Executive Summary

Mar 2019
PROSPECTS
Reduced sugar beverages continue to gain share within beverages

Given that sugar content was a key to soft drinks declining during the review period, companies are continuing to shift towards sugar free beverages, substituting sugar with stevia or alternative sweeteners. In this context, reduced sugar beverages such as carbonates outperformed sugarised versions.

Stevia remains under the spotlight

The introduction of stevia in beverages strongly contributed to growth in BFY reduced sugar beverages, and creates room for development across a number of categories. Although stevia has already been available for several years in Greece, it remains a strong trend in soft drinks.

Weight management the key trend driving growth

Weight management has emerged as a key trend in Greece, having received strong support in the media and among medical practitioners and dieticians. Public awareness of weight-related medical conditions is increasing, while younger Greeks are becoming increasingly conscious of their bodies both for aesthetic purposes and in the context of a general interest in wellbeing.

COMPETITIVE LANDSCAPE
Coca-Cola Hellenic Bottling Co SA retains lead

Coca-Cola Hellenic Bottling Co SA retained its lead of better for you beverages, despite losing strong value share to second-ranked Nestlé Hellas SA. Coca-Cola and third-ranked Green Cola Co SA are both present in reduced sugar carbonates which is the largest category within better for you beverages, while Nestlé leads BFY reduced caffeine beverages.

Presence of domestic players

Alongside multinationals, domestic companies also have a strong presence in better for you beverages. The leading domestic player is Green Cola, which strongly competes with the two multinationals.

Product variety is growing

Amidst the shift to reduced sugar beverages gathering pace, Coca-Cola Hellenic Bottling Co expanded its product portfolio, with new products Fanta Orangeade with 30% less sugar and 20% orange juice, Fanta Zero lemon and orange with stevia, Sprite Zero lemon & mint and Fuze Tea Zero. These launches helped the company balance some of its losses in lemon and orange carbonates.

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Better For You Beverages in Greece

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Overview: Discover the latest market trends and uncover sources of future market growth for the Better For You Beverages 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.

The Better For You Beverages 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
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

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  • 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 Passport market research database.

Better For You Beverages in Greece - Category analysis

HEADLINES

PROSPECTS

Reduced sugar beverages continue to gain share within beverages
Stevia remains under the spotlight
Weight management the key trend driving growth

COMPETITIVE LANDSCAPE

Coca-Cola Hellenic Bottling Co SA retains lead
Presence of domestic players
Product variety is growing

CATEGORY DATA

Table 1 Sales of BFY Beverages by Category: Value 2013-2018
Table 2 Sales of BFY Beverages by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of BFY Beverages: % Value 2014-2018
Table 4 LBN Brand Shares of BFY Beverages: % Value 2015-2018
Table 5 Distribution of BFY Beverages by Format: % Value 2013-2018
Table 6 Forecast Sales of BFY Beverages by Category: Value 2018-2023
Table 7 Forecast Sales of BFY Beverages by Category: % Value Growth 2018-2023

Health and Wellness in Greece - Industry Overview

EXECUTIVE SUMMARY

Health and wellness posts low current value growth
Free from under the spotlight
Competitive landscape increasingly fragmented
Supermarkets a leading distribution channel
Sales are set to continue posting an increase over the forecast period

MARKET DATA

Table 8 Sales of Health and Wellness by Type: Value 2013-2018
Table 9 Sales of Health and Wellness by Type: % Value Growth 2013-2018
Table 10 Sales of Health and Wellness by Category: Value 2013-2018
Table 11 Sales of Health and Wellness by Category: % Value Growth 2013-2018
Table 12 Sales of Health and Wellness by Prime Positioning: Value 2013-2018
Table 13 Sales of Health and Wellness by Prime Positioning: % Value Growth 2013-2018
Table 14 NBO Company Shares of Health and Wellness: % Value 2014-2018
Table 15 LBN Brand Shares of Health and Wellness: % Value 2015-2018
Table 16 Distribution of Health and Wellness by Format: % Value 2013-2018
Table 17 Distribution of Health and Wellness by Format and Category: % Value 2018
Table 18 Forecast Sales of Health and Wellness by Type: Value 2018-2023
Table 19 Forecast Sales of Health and Wellness by Type: % Value Growth 2018-2023
Table 20 Forecast Sales of Health and Wellness by Category: Value 2018-2023
Table 21 Forecast Sales of Health and Wellness by Category: % Value Growth 2018-2023
Table 22 Forecast Sales of Health and Wellness by Prime Positioning: Value 2018-2023
Table 23 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources