Consumer Appliances in Greece
Euromonitor International
January 2021

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
COVID-19 impact on consumer appliances
COVID-19 country impact
Company response
Retailing shift
What next for consumer appliances?
MARKET INDICATORS
Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2015-2020
Table 2 Replacement Cycles of Consumer Appliances by Category 2015-2020
Table 3 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2020-2025
Table 4 Forecast Replacement Cycles of Consumer Appliances by Category 2020-2025
MARKET DATA
Table 5 Sales of Consumer Appliances by Category: Volume 2015-2020
Table 6 Sales of Consumer Appliances by Category: Value 2015-2020
Table 7 Sales of Consumer Appliances by Category: % Volume Growth 2015-2020
Table 8 Sales of Consumer Appliances by Category: % Value Growth 2015-2020
Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2015-2020
Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2015-2020
Table 11 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2015-2020
Table 12 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2015-2020
Table 13 Sales of Small Appliances by Category: Volume 2015-2020
Table 14 Sales of Small Appliances by Category: Value 2015-2020
Table 15 Sales of Small Appliances by Category: % Volume Growth 2015-2020
Table 16 Sales of Small Appliances by Category: % Value Growth 2015-2020
Table 17 NBO Company Shares of Major Appliances: % Volume 2016-2020
Table 18 LBN Brand Shares of Major Appliances: % Volume 2017-2020
Table 19 NBO Company Shares of Small Appliances: % Volume 2016-2020
Table 20 LBN Brand Shares of Small Appliances: % Volume 2017-2020
Table 21 Distribution of Major Appliances by Format: % Volume 2015-2020
Table 22 Distribution of Small Appliances by Format: % Volume 2015-2020
Table 23 Forecast Sales of Consumer Appliances by Category: Volume 2020-2025
Table 24 Forecast Sales of Consumer Appliances by Category: Value 2020-2025
Table 25 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2020-2025
Table 26 Forecast Sales of Consumer Appliances by Category: % Value Growth 2020-2025
Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2020-2025
Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2020-2025
Table 29 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2020-2025
Table 30 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2020-2025
Table 31 Forecast Sales of Small Appliances by Category: Volume 2020-2025
Table 32 Forecast Sales of Small Appliances by Category: Value 2020-2025
Table 33 Forecast Sales of Small Appliances by Category: % Volume Growth 2020-2025
Table 34 Forecast Sales of Small Appliances by Category: % Value Growth 2020-2025
DISCLAIMER
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
SOURCES
Summary 1 Research Sources
KEY DATA FINDINGS
2020 IMPACT
Lack of refurbishments leads to declining demand for built-in refrigeration appliances
Stockpiling trend drives demand for freestanding freezers as consumers want more freezer space in their homes during lockdown
Second-ranked player LG offers consumers larger capacity spaces
RECOVERY AND OPPORTUNITIES
Repair over replace trend expected to dominate the forecast period as the economic repercussions of the pandemic continue
The pandemic has long-term effects on the real estate market in Greece
Aggressive promotions, instalment plans and online platforms the main focuses of retailers
CATEGORY DATA
Table 35 Sales of Refrigeration Appliances by Category: Volume 2015-2020
Table 36 Sales of Refrigeration Appliances by Category: Value 2015-2020
Table 37 Sales of Refrigeration Appliances by Category: % Volume Growth 2015-2020
Table 38 Sales of Refrigeration Appliances by Category: % Value Growth 2015-2020
Table 39 Sales of Freezers by Format: % Volume 2015-2020
Table 40 Sales of Freezers by Volume Capacity: % Volume 2015-2020
Table 41 Sales of Fridge Freezers by Format: % Volume 2015-2020
Table 42 Sales of Fridge Freezers by Volume Capacity: % Volume 2015-2020
Table 43 Sales of Fridge Freezers by Connected Appliances: % Volume 2016-2020
Table 44 Sales of Fridges by Volume Capacity: % Volume 2015-2020
Table 45 NBO Company Shares of Refrigeration Appliances: % Volume 2016-2020
Table 46 LBN Brand Shares of Refrigeration Appliances: % Volume 2017-2020
Table 47 NBO Company Shares of Built-in Fridge Freezers: % Volume 2016-2020
Table 48 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2016-2020
Table 49 NBO Company Shares of Built-in Fridges: % Volume 2016-2020
Table 50 NBO Company Shares of Freestanding Fridges: % Volume 2016-2020
Table 51 Distribution of Refrigeration Appliances by Format: % Volume 2015-2020
Table 52 Forecast Sales of Refrigeration Appliances by Category: Volume 2020-2025
Table 53 Forecast Sales of Refrigeration Appliances by Category: Value 2020-2025
Table 54 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2020-2025
Table 55 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Store closures and reduced purchasing powers lead to plummeting volume sales in 2020
The spike in wash loads has little impact on demand for home laundry appliances
Going trend for home laundry appliances with steam functions as consumers demand more thorough washes
RECOVERY AND OPPORTUNITIES
Growth expected to slow as replacement cycles last longer over the forecast period
The pandemic has a long lasting impact on the housing market which prevents home laundry appliances from recovering faster
Retailers focus on promotions whilst manufacturers place more emphasis on new product developments
CATEGORY DATA
Table 56 Sales of Home Laundry Appliances by Category: Volume 2015-2020
Table 57 Sales of Home Laundry Appliances by Category: Value 2015-2020
Table 58 Sales of Home Laundry Appliances by Category: % Volume Growth 2015-2020
Table 59 Sales of Home Laundry Appliances by Category: % Value Growth 2015-2020
Table 60 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2015-2020
Table 61 Sales of Automatic Washing Machines by Format: % Volume 2015-2020
Table 62 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2015-2020
Table 63 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2016-2020
Table 64 NBO Company Shares of Home Laundry Appliances: % Volume 2016-2020
Table 65 LBN Brand Shares of Home Laundry Appliances: % Volume 2017-2020
Table 66 Distribution of Home Laundry Appliances by Format: % Volume 2015-2020
Table 67 Forecast Sales of Home Laundry Appliances by Category: Volume 2020-2025
Table 68 Forecast Sales of Home Laundry Appliances by Category: Value 2020-2025
Table 69 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2020-2025
Table 70 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Dishwashers suffers due to rising unemployment rates and declining purchasing powers
Consumers have been opting to repair rather than replace their existing dishwashers
Smaller size dishwashers sees steeper decline in sales as the project area is more of a luxury than a necessity
RECOVERY AND OPPORTUNITIES
Longer replacement cycles and increase hand washing expected over the forecast period
Young Greek consumers unable to live alone leading to declining demand for smaller dishwashers
Refurbishments and construction work continues to be limited which results in less demand for built-in dishwashers
CATEGORY DATA
Table 71 Sales of Dishwashers by Category: Volume 2015-2020
Table 72 Sales of Dishwashers by Category: Value 2015-2020
Table 73 Sales of Dishwashers by Category: % Volume Growth 2015-2020
Table 74 Sales of Dishwashers by Category: % Value Growth 2015-2020
Table 75 Sales of Dishwashers by Format: % Volume 2015-2020
Table 76 Sales of Dishwashers by Connected Appliances: % Volume 2016-2020
Table 77 NBO Company Shares of Dishwashers: % Volume 2016-2020
Table 78 LBN Brand Shares of Dishwashers: % Volume 2017-2020
Table 79 Distribution of Dishwashers by Format: % Volume 2015-2020
Table 80 Forecast Sales of Dishwashers by Category: Volume 2020-2025
Table 81 Forecast Sales of Dishwashers by Category: Value 2020-2025
Table 82 Forecast Sales of Dishwashers by Category: % Volume Growth 2020-2025
Table 83 Forecast Sales of Dishwashers by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Overuse during lockdown leads to a slight demand for new large cooking appliances
More affluence consumers purchase large cooking appliances for their second home during lockdown
BSH Ikiakes Siskeves remains leading player thanks to brands Pitsos and Bosch
RECOVERY AND OPPORTUNITIES
Reduced refurbishments and home purchases result in lack of demand for large cooking appliances
Longer replacement cycles benefit freestanding large cooking appliances
Gas hobs continue to grow in popularity as consumers want to economise
CATEGORY DATA
Table 84 Sales of Large Cooking Appliances by Category: Volume 2015-2020
Table 85 Sales of Large Cooking Appliances by Category: Value 2015-2020
Table 86 Sales of Large Cooking Appliances by Category: % Volume Growth 2015-2020
Table 87 Sales of Large Cooking Appliances by Category: % Value Growth 2015-2020
Table 88 Sales of Built-in Hobs by Format: % Volume 2015-2020
Table 89 Sales of Ovens by Connected Appliances: % Volume 2016-2020
Table 90 NBO Company Shares of Large Cooking Appliances: % Volume 2016-2020
Table 91 LBN Brand Shares of Large Cooking Appliances: % Volume 2017-2020
Table 92 NBO Company Shares of Built-in Hobs: % Volume 2016-2020
Table 93 NBO Company Shares of Ovens: % Volume 2016-2020
Table 94 NBO Company Shares of Cooker Hoods: % Volume 2016-2020
Table 95 NBO Company Shares of Built-in Cooker Hoods: % Volume 2016-2020
Table 96 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2016-2020
Table 97 NBO Company Shares of Cookers: % Volume 2016-2020
Table 98 Distribution of Large Cooking Appliances by Format: % Volume 2015-2020
Table 99 Forecast Sales of Large Cooking Appliances by Category: Volume 2020-2025
Table 100 Forecast Sales of Large Cooking Appliances by Category: Value 2020-2025
Table 101 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2020-2025
Table 102 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Home-cooking during lockdown leads to a lack of demand for microwaves as consumers have more time to prepare food
Declining purchasing powers severely restrict demand in 2020
E-commerce sees slight increase in value share as in-store retailers are forced to close
RECOVERY AND OPPORTUNITIES
Freestanding microwaves rebound in 2021 due to its lower price point
Reduced purchasing powers lead to lack of renovations and therefore declining demand for built-in microwaves
No-name and economy-brands gain value share amidst the economic recession
CATEGORY DATA
Table 103 Sales of Microwaves by Category: Volume 2015-2020
Table 104 Sales of Microwaves by Category: Value 2015-2020
Table 105 Sales of Microwaves by Category: % Volume Growth 2015-2020
Table 106 Sales of Microwaves by Category: % Value Growth 2015-2020
Table 107 Sales of Microwaves by Connected Appliances: % Volume 2016-2020
Table 108 NBO Company Shares of Microwaves: % Volume 2016-2020
Table 109 LBN Brand Shares of Microwaves: % Volume 2017-2020
Table 110 Distribution of Microwaves by Format: % Volume 2015-2020
Table 111 Forecast Sales of Microwaves by Category: Volume 2020-2025
Table 112 Forecast Sales of Microwaves by Category: Value 2020-2025
Table 113 Forecast Sales of Microwaves by Category: % Volume Growth 2020-2025
Table 114 Forecast Sales of Microwaves by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Baking and cooking trends during lockdown prevent sales from declining drastically
Slow juicers see the most dynamic growth due to the growing health and wellness trend
Hand-held mixers benefit from lower price point during lockdown
RECOVERY AND OPPORTUNITIES
Greece's fragile economy worsens in response to the pandemic over the forecast period
Choppers recover from 2021 due to its essential positioning
E-commerce returns to growing steadily as seen prior to the pandemic
CATEGORY DATA
Table 115 Sales of Food Preparation Appliances by Category: Volume 2015-2020
Table 116 Sales of Food Preparation Appliances by Category: Value 2015-2020
Table 117 Sales of Food Preparation Appliances by Category: % Volume Growth 2015-2020
Table 118 Sales of Food Preparation Appliances by Category: % Value Growth 2015-2020
Table 119 NBO Company Shares of Food Preparation Appliances: % Volume 2016-2020
Table 120 LBN Brand Shares of Food Preparation Appliances: % Volume 2017-2020
Table 121 Distribution of Food Preparation Appliances by Format: % Volume 2015-2020
Table 122 Forecast Sales of Food Preparation Appliances by Category: Volume 2020-2025
Table 123 Forecast Sales of Food Preparation Appliances by Category: Value 2020-2025
Table 124 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2020-2025
Table 125 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
The largest product areas struck by the pandemic leads to small cooking appliances to underperform overall
Baking trend during lockdown generates demand for breadmakers
Coffee-enthusiasts generate demand for coffee machines as consumption shifts from caf├ęs to the home
RECOVERY AND OPPORTUNITIES
Disposable incomes and restrictions easing lead to declining demand for small cooking appliances at the beginning of the forecast period
Breadmakers and coffee machines see decline in 2021 after performing well during the pandemic
Consumers return to in-store retailing as the pandemic comes to an end
CATEGORY DATA
Table 126 Sales of Small Cooking Appliances by Category: Volume 2015-2020
Table 127 Sales of Small Cooking Appliances by Category: Value 2015-2020
Table 128 Sales of Small Cooking Appliances by Category: % Volume Growth 2015-2020
Table 129 Sales of Small Cooking Appliances by Category: % Value Growth 2015-2020
Table 130 Sales of Freestanding Hobs by Format: % Volume 2015-2020
Table 131 NBO Company Shares of Small Cooking Appliances: % Volume 2016-2020
Table 132 LBN Brand Shares of Small Cooking Appliances: % Volume 2017-2020
Table 133 Distribution of Small Cooking Appliances by Format: % Volume 2015-2020
Table 134 Forecast Sales of Small Cooking Appliances by Category: Volume 2020-2025
Table 135 Forecast Sales of Small Cooking Appliances by Category: Value 2020-2025
Table 136 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2020-2025
Table 137 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Reduced purchasing powers and store closures result in declining volume sales of vacuum cleaners
Stores unable to recover upon reopening as the economy continues to dwindle
Stick vacuum cleaners see the most dynamic growth due to the growing interest from producers to invest
RECOVERY AND OPPORTUNITIES
Vacuum cleaners rebounds as consumers make more replacement purchases in 2021
Bagless vacuum cleaners expected to reach maturity towards the end of the forecast period
Value vacuum cleaner trend comes to an end as the economy worsens
CATEGORY DATA
Table 138 Sales of Vacuum Cleaners by Category: Volume 2015-2020
Table 139 Sales of Vacuum Cleaners by Category: Value 2015-2020
Table 140 Sales of Vacuum Cleaners by Category: % Volume Growth 2015-2020
Table 141 Sales of Vacuum Cleaners by Category: % Value Growth 2015-2020
Table 142 Sales of Robotic Vacuum Cleaners by Connected Appliances: % Volume 2016-2020
Table 143 NBO Company Shares of Vacuum Cleaners: % Volume 2016-2020
Table 144 LBN Brand Shares of Vacuum Cleaners: % Volume 2017-2020
Table 145 Distribution of Vacuum Cleaners by Format: % Volume 2015-2020
Table 146 Forecast Sales of Vacuum Cleaners by Category: Volume 2020-2025
Table 147 Forecast Sales of Vacuum Cleaners by Category: Value 2020-2025
Table 148 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2020-2025
Table 149 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Women spend less money and time on grooming during the pandemic
Increased demand for men's personal care appliances due to the closure of barber shops
Laser hair Removal becomes increasingly popular amongst Greek women
RECOVERY AND OPPORTUNITIES
Body shavers witnesses decline as men return to barber shops in 2021
Electrical facial cleansers set to see the most dynamic growth over the duration of the forecast period
Oral care appliances continually gained popularity as dentists promote these products
CATEGORY DATA
Table 150 Sales of Personal Care Appliances by Category: Volume 2015-2020
Table 151 Sales of Personal Care Appliances by Category: Value 2015-2020
Table 152 Sales of Personal Care Appliances by Category: % Volume Growth 2015-2020
Table 153 Sales of Personal Care Appliances by Category: % Value Growth 2015-2020
Table 154 Sales of Body Shavers by Format: % Volume 2015-2020
Table 155 Sales of Hair Care Appliances by Format: % Volume 2015-2020
Table 156 NBO Company Shares of Personal Care Appliances 2016-2020
Table 157 LBN Brand Shares of Personal Care Appliances 2017-2020
Table 158 Distribution of Personal Care Appliances by Format: % Volume 2015-2020
Table 159 Forecast Sales of Personal Care Appliances by Category: Volume 2020-2025
Table 160 Forecast Sales of Personal Care Appliances by Category: Value 2020-2025
Table 161 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2020-2025
Table 162 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Hygiene concerns lead to spike demand for air purifiers
Slowed sales for air conditioners do to store closures and reduced purchasing powers
Polarisation witnessed in cooling fans during the pandemic
RECOVERY AND OPPORTUNITIES
Air purifiers loses traction as the pandemic comes to an end
Cooling fans suffers as a result of the ongoing financial repercussions of the pandemic
Dehumidifiers increasingly grows in popularity due to growing consumer awareness
CATEGORY DATA
Table 163 Sales of Air Treatment Products by Category: Volume 2015-2020
Table 164 Sales of Air Treatment Products by Category: Value 2015-2020
Table 165 Sales of Air Treatment Products by Category: % Volume Growth 2015-2020
Table 166 Sales of Air Treatment Products by Category: % Value Growth 2015-2020
Table 167 Sales of Air Conditioners by Connected Appliances: % Volume 2016-2020
Table 168 NBO Company Shares of Air Treatment Products: % Volume 2016-2020
Table 169 LBN Brand Shares of Air Treatment Products: % Volume 2017-2020
Table 170 Distribution of Air Treatment Products by Format: % Volume 2015-2020
Table 171 Forecast Sales of Air Treatment Products by Category: Volume 2020-2025
Table 172 Forecast Sales of Air Treatment Products by Category: Value 2020-2025
Table 173 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2020-2025
Table 174 Forecast Sales of Air Treatment Products by Category: % Value Growth 2020-2025