Boston, MA -- (ReleaseWire) -- 06/17/2014 -- Amidst the recession, price wars are becoming more prominent in bath and shower, hindering value growth. Whereas products like shower gel have commodity status, hence managing to secure positive volume growth, value sales are a hit by the fact that price offs and BOGOF deals are ever more common. As a result, brand loyalty is severely harmed, consumers simply opt for the brand with the most lucrative promotion and forget about brand name.
Elais-Unilever retained the leading position with a 20% value share. Elais-Unilever heavily invested in supporting Dove this year, with aggressive money off offers, and in doing so, Dove gained market share in 2013 to reach 13%. However, by neglecting its other brands, such as Lux or Badedas, the company saw losses in sales. Overall, the losses were balanced by the performance of Dove, helping Unilever to maintain its share at approximately the same levels as the previous year.
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Bath and shower 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 categories in volume terms, yet sales will continue to decline in value as a result of promotional activities.
Discover the latest market trends and uncover sources of future market growth for the Bath and Shower industry in Greece with research from Euromonitor's team of in-country analysts.
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The Bath and Shower in Greece market research report includes:
- Analysis of key supply-side and demand trends
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Our market research reports answer questions such as:
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