Executive Summary

Nov 2019
PROSPECTS
Maturity hampers growth, but increases still seen in some categories

Growth in baked goods is being hindered by the high level of maturity, given the already very high penetration of bread, cakes and pastries in the country. Although current value growth continued in 2019, volume sales saw a slight decline, highlighting rising prices.

Health trend both encourages and hinders growth

The rising healthy eating trend is one factor posing an obstacle to growth in baked goods in Greece. Not only is this trend resulting in falling consumption of cakes, it is also responsible for the volume decline in bread.

Warm fresh bread available throughout the day to attract consumers

Consumers increased their purchases of baked goods from supermarkets in recent years. This had two major effects.

COMPETITIVE LANDSCAPE
Artisanal products dominate due to an increasingly premium positioning

Artisanal products accounted for the majority of value share within baked goods in 2019. The share of such products is set to remain very high, as bakeries increasingly use a premium positioning in terms of ambience and product mix, helping to add value.

Elbisco expands its production and product range

Elbisco was another company which presented healthy options within packaged bread: one with no sugar and the other with olive oil, wheat germ and no sugar. In 2018, a new rusk production plant was also obtained by Elbisco Group.

Mixes encourage consumers to bake at home

Due to the health and wellness trend, Miloi Agiou Georgiou enhanced its Easy Bake brand with two new gluten-free products: Gluten-Free Baking Mix and Gluten-Free Pastry Mix. At the same time it also launched Leavened Bread mixes.

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Baked Goods in Greece

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Overview

Discover the latest market trends and uncover sources of future market growth for the Baked goods 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 Baked goods industry in Greece, our research will save you time and money while empowering you to make informed, profitable decisions.

The Baked goods 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 Baked goods in Greece?
  • What are the major brands in Greece?
  • How will increasingly volatile wheat commodity prices impact retail prices and sales performance?
  • What are the market opportunities for high fibre products?
  • Are consumers in developing markets moving from unpackaged/artisanal to packaged/industrial offerings?

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.

Baked Goods in Greece - Category analysis

HEADLINES

PROSPECTS

Maturity hampers growth, but increases still seen in some categories
Health trend both encourages and hinders growth
Warm fresh bread available throughout the day to attract consumers

COMPETITIVE LANDSCAPE

Artisanal products dominate due to an increasingly premium positioning
Elbisco expands its production and product range
Mixes encourage consumers to bake at home

CATEGORY DATA

Table 1 Sales of Baked Goods by Category: Volume 2014-2019
Table 2 Sales of Baked Goods by Category: Value 2014-2019
Table 3 Sales of Baked Goods by Category: % Volume Growth 2014-2019
Table 4 Sales of Baked Goods by Category: % Value Growth 2014-2019
Table 5 Sales of Pastries by Type: % Value 2014-2019
Table 6 NBO Company Shares of Baked Goods: % Value 2015-2019
Table 7 LBN Brand Shares of Baked Goods: % Value 2016-2019
Table 8 Distribution of Baked Goods by Format: % Value 2014-2019
Table 9 Forecast Sales of Baked Goods by Category: Volume 2019-2024
Table 10 Forecast Sales of Baked Goods by Category: Value 2019-2024
Table 11 Forecast Sales of Baked Goods by Category: % Volume Growth 2019-2024
Table 12 Forecast Sales of Baked Goods by Category: % Value Growth 2019-2024

Packaged Food in Greece - Industry Overview

EXECUTIVE SUMMARY

Slow growth due to improving economy and rising consumer confidence
Health and local sourcing are increasingly important in packaged food
Growth of smaller brands leads to greater fragmentation in packaged food
Recovery for hypermarkets, but supermarkets remains the dominant channel
Low but increasing consumer confidence set to boost sales

FOODSERVICE

Sales to Foodservice
Foodservice packaged food sales benefit from the influx of foreign tourists
Health and wellness also affects the foodservice channel and the ingredients used
The competitive landscape in foodservice packaged food is very fragmented
Consumer Foodservice
Tourism expected to contribute to growth, but more Greeks may eat at home
Exotic cuisines are on the rise, especially in fast food
Premiumisation amongst operators offering local Greek cuisine
Category Data
Table 13 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 14 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 15 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 16 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 17 Sales of Packaged Food by Category: Volume 2014-2019
Table 18 Sales of Packaged Food by Category: Value 2014-2019
Table 19 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 20 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 21 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 22 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 23 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 24 Penetration of Private Label by Category: % Value 2014-2019
Table 25 Distribution of Packaged Food by Format: % Value 2014-2019
Table 26 Distribution of Packaged Food by Format and Category: % Value 2019
Table 27 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 28 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 29 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 30 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources