Naturally Healthy Beverages in Greece

PROSPECTS

Naturally healthy beverages is largest category within health and wellness beverages in Greece

Naturally healthy bottled water is predicted to continue to be the largest category within health and wellness beverages in Greece, with value sales anticipated to remain dominated by NH bottled water. Over the forecast period, maturity will lead to slow volume and current value growth for NH bottled water, given that its penetration is already extremely high in Greece, which will hinder its growth potential.

Marginal increase anticipated for sales of NH fruit/vegetable juice

The health and wellness trend is overall favourable to fruit/vegetable juice, with consumption of NH fruit/vegetable juice increasing, yet this is only marginally reflected in sales. This is due to competition from fresh juice, either prepared at home, or purchased out-of-home given the increase in the number of juice bars, either stand-alone or introduced in the premises of cafés, bakeries and fast food.

COMPETITIVE LANDSCAPE

Coca-Cola Hellenic Bottling Co leads sales

Coca-Cola Hellenic Bottling Co retained its leadership of naturally healthy beverages in 2018 despite losing value share. Its leadership is derived from its brands Avra and Amita.

Local companies outperform multinationals

Three of the top five brands within NH beverages were NH natural mineral water brands, which was due to the high volume sales in this category. As NH natural mineral water is dominated by domestic companies, the only multinationals were Coca-Cola and Nestlé Hellas SA.

Private label gains share amidst Sklavenitis’s outlet expansion

The share of private label in naturally healthy beverages increased in 2018, driven partly by an increase in product variety and partly by the re-opening of former Carrefour outlets following the acquisition of the Carrefour network by Sklavenitis when Carrefour-Marinopoulos went bankrupt in 2016. Sklavenitis offers a selection of naturally healthy beverages under its Marata line, mostly in NH 100% juice.

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