Executive Summary

Jul 2019
PROSPECTS
Cider/perry is the best performer in alcoholic drinks

Cider/perry recorded the strongest growth in alcoholic drinks in Greece in 2018. Growth is still coming from a relatively small sales base, with still low penetration, but the increase in product variety and availability is leading to an increase in consumer awareness, which is subsequently resulting in an increase in consumption as an increasing consumer base is gradually emerging.

On-trade sales outperform off-trade

On-trade sales of cider have always been higher in comparison to the off-trade, however it was the introduction of cider in the off-trade in 2016 with the relaunch of Strongbow that provided a huge boost to cider sales and helped cider establish a consumer base. In 2017, growth was faster in the on-trade, as, following cider’s breakthrough in the off-trade, more on-trade establishments begun to introduce cider.

Low price and ABV will drive growth

Alongside the increasing consumer awareness, brand variety and availability, cider’s low retail price and low ABV are key to making cider an appealing alternative to wine and spirits. With regard to the off-trade, the leading brands are sold at EUR1 per 330ml bottle and this has been a key selling point for cider.

COMPETITIVE LANDSCAPE
Athenian Brewery leads sales

Athenian Brewery leads cider sales in Greece, with Strongbow being the best-selling brand. The company posted an increase in share, deriving not so much from Strongbow, but from the launch of the domestic brand Milokleftis.

Olympic Brewery ranks second

Olympic Brewery ranks second in cider in Greece. Its best seller is Sommersby, whereas its Magners brand only accounts for a fraction of cider sales in Greece due to its limited availability and very low consumer awareness.

Other brands claim only a fraction of sales

Rekorderlig and Kopparberg are also available in Greece, however their distribution is scarce, and brand awareness non-existent when it comes to the domestic population. Both brands claim a marginal share of cider’s sales and their sales derive mostly from tourists, who may be familiar with these brands from their home countries.

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Cider/Perry in Greece

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Overview

Discover the latest market trends and uncover sources of future market growth for the Cider/Perry industry in Greece with research from Euromonitor's team of in-country analysts.

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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 Cider/Perry industry in Greece, our research will save you time and money while empowering you to make informed, profitable decisions.

The Cider/Perry 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 volume 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 Cider/Perry in Greece?
  • What are the major brands in Greece?
  • Is premiumisation expected to continue to be an important driver in cider?
  • Who are the key consumers of cider: men, women, younger or older consumers?
  • Where is cider mainly consumed- at home or away from 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 Alcoholic Drinks market research database.

Cider/Perry in Greece - Category analysis

HEADLINES

PROSPECTS

Cider/perry is the best performer in alcoholic drinks
On-trade sales outperform off-trade
Low price and ABV will drive growth

COMPETITIVE LANDSCAPE

Athenian Brewery leads sales
Olympic Brewery ranks second
Other brands claim only a fraction of sales

CATEGORY DATA

Table 1 Sales of Cider/Perry: Total Volume 2013-2018
Table 2 Sales of Cider/Perry: Total Value 2013-2018
Table 3 Sales of Cider/Perry: % Total Volume Growth 2013-2018
Table 4 Sales of Cider/Perry: % Total Value Growth 2013-2018
Table 5 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2013-2018
Table 6 Sales of Cider/Perry by Off-trade vs On-trade: Value 2013-2018
Table 7 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 8 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2013-2018
Table 9 GBO Company Shares of Cider/Perry: % Total Volume 2014-2018
Table 10 NBO Company Shares of Cider/Perry: % Total Volume 2014-2018
Table 11 LBN Brand Shares of Cider/Perry: % Total Volume 2015-2018
Table 12 Forecast Sales of Cider/Perry: Total Volume 2018-2023
Table 13 Forecast Sales of Cider/Perry: Total Value 2018-2023
Table 14 Forecast Sales of Cider/Perry: % Total Volume Growth 2018-2023
Table 15 Forecast Sales of Cider/Perry: % Total Value Growth 2018-2023

Alcoholic Drinks in Greece - Industry Overview

EXECUTIVE SUMMARY

Sales recover from the recession
Tourism flourishes and Greece exits the memoranda
Beer companies lead sales
Hypermarkets channel regains part of its lost share
Prospects for alcoholic drinks are optimistic

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 16 Number of On-trade Establishments by Type 2013-2018

TAXATION AND DUTY LEVIES

Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2018 (EUR per Hectolitre)

OPERATING ENVIRONMENT

Contraband/parallel trade
Duty free
Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 17 Retail Consumer Expenditure on Alcoholic Drinks 2013-2018

MARKET DATA

Table 18 Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
Table 19 Sales of Alcoholic Drinks by Category: Total Value 2013-2018
Table 20 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
Table 21 Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018
Table 22 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2018
Table 23 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2018
Table 24 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2018
Table 25 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2018
Table 26 GBO Company Shares of Alcoholic Drinks: % Total Volume 2014-2018
Table 27 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2013-2018
Table 28 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2018
Table 29 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 30 Forecast Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 31 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 32 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources