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: 149 | Publication date: Apr 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
Asian speciality drinks; Bottled water; Carbonates; Concentrates; Fruit/vegetable juice; Functional drinks; RTD coffee; RTD tea
Executive summary
Health and wellness trend creating a changing environment
Soft drinks witnessed overall positive growth during 2008, despite the impact of the health and wellness trend, which led to faltering penetration levels of regular cola carbonates. While soft drinks have been traditionally dominated by carbonates, there was a considerable shift within the consumer base towards categories perceived to be healthier, resulting in the market being driven by the impressive performance of fruit/vegetable juice, bottled water and functional drinks, whilst the rapidly rising RTD tea and RTD coffee categories are creating new potential in the domestic soft drinks industry.
Manufacturers focusing their energies on promoting healthier lifestyles
The review period witnessed an increased number of campaigns by all key players towards educating Greek consumers on healthier lifestyles. They utilised new media formats such as the internet or event sponsorship campaigns, focusing on educational facts rather than the specific products they are aiming to promote. Additionally, many traditional marketing activities, such as television advertisements, utilised the common main themes of health and wellbeing.
Company rankings remain stable
Company rankings remained relatively stable in 2008 with no major brand acquisitions to alter the scenery significantly. Multinational operators such as 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 Small grocery retailers maintain their dominance
The key role of supermarkets/hypermarkets was maintained during 2008, as these retail outlets enjoyed sizeable growth, favoured by the increasing number of outlets throughout the country and the perpetuation of the challenging socio-economic conditions in Greece. Small grocery retailers gained share in 2008 as a result of on the go trends and their significance in regard with impulse purchases, whilst vending retained its minimal penetration levels. Given the rise of on-the-go consumption, kiosks maintained a leading position in terms of distribution particularly within categories such as carbonates or bottled water, which are driven by impulse purchases.
Rising growth rates expected for the forecast period
The overall volume sales growth rate for soft drinks is expected to gradually increase over the forecast period. The decline in sales of carbonates is expected to continue as consumers shift towards healthier alternatives, however this decline will be tempered by the current and expected positive performance of low calorie variants. Additionally, fruit/vegetable juice, bottled water, RTD tea and functional drinks are expected to continue to experience positive growth, maintaining the momentum created by the health and wellness trend.
Table of contents
SOFT DRINKS IN GREECE : MARKET INSIGHT
EXECUTIVE SUMMARY
Health and wellness trend creating a changing environment
Manufacturers focusing their energies on promoting healthier lifestyles
Company rankings remain stable
Supermarkets/hypermarkets and Small grocery retailers maintain their dominance
Rising growth rates expected for the forecast period
KEY TRENDS AND DEVELOPMENTS
Functional/fortified products: a key growth driver for soft drinks
Health and wellness trend shapes Greek soft drinks
Despite the economic slowdown, premium products remain the focus of key manufacturers
Increases in annual temperatures affecting growth
Hectic urban lifestyles encourage on-the-go consumption
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2003-2008
Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2003-2008
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2003-2008
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2003-2008
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2008
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2008
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2008
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2008
Table 9 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2003-2008
Table 10 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2003-2008
Table 11 Off-trade Sales of Soft Drinks by Sector: Value 2003-2008
Table 12 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2003-2008
Table 13 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2004-2008
Table 14 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2005-2008
Table 15 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2004-2008
Table 16 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2005-2008
Table 17 Company Shares of Off-trade Soft Drinks by Value 2004-2008
Table 18 Brand Shares of Off-trade Soft Drinks by Value 2005-2008
Table 19 Penetration of Private Label (as sold) by Sector by Volume 2003-2008
Table 20 Penetration of Private Label by Sector by Value 2003-2008
Table 21 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2008
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2008-2013
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2008-2013
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2008-2013
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2008-2013
Table 26 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2008-2013
Table 27 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2008-2013
Table 28 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2008-2013
Table 29 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2008-2013
APPENDIX
Fountain Sales in Greece
SECTOR DATA
Table 30 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2003-2008
Table 31 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2003-2008
Table 32 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2003-2008
Table 33 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2003-2008
Table 34 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2004-2008
Table 35 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2005-2008
Table 36 Company Shares of Powder Concentrates (as sold) by Off-trade Volume 2004-2008
Table 37 Brand Shares of Powder Concentrates (as sold) by Off-trade Volume 2005-2008
Table 38 Company Shares of Concentrates (RTD) by Off-trade Volume 2004-2008
Table 39 Brand Shares of Concentrates (RTD) by Off-trade Volume 2005-2008
Table 40 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2008-2013
Table 41 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - GREECE
EPIROTIKI BOTTLING CO SA - SOFT DRINKS - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Epirotiki Bottling Co SA: Key Facts
Summary 3 Epirotiki Bottling Company Co SA: Operational Indicators 2005-2007
COMPANY BACKGROUND
PRODUCTION
Summary 4 Epirotiki Bottling Company Co SA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 5 Epirotiki Bottling Company Co SA: Competitive Position 2008
EPSA SA - SOFT DRINKS - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 6 EPSA SA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 EPSA SA: Competitive Position 2008
EVGA HELLENIC MILK INDUSTRY SA - SOFT DRINKS - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 8 EVGA Hellenic Milk Industry SA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 EVGA Hellenic Milk Industry SA: Competitive Position 2008
HITOS CO SA - SOFT DRINKS - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Hitos Co SA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 11 Hitos Co SA: Competitive Position 2008
LOUX-MARAFLEKAS SA - SOFT DRINKS - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Loux-Marlafekas SA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Loux Marlafekas SA: Competitive Position 2008
CARBONATES IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 42 Low Calorie Carbonates by Subsector
Table 43 Off-trade Sales of Carbonates by Subsector: Volume 2003-2008
Table 44 Off-trade Sales of Carbonates by Subsector: Value 2003-2008
Table 45 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2003-2008
Table 46 Off-trade Sales of Carbonates by Subsector: % Value Growth 2003-2008
Table 47 On-trade vs Off-trade Sales of Carbonates: Volume 2003-2008
Table 48 On-trade vs Off-trade Sales of Carbonates: Value 2003-2008
Table 49 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2003-2008
Table 50 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2003-2008
Table 51 Company Shares of Carbonates by Off-trade Volume 2004-2008
Table 52 Brand Shares of Carbonates by Off-trade Volume 2005-2008
Table 53 Company Shares of Carbonates by Off-trade Value 2004-2008
Table 54 Brand Shares of Carbonates by Off-trade Value 2005-2008
Table 55 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2008-2013
Table 56 Forecast Off-trade Sales of Carbonates by Subsector: Value 2008-2013
Table 57 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2008-2013
Table 58 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2008-2013
FRUIT/VEGETABLE JUICE IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 59 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2003-2008
Table 60 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2003-2008
Table 61 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2003-2008
Table 62 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2003-2008
Table 63 Leading Flavours for 100% Juice: % Volume Breakdown 2003-2008
Table 64 Leading Flavours for Nectars (25-99% Juice): % Volume Breakdown 2003-2008
Table 65 Leading Flavours for Juice Drinks (up to 24% Juice): % Volume Breakdown 2003-2008
Table 66 % Share of Smoothies in 100% Juice and Nectars (25-99% Juice): Off-trade Value 2008
Table 67 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2004-2008
Table 68 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2005-2008
Table 69 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2004-2008
Table 70 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2005-2008
Table 71 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2008-2013
Table 72 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2008-2013
Table 73 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2008-2013
Table 74 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2008-2013
BOTTLED WATER IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Institutional Bottled Water Sales
Table 75 Sales of Bottled Water to Institutional Channel 2003-2008
Table 76 Off-trade Sales of Bottled Water: Volume 2003-2008
Table 77 Off-trade Sales of Bottled Water: Value 2003-2008
Table 78 Off-trade Sales of Bottled Water: % Volume Growth 2003-2008
Table 79 Off-trade Sales of Bottled Water: % Value Growth 2003-2008
Table 80 Company Shares of Bottled Water by Off-trade Volume 2004-2008
Table 81 Brand Shares of Bottled Water by Off-trade Volume 2005-2008
Table 82 Company Shares of Bottled Water by Off-trade Value 2004-2008
Table 83 Brand Shares of Bottled Water by Off-trade Value 2005-2008
Table 84 Forecast Off-trade Sales of Bottled Water: Volume 2008-2013
Table 85 Forecast Off-trade Sales of Bottled Water: Value 2008-2013
Table 86 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2008-2013
Table 87 Forecast Off-trade Sales of Bottled Water: % Value Growth 2008-2013
FUNCTIONAL DRINKS IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 88 Still vs Carbonated Functional Drinks % Off-trade Volume 2005-2008
Table 89 Off-trade Sales of Functional Drinks by Subsector: Volume 2003-2008
Table 90 Off-trade Sales of Functional Drinks by Subsector: Value 2003-2008
Table 91 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2003-2008
Table 92 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2003-2008
Table 93 Company Shares of Functional Drinks by Off-trade Volume 2004-2008
Table 94 Brand Shares of Functional Drinks by Off-trade Volume 2005-2008
Table 95 Company Shares of Functional Drinks by Off-trade Value 2004-2008
Table 96 Brand Shares of Functional Drinks by Off-trade Value 2005-2008
Table 97 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2008-2013
Table 98 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2008-2013
Table 99 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2008-2013
Table 100 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2008-2013
CONCENTRATES IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Concentrates Conversions
Table 101 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 102 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2003-2008
Table 103 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2003-2008
Table 104 Off-trade Sales of Concentrates by Subsector: Value 2003-2008
Table 105 Off-trade Sales of Concentrates by Subsector: % Value Growth 2003-2008
Table 106 Company Shares of Concentrates by Off-trade Value 2004-2008
Table 107 Brand Shares of Concentrates by Off-trade Value 2005-2008
Table 108 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2008-2013
Table 109 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2008-2013
Table 110 Forecast Off-trade Sales of Concentrates by Subsector: Value 2008-2013
Table 111 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2008-2013
RTD TEA IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 112 Off-trade Sales of RTD Tea by Subsector: Volume 2003-2008
Table 113 Off-trade Sales of RTD Tea by Subsector: Value 2003-2008
Table 114 Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2003-2008
Table 115 Off-trade Sales of RTD Tea by Subsector: % Value Growth 2003-2008
Table 116 Leading Flavours for RTD Tea: % Volume Breakdown 2005-2008
Table 117 Company Shares of RTD Tea by Off-trade Volume 2004-2008
Table 118 Brand Shares of RTD Tea by Off-trade Volume 2005-2008
Table 119 Company Shares of RTD Tea by Off-trade Value 2004-2008
Table 120 Brand Shares of RTD Tea by Off-trade Value 2005-2008
Table 121 Forecast Off-trade Sales of RTD Tea by Subsector: Volume 2008-2013
Table 122 Forecast Off-trade Sales of RTD Tea by Subsector: Value 2008-2013
Table 123 Forecast Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2008-2013
Table 124 Forecast Off-trade Sales of RTD Tea by Subsector: % Value Growth 2008-2013
RTD COFFEE IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 125 Off-trade Sales of RTD Coffee: Volume 2003-2008
Table 126 Off-trade Sales of RTD Coffee: Value 2003-2008
Table 127 Off-trade Sales of RTD Coffee: % Volume Growth 2003-2008
Table 128 Off-trade Sales of RTD Coffee: % Value Growth 2003-2008
Table 129 Company Shares of RTD Coffee by Off-trade Volume 2004-2008
Table 130 Brand Shares of RTD Coffee by Off-trade Volume 2005-2008
Table 131 Company Shares of RTD Coffee by Off-trade Value 2004-2008
Table 132 Brand Shares of RTD Coffee by Off-trade Value 2005-2008
Table 133 Forecast Off-trade Sales of RTD Coffee: Volume 2008-2013
Table 134 Forecast Off-trade Sales of RTD Coffee: Value 2008-2013
Table 135 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2008-2013
Table 136 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2008-2013