Greece

In 2023, all product areas posted an increase in retail value sales, due to rising inflation and price hikes. The increase in price points and decline in disposable incomes resulted in consumers adapting their purchasing behaviours, with many…

The penetration of RTD Tea sales in supermarkets remains low, and the bulk of the retail volume is derived from the impulse channel. As impulse purchases drive consumption, RTD tea is less impacted by the cut in consumer spending that is challenging…

RTD coffee has a very low penetration in Greece, largely due to strong competition from fresh coffee. The strong coffee culture in the country, and the wide availability of specialist coffee shops means that takeaway coffee prices are very…

Largely driven by the health trend, chilled Juice has been favoured over the review period, with consumers appreciating the higher nutritional value compared to ambient Juice. However, moving into 2023, ambient Juice had a better performance; the…

Energy drinks remained one of the most dynamic categories in terms of growth in 2023. Even though consumption has been steadily growing for several consecutive years, the landscape has yet to hit maturity and continues to grow. Factors that are…

There was a lack of developments and investment in the concentrates landscape in 2023, which negatively impacted performance. As a result, sales have continued to decline for another consecutive year. Concentrates is challenged by being viewed as a…

Compared to the European average, sugar free products have a very high share of Carbonates in Greece, and penetration is still growing. Sugar free is strong in Cola, while other soft drink options have strong room for growth, and both domestic and…

There is a very high penetration of private label within bottled water. As such, leading companies are focusing on their brands and forming strategic partnerships with key retailers to produce private label water. This offers opportunities for…

Tea is yet to be a mature landscape in Greece, and as such, it has been attracting investment, with new players and launches seen during the review period. However, in 2023, the cost of living crisis resulted in a slowdown in development. The decline…

Other hot drinks posted a steep retail volume decline in 2023, aligned to the cost of living crisis and lower disposable incomes. As such, consumer purchasing changed, and many focused on essentials, with other hot drinks lacking commodity status. In…