Competitive Landscape
Leading Companies Solidify Positions through Innovation and Brand Strength
The deodorants market in Greece remained highly concentrated in 2025, with the top three players commanding a combined 76% share of retail value sales. In 2025, Elais Unilever Hellas SA led decisively with a 37% share, anchored by its Dove brand's product launches, strong brand awareness, and sustained advertising.
Emerging Players and Product Innovation Unlock New Growth Avenues
Among emerging companies, Borotalco stands out as a notable success story, making ains ing 2025 through aggressive advertising and in-store promotions. As a historical Italian deodorant brand focused on talc-based formulations, Borotalco appeals to consumers seeking effective perspiration protection in both sprays and roll-ons, reinforcing its niche position and accelerating its market share growth.
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Overview:
Understand the latest market trends and future growth opportunities for the Deodorants industry in Greece with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Deodorants industry in Greece, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Deodorants in Greece report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Deodorants in Greece?
- Which are the leading brands in Greece?
- How are products distributed in Greece?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Deodorants in Greece - Category analysis
Key Data Insights
Deodorants Summary
Saturation and Stagnation Follow Previous Years of Stronger Growth
Old Spice Fuels Deodorant Sticks’ Rapid Growth Amid Men’S Grooming Focus
Nivea and Dove Leverage Exotic Fragrances and Skin Care Benefits
Brands to Navigate Category Maturity with Sales Growth, Amid Shifting Demographics
Old Spice Expected to Drive Growth as Deodorant Sticks Gain Market Share
Brands Set to Innovate with Extended Protection and Natural Ingredients
Leading Companies Solidify Positions through Innovation and Brand Strength
Emerging Players and Product Innovation Unlock New Growth Avenues
Supermarkets Maintain Lead Thanks to Convenience and Social Shopping Trends
Retail E-Commerce Maintains Popularity but Remains Secondary to Offline Shopping
Beauty and Personal Care in Greece - Industry Overview
2025 Developments
Key Data Insights
Greek Brands Embrace Multifunctional Products to Drive Growth
Longevity Trend Drives Science-Backed Innovation
Sustainability Shapes Formulations and Packaging
Steady Market Growth Expected Despite Economic Pressures
Sun Care and Skin Care Expected to Lead Forecast Growth
Technology and Biotechnology to Redefine Beauty Personalisation
L’Oréal Hellas and Gr Sarantis Drive Market Lead
Emerging Brands and Innovation Present Growth Avenues
Supermarkets Maintain Lead through Broad Assortments and Discounting
Retail E-Commerce Gains Popularity Amid Evolving Consumer Shopping Habits
Beauty Specialists Drive Premium and Niche Growth
Country Reports Disclaimer
The following categories and subcategories are included:
Deodorants
- Deodorant Creams
- Deodorant Pumps
- Deodorant Roll-Ons
- Deodorant Sprays
- Deodorant Sticks
- Deodorant Wipes
Deodorants
Includes deodorants and antiperspirants in cream, pump, roll-on, spray, stick and wipe format. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a gift set these products are excluded.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Deodorants research and analysis database.
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