Organic Beverages in Greece

2020 IMPACT

Consumers reluctant to go organic as they hit hard times during the COVID-19 crisis

Although organic beverages recorded strong retail value growth in 2020, with prices registering a considerable increase, the category remained negligible in retail volume terms. COVID-19 constrained growth in organic beverages in 2020 and the category remains a niche one with a limited consumer base in Greece.

Organic tea leads category as consumers learn about the health benefits

Organic tea led retail current value sales in organic beverages in 2020. Its strong performance was due to the growing availability of products in this category in Greece, as well as the expansion of the variety of brands offered to consumers.

Demand for organic fruit/vegetable juice increases as consumers look for added nutritional value

Retail demand for organic fruit/vegetable juice also increased in 2020 as consumers traded their usual products for products with higher nutritional value. Organic fruit/vegetable juice is often perceived as healthier and more natural, and so, as consumers who normally drink juice were hoping to boost the nutritional content of their diets to support their immune systems during the COVID-19 pandemic, more consumers traded up to organic options.

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