Bottled Water in Greece

PROSPECTS

Tourism and weather drive sales growth

The retail price of bottled water is regulated in Greece and therefore not affected by price hikes. The two main factors impacting performance in 2018 were the weather and rise in number of tourists.

Rising demand for carbonated mineral water

Carbonated bottled water sales declined marginally in 2018, with higher retail prices discouraging consumers from purchasing products in this area on a regular basis. Consumer confidence in Greece remains low, although economic indicators are positive and should help to boost consumption.

Introduction of functional water

One of the most important developments in bottled water was the introduction of functional water. Aqua Power Vitamin Water was introduced in summer 2017 with limited distribution by domestic manufacturer Sever Consumer Healthcare, a new player in soft drinks.

COMPETITIVE LANDSCAPE

Vikos continues to lead volume sales

Domestic brand Vikos from Epirotiki Bottling ranks first in bottled water due to its strength within still mineral bottled water. The company launched a EUR25 million investment plan in 2017 to boost the capacity of its production facilities with a new water bottling line and expand geographic distribution of the Vikos brand.

Coca-Cola continues to lead value sales

Coca-Cola remains the leading player within bottled water in value terms. The company is the leading player in soda water with Schweppes, while it also has a strong sales share in still bottled water with its Avra brand.

Bottled water becoming more fragmented

Although a small number of companies have a strong presence in bottled water given wider distribution throughout the country and strong brand names, bottled water in Greece is very fragmented, with sales being split between a large number of small players. Mineral water is more concentrated, while most smaller companies are present in purified water.

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