Organic Beverages in Greece

PROSPECTS

Growth hindered by low awareness

Within beverages, organic products only account for a fraction of sales. Whilst in foods there is a consumer base for organic products, albeit small compared with other Western European markets, this is far smaller in beverages, mostly because awareness remains low, product variety/availability is limited, and retail prices are high.

Limited availability of organic products is a key obstacle 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 also hinders growth. Standard grocery retailers allocate minimal space to organic beverages due to limited demand and space restrictions.

COMPETITIVE LANDSCAPE

Christodoulou Bros SA leads and ESPA SA discontinues its organic carbonates

With organic juice being the best performer in organic beverages, Christodoulou Bros SA is the category leader. The company’s share increased at the end of the review period and in 2019 in line with the good performance of the company in juice in general and also due to its investment in expanding its distribution.

Private label ranks second, led by Alfa-Beta Vassilopoulos SA

Private label products rank second in organic beverages, led by Alfa-Beta Vassilopoulos SA, the second largest retailer in Greece and the only retailer to offer a wide selection of organic products in its private label portfolio. Lidl, traditionally high in private label, in general does not offer organic beverages in Greece.

Dimfil Ltd gains further share due to its strong presence in organic hot drinks

Dimfil Ltd, focusing solely on organic packaged food and drink, ranks third in organic beverages in 2019, recording further share gain during the year due to its strong presence 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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