Bottled Water in Greece

PROSPECTS

Tourism and the weather drive continued growth

Bottled water continued to see growth in both off-trade volume and current value terms in 2019. The retail price of bottled water is regulated in Greece and therefore not affected by price hikes.

Flavoured and functional bottled water perform well due to wider variety

Flavoured bottled water returned to growth in both off-trade volume and current value terms in 2019. The category recently started to attract investment, with growth driven by an increase in the product variety and availability.

Rising share of smaller formats boosts value sales

When it comes to 1.5-litre bottles and sales for home consumption, price is the key criterion.

COMPETITIVE LANDSCAPE

Coca-Cola leads in value terms due to strong distribution in kiosks

Coca-Cola Hellenic Bottling Co continued to lead bottled water in off-trade value terms with its Avra brand in 2019, despite seeing a slight share decline. Whilst not a strong brand in modern grocery retailers, Avra has a strong presence in the impulse channel with 500ml bottles, driven by Coca-Cola’s widespread distribution network in kiosks.

In volume terms Epirotiki Bottling leads

Domestic company Epirotiki Bottling ranked second in off-trade value terms in 2019, with its Vikos brand. However, despite Coca-Cola’s lead in bottled water off-trade value terms, in off-trade volume terms Epirotiki Bottling was the leader.

Flavoured bottled water sees new launches

New brands were introduced in flavoured bottled water at the end of the review period. For instance, Mastih20 is carbonated water with mastic water, and is available in three SKUs: standard, rose-flavoured and mandarin-flavoured, in 330ml glass bottles.

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