Amidst growing public concern about rising obesity rates in Greece, food and drink industry associations are taking more proactive steps to address this problem. For example, in 2018 the Association of Greek Soft Drinks Industries (SEVA) announced an initiative to reduce the sugar content of its products by 10% by 2020.
Leading BFY packaged food manufacturers are increasingly positioning their products as being suitable for recipes and diets that are traditionally popular among Greeks. Most notably, many reduced fat products are now promoted as being compatible with the Mediterranean diet, which has long been perceived as well-balanced and nutritious.
Thanks in part to educational initiatives funded by public and private entities, Greeks are becoming more conscious of the role diet plays in health problems like obesity, diabetes, heart disease etc. This trend will continue pose both opportunities and challenges for BFY packaged food over the forecast period.
Delta Foods remained the overall leader in BFY packaged food in value terms in 2018. This was due to its leading position in reduced fat dairy, where it maintains a broad portfolio that covers multiple categories and includes well-established brands such as Milko, Complet, Delta, Vlahas and Vitaline.
A number of leading companies in BFY packaged food saw their overall retail value shares decline in 2018. These included top three players Delta Foods, FrieslandCampina Hellas SA and Fage SA, all of which were negatively affected by falling demand in key reduced fat dairy categories.
BFY packaged food in Greece is dominated by a handful of reduced fat dairy categories. However, demand in these categories has weakened in recent years due to a combination of maturity, changing consumer habits and growing competition from other product types.
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Overview: Discover the latest market trends and uncover sources of future market growth for the Better For You Packaged Food industry in Greece with research from Euromonitor's team of in-country analysts.
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