lead growth, with sales bolstered by multi-packs
Premiumisation and specialisation will rise alongside health awareness
Whitening and therapeutic products are set to drive current value growth for toothpaste
CATEGORY DATA: Table 100 Sales of Oral Care by Category: Value 2019-2024; Table 101 Sales of Oral Care by Category: % Value Growth 2019-2024; Table 102 Sales of Toothbrushes by Category: Value 2019-2024; Table 103 Sales of Toothbrushes by Category: % Value Growth 2019-2024; Table 104 Sales of Toothpaste by Type: % Value Breakdown 2020-2024; Table 105 NBO Company Shares of Oral Care: % Value 2020-2024; Table 106 LBN Brand Shares of Oral Care: % Value 2021-2024; Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2021-2024; Table 108 LBN Brand Shares of Toothpaste: % Value 2021-2024; Table 109 Forecast Sales of Oral Care by Category: Value 2024-2029; Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2024-2029; Table 111 Forecast Sales of Toothbrushes by Category: Value 2024-2029; Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2024-2029
SKIN CARE IN GREECE
KEY DATA FINDINGS
2024 DEVELOPMENTS
Dermocosmetics drive sales as consumers seek active ingredients and medical benefits
L’Oréal Hellas continues to lead with a portfolio of mass and premium brands
Physical pharmacies lead distribution, outperforming online counterparts
PROSPECTS AND OPPORTUNITIES
Skin care innovation and growth is set to be boost by the ongoing interest in anti-agers
K-Beauty is set to gain ongoing popularity across the forecast period
Mass products are set to grain ground, offering premium features to consumers
CATEGORY DATA: Table 113 Sales of Skin Care by Category: Value 2019-2024; Table 114 Sales of Skin Care by Category: % Value Growth 2019-2024; Table 115 NBO Company Shares of Skin Care: % Value 2020-2024; Table 116 LBN Brand Shares of Skin Care: % Value 2021-2024; Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2021-2024; Table 118 LBN Brand Shares of Anti-agers: % Value 2021-2024; Table 119 LBN Brand Shares of Firming Body Care: % Value 2021-2024; Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2021-2024; Table 121 LBN Brand Shares of Premium Skin Care: % Value 2021-2024; Table 122 Forecast Sales of Skin Care by Category: Value 2024-2029; Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2024-2029
SUN CARE IN GREECE
KEY DATA FINDINGS
2024 DEVELOPMENTS
Ongoing growth for sun care as consumers seek high-level sun protection
L'Oréal Hellas continues to lead sun care, while GR Sarantis SA offers the leading brand
Pharmacies lead as consumers trust product offerings from these retailers
PROSPECTS AND OPPORTUNITIES
Further growth is anticipated for sun protection as daily use drives sales
Sun projection will increasingly be viewed as an essential, driving sales
The role of sustainability will rise in sun care, with a growing demand for marine-friendly ingredients
CATEGORY DATA: Table 124 Sales of Sun Care by Category: Value 2019-2024; Table 125 Sales of Sun Care by Category: % Value Growth 2019-2024; Table 126 NBO Company Shares of Sun Care: % Value 2020-2024; Table 127 LBN Brand Shares of Sun Care: % Value 2021-2024; Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2021-2024; Table 129 Forecast Sales of Sun Care by Category: Value 2024-2029; Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2024-2029