发布时间：2008.7

摘要

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
Cosmetics and toiletries speed up in 2007

Contemporary lifestyles and modern role models are key factors that set in motion the market and determine growth rates. Demand for convenience and luxury, along with the desire to maintain a youthful appearance, represent sizeable drivers for the cosmetics and toiletries market in Greece, and seem to underpin every trend in every niche. Greeks augmented their total demand in 2007, leading to overall market growth of 4% in current value terms. The categories and products that have actually benefited are those which correspond to the need for comfort and lavishness, and/or those which can make one a person look younger and more confident.

Consumers demand reassurance

Faced with a continuous stream of health alerts and growing fears regarding the environment, consumers are seeking reassurance from their cosmetics and toiletries as much as from their food and drink products. Greeks are increasingly looking for purified and natural products, and are becoming very selective regarding what they trust to apply to their bodies and faces. Furthermore, they are being very picky regarding the products they buy for their babies. In this light, sun care also attracted lots of attention in 2007, and products with SPF indicators started to appear in alternative areas of the cosmetics and toiletries market such as skin care, hair care and colour cosmetics.

Pharmacy brands going mainstream

Feelings for reassurance are manifesting themselves in the desire for products and brands that offer greater reliance on their ingredients. Traffic through chemists/pharmacies increased in 2007 as consumers increased demand for cosmeceuticals and more pseudo-medical brands. Leading pharmacy brands Vichy and RoC further enhanced their value share in 2007, as did all-natural pharmacy brand Korres. Developments indicate that pharmacy brands are to increase their growth rate even more in the near future and expand to less ordinary categories such as colour cosmetics or bath and shower products.

Supermarkets lose ground

Supermarkets/hypermarkets continued to lose ground to perfumeries and pharmacies in terms of value share, despite their growing share in volume terms. Consumers have been increasing their visits to supermarkets and grocery retailers when in need of convenience. However, they have started to shift towards pharmacies and perfumeries when looking for quality or assistance in buying. Premium products cannot be found in grocery stores, while at the same time mass products are usually over-priced in pharmacies, and that naturally benefits perfumeries, which increased their range of both mass and premium offerings.

2007 fires expected to awake Greeks’ environmental concerns

Greek consumers are not traditionally known for their environmental concerns. However, the catastrophic fires that swept the country during the summer of 2007 seem to have awakened some concerns. This could drive manufacturers into repositioning their brands in order to attract new ethical consumers. Environmental claims on cosmetics and toiletries remain very constrained, yet brand owners may be forced to adopt a more “green” image in future. Consumers are expected to respond positively to recycling packaging, environmentally friendly materials and “natural” products. Consumers increasingly care about the origins of their products, providing manufacturers with an additional dimension with which to distinguish themselves.

目录及图表

COSMETICS AND TOILETRIES IN GREECE : MARKET INSIGHT

EXECUTIVE SUMMARY

Cosmetics and toiletries speed up in 2007

Consumers demand reassurance

Pharmacy brands going mainstream

Supermarkets lose ground

2007 fires expected to awake Greeks’ environmental concerns

KEY TRENDS AND DEVELOPMENTS

The quest for luxury

Extended summer drives sales of cosmetics and toiletries

Market consolidation: brand loyalty contributes to growth

Teen power drives manufacturers to further specialisation

Agelessness a key factor behind most purchases

MARKET DATA

Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2002-2007

Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2002-2007

Table 3 Sales of Premium Cosmetics by Sector: Value 2002-2007

Table 4 Sales of Premium Cosmetics by Sector: % Value Growth 2002-2007

Table 5 Cosmetics and Toiletries Company Shares by NBO Retail Value 2003-2007

Table 6 Cosmetics and Toiletries Company Shares by GBO Retail Value 2003-2007

Table 7 Cosmetics and Toiletries Brand Shares by Retail Value 2004-2007

Table 8 Penetration of Private Label by Sector by Retail Value 2002-2007

Table 9 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2002-2007

Table 10 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2007

Table 11 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2007-2012

Table 12 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2007-2012

Table 13 Forecast Sales of Premium Cosmetics by Sector: Value 2007-2012

Table 14 Forecast Sales of Premium Cosmetics by Sector: % Value Growth 2007-2012

APPENDIX

Gift Sets

DEFINITIONS

Summary 1 Research Sources

LOCAL COMPANY PROFILES - GREECE

APIVITA SA - COSMETICS AND TOILETRIES - GREECE

STRATEGIC DIRECTION

KEY FACTS

Summary 2 ApiVita SA: Key Facts

Summary 3 ApiVita SA: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 4 ApiVita SA: Competitive Position 2007

GEROLYMATOS SA - COSMETICS AND TOILETRIES - GREECE

STRATEGIC DIRECTION

KEY FACTS

Summary 5 Gerolymatos SA: Key Facts

Summary 6 Gerolymatos SA: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 7 Gerolymatos SA: Competitive Position 2007

KORRES NATURAL PRODUCTS SA - COSMETICS AND TOILETRIES - GREECE

STRATEGIC DIRECTION

KEY FACTS

Summary 8 Korres Natural Products SA: Key Facts

Summary 9 Korres Natural Products SA: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 10 Korres Natural Products SA: Competitive Position 2007

NOTOS COM HOLDINGS SA - COSMETICS AND TOILETRIES - GREECE

STRATEGIC DIRECTION

KEY FACTS

Summary 11 Notos Com Holdings SA: Key Facts

Summary 12 Notos Com Holdings SA: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 13 Notos Com Holdings SA: Competitive Position 2007

SARANTIS SA, GR - COSMETICS AND TOILETRIES - GREECE

STRATEGIC DIRECTION

KEY FACTS

Summary 14 Gr Sarantis SA: Key Facts

Summary 15 Gr Sarantis SA: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 16 Gr Sarantis SA: Competitive Position 2007

BABY CARE IN GREECE

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 15 Sales of Baby Care by Subsector: Value 2002-2007

Table 16 Sales of Baby Care by Subsector: % Value Growth 2002-2007

Table 17 Baby Care Premium Vs Mass % Analysis 2002-2007

Table 18 Baby Care Company Shares by Retail Value 2003-2007

Table 19 Baby Care Brand Shares by Retail Value 2004-2007

Table 20 Baby Care Premium Brand Shares 2007

Table 21 Forecast Sales of Baby Care by Subsector: Value 2007-2012

Table 22 Forecast Sales of Baby Care by Subsector: % Value Growth 2007-2012

Table 23 Forecast Baby Care Premium Vs Mass % Analysis 2007-2012

BATH AND SHOWER PRODUCTS IN GREECE

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 24 Sales of Bath and Shower Products by Subsector: Value 2002-2007

Table 25 Sales of Bath and Shower Products by Subsector: % Value Growth 2002-2007

Table 26 Bath and Shower Products Premium Vs Mass % Analysis 2002-2007

Table 27 Bath and Shower Products Company Shares by Retail Value 2003-2007

Table 28 Bath and Shower Products Brand Shares by Retail Value 2004-2007

Table 29 Bath and Shower Products Premium Brand Shares 2007

Table 30 Forecast Sales of Bath and Shower Products by Subsector: Value 2007-2012

Table 31 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2007-2012

Table 32 Forecast Bath and Shower Products Premium Vs Mass % Analysis 2007-2012

DEODORANTS IN GREECE

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 33 Sales of Deodorants by Subsector: Value 2002-2007

Table 34 Sales of Deodorants by Subsector: % Value Growth 2002-2007

Table 35 Deodorants Premium Vs Mass % Analysis 2002-2007

Table 36 Deodorants Company Shares by Retail Value 2003-2007

Table 37 Deodorants Brand Shares by Retail Value 2004-2007

Table 38 Deodorants Premium Brand Shares 2007

Table 39 Forecast Sales of Deodorants by Subsector: Value 2007-2012

Table 40 Forecast Sales of Deodorants by Subsector: % Value Growth 2007-2012

Table 41 Forecast Deodorants Premium Vs Mass % Analysis 2007-2012

SECTOR DATA

Table 42 Sales of Hair Care by Subsector: Value 2002-2007

Table 43 Sales of Hair Care by Subsector: % Value Growth 2002-2007

Table 44 Hair Care Premium Vs Mass % Analysis 2002-2007

Table 45 Hair Care Company Shares by Retail Value 2003-2007

Table 46 Hair Care Brand Shares by Retail Value 2004-2007

Table 47 Styling Agents Brand Shares by Retail Value 2004-2007

Table 48 Salon Hair Care Company Shares by Retail Value 2003-2007

Table 49 Salon Hair Care Brand Shares by Retail Value 2004-2007

Table 50 Hair Care Premium Brand Shares 2007

Table 51 Forecast Sales of Hair Care by Subsector: Value 2007-2012

Table 52 Forecast Sales of Hair Care by Subsector: % Value Growth 2007-2012

Table 53 Forecast Hair Care Premium Vs Mass % Analysis 2007-2012

HAIR CARE IN GREECE

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 54 Sales of Hair Care by Subsector: Value 2002-2007

Table 55 Sales of Hair Care by Subsector: % Value Growth 2002-2007

Table 56 Retail Sales of Styling Agents by Type 2003-2007

Table 57 Hair Care Premium Vs Mass % Analysis 2002-2007

Table 58 Hair Care Company Shares by Retail Value 2003-2007

Table 59 Hair Care Brand Shares by Retail Value 2004-2007

Table 60 Styling Agents Brand Shares by Retail Value 2004-2007

Table 61 Salon Hair Care Company Shares by Retail Value 2003-2007

Table 62 Salon Hair Care Brand Shares by Retail Value 2004-2007

Table 63 Hair Care Premium Brand Shares 2007

Table 64 Forecast Sales of Hair Care by Subsector: Value 2007-2012

Table 65 Forecast Sales of Hair Care by Subsector: % Value Growth 2007-2012

Table 66 Forecast Hair Care Premium Vs Mass % Analysis 2007-2012

COLOUR COSMETICS IN GREECE

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 67 Sales of Colour Cosmetics by Subsector: Value 2002-2007

Table 68 Sales of Colour Cosmetics by Subsector: % Value Growth 2002-2007

Table 69 Colour Cosmetics Premium Vs Mass % Analysis 2002-2007

Table 70 Colour Cosmetics Company Shares by Retail Value 2003-2007

Table 71 Colour Cosmetics Brand Shares by Retail Value 2004-2007

Table 72 Colour Cosmetics Premium Brand Shares 2007

Table 73 Forecast Sales of Colour Cosmetics by Subsector: Value 2007-2012

Table 74 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2007-2012

Table 75 Forecast Colour Cosmetics Premium Vs Mass % Analysis 2007-2012

MEN'S GROOMING PRODUCTS IN GREECE

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 76 Sales of Men's Grooming Products by Subsector: Value 2002-2007

Table 77 Sales of Men's Grooming Products by Subsector: % Value Growth 2002-2007

Table 78 Sales of Men's Razors and Blades by Type 2005-2007

Table 79 Retail Sales of Electric Shavers 2003-2007

Table 80 Men's Grooming Products Company Shares by Retail Value 2003-2007

Table 81 Men's Grooming Products Brand Shares by Retail Value 2004-2007

Table 82 Forecast Sales of Men's Grooming Products by Subsector: Value 2007-2012

Table 83 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2007-2012

ORAL HYGIENE IN GREECE

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 84 Sales of Oral Hygiene by Subsector: Value 2002-2007

Table 85 Sales of Oral Hygiene by Subsector: % Value Growth 2002-2007

Table 86 Sales of Manual and Power Toothbrushes by Type: Value 2002-2007

Table 87 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2002-2007

Table 88 Oral Hygiene Company Shares by Retail Value 2003-2007

Table 89 Oral Hygiene Brand Shares by Retail Value 2004-2007

Table 90 Forecast Sales of Oral Hygiene by Subsector: Value 2007-2012

Table 91 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2007-2012

Table 92 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2007-2012

Table 93 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2007-2012

FRAGRANCES IN GREECE

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 94 Sales of Fragrances by Subsector: Value 2002-2007

Table 95 Sales of Fragrances by Subsector: % Value Growth 2002-2007

Table 96 Fragrances Premium Vs Mass % Analysis 2002-2007

Table 97 Fragrances Company Shares by Retail Value 2003-2007

Table 98 Fragrances Brand Shares by Retail Value 2004-2007

Table 99 Forecast Sales of Fragrances by Subsector: Value 2007-2012

Table 100 Forecast Sales of Fragrances by Subsector: % Value Growth 2007-2012

Table 101 Forecsast Fragrances Premium Vs Mass % Analysis 2007-2012

SKIN CARE IN GREECE

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 102 Sales of Skin Care by Subsector: Value 2002-2007

Table 103 Sales of Skin Care by Subsector: % Value Growth 2002-2007

Table 104 Skin Care Premium Vs Mass % Analysis 2002-2007

Table 105 Skin Care Company Shares by Retail Value 2003-2007

Table 106 Skin Care Brand Shares by Retail Value 2004-2007

Table 107 Skin Care Premium Brand Shares 2007

Table 108 Forecast Sales of Skin Care by Subsector: Value 2007-2012

Table 109 Forecast Sales of Skin Care by Subsector: % Value Growth 2007-2012

Table 110 Forecast Skin Care Premium Vs Mass % Analysis 2007-2012

DEPILATORIES IN GREECE

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 111 Sales of Depilatories by Subsector: Value 2002-2007

Table 112 Sales of Depilatories by Subsector: % Value Growth 2002-2007

Table 113 Depilatories Company Shares by Retail Value 2003-2007

Table 114 Depilatories Brand Shares by Retail Value 2004-2007

Table 115 Forecast Sales of Depilatories by Subsector: Value 2007-2012

Table 116 Forecast Sales of Depilatories by Subsector: % Value Growth 2007-2012

SUN CARE IN GREECE

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 117 Retail Sales of Sun Protection by Factor: % Analysis 2003-2007

Table 118 Retail Sales of Sun Protection by Formulation: % Analysis 2003-2007

Table 119 Sales of Sun Care by Subsector: Value 2002-2007

Table 120 Sales of Sun Care by Subsector: % Value Growth 2002-2007

Table 121 Sun Care Premium Vs Mass % Analysis 2002-2007

Table 122 Sun Care Company Shares by Retail Value 2003-2007

Table 123 Sun Care Brand Shares by Retail Value 2004-2007

Table 124 Sun Care Premium Brand Shares 2007

Table 125 Forecast Sales of Sun Care by Subsector: Value 2007-2012

Table 126 Forecast Sales of Sun Care by Subsector: % Value Growth 2007-2012

Table 127 Forecast Sun Care Premium Vs Mass % Analysis 2007-2012