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.
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 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.
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.
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.
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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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.
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