Beauty and Personal Care in Greece - Research and Markets

High inflation and its subsequent impact on local consumers’ disposable income significantly impacted purchasing habits and brand developments across beauty and personal care in Greece in 2023.

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 2019-2023, allowing you to identify the sectors driving growth. Forecasts to 2028 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.

EXECUTIVE SUMMARY

Beauty and personal care in 2023: The big picture
2023 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 2018-2023
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2019-2023
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2019-2023
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2020-2023
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2018-2023
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2018-2023
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2023
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2023-2028
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2023-2028

DISCLAIMER

SOURCES

Summary 1 Research Sources

MASS BEAUTY AND PERSONAL CARE IN GREECEKEY DATA FINDINGS

2023 DEVELOPMENTS

Price rises drive current value growth as volume sales stagnate
Mass products affected by consumer price sensitivity in 2023
L’Oréal Hellas leads, followed by GR Sarantis SA, while private label grows rapidly

PROSPECTS AND OPPORTUNITIES

Rising unit prices set to reinforce value sales, but volume sales will remain limited
Inflation will remain a key issue in the short term for beauty and personal care
Premiumisation will be seen in mass beauty and personal care products

CATEGORY DATA

Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2019-2023
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2020-2023
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2023-2028
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2023-2028

PREMIUM BEAUTY AND PERSONAL CARE IN GREECEKEY DATA FINDINGS

2023 DEVELOPMENTS

Dermocosmetics drive growth for premium skin care in Greece in 2023
E-commerce continues to benefit from investment in e-pharmacies
L’Oréal leads premium beauty and personal care, followed by Estée Lauder and Frezyderm

PROSPECTS AND OPPORTUNITIES

Dermocosmetics set to continue driving growth for premium skin care
Delayed recovery for premium colour cosmetics and fragrances
Significant growth potential for salon professional hair care and premiumisation

CATEGORY DATA

Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2019-2023
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2020-2023
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2023-2028
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2023-2028

BABY AND CHILD-SPECIFIC PRODUCTS IN GREECEKEY DATA FINDINGS

2023 DEVELOPMENTS

Demographics puts pressure on volume sales, with current value sales boosted by inflation
Organic and natural products remain in focus
Mega Disposables continued to lead the field

PROSPECTS AND OPPORTUNITIES

Demographic outlook offers little scope for growth in the years ahead
Inflation and sustainability-driven premiumisation are on the cards for baby and child-specific products
Sun care is a bright exception to Greece’s demographic deadlock

CATEGORY DATA

Table 23 Sales of Baby and Child-specific Products by Category: Value 2018-2023
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2019-2023
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2020-2023
Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2020-2023
Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2020-2023
Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2020-2023
Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2023-2028
Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2023-2028
Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2023-2028

BATH AND SHOWER IN GREECEKEY DATA FINDINGS

2023 DEVELOPMENTS

Category growth predominantly driven by inflation-related price rises in 2023
Local consumers return to pre-pandemic health habits, impacting volume sales of several categories
Elais Unilever leads bath and shower, followed by Colgate-Palmolive

PROSPECTS AND OPPORTUNITIES

Stable performance for body wash/shower gel, with further price increases ahead
Stagnation anticipated for liquid and bar soaps
Hand sanitisers set to keep shrinking, post-pandemic

CATEGORY DATA

Table 34 Sales of Bath and Shower by Category: Value 2018-2023
Table 35 Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023
Table 37 NBO Company Shares of Bath and Shower: % Value 2019-2023
Table 38 LBN Brand Shares of Bath and Shower: % Value 2020-2023
Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2020-2023
Table 40 Forecast Sales of Bath and Shower by Category: Value 2023-2028
Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2023-2028
Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2023-2028

COLOUR COSMETICS IN GREECEKEY DATA FINDINGS

2023 DEVELOPMENTS

Inflation and tight consumer budgets hinder post-COVID volume recovery
Health and wellness, self-expression and lasting power remain key trends
L’Oréal retains and extends leadership

PROSPECTS AND OPPORTUNITIES

Colour cosmetics to keep growing but full recovery will take time
The ever-expanding role of technology will continue apace
Innovation, “skinification”, sustainability and inclusivity set to drive developments

CATEGORY DATA

Table 120 Sales of Colour Cosmetics by Category: Value 2018-2023
Table 121 Sales of Colour Cosmetics by Category: % Value Growth 2018-2023
Table 122 NBO Company Shares of Colour Cosmetics: % Value 2019-2023
Table 123 LBN Brand Shares of Colour Cosmetics: % Value 2020-2023
Table 124 LBN Brand Shares of Eye Make-up: % Value 2020-2023
Table 125 LBN Brand Shares of Facial Make-up: % Value 2020-2023
Table 126 LBN Brand Shares of Lip Products: % Value 2020-2023
Table 127 LBN Brand Shares of Nail Products: % Value 2020-2023
Table 128 LBN Brand Shares of Premium Colour Cosmetics: % Value 2020-2023
Table 129 Forecast Sales of Colour Cosmetics by Category: Value 2023-2028
Table 130 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2023-2028

DEODORANTS IN GREECEKEY DATA FINDINGS

2023 DEVELOPMENTS

Healthy volume growth due to increased use
Current value growth largely due to inflation

Elais Unilever Hellas SA leads deodorants, followed by GR Sarantis SA

PROSPECTS AND OPPORTUNITIES

Potential for further growth of deodorants
Prices to increase further in 2024 and then begin to stabilise
Men’s deodorants set to keep growing in the years ahead

CATEGORY DATA

Table 43 Sales of Deodorants by Category: Value 2018-2023
Table 44 Sales of Deodorants by Category: % Value Growth 2018-2023
Table 45 Sales of Deodorants by Premium vs Mass: % Value 2018-2023
Table 46 NBO Company Shares of Deodorants: % Value 2019-2023
Table 47 LBN Brand Shares of Deodorants: % Value 2020-2023
Table 48 LBN Brand Shares of Premium Deodorants: % Value 2020-2023
Table 49 Forecast Sales of Deodorants by Category: Value 2023-2028
Table 50 Forecast Sales of Deodorants by Category: % Value Growth 2023-2028
Table 51 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2023-2028

DEPILATORIES IN GREECEKEY DATA FINDINGS

2023 DEVELOPMENTS

Veet campaign helps boost sales of hair removers and bleaches
Post-pandemic decline for women’s razors and blades
Depilatories dominated by multinational brands

PROSPECTS AND OPPORTUNITIES

Uncertain future for hair removers and bleaches
Women’s razors and blades set to stagnate but remain relevant amidst ongoing consumer strain
Men’s depilatories have a promising outlook

CATEGORY DATA

Table 52 Sales of Depilatories by Category: Value 2018-2023
Table 53 Sales of Depilatories by Category: % Value Growth 2018-2023
Table 54 Sales of Women's Razors and Blades by Type: % Value Breakdown 2019-2023
Table 55 NBO Company Shares of Depilatories: % Value 2019-2023
Table 56 LBN Brand Shares of Depilatories: % Value 2020-2023
Table 57 Forecast Sales of Depilatories by Category: Value 2023-2028
Table 58 Forecast Sales of Depilatories by Category: % Value Growth 2023-2028

FRAGRANCES IN GREECEKEY DATA FINDINGS

2023 DEVELOPMENTS

Inflation squeezes budgets and delays recovery for premium fragrances
Mass fragrances keep declining after lockdown-fuelled rise and amidst inflation
GR Sarantis continues to lead fragrances overall in 2023

PROSPECTS AND OPPORTUNITIES

Inflation-driven turmoil will continue to delay recovery for premium fragrances
Mass fragrances set to run out of steam in the coming years
Demand for sustainable packaging expected to gather pace

CATEGORY DATA

Table 59 Sales of Fragrances by Category: Value 2018-2023
Table 60 Sales of Fragrances by Category: % Value Growth 2018-2023
Table 61 NBO Company Shares of Fragrances: % Value 2019-2023
Table 62 LBN Brand Shares of Fragrances: % Value 2020-2023
Table 63 LBN Brand Shares of Premium Men's Fragrances: % Value 2020-2023
Table 64 LBN Brand Shares of Premium Women's Fragrances: % Value 2020-2023
Table 65 Forecast Sales of Fragrances by Category: Value 2023-2028
Table 66 Forecast Sales of Fragrances by Category: % Value Growth 2023-2028

HAIR CARE IN GREECEKEY DATA FINDINGS

2023 DEVELOPMENTS

Value sales driven by inflation as volume sales stagnate
“Skinification” and specialisation in the spotlight
Consolidation in a market characterised by high levels of investment and innovation

PROSPECTS AND OPPORTUNITIES

Stability for shampoos, bigger growth potential for conditioners and treatments
Developments to keep revolving around hybrid products and “skinification”
Stabilisation at high level for colourants, return to growth for styling agents

CATEGORY DATA

Table 67 Sales of Hair Care by Category: Value 2018-2023
Table 68 Sales of Hair Care by Category: % Value Growth 2018-2023
Table 69 Sales of Hair Care by Premium vs Mass: % Value 2018-2023
Table 70 NBO Company Shares of Hair Care: % Value 2019-2023
Table 71 NBO Company Shares of Salon Professional Hair Care: % Value 2019-2023
Table 72 LBN Brand Shares of Hair Care: % Value 2020-2023
Table 73 LBN Brand Shares of Colourants: % Value 2020-2023
Table 74 LBN Brand Shares of Salon Professional Hair Care: % Value 2020-2023
Table 75 LBN Brand Shares of Styling Agents: % Value 2020-2023
Table 76 LBN Brand Shares of Premium Hair Care: % Value 2020-2023
Table 77 Forecast Sales of Hair Care by Category: Value 2023-2028
Table 78 Forecast Sales of Hair Care by Category: % Value Growth 2023-2028
Table 79 Forecast Sales of Hair Care by Premium vs Mass: % Value 2023-2028

MEN'S GROOMING IN GREECEKEY DATA FINDINGS

2023 DEVELOPMENTS

Increased focus on men-specific grooming benefits category in 2023
Men’s shaving volume continues to decline due to old-fashioned profile

Procter & Gamble Hellas SA continues to lead men’s grooming, followed by GR Sarantis SA and Elais-Unilever Hellas SA

PROSPECTS AND OPPORTUNITIES

Further growth potential for men’s toiletries
Clean beauty trend may boost men’s shaving in the years ahead
Men’s skin care to grow as Greek consumers become increasingly looks-conscious

CATEGORY DATA

Table 80 Sales of Men’s Grooming by Category: Value 2018-2023
Table 81 Sales of Men’s Grooming by Category: % Value Growth 2018-2023
Table 82 Sales of Men's Razors and Blades by Type: % Value Breakdown 2020-2023
Table 83 Sales of Men's Skin Care by Type: % Value Breakdown 2020-2023
Table 84 NBO Company Shares of Men’s Grooming: % Value 2019-2023
Table 85 LBN Brand Shares of Men’s Grooming: % Value 2020-2023
Table 86 LBN Brand Shares of Men's Razors and Blades: % Value 2020-2023
Table 87 Forecast Sales of Men’s Grooming by Category: Value 2023-2028
Table 88 Forecast Sales of Men’s Grooming by Category: % Value Growth 2023-2028

ORAL CARE IN GREECEKEY DATA FINDINGS

2023 DEVELOPMENTS

Inflation and premiumisation drives current value growth for toothpaste in 2023
Price-conscious local consumers seek multipacks and cut down on non-essentials
Established global brands leave little room for smaller players

PROSPECTS AND OPPORTUNITIES

Further growth anticipated for the key category of manual toothbrushes
Whitening and therapeutic segments set to keep driving current value growth for toothpaste
Inflation will normalise, but promotional campaigns will intensify

CATEGORY DATA

Table 89 Sales of Oral Care by Category: Value 2018-2023
Table 90 Sales of Oral Care by Category: % Value Growth 2018-2023
Table 91 Sales of Toothbrushes by Category: Value 2018-2023
Table 92 Sales of Toothbrushes by Category: % Value Growth 2018-2023
Table 93 Sales of Toothpaste by Type: % Value Breakdown 2019-2023
Table 94 NBO Company Shares of Oral Care: % Value 2019-2023
Table 95 LBN Brand Shares of Oral Care: % Value 2020-2023
Table 96 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2020-2023
Table 97 LBN Brand Shares of Toothpaste: % Value 2020-2023
Table 98 Forecast Sales of Oral Care by Category: Value 2023-2028
Table 99 Forecast Sales of Oral Care by Category: % Value Growth 2023-2028
Table 100 Forecast Sales of Toothbrushes by Category: Value 2023-2028
Table 101 Forecast Sales of Toothbrushes by Category: % Value Growth 2023-2028

SKIN CARE IN GREECEKEY DATA FINDINGS

2023 DEVELOPMENTS

Increasing consumer interest for premium skin care
Premium skin care is on the rise thanks to increased consumer awareness
L’Oréal Hellas SA remains the undisputed leader in skin care in Greece in 2023

PROSPECTS AND OPPORTUNITIES

Further growth potential for skin care and key category of anti-agers
Acne treatments and cleansers set to keep growing
Sustainability concerns will drive packaging development in the years ahead

CATEGORY DATA

Table 102 Sales of Skin Care by Category: Value 2018-2023
Table 103 Sales of Skin Care by Category: % Value Growth 2018-2023
Table 104 NBO Company Shares of Skin Care: % Value 2019-2023
Table 105 LBN Brand Shares of Skin Care: % Value 2020-2023
Table 106 LBN Brand Shares of Basic Moisturisers: % Value 2020-2023
Table 107 LBN Brand Shares of Anti-agers: % Value 2020-2023
Table 108 LBN Brand Shares of Firming Body Care: % Value 2020-2023
Table 109 LBN Brand Shares of General Purpose Body Care: % Value 2020-2023
Table 110 LBN Brand Shares of Premium Skin Care: % Value 2020-2023
Table 111 Forecast Sales of Skin Care by Category: Value 2023-2028
Table 112 Forecast Sales of Skin Care by Category: % Value Growth 2023-2028

SUN CARE IN GREECEKEY DATA FINDINGS

2023 DEVELOPMENTS

Growth for sun protection in Greece in 2023
High SPFs, convenient formats and skin care benefits are in demand
L'Oréal Hellas remains the undisputable leader in sun care

PROSPECTS AND OPPORTUNITIES

Further growth potential thanks to tourism and all-season sun protection
High levels of discernment among local consumers will drive developments in the category
Sustainability concerns may clash with the convenience factor

CATEGORY DATA

Table 113 Sales of Sun Care by Category: Value 2018-2023
Table 114 Sales of Sun Care by Category: % Value Growth 2018-2023
Table 115 NBO Company Shares of Sun Care: % Value 2019-2023
Table 116 LBN Brand Shares of Sun Care: % Value 2020-2023
Table 117 LBN Brand Shares of Premium Adult Sun Care: % Value 2020-2023
Table 118 Forecast Sales of Sun Care by Category: Value 2023-2028
Table 119 Forecast Sales of Sun Care by Category: % Value Growth 2023-2028

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