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: 71 | Publication date: Jul 2009
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
Hot drinks value growth driven by product development and rising prices
Hot drinks in Greece witnessed high value growth rates in 2008. Growth was driven primarily in the off-trade channel with 6% volume growth due to strong product development and the on-trade had a steady increase of 2%. The average unit price of hot drinks increased by 6% due to the rising cost of raw materials, this factor pushed value growth. A media focus on the health benefits of tea provided it a further boost, spearheaded by the recently introduced green tea.
Rising raw material cost drove up the price of hot drinks
Due to a poor coffee harvest, coffee beans rose in price steeply which impacted the retail price of ground and instant coffee. In tea there was a rise of 3% in the average unit price in 2008. Chocolate-based flavoured drinks and malt-based drinks also had a price increase above the annual inflation rate (10% and 12% respectively) because of the rise in the cost of cocoa and wheat prices. Production costs were further affected by the rise in fuel prices which affected all hot drinks categories.
Multinationals lead sales
Multinational companies continued to control the lion’s share of the Greek hot drinks segment and are focused mostly on chocolate-based flavoured powder drinks and coffee. Nestlé Hellas SA was the leader of hot drinks with a 46% value-share because of the high penetration of its instant coffee ‘frappé’. Kraft Foods Hellas SA was ranked second with a 13% value-share that saw a minor decline due to the withdrawal of Kiss Strawberry. Kafea SA was ranked third position with a7% valley-share due to the high consumption of its espresso.
Specialist retailers gaining ground
Supermarkets/hypermarkets continue to dominate sales in off-trade distribution channels although their share has fallen over the review period. Food and drinks specialists in the other grocery retailers category have increased their penetration levels. Off-trade specialty shops have played an increasingly dynamic role in coffee, chocolate-based flavoured powder drinks and tea, following the example of the successful chained coffee shops in the on-trade channel.
Smoking ban expected in 2010 and will change consumer behaviour
The introduction of the smoking ban that will be applied in 2010 will affect the consumption of hot drinks in Greece, as they are associated with the smoking habit in numerous cafés. Coffee sales are not forecast to go down substantially, due to the strong coffee culture in Greece as well as the good weather in the country that allows for people to stay outdoors. Since smoking and coffee are strongly linked in the consumers mind, sales of chocolate powdered drinks and tea will benefit, as a proportion of the consumers will be replace one of their on-trade coffees with an alternative beverage.
Table of contents
HOT DRINKS IN GREECE : MARKET INSIGHT
EXECUTIVE SUMMARY
Hot drinks value growth driven by product development and rising prices
Rising raw material cost drove up the price of hot drinks
Multinationals lead sales
Specialist retailers gaining ground
Smoking ban expected in 2010 and will change consumer behaviour
KEY TRENDS AND DEVELOPMENTS
Raw material rising costs driving up unit prices
Smoking Ban to be enforced in Greece by 2010
Flavour Sophistication continues being a growth driver
Health and wellness remains a key driver for sales
Specialists Coffee Merchants contribute to the premiumisation of coffee
MARKET DATA
Table 1 Retail Vs Foodservice Sales of Hot Drinks: % Volume Breakdown 2003-2008
Table 2 Retail Vs Foodservice Sales of Hot Drinks: % Volume Growth 2003-2008
Table 3 Retail Sales of Hot Drinks by Sector: Volume 2003-2008
Table 4 Retail Sales of Hot Drinks by Sector: Value 2003-2008
Table 5 Retail Sales of Hot Drinks by Sector: % Volume Growth 2003-2008
Table 6 Retail Sales of Hot Drinks by Sector: % Value Growth 2003-2008
Table 7 Foodservice Sales of Hot Drinks by Sector: Volume 2003-2008
Table 8 Foodservice Sales of Hot Drinks by Sector: % Volume Growth 2003-2008
Table 9 Total Sales of Hot Drinks by Sector: Total Volume 2003-2008
Table 10 Total Sales of Hot Drinks by Sector: % Total Volume Growth 2003-2008
Table 11 Hot Drinks Company Shares by Value 2004-2008
Table 12 Hot Drinks Brand Shares by Value 2005-2008
Table 13 Penetration of Private Label by Sector 2004-2008
Table 14 Sales of Hot Drinks by Distribution Format: % Analysis 2003-2008
Table 15 Sales of Hot Drinks by Sector and Distribution Format: % Analysis 2008
Table 16 Forecast Retail Vs Foodservice Sales of Hot Drinks: % Volume Breakdown 2008-2013
Table 17 Forecast Retail Vs Foodservice Sales of Hot Drinks: % Volume Growth 2008-2013
Table 18 Forecast Retail Sales of Hot Drinks by Sector: Volume 2008-2013
Table 19 Forecast Retail Sales of Hot Drinks by Sector: Value 2008-2013
Table 20 Forecast Retail Sales of Hot Drinks by Sector: % Volume Growth 2008-2013
Table 21 Forecast Retail Sales of Hot Drinks by Sector: % Value Growth 2008-2013
Table 22 Forecast Foodservice Sales of Hot Drinks by Sector: Volume 2008-2013
Table 23 Forecast Foodservice Sales of Hot Drinks by Sector: % Volume Growth 2008-2013
Table 24 Forecast Total Sales of Hot Drinks by Sector: Total Volume 2008-2013
Table 25 Forecast Total Sales of Hot Drinks by Sector: % Total Volume Growth 2008-2013
APPENDIX
Published Data Comparisons
Import/Export Data
Table 26 Imports/Exports of Hot Drinks by Sector 2005-2007
Table 27 Exports of Hot Drinks by Sector 2005-2007
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - GREECE
ATLANTA SA - HOT DRINKS - GREECE
STRATEGIC DIRECTION
Key Facts
Summary 2 Atlanta SA: Key Facts
Summary 3 Atlanta SA: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 4 Atlanta SA: Competitive Position 2008
COFFEE CONNECTION SA - HOT DRINKS - GREECE
STRATEGIC DIRECTION
Key Facts
Summary 5 Coffee Connection: Key Facts
Summary 6 Coffee Connection SA: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 7 Coffee Connection SA: Competitive Position 2008
KAFEA SA - HOT DRINKS - GREECE
STRATEGIC DIRECTION
Key Facts
Summary 8 Kafea SA: Key Facts
Company Background
Production
Competitive Positioning
Summary 9 Kafea SA: Competitive Position 2008
MOKKA SPECIALITY COFFEE SA - HOT DRINKS - GREECE
STRATEGIC DIRECTION
Key Facts
Summary 10 Mokka Speciality Coffee SA: Key Facts
Company Background
Production
Competitive Positioning
COFFEE IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 28 Coffee Machine Sales: 2002-2007
Table 29 Retail Sales of Coffee by Type: Volume 2003-2008
Table 30 Retail Sales of Coffee by Type: Value 2003-2008
Table 31 Retail Sales of Coffee by Type: % Volume Growth 2003-2008
Table 32 Retail Sales of Coffee by Type: % Value Growth 2003-2008
Table 33 Standard Vs Coffee Pods 2004-2008
Table 34 Coffee Company Shares 2004-2008
Table 35 Coffee Brand Shares 2005-2008
Table 36 Forecast Retail Sales of Coffee by Type: Volume 2008-2013
Table 37 Forecast Retail Sales of Coffee by Type: Value 2008-2013
Table 38 Forecast Retail Sales of Coffee by Type: % Volume Growth 2008-2013
Table 39 Forecast Retail Sales of Coffee by Type: % Value Growth 2008-2013
TEA IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 40 Fruit/Herbal Tea by Type: % Off-trade Volume 2005-2008
Table 41 Other Tea by Type: % Off-trade Volume 2005-2008
Table 42 Retail Sales of Tea by Subsector: Volume 2003-2008
Table 43 Retail Sales of Tea by Subsector: Value 2003-2008
Table 44 Retail Sales of Tea by Subsector: % Volume Growth 2003-2008
Table 45 Retail Sales of Tea by Subsector: % Value Growth 2003-2008
Table 46 Tea Company Shares 2004-2008
Table 47 Tea Brand Shares 2005-2008
Table 48 Forecast Retail Sales of Tea by Subsector: Volume 2008-2013
Table 49 Forecast Retail Sales of Tea by Subsector: Value 2008-2013
Table 50 Forecast Retail Sales of Tea by Subsector: % Volume Growth 2008-2013
Table 51 Forecast Retail Sales of Tea by Subsector: % Value Growth 2008-2013
OTHER HOT DRINKS IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 52 Retail Sales of Other Hot Drinks by Subsector: Volume 2003-2008
Table 53 Retail Sales of Other Hot Drinks by Subsector: Value 2003-2008
Table 54 Retail Sales of Other Hot Drinks by Subsector: % Volume Growth 2003-2008
Table 55 Retail Sales of Other Hot Drinks by Subsector: % Value Growth 2003-2008
Table 56 Other Hot Drinks Company Shares 2004-2008
Table 57 Other Hot Drinks Brand Shares 2005-2008
Table 58 Forecast Retail Sales of Other Hot Drinks by Subsector: Volume 2008-2013
Table 59 Forecast Retail Sales of Other Hot Drinks by Subsector: Value 2008-2013
Table 60 Forecast Retail Sales of Other Hot Drinks by Subsector: % Volume Growth 2008-2013
Table 61 Forecast Retail Sales of Other Hot Drinks by Subsector: % Value Growth 2008-2013