Soft Drinks in Greece
Euromonitor International's Soft 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: 144 | Publication date: May 2008
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
Asian speciality drinks; Bottled water; Carbonates; Concentrates; Fruit/vegetable juice; Functional drinks; RTD coffee; RTD tea
Executive summary
Declining carbonates provides potential for alternatives
The soft drinks market witnessed overall positive growth during 2007 despite the faltering penetration levels of regular cola carbonates due to the emerging health and wellness trend. A category traditionally dominated by carbonates, at the end of the review period, soft drinks seems to be driven by the impressive performance of fruit/vegetable juice and functional drinks instead, whilst the rapidly rising RTD tea and bottled water are opening up new horizons for the domestic soft drinks industry.
Low calorie cola carbonates: Answering the need for healthier products
Coca-Cola Zero was the most important new product launch of 2007. Answering rising demand for products supplementing a healthy and balanced lifestyle, the introduction of this low-calorie variant is expected to act as a balancing element within the rapidly declining carbonates category as well as pave the way for more such products to be introduced within the forecast period.
Company rankings remain static
Company rankings remained nearly the same in 2007. Multinational companies Coca-Cola HBC SA, PepsiCo IVI SA and Nestlé Hellas SA maintained their key roles whilst domestic bottled water manufacturers, such as Hitos SA and Epirotiki Bottling Co SA, managed to also secure top ranking positions based on the impressive performance of still bottled water.
Supermarkets/hypermarkets and discounters reaffirm their dominance
The key role of supermarkets/hypermarkets and discounters was reaffirmed during 2007, as these retail outlets enjoyed sizeable growth, favoured by the increasing number of outlets throughout the country and the perpetuation of the challenging socioeconomic conditions in Greece. On the other hand, small grocery retailers witnessed marginal losses in volume share whilst vending retained its minimal penetration levels.
Rising growth rates expected for the forecast period
Overall soft drinks growth rates are expected to gradually increase within the forecast period. The consumer shift towards low-calorie variants, leading to the current volume decline of the still dominant carbonates, is thus going to solidify following the introduction of Coca-Cola Zero. Within this context most soft drinks categories will experience positive growth, which will be even more prominent in the emerging categories of bottled water and RTD tea.
Table of contents
SOFT DRINKS IN GREECE : MARKET INSIGHT
EXECUTIVE SUMMARY
Declining carbonates provides potential for alternatives
Low calorie cola carbonates: Answering the need for healthier products
Company rankings remain static
Supermarkets/hypermarkets and discounters reaffirm their dominance
Rising growth rates expected for the forecast period
KEY TRENDS AND DEVELOPMENTS
Health and wellness: When a problem becomes the solution
Domestic companies: growth driven from within
On-trade: Declining fast food industry negatively impacts carbonates
Fruit/vegetable juice and functional drinks are energising the market
Advertising creates trends in Greece
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2002-2007
Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2002-2007
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2002-2007
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2002-2007
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2007
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2007
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2007
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2007
Table 9 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2002-2007
Table 10 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2002-2007
Table 11 Off-trade Sales of Soft Drinks by Sector: Value 2002-2007
Table 12 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2002-2007
Table 13 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2003-2007
Table 14 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2004-2007
Table 15 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2003-2007
Table 16 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2004-2007
Table 17 Company Shares of Off-trade Soft Drinks by Value 2003-2007
Table 18 Brand Shares of Off-trade Soft Drinks by Value 2004-2007
Table 19 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2007
Table 20 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2007-2012
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2007-2012
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2007-2012
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2007-2012
Table 24 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2007-2012
Table 25 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2007-2012
Table 26 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2007-2012
Table 27 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2007-2012
APPENDIX
Published Data Comparisons
Table 28 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2002-2007
Table 29 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2002-2007
Table 30 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2003-2007
Table 31 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2004-2007
Table 32 Company Shares of Powder Concentrates (as sold) by Off-trade Volume 2003-2007
Table 33 Brand Shares of Powder Concentrates (as sold) by Off-trade Volume 2004-2007
Table 34 Company Shares of Concentrates (RTD) by Off-trade Volume 2003-2007
Table 35 Brand Shares of Concentrates (RTD) by Off-trade Volume 2004-2007
Table 36 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2007-2012
Table 37 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2007-2012
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - GREECE
ANAGNOSTAKIS GERANI SA - SOFT DRINKS - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Gerani SA: Key Facts
Summary 3 Gerani SA: Operational Indicators 2005-2007
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Gerani SA: Competitive Position 2007
EPIROTIKI BOTTLING CO SA - SOFT DRINKS - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Epirotiki Bottling Co SA : Key Facts
Summary 6 Epirotiki Bottling Company Co SA: Operational Indicators 2005-2007
COMPANY BACKGROUND
PRODUCTION
Summary 7 Epirotiki Bottling Company Co SA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 8 Epirotiki Bottling Company Co SA: Competitive Position 2007
EPSA SA - SOFT DRINKS - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 9 EPSA SA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 EPSA SA: Competitive Position 2007
SOUROTI SA - SOFT DRINKS - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Souroti SA: Key Facts
Summary 12 Souroti SA: Operational Indicators 2005-2007
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Souroti SA: Competitive Position 2007
CARBONATES IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 38 Low Calorie Carbonates by Subsector
Table 39 Off-trade Sales of Carbonates by Subsector: Volume 2002-2007
Table 40 Off-trade Sales of Carbonates by Subsector: Value 2002-2007
Table 41 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2002-2007
Table 42 Off-trade Sales of Carbonates by Subsector: % Value Growth 2002-2007
Table 43 On-trade vs Off-trade Sales of Carbonates: Volume 2002-2007
Table 44 On-trade vs Off-trade Sales of Carbonates: Value 2002-2007
Table 45 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2002-2007
Table 46 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2002-2007
Table 47 Company Shares of Carbonates by Off-trade Volume 2003-2007
Table 48 Brand Shares of Carbonates by Off-trade Volume 2004-2007
Table 49 Company Shares of Carbonates by Off-trade Value 2003-2007
Table 50 Brand Shares of Carbonates by Off-trade Value 2004-2007
Table 51 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2007-2012
Table 52 Forecast Off-trade Sales of Carbonates by Subsector: Value 2007-2012
Table 53 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2007-2012
Table 54 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2007-2012
FRUIT/VEGETABLE JUICE IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 55 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2002-2007
Table 56 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2002-2007
Table 57 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2002-2007
Table 58 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2002-2007
Table 59 Leading Flavours for 100% Juice: % Volume Breakdown 2003-2007
Table 60 Leading Flavours for Nectars (25-99% Juice): % Volume Breakdown 2003-2007
Table 61 Leading Flavours for Juice Drinks (up to 24% Juice): % Volume Breakdown 2003-2007
Table 62 % Share of Smoothies in 100% Juice and Nectars (25-99% Juice): Off-trade Value 2006
Table 63 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2003-2007
Table 64 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2004-2007
Table 65 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2003-2007
Table 66 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2004-2007
Table 67 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2007-2012
Table 68 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2007-2012
Table 69 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2007-2012
Table 70 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2007-2012
BOTTLED WATER IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR APPENDIX
Institutional Bottled Water Sales
SECTOR DATA
Table 71 Sales of Bottled Water to Institutional Channel 2003-2007
Table 72 Off-trade Sales of Bottled Water: Volume 2002-2007
Table 73 Off-trade Sales of Bottled Water: Value 2002-2007
Table 74 Off-trade Sales of Bottled Water: % Volume Growth 2002-2007
Table 75 Off-trade Sales of Bottled Water: % Value Growth 2002-2007
Table 76 Company Shares of Bottled Water by Off-trade Volume 2003-2007
Table 77 Brand Shares of Bottled Water by Off-trade Volume 2004-2007
Table 78 Company Shares of Bottled Water by Off-trade Value 2003-2007
Table 79 Brand Shares of Bottled Water by Off-trade Value 2004-2007
Table 80 Forecast Off-trade Sales of Bottled Water: Volume 2007-2012
Table 81 Forecast Off-trade Sales of Bottled Water: Value 2007-2012
Table 82 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2007-2012
Table 83 Forecast Off-trade Sales of Bottled Water: % Value Growth 2007-2012
FUNCTIONAL DRINKS IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 84 Off-trade Sales of Functional Drinks by Subsector: Volume 2002-2007
Table 85 Off-trade Sales of Functional Drinks by Subsector: Value 2002-2007
Table 86 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2002-2007
Table 87 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2002-2007
Table 88 Company Shares of Functional Drinks by Off-trade Volume 2003-2007
Table 89 Brand Shares of Functional Drinks by Off-trade Volume 2004-2007
Table 90 Company Shares of Functional Drinks by Off-trade Value 2003-2007
Table 91 Brand Shares of Functional Drinks by Off-trade Value 2004-2007
Table 92 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2007-2012
Table 93 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2007-2012
Table 94 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2007-2012
Table 95 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2007-2012
CONCENTRATES IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR APPENDIX
Concentrates Conversions
Summary 14 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
SECTOR DATA
Table 96 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2002-2007
Table 97 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2002-2007
Table 98 Off-trade Sales of Concentrates by Subsector: Value 2002-2007
Table 99 Off-trade Sales of Concentrates by Subsector: % Value Growth 2002-2007
Table 100 Company Shares of Concentrates by Off-trade Value 2003-2007
Table 101 Brand Shares of Concentrates by Off-trade Value 2004-2007
Table 102 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2007-2012
Table 103 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2007-2012
Table 104 Forecast Off-trade Sales of Concentrates by Subsector: Value 2007-2012
Table 105 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2007-2012
RTD TEA IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 106 Off-trade Sales of RTD Tea by Subsector: Volume 2002-2007
Table 107 Off-trade Sales of RTD Tea by Subsector: Value 2002-2007
Table 108 Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2002-2007
Table 109 Off-trade Sales of RTD Tea by Subsector: % Value Growth 2002-2007
Table 110 Leading Flavours for RTD Tea: % Volume Breakdown 2005-2007
Table 111 Company Shares of RTD Tea by Off-trade Volume 2003-2007
Table 112 Brand Shares of RTD Tea by Off-trade Volume 2003-2007
Table 113 Company Shares of RTD Tea by Off-trade Value 2003-2007
Table 114 Brand Shares of RTD Tea by Off-trade Value 2004-2007
Table 115 Forecast Off-trade Sales of RTD Tea by Subsector: Volume 2007-2012
Table 116 Forecast Off-trade Sales of RTD Tea by Subsector: Value 2007-2012
Table 117 Forecast Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2007-2012
Table 118 Forecast Off-trade Sales of RTD Tea by Subsector: % Value Growth 2007-2012
RTD COFFEE IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 119 Off-trade Sales of RTD Coffee: Volume 2002-2007
Table 120 Off-trade Sales of RTD Coffee: Value 2002-2007
Table 121 Off-trade Sales of RTD Coffee: % Volume Growth 2002-2007
Table 122 Off-trade Sales of RTD Coffee: % Value Growth 2002-2007
Table 123 Company Shares of RTD Coffee by Off-trade Volume 2003-2007
Table 124 Brand Shares of RTD Coffee by Off-trade Volume 2004-2007
Table 125 Company Shares of RTD Coffee by Off-trade Value 2003-2007
Table 126 Brand Shares of RTD Coffee by Off-trade Value 2004-2007
Table 127 Forecast Off-trade Sales of RTD Coffee: Volume 2007-2012
Table 128 Forecast Off-trade Sales of RTD Coffee: Value 2007-2012
Table 129 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2007-2012
Table 130 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2007-2012