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Country Report

Greece Flag Confectionery in Greece

| Pages: 70

Price: US$1,900

About this Report

Executive Summary

Chocolate Confectionery

TRENDS

  • Being an affordable indulgence product sold in a wide range of outlets to which consumers have easy access at any time has contributed to the performance of chocolate confectionery. Despite the recession, volume sales of chocolate confectionery were fairly stable in 2013, registering a marginal decline of less than 1%, while 2014 has been a better year, with volume sales remaining stable. Value sales, on the other hand, are set to record a further 2% decline in current terms, partly due to discounting and promotional activities in stores, partly due to changes regarding the types of chocolate confectionery Greeks purchase and last but not least due to changes regarding where Greeks buy chocolate confectionery (ie there has been a migration from kiosks and other small channels to supermarkets where multipacks on promotion are prevalent). Whereas sales of chocolate confectionery via supermarkets saw an increase in 2013 and continue to increase in 2014, sales via impulse channels have witnessed a decline.

COMPETITIVE LANDSCAPE

  • The category leader in 2013 was Mondelez Hellas with a value share of 29%, which is predicted to reach 30% by the end of 2014. In 2013, the company’s share declined by two percentage points. This can mainly be attributed to Lacta, which in 2013 registered negative growth and lost out to the launch of Ion Join. Ion, on the other hand, managed to grow its share by one percentage point in 2013 to 29%. Join greatly contributed to this as in 2013 the brand managed to secure a share of 5% within tablets.

PROSPECTS

  • Chocolate confectionery is set to record a relatively flat performance in volume terms over the forecast period but at the same time register a value CAGR decline of 2% at constant 2014 prices. Volume sales will perform better than value sales, which shows that Greeks will not necessarily reduce the amount of chocolate confectionery they consume, but they will continue to opt for products which offer value for money.

Gum

TRENDS

  • The latest trend in gum is for products which offer a longer-lasting flavour. The trend began with the launches of Trident 40 Minutes and Mentos 45 Minutes. The recession remains a major obstacle to growth, with gum posting a 12% decline in current value terms in 2013, with a further 11% loss predicted in 2014. This decline can be mainly attributed to the performance of gum in kiosks, while despite the economic downturn, gum has witnessed positive, albeit marginal, growth via supermarkets. As kiosks still account for the lion’s share of sales when it comes to gum, the category’s good performance in supermarkets has not been enough to reverse the trend. It is, however, a development that reflects how consumers are starting to plan in advance the purchase of traditional impulse products.

COMPETITIVE LANDSCAPE

  • Thanks to its best-selling Trident brand, the leading company in gum in 2014 remains Mondelez Hellas with a value share of 60%. Mars Hellas SA ranks second with a share of 23%. The company’s best-selling brand is Orbit with a 13% share. Following the global acquisition of Wrigley by Mars Inc, Mars Hellas entered gum in 2013 by taking over Wrigley’s portfolio.

PROSPECTS

  • Gum is expected to continue to register a negative performance in both volume and value terms at constant 2014 prices over the forecast period. Unless the economy starts to show signs of recovery, it is highly unlikely that consumers will increase their spending on gum. Gum is predicted a volume CAGR decline of 4% and a value CAGR decline of 6% over 2014-2019.

Sugar Confectionery

TRENDS

  • Although sugarised products continue to account for the bulk of sales in sugar confectionery and despite the fact that sugar free is not a key priority among Greeks when they purchase sugar confectionery, products without sugar have been under the spotlight, gradually becoming increasingly available in the Greek market.

COMPETITIVE LANDSCAPE

  • With a 27% value share, Mondelez Hellas remained the category leader in 2013. The company’s leadership is down to Halls, the best-selling brand in sugar confectionery. However, the company’s share is expected to decline by four percentage points in 2014 as Halls has been losing share. Within the Halls brand, there has been a clear shift from sugarised to sugar free, with sugar free variants growing at the expense of sugarised formats. The launch of Halls XS has contributed to this trend.

PROSPECTS

  • Euromonitor International expects the penetration of sugar free products to increase over the forecast period as manufacturers place more emphasis on health and wellness. This trend will apply primarily to boiled sweets and medicated confectionery, although sugar free products are also set to be introduced in other categories. Sugarised confectionery will continue to account for a dominant share of sales owing to the strong penetration of traditional products, such as halva, Turkish Delight and mantolato (nougat), all of which have a high sugar content.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Confectionery industry in Greece with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Confectionery industry in Greece, our research will save you time and money while empowering you to make informed, profitable decisions.

The Confectionery in Greece market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Confectionery in Greece?
  • What are the major brands in Greece?
  • With economic recovery far from guaranteed, are consumers cutting back on impulse and indulgence food items like confectionery?
  • How are manufacturers addressing consumer concerns over health and obesity?
  • What does the future hold for ethically sourced products?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Packaged Food market research database.

Table of Contents

Confectionery in Greece - Category Analysis

CHOCOLATE CONFECTIONERY IN GREECE

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 1 Sales of Chocolate Confectionery by Category: Volume 2009-2014
  • Table 2 Sales of Chocolate Confectionery by Category: Value 2009-2014
  • Table 3 Sales of Chocolate Confectionery by Category: % Volume Growth 2009-2014
  • Table 4 Sales of Chocolate Confectionery by Category: % Value Growth 2009-2014
  • Table 5 Sales of Chocolate Tablets by Type: % Value Breakdown 2009-2014
  • Table 6 NBO Company Shares of Chocolate Confectionery: % Value 2010-2014
  • Table 7 LBN Brand Shares of Chocolate Confectionery: % Value 2011-2014
  • Table 8 Distribution of Chocolate Confectionery by Format: % Value 2009-2014
  • Table 9 Forecast Sales of Chocolate Confectionery by Category: Volume 2014-2019
  • Table 10 Forecast Sales of Chocolate Confectionery by Category: Value 2014-2019
  • Table 11 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2014-2019
  • Table 12 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2014-2019

GUM IN GREECE

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 13 Sales of Gum by Category: Volume 2009-2014
  • Table 14 Sales of Gum by Category: Value 2009-2014
  • Table 15 Sales of Gum by Category: % Volume Growth 2009-2014
  • Table 16 Sales of Gum by Category: % Value Growth 2009-2014
  • Table 17 Sales of Gum by Flavour: Rankings 2009-2014
  • Table 18 NBO Company Shares of Gum: % Value 2010-2014
  • Table 19 LBN Brand Shares of Gum: % Value 2011-2014
  • Table 20 Distribution of Gum by Format: % Value 2009-2014
  • Table 21 Forecast Sales of Gum by Category: Volume 2014-2019
  • Table 22 Forecast Sales of Gum by Category: Value 2014-2019
  • Table 23 Forecast Sales of Gum by Category: % Volume Growth 2014-2019
  • Table 24 Forecast Sales of Gum by Category: % Value Growth 2014-2019

SUGAR CONFECTIONERY IN GREECE

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 25 Sales of Sugar Confectionery by Category: Volume 2009-2014
  • Table 26 Sales of Sugar Confectionery by Category: Value 2009-2014
  • Table 27 Sales of Sugar Confectionery by Category: % Volume Growth 2009-2014
  • Table 28 Sales of Sugar Confectionery by Category: % Value Growth 2009-2014
  • Table 29 Sales of Pastilles, Gums, Jellies and Chews by Type: % Value Breakdown 2009-2014
  • Table 30 NBO Company Shares of Sugar Confectionery: % Value 2010-2014
  • Table 31 LBN Brand Shares of Sugar Confectionery: % Value 2011-2014
  • Table 32 Distribution of Sugar Confectionery by Format: % Value 2009-2014
  • Table 33 Forecast Sales of Sugar Confectionery by Category: Volume 2014-2019
  • Table 34 Forecast Sales of Sugar Confectionery by Category: Value 2014-2019
  • Table 35 Forecast Sales of Sugar Confectionery by Category: % Volume Growth 2014-2019
  • Table 36 Forecast Sales of Sugar Confectionery by Category: % Value Growth 2014-2019
  • Summary 1 Other Sugar Confectionery: Product Types

Confectionery in Greece - Company Profiles

Alfa-Beta Vassilopoulos SA in Packaged Food (Greece)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 Alfa-Beta Vassilopoulos SA: Key Facts
  • Summary 3 Alfa-Beta Vassilopoulos SA: Operational Indicators

COMPANY BACKGROUND

INTERNET STRATEGY

  • Summary 4 Alfa-Beta Vassilopoulos: Share of Sales Generated by Internet Retailing

PRIVATE LABEL

  • Summary 5 Alfa-Beta Vassilopoulos SA: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 6 Alfa-Beta Vassilopoulos SA: Competitive Position 2013

Packaged Food in Greece - Industry Context

EXECUTIVE SUMMARY

Value sales continue to decline in context of promotional activities

From added value to back to basics

Domestic players continue to gain share alongside trend for local brands

Supermarkets continue to gain share

Recovery still regarded as utopian

KEY TRENDS AND DEVELOPMENTS

Growth for private label products slows as price wars intensify

‘Made in Greece’ remains key driver for company performance

Back to basics: fancy claims no longer a growth driver

Home baking creates growth potential

FOODSERVICE – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends – sales to foodservice

Trends – foodservice

Prospects

Category Data

  • Table 37 Foodservice Sales of Packaged Food by Category: Volume 2009-2014
  • Table 38 Foodservice Sales of Packaged Food by Category: % Volume Growth 2009-2014
  • Table 39 Forecast Foodservice Sales of Packaged Food by Category: Volume 2014-2019
  • Table 40 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019

IMPULSE AND INDULGENCE PRODUCTS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 41 Sales of Impulse and Indulgence Products by Category: Volume 2009-2014
  • Table 42 Sales of Impulse and Indulgence Products by Category: Value 2009-2014
  • Table 43 Sales of Impulse and Indulgence Products by Category: % Volume Growth 2009-2014
  • Table 44 Sales of Impulse and Indulgence Products by Category: % Value Growth 2009-2014
  • Table 45 NBO Company Shares of Impulse and Indulgence Products: % Value 2010-2014
  • Table 46 LBN Brand Shares of Impulse and Indulgence Products: % Value 2011-2014
  • Table 47 Forecast Sales of Impulse and Indulgence Products by Category: Volume 2014-2019
  • Table 48 Forecast Sales of Impulse and Indulgence Products by Category: Value 2014-2019
  • Table 49 Forecast Sales of Impulse and Indulgence Products by Category: % Volume Growth 2014-2019
  • Table 50 Forecast Sales of Impulse and Indulgence Products by Category: % Value Growth 2014-2019

MEAL SOLUTIONS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 51 Sales of Meal Solutions by Category: Volume 2009-2014
  • Table 52 Sales of Meal Solutions by Category: Value 2009-2014
  • Table 53 Sales of Meal Solutions by Category: % Volume Growth 2009-2014
  • Table 54 Sales of Meal Solutions by Category: % Value Growth 2009-2014
  • Table 55 NBO Company Shares of Meal Solutions: % Value 2010-2014
  • Table 56 LBN Brand Shares of Meal Solutions: % Value 2011-2014
  • Table 57 Forecast Sales of Meal Solutions by Category: Volume 2014-2019
  • Table 58 Forecast Sales of Meal Solutions by Category: Value 2014-2019
  • Table 59 Forecast Sales of Meal Solutions by Category: % Volume Growth 2014-2019
  • Table 60 Forecast Sales of Meal Solutions by Category: % Value Growth 2014-2019

NUTRITION/STAPLES – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 61 Sales of Nutrition/Staples by Category: Volume 2009-2014
  • Table 62 Sales of Nutrition/Staples by Category: Value 2009-2014
  • Table 63 Sales of Nutrition/Staples by Category: % Volume Growth 2009-2014
  • Table 64 Sales of Nutrition/Staples by Category: % Value Growth 2009-2014
  • Table 65 NBO Company Shares of Nutrition/Staples: % Value 2010-2014
  • Table 66 LBN Brand Shares of Nutrition/Staples: % Value 2011-2014
  • Table 67 Forecast Sales of Nutrition/Staples by Category: Volume 2014-2019
  • Table 68 Forecast Sales of Nutrition/Staples by Category: Value 2014-2019
  • Table 69 Forecast Sales of Nutrition/Staples by Category: % Volume Growth 2014-2019
  • Table 70 Forecast Sales of Nutrition/Staples by Category: % Value Growth 2014-2019

MARKET DATA

  • Table 71 Sales of Packaged Food by Category: Volume 2009-2014
  • Table 72 Sales of Packaged Food by Category: Value 2009-2014
  • Table 73 Sales of Packaged Food by Category: % Volume Growth 2009-2014
  • Table 74 Sales of Packaged Food by Category: % Value Growth 2009-2014
  • Table 75 GBO Company Shares of Packaged Food: % Value 2010-2014
  • Table 76 NBO Company Shares of Packaged Food: % Value 2010-2014
  • Table 77 LBN Brand Shares of Packaged Food: % Value 2011-2014
  • Table 78 Penetration of Private Label by Category: % Value 2009-2014
  • Table 79 Distribution of Packaged Food by Format: % Value 2009-2014
  • Table 80 Distribution of Packaged Food by Format and Category: % Value 2014
  • Table 81 Forecast Sales of Packaged Food by Category: Volume 2014-2019
  • Table 82 Forecast Sales of Packaged Food by Category: Value 2014-2019
  • Table 83 Forecast Sales of Packaged Food by Category: % Volume Growth 2014-2019
  • Table 84 Forecast Sales of Packaged Food by Category: % Value Growth 2014-2019

SOURCES

  • Summary 7 Research Sources

Segmentation

This market research report includes the following:

  • Packaged Food
    • Confectionery
      • Chocolate Confectionery
        • Bagged Selflines/Softlines
        • Boxed Assortments
          • Standard Boxed Assortments
          • Twist Wrapped Miniatures
        • Chocolate with Toys
        • Countlines
        • Seasonal Chocolate
        • Tablets
        • Other Chocolate Confectionery
      • Gum
        • Bubble Gum
        • Chewing Gum
          • Sugar Free Gum
          • Sugarised Gum
      • Sugar Confectionery
        • Boiled Sweets
        • Liquorice
        • Lollipops
        • Medicated Confectionery
        • Mints
          • Power Mints
          • Standard Mints
        • Pastilles, Gums, Jellies and Chews
        • Toffees, Caramels and Nougat
        • Other Sugar Confectionery

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares
  • Distribution
  • Pricing
  • Analysis by Flavour
  • Analysis by Type
  • Products by Ingredient

Market size details:

  • Retail volume
  • Retail volume % growth
  • Retail volume per capita
  • Foodservice volume
  • Foodservice volume % growth
  • Foodservice volume per capita
  • Total volume
  • Total volume % growth
  • Total volume per capita
  • Retail value retail selling price % growth
  • Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price % growth
  • Retail value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail volume (tonnes)
  • Retail volume (tonnes) % growth
  • Retail volume (tonnes) per capita
  • Foodservice volume (tonnes)
  • Foodservice volume (tonnes) % growth
  • Foodservice volume (tonnes) per capita
  • Total volume (tonnes)
  • Total volume (tonnes) % growth
  • Total volume (tonnes) per capita

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