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.
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.
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.
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 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.
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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This industry report originates from Passport, our Packaged Food market research database.