TABLE OF CONTENTS
Chapter 1 Executive Summary 2
Summary market level: personal hygiene 2
Summary category level: bath & shower products 3
Summary category level: deodorants 4
Summary category level: soap 5
Chapter 2 Introduction 6
What is this report about? 6
How to use this report 6
Market definition 7
Chapter 3 Market Overview 20
Value analysis (Euro), 2003?08 20
Value analysis (Euro), 2008?13 21
Value analysis (US dollars), 2003?08 23
Value analysis (US dollars), 2008?13 23
Volume analysis, 2003?08 25
Volume analysis, 2008?13 26
Company and brand share analysis 28
Distribution analysis 32
Expenditure and consumption per capita 34
Chapter 4 Leading Company Profiles 37
Unilever 37
Procter & Gamble Company, The 39
Chapter 5 Category Analysis: Bath & shower products 41
Value analysis (Euro), 2003?08 41
Value analysis (Euro), 2008?13 42
Value analysis (US dollars), 2003?08 44
Value analysis (US dollars), 2008?13 44
Volume analysis, 2003?08 46
Volume analysis, 2008?13 47
Company and brand share analysis 49
Distribution analysis 52
Expenditure and consumption per capita 54
Chapter 6 Category Analysis: Deodorants 57
Value analysis (Euro), 2003?08 57
Value analysis (Euro), 2008?13 58
Value analysis (US dollars), 2003?08 60
Value analysis (US dollars), 2008?13 61
Volume analysis, 2003?08 63
Volume analysis, 2008?13 64
Company and brand share analysis 67
Distribution analysis 70
Expenditure and consumption per capita 72
Chapter 7 Category Analysis: Soap 78
Value analysis (Euro), 2003?08 78
Value analysis (Euro), 2008?13 79
Value analysis (US dollars), 2003?08 81
Value analysis (US dollars), 2008?13 81
Volume analysis, 2003?08 83
Volume analysis, 2008?13 84
Company and brand share analysis 86
Distribution analysis 90
Expenditure and consumption per capita 92
Chapter 8 Country Comparison 95
Value 95
Volume 99
Market share 103
Chapter 9 PESTLE Analysis 104
Summary 104
Political analysis 105
Economic analysis 109
Social analysis 113
Technological analysis 116
Legal analysis 120
Environmental analysis 124
Chapter 10 New Product Development 127
Product launches over time 127
Recent product launches 129
Chapter 11 Macroeconomic Profile 130
Macroeconomic indicators 130
Chapter 12 Research Methodology 135
Methodology overview 135
Secondary research 136
Market modeling 137
Creating an initial data model 137
Revising the initial data model 137
Creating a final estimate 138
Creating demographic value splits 138
Primary research 138
Data finalization 139
Ongoing research 139
Chapter 13 APPENDIX 140
Future readings 140
How to contact experts in your industry 140
Disclaimer 140
LIST OF FIGURES
Figure 1: Greece personal hygiene value and value forecast, 2003?13 (€m, nominal prices) 22
Figure 2: Greece personal hygiene category growth comparison, by value, 2003?13 24
Figure 3: Greece personal hygiene volume and volume forecast, 2003?13 (units, million) 27
Figure 4: Greece personal hygiene category growth comparison, by volume, 2003?13 27
Figure 5: Greece personal hygiene company share, by value, 2007?08 (%) 30
Figure 6: Greece personal hygiene distribution channels, by value, 2007?08 (%) 33
Figure 7: Greece bath & shower products value and value forecast, 2003?13 (€m, nominal prices) 43
Figure 8: Greece bath & shower products category growth comparison, by value, 2003?13 45
Figure 9: Greece bath & shower products volume and volume forecast, 2003?13 (units, million) 48
Figure 10: Greece bath & shower products category growth comparison, by volume, 2003?13 48
Figure 11: Greece bath & shower products company share, by value, 2007?08 (%) 50
Figure 12: Greece bath & shower products distribution channels, by value, 2007?08 (%) 53
Figure 13: Greece deodorants value and value forecast, 2003?13 (€m, nominal prices) 59
Figure 14: Greece deodorants category growth comparison, by value, 2003?13 62
Figure 15: Greece deodorants volume and volume forecast, 2003?13 (units, million) 65
Figure 16: Greece deodorants category growth comparison, by volume, 2003?13 66
Figure 17: Greece deodorants company share, by value, 2007?08 (%) 68
Figure 18: Greece deodorants distribution channels, by value, 2007?08 (%) 71
Figure 19: Greece soap value and value forecast, 2003?13 (€m, nominal prices) 80
Figure 20: Greece soap category growth comparison, by value, 2003?13 82
Figure 21: Greece soap volume and volume forecast, 2003?13 (units, million) 85
Figure 22: Greece soap category growth comparison, by volume, 2003?13 85
Figure 23: Greece soap company share, by value, 2007?08 (%) 88
Figure 24: Greece soap distribution channels, by value, 2007?08 (%) 91
Figure 25: Global personal hygiene market split (value terms, 2008), top five countries 96
Figure 26: Global personal hygiene market value, 2003–08, top five countries 98
Figure 27: Global personal hygiene market split (volume terms, 2008), top five countries 100
Figure 28: Global personal hygiene market volume, 2003–08, top five countries 102
Figure 29: Annual data review process 136
LIST OF TABLES
Table 1: Personal hygiene category definitions 8
Table 2: Personal hygiene distribution channels 9
Table 3: Greece personal hygiene value, 2003?08 (€m, nominal prices) 20
Table 4: Greece personal hygiene value forecast, 2008?13 (€m, nominal prices) 21
Table 5: Greece personal hygiene value, 2003?08 ($m, nominal prices) 23
Table 6: Greece personal hygiene value forecast, 2008?13 ($m, nominal prices) 23
Table 7: Greece personal hygiene volume, 2003?08 (units, million) 25
Table 8: Greece personal hygiene volume forecast, 2008?13 (units, million) 26
Table 9: Greece personal hygiene brand share, by value, 2007?08 (%) 28
Table 10: Greece personal hygiene value, by brand 2007?08 (€m, nominal prices) 29
Table 11: Greece personal hygiene company share by value, 2007?08 (%) 31
Table 12: Greece personal hygiene value, by company, 2007?08 (€m, nominal prices) 31
Table 13: Greece personal hygiene distribution channels, by value, 2007?08 (%) 32
Table 14: Greece personal hygiene value, by distribution channel, 2007?08 (€m, nominal prices) 32
Table 15: Greece personal hygiene expenditure per capita, 2003?08 (€, nominal prices) 34
Table 16: Greece personal hygiene forecast expenditure per capita, 2008?13 (€, nominal prices) 34
Table 17: Greece personal hygiene expenditure per capita, 2003?08 ($, nominal prices) 35
Table 18: Greece personal hygiene forecast expenditure per capita, 2008?13 ($, nominal prices) 35
Table 19: Greece personal hygiene consumption per capita, 2003?08 (units) 36
Table 20: Greece personal hygiene forecast consumption per capita, 2008?13 (units) 36
Table 21: Unilever key facts 37
Table 22: Procter & Gamble Company, The key facts 39
Table 23: Greece bath & shower products value, 2003?08 (€m, nominal prices) 41
Table 24: Greece bath & shower products value forecast, 2008?13 (€m, nominal prices) 42
Table 25: Greece bath & shower products value, 2003?08 ($m, nominal prices) 44
Table 26: Greece bath & shower products value forecast, 2008?13 ($m, nominal prices) 44
Table 27: Greece bath & shower products volume, 2003?08 (units, million) 46
Table 28: Greece bath & shower products volume forecast, 2008?13 (units, million) 47
Table 29: Greece bath & shower products brand share, by value, 2007?08 (%) 49
Table 30: Greece bath & shower products value, by brand 2007?08 (€m, nominal prices) 49
Table 31: Greece bath & shower products company share by value, 2007?08 (%) 51
Table 32: Greece bath & shower products value, by company, 2007?08 (€m, nominal prices) 51
Table 33: Greece bath & shower products distribution channels, by value, 2007?08 (%) 52
Table 34: Greece bath & shower products value, by distribution channel, 2007?08 (€m, nominal prices) 52
Table 35: Greece bath & shower products expenditure per capita, 2003?08 (€, nominal prices) 54
Table 36: Greece bath & shower products forecast expenditure per capita, 2008?13 (€, nominal prices) 54
Table 37: Greece bath & shower products expenditure per capita, 2003?08 ($, nominal prices) 55
Table 38: Greece bath & shower products forecast expenditure per capita, 2008?13 ($, nominal prices) 55
Table 39: Greece bath & shower products consumption per capita, 2003?08 (units) 56
Table 40: Greece bath & shower products forecast consumption per capita, 2008?13 (units) 56
Table 41: Greece deodorants value, 2003?08 (€m, nominal prices) 57
Table 42: Greece deodorants value forecast, 2008?13 (€m, nominal prices) 58
Table 43: Greece deodorants value, 2003?08 ($m, nominal prices) 60
Table 44: Greece deodorants value forecast, 2008?13 ($m, nominal prices) 61
Table 45: Greece deodorants volume, 2003?08 (units, million) 63
Table 46: Greece deodorants volume forecast, 2008?13 (units, million) 64
Table 47: Greece deodorants brand share, by value, 2007?08 (%) 67
Table 48: Greece deodorants value, by brand 2007?08 (€m, nominal prices) 67
Table 49: Greece deodorants company share by value, 2007?08 (%) 69
Table 50: Greece deodorants value, by company, 2007?08 (€m, nominal prices) 69
Table 51: Greece deodorants distribution channels, by value, 2007?08 (%) 70
Table 52: Greece deodorants value, by distribution channel, 2007?08 (€m, nominal prices) 70
Table 53: Greece deodorants expenditure per capita, 2003?08 (€, nominal prices) 72
Table 54: Greece deodorants forecast expenditure per capita, 2008?13 (€, nominal prices) 73
Table 55: Greece deodorants expenditure per capita, 2003?08 ($, nominal prices) 74
Table 56: Greece deodorants forecast expenditure per capita, 2008?13 ($, nominal prices) 75
Table 57: Greece deodorants consumption per capita, 2003?08 (units) 76
Table 58: Greece deodorants forecast consumption per capita, 2008?13 (units) 77
Table 59: Greece soap value, 2003?08 (€m, nominal prices) 78
Table 60: Greece soap value forecast, 2008?13 (€m, nominal prices) 79
Table 61: Greece soap value, 2003?08 ($m, nominal prices) 81
Table 62: Greece soap value forecast, 2008?13 ($m, nominal prices) 81
Table 63: Greece soap volume, 2003?08 (units, million) 83
Table 64: Greece soap volume forecast, 2008?13 (units, million) 84
Table 65: Greece soap brand share, by value, 2007?08 (%) 86
Table 66: Greece soap value, by brand 2007?08 (€m, nominal prices) 87
Table 67: Greece soap company share by value, 2007?08 (%) 89
Table 68: Greece soap value, by company, 2007?08 (€m, nominal prices) 89
Table 69: Greece soap distribution channels, by value, 2007?08 (%) 90
Table 70: Greece soap value, by distribution channel, 2007?08 (€m, nominal prices) 90
Table 71: Greece soap expenditure per capita, 2003?08 (€, nominal prices) 92
Table 72: Greece soap forecast expenditure per capita, 2008?13 (€, nominal prices) 92
Table 73: Greece soap expenditure per capita, 2003?08 ($, nominal prices) 93
Table 74: Greece soap forecast expenditure per capita, 2008?13 ($, nominal prices) 93
Table 75: Greece soap consumption per capita, 2003?08 (units) 94
Table 76: Greece soap forecast consumption per capita, 2008?13 (units) 94
Table 77: Global personal hygiene market value, 2008 95
Table 78: Global personal hygiene market split (value terms ($m), 2008), top five countries 98
Table 79: Global personal hygiene market volume, 2008 99
Table 80: Global personal hygiene market split (volume terms, 2008), top five countries 102
Table 81: Leading players, top five countries 103
Table 82: Analysis of Greece’s political landscape 105
Table 83: Analysis of Greece’s economy 109
Table 84: Analysis of Greece’s social system 113
Table 85: Analysis of Greece’s technology landscape 116
Table 86: Hourly labor cost in EU countries (in Euros) 117
Table 87: Patents granted by USPTO 119
Table 88: Analysis of Greece’s legal landscape 120
Table 89: Analysis of Greece’s environmental landscape 124
Table 90: Greece personal hygiene new product launches reports, by company (top five companies), 2008 127
Table 91: Greece personal hygiene new product launches SKUs, by company (top five companies), 2008 127
Table 92: Greece personal hygiene new product launches (reports), by flavor and fragrances (top 10 flavors), 2008 128
Table 93: Greece personal hygiene new product launches (reports), by ingredients (top 10 ingredients), 2008 128
Table 94: Greece personal hygiene new product launches (reports), by package tags or claims, 2008 129
Table 95: Greece personal hygiene new product launches (reports) - Recent five launches (2008) 129
Table 96: Greece population, by age group, 2003?08 (millions) 130
Table 97: Greece population forecast, by age group, 2008?13 (millions) 131
Table 98: Greece population, by gender, 2003?08 (millions) 131
Table 99: Greece population forecast, by gender, 2008?13 (millions) 132
Table 100: Greece nominal GDP, 2003?08 (€bn, nominal prices) 132
Table 101: Greece nominal GDP forecast, 2008?13 (€bn, nominal prices) 132
Table 102: Greece real GDP, 2003?08 (€bn, 2000 prices) 133
Table 103: Greece real GDP forecast, 2008?13 (€bn, 2000 prices) 133
Table 104: Greece real GDP, 2003?08 ($bn, 2000 prices) 133
Table 105: Greece real GDP forecast, 2008?13 ($bn, 2000 prices) 134
Table 106: Greece consumer price index, 2003?08 (2000=100) 134
Table 107: Greece consumer price index, 2008?13 (2000=100) 134
