Health and Wellness Packaged Food in Greece
Euromonitor International's Health and Wellness Packaged Food in Greece market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Chapters: 10 | Tables: 115 | Publication date: Jul 2006
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Breakdown by health and wellness category; Breakdown by packaged food sector
Table of contents
1. INTRODUCTION
2. EXECUTIVE SUMMARY
HW confectionery equates to sugar-free and functional gum
High fibre bakery products the leading range in HW bakery products
Fortified/functional dairy products targeted towards specific consumers
Success of organic olive oil
Organic spreads to show strong growth
3. MARKET BACKGROUND
3.1 LEGISLATION
National legislation
Labelling
Food additive regulations
EU legislation
3.2 FORTIFICATION AS STANDARD
3.3 LIFESTYLES
3.4 FOOD CULTURE
3.5 OBESITY RATES
3.6 ORGANIC FRESH FOOD
4. HEALTH AND WELLNESS FOOD SALES
4.1 MARKET PERFORMANCE
Table 1 Retail Sales of Packaged Food by Health and Wellness Category: Value 2002-2005
Table 2 Retail Sales of Packaged Food by Health and Wellness Category: % Value Growth 2002-2005
4.2 KEY TRENDS AND DEVELOPMENTS
4.3 KEY FUNCTIONAL INGREDIENTS
4.4 RETAIL DISTRIBUTION
Retail distribution trends
4.5 RETAILER ACTIVITY AND PRIVATE LABEL TRENDS
Green Farm the largest retail chain within organic packaged food
Oikologikos Kyklos not far behind
4.6 FORECAST MARKET PERFORMANCE
High fibre bakery products to drive sales of bakery products over the forecast period
Growth of HW dairy products to slow
Organic olive oil to enjoy the fastest growth within oils and fats
Table 3 Forecast Retail Sales of Packaged Food by Health and Wellness Category: Value 2005-2010
Table 4 Forecast Retail Sales of Packaged Food by Health and Wellness Category: % Value Growth 2005-2010
5. CONFECTIONERY
5.1 CONFECTIONERY BY HEALTH AND WELLNESS CATEGORY
2005 headlines
Good performance for HW confectionery
Sales of diabetic confectionery expanding rapidly but from a low base
Popular gum brands drive growth through product innovation, launches and extensive advertising
HW gum is the largest health and wellness range within confectionery
Functional gum enjoys strong demand
Low demand for organic confectionery keeps sales at a low level
Medicated confectionery and added-value/sugar-free sweets expand and stimulate consumption
Forecast performance
Table 5 Retail Sales of Confectionery by Health and Wellness Category: Value 2002-2005
Table 6 Retail Sales of Confectionery by Health and Wellness Category: % Value Growth 2002-2005
Table 7 Forecast Retail Sales of Confectionery by Health and Wellness Category: Value 2005-2010
Table 8 Forecast Retail Sales of Confectionery by Health and Wellness Category: % Value Growth 2005-2010
Table 9 Sugarised vs Sugar-free Functional Sugar Confectionery % Breakdown by Type 2005
Table 10 Sugarised vs Sugar-free Functional Gum % Breakdown by Type 2005
5.2 BRAND ANALYSIS
Cadbury's brands lead in HW confectionery
Table 11 Chocolate Confectionery – FFI Diabetic: Brand Rankings by Health and Wellness Category 2004
Table 12 Sugar Confectionery – Fortified/Functional: Brand Rankings by Health and Wellness Category 2004
Table 13 Sugar Confectionery – BFY Reduced Sugar: Brand Rankings by Health and Wellness Category 2004
Table 14 Gum – Fortified/Functional: Brand Rankings by Health and Wellness Category 2004
Table 15 Gum – BFY Reduced Sugar: Brand Rankings by Health and Wellness Category 2004
5.3 KEY FUNCTIONAL INGREDIENTS
5.4 NEW PRODUCT DEVELOPMENTS
Leading companies undertake further launches to sustain consumption
Summary 1 Health and Wellness Confectionery: New Product Launches 2005
5.5 PRICING STRATEGIES
Summary 2 Pricing: Standard vs HW: Confectionery Products 2005
6. BAKERY PRODUCTS
6.1 BAKERY PRODUCTS BY HEALTH AND WELLNESS CATEGORY
2005 headlines
Performance of HW bakery products continues to improve thanks to the popularity of high fibre bakery products
HW biscuits is the fastest growing range thanks to new product launches
New added-value bread varieties drive growth in bakery products
Negligible sales of organic bakery products
High fibre products dominate breakfast cereals
Forecast performance
Table 16 Retail Sales of Bakery Products by Health and Wellness Category: Value 2002-2005
Table 17 Retail Sales of Bakery Products by Health and Wellness Category: % Value Growth 2002-2005
Table 18 Forecast Retail Sales of Bakery Products by Health and Wellness Category: Value 2005-2010
Table 19 Forecast Retail Sales of Bakery Products by Health and Wellness Category: % Value Growth 2005-2010
6.2 BRAND ANALYSIS
Bread
Biscuits
Breakfast cereals
Table 20 Bread – Organic: Brand Rankings by Health and Wellness Category 2004
Table 21 Bread – High Fibre: Brand Rankings by Health and Wellness Category 2004
Table 22 Biscuits – BFY Combination: Brand Rankings by Health and Wellness Category 2004
Table 23 Biscuits – High Fibre: Brand Rankings by Health and Wellness Category 2004
Table 24 Breakfast Cereals – Organic: Brand Rankings by Health and Wellness Category 2004
Table 25 Breakfast Cereals – High Fibre: Brand Rankings by Health and Wellness Category 2004
6.3 KEY FUNCTIONAL INGREDIENTS
6.4 NEW PRODUCT DEVELOPMENTS
Summary 3 Health and Wellness Bakery products: New Product Launches 2004
6.5 PRICING STRATEGIES
Higher unit prices for health and wellness products
Summary 4 Pricing: Standard vs HW: Bakery Products 2005
7. DAIRY PRODUCTS
7.1 DAIRY PRODUCTS BY HEALTH AND WELLNESS CATEGORY
2005 headlines
In 2005 dairy products sales advance further but at a slower rate
La Dorna: new organic dairy product range enters Greek market
Milk sales increase due to increasing penetration of semi-skimmed and fat-free fresh/pasteurised milk
Fortified milk products target specific sex and age groups in an attempt to satisfy special needs
Leading cheese producers launch low-fat products to satisfy rising demand
Friesland enters the children's yoghurt subsector
Delta enters the highly consolidated, long established evaporated milk subsector
Forecast performance
Table 26 Retail Sales of Dairy Products by Health and Wellness Category: Value 2002-2005
Table 27 Retail Sales of Dairy Products by Health and Wellness Category: % Value Growth 2002-2005
Table 28 Forecast Retail Sales of Dairy Products by Health and Wellness Category: Value 2005-2010
Table 29 Forecast Retail Sales of Dairy Products by Health and Wellness Category: % Value Growth 2005-2010
Table 30 Standard Fat vs Fat-reduced Fortified/functional Milk: % Breakdown by Type 2005
Table 31 Standard Fat vs Fat-reduced Fortified/Functional Yoghurt: % Breakdown by Type 2005
Table 32 Spoonable vs Drinking Fortified/Functional Yoghurt: % Breakdown by Type 2005
7.2 BRAND ANALYSIS
Greek producers lead the dairy sector while international companies have an important presence
Fortified dairy products: targeting adults and particularly women
Fortified milks and yoghurts targeting small children
A variety of reduced-fat products offered by main producers
Table 33 Milk – Fortified/Functional: Brand Rankings by Health and Wellness Category 2004
Table 34 Milk – BFY Reduced Fat: Brand Rankings by Health and Wellness Category 2004
Table 35 Condensed/Evaporated Milk – BFY Reduced Fat: Brand Rankings by Health and Wellness Category 2004
Table 36 Flavoured Milk Drinks – Fortified/Functional: Brand Rankings by Health and Wellness Category 2004
Table 37 Flavoured Milk Drinks – BFY Reduced Fat: Brand Rankings by Health and Wellness Category 2004
Table 38 Flavoured Milk Drinks – BFY Combination: Brand Rankings by Health and Wellness Category 2004
Table 39 Flavoured Powder Milk Drinks – Fortified/Functional: Brand Rankings by Health and Wellness Category 2004
Table 40 Cream – BFY Reduced Fat: Brand Rankings by Health and Wellness Category 2004
Table 41 Cheese – Organic: Brand Rankings by Health and Wellness Category 2004
Table 42 Cheese – BFY Reduced Fat: Brand Rankings by Health and Wellness Category 2004
Table 43 Yoghurt – Fortified/Functional: Brand Rankings by Health and Wellness Category 2004
Table 44 Yoghurt – BFY Reduced Fat: Brand Rankings by Health and Wellness Category 2004
Table 45 Fromage Frais and Quark – BFY Reduced Fat: Brand Rankings by Health and Wellness Category 2004
7.3 KEY FUNCTIONAL INGREDIENTS
7.4 NEW PRODUCT DEVELOPMENTS
Summary 5 Health and Wellness Dairy Products: New Product Launches 2005
7.5 PRICING STRATEGIES
Summary 6 Pricing: Standard vs HW: Dairy Products 2005
8. OILS AND FATS
8.1 OILS AND FATS BY HEALTH AND WELLNESS CATEGORY
2005 headlines
HW oils and fats sector continues its fast expansion driven primarily by olive sales
New campaign launches the Greek Association of Packaged Olive Oil for the promotion of packaged olive oil in 2005
Organic olive oil is the best performing albeit from a low base
Becel Proactive and Benecol are the only HW spreadable oils and fats brands
Forecast performance
Table 46 Retail Sales of Oils and Fats by Health and Wellness Category: Value 2002-2005
Table 47 Retail Sales of Oils and Fats by Health and Wellness Category: % Value Growth 2002-2005
Table 48 Forecast Retail Sales of Oils and Fats by Health and Wellness Category: Value 2005-2010
Table 49 Forecast Retail Sales of Oils and Fats by Health and Wellness Category: % Value Growth 2005-2010
8.2 BRAND ANALYSIS
Altis and Minerva are the dominant brands in a highly consolidated market
Table 50 Olive Oil – Organic: Brand Rankings by Health and Wellness Category 2004
Table 51 Olive Oil – Naturally Healthy: Brand Rankings by Health and Wellness Category 2004
Table 52 Margarine – BFY Reduced Fat: Brand Rankings by Health and Wellness Category 2004
Table 53 Spreadable Oils and Fats – Fortified/Functional: Brand Rankings by Health and Wellness Category 2004
Table 54 Olive Oil Spreads: Brand Rankings by Health and Wellness Category 2004
8.3 KEY FUNCTIONAL INGREDIENTS
8.4 NEW PRODUCT DEVELOPMENTS
Summary 7 Health and Wellness Oils and Fats: New Product Launches 2004/2005
8.5 PRICING STRATEGIES
Summary 8 Pricing: Standard vs HW: Oils and Fats 2005
9. SWEET AND SAVOURY SNACKS
9.1 SWEET AND SAVOURY SNACKS BY HEALTH AND WELLNESS CATEGORY
2005 headlines
Continued growth for the small HW sweet and savoury snacks
Lay's Viva is the undisputed leader
Forecast performance
Table 55 Retail Sales of Sweet and Savoury Snacks by Health and Wellness Category: Value 2002-2005
Table 56 Retail Sales of Sweet and Savoury Snacks by Health and Wellness Category: % Value Growth 2002-2005
Table 57 Forecast Retail Sales of Sweet and Savoury Snacks by Health and Wellness Category: Value 2005-2010
Table 58 Forecast Retail Sales of Sweet and Savoury Snacks by Health and Wellness Category: % Value Growth 2005-2010
9.2 BRAND ANALYSIS
Table 59 Sweet and Savoury Snacks – Organic: Brand Rankings by Health and Wellness Category 2004
Table 60 Sweet and Savoury Snacks – BFY Reduced Fat: Brand Rankings by Health and Wellness Category 2004
Table 61 Sweet and Savoury Snacks – BFY Reduced Salt: Brand Rankings by Health and Wellness Category 2004
9.3 NEW PRODUCT DEVELOPMENTS
9.4 PRICING STRATEGIES
Summary 9 Pricing: Standard vs HW: Sweet and Savoury Snacks 2005
10. SECTOR SUMMARIES
10.1 SNACK BARS
Market for HW snack bars still negligible
Extensive promotions, brand extensions and growing interest in nutrition boost consumption of breakfast cereals
New product launches target children
Table 62 Retail Sales of Snack Bars by Health and Wellness Category: Value 2002-2005
Table 63 Retail Sales of Snack Bars by Health and Wellness Category: % Value Growth 2002-2005
Table 64 Forecast Retail Sales of Snack Bars by Health and Wellness Category: Value 2005-2010
Table 65 Forecast Retail Sales of Snack Bars by Health and Wellness Category: % Value Growth 2005-2010
10.2 SPREADS
Half of total sales of spreads are generated by HW spreads
Sales of honey decline in 2005 due to a food scandal
Loss of trust in standard products enhanced sales of organic honey
Forecast
Table 66 Retail Sales of Spreads by Health and Wellness Category: Value 2002-2005
Table 67 Retail Sales of Spreads by Health and Wellness Category: % Value Growth 2002-2005
Table 68 Forecast Retail Sales of Spreads by Health and Wellness Category: Value 2005-2010
Table 69 Forecast Retail Sales of Spreads by Health and Wellness Category: % Value Growth 2005-2010
Table 70 Jams and Preserves – Organic: Brand Rankings by Health and Wellness Category 2004
Table 71 Jams and Preserves – BFY Reduced Sugar: Brand Rankings by Health and Wellness Category 2004
Table 72 Honey – Organic: Brand Rankings by Health and Wellness Category 2004
Table 73 Honey – Naturally Healthy: Brand Rankings by Health and Wellness Category 2004
Summary 10 Health and Wellness Spreads: New Product Launches 2005
10.3 ICE CREAM
Low-fat/low-sugar ice cream expands fast within ice cream
New launches over the review period stimulate growth
Organic ice cream remains a niche as product availability is limited
Table 74 Retail Sales of Ice Cream by Health and Wellness Category: Value 2002-2005
Table 75 Retail Sales of Ice Cream by Health and Wellness Category: % Value Growth 2002-2005
Table 76 Forecast Retail Sales of Ice Cream by Health and Wellness Category: Value 2005-2010
Table 77 Forecast Retail Sales of Ice Cream by Health and Wellness Category: % Value Growth 2005-2010
Table 78 Ice Cream – Organic: Brand Rankings by Health and Wellness Category 2004
Table 79 Ice Cream – BFY Reduced Sugar: Brand Rankings by Health and Wellness Category 2004
Table 80 Ice Cream – BFY Reduced Fat: Brand Rankings by Health and Wellness Category 2004
Table 81 Ice Cream – BFY Combination: Brand Rankings by Health and Wellness Category 2004
Summary 11 Health and Wellness Ice Cream: New Product Launches 2005
10.4 BABY FOOD
HW baby food remains insignificant
Low sales due to lack of product variety and education
Steady growth for organic baby food only possible with investments in marketing and consumer education
Table 82 Retail Sales of Baby Food by Health and Wellness Category: Value 2002-2005
Table 83 Retail Sales of Baby Food by Health and Wellness Category: % Value Growth 2002-2005
Table 84 Forecast Retail Sales of Baby Food by Health and Wellness Category: Value 2005-2010
Table 85 Forecast Retail Sales of Baby Food by Health and Wellness Category: % Value Growth 2005-2010
Table 86 Prepared Baby Food – Organic: Brand Rankings by Health and Wellness Category 2004
Table 87 Other Baby Food – Organic: Brand Rankings by Health and Wellness Category 2004
10.5 SAUCES, DRESSINGS AND CONDIMENTS
Small presence for HW sauces, dressings and condiments in Greece
Negligible sales of organic products
Pummaro To Ktima: HW variation of an existing conventional brand
Consumer ignorance of health and wellness foods undermines further growth
Table 88 Retail Sales of Sauces, Dressings and Condiments by Health and Wellness Category: Value 2002-2005
Table 89 Retail Sales of Sauces, Dressings and Condiments by Health and Wellness Category: % Value Growth 2002-2005
Table 90 Forecast Retail Sales of Sauces, Dressings and Condiments by Health and Wellness Category: Value 2005-2010
Table 91 Forecast Retail Sales of Sauces, Dressings and Condiments by Health and Wellness Category: % Value Growth 2005-2010
Table 92 Ketchup – Organic: Brand Rankings by Health and Wellness Category 2004
Table 93 Mayonnaise – BFY Reduced Fat: Brand Rankings by Health and Wellness Category 2004
10.6 PASTA
Table 94 Retail Sales of Pasta by Health and Wellness Category: Value 2002-2005
Table 95 Retail Sales of Pasta by Health and Wellness Category: % Value Growth 2002-2005
Table 96 Forecast Retail Sales of Pasta by Health and Wellness Category: Value 2005-2010
Table 97 Forecast Retail Sales of Pasta by Health and Wellness Category: % Value Growth 2005-2010
Table 98 Pasta – Organic: Brand Rankings by Health and Wellness Category 2004
10.7 CHILLED PROCESSED FOOD
Rapid growth for small range of HW chilled processed food
0-3% brand: reduced fat
Bio cured meat: the first in Greece
Further reduced fat and organic cured meat introductions by Nikas
Table 99 Retail Sales of Chilled Processed Food by Health and Wellness Category: Value 2002-2005
Table 100 Retail Sales of Chilled Processed Food by Health and Wellness Category: % Value Growth 2002-2005
Table 101 Forecast Retail Sales of Chilled Processed Food by Health and Wellness Category: Value 2005-2010
Table 102 Forecast Retail Sales of Chilled Processed Food by Health and Wellness Category: % Value Growth 2005-2010
Table 103 Chilled Processed Food – Organic: Brand Rankings by Health and Wellness Category 2004
Table 104 Chilled Processed Food – BFY Reduced Fat: Brand Rankings by Health and Wellness Category 2004