Price hikes are the main factor impacting hot drinks in Greece in 2022, despite VAT on hot drinks remaining at the low level of 13% it dropped to in 2019. This is the same VAT as for packaged food and other goods that classify as commodities).
Given the strong price increases in the category, categories that are more expensive (such as fresh ground coffee pods) will start witnessing declines. Since there aren’t many economy options within this category, consumers will move their purchases to a generally less expensive category of coffee such as standard fresh ground coffee.
The competitive landscape in hot drinks in Greece is becoming increasingly fragmented with new players and brands appearing in all categories. For example, in coffee, many major coffee specialists that have proven success in the foodservice channel are entering retail.
Within the off-trade, e-commerce has been the big winner of the pandemic and will continue to grow in 2022 thanks to its wide range of brands and convenience. At the same time, the share of specialist coffee shops within retail is growing thanks to more operators introducing packaged products, although their share is higher when it comes to unpackaged products sold in bulk.
The foodservice vs retailing split has shifted towards foodservice upon the re-opening of such outlets in the aftermath of the COVID-19 health crisis. Although most operators remained open with takeaway and home delivery options during the lockdown, reduced mobility affected the overall demand and outlets faced losses from the ban on sit-down meals.
Over the forecast period, consumption of tea is set to grow thanks to the expected persistence of the healthy living trend and the increase in product variety and availability. This has resulted in an increase of consumer awareness and attracted new consumers to the category, many of whom will continue to purchase tea in the coming years.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
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:
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.
Hot Drinks
This report originates from Passport, our Hot Drinks research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!