Ready meals is likely to see the largest retail value growth in the cooking ingredients and meals category in 2020. Generally, ready meals is not part of Greek consumption patterns as families enjoy cooking at home and eating together.
Most players which are active in ready meals now use social media as a marketing tool, whilst many companies are also tapping into the growing popularity of food bloggers and celebrity chefs. In particular, Evoiki Zimi uses chef Dina Nikolaou for endorsement, whilst also focusing on the development of its online profile, featuring a dynamic website along with a strong social media presence, with the company organising numerous competitions.
Local player Barba Stathis continues to lead ready meals in retail value terms in 2020, due to the combined shares of its Uncle Stathis and Chrisi Zimi brands. Both benefit from strong consumer acceptance and widespread distribution, as well as continuous promotional support, which includes mass media advertising.
The sale of ready meals in Greece in constant retail value at 2020 prices, as well as demand in volume terms, is expected to decrease until 2022, after which it is expected to start growing sluggishly in the medium term. However, the average constant CAGR is expected to be negative for the entire forecast period in contrast to the historic CAGR that was positive in both retail value and volume terms.
Along with the healthier eating trend, prepared salads saw strong growth over the review period, despite fierce competition from fresh vegetables. The penetration of this relatively new category in Greece is rising in line with the health and wellness trend and is expected to be the most dynamic within ready meals over the forecast period.
In recent years, there was a tendency for Greeks to pay more attention to the nutritional value of meals. This trend has also trickled down to ready meals, in which preferences and demands have changed.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Ready Meals industry in Greece with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Ready Meals industry in Greece, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Ready Meals research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page