Beauty and Personal Care in Greece

Report
139 Pages
May 2023
Region: Greece
Euromonitor International
ID: 2306167

The return to a post-COVID-19 normality, but in the context of raging inflation accelerated by the war following the Russian invasion of Ukraine and a rampant energy crisis, was the big story underlying the performance of beauty and personal care in Greece in 2022. Having shown resilience during the pandemic because of the staple nature of many of its product categories and the enhanced performance of supermarkets, pharmacies and online merchants, beauty and personal care nevertheless suffered b...

The 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 2018-2022, allowing you to identify the sectors driving growth. Forecasts to 2027 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.

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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.

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BEAUTY AND PERSONAL CARE IN GREECE

EXECUTIVE SUMMARY

Beauty and personal care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for beauty and personal care?

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2019-2022
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2017-2022
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2017-2022
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2022
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2022-2027
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2022-2027

DISCLAIMER

SOURCES

Summary 1 Research Sources

MASS BEAUTY AND PERSONAL CARE IN GREECE

KEY DATA FINDINGS

2022 DEVELOPMENTS
Raging inflation puts pressure on volume sales of mass products, yet gives them a comparative advantage over premium ones
Post-COVID-19 decline for mass categories that benefited during the pandemic
L’Oréal Hellas leads, followed by GR Sarantis SA, while private label products expand

PROSPECTS AND OPPORTUNITIES

Steady, moderate value growth for mass beauty and personal care
Inflation to keep putting pressure on unit prices, despite high promotional intensity
Mass products to increasingly acquire characteristics from the premium market

CATEGORY DATA

Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2018-2022
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2019-2022
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2022-2027
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2022-2027

PREMIUM BEAUTY AND PERSONAL CARE IN GREECE

KEY DATA FINDINGS

2022 DEVELOPMENTS
Significant growth for premium colour cosmetics and fragrances, though they remain below pre-COVID-19 levels
Decline of premium skin care due to rampant inflation and tight consumer budgets
L’Oréal leads premium beauty and personal care, followed by Estée Lauder and Frezyderm

PROSPECTS AND OPPORTUNITIES

Premium colour cosmetics and fragrances to surpass their pre-COVID-19 levels during the forecast period
Positive outlook for premium skin care and sun care
Innovation, sustainability, inclusivity and ever-increasing significance of online presence

CATEGORY DATA

Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2018-2022
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2019-2022
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2022-2027
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2022-2027

BABY AND CHILD-SPECIFIC PRODUCTS IN GREECE

KEY DATA FINDINGS

2022 DEVELOPMENTS
Baby and child-specific toiletries volume sales under demographic and economic pressure
Ongoing healthy growth for baby and child-specific sun care
Mega Disposables leads the market

PROSPECTS AND OPPORTUNITIES

Stagnation for baby and child-specific toiletries due to demographic pressure
Further potential for baby and child-specific sun care
Ongoing high promotional intensity in an effort to mitigate the impact of inflation

CATEGORY DATA

Table 23 Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2018-2022
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2019-2022
Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2019-2022
Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2019-2022
Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2019-2022
Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2022-2027
Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2022-2027
Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2022-2027

BATH AND SHOWER IN GREECE

KEY DATA FINDINGS

2022 DEVELOPMENTS
Volume declines for body wash/shower gel and intimate washes
Hand sanitisers, liquid and bar soap see post-COVID-19 decline
Sustainability is key

PROSPECTS AND OPPORTUNITIES

Body wash/shower gel to stabilise, while the extension of reduced VAT key to forecast growth
Hand sanitisers to decline substantially, yet stay well-above pre-COVID-19 levels
Liquid soap also expected to decline post-COVID-19, yet retain some of its gains

CATEGORY DATA

Table 34 Sales of Bath and Shower by Category: Value 2017-2022
Table 35 Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022
Table 37 NBO Company Shares of Bath and Shower: % Value 2018-2022
Table 38 LBN Brand Shares of Bath and Shower: % Value 2019-2022
Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2019-2022
Table 40 Forecast Sales of Bath and Shower by Category: Value 2022-2027
Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2022-2027
Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2022-2027

COLOUR COSMETICS IN GREECE

KEY DATA FINDINGS

2022 DEVELOPMENTS
Repercussions of COVID-19 and raging inflation impact colour cosmetics’ road to recovery
Bold colours, value for money, health and wellness and sustainability in the spotlight
L’Oréal further extends its lead in 2022

PROSPECTS AND OPPORTUNITIES

Recovery for colour cosmetics underway, but will take more time
Developments to be driven by innovation, “skinification” and sustainability
Acceleration of trends generated via social media

CATEGORY DATA

Table 43 Sales of Colour Cosmetics by Category: Value 2017-2022
Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2018-2022
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2019-2022
Table 47 LBN Brand Shares of Eye Make-up: % Value 2019-2022
Table 48 LBN Brand Shares of Facial Make-up: % Value 2019-2022
Table 49 LBN Brand Shares of Lip Products: % Value 2019-2022
Table 50 LBN Brand Shares of Nail Products: % Value 2019-2022
Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2019-2022
Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2022-2027
Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2022-2027

DEODORANTS IN GREECE

KEY DATA FINDINGS

2022 DEVELOPMENTS
Positive growth as deodorants recover post-COVID-19
“Natural” demand is present but still has some way to go in deodorants
No actual changes in the competitive landscape

PROSPECTS AND OPPORTUNITIES

Positive growth anticipated for deodorants
Prices set to keep increasing amidst ongoing inflationary waves
Positive outlook for men’s deodorants

CATEGORY DATA

Table 54 Sales of Deodorants by Category: Value 2017-2022
Table 55 Sales of Deodorants by Category: % Value Growth 2017-2022
Table 56 Sales of Deodorants by Premium vs Mass: % Value 2017-2022
Table 57 NBO Company Shares of Deodorants: % Value 2018-2022
Table 58 LBN Brand Shares of Deodorants: % Value 2019-2022
Table 59 LBN Brand Shares of Premium Deodorants: % Value 2019-2022
Table 60 Forecast Sales of Deodorants by Category: Value 2022-2027
Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2022-2027
Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2022-2027

DEPILATORIES IN GREECE

KEY DATA FINDINGS

2022 DEVELOPMENTS
Inflation and economic hardship take toll on depilatories
Rising costs drive unit prices up during 2022, a year also marked by the full reopening of salons
Established multinational brands dominate depilatories

PROSPECTS AND OPPORTUNITIES

Depilatories to keep declining amidst rising prices and competition with salons
Negative outlook for women’s razors and blades
Slightly milder volume decline anticipated for hair removers/bleaches

CATEGORY DATA

Table 63 Sales of Depilatories by Category: Value 2017-2022
Table 64 Sales of Depilatories by Category: % Value Growth 2017-2022
Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2018-2022
Table 66 NBO Company Shares of Depilatories: % Value 2018-2022
Table 67 LBN Brand Shares of Depilatories: % Value 2019-2022
Table 68 Forecast Sales of Depilatories by Category: Value 2022-2027
Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2022-2027

FRAGRANCES IN GREECE

KEY DATA FINDINGS

2022 DEVELOPMENTS
Premium fragrances on the road to win back ground lost to COVID-19
Mass fragrances continue to decline after lockdown-fuelled rise
Sarantis dominates mass fragrances and ranks second in premium ones

PROSPECTS AND OPPORTUNITIES

Premium fragrances to recover as consumers return to their normal routines
Mass men’s fragrances set to stagnate over the forecast period
Shelf space, but for whom?

CATEGORY DATA

Table 70 Sales of Fragrances by Category: Value 2017-2022
Table 71 Sales of Fragrances by Category: % Value Growth 2017-2022
Table 72 NBO Company Shares of Fragrances: % Value 2018-2022
Table 73 LBN Brand Shares of Fragrances: % Value 2019-2022
Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2019-2022
Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2019-2022
Table 76 Forecast Sales of Fragrances by Category: Value 2022-2027
Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2022-2027

HAIR CARE IN GREECE

KEY DATA FINDINGS

2022 DEVELOPMENTS
Inflation takes toll on volume sales, while value sales perform better
“Skinification of hair” trend in full swing, as hyaluronic is the star ingredient of 2022
Full opening of salons takes toll on colourants, while salon professional hair care increases

PROSPECTS AND OPPORTUNITIES

Hair care expected to stabilise over the forecast period, specialisation to continue
Growing importance of “skinification”
Salon professional hair care set to keep growing, colourants will hold its ground

CATEGORY DATA

Table 78 Sales of Hair Care by Category: Value 2017-2022
Table 79 Sales of Hair Care by Category: % Value Growth 2017-2022
Table 80 Sales of Hair Care by Premium vs Mass: % Value 2017-2022
Table 81 NBO Company Shares of Hair Care: % Value 2018-2022
Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2018-2022
Table 83 LBN Brand Shares of Hair Care: % Value 2019-2022
Table 84 LBN Brand Shares of Colourants: % Value 2019-2022
Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2019-2022
Table 86 LBN Brand Shares of Styling Agents: % Value 2019-2022
Table 87 LBN Brand Shares of Premium Hair Care: % Value 2019-2022
Table 88 Forecast Sales of Hair Care by Category: Value 2022-2027
Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2022-2027
Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2022-2027

MEN'S GROOMING IN GREECE

KEY DATA FINDINGS

2022 DEVELOPMENTS
Growing popularity of men-specific toiletries
Men’s shaving keeps declining
Procter and Gamble Hellas SA leads men’s grooming, followed by GR Sarantis SA and Elais-Unilever Hellas SA

PROSPECTS AND OPPORTUNITIES

Significant potential for men’s toiletries, which are projected to keep increasing
Stagnant sales for men’s shaving over the forecast period
Men’s skin care has ample room for growth

CATEGORY DATA

Table 91 Sales of Men’s Grooming by Category: Value 2017-2022
Table 92 Sales of Men’s Grooming by Category: % Value Growth 2017-2022
Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2019-2022
Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2019-2022
Table 95 NBO Company Shares of Men’s Grooming: % Value 2018-2022
Table 96 LBN Brand Shares of Men’s Grooming: % Value 2019-2022
Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2019-2022
Table 98 Forecast Sales of Men’s Grooming by Category: Value 2022-2027
Table 99 Forecast Sales of Men’s Grooming by Category: % Value Growth 2022-2027

ORAL CARE IN GREECE

KEY DATA FINDINGS

2022 DEVELOPMENTS
Despite market turmoil, key categories show marginal volume decline
Inflation, promotional intensity and sustainability
Global brands dominate the market with no dramatic changes

PROSPECTS AND OPPORTUNITIES

Key, staple oral care categories to see stable volume sales and increasing value due to rising prices
Differentiated performance anticipated across secondary categories
Promotional intensity to remain strong

CATEGORY DATA

Table 100 Sales of Oral Care by Category: Value 2017-2022
Table 101 Sales of Oral Care by Category: % Value Growth 2017-2022
Table 102 Sales of Toothbrushes by Category: Value 2017-2022
Table 103 Sales of Toothbrushes by Category: % Value Growth 2017-2022
Table 104 Sales of Toothpaste by Type: % Value Breakdown 2018-2022
Table 105 NBO Company Shares of Oral Care: % Value 2018-2022
Table 106 LBN Brand Shares of Oral Care: % Value 2019-2022
Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2019-2022
Table 108 LBN Brand Shares of Toothpaste: % Value 2019-2022
Table 109 Forecast Sales of Oral Care by Category: Value 2022-2027
Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2022-2027
Table 111 Forecast Sales of Toothbrushes by Category: Value 2022-2027
Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2022-2027

SKIN CARE IN GREECE

KEY DATA FINDINGS

2022 DEVELOPMENTS
Amidst rampant inflation, the key anti-agers category declines but remains eventful trend-wise
Decline and trading down across most categories due to slashed disposable incomes
L'Oréal Hellas SA continues to lead skin care in Greece

PROSPECTS AND OPPORTUNITIES

Skin care to resume positive growth driven by key category of anti-agers
Lack of significant prospects for basic moisturisers, masks and premium cleansers, but better potential for mass cleansers and premium acne treatments
Customisation, naturalness, sustainability and technology will be increasingly prominent in future developments

CATEGORY DATA

Table 113 Sales of Skin Care by Category: Value 2017-2022
Table 114 Sales of Skin Care by Category: % Value Growth 2017-2022
Table 115 NBO Company Shares of Skin Care: % Value 2018-2022
Table 116 LBN Brand Shares of Skin Care: % Value 2019-2022
Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2019-2022
Table 118 LBN Brand Shares of Anti-agers: % Value 2019-2022
Table 119 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2019-2022
Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2019-2022
Table 121 LBN Brand Shares of Premium Skin Care: % Value 2019-2022
Table 122 Forecast Sales of Skin Care by Category: Value 2022-2027
Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2022-2027

SUN CARE IN GREECE

KEY DATA FINDINGS

2022 DEVELOPMENTS
Rising awareness and momentum of tourism fuel growth for sun care
Easy-to-apply and big formats, facial care and high SPF in the spotlight
L'Oréal Hellas continues to lead sun care

PROSPECTS AND OPPORTUNITIES

Tourist industry momentum to sustain strong growth in sun care
Rising awareness, specialisation and skin protection to further fuel growth
Sustainability to become increasingly important

CATEGORY DATA

Table 124 Sales of Sun Care by Category: Value 2017-2022
Table 125 Sales of Sun Care by Category: % Value Growth 2017-2022
Table 126 NBO Company Shares of Sun Care: % Value 2018-2022
Table 127 LBN Brand Shares of Sun Care: % Value 2019-2022
Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2019-2022
Table 129 Forecast Sales of Sun Care by Category: Value 2022-2027
Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2022-2027

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