希臘保養品・化妝品市場

Abstract

Why buy this report

• Get insight into trends in market performance
• Pinpoint growth sectors and identify factors driving change
• Identify market and brand leaders and understand the competitive environment

Product coverage

Baby care; Bath and shower products; Colour cosmetics; Deodorants; Depilatories; Fragrances; Hair care; Men' s grooming products; Oral hygiene; Premium cosmetics; Skin care; Sun care

Executive summary

Financial constraints do not affect growth in all niches

Although some products, such as bath and shower, deodorants or colour cosmetics, appear to be influenced by consumers' financial constraints, in other areas of the market, such as skin care, facial make-up and hair care, a shift towards more premium brands is being noticed. This indicates that Greek consumers are trying to save money on toiletries, while when it comes to products where efficacy is more of an issue they are willing to spend more. To be more specific, for products such as anti-agers, firming/anti-cellulite products and various hair treatments, consumers seem willing to spend more in order to achieve a better result. In general, skin care is the sector that is influenced more, along with facial make-up, given that when it comes to the skin Greek consumers appear more demanding.

High growth for depilatories in 2006

Driven by a significant increase in consumption of bleaches and hair removers, depilatories saw 7% growth in current value terms in 2006. Although consumption of disposable razors is far higher compared with bleaches or waxes, the higher unit prices of these products drives the whole depilatories environment to see strong growth. Due to their long-lasting results hair removers are gaining popularity among women in Greece. Companies are also focusing more on making methods of hair removal less time consuming in order to break their link with impracticality. Within this framework, and along with the fact that fashion increasingly demands the removal of much bodily hair, depilatories saw high growth rates in 2006.

Hair care remains largest cosmetics and toiletries product type

Advanced formulas and increasingly sophisticated products represented the core focus of companies for adding value to hair care products in 2006. Although companies did not manage to achieve great results, meaning that growth rates for 2006 remained relatively low, the hair care environment continues growing despite its maturity. This is due to investments in new product formulas, with companies managing to introduce products with very specific claims, which stimulates consumer expenditure.

Skin care considered most promising

The ageing of the population, the fact that tanning is becoming fashionable once again, and the ongoing obsession of the female population with physical appearance, all contributed to the growth of skin care sales, making this environment an area of focus for most companies. Products with very specific claims are being introduced in order to stimulate consumer interest and boost spending. Self-tanning body lotions, anti-ageing creams and advanced firming and anti-cellulite products are the focal points for innovation, as the immaturity of these niches not only allows great room for development, but also guarantees high growth.

Men' s grooming products continue to grow

With men' s skin care seeing the highest growth, men' s grooming products continue to see very high growth. Since this environment has only just begun to develop in Greece, and given that the availability of products is constantly rising, it is clear that most innovation is currently focused on this rising niche. The media' s contribution to growth is undoubtedly great, as the profile of a man who takes care of himself is constantly promoted. In this context, companies believe that men' s grooming will continue to grow in coming years, while a bombardment of new products launches is expected.

Modest growth predicted for the future

Modest growth is predicted for the future, with particularly high growth anticipated for depilatories and skin care. Less glamorous products -- for functional application, rather than to make oneself more beautiful -- risk stagnation, however, with declines expected for deodorants, for example. Prospects for fragrances are also far from optimistic, primarily due to intensification of price competition and even private label growth.

Table of Contents

• COSMETICS AND TOILETRIES IN GREECE : MARKET INSIGHT
• EXECUTIVE SUMMARY
• Financial constraints do not affect growth in all niches
• High growth for depilatories in 2006
• Hair care remains largest cosmetics and toiletries product type
• Skin care considered most promising
• Men' s grooming products continue to grow
• Modest growth predicted for the future
• KEY TRENDS AND DEVELOPMENTS
• Gentle formulas represent key trend in Greek cosmetic and toiletries market
• Contemporary lifestyles make practicality a priority
• Natural ingredients a rising trend in Greek Market
• Ageing population makes anti-ageing properties key to product developments
• Alternative outlets are gaining popularity among Greek Consumers
• Men key target group for cosmetics and toiletries' manufacturers
• Financial constraints do not impact consumer expenditure
• MARKET DATA
  • Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2001-2006
  • Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2001-2006
  • Table 3 Cosmetics and Toiletries Company Shares by NBO Retail Value 2002-2006
  • Table 4 Cosmetics and Toiletries Company Shares by GBO Retail Value 2002-2006
  • Table 5 Cosmetics and Toiletries Brand Shares by Retail Value 2003-2006
  • Table 6 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2001/2006
  • Table 7 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2006
  • Table 8 Penetration of Private Label by Sector by Retail Value 2002-2006
  • Table 9 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2006-2011
  • Table 10 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2006-2011
• DEFINITIONS
• LOCAL COMPANY PROFILES - GREECE
• HELLENICA SA - COSMETICS AND TOILETRIES - GREECE
• STRATEGIC DIRECTION
• KEY FACTS
  • Summary 1 Hellenica SA: Key Facts
  • Summary 2 Hellenica SA: Operational Indicators
• COMPANY BACKGROUND
• PRODUCTION
• COMPETITIVE POSITIONING
  • Summary 3 Hellenica SA: Competitive Position 2006
• KORRES NATURAL PRODUCTS - COSMETICS AND TOILETRIES - GREECE
• STRATEGIC DIRECTION
• KEY FACTS
  • Summary 4 Korres Natural Products SA: Key Facts
• COMPANY BACKGROUND
• PRODUCTION
• COMPETITIVE POSITIONING
• MARVO SA - COSMETICS AND TOILETRIES - GREECE
• STRATEGIC DIRECTION
• KEY FACTS
  • Summary 5 Marvo SA: Key Facts
• COMPANY BACKGROUND
• PRODUCTION
• COMPETITIVE POSITIONING
  • Summary 6 Marvo SA: Competitive Position 2006
• MEGA DISPOSABLES SA - COSMETICS AND TOILETRIES - GREECE
• STRATEGIC DIRECTION
• KEY FACTS
  • Summary 7 Mega Disposables SA: Key Facts
• COMPANY BACKGROUND
• PRODUCTION
• COMPETITIVE POSITIONING
  • Summary 8 Mega Disposables SA: Competitive Position 2006
• NOTOS COM HOLDINGS SA - COSMETICS AND TOILETRIES - GREECE
• STRATEGIC DIRECTION
• KEY FACTS
  • Summary 9 Notos Com Holdings SA: Key Facts
• COMPANY BACKGROUND
• PRODUCTION
• COMPETITIVE POSITIONING
  • Summary 10 Notos Com Holdings SA: Competitive Position 2006
• PAPOUTSANIS SA, PD - COSMETICS AND TOILETRIES - GREECE
• STRATEGIC DIRECTION
• KEY FACTS
  • Summary 11 Papoutsanis SA: Key Facts
• COMPANY BACKGROUND
• PRODUCTION
• COMPETITIVE POSITIONING
  • Summary 12 Papoutsanis SA: Competitive Position 2006
• BABY CARE IN GREECE
• HEADLINES
• TRENDS
• COMPETITIVE LANDSCAPE
• PROSPECTS
• SECTOR DATA
  • Table 11 Sales of Baby Care by Subsector: Value 2001-2006
  • Table 12 Sales of Baby Care by Subsector: % Value Growth 2001-2006
  • Table 13 Baby Care Company Shares by Retail Value 2002-2006
  • Table 14 Baby Care Brand Shares by Retail Value 2003-2006
  • Table 15 Forecast Sales of Baby Care by Subsector: Value 2006-2011
  • Table 16 Forecast Sales of Baby Care by Subsector: % Value Growth 2006-2011
  • Table 17 Baby Care Premium Vs Mass % Analysis 2001-2006
  • Table 18 Baby Care Premium Brand Rankings 2006
• BATH AND SHOWER PRODUCTS IN GREECE
• HEADLINES
• TRENDS
• COMPETITIVE LANDSCAPE
• PROSPECTS
• SECTOR DATA
  • Table 19 Sales of Bath and Shower Products by Subsector: Value 2001-2006
  • Table 20 Sales of Bath and Shower Products by Subsector: % Value Growth 2001-2006
  • Table 21 Bath and Shower Products Company Shares by Retail Value 2002-2006
  • Table 22 Bath and Shower Products Brand Shares by Retail Value 2003-2006
  • Table 23 Forecast Sales of Bath and Shower Products by Subsector: Value 2006-2011
  • Table 24 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2006-2011
  • Table 25 Bath and Shower Products Premium Vs Mass % Analysis 2001-2006
  • Table 26 Bath and Shower Products Premium Brand Rankings 2006
• DEODORANTS IN GREECE
• HEADLINES
• TRENDS
• COMPETITIVE LANDSCAPE
• PROSPECTS
• SECTOR DATA
  • Table 27 Sales of Deodorants by Subsector: Value 2001-2006
  • Table 28 Sales of Deodorants by Subsector: % Value Growth 2001-2006
  • Table 29 Deodorants Company Shares by Retail Value 2002-2006
  • Table 30 Deodorants Brand Shares by Retail Value 2003-2006
  • Table 31 Forecast Sales of Deodorants by Subsector: Value 2006-2011
  • Table 32 Forecast Sales of Deodorants by Subsector: % Value Growth 2006-2011
  • Table 33 Deodorants Premium Vs Mass % Analysis 2001-2006
  • Table 34 Deodorants Premium Brand Rankings 2006
• HAIR CARE IN GREECE
• HEADLINES
• TRENDS
• COMPETITIVE LANDSCAPE
• PROSPECTS
• SECTOR DATA
  • Table 35 Sales of Hair Care by Subsector: Value 2001-2006
  • Table 36 Sales of Hair Care by Subsector: % Value Growth 2001-2006
  • Table 37 Hair Care Company Shares by Retail Value 2002-2006
  • Table 38 Hair Care Brand Shares by Retail Value 2003-2006
  • Table 39 Forecast Sales of Hair Care by Subsector: Value 2006-2011
  • Table 40 Forecast Sales of Hair Care by Subsector: % Value Growth 2006-2011
  • Table 41 Hair Care Premium Vs Mass % Analysis 2001-2006
  • Table 42 Hair Care Premium Brand Rankings 2006
  • Table 43 Styling Agents by Type 2001-2006
  • Table 44 Styling Agents Brand Shares by Retail Value 2003-2006
  • Table 45 Salon Hair Care Company Shares by Retail Value 2002-2006
  • Table 46 Salon Hair Care Brand Shares by Retail Value 2003-2006
• COLOUR COSMETICS IN GREECE
• HEADLINES
• TRENDS
• COMPETITIVE LANDSCAPE
• PROSPECTS
• SECTOR DATA
  • Table 47 Sales of Colour Cosmetics by Subsector: Value 2001-2006
  • Table 48 Sales of Colour Cosmetics by Subsector: % Value Growth 2001-2006
  • Table 49 Colour Cosmetics Company Shares by Retail Value 2002-2006
  • Table 50 Colour Cosmetics Brand Shares by Retail Value 2003-2006
  • Table 51 Forecast Sales of Colour Cosmetics by Subsector: Value 2006-2011
  • Table 52 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2006-2011
  • Table 53 Colour Cosmetics Premium Vs Mass % Analysis 2001-2006
  • Table 54 Colour Cosmetics Premium Brand Rankings 2006
• MEN' S GROOMING PRODUCTS IN GREECE
• HEADLINES
• TRENDS
• COMPETITIVE LANDSCAPE
• PROSPECTS
• SECTOR DATA
  • Table 55 Sales of Men' s Grooming Products by Subsector: Value 2001-2006
  • Table 56 Sales of Men' s Grooming Products by Subsector: % Value Growth 2001-2006
  • Table 57 Men' s Grooming Products Company Shares by Retail Value 2002-2006
  • Table 58 Men' s Grooming Products Brand Shares by Retail Value 2003-2006
  • Table 59 Forecast Sales of Men' s Grooming Products by Subsector: Value 2006-2011
  • Table 60 Forecast Sales of Men' s Grooming Products by Subsector: % Value Growth 2006-2011
• ORAL HYGIENE IN GREECE
• HEADLINES
• TRENDS
• COMPETITIVE LANDSCAPE
• PROSPECTS
• SECTOR DATA
  • Table 61 Sales of Oral Hygiene by Subsector: %Value Growth 2001-2006
  • Table 62 Oral Hygiene Company Shares by Retail Value 2002-2006
  • Table 63 Oral Hygiene Brand Shares by Retail Value 2003-2006
  • Table 64 Forecast Sales of Oral Hygiene by Subsector: Value 2006-2011
  • Table 65 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2006-2011
  • Table 66 Sales of Manual and Power Toothbrushes by Type: Value 2001-2006
  • Table 67 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2001-2006
  • Table 68 Manual and Power Brush Company Shares by Retail Value 2002-2006
  • Table 69 Manual and Power Brush Brand Shares by Retail Value 2003-2006
  • Table 70 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2006-2011
  • Table 71 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2006-2011
• FRAGRANCES IN GREECE
• HEADLINES
• TRENDS
• COMPETITIVE LANDSCAPE
• PROSPECTS
• SECTOR DATA
  • Table 72 Sales of Fragrances by Subsector: Value 2001-2006
  • Table 73 Sales of Fragrances by Subsector: % Value Growth 2001-2006
  • Table 74 Fragrances Company Shares by Retail Value 2002-2006
  • Table 75 Fragrances Brand Shares by Retail Value 2003-2006
  • Table 76 Forecast Sales of Fragrances by Subsector: Value 2006-2011
  • Table 77 Forecast Sales of Fragrances by Subsector: % Value Growth 2006-2011
• SKIN CARE IN GREECE
• HEADLINES
• TRENDS
• COMPETITIVE LANDSCAPE
• PROSPECTS
• SECTOR DATA
  • Table 78 Sales of Skin Care by Subsector: Value 2001-2006
  • Table 79 Sales of Skin Care by Subsector: % Value Growth 2001-2006
  • Table 80 Sales of Facial Care by Subsector: Value 2001-2006
  • Table 81 Sales of Facial Care by Subsector: % Value Growth 2001-2006
  • Table 82 Sales of Facial Cleansers by Subsector: Value 2001-2006
  • Table 83 Sales of Facial Cleansers by Subsector: % Value Growth 2001-2006
  • Table 84 Sales of Body Care by Subsector: Value 2001-2006
  • Table 85 Sales of Body Care by Subsector: % Value Growth 2001-2006
  • Table 86 Skin Care Company Shares by Retail Value 2002-2006
  • Table 87 Skin Care Brand Shares by Retail Value 2003-2006
  • Table 88 Forecast Sales of Skin Care by Subsector: Value 2006-2011
  • Table 89 Forecast Sales of Skin Care by Subsector: % Value Growth 2006-2011
  • Table 90 Forecast Sales of Facial Care by Subsector: Value 2006-2011
  • Table 91 Forecast Sales of Facial Care by Subsector: % Value Growth 2006-2011
  • Table 92 Forecast Sales of Facial Cleansers by Subsector: Value 2006-2011
  • Table 93 Forecast Sales of Facial Cleansers by Subsector: % Value Growth 2006-2011
  • Table 94 Forecast Sales of Body Care by Subsector: Value 2006-2011
  • Table 95 Forecast Sales of Body Care by Subsector: % Value Growth 2006-2011
  • Table 96 Skin Care Premium Vs Mass % Analysis 2001-2006
  • Table 97 Skin Care Premium Brand Rankings 2006
• DEPILATORIES IN GREECE
• HEADLINES
• TRENDS
• COMPETITIVE LANDSCAPE
• PROSPECTS
• SECTOR DATA
  • Table 98 Sales of Depilatories by Subsector: Value 2001-2006
  • Table 99 Sales of Depilatories by Subsector: % Value Growth 2001-2006
  • Table 100 Depilatories Company Shares by Retail Value 2002-2006
  • Table 101 Depilatories Brand Shares by Retail Value 2003-2006
  • Table 102 Forecast Sales of Depilatories by Subsector: Value 2006-2011
  • Table 103 Forecast Sales of Depilatories by Subsector: % Value Growth 2006-2011
• SUN CARE IN GREECE
• HEADLINES
• TRENDS
• COMPETITIVE LANDSCAPE
• PROSPECTS
• SECTOR DATA
  • Table 104 Sales of Sun Care by Subsector: Value 2001-2006
  • Table 105 Sales of Sun Care by Subsector: % Value Growth 2001-2006
  • Table 106 Sun Care Company Shares by Retail Value 2002-2006
  • Table 107 Sun Care Brand Shares by Retail Value 2003-2006
  • Table 108 Forecast Sales of Sun Care by Subsector: Value 2006-2011
  • Table 109 Forecast Sales of Sun Care by Subsector: % Value Growth 2006-2011
  • Table 110 Sun Care Premium Vs Mass % Analysis 2001-2006
  • Table 111 Sun Care Premium Brand Rankings 2006