Boston, MA -- (SBWIRE) -- 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.

Competitive Landscape

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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Industry Prospects

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.

Report Overview

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.

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 Bath and Shower industry in Greece, our research will save you time and money while empowering you to make informed, profitable decisions.

The Bath and Shower in Greece market research report includes:

- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- 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 Bath and Shower in Greece?
- What are the major brands in Greece?
- How are sales of private label products evolving?
- What is the importance of intimate washes in the overall category context?

Reasons to Get this Report

- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats

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