(MENAFNEditorial)
Manufacturers invested heavily in the toilet care category in 2014 with ITBs being the key focus area. Multi-purpose ITBs were under the spotlight of developments. Duck and Bref introduced new ITBs that claim to have multiple properties such as disinfecting eliminating odours cleaning and so on. Despite the higher selling price of these ITBs consumer response was positive given that the products were perceived to offer better value for money by substituting bleach and toilet liquids combining all functions in one product.
Competitive Landscape
The domestic company GR Sarantis was the category leader in 2014 with a 22% retail value share followed by Reckitt Benckiser with 18% and SC Johnson & Son with a value share of 17%. GR Sarantis’ leadership derived from the value for money position of its Afroso brand which although it does not feature any high-edge technology recorded an increase in its value share due to its competitive price. SC Johnson & Son marketed Duck which was the second best-selling brand in toilet care in 2014 with a 17% value share. Harpic by Reckitt ranked third with a 17% share having lost three percentage points over the previous year.
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Industry Prospects
Euromonitor International estimates that multi-purpose ITBs will be the key driver for growth in toilet care over the forecast period. More products with multiple claims are set to be introduced over the period and gradually such products are expected to replace the use of additional products for toilet hygiene. Their impact is set to be severe on the sales of toilet liquids while industry experts expect that their effect will also be significant upon bleach which traditionally was the most commonly used product for toilet hygiene.
Report Overview
Discover the latest market trends and uncover sources of future market growth for the Toilet Care industry in Greece with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available understand competitive threats with our detailed market analysis and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Toilet Care industry in Greece our research will save you time and money while empowering you to make informed profitable decisions.
The Toilet Care in Greece market research report includes:
* Analysis of key supply-side and demand trends
* Historic volumes and values company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology conducted in-country
Our market research reports answer questions such as:
* What is the market size of Toilet Care in Greece?
* What are the major brands in Greece?
* What are the future prospects for the toilet care products?
* What are the key new product launches in the toilet care products?
Reasons to Get this Report
* Gain competitive intelligence about market leaders
* Track key industry trends opportunities and threats
* Inform your marketing brand strategy and market development sales and supply functions
Report Table of Contents:
TOILET CARE IN GREECE
Euromonitor International
March 2015
LIST OF CONTENTS AND TABLES
Headlines
Trends
Competitive Landscape
Prospects
Category Data
Table 1 Sales of Toilet Care by Category: Value 2009-2014
Table 2 Sales of Toilet Care by Category: % Value Growth 2009-2014
Table 3 NBO Company Shares of Toilet Care: % Value 2010-2014
Table 4 LBN Brand Shares of Toilet Care: % Value 2011-2014
Table 5 Forecast Sales of Toilet Care by Category: Value 2014-2019
Table 6 Forecast Sales of Toilet Care by Category: % Value Growth 2014-2019
Eureka Hellas SA in Home Care (greece)
Strategic Direction
Key Facts
Summary 1 Eureka Hellas SA: Key Facts
Summary 2 Eureka Hellas SA: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 3 Eureka Hellas SA: Competitive Position 2014
Gr Sarantis SA in Home Care (greece)
Strategic Direction
Key Facts
Summary 4 GR Sarantis SA: Key Facts
Summary 5 GR Sarantis SA: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 6 Sarantis SA: Competitive Position 2014
Procter & Gamble Hellas SA in Home Care (greece)
Strategic Direction
Key Facts
Summary 7 Procter & Gamble Hellas SA: Key Facts
Summary 8 Procter & Gamble Hellas SA: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 9 Procter & Gamble Hellas SA: Competitive Position 2014
Unilever Hellas SA in Home Care (greece)
Strategic Direction
Key Facts
Summary 10 Unilever Hellas SA: Key Facts
Summary 11 Unilever Hellas SA: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 12 Unilever Hellas SA: Competitive Position 2014
Executive Summary
Home Care Continues To Record Negative Growth
Financially-strapped Consumers Rationalise Their Purchases
Private Label Growth Hindered by Promotional Activities for Branded Products
Hypermarkets Continues To Lose Share in 2014
Home Care Set To Attract High Investment Over the Forecast Period
Key Trends and Developments
Aggressive Discounting Restricts Value Growth
Migration To Private Label Slows
Multi-purpose Products Are To the Forefront of Development
Market Indicators
Table 7 Households 2009-2014
Market Data
Table 8 Sales of Home Care by Category: Value 2009-2014
Table 9 Sales of Home Care by Category: % Value Growth 2009-2014
Table 10 NBO Company Shares of Home Care: % Value 2010-2014
Table 11 LBN Brand Shares of Home Care: % Value 2011-2014
Table 12 Penetration of Private Label in Home Care by Category: % Value 2009-2014
Table 13 Distribution of Home Care by Format: % Value 2009-2014
Table 14 Distribution of Home Care by Format and Category: % Value 2014
Table 15 Forecast Sales of Home Care by Category: Value 2014-2019
Table 16 Forecast Sales of Home Care by Category: % Value Growth 2014-2019
Definitions
Sources
Summary 13 Research Sources
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