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Hot Drinks in Greece
January 2022
Hot drinks in 2021: The big picture
Coronavirus (COVID-19) had a significant impact on shopping and consumption behaviours with regard to hot drinks in Greece. However, in terms of performance, hot drinks was one of the least affected areas of beverages in the wake of the pandemic.
2021 key trends
Key trends in hot drinks heavily feature premiumisation and health and wellness. In coffee, the home barista trend drives a demand for added-value and single-origin products.
Competitive landscape
The competitive landscape continues to become ever more fragmented as more players enter the fray in hot drinks, not least the dominant coffee category. Moreover, retailers are allocating more space to hot drinks, which translates into growth opportunities for more players and brands.
Retailing developments
During the first lockdown in March 2020, there was a strong sales growth via independent small grocers and convenience stores. These formats benefited from social distancing regulations, which limited the number of people in stores and resulted in long queues and wait times in supermarkets, for example.
Foodservice vs retail split
The closure of foodservice outlets seriously affected on-trade consumption during the first lockdown in March 2020. This lockdown was stricter as more businesses shut down, borders closed and tourist numbers slumped.
What next for hot drinks?
Notwithstanding maturity, coffee is set to continue to develop as a category over the forecast period. The key trend in coffee is expected to be premiumisation, which is predicted to affect both retail and on-trade consumption.
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Overview:
Understand the latest market trends and future growth opportunities for the Hot Drinks 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:
Coffee
Tea
Other Hot Drinks
If you're in the Hot Drinks 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 Hot Drinks 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 Hot Drinks in Greece?
To what extent are health considerations impacting consumption of Hot Drinks in Greece?
What are the traditional preferences in Hot Drinks in Greece? To what extent are these tastes changing amidst increasing international influence and the growth of chained cafés?
How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Hot Drinks in Greece?
Which are the leading brands in Hot Drinks in Greece?
How are products distributed in Hot Drinks in Greece?
How is the rise of e-commerce changing the retail and competitive landscape?
Have home seclusion and social distancing measures following COVID-19 benefited sales of Hot Drinks?
Where is future growth expected to be most dynamic?
Hot Drinks in Greece
EXECUTIVE SUMMARY
Hot drinks in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for hot drinks?
Chart 1 Hot Drinks Value Sales Growth Scenarios: 2019-2026Chart 2 Hot Drinks Impact of Drivers on Value Sales: 2019-2026
MARKET DATA
Table 1 Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2016-2021Table 2 Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2016-2021Table 3 Retail Sales of Hot Drinks by Category: Volume 2016-2021Table 4 Retail Sales of Hot Drinks by Category: Value 2016-2021Table 5 Retail Sales of Hot Drinks by Category: % Volume Growth 2016-2021Table 6 Retail Sales of Hot Drinks by Category: % Value Growth 2016-2021Table 7 Foodservice Sales of Hot Drinks by Category: Volume 2016-2021Table 8 Foodservice Sales of Hot Drinks by Category: % Volume Growth 2016-2021Table 9 Total Sales of Hot Drinks by Category: Total Volume 2016-2021Table 10 Total Sales of Hot Drinks by Category: % Total Volume Growth 2016-2021Table 11 NBO Company Shares of Hot Drinks: % Retail Value 2017-2021Table 12 LBN Brand Shares of Hot Drinks: % Retail Value 2018-2021Table 13 Penetration of Private Label in Hot Drinks by Category: % Retail Value 2016-2021Table 14 Retail Distribution of Hot Drinks by Format: % Volume 2016-2021Table 15 Retail Distribution of Hot Drinks by Format and Category: % Volume 2021Table 16 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2021-2026Table 17 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2021-2026Table 18 Forecast Retail Sales of Hot Drinks by Category: Volume 2021-2026Table 19 Forecast Retail Sales of Hot Drinks by Category: Value 2021-2026Table 20 Forecast Retail Sales of Hot Drinks by Category: % Volume Growth 2021-2026Table 21 Forecast Retail Sales of Hot Drinks by Category: % Value Growth 2021-2026Table 22 Forecast Foodservice Sales of Hot Drinks by Category: Volume 2021-2026Table 23 Forecast Foodservice Sales of Hot Drinks by Category: % Volume Growth 2021-2026Table 24 Forecast Total Sales of Hot Drinks by Category: Total Volume 2021-2026Table 25 Forecast Total Sales of Hot Drinks by Category: % Total Volume Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
Coffee in Greece
KEY DATA FINDINGS
2021 DEVELOPMENTS
On-the-go coffee trend offsets some losses in on-trade consumption
The home barista trend drives developments and new launches in the off-trade channel
Coffee mixes reinvention and the coffee dessert trend add flavour to the category
PROSPECTS AND OPPORTUNITIES
“Third Wave” coffee shops to drive on-trade sales growth
On-the-go coffee is here to stay
New entrants to play a part in reshaping the competitive landscape
CATEGORY DATA
Table 26 Retail Sales of Coffee by Category: Volume 2016-2021Table 27 Retail Sales of Coffee by Category: Value 2016-2021Table 28 Retail Sales of Coffee by Category: % Volume Growth 2016-2021Table 29 Retail Sales of Coffee by Category: % Value Growth 2016-2021Table 30 Retail Sales of Fresh Coffee by Regular vs Decaffeinated: % Volume 2016-2021Table 31 Retail Sales of Fresh Ground Coffee Pods by Hard vs Soft: % Volume 2016-2021Table 32 NBO Company Shares of Coffee: % Retail Value 2017-2021Table 33 LBN Brand Shares of Coffee: % Retail Value 2018-2021Table 34 Forecast Retail Sales of Coffee by Category: Volume 2021-2026Table 35 Forecast Retail Sales of Coffee by Category: Value 2021-2026Table 36 Forecast Retail Sales of Coffee by Category: % Volume Growth 2021-2026Table 37 Forecast Retail Sales of Coffee by Category: % Value Growth 2021-2026Table 38 Forecast Retail Sales of Fresh Coffee by Regular vs Decaffeinated: % Volume 2021-2026
Tea in Greece
KEY DATA FINDINGS
2021 DEVELOPMENTS
Green tea and herbal infusions stimulate interest among health-conscious consumers
Flavoured specialities drive developments in black tea, yet sales growth and shares remain low
Healthy living, premiumisation and localisation are the key trends in tea
PROSPECTS AND OPPORTUNITIES
Health-conscious millennials to drive growth although seasonality and competition with coffee remain key obstacles
Domestic companies to leverage lower prices and localisation advantages to drive growth
Tea sold in bulk poses a challenge for packaged tea companies
CATEGORY DATA
Table 39 Retail Sales of Tea by Category: Volume 2016-2021Table 40 Retail Sales of Tea by Category: Value 2016-2021Table 41 Retail Sales of Tea by Category: % Volume Growth 2016-2021Table 42 Retail Sales of Tea by Category: % Value Growth 2016-2021Table 43 NBO Company Shares of Tea: % Retail Value 2017-2021Table 44 LBN Brand Shares of Tea: % Retail Value 2018-2021Table 45 Forecast Retail Sales of Tea by Category: Volume 2021-2026Table 46 Forecast Retail Sales of Tea by Category: Value 2021-2026Table 47 Forecast Retail Sales of Tea by Category: % Volume Growth 2021-2026Table 48 Forecast Retail Sales of Tea by Category: % Value Growth 2021-2026
Other Hot Drinks in Greece
KEY DATA FINDINGS
2021 DEVELOPMENTS
Child-specific products dominate sales of other hot drinks
New launches focus on reshaping consumers’ perceptions
Millennials drive the adult consumption of other hot drinks
PROSPECTS AND OPPORTUNITIES
The healthy living trend increases competition from healthier alternatives to other hot drinks
On-trade consumption could cannibalise retail sales
“Guilt-free” products under the spotlight in other hot drinks
CATEGORY DATA
Table 49 Retail Sales of Other Hot Drinks by Category: Volume 2016-2021Table 50 Retail Sales of Other Hot Drinks by Category: Value 2016-2021Table 51 Retail Sales of Other Hot Drinks by Category: % Volume Growth 2016-2021Table 52 Retail Sales of Other Hot Drinks by Category: % Value Growth 2016-2021Table 53 NBO Company Shares of Other Hot Drinks: % Retail Value 2017-2021Table 54 LBN Brand Shares of Other Hot Drinks: % Retail Value 2018-2021Table 55 Forecast Retail Sales of Other Hot Drinks by Category: Volume 2021-2026Table 56 Forecast Retail Sales of Other Hot Drinks by Category: Value 2021-2026Table 57 Forecast Retail Sales of Other Hot Drinks by Category: % Volume Growth 2021-2026Table 58 Forecast Retail Sales of Other Hot Drinks by Category: % Value Growth 2021-2026
The following categories and subcategories are included:
Hot Drinks
Fresh Coffee Beans
Fresh Ground Coffee Pods
Standard Fresh Ground Coffee
Regular Instant Standard Coffee
Decaffeinated Instant Standard Coffee
Regular Instant Coffee Mixes
Decaffeinated Instant Coffee Mixes
Loose Black Tea
Tea Bags Black
Fruit/Herbal Tea
Green Tea
Instant Tea
Other Tea
Chocolate-based Flavoured Powder Drinks
Malt-based Hot Drinks
Non-Chocolate-based Flavoured Powder Drinks
Other Plant-based Hot Drinks
Hot Drinks
This is the aggregation of Coffee, Tea, and Other Hot Drinks.