Overall, total sales of coffee are only expected to record a small loss in 2020, despite the disruption of COVID-19. This is due to a very strong coffee culture in Greece, which means that Greek consumers will continue to consume coffee products even when their routines are disrupted.
An important development in coffee that will begin to affect the category in 2020 is the launch of fresh coffee beans products in supermarkets in the final quarter in 2019. Although fresh coffee beans is not yet expected to post significant retail volume or current value sales in 2020, the wider availability of fresh coffee beans in supermarkets is expected to spark a significant shift in coffee.
Fresh ground coffee pods will continue to record strong growth in 2020, despite the instability of COVID-19, as new players continue to emerge. There was a decline in sales of pod coffee machines towards the end of the review period, however, there has been a massive increase in the variety of pods available as more players entered the category; even private label products were introduced.
The impact of COVID-19 upon Greece’s economy will be severe in the coming years, as the country has only recently begun to recover from recession. The country will suffer from heavy economy losses as a result of disruption of COVID-19, and Greek consumers will face further financial uncertainty from job losses that are expected to continue in the forecast period.
The migration from on-trade to off-trade sales is not expected to be immediately reversed in the forecast period, and it will take time for sales to revert to revert to the pre-COVID-19 retail/foodservice split. This is primarily due to the financial uncertainty and economic hardship in the pipeline for Greek consumers.
Although e-commerce is expected to remain a small channel in coffee in 2020, the channel is making significant gains in the category, which will only be accelerated by the COVID-19 crisis. Although e-commerce has a relatively small reach in the Greece, retailers and companies are investing more heavily in the expansion of home delivery options.
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Understand the latest market trends and future growth opportunities for the Coffee industry in Greece with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This report originates from Passport, our Coffee research and analysis database.
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