Home Care in Greece
Home care continued to see slow retail current value and volume growth in 2019, although the growth rates were slightly slower than those seen in 2018. Nevertheless, this was a strong improvement compared with earlier in the review period, which saw both current value and volume decline. Growth was largely driven by a rise in promotional activities and discounting, which thus hindered value growth. Polishes and air care continued to see retail current value and volume declines, as not as many it...
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 2024 illustrate how the market is set to change.
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.
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- Home Care in Greece
- Euromonitor International
- February 2020
- List OF CONTENTS AND TABLES
- EXECUTIVE SUMMARY
- Slow growth maintained, but strong variations between categories
- Discounts and promotions reduce brand loyalty and hamper value growth
- Multinationals maintain their lead and prompt share decline for private label
- New launches in several categories, aiming to maintain growth
- Slow and steady value growth, but a return to volume decline
- MARKET INDICATORS
- Table 1 Households 2014-2019
- MARKET DATA
- Table 2 Sales of Home Care by Category: Value 2014-2019
- Table 3 Sales of Home Care by Category: % Value Growth 2014-2019
- Table 4 NBO Company Shares of Home Care: % Value 2015-2019
- Table 5 LBN Brand Shares of Home Care: % Value 2016-2019
- Table 6 Penetration of Private Label in Home Care by Category: % Value 2014-2019
- Table 7 Distribution of Home Care by Format: % Value 2014-2019
- Table 8 Distribution of Home Care by Format and Category: % Value 2019
- Table 9 Forecast Sales of Home Care by Category: Value 2019-2024
- Table 10 Forecast Sales of Home Care by Category: % Value Growth 2019-2024
- SOURCES
- Summary 1 Research Sources
- HEADLINES
- PROSPECTS
- The non-essential nature of air care products prevents growth
- Limited investment and availability and seasonal sales also affect potential growth
- Strongly contrasting performances between categories
- COMPETITIVE LANDSCAPE
- Air Wick maintains its lead despite competition from unknown brands
- SC Johnson ranks second, followed by domestic player GR Sarantis
- Candle air fresheners is becoming increasingly fragmented
- CATEGORY DATA
- Table 11 Sales of Air Care by Category: Value 2014-2019
- Table 12 Sales of Air Care by Category: % Value Growth 2014-2019
- Table 13 Sales of Air Care by Fragrance: Value Ranking 2018-2019
- Table 14 NBO Company Shares of Air Care: % Value 2015-2019
- Table 15 LBN Brand Shares of Air Care: % Value 2016-2019
- Table 16 Forecast Sales of Air Care by Category: Value 2019-2024
- Table 17 Forecast Sales of Air Care by Category: % Value Growth 2019-2024
- HEADLINES
- PROSPECTS
- High penetration leaves little room for growth
- Bleach increasingly used for bathroom cleaning rather than laundry
- Little incentive for brands to invest in anything other than fragrance development
- COMPETITIVE LANDSCAPE
- Unilever extends its share with the well-known Klinex brand
- Domestic companies have a high but fragmented presence
- Private label challenged by discounting activity by brands
- CATEGORY DATA
- Table 18 Sales of Bleach: Value 2014-2019
- Table 19 Sales of Bleach: % Value Growth 2014-2019
- Table 20 NBO Company Shares of Bleach: % Value 2015-2019
- Table 21 LBN Brand Shares of Bleach: % Value 2016-2019
- Table 22 Forecast Sales of Bleach: Value 2019-2024
- Table 23 Forecast Sales of Bleach: % Value Growth 2019-2024
- HEADLINES
- PROSPECTS
- Competition from body insect repellents prevents growth
- Insecticide baits performs well due to fewer safety and environmental concerns
- Poor performance for products for flying insects
- COMPETITIVE LANDSCAPE
- Aroxol from local player Eureka Hellas remains the leading brand
- Launches and relaunches affect the competitive landscape
- Consumers appreciate new green launches in home insecticides
- CATEGORY DATA
- Table 24 Sales of Home Insecticides by Category: Value 2014-2019
- Table 25 Sales of Home Insecticides by Category: % Value Growth 2014-2019
- Table 26 Sales of Spray/Aerosol Insecticides by Type: % Value 2014-2019
- Table 27 NBO Company Shares of Home Insecticides: % Value 2015-2019
- Table 28 LBN Brand Shares of Home Insecticides: % Value 2016-2019
- Table 29 Forecast Sales of Home Insecticides by Category: Value 2019-2024
- Table 30 Forecast Sales of Home Insecticides by Category: % Value Growth 2019-2024
- HEADLINES
- PROSPECTS
- Furniture, metal and floor polish decline due to changing consumer trends
- Shoe polish also sees decline due to the popularity of casual footwear
- Maturity and lack of investment will hinder the growth potential
- COMPETITIVE LANDSCAPE
- GR Sarantis maintains its lead due to its strong position in shoe polish
- Bolton Hellas and SC Johnson & Son Hellas are the leading multinational players
- Private label share small but rising slowly
- CATEGORY DATA
- Table 31 Sales of Polishes by Category: Value 2014-2019
- Table 32 Sales of Polishes by Category: % Value Growth 2014-2019
- Table 33 NBO Company Shares of Polishes: % Value 2015-2019
- Table 34 LBN Brand Shares of Polishes: % Value 2016-2019
- Table 35 Forecast Sales of Polishes by Category: Value 2019-2024
- Table 36 Forecast Sales of Polishes by Category: % Value Growth 2019-2024
- HEADLINES
- PROSPECTS
- A return to growth for some categories, but multi-purpose cleaners drives sales
- New and interesting fragrances attract consumers
- Promotional prices negatively affect brand loyalty
- COMPETITIVE LANDSCAPE
- Unilever moves closer to Colgate-Palmolive
- Trends in consumer appliances lead to developments in surface care
- Price declines for brands negatively affect the private label share
- CATEGORY DATA
- Table 37 Sales of Surface Care by Category: Value 2014-2019
- Table 38 Sales of Surface Care by Category: % Value Growth 2014-2019
- Table 39 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2014-2019
- Table 40 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2014-2019
- Table 41 NBO Company Shares of Surface Care: % Value 2015-2019
- Table 42 LBN Brand Shares of Surface Care: % Value 2016-2019
- Table 43 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2019
- Table 44 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2019
- Table 45 Forecast Sales of Surface Care by Category: Value 2019-2024
- Table 46 Forecast Sales of Surface Care by Category: % Value Growth 2019-2024
- HEADLINES
- PROSPECTS
- Rim blocks drives growth in toilet care
- Rim liquids and toilet liquids/foam fail to achieve growth
- In-cistern devices grows mainly due to a lack of maturity
- COMPETITIVE LANDSCAPE
- Henkel Hellas extends its lead, hampering growth for other brands and private label
- SC Johnson ranks second but declines due to competition from Bref
- New launches from several players help to ensure growth
- CATEGORY DATA
- Table 47 Sales of Toilet Care by Category: Value 2014-2019
- Table 48 Sales of Toilet Care by Category: % Value Growth 2014-2019
- Table 49 NBO Company Shares of Toilet Care: % Value 2015-2019
- Table 50 LBN Brand Shares of Toilet Care: % Value 2016-2019
- Table 51 Forecast Sales of Toilet Care by Category: Value 2019-2024
- Table 52 Forecast Sales of Toilet Care by Category: % Value Growth 2019-2024
- HEADLINES
- PROSPECTS
- Automatic dishwashing drives growth as dishwasher penetration increases
- Investment and convenience lead automatic dishwashing tablets to perform well
- Hand dishwashing maintains value growth as all households use such products
- COMPETITIVE LANDSCAPE
- Multinationals dominate, with the two leaders also seeing share growth
- Private label suffers from discounting by brands
- Increasing competition as brands often offered on promotion
- CATEGORY INDICATORS
- Table 53 Household Possession of Dishwashers 2014-2019
- CATEGORY DATA
- Table 54 Sales of Dishwashing by Category: Value 2014-2019
- Table 55 Sales of Dishwashing by Category: % Value Growth 2014-2019
- Table 56 NBO Company Shares of Dishwashing: % Value 2015-2019
- Table 57 LBN Brand Shares of Dishwashing: % Value 2016-2019
- Table 58 Forecast Sales of Dishwashing by Category: Value 2019-2024
- Table 59 Forecast Sales of Dishwashing by Category: % Value Growth 2019-2024
- HEADLINES
- PROSPECTS
- Promotions lead to price declines, hampering value growth
- A return to doing more loads of washing a week boosts volume sales
- Liquid tablet detergents offers room for growth due to low penetration
- COMPETITIVE LANDSCAPE
- Multinationals continue to lead, led by Procter & Gamble Hellas
- Price competition leads to a falling share for private label
- Unilever is active in new product development
- CATEGORY INDICATORS
- Table 60 Household Possession of Washing Machines 2014-2019
- CATEGORY DATA
- Table 61 Sales of Laundry Care by Category: Value 2014-2019
- Table 62 Sales of Laundry Care by Category: % Value Growth 2014-2019
- Table 63 Sales of Laundry Aids by Category: Value 2014-2019
- Table 64 Sales of Laundry Aids by Category: % Value Growth 2014-2019
- Table 65 Sales of Laundry Detergents by Category: Value 2014-2019
- Table 66 Sales of Laundry Detergents by Category: % Value Growth 2014-2019
- Table 67 NBO Company Shares of Laundry Care: % Value 2015-2019
- Table 68 LBN Brand Shares of Laundry Care: % Value 2016-2019
- Table 69 NBO Company Shares of Laundry Aids: % Value 2015-2019
- Table 70 LBN Brand Shares of Laundry Aids: % Value 2016-2019
- Table 71 NBO Company Shares of Laundry Detergents: % Value 2015-2019
- Table 72 LBN Brand Shares of Laundry Detergents: % Value 2016-2019
- Table 73 Forecast Sales of Laundry Care by Category: Value 2019-2024
- Table 74 Forecast Sales of Laundry Care by Category: % Value Growth 2019-2024