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BATH AND SHOWER IN GREECE

Euromonitor International
May 2015

BATH AND SHOWER IN GREECE

LIST OF CONTENTS AND TABLES


Headlines ..................................................................................................................................... 1
Trends .......................................................................................................................................... 1
Competitive Landscape ................................................................................................................ 2
Prospects ..................................................................................................................................... 2
Category Data .............................................................................................................................. 3
Table 1
Table 2
Table 3
Table 4
Table 5
Table 6
Table 7
Table 8
Table 9

Sales of Bath and Shower by Category: Value 2009-2014 .......................... 3


Sales of Bath and Shower by Category: % Value Growth 2009-2014 .......... 3
Sales of Bath and Shower by Premium vs Mass: % Value 2009-2014 ........ 4
NBO Company Shares of Bath and Shower: % Value 2010-2014 ............... 4
LBN Brand Shares of Bath and Shower: % Value 2011-2014...................... 5
LBN Brand Shares of Premium Bath and Shower: % Value 20112014 ............................................................................................................. 6
Forecast Sales of Bath and Shower by Category: Value 2014-2019 ........... 6
Forecast Sales of Bath and Shower by Category: % Value Growth
2014-2019 .................................................................................................... 7
Forecast Sales of Bath and Shower by Premium vs Mass: % Value
2014-2019 .................................................................................................... 7

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BATH AND SHOWER IN GREECE


HEADLINES
Bath and shower declines by 4% in 2014 in value, reaching 99 million
Consumers lose loyalty and hunt after offers
Average unit price declines for another consecutive year amidst overabundance of
promotions
Elais Unilever Hellas SA is the leader for 2014 with a 19% value share, followed closely by
Colgate-Palmolive Europe
Value sales of bath and shower are predicted to see a CAGR of 1% at constant 2014 prices,
over the forecast period, touching 102 million in 2019

TRENDS
Amidst the recession, companies continue an all-out war of promotions and discounts in bath
and shower, hindering value growth, which declines by 4% in 2014. The biggest category
within bath and shower, body wash/shower gel, has been saturated by such intense
promotions and discounting over recent years, that consumers now only buy when there is an
offer. The market is flooded with BOGOF offers and, subsequently these have lost their
appeal; promotion has been "too much" and is now considered standard. It has become a
commodity-status category and promotions alone can no longer drive volume growth. Thus,
body wash/shower gel declines in 2014 by 3% and 4% in volume and value, respectively.
When the crisis broke out, bar soap was considered to have growth potential due to being
cheaper, but intense promotions in liquid soap and shower gel put an end to this trend, and, in
fact reversed it. As a result of the fierce price war in these categories, bar soap, which is not a
promo-intensive category, saw volume and value sales decline by 10% in 2014. However,
liquid soap also saw volume and value sales decline by 4% and 3%, respectively, in 2014; it
seems that amidst the recession, liquid soap is considered by many Greek consumers as a
luxury, rather than a commodity purchase.
Within body wash, while manufacturers make a clear distinction between creamier/skin careoriented products and more aromatic ones, this distinction does not seem to be tightly
endorsed by consumers, who tend to use both types without showing a clear preference for
either one. In a characteristic launch of the former type, Colgate-Palmolive launched an
extension of its Palmolive brand, Palmolive Macadamia, which is creamier and has skin care
claims, as opposed to more aromatic variants. With respect to innovation within liquid soap,
Palmolive Magic Softness, launched at the end of 2013, was the first liquid soap in a foam
format and followed by Dettol Touch of Foam in 2014.
Within natural ingredients, Korres and Apivita remain the most prominent players, yet both
brands are seeing sales stagnate. Selective distribution via specialists and
chemists/pharmacies are a reason for both players losing momentum. The decline was
largely attributed to the eminent trend for cheaper products that drove consumers away from
chemists/pharmacies altogether, along with the fact that volume sales were partially retained
with extensive value offers for both companies.

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BATH AND SHOWER IN GREECE

COMPETITIVE LANDSCAPE
Elais Unilever retained the leading position in 2014 with a value share of over 19%. Elais
Unilever heavily invested in supporting Dove, with aggressive money-off offers, and in doing
so, Dove gained share in 2014 to reach 13%. However, this was not the case for its other
brands, such as Lux or Badedas, which saw small declines in sales. Overall, the losses were
nearly balanced by the performance of Dove, helping Unilever to maintain its share at
approximately the same levels as the previous year.
A breath behind, Colgate-Palmolive ranks second in bath and shower in 2014 with a value
share of 19%. The company witnessed slight losses both in value and volume terms on its
flagship brand Palmolive as a result of its less aggressive price policy, yet Palmolive remains
the leading brand in body wash/shower gel. Reckitt-Benckiser ranked fourth behind Johnson
& Johnson, increasing its share to almost 8%, thanks to its Dettol brand. Part of its success
can be attributed to a launch the company made in 2013, but generated sales during 2014:
Dettol Creamy, which only accepts its own special replacement cartridges. It performed well
and drove value growth for the company, despite being expensive due to its anti-bacterial
claims; claims for which consumers are willing to pay more as this trend has stayed in
consumer perception ever since the H1N1 outbreak.
Multinational brands continued to dominate the category, which favoured mass products and
leading manufacturers that could offer products priced at low levels. The most important
Greek manufacturer is Papoutsanis SA, which markets, among others, the brands Aromatics
and Natura, and benefits from its long presence in the market. Other significant domestic
players are Mega Disposables, Korres, ApiVita and Frezyderm.
Within liquid soap, Palmolive Magic Softness and Dettol Touch of Foam are the new launches
that embody the new premium trend towards the foam format. The concept is that foam does
not slip out of the users hands and claiming to be a money-saving proposal, despite having a
higher unit price. With respect to packaging, new launches come in 200-250ml packs,
whereas older products typically came in 300ml packs. Although these launches have not yet
recorded impressive sales, they do have potential, but need to be established, advertisingwise. Before the crisis, Greeks were prone to adopt every innovation that came about; now
they are more hesitant, but really innovative products can still drive value growth.
As regards advertising, the main players are Colgate-Palmolive (Palmolive, Sanex) and Elais
Unilever (Dove, Lux, Badedas). Dove and Palmolive have TV advertising; Nivea by Beiersdorf
follows, and then Johnson & Johnson with Petit Marsellais and in 2014 domestic
manufacturer Sarantis with Vidal (a very small brand) has made very dynamic TV advertising.
With respect to premium vs. mass brands, manufacturers try to boost premium sales and give
a premium image to their brands (e.g. Palmolive Macademia, Petit Marsellais, and Nivea
shower cream); although the first indications are encouraging, premium products are under
significant pressure as price becomes the key decisive factor. There is a niche of affluent
Greeks that would not trade down, yet the bulk of sales derive from mass brands.
The share of private label remained stable at 6% in 2014. Private label products could not
profit from the crisis, and neither could direct sellers. This was the outcome of discounting
becoming more aggressive in branded products, which resulted in the price gap shrinking.

PROSPECTS
The ongoing recession is the main threat for bath and shower. The category will continue to
be promo-driven, given the grim and constantly deteriorating status of the Greek economy.
Being staple products, bath and shower will show greater resilience to the crisis than most
markets in volume terms, but will not see volume growth, due to the already very high levels

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of penetration. Given that the overabundance of promotions has made many consumers
immune to offers, premiumisation and differentiation will also be employed by leading
companies in their quest for value growth. As a result, value sales will stagnate, caught
amidst the conflicting trends of premiumisation and promotions.
The biggest category, body wash/shower gel will see slight growth value-wise, with a 1%
value CAGR at constant 2014 prices, while volume cannot increase further, given the already
high penetration. Over the forecast period, the category could escape the downward spiral it
has fallen into only via innovation and premiumisation (with respect to aroma, texture, oils,
scrub) and the launch of more sophisticated formats with more benefits.
Bar soap will keep slightly declining over the early stages of the forecast period, and when
promotions in other categories, such as liquid soap, slow down or stop, it will slightly increase;
overall bar soap volume and value sales will remain stable over the forecast period. With
respect to liquid soap, volume will increase at CAGR of 1%, and value will stagnate or
marginally decline due to promotions and the recession. As it is hard to increase volume given
that penetration and frequency of use are already very high, premiumisation will be the tool
companies will employ in their attempt to drive value growth.
Private label will not be able to increase its penetration in the following years as the price gap
between branded and unbranded products squeezed as a result of discounting activities.
Multinational brands will continue to account for the bulk of sales, as they have greater
visibility and wider distribution, but also due to their power to lower prices.

CATEGORY DATA
Table 1

Sales of Bath and Shower by Category: Value 2009-2014

EUR million

Bar Soap
Bath Additives
- Bath Foam/Gel
- Bath Oil/Pearls
- Bath Salts/Powder
- Other Bath Additives
Body Wash/Shower Gel
Intimate Hygiene
- Intimate Washes
- Intimate Wipes
Liquid Soap
Talcum Powder
Bath and Shower
Source:

2009

2010

2011

2012

2013

2014

15.3
1.9
1.5
0.2
0.2
67.1
8.1
5.3
2.9
27.8
1.1
121.4

14.8
1.7
1.3
0.2
0.2
64.1
8.3
5.3
3.0
28.8
1.0
118.8

15.0
1.4
1.1
0.2
0.1
60.0
7.6
4.6
3.0
29.1
0.7
113.8

14.3
1.5
1.3
0.1
0.1
55.8
7.0
4.1
2.9
26.9
0.6
106.1

13.6
1.5
1.3
0.1
0.1
56.1
6.5
3.7
2.8
25.0
0.6
103.3

12.2
1.5
1.3
0.1
0.1
54.1
6.2
3.5
2.7
24.3
0.5
98.7

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 2

Sales of Bath and Shower by Category: % Value Growth 2009-2014

% current value growth

Bar Soap
Bath Additives
- Bath Foam/Gel

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2013/14

2009-14 CAGR

2009/14 Total

-10.3
-1.2
0.5

-4.4
-5.2
-2.7

-20.3
-23.3
-12.9

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- Bath Oil/Pearls
- Bath Salts/Powder
- Other Bath Additives
Body Wash/Shower Gel
Intimate Hygiene
- Intimate Washes
- Intimate Wipes
Liquid Soap
Talcum Powder
Bath and Shower
Source:

-11.2
-11.6
-3.6
-4.5
-5.5
-3.1
-3.0
-11.3
-4.4

-15.5
-17.2
-4.2
-5.1
-7.9
-0.8
-2.7
-14.9
-4.1

-56.9
-61.1
-19.5
-23.2
-33.7
-3.9
-12.9
-55.5
-18.7

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 3

Sales of Bath and Shower by Premium vs Mass: % Value 2009-2014

% retail value rsp

Premium
Mass
Total

2009

2010

2011

2012

2013

2014

9.1
90.9
100.0

9.3
90.7
100.0

8.7
91.3
100.0

7.3
92.8
100.0

6.9
93.1
100.0

6.7
93.3
100.0

Source:

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 4

NBO Company Shares of Bath and Shower: % Value 2010-2014

% retail value rsp


Company
Elais Unilever Hellas SA
Colgate-Palmolive
Europe Sarl
Johnson & Johnson
Hellas SA
Reckitt Benckiser
Hellas Abee
Henkel Hellas SA
Papoutsanis PD SA
Plias SA
Alfa-Beta Vassilopoulos
SA
Frezyderm SA
Beiersdorf Hellas SA
Avon Cosmetics Greece Ltd
Mega Disposables SA
Carrefour-Marinopoulos SA
ApiVita SA
Lidl Hellas & Co EE
Oriflame Hellas Ltd
GINKGO Ltd
Korres Natural Products
SA
GR Sarantis SA
Bolton Hellas SA
Omega Pharma Hellas
Teoroche SA
Minerva SA

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2010

2011

2012

2013

2014

23.5
-

19.6
-

19.6
20.0

19.6
19.5

19.4
19.3

7.0

6.5

6.5

8.1

8.8

8.3

8.5

7.7

7.2

7.5

2.8
2.9
1.7

4.7
3.4
1.9

5.7
4.9
3.8
2.1

6.3
4.6
3.8
2.1

6.0
4.8
3.4
2.2

2.5
1.8
1.8
1.6
1.5
2.5
1.0
1.9
1.5
1.1

2.3
1.7
1.8
1.7
1.6
1.8
1.2
1.9
1.3
1.0

1.9
1.9
1.9
1.9
1.8
1.6
1.4
1.6
1.0
0.9

1.9
2.0
1.9
1.9
1.7
1.5
1.3
1.3
0.9
0.8

2.1
2.0
1.8
1.8
1.7
1.5
1.3
1.1
0.9
0.8

0.5
0.4
0.7
0.7
0.6

0.5
0.4
0.6
0.5
0.5

0.6
0.6
0.6
0.5
0.4

0.7
0.6
0.5
0.5
0.3

0.7
0.6
0.5
0.4
0.3

BATH AND SHOWER IN GREECE

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Procter & Gamble Hellas


SA
Kings & Queens Ltd
Amway Hellas & Sia OE
Notos Com Holdings SA
Colgate-Palmolive
Hellas SAIC
Rilken Cosmetic
Industry SA
Sara Lee Hellas SA
Other Private Label
Others
Total
Source:

0.5

0.5

0.3

0.3

0.3

0.3
0.1
0.1
16.5

0.2
0.1
0.0
20.1

0.2
0.1
0.0
-

0.2
0.1
0.0
-

0.2
0.1
0.0
-

5.8

5.6

4.4
5.9
100.0

4.9
5.1
100.0

5.5
4.9
100.0

5.1
5.1
100.0

5.2
5.4
100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 5

LBN Brand Shares of Bath and Shower: % Value 2011-2014

% retail value rsp


Brand
Palmolive
Dove
Dettol
Fa
Le Petit Marseillais
Johnson's
Sanex
Lux
Care
Badedas
Aromatics
Frezyderm
Natura
Nivea
Aromatics
Every Day
Carrefour
Axe
Carefree
Oriflame
Karavaki
The Body Shop
Apivita
Korres
Avon Bubble Bath
Propoline
Le Chat
adidas
Neutro Roberts
Lactacyd
Palmolive

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Company
Colgate-Palmolive
Europe Sarl
Elais Unilever Hellas SA
Reckitt Benckiser
Hellas Abee
Henkel Hellas SA
Johnson & Johnson
Hellas SA
Johnson & Johnson
Hellas SA
Colgate-Palmolive
Europe Sarl
Elais Unilever Hellas SA
Alfa-Beta Vassilopoulos SA
Elais Unilever Hellas SA
Papoutsanis PD SA
Frezyderm SA
Papoutsanis PD SA
Beiersdorf Hellas SA
Plias SA
Mega Disposables SA
Carrefour-Marinopoulos SA
Elais Unilever Hellas SA
Johnson & Johnson
Hellas SA
Oriflame Hellas Ltd
Plias SA
GINKGO Ltd
ApiVita SA
Korres Natural Products SA
Avon Cosmetics Greece Ltd
ApiVita SA
Henkel Hellas SA
GR Sarantis SA
Bolton Hellas SA
Omega Pharma Hellas
Colgate-Palmolive
Hellas SAIC

2011

2012

2013

2014

16.7

16.2

16.0

10.3
8.5

11.1
7.7

12.2
7.2

12.7
7.5

2.2

4.5
2.6

5.1
3.6

5.3
3.9

2.7

2.5

3.2

3.4

3.0

3.0

3.0

3.8
1.9
3.3
2.7
2.3
1.7
1.7
2.0
1.7
1.6
1.8
1.3

3.5
2.1
2.8
2.5
1.9
2.0
1.9
2.3
1.9
1.8
1.8
1.3

3.1
2.1
2.3
2.2
1.9
1.9
2.0
2.3
1.9
1.7
1.7
1.3

2.5
2.2
2.2
2.2
2.1
2.1
2.0
2.0
1.8
1.7
1.6
1.5

1.9
0.9
1.3
1.0
1.0
0.5
0.8
0.4
0.4
0.6
16.8

1.6
1.1
1.0
0.9
0.9
0.7
0.7
1.2
0.5
0.6
0.6
-

1.3
1.1
0.9
0.8
0.8
0.8
0.7
1.1
0.6
0.6
0.5
-

1.1
1.0
0.9
0.8
0.8
0.7
0.7
0.7
0.6
0.6
0.5
-

BATH AND SHOWER IN GREECE

Fa

Passport

Rilken Cosmetic
Industry SA
Colgate-Palmolive
Hellas SAIC
Rilken Cosmetic
Industry SA

Sanex
Le Chat
Other Private Label
Others
Total
Source:

2.9

1.3

4.9
11.4
100.0

5.5
10.7
100.0

5.1
10.5
100.0

5.2
10.7
100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 6

LBN Brand Shares of Premium Bath and Shower: % Value 2011-2014

% retail value rsp


Brand
Frezyderm
Frezyderm Intim Area
Apivita
Korres
Propoline
Lactacyd Intimo
Olivia
Apivita Body Euphoria
Davidoff
bain aux plantes
Aromatherapy
Olivia
Others
Total
Source:

4.3

Company

2011

2012

2013

2014

Frezyderm SA
Frezyderm SA
ApiVita SA
Korres Natural Products SA
ApiVita SA
Omega Pharma Hellas
Papoutsanis PD SA
ApiVita SA
Notos Com Holdings SA
Notos Com Holdings SA
ApiVita SA
Plias SA

16.5
10.3
10.7
11.4
9.6
7.3
2.0
0.3
0.2
0.1
31.6
100.0

14.4
12.1
12.1
12.2
10.0
8.1
2.4
0.4
0.2
28.0
100.0

15.4
12.4
11.9
11.6
10.1
7.9
2.9
0.4
0.2
27.3
100.0

18.8
12.9
12.1
11.4
9.8
8.0
3.1
0.5
0.2
23.2
100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 7

Forecast Sales of Bath and Shower by Category: Value 2014-2019

EUR million

Bar Soap
Bath Additives
- Bath Foam/Gel
- Bath Oil/Pearls
- Bath Salts/Powder
- Other Bath Additives
Body Wash/Shower Gel
Intimate Hygiene
- Intimate Washes
- Intimate Wipes
Liquid Soap
Talcum Powder
Bath and Shower
Source:

2014

2015

2016

2017

2018

2019

12.2
1.5
1.3
0.1
0.1
54.1
6.2
3.5
2.7
24.3
0.5
98.7

11.6
1.5
1.3
0.1
0.1
53.6
6.0
3.3
2.7
23.5
0.5
96.6

11.6
1.4
1.3
0.1
0.1
53.9
5.7
3.1
2.6
23.4
0.4
96.6

11.8
1.4
1.3
0.1
0.1
54.8
5.6
3.0
2.5
23.4
0.4
97.4

12.1
1.4
1.3
0.1
0.1
56.2
5.4
2.9
2.4
23.7
0.4
99.2

12.5
1.4
1.3
0.1
0.1
58.2
5.3
2.9
2.4
24.0
0.4
101.8

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

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BATH AND SHOWER IN GREECE

Table 8

Passport

Forecast Sales of Bath and Shower by Category: % Value Growth 2014-2019

% constant value growth

Bar Soap
Bath Additives
- Bath Foam/Gel
- Bath Oil/Pearls
- Bath Salts/Powder
- Other Bath Additives
Body Wash/Shower Gel
Intimate Hygiene
- Intimate Washes
- Intimate Wipes
Liquid Soap
Talcum Powder
Bath and Shower
Source:

2014/2015

2014-19 CAGR

2014/19 TOTAL

3.5
0.6
0.9
-3.0
-2.4
3.4
-1.8
-1.2
-2.4
1.4
-2.7
2.6

0.5
-0.8
-0.1
-6.1
-6.0
1.5
-3.3
-3.7
-2.8
-0.2
-5.5
0.6

2.7
-3.8
-0.6
-26.8
-26.8
7.6
-15.5
-17.4
-13.1
-1.0
-24.8
3.1

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trade sources

Table 9

Forecast Sales of Bath and Shower by Premium vs Mass: % Value 20142019

% retail value rsp

Premium
Mass
Total
Source:

2014

2015

2016

2017

2018

2019

6.7
93.3
100.0

6.4
93.6
100.0

6.5
93.5
100.0

6.4
93.6
100.0

5.8
94.2
100.0

5.7
94.3
100.0

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

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