Executive Summary

Mar 2019
PROSPECTS
Introduction of FF bottled water is the key development

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.

Penetration of FF sport drinks remains low, yet there is growth potential

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.

FF tea posts strong growth, energy drinks retains strong growth potential

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.

COMPETITIVE LANDSCAPE
Coca-Cola Hellenic Bottling Co SA retains lead

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 gains value share

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.

New players enter fortified/functional beverages

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.

Want to find out more about this report?
Request more information
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.

Your Recently Viewed Reports

Fortified/Functional Beverages in Greece

Samples (FAQs about samples):

Delivery: Files are delivered directly into your account within a few minutes of purchase.

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.

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.

The Fortified/Functional Beverages 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
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

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 Passport market research database.

Fortified/Functional Beverages in Greece - Category analysis

HEADLINES

PROSPECTS

Introduction of FF bottled water is the key development
Penetration of FF sport drinks remains low, yet there is growth potential
FF tea posts strong growth, energy drinks retains strong growth potential

COMPETITIVE LANDSCAPE

Coca-Cola Hellenic Bottling Co SA retains lead
Hell Energy Hellas gains value share
New players enter fortified/functional beverages

CATEGORY DATA

Table 1 Sales of Fortified/Functional Beverages by Category: Value 2013-2018
Table 2 Sales of Fortified/Functional Beverages by Category: % Value Growth 2013-2018
Table 3 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2013-2018
Table 4 Key Functional Ingredients in Fortified/Functional 100% Juice: % Value 2013-2018
Table 5 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2013-2018
Table 6 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2013-2018
Table 7 NBO Company Shares of Fortified/Functional Beverages: % Value 2014-2018
Table 8 LBN Brand Shares of Fortified/Functional Beverages: % Value 2015-2018
Table 9 Distribution of Fortified/Functional Beverages by Format: % Value 2013-2018
Table 10 Forecast Sales of Fortified/Functional Beverages by Category: Value 2018-2023
Table 11 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2018-2023

Health and Wellness in Greece - Industry Overview

EXECUTIVE SUMMARY

Health and wellness posts low current value growth
Free from under the spotlight
Competitive landscape increasingly fragmented
Supermarkets a leading distribution channel
Sales are set to continue posting an increase over the forecast period

MARKET DATA

Table 12 Sales of Health and Wellness by Type: Value 2013-2018
Table 13 Sales of Health and Wellness by Type: % Value Growth 2013-2018
Table 14 Sales of Health and Wellness by Category: Value 2013-2018
Table 15 Sales of Health and Wellness by Category: % Value Growth 2013-2018
Table 16 Sales of Health and Wellness by Prime Positioning: Value 2013-2018
Table 17 Sales of Health and Wellness by Prime Positioning: % Value Growth 2013-2018
Table 18 NBO Company Shares of Health and Wellness: % Value 2014-2018
Table 19 LBN Brand Shares of Health and Wellness: % Value 2015-2018
Table 20 Distribution of Health and Wellness by Format: % Value 2013-2018
Table 21 Distribution of Health and Wellness by Format and Category: % Value 2018
Table 22 Forecast Sales of Health and Wellness by Type: Value 2018-2023
Table 23 Forecast Sales of Health and Wellness by Type: % Value Growth 2018-2023
Table 24 Forecast Sales of Health and Wellness by Category: Value 2018-2023
Table 25 Forecast Sales of Health and Wellness by Category: % Value Growth 2018-2023
Table 26 Forecast Sales of Health and Wellness by Prime Positioning: Value 2018-2023
Table 27 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources