Executive Summary

Nov 2019
PROSPECTS
Growth continues, although performances vary due to the health trend

Sweet spreads continued to see current value growth in 2019, although differences were seen in performances between categories. Chocolate spreads and jams and preserves saw current value declines, as they are coming under increasing scrutiny due to their high sugar content.

Sales hampered by small producers selling their own honey

Small producers are able to sell their honey (up to a certain limit) in the local market without being required to pass it through a certified laboratory, according to a ministerial decision. Artisanal honey is now therefore widely available throughout the country, cannibalising sales of packaged products, driven by its perceived higher quality and more competitive prices.

Home baking creates new growth opportunities

Growth in home baking is creating new opportunities for the consumption of spreads, specifically for tahini and jams, and to a lesser degree honey. More Greeks are keen to experiment with baking, seeing this as a way to make their cakes healthier, but also as a creative way to spend time whilst also saving money.

COMPETITIVE LANDSCAPE
Private label expands its share due to wide product ranges and price bands

Bee Culturing Co Pittas remained the leading individual player in sweet spreads in value terms in 2019, thanks to the popularity of its Attiki brand in honey, whilst the company is also starting to claim a small share in jams and preserves. Nevertheless, overall private label held the highest share, and continued to see strong share increases in 2018 and 2019.

Mondelez Hellas dominates chocolate spreads with long-standing Merenda brand

Mondelez Hellas continued to dominate chocolate spreads in value terms in 2019, thanks to the strength of its well-known Merenda brand, which was also the leading brand in overall sweet spreads. The company remained one of the few international players in the category.

Greek brands are amongst the leaders due to consumers’ desire to buy local

Elgeka is especially strong in jams and preserves, leading in value terms in 2019 with its Bonne Maman brand, followed by Chipita with its Spin Span brand. Unlike Bonne Maman, Spin Span is a local Greek brand and signifies local authenticity, which is appreciated by Greek consumers and is therefore seeing share growth.

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Sweet Spreads in Greece

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Overview

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

The Spreads 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
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Spreads in Greece?
  • What are the major brands in Greece?
  • How are manufacturers leveraging health and wellness trends like reduced sugar or organic sourcing?

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 Packaged Food market research database.

Sweet Spreads in Greece - Category analysis

HEADLINES

PROSPECTS

Growth continues, although performances vary due to the health trend
Sales hampered by small producers selling their own honey
Home baking creates new growth opportunities

COMPETITIVE LANDSCAPE

Private label expands its share due to wide product ranges and price bands
Mondelez Hellas dominates chocolate spreads with long-standing Merenda brand
Greek brands are amongst the leaders due to consumers’ desire to buy local

CATEGORY DATA

Table 1 Sales of Sweet Spreads by Category: Volume 2014-2019
Table 2 Sales of Sweet Spreads by Category: Value 2014-2019
Table 3 Sales of Sweet Spreads by Category: % Volume Growth 2014-2019
Table 4 Sales of Sweet Spreads by Category: % Value Growth 2014-2019
Table 5 Sales of Jams and Preserves by Leading Flavours: Rankings 2014-2019
Table 6 NBO Company Shares of Sweet Spreads: % Value 2015-2019
Table 7 LBN Brand Shares of Sweet Spreads: % Value 2016-2019
Table 8 Distribution of Sweet Spreads by Format: % Value 2014-2019
Table 9 Forecast Sales of Sweet Spreads by Category: Volume 2019-2024
Table 10 Forecast Sales of Sweet Spreads by Category: Value 2019-2024
Table 11 Forecast Sales of Sweet Spreads by Category: % Volume Growth 2019-2024
Table 12 Forecast Sales of Sweet Spreads by Category: % Value Growth 2019-2024

Packaged Food in Greece - Industry Overview

EXECUTIVE SUMMARY

Slow growth due to improving economy and rising consumer confidence
Health and local sourcing are increasingly important in packaged food
Growth of smaller brands leads to greater fragmentation in packaged food
Recovery for hypermarkets, but supermarkets remains the dominant channel
Low but increasing consumer confidence set to boost sales

FOODSERVICE

Sales to Foodservice
Foodservice packaged food sales benefit from the influx of foreign tourists
Health and wellness also affects the foodservice channel and the ingredients used
The competitive landscape in foodservice packaged food is very fragmented
Consumer Foodservice
Tourism expected to contribute to growth, but more Greeks may eat at home
Exotic cuisines are on the rise, especially in fast food
Premiumisation amongst operators offering local Greek cuisine
Category Data
Table 13 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 14 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 15 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 16 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 17 Sales of Packaged Food by Category: Volume 2014-2019
Table 18 Sales of Packaged Food by Category: Value 2014-2019
Table 19 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 20 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 21 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 22 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 23 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 24 Penetration of Private Label by Category: % Value 2014-2019
Table 25 Distribution of Packaged Food by Format: % Value 2014-2019
Table 26 Distribution of Packaged Food by Format and Category: % Value 2019
Table 27 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 28 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 29 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 30 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources