Executive Summary

Mar 2019
Soft drinks demand increases after recent challenges

Demand for soft drinks increased in 2017 and 2018 after several years of decline. This partly reflects recovery from the recent recession, with sales having already significantly declined and now starting to pick-up again, albeit at a slow pace as Greek consumers have adjusted to the new economic reality.

Fine drinking shapes consumption patterns

There was a trend towards fine drinking in Greece at the end of the review period, driving demand for added value or premium brands and products targeted at health-conscious consumers. In response, manufacturers are investing in products that offer added value, either in terms of packaging, nutritional value or simply branding and aesthetics.

Coca-Cola remains in pole position

Soft drinks sales in Greece continue to be led by Coca-Cola. The company has a strong presence across a wide range of different areas and is particularly strong in carbonates and bottled water.

Health and wellness and flavour innovation drive development

The key trends driving development in soft drinks are health and wellness and flavour innovation. Since the shift to healthier lifestyles was key to the decline in soft drinks sales during the review period, the main strategy used by companies to boost sales is leveraging of the shift to reduced or sugar free products and ingredients such as green tea, superfruits and aloe vera, which have received strong publicity for their health benefits.

Soft drinks demand to continue rising

After a significant decline in volume sales as a result of the ongoing recession and tax hikes, soft drinks sales started to recover in 2018, with volume sales expected to continue rising over the forecast period. However, consumption is being affected by the rising health and wellness trend, with the increase in volume sales thus expected to be low.

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Soft Drinks in Greece

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Overview

Discover the latest market trends and uncover sources of future market growth for the Soft Drinks 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 Soft Drinks industry in Greece, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Greece for free:

The Soft Drinks 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
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Soft Drinks in Greece?
  • What are the major brands in Greece?
  • What potential exists for multinational vs. local soft drinks companies looking to increase market share?
  • How have changing social attitudes affected soft drink sales?
  • How have sustainability issues; such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, affected the soft drink industry?

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 Soft Drinks market research database.

Soft Drinks in Greece

EXECUTIVE SUMMARY

Soft drinks demand increases after recent challenges
Fine drinking shapes consumption patterns
Coca-Cola remains in pole position
Health and wellness and flavour innovation drive development
Soft drinks demand to continue rising

MARKET DATA

Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 13 Total Sales of Soft Drinks by Fountain On-trade: Volume 2013-2018
Table 14 Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2013-2018
Table 15 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2014-2018
Table 16 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2015-2018
Table 17 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 18 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 19 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 20 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 21 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2013-2018
Table 22 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2013-2018
Table 23 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 27 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 29 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 30 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 31 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 32 Forecast Total Sales of Soft Drinks by Fountain On-trade: Volume 2018-2023
Table 33 Forecast Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2018-2023

APPENDIX

Fountain sales in Greece
Trends

SOURCES

Summary 1 Research Sources

Asian Speciality Drinks in Greece

PROSPECTS

Bottled Water in Greece

HEADLINES

PROSPECTS

Tourism and weather drive sales growth
Rising demand for carbonated mineral water
Introduction of functional water

COMPETITIVE LANDSCAPE

Vikos continues to lead volume sales
Coca-Cola continues to lead value sales
Bottled water becoming more fragmented

CATEGORY DATA

Table 34 Off-trade Sales of Bottled Water by Category: Volume 2013-2018
Table 35 Off-trade Sales of Bottled Water by Category: Value 2013-2018
Table 36 Off-trade Sales of Bottled Water by Category: % Volume Growth 2013-2018
Table 37 Off-trade Sales of Bottled Water by Category: % Value Growth 2013-2018
Table 38 NBO Company Shares of Off-trade Bottled Water: % Volume 2014-2018
Table 39 LBN Brand Shares of Off-trade Bottled Water: % Volume 2015-2018
Table 40 NBO Company Shares of Off-trade Bottled Water: % Value 2014-2018
Table 41 LBN Brand Shares of Off-trade Bottled Water: % Value 2015-2018
Table 42 Forecast Off-trade Sales of Bottled Water by Category: Volume 2018-2023
Table 43 Forecast Off-trade Sales of Bottled Water by Category: Value 2018-2023
Table 44 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2018-2023
Table 45 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2018-2023

Carbonates in Greece

HEADLINES

PROSPECTS

Reduced sugar products continue to thrive
Re-opening of ex-Carrefour outlets by Sklavenitis boosts sales
On-trade sales boosted by performance of spirits

COMPETITIVE LANDSCAPE

Coca-Cola leads sales and introduces new flavours
Domestic companies strengthening their position within carbonates
Distribution key to success in highly competitive area

CATEGORY DATA

Table 46 Off-trade vs On-trade Sales of Carbonates: Volume 2013-2018
Table 47 Off-trade vs On-trade Sales of Carbonates: Value 2013-2018
Table 48 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2013-2018
Table 49 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2013-2018
Table 50 Off-trade Sales of Carbonates by Category: Volume 2013-2018
Table 51 Off-trade Sales of Carbonates by Category: Value 2013-2018
Table 52 Off-trade Sales of Carbonates by Category: % Volume Growth 2013-2018
Table 53 Off-trade Sales of Carbonates by Category: % Value Growth 2013-2018
Table 54 Total Sales of Carbonates by Fountain On-trade: Volume 2013-2018
Table 55 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2013-2018
Table 56 Leading Flavours for Non-cola Carbonates: % Volume 2013-2018
Table 57 NBO Company Shares of Off-trade Carbonates: % Volume 2014-2018
Table 58 LBN Brand Shares of Off-trade Carbonates: % Volume 2015-2018
Table 59 NBO Company Shares of Off-trade Carbonates: % Value 2014-2018
Table 60 LBN Brand Shares of Off-trade Carbonates: % Value 2015-2018
Table 61 Forecast Off-trade Sales of Carbonates by Category: Volume 2018-2023
Table 62 Forecast Off-trade Sales of Carbonates by Category: Value 2018-2023
Table 63 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2018-2023
Table 64 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2018-2023
Table 65 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2018-2023
Table 66 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2018-2023

Concentrates in Greece

HEADLINES

PROSPECTS

Maturity, lack of investment and competition hinder growth
Powder concentrates dominated by ice tea
Liquid concentrates continue to suffer from losses

COMPETITIVE LANDSCAPE

Unilever leads value sales, followed by Katsamakis-Nodriotakis
Unilever and Nestlé lead powder concentrates
Domestic players continue to lead liquid concentrates

CATEGORY DATA

Concentrates Conversions
Summary 2 Concentrates Conversion Factors for ReadytoDrink (RTD) Format
Table 67 Off-trade Sales of Concentrates (RTD) by Category: Volume 2013-2018
Table 68 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2013-2018
Table 69 Off-trade Sales of Concentrates by Category: Value 2013-2018
Table 70 Off-trade Sales of Concentrates by Category: % Value Growth 2013-2018
Table 71 Leading Flavours for Off-trade Liquid Concentrates: % Volume 2013-2018
Table 72 Leading Flavours for Off-trade Powder Concentrates: % Volume 2013-2018
Table 73 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2014-2018
Table 74 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2015-2018
Table 75 NBO Company Shares of Off-trade Concentrates: % Value 2014-2018
Table 76 LBN Brand Shares of Off-trade Concentrates: % Value 2015-2018
Table 77 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2014-2018
Table 78 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2015-2018
Table 79 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2014-2018
Table 80 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2015-2018
Table 81 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2018-2023
Table 82 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2018-2023
Table 83 Forecast Off-trade Sales of Concentrates by Category: Value 2018-2023
Table 84 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2018-2023

Energy Drinks in Greece

HEADLINES

PROSPECTS

Price-fighters drive demand
Tourist influx generates growth opportunities for on-trade consumption
On-trade sales continue to decline

COMPETITIVE LANDSCAPE

Red Bull loses sales share
Hell Energy leads growth
Coca-Cola in strong position in both value and volume terms

CATEGORY DATA

Table 85 Off-trade Sales of Energy Drinks: Volume 2013-2018
Table 86 Off-trade Sales of Energy Drinks: Value 2013-2018
Table 87 Off-trade Sales of Energy Drinks: % Volume Growth 2013-2018
Table 88 Off-trade Sales of Energy Drinks: % Value Growth 2013-2018
Table 89 NBO Company Shares of Off-trade Energy Drinks: % Volume 2014-2018
Table 90 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2015-2018
Table 91 NBO Company Shares of Off-trade Energy Drinks: % Value 2014-2018
Table 92 LBN Brand Shares of Off-trade Energy Drinks: % Value 2015-2018
Table 93 Forecast Off-trade Sales of Energy Drinks: Volume 2018-2023
Table 94 Forecast Off-trade Sales of Energy Drinks: Value 2018-2023
Table 95 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2018-2023
Table 96 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2018-2023

Juice in Greece

HEADLINES

PROSPECTS

Shift from ambient to chilled juice
Child-specific products see rise in sales following investment by Delta
Health and wellness shapes consumption patterns and developments

COMPETITIVE LANDSCAPE

Multinationals continue to lead sales
Domestic brands gain sales share
New packaging and expanded distribution key to success

CATEGORY DATA

Table 97 Off-trade Sales of Juice by Category: Volume 2013-2018
Table 98 Off-trade Sales of Juice by Category: Value 2013-2018
Table 99 Off-trade Sales of Juice by Category: % Volume Growth 2013-2018
Table 100 Off-trade Sales of Juice by Category: % Value Growth 2013-2018
Table 101 Leading Flavours for Off-trade 100% Juice: % Volume 2013-2018
Table 102 Leading Flavours for Off-trade Juice Drinks (up to 24% Juice): % Volume 2013-2018
Table 103 Leading Flavours for Off-trade Nectars (25-99% Juice): % Volume 2013-2018
Table 104 NBO Company Shares of Off-trade Juice: % Volume 2014-2018
Table 105 LBN Brand Shares of Off-trade Juice: % Volume 2015-2018
Table 106 NBO Company Shares of Off-trade Juice: % Value 2014-2018
Table 107 LBN Brand Shares of Off-trade Juice: % Value 2015-2018
Table 108 Forecast Off-trade Sales of Juice by Category: Volume 2018-2023
Table 109 Forecast Off-trade Sales of Juice by Category: Value 2018-2023
Table 110 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2018-2023
Table 111 Forecast Off-trade Sales of Juice by Category: % Value Growth 2018-2023

RTD Coffee in Greece

HEADLINES

PROSPECTS

Competition with take-away fresh coffee impacts growth
Re-opening of Carrefour outlets by Sklavenitis boosts sales
Average retail prices increasing as premium brands gain share

COMPETITIVE LANDSCAPE

Starbucks leads brand sales
Delta Foods remains leading producer, despite recent challenges
Former leader struggling to compete

CATEGORY DATA

Table 112 Off-trade Sales of RTD Coffee: Volume 2013-2018
Table 113 Off-trade Sales of RTD Coffee: Value 2013-2018
Table 114 Off-trade Sales of RTD Coffee: % Volume Growth 2013-2018
Table 115 Off-trade Sales of RTD Coffee: % Value Growth 2013-2018
Table 116 NBO Company Shares of Off-trade RTD Coffee: % Volume 2014-2018
Table 117 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2015-2018
Table 118 NBO Company Shares of Off-trade RTD Coffee: % Value 2014-2018
Table 119 LBN Brand Shares of Off-trade RTD Coffee: % Value 2015-2018
Table 120 Forecast Off-trade Sales of RTD Coffee: Volume 2018-2023
Table 121 Forecast Off-trade Sales of RTD Coffee: Value 2018-2023
Table 122 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2018-2023
Table 123 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2018-2023

RTD Tea in Greece

HEADLINES

PROSPECTS

Health and wellness trend favourable to RTD tea
Re-opening of former Carrefour outlets by Sklavenitis boosts sales
Flavour innovation drives developments

COMPETITIVE LANDSCAPE

PepsiCo leads sales, followed by Nestlé
Coca-Cola re-enters RTD tea dynamically
Fragmentation gathers pace

CATEGORY DATA

Table 124 Off-trade Sales of RTD Tea by Category: Volume 2013-2018
Table 125 Off-trade Sales of RTD Tea by Category: Value 2013-2018
Table 126 Off-trade Sales of RTD Tea by Category: % Volume Growth 2013-2018
Table 127 Off-trade Sales of RTD Tea by Category: % Value Growth 2013-2018
Table 128 Leading Flavours for Off-trade RTD Tea: % Volume 2013-2018
Table 129 NBO Company Shares of Off-trade RTD Tea: % Volume 2014-2018
Table 130 LBN Brand Shares of Off-trade RTD Tea: % Volume 2015-2018
Table 131 NBO Company Shares of Off-trade RTD Tea: % Value 2014-2018
Table 132 LBN Brand Shares of Off-trade RTD Tea: % Value 2015-2018
Table 133 Forecast Off-trade Sales of RTD Tea by Category: Volume 2018-2023
Table 134 Forecast Off-trade Sales of RTD Tea by Category: Value 2018-2023
Table 135 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2018-2023
Table 136 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2018-2023

Sports Drinks in Greece

HEADLINES

PROSPECTS

Increase in gym-goers to benefit sales
Investment in distribution key to growth
Product variety remains limited in Greece

COMPETITIVE LANDSCAPE

Coca-Cola remains in pole position
Oshee gains sales share
Amvyx ranks second with Lucozade brand

CATEGORY DATA

Table 137 Off-trade Sales of Sports Drinks: Volume 2013-2018
Table 138 Off-trade Sales of Sports Drinks: Value 2013-2018
Table 139 Off-trade Sales of Sports Drinks: % Volume Growth 2013-2018
Table 140 Off-trade Sales of Sports Drinks: % Value Growth 2013-2018
Table 141 NBO Company Shares of Off-trade Sports Drinks: % Volume 2014-2018
Table 142 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2015-2018
Table 143 NBO Company Shares of Off-trade Sports Drinks: % Value 2014-2018
Table 144 LBN Brand Shares of Off-trade Sports Drinks: % Value 2015-2018
Table 145 Forecast Off-trade Sales of Sports Drinks: Volume 2018-2023
Table 146 Forecast Off-trade Sales of Sports Drinks: Value 2018-2023
Table 147 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2018-2023
Table 148 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2018-2023