Hot Drinks in Greece
Euromonitor International's Hot Drinks 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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Tables: 59 | Publication date: Jul 2007
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
Coffee; Other hot drinks; Tea
Executive summary
Healthy growth for 2006
During 2006, off-trade sales of hot drinks registered a strong growth incline with respect to both volume and value terms. Growth was fastest for "other" hot drinks and tea, although coffee remains by far the most valuable sector, and the main determinant for overall growth.
As was the case over the review period, drinking coffee continued to be the first choice amongst consumers. The majority of Greeks tend to drink two-three cups of coffee daily. The fastest selling products in 2006 were Greek varieties of fresh coffees and instant coffee.
Health concerns positively affect sales of tea and other hot drinks
By the end of 2006, combined sales for tea and other hot drinks accounted for a very small share of total hot drinks sales. However, these sectors are growing faster than coffee. Consumers are beginning to turn towards healthier products – primarily fruit/herbal tea- and companies are beginning to invest in new products accordingly.
Multinational players lead the market
The hot drinks market in Greece is highly concentrated amongst multinational companies, which have developed powerful distribution networks across the country. Nestlé Hellas SA, Kraft Foods Hellas SA and Sara Lee Coffee and Tea Hellas AE are the three key multinational players, which during 2006 and through their local subsidiaries held the majority of market value share. These major players, who also compete in other food and drinks sectors, supply the country with a variety of hot drinks products.
The future looks bright
Overall sales of hot drinks are expected to increase during the years 2006-2011. Sales of coffee will be boosted by the current trend towards more modern types of products, which will become the main focus of product investments that companies will make over the forecast period. Furthermore, tea and other hot drinks are the sectors that will be most affected by a slight change in the lifestyles of consumers as they shift towards consuming healthier types of goods.
Table of contents
HOT DRINKS IN GREECE : MARKET INSIGHT
EXECUTIVE SUMMARY
Healthy growth for 2006
Health concerns positively affect sales of tea and other hot drinks
Multinational players lead the market
The future looks bright
KEY TRENDS AND DEVELOPMENTS
Supermarkets/hypermarkets pose a threat to smaller independent food stores
Brand loyalty more important than low pricing
Cultural associations of tea and coffee
Further expansion of coffee shops
MARKET DATA
Table 1 Sales of Hot Drinks by Sector: Volume 2001-2006
Table 2 Sales of Hot Drinks by Sector: Value 2001-2006
Table 3 Sales of Hot Drinks by Sector: % Volume Growth 2001-2006
Table 4 Sales of Hot Drinks by Sector: % Value Growth 2001-2006
Table 5 Hot Drinks Company Shares by Value 2002-2006
Table 6 Hot Drinks Brand Shares by Value 2003-2006
Table 7 Penetration of Private Label by Sector 2002-2006
Table 8 Sales of Hot Drinks by Distribution Format: % Analysis 2001/2006
Table 9 Sales of Hot Drinks by Sector and Distribution Format: % Analysis 2006
Table 10 Forecast Sales of Hot Drinks by Sector: Volume 2006-2011
Table 11 Forecast Sales of Hot Drinks by Sector: Value 2006-2011
Table 12 Forecast Sales of Hot Drinks by Sector: % Volume Growth 2006-2011
Table 13 Forecast Sales of Hot Drinks by Sector: % Value Growth 2006-2011
DEFINITIONS
LOCAL COMPANY PROFILES - GREECE
ATLANTA SA - HOT DRINKS - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Atlanta SA: Key Facts
Summary 2 Atlanta SA: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Atlanta SA: Competitive Position 2006
COFFEE CONNECTION SA - HOT DRINKS - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Coffee Connection SA: Key Facts
Summary 5 Coffee Connection SA: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
JOTIS SA - HOT DRINKS - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Jotis SA: Key Facts
Summary 7 Jotis SA: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 Jotis SA: Competitive Position 2006
KAFEA SA - HOT DRINKS - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Kafea SA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Kafea SA: Competitive Position 2006
COFFEE IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 14 Sales of Coffee by Type: Volume 2001-2006
Table 15 Sales of Coffee by Type: Value 2001-2006
Table 16 Sales of Coffee by Type: % Volume Growth 2001-2006
Table 17 Sales of Coffee by Type: % Value Growth 2001-2006
Table 18 Standard vs Coffee Pods 2004-2006
Table 19 Instant Coffee by Speciality Type: Off-trade Volume 2004-2006
Table 20 Instant Coffee by Speciality Type: Off-trade Value 2004-2006
Table 21 Coffee Company Shares 2002-2006
Table 22 Coffee Brand Shares 2003-2006
Table 23 Foodservice Sales of Coffee by Distribution Format 2001/2006
Table 24 Forecast Sales of Coffee by Type: Volume 2006-2011
Table 25 Forecast Sales of Coffee by Type: Value 2006-2011
Table 26 Forecast Sales of Coffee by Type: % Volume Growth 2006-2011
Table 27 Forecast Sales of Coffee by Type: % Value Growth 2006-2011
TEA IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 28 Sales of Tea by Subsector: Volume 2001-2006
Table 29 Sales of Tea by Subsector: Value 2001-2006
Table 30 Sales of Tea by Subsector: % Volume Growth 2001-2006
Table 31 Sales of Tea by Subsector: % Value Growth 2001-2006
Table 32 Fruit/Herbal Tea by Type: % Off-trade Volume 2005-2006
Table 33 Other Tea by Type: % Off-trade Volume 2005-2006
Table 34 Tea Company Shares 2002-2006
Table 35 Tea Brand Shares 2003-2006
Table 36 Forecast Sales of Tea by Subsector: Volume 2006-2011
Table 37 Forecast Sales of Tea by Subsector: Value 2006-2011
Table 38 Forecast Sales of Tea by Subsector: % Volume Growth 2006-2011
Table 39 Forecast Sales of Tea by Subsector: % Value Growth 2006-2011
OTHER HOT DRINKS IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 40 Sales of Other Hot Drinks by Subsector: Volume 2001-2006
Table 41 Sales of Other Hot Drinks by Subsector: Value 2001-2006
Table 42 Sales of Other Hot Drinks by Subsector: % Volume Growth 2001-2006
Table 43 Sales of Other Hot Drinks by Subsector: % Value Growth 2001-2006
Table 44 Other Hot Drinks Company Shares 2002-2006
Table 45 Other Hot Drinks Brand Shares 2003-2006
Table 46 Forecast Sales of Other Hot Drinks by Subsector: Volume 2006-2011
Table 47 Forecast Sales of Other Hot Drinks by Subsector: Value 2006-2011
Table 48 Forecast Sales of Other Hot Drinks by Subsector: % Volume Growth 2006-2011
Table 49 Forecast Sales of Other Hot Drinks by Subsector: % Value Growth 2006-2011