Sauces, Dressings and Condiments in Greece

2020 IMPACT

Lockdown results in consumers stockpiling sauces, dressings and condiments as they increasingly cook at home in 2020

The COVID-19 pandemic is likely to positively impact sauces, dressings and condiments in retail value terms as consumers buy more of these products as complementary products to other essential foodstuffs in 2020. The pandemic’s resultant lockdown and economic fallout are changing consumers’ habits, with consumers becoming more price sensitive and increasingly cooking meals at home.

Consumers returning to traditional dishes in 2020

While the popularity of TV cooking shows boosted consumers’ familiarity with exotic cuisines over the review period, especially Asian dishes that consumers tried to produce at home, this trend is currently on hold. Consumers are returning to cooking well-loved traditional dishes that they know well and can be executed perfectly time and again.

Elais Unilever Hellas has long-standing trusted brands, which maintains its lead in 2020

Elais Unilever Hellas SA continues to lead sauces, dressings and condiments in retail value terms in 2020, thanks to the combined share of its Pummaró, Hellmann’s, Knorr, and Elais brands. Pummaró remains the leading brand in overall sauces, dressings and condiments in 2020, whilst Hellmann’s leads mayonnaise.

RECOVERY AND OPPORTUNITIES

More consumers preparing meals at home, boosting sales of table sauces over the forecast period

As cash-strapped Greeks have been moving away from foodservice towards preparing their own meals at home in an attempt to reduce their spending and as a result of the COVID-19 pandemic, sales in certain categories within sauces, dressings and condiments is likely to receive a boost in 2020, and this trend is set to continue over the forecast period. Sales of soy sauce, ketchup, and mayonnaise are likely to rise in the forecast period at constant 2020 prices and are set to see amongst the strongest performances over the short to medium term.

Large pack sizes expected to become popular over the forecast period

Companies use a number of innovative ways to increase sales of their products, of which various pack sizes of a product is one method. Although large pack sizes are generally not popular in Greece, industry experts are expecting companies to invest in larger pack sizes as a result of Greek consumers’ growing price consciousness and because sauces, dressings and condiments can generally be stored for a longer period of time.

Health and wellness products on the rise due to wider availability

Sauces, dressings and condiments with a health and wellness positioning witnessed rising sales at the end of the review period and are set to continue to see positive performances over the forecast period. Such products will benefit from their current low penetration, as well as the healthy eating trend.