One of the most important developments in fortified/functional beverages was the introduction of FF bottled water. The first product was Aqua Power The Vitamin Water, introduced in summer 2017 with limited distribution by domestic manufacturer Sever Consumer Healthcare, a new player in soft drinks, and was initially available in three flavours.
Awareness regarding the benefits of isotonic drinks to gym goers remained limited at the end of the review period, although there was a significant increase in the number of gym goers in the context of health and wellness, which creates growth opportunities for FF sports drinks.
Driven by the introduction of new products in 2017 and 2018, FF tea was the best performer in 2018 with high current value and volume growth, yet its performance is predicted to slow down over the forecast period. FF energy drinks on the other hand, continues to offer high growth potential, and growth is set to remain positive over the forecast period.
Coca-Cola Hellenic Bottling Co SA retained its lead of fortified/functional beverages in 2018, despite losing value share. Amita remained the company’s leading brand, although it recorded a strong current value decline in FF 100% juice (with Amita motion and Amita Fun) as this category recorded high declines overall in both value and volume terms.
Hell Energy Hellas SA was the best performing company within FF energy drinks in 2018 in current value terms. This was largely due to the very competitive price of its brand Hell.
At the end of the review period, a number of new players entered fortified/functional beverages, contributing to the competitive landscape becoming increasingly fragmented. Alongside Seven Consumer Healthcare and Coral Innovations SA, which introduced FF bottled water in Greece, the former also aims to introduce FF RTD tea in 2019.
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Overview: Discover the latest market trends and uncover sources of future market growth for the Fortified/Functional Beverages industry in Greece with research from Euromonitor's team of in-country analysts.
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