Modern grocery retailers such as supermarkets and hypermarkets continue to lead sales of drinking milk. However, a significant portion of products are increasingly being sold in smaller retail outlets, such as mini-markets and bakeries.
New launches in drinking milk products have been focusing on the health and wellness trend particularly since the onset of the pandemic. For instance, fortified/functional lines are becoming increasingly popular.
Delta Foods is set to maintain its lead in drinking milk products in current retail value terms in 2021. However, the company is seeing a slow and gradual drop in its share, given that its primary focus is cow’s milk, which is expected to decline in both retail volume and current retail value terms in 2021.
Other milk alternatives, such as plant-based drinking products, is set to experience strong growth over the forecast period. Greek consumers will become more familiar with non-dairy milk products which will lead to a preference for almond milk rather than soya, the sales of which are declining or coconut milk, sales of which will remain stable.
Amidst the poor performance of fresh milk, the leading dairy manufacturers are expected to reduce their investment in cow’s milk into the forecast period and will instead focus on niche products such as goat milk, as well as cheese and yoghurt, whilst also looking to expand their export activities. This will provide room for new players to emerge, with fresh milk becoming more fragmented.
Drinking milk products in Greece is a product category with plenty of room for development. As a result, companies are expected to continue leveraging on this scope for innovation with new product developments in the forecast period.
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Understand the latest market trends and future growth opportunities for the Drinking Milk Products industry in Greece with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Drinking Milk Products research and analysis database.
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