Home Care in Greece

Report
68 Pages
February 2024
Region: Greece
Euromonitor International
ID: 2515364

Overall inflationary pressures eased in Greece in 2023, compared to the inflation spikes seen in 2022. However, despite this improving economic environment, inflation remains high on home care products.

The 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 2028 illustrate how the market is set to change.

Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet 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 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.

HOME CARE IN GREECE

EXECUTIVE SUMMARY

Home care in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
What next for home care?

MARKET INDICATORS

Table 1 Households 2018-2023

MARKET DATA

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

DISCLAIMER

SOURCES

Summary 1 Research Sources

LAUNDRY CARE IN GREECEKEY DATA FINDINGS

2023 DEVELOPMENTS

Laundry care sees lots of activity, despite volume sales remaining in a slump
Consumers shift to larger wash loads and cold washing, to save on energy usage and product volumes
Sustainability is the key trend driving new product developments

PROSPECTS AND OPPORTUNITIES

The sustainability trend is set to gather further pace over the forecast period
Liquid detergents will remain popular, while 'old-fashioned' variants lose appeal
Changes in consumer habits and low purchasing power set to affect sales in discretionary categories

CATEGORY INDICATORS

Table 11 Household Possession of Washing Machines 2018-2023

CATEGORY DATA

Table 12 Sales of Laundry Care by Category: Value 2018-2023
Table 13 Sales of Laundry Care by Category: % Value Growth 2018-2023
Table 14 Sales of Laundry Aids by Category: Value 2018-2023
Table 15 Sales of Laundry Aids by Category: % Value Growth 2018-2023
Table 16 Sales of Laundry Detergents by Category: Value 2018-2023
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2018-2023
Table 18 NBO Company Shares of Laundry Care: % Value 2019-2023
Table 19 LBN Brand Shares of Laundry Care: % Value 2020-2023
Table 20 NBO Company Shares of Laundry Aids: % Value 2019-2023
Table 21 LBN Brand Shares of Laundry Aids: % Value 2020-2023
Table 22 NBO Company Shares of Laundry Detergents: % Value 2019-2023
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2020-2023
Table 24 Forecast Sales of Laundry Care by Category: Value 2023-2028
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028

DISHWASHING IN GREECEKEY DATA FINDINGS

2023 DEVELOPMENTS

Players focus on promotional discount campaigns to attract price-sensitive consumers
Money-saving is a key consumer priority and drives product developments
Price increases lead to fluctuations in the competitive landscape

PROSPECTS AND OPPORTUNITIES

The growing 'green' trend will continue to drive developments
Automatic dishwashing will be affected by low purchasing power
Child-specific products find their way into dishwashing, opening up growth opportunities

CATEGORY INDICATORS

Table 26 Household Possession of Dishwashers 2017-2022

CATEGORY DATA

Table 27 Sales of Dishwashing by Category: Value 2018-2023
Table 28 Sales of Dishwashing by Category: % Value Growth 2018-2023
Table 29 NBO Company Shares of Dishwashing: % Value 2019-2023
Table 30 LBN Brand Shares of Dishwashing: % Value 2020-2023
Table 31 Forecast Sales of Dishwashing by Category: Value 2023-2028
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028

SURFACE CARE IN GREECEKEY DATA FINDINGS

2023 DEVELOPMENTS

Inflation and price hikes take their toll upon sales
Subcategories with private label options tempt consumers to trade down
Price competition and discounting activities gather pace

PROSPECTS AND OPPORTUNITIES

Ingredients will be under the spotlight of new developments
Category maturity and low purchasing power among consumers will hinder volume growth
Practical factors will benefit specific categories

CATEGORY DATA

Table 33 Sales of Surface Care by Category: Value 2018-2023
Table 34 Sales of Surface Care by Category: % Value Growth 2018-2023
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2018-2023
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2018-2023
Table 37 NBO Company Shares of Surface Care: % Value 2019-2023
Table 38 LBN Brand Shares of Surface Care: % Value 2020-2023
Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2023
Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2023
Table 41 Forecast Sales of Surface Care by Category: Value 2023-2028
Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028

BLEACH IN GREECEKEY DATA FINDINGS

2023 DEVELOPMENTS

Despite category maturity, bleach benefits from shrinking purchasing power
Leading brand Klinex sees its share cannibalised by private label
Lidl grows its share, driving sales via discounters

PROSPECTS AND OPPORTUNITIES

Bleach attracts low investment from manufacturers
High penetration allows limited room for growth
Sustainability may pose a threat to growth

CATEGORY DATA

Table 43 Sales of Bleach: Value 2018-2023
Table 44 Sales of Bleach: % Value Growth 2018-2023
Table 45 NBO Company Shares of Bleach: % Value 2019-2023
Table 46 LBN Brand Shares of Bleach: % Value 2020-2023
Table 47 Forecast Sales of Bleach: Value 2023-2028
Table 48 Forecast Sales of Bleach: % Value Growth 2023-2028

TOILET CARE IN GREECEKEY DATA FINDINGS

2023 DEVELOPMENTS

Fragrance remains under the spotlight of developments in toilet care
Multi-pack trend drives growth in ITBs
Toilet liquids/foam volume sales somewhat skewed by players shifting from two-for-one to percentage discount offers

PROSPECTS AND OPPORTUNITIES

Frugal lifestyles will continue to hinder growth over the forecast period
Private label has scope for growth as seen with Lidl, although players need to expand their portfolios
Rim blocks will continue to attract investment and developments

CATEGORY DATA

Table 49 Sales of Toilet Care by Category: Value 2018-2023
Table 50 Sales of Toilet Care by Category: % Value Growth 2018-2023
Table 51 NBO Company Shares of Toilet Care: % Value 2019-2023
Table 52 LBN Brand Shares of Toilet Care: % Value 2020-2023
Table 53 Forecast Sales of Toilet Care by Category: Value 2023-2028
Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028

POLISHES IN GREECEKEY DATA FINDINGS

2023 DEVELOPMENTS

Sales slump in relatively uninteresting category
Modern living styles and trends rarely require specialist polishes
Shoe polish remains the most relevant, but still struggles to reach positive growth sales

PROSPECTS AND OPPORTUNITIES

Modern design and housing trends will lead to further losses for floor, metal, and furniture polishes
Ongoing shift to casual shoes will continue to suppress demand for shoe polish
Camel will retain its leadership thanks to overall strengths

CATEGORY DATA

Table 55 Sales of Polishes by Category: Value 2018-2023
Table 56 Sales of Polishes by Category: % Value Growth 2018-2023
Table 57 NBO Company Shares of Polishes: % Value 2019-2023
Table 58 LBN Brand Shares of Polishes: % Value 2020-2023
Table 59 Forecast Sales of Polishes by Category: Value 2023-2028
Table 60 Forecast Sales of Polishes by Category: % Value Growth 2023-2028

AIR CARE IN GREECEKEY DATA FINDINGS

2023 DEVELOPMENTS

Air care manages to achieve good value and volume sales, despite economic challenges
Seasonality remains key to sales patterns in air care
Premium innovations struggle to reach mass sales

PROSPECTS AND OPPORTUNITIES

'Green' trends set to strongly influence developments in air care
Competition from economy alternatives will continue
Natural fragrances will drive development growth

CATEGORY DATA

Table 61 Sales of Air Care by Category: Value 2018-2023
Table 62 Sales of Air Care by Category: % Value Growth 2018-2023
Table 63 Sales of Air Care by Fragrance: Value Ranking 2021-2023
Table 64 NBO Company Shares of Air Care: % Value 2019-2023
Table 65 LBN Brand Shares of Air Care: % Value 2020-2023
Table 66 Forecast Sales of Air Care by Category: Value 2023-2028
Table 67 Forecast Sales of Air Care by Category: % Value Growth 2023-2028

HOME INSECTICIDES IN GREECEKEY DATA FINDINGS

2023 DEVELOPMENTS

Tight competition leads to discounting activities, as brands try to boost their sales to price-sensitive consumers
Consumers seek product trust over brand loyalty
Hot and humid conditions required to boost demand

PROSPECTS AND OPPORTUNITIES

'Green' trends set to drive further developments in home insecticides
Seasonal dependency leads to unpredictable results, while fear of the tiger mosquito creates specialised opportunities
Specialised sprays set to be key drivers in spray/aerosol insecticides

CATEGORY DATA

Table 68 Sales of Home Insecticides by Category: Value 2018-2023
Table 69 Sales of Home Insecticides by Category: % Value Growth 2018-2023
Table 70 Sales of Spray/Aerosol Insecticides by Type: % Value 2018-2023
Table 71 NBO Company Shares of Home Insecticides: % Value 2019-2023
Table 72 LBN Brand Shares of Home Insecticides: % Value 2020-2023
Table 73 Forecast Sales of Home Insecticides by Category: Value 2023-2028
Table 74 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028

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