Baby Food in Greece

PROSPECTS

Baby food adversely impacted by the country’s falling birth rate

Greece’s birth rate continued to decline in 2018, primarily due to the ongoing recession in the country, which has discouraged many young Greeks from starting a family. In 2017, the number of births fell by 4% to 87,038, with a further decline expected in 2018.

Increase in breastfeeding further affects volume growth

The average duration of breastfeeding in Greece is increasing, reaching 8.3 months in 2018, up from 7.

Goat milk products introduced in baby food

One trend which was particularly noticeable at the end of the review period in dairy products was the rise of goat milk and goat milk-based products, with new offerings being launched in various categories and all performing well. Goat milk growing-up formula products were launched over 2017/2018 by both Delta Foods and Hellenic Dairies under their Advance and Olympos 1bio3 brands, respectively, in response to this trend.

COMPETITIVE LANDSCAPE

FrieslandCampina Hellas remains the leading player

FrieslandCampina Hellas remained the leading player in baby food in 2018 thanks to its wide product portfolio and presence in the majority of categories. However, the company’s share is declining as a result of increasing competition.

Nestlé’s Nan gains share

Nestlé ranked fifth in baby food in 2018. The company invested heavily in its Nan brand over 2017/2018, with this helping the brand’s sales to grow significantly.

Manufacturers are investing in organic baby food

Thanks to a strong performance from organic baby food over most of the review period, manufacturers will continue to invest in this niche. Despite their higher retail prices, organic products appeal to young parents in Greece, especially as their babies get older.

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