Naturally Healthy Beverages in Greece

PROSPECTS

NH mineral bottled water leads sales and enjoys further growth in 2019

NH mineral bottled water is the largest category in naturally healthy beverages and recorded further growth in 2019. Consumers often do not differentiate between mineral and purified water; when they buy bottled water from a supermarket, it is the price that influences their product choice and purified water is cheaper.

Competition with fresh juice affects growth potential of NH juice

NH juice is the second-largest category due to its wide product variety and availability. 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.

Superfruit juice is the key trend driving growth in NH juice

Superfruit juice is the key trend driving growth in NH juice as awareness of the nutritional value of superfruits has increased. One of the leading brands, Life, is a juice - its best seller in terms of growth is cranberry, raspberry & blueberry, reflecting the shift to superfruit juice.

COMPETITIVE LANDSCAPE

Coca-Cola HBC continues to lead in 2019

Coca-Cola HBC continues to lead in 2019 with its Avra brand holding the top spot and its Amita brand amongst the top 10 NH brands. Avra’s leadership is down to NH mineral water being the largest category.

Olympos leads chilled NH juice with its wide variety of superfruit juices

Olympos is the leading brand in chilled NH juice in Greece and because chilled juice is posting an increase in sales versus ambient, the sales and thereby share of Olympos are also increasing. The company offers a wide variety of superfruit juices, which are also contributing to the growth of sales as superfruit juice is a key trend in NH juice.

Increasing product variety ensures further growth for private label

The share of private label in naturally healthy beverages increased in 2019, 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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