Beauty and personal care, which showed a certain amount of resilience in Greece during the 2020 outbreak of the pandemic, underwent a full recovery during 2021, and even displayed further growth (compared to 2019) in terms of value sales. However, the impact of the COVID-19 pandemic, lockdowns and restrictive measures has been, and continues to be, uneven among the various categories, leading to different types of performance.
This 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 2017-2021, allowing you to identify the sectors driving growth. Forecasts to 2026 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.
This 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 2017-2021, allowing you to identify the sectors driving growth. Forecasts to 2026 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.
Table of Contents
EXECUTIVE SUMMARY- Beauty and personal care in 2021: The big picture
- 2021 key trends
- Competitive landscape
- Retailing developments
- What next for beauty and personal care?
- CHART 1 Beauty and Personal Care Value Sales Growth Scenarios: 2019-2026
- CHART 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2019-2026
- Table 1 Sales of Beauty and Personal Care by Category: Value 2016-2021
- Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2016-2021
- Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2017-2021
- Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2017-2021
- Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2018-2021
- Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2016-2021
- Table 7 Distribution of Beauty and Personal Care by Format: % Value 2016-2021
- Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2021
- Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2021-2026
- Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2021-2026
- Summary 1 Research Sources
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Mass brands are less affected by the pandemic due to their availability and the key role of the supermarkets channel
- Mass beauty and personal care displays stability due to affordability and the staple nature of mass brands
- L’Oréal Hellas continues to lead mass beauty and personal care through innovation and promotional support
- Steady increase is forecast for mass beauty and personal care with personal care categories in particular set to benefit strongly
- Expanding role of the supermarkets channel will support sales for certain categories of beauty and personal care
- Demand for affordable products will sustain ongoing promotional intensity
- Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2016-2021
- Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2016-2021
- Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2017-2021
- Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2018-2021
- Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2021-2026
- Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Premium colour cosmetics and fragrances remain well below pre-COVID-19 value sales levels
- Premium skin care and sun care see a strong performance in 2021 due to their availability in other channels during the pandemic
- L’Oréal maintains and further strengthens its lead in premium beauty and personal care due in part to its dermocosmetic brands
- Positive prospects for dermocosmetic skin and sun care in the forecast period
- Slow recovery anticipated for prestige beauty and personal care
- Innovation and sustainability in the spotlight
- Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2016-2021
- Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2016-2021
- Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2017-2021
- Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2018-2021
- Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2021-2026
- Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Certain types of baby and child-specific products see positive volume growth despite demographic pressure, yet promotional intensity takes a toll on value sales
- Sun care stands out by making a dynamic comeback in 2021
- Mega Disposables ranks first due to its leadership of baby wipes
- Despite unfavourable demographic prospects, sales of baby and child-specific products are forecast to record growth
- Sun care to post the biggest growth among baby and child-specific product categories
- Promotional intensity: A factor of growth but also a limitation on profitability
- Table 23 Sales of Baby and Child-specific Products by Category: Value 2016-2021
- Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2016-2021
- Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2016-2021
- Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2017-2021
- Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2018-2021
- Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2018-2021
- Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2018-2021
- Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2018-2021
- Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2021-2026
- Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2021-2026
- Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Liquid soap: Demand remains high but starts to normalise after the 2020 boom
- Hand sanitisers: A new major category has been born
- Body wash/shower gel and intimate washes on the rise profiting from consumers’ increased attention to personal hygiene
- The forecast period will see a long-lasting effect of the COVID-19 pandemic on liquid soap
- Sales of hand sanitisers to decline but remain significant
- Positive value prospects for body wash/shower gel and intimate washes
- Table 34 Sales of Bath and Shower by Category: Value 2016-2021
- Table 35 Sales of Bath and Shower by Category: % Value Growth 2016-2021
- Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2016-2021
- Table 37 NBO Company Shares of Bath and Shower: % Value 2017-2021
- Table 38 LBN Brand Shares of Bath and Shower: % Value 2018-2021
- Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2018-2021
- Table 40 Forecast Sales of Bath and Shower by Category: Value 2021-2026
- Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2021-2026
- Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Very slow 2021 recovery follows 2020 free fall in sales
- Lip products remains most affected with facial make-up also heavily impacted while eye make-up fares slightly better
- L’Oréal continues to lead in 2021 being one of the few players to continue investing in innovation and promotion during the pandemic
- Slow recovery anticipated following a “vigilance period”
- Sales through supermarkets predicted to keep increasing
- Innovation, skinification and sustainability to be driving trends in the forecast period
- Table 43 Sales of Colour Cosmetics by Category: Value 2016-2021
- Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2016-2021
- Table 45 NBO Company Shares of Colour Cosmetics: % Value 2017-2021
- Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2018-2021
- Table 47 LBN Brand Shares of Eye Make-up: % Value 2018-2021
- Table 48 LBN Brand Shares of Facial Make-up: % Value 2018-2021
- Table 49 LBN Brand Shares of Lip Products: % Value 2018-2021
- Table 50 LBN Brand Shares of Nail Products: % Value 2018-2021
- Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2018-2021
- Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2021-2026
- Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Deodorants on the road to recovery after the temporary lockdown drop
- Consumer trend towards “natural” or “green” products continues in 2021
- Innovation and new launches help drive the recovery of deodorant sales in 2021
- Deodorants anticipated to get back on the growth track amid the return to normality
- Innovation and eco-sustainability to keep shaping consumer choices
- Increased promotional activity expected to partially offset premiumisation effects
- Table 54 Sales of Deodorants by Category: Value 2016-2021
- Table 55 Sales of Deodorants by Category: % Value Growth 2016-2021
- Table 56 Sales of Deodorants by Premium vs Mass: % Value 2016-2021
- Table 57 NBO Company Shares of Deodorants: % Value 2017-2021
- Table 58 LBN Brand Shares of Deodorants: % Value 2018-2021
- Table 59 LBN Brand Shares of Premium Deodorants: % Value 2018-2021
- Table 60 Forecast Sales of Deodorants by Category: Value 2021-2026
- Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2021-2026
- Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Opposing trends shape the performance of depilatories in 2021
- Lockdown has a positive effect on women’s razors and blades
- Depilatories remains dominated by major global players
- Laser hair removal in salons to keep suppressing sales of depilatories
- Women’s razors and blades to return to a negative forecast
- Hair removers/bleachers set to show milder decline
- Table 63 Sales of Depilatories by Category: Value 2016-2021
- Table 64 Sales of Depilatories by Category: % Value Growth 2016-2021
- Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2017-2021
- Table 66 NBO Company Shares of Depilatories: % Value 2017-2021
- Table 67 LBN Brand Shares of Depilatories: % Value 2018-2021
- Table 68 Forecast Sales of Depilatories by Category: Value 2021-2026
- Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Small increase for premium fragrances in 2021 after severe decline in 2020
- Mass fragrances less affected by the pandemic
- Competition and developments in 2021 are driven by global brand names
- Slow road to recovery for premium fragrances in the forecast period
- Slow growth also for mass fragrances amid potential competitive threats
- Increasing shelf space to be allocated by supermarkets to mass fragrances
- Table 70 Sales of Fragrances by Category: Value 2016-2021
- Table 71 Sales of Fragrances by Category: % Value Growth 2016-2021
- Table 72 NBO Company Shares of Fragrances: % Value 2017-2021
- Table 73 LBN Brand Shares of Fragrances: % Value 2018-2021
- Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2018-2021
- Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2018-2021
- Table 76 Forecast Sales of Fragrances by Category: Value 2021-2026
- Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Specialised at-home hair care accelerates in the aftermath of the COVID-19 pandemic
- 2021 sees the reopening of salons and normalisation of colourants sales
- L’Oréal Hellas further expands its leading position in hair care thanks to successful launches
- The forecast period holds a positive outlook for hair care, driven by specialised at-home routines and sustainability
- Manufacturers will focus on intensification of promotional activity to test brand loyalty
- Colourants sales expected to hold their ground despite salons reopening
- Table 78 Sales of Hair Care by Category: Value 2016-2021
- Table 79 Sales of Hair Care by Category: % Value Growth 2016-2021
- Table 80 Sales of Hair Care by Premium vs Mass: % Value 2016-2021
- Table 81 NBO Company Shares of Hair Care: % Value 2017-2021
- Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2017-2021
- Table 83 LBN Brand Shares of Hair Care: % Value 2018-2021
- Table 84 LBN Brand Shares of Colourants: % Value 2018-2021
- Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2018-2021
- Table 86 LBN Brand Shares of Styling Agents: % Value 2018-2021
- Table 87 LBN Brand Shares of Premium Hair Care: % Value 2018-2021
- Table 88 Forecast Sales of Hair Care by Category: Value 2021-2026
- Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2021-2026
- Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Penetration of men’s toiletries rises due to the shift in mentality regarding personal care and appearance
- Men’s shaving and men’s fragrances come under pressure due to reduced social mobility
- Players and consumers display an increasing focus on male-specific brands
- Positive prospects for men’s bath and shower and deodorants but a weaker outlook for men’s shaving
- Significant growth potential for men’s skin care
- Men’s grooming will be characterised by ongoing promotional intensity and competition over impulse buyers in the forecast period
- Table 91 Sales of Men’s Grooming by Category: Value 2016-2021
- Table 92 Sales of Men’s Grooming by Category: % Value Growth 2016-2021
- Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2018-2021
- Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2018-2021
- Table 95 NBO Company Shares of Men’s Grooming: % Value 2017-2021
- Table 96 LBN Brand Shares of Men’s Grooming: % Value 2018-2021
- Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2018-2021
- Table 98 Forecast Sales of Men’s Grooming by Category: Value 2021-2026
- Table 99 Forecast Sales of Men’s Grooming by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Oral care retains slow yet positive growth amid heightened consumer awareness of good oral hygiene during the pandemic
- Intense promotional activity negatively affects value sales of oral care
- Oral care remains dominated by established global brands
- Oral care remains a staples category that will keep growing slowly over the forecast period
- Promotional intensity on toothpaste expected to be maintained
- Rise of toothpaste with specialised claims anticipated as brands seek to differentiate themselves
- Table 100 Sales of Oral Care by Category: Value 2016-2021
- Table 101 Sales of Oral Care by Category: % Value Growth 2016-2021
- Table 102 Sales of Toothbrushes by Category: Value 2016-2021
- Table 103 Sales of Toothbrushes by Category: % Value Growth 2016-2021
- Table 104 Sales of Toothpaste by Type: % Value Breakdown 2017-2021
- Table 105 NBO Company Shares of Oral Care: % Value 2017-2021
- Table 106 LBN Brand Shares of Oral Care: % Value 2018-2021
- Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2018-2021
- Table 108 LBN Brand Shares of Toothpaste: % Value 2018-2021
- Table 109 Forecast Sales of Oral Care by Category: Value 2021-2026
- Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2021-2026
- Table 111 Forecast Sales of Toothbrushes by Category: Value 2021-2026
- Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- The key category of anti-agers increases due to innovation and self-care trends
- Face masks and premium acne treatments enjoy a boom in 2021
- L'Oréal further enhances its leadership of skin care based on innovation in dermocosmetics
- Skin care set to retain positive growth driven by innovation
- “Go beyond beauty” and “go beyond natural” trends expected to expand
- Sales of face masks and acne treatments expected to keep rising
- Table 113 Sales of Skin Care by Category: Value 2016-2021
- Table 114 Sales of Skin Care by Category: % Value Growth 2016-2021
- Table 115 NBO Company Shares of Skin Care: % Value 2017-2021
- Table 116 LBN Brand Shares of Skin Care: % Value 2018-2021
- Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2018-2021
- Table 118 LBN Brand Shares of Anti-agers: % Value 2018-2021
- Table 119 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2018-2021
- Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2018-2021
- Table 121 LBN Brand Shares of Premium Skin Care: % Value 2018-2021
- Table 122 Forecast Sales of Skin Care by Category: Value 2021-2026
- Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Sun care makes a dynamic comeback after the country’s lockdowns
- Face products, high SPFs, anti-ageing claims and sustainability are the main trends in sun care in 2021
- L'Oréal Hellas remains the undisputable leader in sun care
- Sun care has positive prospects due to the rise of tourism, warmer climate and increased consumer awareness
- Sustainability and skin protection to be in the spotlight in the forecast period
- Online sales anticipated to keep increasing due to consumers’ greater familiarity with e-commerce and the channel’s convenience and product variety
- Table 124 Sales of Sun Care by Category: Value 2016-2021
- Table 125 Sales of Sun Care by Category: % Value Growth 2016-2021
- Table 126 NBO Company Shares of Sun Care: % Value 2017-2021
- Table 127 LBN Brand Shares of Sun Care: % Value 2018-2021
- Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2018-2021
- Table 129 Forecast Sales of Sun Care by Category: Value 2021-2026
- Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2021-2026
