Sauces, Dressings and Condiments in Greece

PROSPECTS

Slight overall decline in 2019 and challenges for future growth

Sauces, dressing and condiments saw its first current value decline for several years in 2019. This was mainly driven by declines in just a few categories, such as dry sauces, dips and salad dressings.

More consumers prepare meals at home, boosting sales of table sauces

As cash-strapped Greeks have been moving away from foodservice towards preparing their own meals at home in an attempt to reduce their spending, sales in certain categories within sauces, dressings and condiments received a boost in 2019, and this trend is set to continue over the forecast period. Sales of mayonnaise, mustard, ketchup and other table sauces rose in 2019 and are set to see amongst the strongest performances over the forecast period.

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.

COMPETITIVE LANDSCAPE

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

Elais Unilever Hellas continued to lead sauces, dressings and condiments in value terms in 2019, thanks to the combined share of its Pummaró, Hellmann’s, Knorr, Elais and Altis brands. Pummaró remained the leading brand in overall sauces, dressings and condiments in 2019, whilst Hellmann’s led mayonnaise.

Product launches maintain consumers’ interest

One of the main marketing strategies employed by companies is innovative new product developments that tap into the health trend or new flavours. Papadimitriou and Minerva launched other table sauces using balsamic with stevia for the first time in Greece, aiming to tap into the health and wellness trend by using alternative sweeteners.

Players will need to innovate to maintain their positions

Amvrosia holds a solid position in the dips category. The company, which operates under joint management with the cold cuts company Edesma, is known for its quality and competitive pricing.

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