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: 145 | Publication date: Oct 2006
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Executive summary
Above average growth for 2005
In 2005, soft drinks experienced a significant rate of growth of 4% in off-trade volume terms. An increase in tourist arrivals and good weather conditions boosted sales. In addition, the new healthy dietary standards adopted by many consumers and modern intense lifestyles grew soft drinks consumption in 2005.
Growth mainly came from fruit/vegetable juice, bottled water and functional drinks, which introduced a number of new and innovative products and packages and showed impressive rates of growth during 2005. Carbonates, while it leads in terms of sales size, saw a slight decrease in off-trade volume, however, as consumers turned towards to other soft drinks.
Multinational companies show declining rate in shares
The three largest multinational companies through their local subsidiaries still control 67% of sales in off-trade volume terms, namely Coca-Cola HBC, PepsiCo IVI and Nestlé. However, these saw a slight decrease in their combined shares of about four percentage points over the previous year. In 2005, Hitos Co SA, a local bottling company, performed strongly and became third in terms of soft drinks off-trade volume sales. In carbonates, fruit/vegetable juice, functional drinks and RTD tea and coffee, one or two firms dominate, while competition is higher in bottled water.
New and enhanced products drive growth
The soft drinks that are driving growth are those that are relatively new and respond to consumers' new dietary habits. Innovations in packaging and the introduction of more fortified and low calorie products boosted consumer interest. Soft drinks is becoming very sophisticated and consumer-oriented. Companies are focusing on more profitable and dynamic soft drinks than traditional carbonates so they can cater for more diverse consumer demands. Bottled water is the only traditional soft drink that continues to show a significant growth.
Private label products and hard discounts stores boost
During 2005, private label products and the impressive expansion of discounters caused intense price competition in the off-trade. Private label penetration in all soft drinks is expected to continue to grow, mainly due to Greek consumers' financial difficulties. Low pricing is the basic reason for the growth of private label, with private label soft drinks being priced around 50% lower than the leading brands.
Future seems favourable for soft drinks
Soft drinks is expected to increase further during the forecast period but its composition is forecast to change. Growth will be driven mainly by bottled water, functional drinks and RTD coffee in the forecast period. This change can only be attributed to the healthier lifestyle that consumers are increasingly choosing to follow. Also, soft drinks per capita consumption remained low at the end of the review period and presents great prospects for growth. An increase in tourist arrivals will also make major contribution to soft drink consumption, as tourists often come from countries with higher per capita soft drinks consumption than native Greeks.
Table of contents
SOFT DRINKS IN GREECE : MARKET INSIGHT
EXECUTIVE SUMMARY
TOTAL SOFT DRINKS SALES
Market Performance
Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2000-2005
Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2000-2005
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2000-2005
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2000-2005
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2005
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2005
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2005
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2005
Table 9 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2005-2010
Table 10 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2005-2010
Table 11 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2005-2010
Table 12 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2005-2010
OFF-TRADE SOFT DRINKS SALES
Market Performance
Table 13 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2000-2005
Table 14 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2000-2005
Table 15 Off-trade Sales of Soft Drinks by Sector: Value 2000-2005
Table 16 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2000-2005
Competitive Environment
Table 17 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2001-2005
Table 18 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2002-2005
Table 19 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2001-2005
Table 20 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2002-2005
Table 21 Company Shares of Off-trade Soft Drinks by Value 2001-2005
Table 22 Brand Shares of Off-trade Soft Drinks by Value 2002-2005
Off-trade Distribution
Table 23 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2005
Retailer Activity and Private Label Trends
Table 24 Penetration of Private Label (as sold) by Sector by Volume 2001-2005
Table 25 Penetration of Private Label by Sector by Value 2001-2005
Forecast Market Performance
Table 26 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2005-2010
Table 27 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2005-2010
Table 28 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2005-2010
Table 29 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2005-2010
APPENDIX
Concentrates Conversions and Additional Data
Table 30 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 31 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2000-2005
Table 32 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2000-2005
Table 33 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2001-2005
Table 34 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2002-2005
Table 35 Company Shares of Powder Concentrates (as sold) by Off-trade Volume 2001-2005
Table 36 Brand Shares of Powder Concentrates (as sold) by Off-trade Volume 2002-2005
Table 37 Company Shares of Concentrates (RTD) by Off-trade Volume 2001-2005
Table 38 Brand Shares of Concentrates (RTD) by Off-trade Volume 2002-2005
Table 39 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2005-2010
Table 40 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2005-2010
Institutional Sales of Bottled Water
Table 41 Sales of Bottled Water to Institutional Channels 2000-2005
DEFINITIONS
LOCAL COMPANY PROFILES - GREECE
CHITOS SA - SOFT DRINKS - GREECE
COMPANY BACKGROUND
RECENT NEWS
Summary 1 Summary - EPSA S.A. Operational Indicators 2004
PRODUCTION CAPACITY
COCA-COLA HBC SA - SOFT DRINKS - GREECE
COMPANY BACKGROUND
RECENT NEWS
Summary 2 Summary - Coca-Cola HBC Group Operational Indicators 2004
PRODUCTION CAPACITY
Summary 3 Summary - Coca-Cola HBC in Greece, Production Statistics 2004
HITOS CO SA - SOFT DRINKS - GREECE
COMPANY BACKGROUND
RECENT NEWS
Summary 4 Summary - Hitos CO SA Operational Indicators 2004
PRODUCTION CAPACITY
LOUX-MARAFLEKAS SA - SOFT DRINKS - GREECE
COMPANY BACKGROUND
RECENT NEWS
Summary 5 Summary - Loux-Maraflekas SA Operational Indicators 2004
PRODUCTION CAPACITY
Summary 6 Summary - Loux-Maraflekas SA: Production Statistics 2004
CARBONATES IN GREECE
SECTOR PERFORMANCE
2005 headlines
Sales show slight decrease
As consumers turn towards healthier soft drinks
Low calorie cola carbonates sees high rates of growth
Carbonates shares showing stability
Unit price drops due to private label competition
Forecast performance
Table 42 Off-trade Sales of Carbonates by Subsector: Volume 2000-2005
Table 43 Off-trade Sales of Carbonates by Subsector: Value 2000-2005
Table 44 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2000-2005
Table 45 Off-trade Sales of Carbonates by Subsector: % Value Growth 2000-2005
Table 46 Company Shares of Carbonates by Off-trade Volume 2001-2005
Table 47 Brand Shares of Carbonates by Off-trade Volume 2002-2005
Table 48 Company Shares of Carbonates by Off-trade Value 2001-2005
Table 49 Brand Shares of Carbonates by Off-trade Value 2002-2005
Summary 7 Summary - Carbonates: New Product Launches 2005
Table 50 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2005-2010
Table 51 Forecast Off-trade Sales of Carbonates by Subsector: Value 2005-2010
Table 52 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2005-2010
Table 53 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2005-2010
LOW-CALORIE CARBONATES
Table 54 Low-calorie Carbonates % Breakdown by Subsector by Off-trade Volume 2002-2005
CARBONATES DISTRIBUTION
Table 55 On-trade vs Off-trade Sales of Carbonates: Volume 2000-2005
Table 56 On-trade vs Off-trade Sales of Carbonates: Value 2000-2005
Table 57 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2000-2005
Table 58 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2000-2005
FRUIT/VEGETABLE JUICE IN GREECE
SECTOR PERFORMANCE
2005 headlines
Faster volume growth in 2005 with consumer health concerns
Healthier diet a consumer priority
Juice drinks most dynamic
Coca-Cola HBC remains leader
Value presents a declining trend
Forecast performance
Table 59 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2000-2005
Table 60 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2000-2005
Table 61 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2000-2005
Table 62 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2000-2005
Table 63 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2001-2005
Table 64 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2002-2005
Table 65 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2001-2005
Table 66 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2002-2005
Summary 8 Summary - Fruit/Vegetable Juice: New Product Launches 2004-2005
Table 67 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2005-2010
Table 68 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2005-2010
Table 69 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2005-2010
Table 70 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2005-2010
CHILLED VS NON-CHILLED FRUIT/VEGETABLE JUICE
Table 71 Chilled vs Non-chilled Fruit/Vegetable Juice by Off-trade Volume 2002-2005
FLAVOURS
Orange and mixed fruits leading 100% juice
Mixed fruits leads nectars
New flavours launched every year in juice drinks
Table 72 Leading Flavours for 100% Juice: %Volume Breakdown 2003-2005
Table 73 Leading Flavours for Nectars (25-99% Juice): %Volume Breakdown 2003-2005
Table 74 Leading Flavours for Juice Drinks (up to 24% Juice): %Volume Breakdown 2003-2005
SMOOTHIES
Table 75 % Share of Smoothies in 100% Juice and Nectars (25-99% Juice): Off-trade Value 2005
BOTTLED WATER IN GREECE
SECTOR PERFORMANCE
2005 headlines
Continued growth due to health concerns and consumers on the go
Still bottled water continues to dominate
Bottled water coolers shows a new way
Greek exports also on the rise
Highly competitive and with new leader
Volume grows faster than value
Forecast performance
Table 76 Off-trade Sales of Bottled Water: Volume 2000-2005
Table 77 Off-trade Sales of Bottled Water: Value 2000-2005
Table 78 Off-trade Sales of Bottled Water: % Volume Growth 2000-2005
Table 79 Off-trade Sales of Bottled Water: % Value Growth 2000-2005
Table 80 Company Shares of Bottled Water by Off-trade Volume 2001-2005
Table 81 Brand Shares of Bottled Water by Off-trade Volume 2002-2005
Table 82 Company Shares of Bottled Water by Off-trade Value 2001-2005
Table 83 Brand Shares of Bottled Water by Off-trade Value 2002-2005
Summary 9 Summary - Bottled Water: New Product Launches 2005
Table 84 Forecast Off-trade Sales of Bottled Water: Volume 2005-2010
Table 85 Forecast Off-trade Sales of Bottled Water: Value 2005-2010
Table 86 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2005-2010
Table 87 Forecast Off-trade Sales of Bottled Water: % Value Growth 2005-2010
FUNCTIONAL DRINKS IN GREECE
SECTOR PERFORMANCE
2005 headlines
Functional drinks dynamic with sport and stress
Red Bull dominates energy drinks with ubiquitous distribution
Lucozade showed a significant drop in sales
Value and volume growth disparity
Forecast performance
Table 88 Off-trade Sales of Functional Drinks by Subsector: Volume 2000-2005
Table 89 Off-trade Sales of Functional Drinks by Subsector: Value 2000-2005
Table 90 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2000-2005
Table 91 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2000-2005
Table 92 Company Shares of Functional Drinks by Off-trade Volume 2001-2005
Table 93 Brand Shares of Functional Drinks by Off-trade Volume 2002-2005
Table 94 Company Shares of Functional Drinks by Off-trade Value 2001-2005
Table 95 Brand Shares of Functional Drinks by Off-trade Value 2002-2005
Summary 10 Summary - Functional Drinks: New Product Launches 2005
Table 96 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2005-2010
Table 97 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2005-2010
Table 98 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2005-2010
Table 99 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2005-2010
CONCENTRATES IN GREECE
SECTOR PERFORMANCE
2005 headlines
Decline continuing in concentrates
Slight shift in shares in liquid concentrates
Minor changes in shares and flavours in powder concentrates
Forecast performance
Table 100 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2000-2005
Table 101 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2000-2005
Table 102 Off-trade Sales of Concentrates by Subsector: Value 2000-2005
Table 103 Off-trade Sales of Concentrates by Subsector: % Value Growth 2000-2005
Table 104 Company Shares of Concentrates by Off-trade Value 2001-2005
Table 105 Brand Shares of Concentrates by Off-trade Value 2002-2005
Summary 11 Summary - Concentrates: New Product Launches 2005
Table 106 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2005-2010
Table 107 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2005-2010
Table 108 Forecast Off-trade Sales of Concentrates by Subsector: Value 2005-2010
Table 109 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2005-2010
RTD TEA IN GREECE
SECTOR PERFORMANCE
2005 headlines
Sales strengthen in 2005
Pepsi-Lipton continues dominance but share eroded by Nestea
Forecast performance
Table 110 Off-trade Sales of RTD Tea by Subsector: Volume 2000-2005
Table 111 Off-trade Sales of RTD Tea by Subsector: Value 2000-2005
Table 112 Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2000-2005
Table 113 Off-trade Sales of RTD Tea by Subsector: % Value Growth 2000-2005
Table 114 Company Shares of RTD Tea by Off-trade Volume 2001-2005
Table 115 Brand Shares of RTD Tea by Off-trade Volume 2002-2005
Table 116 Company Shares of RTD Tea by Off-trade Value 2001-2005
Table 117 Brand Shares of RTD Tea by Off-trade Value 2002-2005
Table 118 Forecast Off-trade Sales of RTD Tea by Subsector: Volume 2005-2010
Table 119 Forecast Off-trade Sales of RTD Tea by Subsector: Value 2005-2010
Table 120 Forecast Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2005-2010
Table 121 Forecast Off-trade Sales of RTD Tea by Subsector: % Value Growth 2005-2010
RTD COFFEE IN GREECE
SECTOR PERFORMANCE
2005 headlines
New and continuing to expand
Two multinational companies dominate
Forecast performance
Table 122 Off-trade Sales of RTD Coffee: Volume 2000-2005
Table 123 Off-trade Sales of RTD Coffee: Value 2000-2005
Table 124 Off-trade Sales of RTD Coffee: % Volume Growth 2000-2005
Table 125 Off-trade Sales of RTD Coffee: % Value Growth 2000-2005
Table 126 Company Shares of RTD Coffee by Off-trade Volume 2001-2005
Table 127 Brand Shares of RTD Coffee by Off-trade Volume 2002-2005
Table 128 Company Shares of RTD Coffee by Off-trade Value 2001-2005
Table 129 Brand Shares of RTD Coffee by Off-trade Value 2002-2005
Summary 12 Summary - RTD Coffee: New Product Launches 2004-2005
Table 130 Forecast Off-trade Sales of RTD Coffee: Volume 2005-2010
Table 131 Forecast Off-trade Sales of RTD Coffee: Value 2005-2010
Table 132 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2005-2010
Table 133 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2005-2010