Country Report

Butter and Margarine in

Butter and Spreads in Greece

21 pages, Aug 2018

US$990

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Executive Summary

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PROSPECTS

Consumption of butter and spreads declines

The proliferation of healthier breakfast alternatives at the expense of foods cooked with or using butter and margarine resulted in a further decline in volume sales in 2018.

Home baking a growth opportunity?

At the end of the review period home baking was a flourishing trend in Greece, with this helping to slow the category’s volume decline. Manufacturers recognised this and subsequently invested in advertising various recipes or even sponsoring television cookery programmes.

Health and wellness offerings outperform standard products

With the exception of fortified/functional (FF) butter and spreads, which posted a decline in sales due to their high retail prices, other products with health and wellness claims, such as reduced salt or fat and to a lesser extent organic, benefited from the shift towards healthier eating habits, thus outperforming the wider category.

COMPETITIVE LANDSCAPE

Elais Unilever Hellas remains the clear category leader

Elais Unilever Hellas remained the clear leader in butter and spreads in 2018, with Vitam being the company’s best-selling brand. In terms of percentage sales growth, its best performing brand was Super Fresco, while its Altis and Elais brands both saw a heavy decline in sales.

Domestic company Minerva ranks second

The domestic company Minerva ranked second in butter and spreads in 2018, with Fast and Horio being its best-selling brands. The company’s Burrino brand in butter continued to record a heavy decline in sales.

Olympos gains share in butter

Within butter, the best performing brand in 2018 was Hellenic Dairies’ Olympos. Despite its higher retail price than the category average, Olympos benefited from strong brand recognition and the expansion of its product portfolio.

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Overview

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.

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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

This industry report originates from Passport, our:

Packaged Food market research database.

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Packaged Food in Greece - Industry Overview

EXECUTIVE SUMMARY

Sales of packaged food increase due to improving economic scenario

Healthier ingredients shape packaged food consumption patterns

Packaged food is becoming more fragmented

Sklavenitis’ reopening of former Carrefour outlets leads to changes in distribution

Value growth hindered by low consumer confidence

FOODSERVICE

Sales to Foodservice

Sales benefit from the influx of foreign tourists
Health and wellness also affects the foodservice channel
The competitive landscape of the fooservice is very fragmented

Consumer Foodservice

Exotic cuisines still on the rise
Tourism and a slight economic recovery help the foodservice
Number of outlets witnesses only minor fluctuations

Category Data

Table 1 Foodservice Sales of Packaged Food by Category: Volume 2013-2018
Table 2 Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 3 Forecast Foodservice Sales of Packaged Food by Category: Volume 2018-2023
Table 4 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2018-2023

MARKET DATA

Table 5 Sales of Packaged Food by Category: Volume 2013-2018
Table 6 Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 7 Sales of Packaged Food by Category: % Value Growth 2013-2018
Table 8 GBO Company Shares of Packaged Food: % Value 2014-2018
Table 9 NBO Company Shares of Packaged Food: % Value 2014-2018
Table 10 LBN Brand Shares of Packaged Food: % Value 2015-2018
Table 11 Penetration of Private Label by Category: % Value 2013-2018
Table 12 Distribution of Packaged Food by Format: % Value 2013-2018
Table 13 Distribution of Packaged Food by Format and Category: % Value 2018
Table 14 Forecast Sales of Packaged Food by Category: Volume 2018-2023
Table 15 Forecast Sales of Packaged Food by Category: Value 2018-2023
Table 16 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 17 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023

Megatrends

Country Report

Butter and Spreads in Greece

New Report Guarantee

Executive Summary

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PROSPECTS

Consumption of butter and spreads declines

Home baking a growth opportunity?

Health and wellness offerings outperform standard products

COMPETITIVE LANDSCAPE

Elais Unilever Hellas remains the clear category leader

Domestic company Minerva ranks second

Olympos gains share in butter

Overview

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Overview

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Table of Contents

Packaged Food in Greece - Industry Overview

EXECUTIVE SUMMARY

Sales of packaged food increase due to improving economic scenario

Healthier ingredients shape packaged food consumption patterns

Packaged food is becoming more fragmented

Sklavenitis’ reopening of former Carrefour outlets leads to changes in distribution

Value growth hindered by low consumer confidence

FOODSERVICE

Sales to Foodservice

Consumer Foodservice

Category Data

MARKET DATA

SOURCES

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Megatrends

Country Report

Butter and Spreads in Greece

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Consumption of butter and spreads declines

Home baking a growth opportunity?

Health and wellness offerings outperform standard products

COMPETITIVE LANDSCAPE

Elais Unilever Hellas remains the clear category leader

Domestic company Minerva ranks second

Olympos gains share in butter

Overview

Why buy this report?

Samples

Overview

Why buy this report?

Want to find out more about this report?

Table of Contents

Packaged Food in Greece - Industry Overview

EXECUTIVE SUMMARY

Sales of packaged food increase due to improving economic scenario

Healthier ingredients shape packaged food consumption patterns

Packaged food is becoming more fragmented

Sklavenitis’ reopening of former Carrefour outlets leads to changes in distribution

Value growth hindered by low consumer confidence

FOODSERVICE

Sales to Foodservice

Consumer Foodservice

Category Data

MARKET DATA

SOURCES

Why buy this report?

Want to find out more about this report?

Recently Viewed

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