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Home Care in Greece

Home Care in Greece

Home care registered a decline in current value and volume terms in 2017. Amidst the economic turmoil, consumers cut back their spending on home care products. Laundry care was one of the least affected categories, given that when it comes to laundry detergents, consumers still favour branded products, and brand loyalty is stronger in comparison with other categories. Having said that, laundry care is a category characterised by very aggressive promotional activity, with buy-one-get-one-free bec...

Euromonitor International's Home Care in Greece market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2022 illustrate how the market is set to change.

Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet 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 Home 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.
Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.


HOME CARE IN GREECE
Euromonitor International
February 2018
LIST OF CONTENTS AND TABLES
Executive Summary
Home Care Suffers From the Effects of the Recession
Increase in Footfall in Lidl
Multinational Companies Lead Home Care
Minor New Product Development
Forecasts Remain Gloomy
Market Indicators
Table 1 Households 2012-2017
Market Data
Table 2 Sales of Home Care by Category: Value 2012-2017
Table 3 Sales of Home Care by Category: % Value Growth 2012-2017
Table 4 NBO Company Shares of Home Care: % Value 2013-2017
Table 5 LBN Brand Shares of Home Care: % Value 2014-2017
Table 6 Penetration of Private Label in Home Care by Category: % Value 2012-2017
Table 7 Distribution of Home Care by Format: % Value 2012-2017
Table 8 Distribution of Home Care by Format and Category: % Value 2017
Table 9 Forecast Sales of Home Care by Category: Value 2017-2022
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2017-2022
Sources
Summary 1 Research Sources
Headlines
Prospects
the Ongoing Recession Is Expected To Prevent Sales From Recovering
Liquid and Spray/aerosol Air Fresheners Set To See the Best Performances
Candle Air Fresheners Becomes Ever More Fragmented
Competitive Landscape
Reckitt Benckiser Hellas Leads Air Care
More Liquid Air Fresheners Are Offered
the Competitive Candle and Liquid Air Fresheners Categories Remain Fragmented
Category Data
Table 11 Sales of Air Care by Category: Value 2012-2017
Table 12 Sales of Air Care by Category: % Value Growth 2012-2017
Table 13 Sales of Electric Air Fresheners by Battery Operated vs Plug-in: % Value 2012-2017
Table 14 Sales of Air Care by Fragrance: Value Ranking 2012-2017
Table 15 NBO Company Shares of Air Care: % Value 2013-2017
Table 16 LBN Brand Shares of Air Care: % Value 2014-2017
Table 17 Forecast Sales of Air Care by Category: Value 2017-2022
Table 18 Forecast Sales of Air Care by Category: % Value Growth 2017-2022
Headlines
Prospects
Maturity and Lack of Innovation Hinder Growth
Less Discounting Expected Than in Other Categories, Due To Already Low Prices
Toilet Cleaning Is Expected To Remain the Most Common Use for Bleach
Competitive Landscape
Klinex Continues To Lead Bleach
Economy Brands See A Strong Performance
the Strength of Private Label
Category Data
Table 19 Sales of Bleach: Value 2012-2017
Table 20 Sales of Bleach: % Value Growth 2012-2017
Table 21 NBO Company Shares of Bleach: % Value 2013-2017
Table 22 LBN Brand Shares of Bleach: % Value 2014-2017
Table 23 Forecast Sales of Bleach: Value 2017-2022
Table 24 Forecast Sales of Bleach: % Value Growth 2017-2022
Headlines
Prospects
Maturity and High Penetration Hinder Growth
Slower Decline in Sales Expected in the Forecast Period
the Ongoing Recession Remains An Obstacle To Growth
Competitive Landscape
Procter & Gamble Hellas Leads Dishwashing
Ava's Acquisition by Gr Sarantis Contributes To the Brand Gaining Share
Private Label Posts A Decline in Sales
Category Indicators
Table 25 Household Possession of Dishwashers 2012-2017
Category Data
Table 26 Sales of Dishwashing by Category: Value 2012-2017
Table 27 Sales of Dishwashing by Category: % Value Growth 2012-2017
Table 28 NBO Company Shares of Dishwashing: % Value 2013-2017
Table 29 LBN Brand Shares of Dishwashing: % Value 2014-2017
Table 30 Forecast Sales of Dishwashing by Category: Value 2017-2022
Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2017-2022
Headlines
Prospects
Dependence on the Weather Leads To An Unpredictable Performance
Different Delivery Formats
Value for Money To Shape Consumer Behaviour
Competitive Landscape
Henkel Hellas Enters Home Insecticides
Gr Sarantis Enters Insecticide Baits and Natural Insecticides
the Growth Potential for Private Label Remains Limited
Category Data
Table 32 Sales of Home Insecticides by Category: Value 2012-2017
Table 33 Sales of Home Insecticides by Category: % Value Growth 2012-2017
Table 34 Sales of Spray/Aerosol Insecticides by Type: % Value 2012-2017
Table 35 NBO Company Shares of Home Insecticides: % Value 2013-2017
Table 36 LBN Brand Shares of Home Insecticides: % Value 2014-2017
Table 37 Forecast Sales of Home Insecticides by Category: Value 2017-2022
Table 38 Forecast Sales of Home Insecticides by Category: % Value Growth 2017-2022
Headlines
Prospects
Concentrated Liquid Detergents Is Expected To Gain Further Share
the Shift To Concentrated Fabric Softeners Gathers Pace
Other Laundry Aids Benefits From the Introduction of Scent Boosters
Competitive Landscape
Skip and Ariel Continue To Lead Laundry Care
Low Private Label Share in Laundry Care
Rolco Bianil Expands Its Product Portfolio, Entering New Categories
Category Indicators
Table 39 Household Possession of Washing Machines 2012-2017
Category Data
Table 40 Sales of Laundry Care by Category: Value 2012-2017
Table 41 Sales of Laundry Care by Category: % Value Growth 2012-2017
Table 42 Sales of Laundry Aids by Category: Value 2012-2017
Table 43 Sales of Laundry Aids by Category: % Value Growth 2012-2017
Table 44 Sales of Laundry Detergents by Category: Value 2012-2017
Table 45 Sales of Laundry Detergents by Category: % Value Growth 2012-2017
Table 46 NBO Company Shares of Laundry Care: % Value 2013-2017
Table 47 LBN Brand Shares of Laundry Care: % Value 2014-2017
Table 48 NBO Company Shares of Laundry Aids: % Value 2013-2017
Table 49 LBN Brand Shares of Laundry Aids: % Value 2014-2017
Table 50 NBO Company Shares of Laundry Detergents: % Value 2013-2017
Table 51 LBN Brand Shares of Laundry Detergents: % Value 2014-2017
Table 52 Forecast Sales of Laundry Care by Category: Value 2017-2022
Table 53 Forecast Sales of Laundry Care by Category: % Value Growth 2017-2022
Headlines
Prospects
Changes in Aesthetics Set To Remain An Obstacle To Growth
Lack of Investment Further Hinders Growth Potential
Shoe Polish Is Expected To Gain Share
Competitive Landscape
Domestic Manufacturer Gr Sarantis Leads Polishes
Category Data
Table 54 Sales of Polishes by Category: Value 2012-2017
Table 55 Sales of Polishes by Category: % Value Growth 2012-2017
Table 56 NBO Company Shares of Polishes: % Value 2013-2017
Table 57 LBN Brand Shares of Polishes: % Value 2014-2017
Table 58 Forecast Sales of Polishes by Category: Value 2017-2022
Table 59 Forecast Sales of Polishes by Category: % Value Growth 2017-2022
Headlines
Prospects
Multipurpose Cleaners Drives Growth
Amongst Task-specific Products, Bathroom Cleaners Is Set To See the Best Performance
Home Care Wipes Remains A Niche
Competitive Landscape
Colgate-Palmolive Hellas Leads Surface Care
Klinex Overtakes Cif
Private Label Sales Driven by Lidl
Category Data
Table 60 Sales of Surface Care by Category: Value 2012-2017
Table 61 Sales of Surface Care by Category: % Value Growth 2012-2017
Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2012-2017
Table 63 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2012-2017
Table 64 NBO Company Shares of Surface Care: % Value 2013-2017
Table 65 LBN Brand Shares of Surface Care: % Value 2014-2017
Table 66 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2013-2017
Table 67 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2017
Table 68 Forecast Sales of Surface Care by Category: Value 2017-2022
Table 69 Forecast Sales of Surface Care by Category: % Value Growth 2017-2022
Headlines
Prospects
Rim Blocks Is Expected To Continue To See the Best Performance in Toilet Care
Trading Up in Rim Blocks
Bleach Is Expected To Remain the Preferred Product for Toilet Sanitising
Competitive Landscape
SC Johnson & Son Hellas Leads Toilet Care
Henkel Hellas and Gr Sarantis Are the Runners-up
Competition Between Branded Products and Private Label
Category Data
Table 70 Sales of Toilet Care by Category: Value 2012-2017
Table 71 Sales of Toilet Care by Category: % Value Growth 2012-2017
Table 72 NBO Company Shares of Toilet Care: % Value 2013-2017
Table 73 LBN Brand Shares of Toilet Care: % Value 2014-2017
Table 74 Forecast Sales of Toilet Care by Category: Value 2017-2022
Table 75 Forecast Sales of Toilet Care by Category: % Value Growth 2017-2022

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