Boston, MA -- (ReleaseWire) -- 06/17/2014 -- Amidst yet another year of recession, hair care was increasingly dominated by offers and promotions, coupled by a consumer shift away from salons and towards supermarkets - and pharmacies, even for products like colourants. With discounts up to 40% or 50% off, and BOGOF offers being all the more frequent, volume growth turned out positive in the key categories of standard shampoos and conditioners - which are anyway, considered staples. In both standard shampoos and conditioners, key trends during 2013 revolved around products with Keratine (such as Keratinology by Sunsilk and Elvive, Gliss, Syoss) and dry oils.
Procter & Gamble ranked first in Greece, holding a 23% value share in 2013. Procter & Gamble's strength derives from the performance of the brand Pantene in shampoos and conditioners, ranked first by claiming 9% of total sales in overall hair care. The company also has a strong presence in colourants with the brand Koleston and in styling agents with Wellaflex. The success of Procter & Gamble's hair care range is in part due to intense promotions (especially with regard to Pantene), product diversification, marketing campaigns and heavy advertising.
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Over the forecast period, key trends will revolve around increasingly specialised products and innovation, along with the central issue of pricing, as the recession is far from over. Thus, value-for-money trends are expected to be eminent along with the growing trend towards at-home "expert care". Due to consumers facing low disposable incomes, promotional offers will remain the order of the day. Innovation, even in terms of re-launches or new packaging, will continue, given that demand is highly linked to new product developments, and innovation and product diversification will remain important forces against saturation.
Discover the latest market trends and uncover sources of future market growth for the Hair 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 Hair Care industry in Greece, our research will save you time and money while empowering you to make informed, profitable decisions.
The Hair Care 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
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