Baby Food in Greece

PROSPECTS

Falling birth rate continues to negatively affect all baby food categories

The birth rate continues to decline in Greece, primarily due to the ongoing recession in the country, which has discouraged many young Greeks from starting a family. This negatively affected all baby food categories in current value terms in 2019.

Companies have to counter misinformation before it spreads

Fake news and misinformation has led companies to change their marketing strategies. Companies need to be aware of fake news, especially on social media, and counter it before it can spread.

Breastfeeding recommended by health specialists, hampering growth in milk formula

Although the government does not officially take sides in the breastfeeding/milk formula debate, many Greeks still look down on new mothers who do not breastfeed. Therefore, in Greece, sales of milk formula for infants are not keeping up with in other European countries.

COMPETITIVE LANDSCAPE

FrieslandCampina Hellas maintains its lead due to its strength in milk formula

FrieslandCampina Hellas remained the leading player in baby food in value terms in 2019, thanks to its wide product portfolio and presence in the majority of categories. Although the company’s share declined in the review period as a result of the increasing competition, it saw a slight resurgence in 2019, mainly due to regaining share in milk formula.

CSR programme from Jotis aims to boost the birth rate

Jotis has announced a new corporate social responsibility programme “A Hope is Born”. This programme aims to increase the birth rate by offering medical coverage and financial relief for young women who want to become mothers.

Organic and goat milk products are increasingly popular and see new launches

Nestlé has launched a new line of organic baby food in Greece, NatureNes, which contains 100% organic fruits, vegetables and cereals. These products contain no added sugar or salt, and no preservatives or colourings.

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