Executive Summary

Nov 2019
PROSPECTS
Health and wellness trend leads prepared salads to see the strongest growth

Ready meals continued to see strong current value and volume growth in 2019. Along with the healthier eating trend, prepared salads saw the fastest growth, despite fierce competition from fresh vegetables.

Frozen ready meals most popular due to long shelf life and wide product range

Supermarket ready meals are gaining ground and competing with other dining options, in line with international developments. In particular, the highest sales in 2019 were recorded by frozen ready meals, with consumers tending to buy them from supermarkets.

Companies try to meet changing consumer demands and preferences

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.

COMPETITIVE LANDSCAPE
Local player Barba Stathis retains its lead as Greeks like to buy local

Local player Barba Stathis continued to lead ready meals in value terms in 2019, 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.

Social media and chef endorsement are important in ready meals

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.

The future for meal kits is uncertain

Marathos is the only company that sells meal kits in Athens. It is confident that it will perform well, despite the fact that Greek consumers are still very traditional.

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Ready Meals in Greece

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Overview

Discover the latest market trends and uncover sources of future market growth for the Ready meals industry in Greece with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Ready meals industry in Greece, our research will save you time and money while empowering you to make informed, profitable decisions.

The Ready meals in Greece market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Ready meals in Greece?
  • What are the major brands in Greece?
  • Will retail sales suffer as economic prospects improve and consumers move back to eating out rather than eating at home?
  • How are manufacturers leveraging popular restaurant chains to help more austere consumers recreate a restaurant experience at home?
  • How much are consumers willing to pay for convenience?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Packaged Food market research database.

Ready Meals in Greece - Category analysis

HEADLINES

PROSPECTS

Health and wellness trend leads prepared salads to see the strongest growth
Frozen ready meals most popular due to long shelf life and wide product range
Companies try to meet changing consumer demands and preferences

COMPETITIVE LANDSCAPE

Local player Barba Stathis retains its lead as Greeks like to buy local
Social media and chef endorsement are important in ready meals
The future for meal kits is uncertain

CATEGORY DATA

Table 1 Sales of Ready Meals by Category: Volume 2014-2019
Table 2 Sales of Ready Meals by Category: Value 2014-2019
Table 3 Sales of Ready Meals by Category: % Volume Growth 2014-2019
Table 4 Sales of Ready Meals by Category: % Value Growth 2014-2019
Table 5 Sales of Chilled Ready Meals by Ethnicity: % Value 2014-2019
Table 6 Sales of Frozen Ready Meals by Ethnicity: % Value 2014-2019
Table 7 NBO Company Shares of Ready Meals: % Value 2015-2019
Table 8 LBN Brand Shares of Ready Meals: % Value 2016-2019
Table 9 Distribution of Ready Meals by Format: % Value 2014-2019
Table 10 Forecast Sales of Ready Meals by Category: Volume 2019-2024
Table 11 Forecast Sales of Ready Meals by Category: Value 2019-2024
Table 12 Forecast Sales of Ready Meals by Category: % Volume Growth 2019-2024
Table 13 Forecast Sales of Ready Meals by Category: % Value Growth 2019-2024

Packaged Food in Greece - Industry Overview

EXECUTIVE SUMMARY

Slow growth due to improving economy and rising consumer confidence
Health and local sourcing are increasingly important in packaged food
Growth of smaller brands leads to greater fragmentation in packaged food
Recovery for hypermarkets, but supermarkets remains the dominant channel
Low but increasing consumer confidence set to boost sales

FOODSERVICE

Sales to Foodservice
Foodservice packaged food sales benefit from the influx of foreign tourists
Health and wellness also affects the foodservice channel and the ingredients used
The competitive landscape in foodservice packaged food is very fragmented
Consumer Foodservice
Tourism expected to contribute to growth, but more Greeks may eat at home
Exotic cuisines are on the rise, especially in fast food
Premiumisation amongst operators offering local Greek cuisine
Category Data
Table 14 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 15 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 16 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 17 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 18 Sales of Packaged Food by Category: Volume 2014-2019
Table 19 Sales of Packaged Food by Category: Value 2014-2019
Table 20 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 21 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 22 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 23 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 24 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 25 Penetration of Private Label by Category: % Value 2014-2019
Table 26 Distribution of Packaged Food by Format: % Value 2014-2019
Table 27 Distribution of Packaged Food by Format and Category: % Value 2019
Table 28 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 29 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 30 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 31 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources