Country Report

Butter and Margarine in

Butter and Margarine in Greece

Aug 2017

US$990

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Executive Summary

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TRENDS

Health and wellness trends shape consumption patterns, with butter growing at the expense of margarine, and a shift towards reduced fat and organic products. Overall products with health and wellness claims continued to perform well and gained share within the category. Within butter products those from cow’s milk were the best performers while soft butter outperformed hard, which highlighted that the key driver for butter’s performance is its use as a spread rather than for cooking/baking.

COMPETITIVE LANDSCAPE

Elais-Unilever Hellas SA led with 48% of retail value sales in 2017. The company’s share declined because of the fall in the share of margarine and spreads, in which it was the leader. However, within margarine and spreads the company’s Vitam and Flora brands both gained retail value share.

PROSPECTS

Butter and margarine is expected to register a negative retail value CAGR of 3% at constant 2017 prices over the forecast period and a negative retail volume CAGR of 3%. The decline is anticipated to be slower in comparison to the review period given that consumption of butter and margarine has already dropped to low levels. While Greeks will continue to avoid butter and margarine as spreads they use such products for cooking and baking and because there is a trend favouring home cooking and baking it will contribute to slowing down the decline deriving from the drop in consumption as spreads.

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Overview

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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.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Butter and Margarine 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.

If you're in the Butter and Margarine industry in Greece, our research will save you time and money while empowering you to make informed, profitable decisions.

The Butter and Margarine 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
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Butter and Margarine in Greece?
What are the major brands in Greece?
Are consumers in emerging markets moving from unpackaged to packaged oils and fats?
What are the sales prospects for “healthy” cooking oils?
Will retail sales suffer as economic prospects improve and consumers move back to eating out rather than cooking at home?

Why buy this report?

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

Megatrends

Country Report

Butter and Margarine in Greece

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Executive Summary

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TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

Overview

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Overview

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