Executive Summary

Mar 2019
PROSPECTS
Consumer interest in free from packaged food continues to rise

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.

High prices still a barrier to demand for free from products

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.

Free from dairy products benefit from growing popularity of veganism

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.

COMPETITIVE LANDSCAPE
Leader SA strengthens its lead in free from packaged food

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.

Entry of mainstream brands heightens awareness of free from categories

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.

Competitive environment set to become more fragmented

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.

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 Food Intolerance 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.

Free From in Greece - Category analysis

HEADLINES

PROSPECTS

Consumer interest in free from packaged food continues to rise
High prices still a barrier to demand for free from products
Free from dairy products benefit from growing popularity of veganism

COMPETITIVE LANDSCAPE

Leader SA strengthens its lead in free from packaged food
Entry of mainstream brands heightens awareness of free from categories
Competitive environment set to become more fragmented

CATEGORY DATA

Table 1 Sales of Free From by Category: Value 2013-2018
Table 2 Sales of Free From by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Free From: % Value 2014-2018
Table 4 LBN Brand Shares of Free From: % Value 2015-2018
Table 5 Distribution of Free From by Format: % Value 2013-2018
Table 6 Forecast Sales of Free From by Category: Value 2018-2023
Table 7 Forecast Sales of Free From 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 8 Sales of Health and Wellness by Type: Value 2013-2018
Table 9 Sales of Health and Wellness by Type: % Value Growth 2013-2018
Table 10 Sales of Health and Wellness by Category: Value 2013-2018
Table 11 Sales of Health and Wellness by Category: % Value Growth 2013-2018
Table 12 Sales of Health and Wellness by Prime Positioning: Value 2013-2018
Table 13 Sales of Health and Wellness by Prime Positioning: % Value Growth 2013-2018
Table 14 NBO Company Shares of Health and Wellness: % Value 2014-2018
Table 15 LBN Brand Shares of Health and Wellness: % Value 2015-2018
Table 16 Distribution of Health and Wellness by Format: % Value 2013-2018
Table 17 Distribution of Health and Wellness by Format and Category: % Value 2018
Table 18 Forecast Sales of Health and Wellness by Type: Value 2018-2023
Table 19 Forecast Sales of Health and Wellness by Type: % Value Growth 2018-2023
Table 20 Forecast Sales of Health and Wellness by Category: Value 2018-2023
Table 21 Forecast Sales of Health and Wellness by Category: % Value Growth 2018-2023
Table 22 Forecast Sales of Health and Wellness by Prime Positioning: Value 2018-2023
Table 23 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources