Fortified/Functional Packaged Food in Greece

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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