Sauces, Dressings and Condiments in Greece

PROSPECTS

Health and wellness products are on the rise

Sauces, dressings and condiments with a health and wellness positioning witnessed a rise in sales in 2018 and are set to continue registering a positive performance over the forecast period. Such products will benefit from their current low penetration as well as the healthy eating trend.

Home-cooking trend creates fertile ground for growth

As cash-strapped Greeks have been moving away from foodservice towards preparing their own meals at home in an attempt to reduce spending, sales of certain categories within sauces, dressings and condiments received a boost in 2018, a trend set to continue over the forecast period. Sales of mayonnaise, mustard and other table sauces rose in 2018 and are set to be amongst the best performers over the forecast period.

Greeks experiment with exotic cuisines and ingredients

The popularity of TV cooking shows has boosted consumer familiarity with exotic cuisines, especially Asian dishes, which are increasingly being tried at home. This has created fertile ground for growth in certain categories, as rising product variety, promotional activities and increased shelf space in supermarkets are boosting sales.

COMPETITIVE LANDSCAPE

Companies focus on new product development and innovation

One of the main marketing strategies employed by companies is the development of innovative new products that either tap into health and wellness 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.

Elais Unilever and Kyknos Greek Canning remain category leaders

Elais Unilever Hellas leads sales due to the combined share of its Pummaró, Hellmann’s, Knorr, Elais and Altis brands. The company’s Pummaró remained the leading brand in sauces dressings and condiments.

Longstanding presence and local origins benefit Kyknos Canning

Domestic company Kyknos Greek Canning ranked second in 2018. The company benefits from its long history and enduring popularity in tomato pastes and purées, the largest category in sauces, dressings and condiments.

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