According to the estimates and data of the Ministry of Development, from the reduction in the measure of supplier discounts to supermarkets, consumers will see reductions in more than 3,000 products that reach up to 18.1%.
Especially for baby milk, as mentioned, because it is sold without promotions, the reductions will pass directly to the price on the shelf, while the application of net-pricing will also bring about a gradual reduction in the prices of fresh milk.
In addition to the implementation of the reform to prevent unjustified revaluations, in February alone, its implementation contributed to their reduction by 76% from one year to another.
With its announcement, the Ministry of Development informs about the four new government measures by publishing detailed tables.
The government’s decision to proceed with the reform obliging suppliers to reduce their offers to retail companies by 30%, with the obligation to reduce their list prices by the same amount, led to reductions in more than 3,000 products (1,500 had reached YPAN by start time of the Council of Ministers).
The categories include general cleaning products (laundry detergents, dish detergents, surface cleaners of all kinds, bleaches) and personal hygiene products (shampoo and conditioner, shower gels, soaps, toothpastes, baby and children’s diapers).
The reform has resulted in a significant average wholesale price reduction across the seven product categories. Specifically, the average price reduction in baby and children’s diapers is 18.1%, in shampoos, shower gels and conditioners 17%, in toothpastes 15.1%, in laundry detergents 15.6%, in dishwashing detergents 16%, in cleaners of all kinds 15.8% and soaps 12.7%.
Product category Average reduction
- Baby and children’s diapers -18.1%
- Shampoos, shower gels and conditioners -17.0%
- Dish detergents -16.0%
- Cleaners of all kinds -15.8%
- Laundry detergents -15.6%
- Toothpastes -15.1%
- Soaps -12.7%
As an example, the average price reduction on the following brands is as follows: Pampers (baby and children’s diapers) 18.9%, Colgate (toothpastes) 18.8%, Ariel (laundry detergents) 19.5%, Syoss (shampoo, shower gels and conditioner) 23.0%, Ava (dish detergents) 17.5% and Old Spice (shampoo, shower gels and conditioner) 20.4%.
Average price reduction across 108 different brands:
# Brands Category Average decrease
- 1 HARPIC Cleaners of all kinds -41.9%
- 2 WC NET Cleaners of all kinds -39.7%
- 3 SYOSS Shampoos, shower gels and conditioners -23.0%
- 4 AROMA Shampoos, shower gels and conditioners -22.6%
- 5 BEARFRUITS Shampoos, shower gels and conditioners -22.2%
- 6 FA Shampoos, shower gels and conditioners -21.0%
- 7 BIOTEN Shampoo, shower gel and conditioner -20.7%
- 8 OLD SPICE Shampoo, shower gel and conditioner -20.4%
- 9 BARNANGEN Shampoo, shower gels and conditione-20.0%
- 10 ORZENE Shampoo, shower gel and conditioner -19.6%
- 11 AX Shampoo, shower gel and conditioner -19.6%
- 12 ARIEL laundry detergents -19.5%
- 13 FINISH Dishwashing detergents -19.3%
- 14 LOREAL Shampoo, shower gel and conditioner -19.1%
- 15 GOT2B Shampoo, shower gel and conditioner -19.1%
- 16 SAFE NIGHTS Baby and children’s diapers -19.1%
- 17 GLISS Shampoo, shower gel and conditioner -19.1%
- 18 BABYLINO Baby and children’s diapers -19.0%
- 19 TRESEMME Shampoo, shower gel and conditioner -19.0%
- 20 PAMPERS Baby and children’s diapers -18.9%
- 21 NIVEA Shampoo, shower gel and conditioner -18.8%
- 22 COLGATE Toothpastes -18.8%
- 23 Herbal Essences Shampoos, shower gels and conditioners -18.5%
- 24 CILLIT Cleaners of all kinds -18.5%
- 25 PLANET Dishwashing detergents -18.3%
- 26 BOT THERAPY Shampoo, shower gel and conditioner -18.1%
- 27 ELVIVE Shampoo, shower gel and conditioner -18.1%
- 28 FRUCTIS Shampoos, shower gels and conditioners -18.1%
- 29 HIMALAYA Toothpastes -18.0%
- 30 WELLAFLEX Shampoo, shower gel and conditioner -17.9%
- 31 EUREKA Laundry detergents -17.9%
- 32 DIXAN Laundry detergents -17.8%
- 33 ULTREX Shampoos, shower gels and conditioners -17.6%
- 34 AVA Dishwashing detergents -17.5%
- 35 LUX Soaps -17.5%
- 36 NOXZEMA Shampoo, shower gel and conditioner -17.5%
- 37 TOPINE Cleaners of all kinds -17.3%
- 38 HEAD & SHOULDERS Shampoo, shower gel and conditioner -17.0%
- 39 FABULOSO Cleaners of all kinds -16.8%
- 40 JOHNSON BATH Shampoo, shower gel and conditioner -16.8%
- 41 MEGA Soaps -16.7%
- 42 NEUTRO ROBERTS Toothpastes -16.7%
- 43 BOROTALCO Shampoo, shower gel and conditioner -16.7%
- 44 AIM Toothpastes -16.6%
- 45 PANTENE Shampoos, shower gels and conditioners -16.6%
- 46 STR8 Shampoos, shower gels and conditioners -16.3%
- 47 PERSIL Laundry detergents -16.0%
- 48 ESSEX Laundry detergents -15.9%
- 49 PALMOLIVE Shampoo, shower gel and conditioner -15.9%
- 50 AROMATICS Shampoos, shower gels and conditioners -15.7%
- 51 WASH&GO Shampoo, shower gel and conditioner -15.5%
- 52 OMINO Laundry detergents -15.4%
- 53 AFROSO Cleaners of all kinds -15.2%
- 54 OVERLAY Cleaners of all kinds -15.2%
- 55 SANEX Shampoos, shower gels and conditioners -15.1%
- 56 VIAKAL Cleaners of all kinds -15.1%
- 57 FISSAN Shampoo, shower gel and conditioner -15.1%
- 58 OMO Laundry detergents -14.9%
- 59 ORAL B Toothpastes -14.9%
- 60 BIONOL Cleaners of all kinds -14.6%
- 61 SEPTONA Soaps -14.4%
- 62 NEOMAT Laundry detergents -14.4%
- 63 DETTOL Soaps -14.2%
- 64 KLINEX Cleaners of all kinds -14.2%
- 65 DUCK Cleaners of all kinds -14.1%
- 66 FAIRY Dishwashing detergents -14.1%
- 67 DOVE Shampoo, shower gel and conditioner -14.0%
- 68 BATISTE Shampoo, shower gel and conditioner -13.9%
- 69 VIDAL Shampoo, shower gel and conditioner -13.8%
- 70 ROL Laundry detergents -13.8%
- 71 CIF Dish detergents -13.8%
- 72 SOFLAN Laundry detergents -13.7%
- 73 SWIFFER Cleaners of all kinds -13.2%
- 74 PRODERM Laundry detergents -13.1%
- 75 TESORI Shampoo, shower gel and conditioner -13.0%
- 76 AJAX Cleaners of all kinds -13.0%
- 77 JOHSON BABY SHAMPOO Shampoo, shower gel and conditioner -12.6%
- 78 NATURA Soaps -12.5%
- 79 SENSODYNE Toothpastes -12.4%
- 80 MR MUSCLE Cleaners of all kinds -11.9%
- 81 PARODONTAX Toothpastes -11.8%
- 82 ARKADI Laundry detergents -11.7%
- 83 PRONTO Cleaners of all kinds -11.6%
- 84 GLORY Soaps -11.4%
- 85 SKIP Laundry detergents -11.3%
- 86 TIMOTEI Shampoo, shower gel and conditioner -11.2%
- 87 ECOVER Dishwashing detergents -11.2%
- 88 BIO Cleaners of all kinds -11.0%
- 89 SHOUT Cleaners of all kinds -11.0%
- 90 PAPOUTSANIS SOAP Soaps -11.0%
- 91 Agnotis Baby and children’s diapers -10.9%
- 92 GLYCERINE Soaps -10.8%
- 93 JOHNSON KIDS Shampoo, shower gel and conditioner -10.5%
- 94 CHICCO Shampoo, shower gel and conditioner -10.3%
- 95 AQUAFRESH Toothpastes -10.2%
- 96 FORNET Cleaners of all kinds -10.2%
- 97 HD Shampoos, shower gels and conditioners -9.8%
- 98 ROLI Cleaners of all kinds -9.8%
- 99 LE PETIT MARSEILLAIS Shampoo, shower gel and conditioner -9.5%
- 100 SVELTO Shampoo, shower gel and conditioner -8.8%
- 101 MEA NATURA Shampoo, shower gel and conditioner -8.7%
- 102 KARAVAKI Soaps -8.6%
- 103 TIDE Laundry detergents -8.3%
- 104 ENDLESS Dishwashing detergents -7.4%
- 105 CHLOROACTIVE Cleaners of all kinds -7.4
- 106 ARLEM Soaps -6.8%
- 107 NINJAMAS Baby and children’s diapers -5.3%
- 108 CREST Toothpastes -4.9%
Accuracy: Ceiling on infant formula gross profit
In the intervention for baby milk, a ceiling was set on the gross profit margin of the companies that import, produce and distribute baby milk in Greece. This is equal to the operating cost of the business, in the relevant product category, plus 7% of net sales.
This particular reform brings reductions in the initial supply prices of approximately 15% on average for most baby milk products of 1st (0-6 months) and 2nd (6-12 months) infant age. Since the baby milk is sold without promotions, these reductions (around 15%) will be directly passed on to the shelf price.
Prevention of unjustified markups
The measure that prohibits suppliers of supermarkets that increase the prices of their products from implementing promotional actions for three months on these products, concerns almost all products sold in supermarkets. Fresh produce (fruit, vegetables, meat, fish) and certain consumer durables (eg clothing) are excluded.
It is characteristic that in February 2024, after the implementation of the measure, 890 product codes were revalued, when in the same period last year (February 2023) 3,760 product codes were revalued. The implementation of the regulation contributed to the reduction of revaluations by 76% from one year to the next.
Net – Pricing on fresh products
The latest government measure obliges the suppliers of fresh products (fruits, vegetables, meats) to sell their products in the retail trade at “net” prices (net – pricing). Allowances for product returns and refunds are allowed, only at 3% of the sales price before discounts, credits and other benefits.
With the above interventions, established practices and malfunctions of decades that falsified the competition and altered the consumer’s criterion are corrected. The main priority of the Greek government is the protection of all consumers and the orderly functioning of the market which will lead to a de-escalation of inflation.
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