Organic Beverages in Greece

PROSPECTS

Penetration and growth potential of organic beverages remain low

Consumption of organic beverages in Greece remained significantly below the Western European average. Low consumer awareness, limited product variety but most importantly high retail prices are the key reason hindering volume growth.

Limited product variety and availability are obstacles to growth

Apart from the premium price of certain organic beverages such as organic hot drinks, which makes them unaffordable to most consumers, limited product variety and availability of organic beverages will also hinder growth. Weak distribution – organic beverages occupy only limited space in mainstream retailers – further influences their growth potential.

COMPETITIVE LANDSCAPE

EPSA leads organic beverages

Although posting a decline in value share in 2018, EPSA continued to lead organic beverages. The company offers organic non-cola carbonates and a decline in value sales was linked to the product’s scarce distribution.

Alfa-Beta Vassilopoulos SA leads organic private label products

The share of organic private label products is decreasing as the presence of branded products is rising. The leading player in private label organic beverages in 2018 was Alfa-Beta Vassilopoulos SA, as this is a retailer with the most developed private label portfolio in Greece.

Dimfil Ltd gains share in organic beverages

Dimfil Ltd, focusing solely on organic packaged food and drink, ranked fourth in organic beverages and it managed to double its value share in 2018, benefitting from its strong performance in organic hot drinks. The company’s brand Bio Farma is available at AB Vassilopoulos and Sklavenitis outlets, the largest grocery retailers in Greece.

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