Table of Content

Consumer Appliances in Greece
Euromonitor International
January 2020

LIST OF CONTENTS AND TABLES

Executive Summary
Replacement Sales, Aggressive Discounting Activities and General Reduction in Unit Prices Help Sustain But Not Improve Volume Growth of Consumer Appliances in 2019
Refurbishing Requirements Increase Demand for Consumer Appliances While Relocation of Production Plants Lowers Costs of Previously High-priced Models
De’longhi Kenwood, Bsh and Philips Remain the Leading Players on the Strength of Their Many Well-established and Widely Distributed Brands Covering Most Categories
Plaisio’s Entry Into the White Appliances Arena Could Significantly Challenge the Dominance of Currently Leading Specialist Retailers
Despite Aggressive Discounting and Lower Unit Prices, Consumer Confidence and Income Are Not Expected To Sufficiently Improve To Boost Market Growth
Market Indicators
Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2014-2019
Table 2 Replacement Cycles of Consumer Appliances by Category 2014-2019
Table 3 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2019-2024
Table 4 Forecast Replacement Cycles of Consumer Appliances by Category 2019-2024
Market Data
Table 5 Sales of Consumer Appliances by Category: Volume 2014-2019
Table 6 Sales of Consumer Appliances by Category: Value 2014-2019
Table 7 Sales of Consumer Appliances by Category: % Volume Growth 2014-2019
Table 8 Sales of Consumer Appliances by Category: % Value Growth 2014-2019
Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2014-2019
Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2014-2019
Table 11 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2014-2019
Table 12 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2014-2019
Table 13 Sales of Small Appliances by Category: Volume 2014-2019
Table 14 Sales of Small Appliances by Category: Value 2014-2019
Table 15 Sales of Small Appliances by Category: % Volume Growth 2014-2019
Table 16 Sales of Small Appliances by Category: % Value Growth 2014-2019
Table 17 NBO Company Shares of Major Appliances: % Volume 2015-2019
Table 18 LBN Brand Shares of Major Appliances: % Volume 2016-2019
Table 19 NBO Company Shares of Small Appliances: % Volume 2015-2019
Table 20 LBN Brand Shares of Small Appliances: % Volume 2016-2019
Table 21 Distribution of Major Appliances by Format: % Volume 2014-2019
Table 22 Distribution of Small Appliances by Format: % Volume 2014-2019
Table 23 Forecast Sales of Consumer Appliances by Category: Volume 2019-2024
Table 24 Forecast Sales of Consumer Appliances by Category: Value 2019-2024
Table 25 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2019-2024
Table 26 Forecast Sales of Consumer Appliances by Category: % Value Growth 2019-2024
Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2019-2024
Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2019-2024
Table 29 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2019-2024
Table 30 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2019-2024
Table 31 Forecast Sales of Small Appliances by Category: Volume 2019-2024
Table 32 Forecast Sales of Small Appliances by Category: Value 2019-2024
Table 33 Forecast Sales of Small Appliances by Category: % Volume Growth 2019-2024
Table 34 Forecast Sales of Small Appliances by Category: % Value Growth 2019-2024
Sources
Summary 1 Research Sources
Headlines
Prospects
Dishwashers Continues To See Volume Growth, Driven by Demand for Slimmer, Smaller Models and the Need To Replace Older Models That Can No Longer Be Repaired
Aggressive Promotion Strategies, New Value-for-money Models and A Trend Towards More Compact Dishwashers Point To Further Decline in Average Unit Prices
Value-for-money Built-in Models Boost Prospects for Built-in Dishwashers Over the Forecast Period
Competitive Landscape
Leading Bosch and Pitsos Brands See Increased Volume Share After Introducing Value-for-money Models
Volume Share Growth of Whirlpool Brands Constrained by Narrower Portfolios and Relatively Limited Promotional Activities and Offers
Competitive Pricing Helps Candy and Indesit Increase Their Volume Shares
Category Data
Table 35 Sales of Dishwashers by Category: Volume 2014-2019
Table 36 Sales of Dishwashers by Category: Value 2014-2019
Table 37 Sales of Dishwashers by Category: % Volume Growth 2014-2019
Table 38 Sales of Dishwashers by Category: % Value Growth 2014-2019
Table 39 Sales of Dishwashers by Format: % Volume 2014-2019
Table 40 Sales of Dishwashers by Connected Appliances: % Volume 2015-2019
Table 41 NBO Company Shares of Dishwashers: % Volume 2015-2019
Table 42 LBN Brand Shares of Dishwashers: % Volume 2016-2019
Table 43 Distribution of Dishwashers by Format: % Volume 2014-2019
Table 44 Forecast Sales of Dishwashers by Category: Volume 2019-2024
Table 45 Forecast Sales of Dishwashers by Category: Value 2019-2024
Table 46 Forecast Sales of Dishwashers by Category: % Volume Growth 2019-2024
Table 47 Forecast Sales of Dishwashers by Category: % Value Growth 2019-2024
Headlines
Prospects
Unit Prices of Home Laundry Appliances Decline Steeply With Accelerated Promotional Activities and Introduction of Value-for-money Models
Increased Use of Dehumidifiers for Drying Wash Indoors Contributes To Declining Sales of Automatic Dryers
Connected Appliances See Strong Growth, Appealing To Younger Consumers, But Will Likely Remain Niche While Prices Continue To Be High
Competitive Landscape
Noted for Its Technologically Innovative Appliances With Advanced Features, Lg Introduces An Energy-efficient Dual Wash Product and Increases Its Volume Share
Bsh Ikiakes Siskeves Maintains Its Lead by Offering A Wide Range of Quality Products at More Affordable Prices
Candy Brand Makes Strong Advances With Competitive Pricing Strategy and Introduction of A Smart Automatic Washer Dryer
Category Data
Table 48 Sales of Home Laundry Appliances by Category: Volume 2014-2019
Table 49 Sales of Home Laundry Appliances by Category: Value 2014-2019
Table 50 Sales of Home Laundry Appliances by Category: % Volume Growth 2014-2019
Table 51 Sales of Home Laundry Appliances by Category: % Value Growth 2014-2019
Table 52 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2015-2019
Table 53 Sales of Automatic Washing Machines by Format: % Volume 2014-2019
Table 54 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2014-2019
Table 55 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2015-2019
Table 56 NBO Company Shares of Home Laundry Appliances: % Volume 2015-2019
Table 57 LBN Brand Shares of Home Laundry Appliances: % Volume 2016-2019
Table 58 Distribution of Home Laundry Appliances by Format: % Volume 2014-2019
Table 59 Forecast Sales of Home Laundry Appliances by Category: Volume 2019-2024
Table 60 Forecast Sales of Home Laundry Appliances by Category: Value 2019-2024
Table 61 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2019-2024
Table 62 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2019-2024
Headlines
Prospects
Built-in Hobs and Cooker Hoods Benefit From Kitchen Design Trends That Favour Built-in Appliances While Both Built-in Hubs and Ovens Benefit From Replacement Buys
Demand for Technologically and Aesthetically Superior Cooker Hoods Gains Momentum
Demand for Gas Hobs Increases Significantly As Younger Consumers Prefer To Cook With Gas and Gas Is Considered To Be More Cost Efficient
Competitive Landscape
Competitors’ Heavy Use of Discounting Activities Brings Pitsos Volume Share Down
Zanussi-electrolux Increases Its Volume Share and Moves To Eighth Position in Cookers at the Expense of Other Top Brands in 2019
With Its Competitive Pricing, Candy Gains Strength in Ovens Over the Year
Category Data
Table 63 Sales of Large Cooking Appliances by Category: Volume 2014-2019
Table 64 Sales of Large Cooking Appliances by Category: Value 2014-2019
Table 65 Sales of Large Cooking Appliances by Category: % Volume Growth 2014-2019
Table 66 Sales of Large Cooking Appliances by Category: % Value Growth 2014-2019
Table 67 Sales of Built-in Hobs by Format: % Volume 2014-2019
Table 68 Sales of Ovens by Connected Appliances: % Volume 2015-2019
Table 69 NBO Company Shares of Large Cooking Appliances: % Volume 2015-2019
Table 70 LBN Brand Shares of Large Cooking Appliances: % Volume 2016-2019
Table 71 NBO Company Shares of Built-in Hobs: % Volume 2015-2019
Table 72 NBO Company Shares of Ovens: % Volume 2015-2019
Table 73 NBO Company Shares of Cooker Hoods: % Volume 2015-2019
Table 74 NBO Company Shares of Built-in Cooker Hoods: % Volume 2015-2019
Table 75 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2015-2019
Table 76 NBO Company Shares of Cookers: % Volume 2015-2019
Table 77 Distribution of Large Cooking Appliances by Format: % Volume 2014-2019
Table 78 Forecast Sales of Large Cooking Appliances by Category: Volume 2019-2024
Table 79 Forecast Sales of Large Cooking Appliances by Category: Value 2019-2024
Table 80 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2019-2024
Table 81 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2019-2024
Headlines
Prospects
While Suffering Somewhat From Negative Perceptions, Microwaves Gets A Boost From Sales To Homeowners Seeking To Upgrade Their Properties for Airbnb Rentals
Low Penetration and Overall Trend in Kitchen Design Lead To Higher Growth for Built-in Microwaves
Lower Retail Prices and Increased Availability Boost Growth of Built-in Models
Competitive Landscape
Samsung Maintains Its Lead, While Toyotomi Microwaves Are Not Available in 2019
Kenwood Leaps To Second Rank Upon Entering Microwaves in 2019
Morris and Daewoo Brands Gain Share While Panasonic and Sharp Fall Behind
Category Data
Table 82 Sales of Microwaves by Category: Volume 2014-2019
Table 83 Sales of Microwaves by Category: Value 2014-2019
Table 84 Sales of Microwaves by Category: % Volume Growth 2014-2019
Table 85 Sales of Microwaves by Category: % Value Growth 2014-2019
Table 86 Sales of Microwaves by Connected Appliances: % Volume 2015-2019
Table 87 NBO Company Shares of Microwaves: % Volume 2015-2019
Table 88 LBN Brand Shares of Microwaves: % Volume 2016-2019
Table 89 Distribution of Microwaves by Format: % Volume 2014-2019
Table 90 Forecast Sales of Microwaves by Category: Volume 2019-2024
Table 91 Forecast Sales of Microwaves by Category: Value 2019-2024
Table 92 Forecast Sales of Microwaves by Category: % Volume Growth 2019-2024
Table 93 Forecast Sales of Microwaves by Category: % Value Growth 2019-2024
Headlines
Prospects
Volume Sales of Refrigeration Appliances Grow, Bolstered by Increased Demand for Built-in Models, Appliance Replacements and Refurbishment Trends
Unit Prices Continue To Drop in All Refrigeration Categories As Manufacturers Respond To Demand for Lower-cost Models and Retailers Engage in More Frequent Promotions
Built-in Appliances See the Highest Growth Due To Still Low Penetration and Kitchen Design Trends That Favour Built-in Models
Competitive Landscape
Bsh and Lg Maintain the Lead in Refrigeration Appliances, Largely Due To Their Strength in Fridge Freezers, the Largest Category
Recently Entered Inventor Brand Quickly Gains Traction in All Three Categories, and Moves To the Eighth Position in Freezers in 2019
Miele Loses the Most Volume Share in 2019 As Consumers Turn Away From Premium Brands Towards Those That Offer Value-for-money Models
Category Data
Table 94 Sales of Refrigeration Appliances by Category: Volume 2014-2019
Table 95 Sales of Refrigeration Appliances by Category: Value 2014-2019
Table 96 Sales of Refrigeration Appliances by Category: % Volume Growth 2014-2019
Table 97 Sales of Refrigeration Appliances by Category: % Value Growth 2014-2019
Table 98 Sales of Freezers by Format: % Volume 2014-2019
Table 99 Sales of Freezers by Volume Capacity: % Volume 2014-2019
Table 100 Sales of Fridge Freezers by Format: % Volume 2014-2019
Table 101 Sales of Fridge Freezers by Volume Capacity: % Volume 2014-2019
Table 102 Sales of Fridge Freezers by Connected Appliances: % Volume 2015-2019
Table 103 Sales of Fridges by Volume Capacity: % Volume 2014-2019
Table 104 NBO Company Shares of Refrigeration Appliances: % Volume 2015-2019
Table 105 LBN Brand Shares of Refrigeration Appliances: % Volume 2016-2019
Table 106 NBO Company Shares of Built-in Fridge Freezers: % Volume 2015-2019
Table 107 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2015-2019
Table 108 NBO Company Shares of Built-in Fridges: % Volume 2015-2019
Table 109 NBO Company Shares of Freestanding Fridges: % Volume 2015-2019
Table 110 Distribution of Refrigeration Appliances by Format: % Volume 2014-2019
Table 111 Forecast Sales of Refrigeration Appliances by Category: Volume 2019-2024
Table 112 Forecast Sales of Refrigeration Appliances by Category: Value 2019-2024
Table 113 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2019-2024
Table 114 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2019-2024
Headlines
Prospects
Unfavourable Weather Conditions Constrain Growth of Split Air Conditions in 2019, But Black Friday and Other Promotional Activities Keep Growth Going
Connected Appliances Are More Frequently Seen, But Greek Consumers Remain More Interested in Energy-saving, Quieter Appliances and Longer Guarantees
Use of Dehumidifiers for Drying Clothes Indoors and New Dehumidifiers With Purifying Function Help Boost Volume Growth in 2019
Competitive Landscape
Distribution Problems Cause Toyotomi To Lose Volume Share and Its Leading Position in Air Treatment Products Overall, While Other Brands See Mixed Results
Premium, High-tech Cooling Fans With Combined Functions Perform Well
Only Recently Introduced and With Limited Availability, Air Coolers Have Yet To Gain Traction, But Do Have Growth Potential
Category Data
Table 115 Sales of Air Treatment Products by Category: Volume 2014-2019
Table 116 Sales of Air Treatment Products by Category: Value 2014-2019
Table 117 Sales of Air Treatment Products by Category: % Volume Growth 2014-2019
Table 118 Sales of Air Treatment Products by Category: % Value Growth 2014-2019
Table 119 Sales of Air Conditioners by Connected Appliances: % Volume 2015-2019
Table 120 NBO Company Shares of Air Treatment Products: % Volume 2015-2019
Table 121 LBN Brand Shares of Air Treatment Products: % Volume 2016-2019
Table 122 Distribution of Air Treatment Products by Format: % Volume 2014-2019
Table 123 Forecast Sales of Air Treatment Products by Category: Volume 2019-2024
Table 124 Forecast Sales of Air Treatment Products by Category: Value 2019-2024
Table 125 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2019-2024
Table 126 Forecast Sales of Air Treatment Products by Category: % Value Growth 2019-2024
Headlines
Prospects
Volume Sales of Most Food Preparation Appliances Decline Due To Maturity
Slow Juicers and Blenders Used for Smoothies Gain Traction in Line With Healthy Living Trends
Trading Down To Lower-cost Models Is Trending As Consumer Confidence Remains Low
Competitive Landscape
With Popular, Well-established Brands, De’longhi Kenwood and Bsh Ikiakes Siskeves Continue To Lead in Food Preparation Appliances
Rapidly Growing Kitchenaid Benefits From Wider Distribution To Gain Traction in Blends and Food Processors and Notable Presence in Juice Extractors and Mixers
Economy Brands Find An Audience Among Consumers Unwilling To Invest in High-end Products They Do Not Use Regularly
Category Data
Table 127 Sales of Food Preparation Appliances by Category: Volume 2014-2019
Table 128 Sales of Food Preparation Appliances by Category: Value 2014-2019
Table 129 Sales of Food Preparation Appliances by Category: % Volume Growth 2014-2019
Table 130 Sales of Food Preparation Appliances by Category: % Value Growth 2014-2019
Table 131 NBO Company Shares of Food Preparation Appliances: % Volume 2015-2019
Table 132 LBN Brand Shares of Food Preparation Appliances: % Volume 2016-2019
Table 133 Distribution of Food Preparation Appliances by Format: % Volume 2014-2019
Table 134 Forecast Sales of Food Preparation Appliances by Category: Volume 2019-2024
Table 135 Forecast Sales of Food Preparation Appliances by Category: Value 2019-2024
Table 136 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2019-2024
Table 137 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2019-2024
Headlines
Prospects
Hair Care and Oral Care Appliances Perform Well, But Body Shavers Continues To See Slight Decline
While Hair Care Appliances Has A High Penetration Rate, Hair and Beard Trimmers See Strong Growth Due To A Trend Favouring An Unshaved But Well-groomed Look
Electric Toothbrush Units See Strong Growth, Boosted by Presence of Oral-be and A Low Penetration Rate
Competitive Landscape
Philips Hellenique Maintains Its Lead Top Positions in the Largest Categories of Hair Care Appliances and Body Shavers
Colgate and Oral-b Lead in Battery-operated and Electric Toothbrush Units, Respectively, But Oral-be Gains the Most As Electric Formats Continue To Advance
Ga Ma Challenges Leading Brands, Garnering Fast Growth With Light and Powerful Professional-quality Hair Care Appliances
Category Data
Table 138 Sales of Personal Care Appliances by Category: Volume 2014-2019
Table 139 Sales of Personal Care Appliances by Category: Value 2014-2019
Table 140 Sales of Personal Care Appliances by Category: % Volume Growth 2014-2019
Table 141 Sales of Personal Care Appliances by Category: % Value Growth 2014-2019
Table 142 Sales of Body Shavers by Format: % Volume 2014-2019
Table 143 Sales of Hair Care Appliances by Format: % Volume 2014-2019
Table 144 NBO Company Shares of Personal Care Appliances 2015-2019
Table 145 LBN Brand Shares of Personal Care Appliances 2016-2019
Table 146 Distribution of Personal Care Appliances by Format: % Volume 2014-2019
Table 147 Forecast Sales of Personal Care Appliances by Category: Volume 2019-2024
Table 148 Forecast Sales of Personal Care Appliances by Category: Value 2019-2024
Table 149 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2019-2024
Table 150 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2019-2024
Headlines
Prospects
in An Otherwise Declining Trend, Electric Grills, Pod Coffee Machines and Coffee Mills See An Increase in Volume Sales in 2019
Trend Towards Cooking Lighter Meals With Higher Nutritional Value Boosts Growth of Electric Grills and Light Fryers
Healthy Living Trend Influences Trends in Small Cooking Appliances
Competitive Landscape
De’longhi Kenwood Hellas Strengthens Its Lead, and Sees the Highest Volume Growth Among Competitors in Pod Coffee Machines
Affordable Hard Pods Compatible With Nespresso Pod Coffee Machines Help the Brand Increase Its Sales
in Highly Fragmented Category, Consumers Are More Price Than Brand Conscious
Category Data
Table 151 Sales of Small Cooking Appliances by Category: Volume 2014-2019
Table 152 Sales of Small Cooking Appliances by Category: Value 2014-2019
Table 153 Sales of Small Cooking Appliances by Category: % Volume Growth 2014-2019
Table 154 Sales of Small Cooking Appliances by Category: % Value Growth 2014-2019
Table 155 Sales of Freestanding Hobs by Format: % Volume 2014-2019
Table 156 NBO Company Shares of Small Cooking Appliances: % Volume 2015-2019
Table 157 LBN Brand Shares of Small Cooking Appliances: % Volume 2016-2019
Table 158 Distribution of Small Cooking Appliances by Format: % Volume 2014-2019
Table 159 Forecast Sales of Small Cooking Appliances by Category: Volume 2019-2024
Table 160 Forecast Sales of Small Cooking Appliances by Category: Value 2019-2024
Table 161 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2019-2024
Table 162 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2019-2024
Headlines
Prospects
Volume Sales of Cylinder Vacuum Cleaners Grow Despite High Penetration, Driven by Ongoing Shift To Bagless Vacuum Cleaners in 2019
Stick and Handheld Vacuum Cleaners See Higher Volume Growth, Due To Low Penetration, New Launches and Intense Promotional Support
While Robotic Vacuum Cleaners Remain Niche, Volume Sales Grow As Unit Prices Decline
Competitive Landscape
Hoover and Bosch Remain the Leading Brands, But Dyson Increases Its Volume Share Despite More Limited Distribution
New Competitors Diminish Irobot Roomba’s Leading Volume Share in Robotic Vacuum Cleaners
Rowena Increases Its Share After Launching A New Stick Vacuum Cleaner With A Unique Flexible Stick, While Also Gaining Share Within Robotic Vacuum Cleaners
Category Data
Table 163 Sales of Vacuum Cleaners by Category: Volume 2014-2019
Table 164 Sales of Vacuum Cleaners by Category: Value 2014-2019
Table 165 Sales of Vacuum Cleaners by Category: % Volume Growth 2014-2019
Table 166 Sales of Vacuum Cleaners by Category: % Value Growth 2014-2019
Table 167 Sales of Robotic Vacuum Cleaners by Connected Appliances: % Volume 2015-2019
Table 168 NBO Company Shares of Vacuum Cleaners: % Volume 2015-2019
Table 169 LBN Brand Shares of Vacuum Cleaners: % Volume 2016-2019
Table 170 Distribution of Vacuum Cleaners by Format: % Volume 2014-2019
Table 171 Forecast Sales of Vacuum Cleaners by Category: Volume 2019-2024
Table 172 Forecast Sales of Vacuum Cleaners by Category: Value 2019-2024
Table 173 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2019-2024
Table 174 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2019-2024