The pandemic has shaken up the soup sector. Traditionally soup is not really consumed at home in Greece and is mainly served in establishments such as schools and hospitals.
Elais Unilever Hellas is the leading player in soup in Greece in value terms in 2021, with its Knorr brand. The Knorr range offers a relatively wide choice of flavours and is also more widely available than its main rival Maggi from Nestlé Hellas, which is the only other major brand present.
In terms of recent products launches, a lot of the new soups offer spicy and exotic flavours as players tap into the increasing interest from Greek consumers for ethnic cuisine and in particular Asian cuisine. The growing willingness of Greek consumers to try new products represents an opportunity for soups if the products are deemed nutritious, as there is a perception among Greek consumers that packaged soups are unhealthy and so messaging around health benefits is crucial.
Soup received an unexpected boost from the pandemic, which shook up the sector somewhat and over the forecast period constant value growth is expected to be moderate, though there is an opportunity to try and capitalise on the boost soup received during lockdowns. In Greece, packaged soup is a small product area and generally sees little to no growth, as it is not the habit of Greek consumers to eat soup.
Consumers are increasingly demanding locally sourced ingredients, both as a way to support the local economy and also as a more sustainable way to eat food. Therefore, if needs be, players should reformulate their products and introduce local ingredients and use local Greek recipes in order to attract consumer interest.
One of the reasons that packaged soup in Greece has not seen growth over the review period, unlike in other European countries, is that it is not seen as healthy. Shelf stable canned soup in particular is believed to contain a high level of salt, whilst dehydrated and instant soup are not perceived to be healthy either, especially not compared with home-made soup.
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Understand the latest market trends and future growth opportunities for the Soup industry in Greece with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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If you're in the Soup 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.
Soups is the aggregation of dried (dehydrated formats), shelf stable and chilled and frozen soups. Includes: Ready-made, pre-packaged soup, regardless of format. Excludes: Liquid stocks and or stock/bouillon cubes. These are tracked in sauces, dressings and condiments, under cooking ingredients. Herbal soup mixes common in Asia are also excluded.
See All of Our DefinitionsThis report originates from Passport, our Soup research and analysis database.
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