Home Care in Greece

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.

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 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

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook