Table of Content

Beauty and Personal Care in Greece
Euromonitor International
April 2021

List OF CONTENTS AND TABLES

BEAUTY AND PERSONAL CARE IN GREECE
EXECUTIVE SUMMARY
COVID-19 impact on beauty and personal care
COVID-19 country impact
Company response
Retailing shift
What next for beauty and personal care?
CHART 1 Beauty and Personal Care Value Sales Growth Scenarios: 2018-2025
CHART 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2017-2025
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2015-2020
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2015-2020
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2015-2020
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2020
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2020-2025
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN GREECE
KEY DATA FINDINGS
2020 IMPACT
Increasingly price-sensitive consumers chose mass products in 2020
Mass beauty and personal products benefitted from wider availability under lockdown
Consumers splurged on premium products on a category basis
RECOVERY AND OPPORTUNITIES
Recovery will be jumpstarted by economic instability in the beginning of the forecast period
Price competition set to intensify
Smaller players may struggle to keep up
CATEGORY DATA
Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2015-2020
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2016-2020
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2017-2020
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2020-2025
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2020-2025
PREMIUM BEAUTY AND PERSONAL CARE IN GREECE
KEY DATA FINDINGS
2020 IMPACT
Increasingly conservative consumers traded down to mass products in 2020
Superior effectiveness of premium products moderated declining performance
Limited availability furthered the declining sales
RECOVERY AND OPPORTUNITIES
Slow recovery expected in forecast period as consumers prioritise other spending
Rise of e-commerce and mass products will apply pressure to prices
Future innovation likely to focus on sustainability
CATEGORY DATA
Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2015-2020
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2016-2020
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2017-2020
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2020-2025
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2020-2025
BABY AND CHILD-SPECIFIC PRODUCTS IN GREECE
KEY DATA FINDINGS
2020 IMPACT
Initial stockpiling seen in 2020
Baby and child-specific sun care negatively impacted by tourism restrictions
Mega Disposables continued leading sales due to its strong position in baby wipes
RECOVERY AND OPPORTUNITIES
Slightly stronger growth expected over the forecast period
Declining birth rate will dampen progress
Focus on natural and safe products
CATEGORY DATA
Table 23 Sales of Baby and Child-specific Products by Category: Value 2015-2020
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2015-2020
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2015-2020
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2016-2020
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2017-2020
Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2017-2020
Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2017-2020
Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2017-2020
Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025
Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025
Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025
BATH AND SHOWER IN GREECE
KEY DATA FINDINGS
2020 IMPACT
Intense focus on hygiene and sanitation bolstered sales in 2020
Reduction in VAT rate led to average unit price decline
Brands with strong disinfecting positioning among the big winners
RECOVERY AND OPPORTUNITIES
Demand set to normalise in 2021
Volume decline will be moderate by more use occasions at home
Innovation in products combining effectiveness and sustainability
CATEGORY DATA
Table 34 Sales of Bath and Shower by Category: Value 2015-2020
Table 35 Sales of Bath and Shower by Category: % Value Growth 2015-2020
Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020
Table 37 NBO Company Shares of Bath and Shower: % Value 2016-2020
Table 38 LBN Brand Shares of Bath and Shower: % Value 2017-2020
Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2017-2020
Table 40 Forecast Sales of Bath and Shower by Category: Value 2020-2025
Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025
Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025
COLOUR COSMETICS IN GREECE
KEY DATA FINDINGS
2020 IMPACT
Use of face masks severely limits demand in 2020
Eye make-up fared better amid mask wearing
Premium make-up was hit harder by economic uncertainty
RECOVERY AND OPPORTUNITIES
Slow recovery ahead in the forecast period
More digital solutions likely to be adopted
Benefits of e-commerce will continue supporting an expanded presence
CATEGORY DATA
Table 43 Sales of Colour Cosmetics by Category: Value 2015-2020
Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2016-2020
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020
Table 47 LBN Brand Shares of Eye Make-up: % Value 2017-2020
Table 48 LBN Brand Shares of Facial Make-up: % Value 2017-2020
Table 49 LBN Brand Shares of Lip Products: % Value 2017-2020
Table 50 LBN Brand Shares of Nail Products: % Value 2017-2020
Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020
Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025
Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025
DEODORANTS IN GREECE
KEY DATA FINDINGS
2020 IMPACT
Home seclusion in 2020 translates to limited use occasions
Mass brands benefited from consumer shift from specialist retailers to supermarkets
New launches continued despite pandemic
RECOVERY AND OPPORTUNITIES
Warm climate will bolster recovery in the forecast period
Growing price-sensitivity will dictate performance
Deodorant creams will continue declining
CATEGORY DATA
Table 54 Sales of Deodorants by Category: Value 2015-2020
Table 55 Sales of Deodorants by Category: % Value Growth 2015-2020
Table 56 Sales of Deodorants by Premium vs Mass: % Value 2015-2020
Table 57 NBO Company Shares of Deodorants: % Value 2016-2020
Table 58 LBN Brand Shares of Deodorants: % Value 2017-2020
Table 59 LBN Brand Shares of Premium Deodorants: % Value 2017-2020
Table 60 Forecast Sales of Deodorants by Category: Value 2020-2025
Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025
Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2020-2025
DEPILATORIES IN GREECE
KEY DATA FINDINGS
2020 IMPACT
Depilation habits became less frequent due to the pandemic in 2020
Preference for laser depilation further supressed sales of depilatories
RECOVERY AND OPPORTUNITIES
Increasing preference for laser depilation will suppress recovery of depilatories in the forecast period
Pressure on disposable incomes may be good news to hair removers/bleaches
Women’s razors and blades likely to continue dominating sales
CATEGORY DATA
Table 63 Sales of Depilatories by Category: Value 2015-2020
Table 64 Sales of Depilatories by Category: % Value Growth 2015-2020
Table 65 Sales of Women’s Razors and Blades by Type: % Value Breakdown 2016-2020
Table 66 NBO Company Shares of Depilatories: % Value 2016-2020
Table 67 LBN Brand Shares of Depilatories: % Value 2017-2020
Table 68 Forecast Sales of Depilatories by Category: Value 2020-2025
Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025
FRAGRANCES IN GREECE
KEY DATA FINDINGS
2020 IMPACT
Performance of fragrances declined over 2020
Mass fragrances fared better amid the pandemic
International players continued dominating sales due to well-known brands
RECOVERY AND OPPORTUNITIES
Slow recovery expected in the forecast period
Mass fragrances will face numerous competitive threats
New entrants expected
CATEGORY DATA
Table 70 Sales of Fragrances by Category: Value 2015-2020
Table 71 Sales of Fragrances by Category: % Value Growth 2015-2020
Table 72 NBO Company Shares of Fragrances: % Value 2016-2020
Table 73 LBN Brand Shares of Fragrances: % Value 2017-2020
Table 74 LBN Brand Shares of Premium Men’s Fragrances: % Value 2017-2020
Table 75 LBN Brand Shares of Premium Women’s Fragrances: % Value 2017-2020
Table 76 Forecast Sales of Fragrances by Category: Value 2020-2025
Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025
HAIR CARE IN GREECE
KEY DATA FINDINGS
2020 IMPACT
Usage of hair care products was limited in 2020 negatively impacting sales
Salon closures boosted the sales of colourants
Mass brands benefitted from widespread availability
RECOVERY AND OPPORTUNITIES
Recovery expected to be completed by 2022
Normalising demand for colourants
Trend towards more natural styles may restrict sales of certain hair care products
CATEGORY DATA
Table 78 Sales of Hair Care by Category: Value 2015-2020
Table 79 Sales of Hair Care by Category: % Value Growth 2015-2020
Table 80 Sales of Hair Care by Premium vs Mass: % Value 2015-2020
Table 81 NBO Company Shares of Hair Care: % Value 2016-2020
Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2016-2020
Table 83 LBN Brand Shares of Hair Care: % Value 2017-2020
Table 84 LBN Brand Shares of Colourants: % Value 2017-2020
Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2017-2020
Table 86 LBN Brand Shares of Styling Agents: % Value 2017-2020
Table 87 LBN Brand Shares of Premium Hair Care: % Value 2017-2020
Table 88 Forecast Sales of Hair Care by Category: Value 2020-2025
Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025
Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025
MEN’S GROOMING IN GREECE
KEY DATA FINDINGS
2020 IMPACT
Men’s shaving routines put on backburner due to COVID-19
Men’s bath and shower emerged as the winner in the wake of the pandemic
Mass brands benefitted from multiple factors in 2020
RECOVERY AND OPPORTUNITIES
Men’s shaving may struggle to get on track for a recovery in the forecast period
Mass products set to outperform their premium counterparts
Positive outlook for growth as consumer base widens
CATEGORY DATA
Table 91 Sales of Men’s Grooming by Category: Value 2015-2020
Table 92 Sales of Men’s Grooming by Category: % Value Growth 2015-2020
Table 93 Sales of Men’s Razors and Blades by Type: % Value Breakdown 2016-2020
Table 94 Sales of Men’s Skin Care by Type: % Value Breakdown 2017-2020
Table 95 NBO Company Shares of Men’s Grooming: % Value 2016-2020
Table 96 LBN Brand Shares of Men’s Grooming: % Value 2017-2020
Table 97 LBN Brand Shares of Men’s Razors and Blades: % Value 2017-2020
Table 98 Forecast Sales of Men’s Grooming by Category: Value 2020-2025
Table 99 Forecast Sales of Men’s Grooming by Category: % Value Growth 2020-2025
ORAL CARE IN GREECE
KEY DATA FINDINGS
2020 IMPACT
Adoption of more stringent oral hygiene routines boosted sales in 2020
Frequent promotional activity and increasing online sales led to lower prices
Strong multinationals continued dominating
RECOVERY AND OPPORTUNITIES
Essential nature of oral care will support sales in the forecast period
Price will be especially poignant for toothpaste
Specialised claims will serve as a point of differentiation
CATEGORY DATA
Table 100 Sales of Oral Care by Category: Value 2015-2020
Table 101 Sales of Oral Care by Category: % Value Growth 2015-2020
Table 102 Sales of Toothbrushes by Category: Value 2015-2020
Table 103 Sales of Toothbrushes by Category: % Value Growth 2015-2020
Table 104 Sales of Toothpaste by Type: % Value Breakdown 2016-2020
Table 105 NBO Company Shares of Oral Care: % Value 2016-2020
Table 106 LBN Brand Shares of Oral Care: % Value 2017-2020
Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2017-2020
Table 108 LBN Brand Shares of Toothpaste: % Value 2017-2020
Table 109 Forecast Sales of Oral Care by Category: Value 2020-2025
Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025
Table 111 Forecast Sales of Toothbrushes by Category: Value 2020-2025
Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025
SKIN CARE IN GREECE
KEY DATA FINDINGS
2020 IMPACT
Rise of “maskne” saw players promote specialised products in 2020
Players turned to e-commerce amid restrictions and growing fear of contagion
Hand care experienced a revival
RECOVERY AND OPPORTUNITIES
Steady growth expected to continue in the forecast period
Purchasing decisions likely to be driven by cost
Firming/anti-cellulite body care will face waning appeal
CATEGORY DATA
Table 113 Sales of Skin Care by Category: Value 2015-2020
Table 114 Sales of Skin Care by Category: % Value Growth 2015-2020
Table 115 NBO Company Shares of Skin Care: % Value 2016-2020
Table 116 LBN Brand Shares of Skin Care: % Value 2017-2020
Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2017-2020
Table 118 LBN Brand Shares of Anti-agers: % Value 2017-2020
Table 119 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2017-2020
Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2017-2020
Table 121 LBN Brand Shares of Premium Skin Care: % Value 2017-2020
Table 122 Forecast Sales of Skin Care by Category: Value 2020-2025
Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025
SUN CARE IN GREECE
KEY DATA FINDINGS
2020 IMPACT
Limited touristic activity dampened sales in 2020
Aftersun and self-tanning products fared worst amid the pandemic
L’Or?al and Beiersdorf continued leading sales
RECOVERY AND OPPORTUNITIES
The recovery in the forecast period will be closely tied to touristic activity
New product development will focus on convenience and natural claims
Average unit prices set to rise
CATEGORY DATA
Table 124 Sales of Sun Care by Category: Value 2015-2020
Table 125 Sales of Sun Care by Category: % Value Growth 2015-2020
Table 126 NBO Company Shares of Sun Care: % Value 2016-2020
Table 127 LBN Brand Shares of Sun Care: % Value 2017-2020
Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2017-2020
Table 129 Forecast Sales of Sun Care by Category: Value 2020-2025
Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2020-2025