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Health and Wellness in Greece

February 2021
USD 2,100
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Overview:

Understand the latest market trends and future growth opportunities for the Health and Wellness industry in Greece with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Better For You Beverages
  • Better For You Packaged Food
  • Fortified/Functional Beverages
  • Fortified/Functional Packaged Food
  • Free From
  • Naturally Healthy Beverages
  • Naturally Healthy Packaged Food
  • Organic Beverages
  • Organic Packaged Food

If you're in the Health and Wellness industry in Greece, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Health and Wellness in Greece report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Health and Wellness in Greece?
  • What are the key health and wellness concerns driving sales in Health and Wellness?
  • Is Health and Wellness a dynamic niche or mainstream concern in Greece?
  • Which are the leading brands in Health and Wellness in Greece?
  • How are products distributed in Health and Wellness in Greece?
  • How has COVID-19 and accordant recession impacted sales? Which categories have seen rising demand? Which are most vulnerable to economic disruption and diminished consumer confidence?
  • Where is future growth expected to be most dynamic?

Health and Wellness in Greece

EXECUTIVE SUMMARY

COVID-19 impact on health and wellness
COVID-19 country impact
Company response
Retailing shift
Foodservice vs retail split
What next for health and wellness?

MARKET DATA

Table 1 Sales of Health and Wellness by Type: Value 2015-2020 Table 2 Sales of Health and Wellness by Type: % Value Growth 2015-2020 Table 3 Sales of Health and Wellness by Category: Value 2015-2020 Table 4 Sales of Health and Wellness by Category: % Value Growth 2015-2020 Table 5 Sales of Health and Wellness by Prime Positioning: Value 2015-2020 Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2015-2020 Table 7 NBO Company Shares of Health and Wellness: % Value 2016-2020 Table 8 LBN Brand Shares of Health and Wellness: % Value 2017-2020 Table 9 Distribution of Health and Wellness by Format: % Value 2015-2020 Table 10 Distribution of Health and Wellness by Format and Category: % Value 2020 Table 11 Forecast Sales of Health and Wellness by Type: Value 2020-2025 Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2020-2025 Table 13 Forecast Sales of Health and Wellness by Category: Value 2020-2025 Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2020-2025 Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2020-2025 Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Better For You Beverages in Greece

KEY DATA FINDINGS

2020 IMPACT

The category remained resilient to the effects of COVID-19
Players continue to invest in reduced sugar products
Reduced caffeine options boosted by COVID-19 home seclusion

RECOVERY AND OPPORTUNITIES

Category will continue to attract investment as there is still room for growth
Re-launch of Life Tsai set to reinvigorate reduced sugar RTD tea
The 2020 high for reduced caffeine coffee will inevitably be followed by a crash

CATEGORY DATA

Table 17 Sales of BFY Beverages by Category: Value 2015-2020 Table 18 Sales of BFY Beverages by Category: % Value Growth 2015-2020 Table 19 NBO Company Shares of BFY Beverages: % Value 2016-2020 Table 20 LBN Brand Shares of BFY Beverages: % Value 2017-2020 Table 21 Distribution of BFY Beverages by Format: % Value 2015-2020 Table 22 Forecast Sales of BFY Beverages by Category: Value 2020-2025 Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2020-2025

Fortified/Functional Beverages in Greece

KEY DATA FINDINGS

2020 IMPACT

COVID-19 fails to boost FF fruit/vegetable juice
FF tea gains momentum thanks to investment and new product launches
Home seclusion benefits some products in fortified/functional beverages as others feel the loss of impulse consumption

RECOVERY AND OPPORTUNITIES

FF tea continues to gain momentum as COVID-19 leaves its mark on consumers
Room to grow in FF fruit/vegetable juice as interest in health and wellness grows
Players look to ginger and vitamin C as consumers seek a pick me up

CATEGORY DATA

Table 24 Sales of Fortified/Functional Beverages by Category: Value 2015-2020 Table 25 Sales of Fortified/Functional Beverages by Category: % Value Growth 2015-2020 Table 26 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2015-2020 Table 27 Key Functional Ingredients in Fortified/Functional 100% Juice: % Value 2015-2020 Table 28 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2015-2020 Table 29 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2015-2020 Table 30 NBO Company Shares of Fortified/Functional Beverages: % Value 2016-2020 Table 31 LBN Brand Shares of Fortified/Functional Beverages: % Value 2017-2020 Table 32 Distribution of Fortified/Functional Beverages by Format: % Value 2015-2020 Table 33 Forecast Sales of Fortified/Functional Beverages by Category: Value 2020-2025 Table 34 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2020-2025

Naturally Healthy Beverages in Greece

KEY DATA FINDINGS

2020 IMPACT

NH hot drinks boosted by COVID-19 focus on immunity
Consumers turn to NH flavoured bottled water as a healthy alternative during the national lockdown
NH superfruit juice benefits from investment but is hindered by trend for juicing

RECOVERY AND OPPORTUNITIES

Tea reaps benefits of COVID-19 infection fears in the forecast period
Atlanta SA set to increase its presence in naturally healthy beverages
NH flavoured water attracts investment

CATEGORY DATA

Table 35 Sales of NH Beverages by Category: Value 2015-2020 Table 36 Sales of NH Beverages by Category: % Value Growth 2015-2020 Table 37 NBO Company Shares of NH Beverages: % Value 2016-2020 Table 38 LBN Brand Shares of NH Beverages: % Value 2017-2020 Table 39 Distribution of NH Beverages by Format: % Value 2015-2020 Table 40 Forecast Sales of NH Beverages by Category: Value 2020-2025 Table 41 Forecast Sales of NH Beverages by Category: % Value Growth 2020-2025

Organic Beverages in Greece

KEY DATA FINDINGS

2020 IMPACT

Consumers reluctant to go organic as they hit hard times during the COVID-19 crisis
Organic tea leads category as consumers learn about the health benefits
Demand for organic fruit/vegetable juice increases as consumers look for added nutritional value

RECOVERY AND OPPORTUNITIES

Steady growth on the horizon for organic beverages as consumers tighten their purse strings
Organic tea to retain leading share of organic beverages
Limited growth may put off investors although millennials offer hope of recovery

CATEGORY DATA

Table 42 Sales of Organic Beverages by Category: Value 2015-2020 Table 43 Sales of Organic Beverages by Category: % Value Growth 2015-2020 Table 44 NBO Company Shares of Organic Beverages: % Value 2016-2020 Table 45 LBN Brand Shares of Organic Beverages: % Value 2017-2020 Table 46 Distribution of Organic Beverages by Format: % Value 2015-2020 Table 47 Forecast Sales of Organic Beverages by Category: Value 2020-2025 Table 48 Forecast Sales of Organic Beverages by Category: % Value Growth 2020-2025

Better For You Packaged Food in Greece

KEY DATA FINDINGS

2020 IMPACT

The COVID-19 health crisis spurs demand for better for you packaged food
Carob becomes a key ingredient in product development
Despite losing leadership, Delta remains strong with new product launches

RECOVERY AND OPPORTUNITIES

Greeks go natural as consumers opt for healthier options with naturally healthy ingredients
The low calorie trend finds its moment as consumers focus on their diets
Low calorie meals to grow as young consumers count the calories

CATEGORY DATA

Table 49 Sales of BFY Packaged Food by Category: Value 2015-2020 Table 50 Sales of BFY Packaged Food by Category: % Value Growth 2015-2020 Table 51 NBO Company Shares of BFY Packaged Food: % Value 2016-2020 Table 52 LBN Brand Shares of BFY Packaged Food: % Value 2017-2020 Table 53 Distribution of BFY Packaged Food by Format: % Value 2015-2020 Table 54 Forecast Sales of BFY Packaged Food by Category: Value 2020-2025 Table 55 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2020-2025

Free From in Greece

KEY DATA FINDINGS

2020 IMPACT

Category fuelled by gluten free trend as Mega Yeeros enters the category
Hellenic Dairies SA launches Greece’s first Greek yoghurt made from almond milk
Cooking sauces enter the mix as consumers look for convenient meal options

RECOVERY AND OPPORTUNITIES

Concern for oral hygiene spurs sales of gum
Demand for plant-based dairy products to grow in the forecast period
Health and wellness stimulates growth in free from

CATEGORY DATA

Table 56 Sales of Free From by Category: Value 2015-2020 Table 57 Sales of Free From by Category: % Value Growth 2015-2020 Table 58 NBO Company Shares of Free From: % Value 2016-2020 Table 59 LBN Brand Shares of Free From: % Value 2017-2020 Table 60 Distribution of Free From by Format: % Value 2015-2020 Table 61 Forecast Sales of Free From by Category: Value 2020-2025 Table 62 Forecast Sales of Free From by Category: % Value Growth 2020-2025

Naturally Healthy Packaged Food in Greece

KEY DATA FINDINGS

2020 IMPACT

Product development in naturally healthy packaged food centres on local Chios Mastic
Greece benefits from wealth of unique naturally healthy ingredients which are key to product development
New bread products emerge as consumers look for healthy alternatives

RECOVERY AND OPPORTUNITIES

Younger consumers eschew bread as healthy eating trends take root
Superfoods record super trajectory as consumers buy into health and wellness trends
Products containing cereals appeal to a healthier nutritional model

CATEGORY DATA

Table 63 Sales of NH Packaged Food by Category: Value 2015-2020 Table 64 Sales of NH Packaged Food by Category: % Value Growth 2015-2020 Table 65 NBO Company Shares of NH Packaged Food: % Value 2016-2020 Table 66 LBN Brand Shares of NH Packaged Food: % Value 2017-2020 Table 67 Distribution of NH Packaged Food by Format: % Value 2015-2020 Table 68 Forecast Sales of NH Packaged Food by Category: Value 2020-2025 Table 69 Forecast Sales of NH Packaged Food by Category: % Value Growth 2020-2025

Organic Packaged Food in Greece

KEY DATA FINDINGS

2020 IMPACT

Nestlé adds to its portfolio as organic baby food trend continues
Organic trend spurs innovation in chocolate confectionery
Delta enters the category with a new bio yoghurt product

RECOVERY AND OPPORTUNITIES

Organic honey on the rise as COVID-19 spurs uptick in honey sales
Vegan trend stimulates interest in organic vegetable proteins
New entrants to adapt their existing ranges to appeal to organic trend

CATEGORY DATA

Table 70 Sales of Organic Packaged Food by Category: Value 2015-2020 Table 71 Sales of Organic Packaged Food by Category: % Value Growth 2016-2020 Table 72 NBO Company Shares of Organic Packaged Food: % Value 2016-2020 Table 73 LBN Brand Shares of Organic Packaged Food: % Value 2017-2020 Table 74 Distribution of Organic Packaged Food by Format: % Value 2015-2020 Table 75 Forecast Sales of Organic Packaged Food by Category: Value 2020-2025 Table 76 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2020-2025

Fortified/Functional Packaged Food in Greece

KEY DATA FINDINGS

2020 IMPACT

Kefir gains ground in Greece as players launch range of flavours
Halls appeals to modern tastes by introducing popular soft drinks flavours
Kri Kri SA expands range to meet nutritional needs of the whole family

RECOVERY AND OPPORTUNITIES

Demand for black rice looks set to grow
Peanut butter will be a key component in FF breakfast cereals
Fibre and protein dominate fortified/functional packaged food as cannabidiol products emerges

CATEGORY DATA

Table 77 Sales of Fortified/Functional Packaged Food by Category: Value 2015-2020 Table 78 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2015-2020 Table 79 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2015-2020 Table 80 Key Functional Ingredients in Fortified/Functional Bread: % Value 2015-2020 Table 81 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2015-2020 Table 82 Key Functional Ingredients in Fortified/Functional Milk: % Value 2015-2020 Table 83 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2015-2020 Table 84 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2016-2020 Table 85 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2017-2020 Table 86 LBN Brand Shares of Fortified/Functional Bread: % Value 2017-2020 Table 87 Distribution of Fortified/Functional Packaged Food by Format: % Value 2015-2020 Table 88 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2020-2025 Table 89 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2020-2025
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This report originates from Passport, our Health and Wellness research and analysis database.

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