Bar closures in the context of lockdowns in 2020 and 2021 resulted in strong losses for beer. Although beer was among the least affected categories within alcoholic drinks, partly due to the rise in off-trade consumption compensating for a significant part of the losses in the on-trade, but also because beer consumption is seasonal in Greece and peaks during summer months, the lockdown did not influence the category as much given that the on-trade was closed in both years over the winter.
Within off-trade consumption, the share of multipacks increased significantly in 2020 and the first half of 2021 when bars were closed and home consumption increased. Promotional intensity further affected value growth which, together with the migration away from premium brands towards economy and mid-priced, translated to a decline in value.
Bars in Greece reopened in May 2021 with restrictions on accessing indoor spaces which were gradually lifted for the vaccinated population. The unvaccinated population was only allowed indoors with a negative rapid test (valid for 48 hours) while the rise in COVID-19 cases in autumn 2021 was followed by stricter measures coming into effect and the unvaccinated population without a rapid test were banned from accessing any on-trade establishment, indoors or outdoors.
The anticipated impact of COVID-19 upon the economy is set to be a key factor shaping trends over the forecast period. Consumer purchasing power is expected to decline as the cost of living rises amid hikes in fuel and energy prices affecting prices in consumer goods and utilities.
While the penetration of non-alcoholic beer increased significantly over the review period, the category has not yet reached maturity and sales continue to grow. Non-alcoholic beer was not largely affected by bar closures as home seclusion gave a strong boost to off-trade sales.
The localisation trend will continue to shape brand performance over the forecast period with domestic brands gaining share over imported ones across all price bands. In the premium segment, the share of craft beers will increase and sales of imported brands are set to stagnate and become even more dependent upon tourist flows than they already are.
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An alcoholic drink usually brewed from malt, sugar, hops and water and fermented with yeast. Some beers are made by fermenting a cereal, especially barley, and therefore not flavoured by hops. Alcohol content for beer is varied – anything up to and over 14% ABV (alcohol by volume), although 3.5% to 5% is most common. Beer is the aggregation of lager, dark beer, stout and non/low alcohol beer.See All of Our Definitions
This report originates from Passport, our Beer research and analysis database.
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