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Soft Drinks in Greece
January 2022
Soft drinks in 2021: The big picture
The Coronavirus (COVID-19) pandemic took its toll upon soft drinks consumption in Greece. A significant part of volume sales was lost due to foodservice closures, home seclusion and reduced tourist flows.
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Overview:
Understand the latest market trends and future growth opportunities for the Soft Drinks industry in Greece with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
Bottled Water
Carbonates
Concentrates
Juice
RTD Coffee
RTD Tea
Energy Drinks
Sports Drinks
Asian Speciality Drinks
If you're in the Soft Drinks industry in Greece, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Soft Drinks in Greece report includes:
Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volume and value sizes, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent research methodology, conducted in-country
This report answers:
What is the market size of Soft Drinks in Greece?
To what extent are health considerations impacting consumption of Soft Drinks in Greece?
How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Soft Drinks in Greece?
Which are the leading brands in Soft Drinks in Greece?
What potential exists for multinational or domestic soft drinks companies to expand in Greece?
How are products distributed in Soft Drinks in Greece?
How is the rise of e-commerce changing the retail and competitive landscape?
How have home seclusion and social distancing measures following COVID-19 impacted sales of Soft Drinks?
How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
Where is future growth expected to be most dynamic?
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2016-2021Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2016-2021Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2016-2021Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2016-2021Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2020Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2020Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2020Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2020Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2016-2021Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2016-2021Table 11 Off-trade Sales of Soft Drinks by Category: Value 2016-2021Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2016-2021Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2016-2021Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2016-2021Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2017-2021Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2018-2021Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2017-2021Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2018-2021Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2016-2021Table 20 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2016-2021Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2016-2021Table 22 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2021Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2021-2026Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2021-2026Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2021-2026Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2021-2026Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2021-2026Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2021-2026Table 29 Forecast Off-trade Sales of Soft Drinks by Category: Value 2021-2026Table 30 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2021-2026Table 31 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2021-2026Table 32 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2021-2026
APPENDIX
Fountain sales in Greece
Trends
DISCLAIMER
SOURCES
Summary 1 Research Sources
Carbonates in Greece
KEY DATA FINDINGS
2021 DEVELOPMENTS
Competition with perceived healthier juice and flavoured bottled water affects performance of non-cola carbonates
New launches and flavours boost “other” non-cola carbonates and mixers
Coca-Cola Hellenic Bottling shifts focus from Fanta and Sprite to Schweppes
PROSPECTS AND OPPORTUNITIES
ON-TRADE SALES TO RECOVER MORE FULLY FROM 2022 ONWARDS
HEALTH AND WELLNESS TREND SET TO SEE MIGRATION TO PERCEIVED HEALTHIER SUBSTITUTES
SCHWEPPES AND COCA-COLA ZERO SUGAR SET TO BOOST COCA-COLA HELLENIC BOTTLING’S PERFORMANCE
CATEGORY DATA
Table 33 Off-trade vs On-trade Sales of Carbonates: Volume 2016-2021Table 34 Off-trade vs On-trade Sales of Carbonates: Value 2016-2021Table 35 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2016-2021Table 36 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2016-2021Table 37 Off-trade Sales of Carbonates by Category: Volume 2016-2021Table 38 Off-trade Sales of Carbonates by Category: Value 2016-2021Table 39 Off-trade Sales of Carbonates by Category: % Volume Growth 2016-2021Table 40 Off-trade Sales of Carbonates by Category: % Value Growth 2016-2021Table 41 Total Sales of Carbonates by Fountain On-trade: Volume 2016-2021Table 42 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2016-2021Table 43 NBO Company Shares of Off-trade Carbonates: % Volume 2017-2021Table 44 LBN Brand Shares of Off-trade Carbonates: % Volume 2018-2021Table 45 NBO Company Shares of Off-trade Carbonates: % Value 2017-2021Table 46 LBN Brand Shares of Off-trade Carbonates: % Value 2018-2021Table 47 Forecast Off-trade Sales of Carbonates by Category: Volume 2021-2026Table 48 Forecast Off-trade Sales of Carbonates by Category: Value 2021-2026Table 49 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2021-2026Table 50 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2021-2026Table 51 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2021-2026Table 52 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2021-2026
Juice in Greece
KEY DATA FINDINGS
2021 DEVELOPMENTS
Flavours and pack sizes influence category performance and brand performances
HEALTH AND WELLNESS AFFECTS CONSUMPTION PATTERNS WITH REDUCED SUGAR PRODUCTS GAINING GROUND
PREMIUMISATION DRIVES NEW PRODUCT DEVELOPMENTS IN JUICE
PROSPECTS AND OPPORTUNITIES
ON-TRADE GROWTH IS HINDERED BY THE MOMENTUM OF JUICE BARS
RECOVERY IN TOURISM OFFERS GROWTH OPPORTUNITIES
SHIFT FROM AMBIENT TO CHILLED PRODUCTS ANTICIPATED IN LINE WITH HEALTH TRENDS
CATEGORY DATA
Table 53 Off-trade Sales of Juice by Category: Volume 2016-2021Table 54 Off-trade Sales of Juice by Category: Value 2016-2021Table 55 Off-trade Sales of Juice by Category: % Volume Growth 2016-2021Table 56 Off-trade Sales of Juice by Category: % Value Growth 2016-2021Table 57 NBO Company Shares of Off-trade Juice: % Volume 2017-2021Table 58 LBN Brand Shares of Off-trade Juice: % Volume 2018-2021Table 59 NBO Company Shares of Off-trade Juice: % Value 2017-2021Table 60 LBN Brand Shares of Off-trade Juice: % Value 2018-2021Table 61 Forecast Off-trade Sales of Juice by Category: Volume 2021-2026Table 62 Forecast Off-trade Sales of Juice by Category: Value 2021-2026Table 63 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2021-2026Table 64 Forecast Off-trade Sales of Juice by Category: % Value Growth 2021-2026
Bottled Water in Greece
KEY DATA FINDINGS
2021 DEVELOPMENTS
Foodservice closures and ebb in tourist flows affect consumption
PENETRATION OF FLAVOURED BOTTLED WATER INCREASES VIA SPARKLING OPTIONS
DOMINANT CATEGORY SEES SOME PREMIUMISATION VIA IMPORTS
PROSPECTS AND OPPORTUNITIES
ANTICIPATED RECOVERY IN TOURISM AND RISING ECOLOGICAL TREND TO GIVE A BOOST TO SALES
HEALTH AND WELLNESS TREND TO DRIVE DEMAND FOR SPARKLING FLAVOURED BOTTLED WATER
INVESTING IN BRAND BUILDING AND PRODUCT DISTRIBUTION DEEMED ESSENTIAL FOR GROWTH
CATEGORY DATA
Table 65 Off-trade Sales of Bottled Water by Category: Volume 2016-2021Table 66 Off-trade Sales of Bottled Water by Category: Value 2016-2021Table 67 Off-trade Sales of Bottled Water by Category: % Volume Growth 2016-2021Table 68 Off-trade Sales of Bottled Water by Category: % Value Growth 2016-2021Table 69 NBO Company Shares of Off-trade Bottled Water: % Volume 2017-2021Table 70 LBN Brand Shares of Off-trade Bottled Water: % Volume 2018-2021Table 71 NBO Company Shares of Off-trade Bottled Water: % Value 2017-2021Table 72 LBN Brand Shares of Off-trade Bottled Water: % Value 2018-2021Table 73 Forecast Off-trade Sales of Bottled Water by Category: Volume 2021-2026Table 74 Forecast Off-trade Sales of Bottled Water by Category: Value 2021-2026Table 75 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2021-2026Table 76 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2021-2026
COMPETITION WITH OTHER SOFT DRINKS PRODUCTS HINDERS CATEGORY POTENTIAL
PROSPECTS AND OPPORTUNITIES
Energy drinks set to cannibalise sales
Competition with dietary supplements and sports nutrition products to hamper growth potential
CHANGE OF DISTRIBUTOR STRENGTHENS FOCUS ON LUCOZADE
CATEGORY DATA
Table 77 Off-trade Sales of Sports Drinks: Volume 2016-2021Table 78 Off-trade Sales of Sports Drinks: Value 2016-2021Table 79 Off-trade Sales of Sports Drinks: % Volume Growth 2016-2021Table 80 Off-trade Sales of Sports Drinks: % Value Growth 2016-2021Table 81 NBO Company Shares of Off-trade Sports Drinks: % Volume 2017-2021Table 82 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2018-2021Table 83 NBO Company Shares of Off-trade Sports Drinks: % Value 2017-2021Table 84 LBN Brand Shares of Off-trade Sports Drinks: % Value 2018-2021Table 85 Forecast Off-trade Sales of Sports Drinks: Volume 2021-2026Table 86 Forecast Off-trade Sales of Sports Drinks: Value 2021-2026Table 87 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2021-2026Table 88 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2021-2026
Energy Drinks in Greece
KEY DATA FINDINGS
2021 DEVELOPMENTS
New launches stimulate consumer interest
Higher average unit price boosts value growth in 2021
Expanded portfolio provides a strong boost to Coca-Cola Hellenic Bottling’s retail volume and value shares
PROSPECTS AND OPPORTUNITIES
Reduced sugar to outpace regular in growth terms as health and wellness trend develops
TOURISM RECOVERY A KEY FACTOR IN THE REVIVAL OF ON-TRADE CONSUMPTION
GENERATION Z TO REMAIN A KEY AND FAST-MOVING CONSUMER BASE
CATEGORY DATA
Table 89 Off-trade Sales of Energy Drinks: Volume 2016-2021Table 90 Off-trade Sales of Energy Drinks: Value 2016-2021Table 91 Off-trade Sales of Energy Drinks: % Volume Growth 2016-2021Table 92 Off-trade Sales of Energy Drinks: % Value Growth 2016-2021Table 93 NBO Company Shares of Off-trade Energy Drinks: % Volume 2017-2021Table 94 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2018-2021Table 95 NBO Company Shares of Off-trade Energy Drinks: % Value 2017-2021Table 96 LBN Brand Shares of Off-trade Energy Drinks: % Value 2018-2021Table 97 Forecast Off-trade Sales of Energy Drinks: Volume 2021-2026Table 98 Forecast Off-trade Sales of Energy Drinks: Value 2021-2026Table 99 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2021-2026Table 100 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2021-2026
Concentrates in Greece
KEY DATA FINDINGS
2021 DEVELOPMENTS
Lack of investment and tide in soft drinks hinder growth potential
POWDER CONCENTRATES STRUGGLES TO STAND OUT IN FACE OF STRONG COMPETITION
Liquid concentrates suffers from an outdated image as health and wellness gains traction
PROSPECTS AND OPPORTUNITIES
Off-trade volume and value sales set to fall as liquid concentrates loses out to more modern and healthier options
COMPETITION LIMITS OPPORTUNITIES FOR SPORTS DRINKS POWDER CONCENTRATES
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) FormatTable 101 Off-trade Sales of Concentrates (RTD) by Category: Volume 2016-2021Table 102 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2016-2021Table 103 Off-trade Sales of Concentrates by Category: Value 2016-2021Table 104 Off-trade Sales of Concentrates by Category: % Value Growth 2016-2021Table 105 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2018-2021Table 106 NBO Company Shares of Off-trade Concentrates: % Value 2017-2021Table 107 LBN Brand Shares of Off-trade Concentrates: % Value 2018-2021Table 108 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2017-2021Table 109 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2018-2021Table 110 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2017-2021Table 111 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2018-2021Table 112 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2021-2026Table 113 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2021-2026Table 114 Forecast Off-trade Sales of Concentrates by Category: Value 2021-2026Table 115 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2021-2026
RTD Tea in Greece
KEY DATA FINDINGS
2021 DEVELOPMENTS
Limited tourism flows impact distribution patterns
NEW LAUNCHES BROADEN OFFER AND STIMULATE CONSUMER INTEREST
SHIFTING DISTRIBUTION DUE TO HOME SECLUSION
PROSPECTS AND OPPORTUNITIES
Recovery of impulse consumption anticipated as tourists return and local consumers lead more on-the-go lifestyles
BRANDS WITH A STRONG PRESENCE IN THE IMPULSE CHANNEL EXPECTED TO PERFORM BEST
PRODUCTS WITH HEALTH AND WELLNESS POSITIONING SET TO GAIN SALES
CATEGORY DATA
Table 116 Off-trade Sales of RTD Tea by Category: Volume 2016-2021Table 117 Off-trade Sales of RTD Tea by Category: Value 2016-2021Table 118 Off-trade Sales of RTD Tea by Category: % Volume Growth 2016-2021Table 119 Off-trade Sales of RTD Tea by Category: % Value Growth 2016-2021Table 120 Leading Flavours for Off-trade RTD Tea: % Volume 2016-2021Table 121 NBO Company Shares of Off-trade RTD Tea: % Volume 2017-2021Table 122 LBN Brand Shares of Off-trade RTD Tea: % Volume 2018-2021Table 123 NBO Company Shares of Off-trade RTD Tea: % Value 2017-2021Table 124 LBN Brand Shares of Off-trade RTD Tea: % Value 2018-2021Table 125 Forecast Off-trade Sales of RTD Tea by Category: Volume 2021-2026Table 126 Forecast Off-trade Sales of RTD Tea by Category: Value 2021-2026Table 127 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2021-2026Table 128 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2021-2026
RTD Coffee in Greece
KEY DATA FINDINGS
2021 DEVELOPMENTS
Hybrid energy-boosting RTD coffee add dynamism to the category
COMPETITION WITH FRESH COFFEE HINDERS CATEGORY DEVELOPMENT AND GROWTH
CONVENIENCE STORES INCREASES PRESENCE OF RTD COFFEE IN THE OFF-TRADE CHANNEL
PROSPECTS AND OPPORTUNITIES
FF RTD coffee: A new trend?
Starbucks Discoveries expected to leverage brand recognition and wider distribution reach to remain the leader
This is the aggregation of the following categories; Carbonates, Fruit/vegetable juice, Bottled water, Functional drinks, Concentrates, RTD tea, RTD coffee and Asian speciality drinks.
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