Free from has been the best performing health and wellness segment for several years and in 2021 again registered healthy current value growth. Free from gluten is by far the largest product area in terms of value sales, followed by from allergens which is mainly concentrated around milk formula and baby food.
Free from dairy is the most dynamic product within free from and is led by Olympos, a brand owned by Hellenic Dairies. The company also leads over free from.
Gluten free is the largest product area within free from, with gluten free bread being the most popular product and is led by the brand Gatidis Gluten Free. Other gluten free products are gaining more shelf space such as gluten free pasta, which is led by Greek brand Melissa, with Barilla coming in second.
Free from will register the highest constant value growth of all health and wellness packaged foods over the forecast period, with free from gluten, followed by free from allergens, continuing to be the largest product areas in terms of value sales. However, free from dairy will be the most dynamic performer over the forecast period.
Greece has seen the launch of many new free from dairy products in recent years, and the demand for plant-based dairy products is expected to grow over the forecast period. This demand is creating an opportunity for the development of more plant-based yoghurt products and this trend is also supported by the increased demand for products that are free from lactose – a dietary requirement that can be met by using plant-based yoghurts.
There is a general trend in Greece towards healthier choices and an increase in product ranges that cater to different health and wellness trends. When consumers purchase their groceries now, health claims are often a primary factor that consumers consider when choosing between products on the shelf.
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Understand the latest market trends and future growth opportunities for the Food Intolerance industry in Greece with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This category includes free from gluten, free from lactose, free from allergens, free from dairy and free from meat products. This excludes foods which are certified ‘free’ of a specific product when this is based on use of sterilised equipment.See All of Our Definitions
This report originates from Passport, our Food Intolerance research and analysis database.
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