Fortified/Functional Packaged Food in Greece

PROSPECTS

The high-protein trend continues to gain momentum in 2019

As Greeks become more health-conscious, they are showing increasing interest in FF packaged food products that are fortified with protein. This is a relatively new trend in Greece, having only emerged during the latter part of the review period thanks to increased publicity about the potential benefits of protein-rich diets.

New vitamin-enriched products stimulate sales

Another key trend is the combination of dairy products with vitamins. More dairy products with extra vitamins have been launched in recent years, including Elais Unilever Hellas SA’s new spread which combines butter with vegetable oil and contains vitamins A, D and E.

High prices limit the development potential of FF packaged food

FF packaged food products tend to be quite expensive compared with standard alternatives. Although economic conditions in Greece are improving, consumers remain highly budget-conscious and this enduring price-sensitivity could continue to restrict demand within FF packaged food over the forecast period.

COMPETITIVE LANDSCAPE

A broad portfolio of well-known brands ensures Nestlé lead in 2019

Nestlé continued to lead FF packaged food in value terms in 2019 with a broad portfolio of well-known and widely distributed brands that cover multiple categories. The most popular of these brands was Fitness, which maintained a dominant position in FF snack bars.

FF milk formula players suffer as birth rates decline

FF milk formula players Nestlé, FrieslandCampina, Numil Hellas SA, Delta Foods SA and Vianex SA occupied four of the top 10 positions in FF packaged food in 2019. However, as milk formula consumption continued to fall due to declining birth rates in Greece, they all saw their overall value shares decline.

Continued growth for Arla Foods with its Arla Protein range

Arla Foods continued to record pleasing value sales and share growth in 2019. The company was amongst the most successful in tapping into the growing interest in high-protein FF products in Greece towards the end of the review period.

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