Executive Summary

Mar 2019
PROSPECTS
High-protein FF products continue to gain popularity in Greece

Like consumers in other Western European countries, 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.

Greeks lose confidence in the health claims made by FF products

While demand for high-protein products remained strong, interest in most other types of FF packaged food continued to wane in Greece in 2018. Together with better education about nutrition, media reports and the findings of various scientific studies have made many Greeks more sceptical about the benefits claimed by FF products in recent years.

High prices limit development potential of FF packaged food

Another reason why interest in FF packaged food is diminishing among Greeks is that these products tend to be quite expensive as compared to standard alternatives. Although economic conditions in Greece are slowly improving, consumers remain highly budget-conscious following a decade of austerity.

COMPETITIVE LANDSCAPE
Nestlé maintains its lead in 2018

Nestlé continued to lead FF packaged food in value terms in 2018 with a broad portfolio that covers multiple categories and offers a number of well-known and widely distributed brands. 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 five of the top 10 positions in FF packaged food in 2018. However, as milk formula consumption continued to fall due to declining birth rates in Greece, FrieslandCampina, Numil and Delta saw their overall value shares decline, while Vianex’s share remained static.

Arla Foods continues to gain ground

Arla Foods recorded the biggest increase in its overall value share of any player in FF packaged food in 2018. This company was among the most successful in tapping into growing interest in high-protein FF products in Greece towards the end of the review period.

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Fortified/Functional Packaged Food in Greece

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Overview: Discover the latest market trends and uncover sources of future market growth for the Fortified/Functional Packaged Food 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 Packaged Food 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 Packaged Food in Greece - Category analysis

HEADLINES

PROSPECTS

High-protein FF products continue to gain popularity in Greece
Greeks lose confidence in the health claims made by FF products
High prices limit development potential of FF packaged food

COMPETITIVE LANDSCAPE

Nestlé maintains its lead in 2018
FF milk formula players suffer as birth rates decline
Arla Foods continues to gain ground

CATEGORY DATA

Table 1 Sales of Fortified/Functional Packaged Food by Category: Value 2013-2018
Table 2 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2013-2018
Table 3 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2013-2018
Table 4 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2013-2018
Table 5 Key Functional Ingredients in Fortified/Functional Milk: % Value 2013-2018
Table 6 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2013-2018
Table 7 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2014-2018
Table 8 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2015-2018
Table 9 Distribution of Fortified/Functional Packaged Food by Format: % Value 2013-2018
Table 10 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2018-2023
Table 11 Forecast Sales of Fortified/Functional Packaged Food 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