Greek consumers are showing increasing interest in free from packaged food. Although this trend is underpinned by rising health-consciousness, in recent years it has been further bolstered by improvements in both the variety and distribution of free from products available in Greece.
While prices for some product types have fallen in recent years as their availability has increased, free from packaged food in general remains comparatively expensive in Greece. In 2018, many free from products still cost twice as much or more as their standard counterparts, which continued to limit their affordability for the large number of consumers struggling with the fallout from the country’s prolonged economic crisis.
Greece has seen the launch of many new free from dairy products in recent years. One factor that has encouraged such launches is the growing popularity of veganism in the country.
Leader SA remained the number one company in free from packaged food in value sales terms in 2018. This was mainly due to the success of Alpro, the dominant brand in free from dairy milk, which Leader imports and distributes in Greece.
The emergence of free from versions of well-known standard or mainstream brands has played a key role in strengthening consumer interest in free from packaged food in Greece in recent years. For example, the latter part of the review period saw the introduction of free from gluten variants of popular sweet biscuits brand Papadopoulou and leading countlines brand Sokofreta.
Until relatively recently, free from packaged food in Greece was an underdeveloped category that was mainly represented by HA milk formula. Accordingly, milk formula producers such as FrieslandCampina Hellas SA, Vianex SA and Numil Hellas SA continued to account for a large share of free from current value sales throughout the review period.
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Overview: Discover the latest market trends and uncover sources of future market growth for the Food Intolerance industry in Greece with research from Euromonitor's team of in-country analysts.
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