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Country Report

Tea in

Tea in Greece

18 pages, Feb 2018

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Low penetration allows room for growth

Although there is no strong tea drinking culture in Greece, where hot drinks is dominated by coffee, this is gradually changing and the penetration of tea is expected to increase, without cannibalising coffee. Greeks will likely continue to rank coffee as their favourite hot beverage, although there will be a growing consumer base for tea.

Premiumisation despite the recession

Notwithstanding shrinking disposable incomes in Greece, premiumisation is gathering pace in tea. This is hardly surprising, given that tea is beginning to appeal to more affluent consumers, given that in Greece it is not regarded as a staple beverage in the way that coffee is.

Health and wellness shapes consumption patterns in tea

Health and wellness has emerged as a key trend shaping nutrition patterns amongst young Greeks and this will influence consumption in beverages, giving a boost to tea sales. That health and wellness is the key driver behind growth in tea sales is evident in the type of tea set to perform best, namely green tea.

COMPETITIVE LANDSCAPE

The competitive landscape becomes more fragmented

While Unilever with Lipton and Atlanta, importer of Twinings, remain the key players in tea, the category is becoming more fragmented with a larger number of players beginning to claim share. Alpha Beta Vassilopoulos has been placing more brands on shelves, including the premium brand, Dilmah, which is available in green and black standard and black speciality and the Yogi Tea brand, present in herbal tea.

Carrefour’s collapse leads to losses for private label

While the private label tea ranges of Alpha Beta Vassilopoulos and Lidl are performing well, the share of private label in tea registered a decline in 2016 and there was no recovery in 2017. Carrefour was one of the key players in private label tea and its bankruptcy and subsequent closure of Carrefour outlets took its toll upon private label tea sales.

Unilever again at the forefront of development

Unilever Hellas, with its strong investment in tea, helped the category to expand its consumer base and expanded tea consumption amongst Greeks. In 2017 the leading multinational again invested in expanding its portfolio, introducing a number of new products under the most lucrative categories of green tea and black speciality tea.

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Tea Market Sample Report Tea Market Sample Data

Overview

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.

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Overview

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

The Tea 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 Tea in Greece?
What are the major brands in Greece?
Is loose leaf tea available in Greece?
Is there a shift from unpackaged to packaged tea in Greece?
Is there a market for tea pods in Greece?
What is the market size for different tea flavors (green tea, black tea, herbal tea, etc.) in Greece?
How are market trends changing in flavours/types for fruit/herbal and other tea?

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 Hot Drinks market research database.

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Tea in Greece - Category analysis

HEADLINES

PROSPECTS

Low penetration allows room for growth

Premiumisation despite the recession

Health and wellness shapes consumption patterns in tea

COMPETITIVE LANDSCAPE

The competitive landscape becomes more fragmented

Carrefour’s collapse leads to losses for private label

Unilever again at the forefront of development

CATEGORY DATA

Table 1 Retail Sales of Tea by Category: Volume 2012-2017
Table 2 Retail Sales of Tea by Category: Value 2012-2017
Table 3 Retail Sales of Tea by Category: % Volume Growth 2012-2017
Table 4 Retail Sales of Tea by Category: % Value Growth 2012-2017
Table 5 NBO Company Shares of Tea: % Retail Value 2013-2017
Table 6 LBN Brand Shares of Tea: % Retail Value 2014-2017
Table 7 Forecast Retail Sales of Tea by Category: Volume 2017-2022
Table 8 Forecast Retail Sales of Tea by Category: Value 2017-2022
Table 9 Forecast Retail Sales of Tea by Category: % Volume Growth 2017-2022
Table 10 Forecast Retail Sales of Tea by Category: % Value Growth 2017-2022

Hot Drinks in Greece - Industry Overview

EXECUTIVE SUMMARY

On-the-go the key trend in coffee

Taxation hikes hit coffee

Hot drinks is becoming more fragmented

Premiumisation drives new product developments

Tourism creates lucrative growth opportunities

MARKET DATA

Table 11 Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2012-2017
Table 12 Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2012-2017
Table 13 Retail Sales of Hot Drinks by Category: Volume 2012-2017
Table 14 Retail Sales of Hot Drinks by Category: Value 2012-2017
Table 15 Retail Sales of Hot Drinks by Category: % Volume Growth 2012-2017
Table 16 Retail Sales of Hot Drinks by Category: % Value Growth 2012-2017
Table 17 Foodservice Sales of Hot Drinks by Category: Volume 2012-2017
Table 18 Foodservice Sales of Hot Drinks by Category: % Volume Growth 2012-2017
Table 19 Total Sales of Hot Drinks by Category: Total Volume 2012-2017
Table 20 Total Sales of Hot Drinks by Category: % Total Volume Growth 2012-2017
Table 21 NBO Company Shares of Hot Drinks: % Retail Value 2013-2017
Table 22 LBN Brand Shares of Hot Drinks: % Retail Value 2014-2017
Table 23 Penetration of Private Label in Hot Drinks by Category: % Retail Value 2012-2017
Table 24 Retail Distribution of Hot Drinks by Format: % Volume 2012-2017
Table 25 Retail Distribution of Hot Drinks by Format and Category: % Volume 2017
Table 26 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2017-2022
Table 27 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2017-2022
Table 28 Forecast Retail Sales of Hot Drinks by Category: Volume 2017-2022
Table 29 Forecast Retail Sales of Hot Drinks by Category: Value 2017-2022
Table 30 Forecast Retail Sales of Hot Drinks by Category: % Volume Growth 2017-2022
Table 31 Forecast Retail Sales of Hot Drinks by Category: % Value Growth 2017-2022
Table 32 Forecast Foodservice Sales of Hot Drinks by Category: Volume 2017-2022
Table 33 Forecast Foodservice Sales of Hot Drinks by Category: % Volume Growth 2017-2022
Table 34 Forecast Total Sales of Hot Drinks by Category: Total Volume 2017-2022
Table 35 Forecast Total Sales of Hot Drinks by Category: % Total Volume Growth 2017-2022

Megatrends

Country Report

Tea in Greece

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Executive Summary

New Report Guarantee

PROSPECTS

Low penetration allows room for growth

Premiumisation despite the recession

Health and wellness shapes consumption patterns in tea

COMPETITIVE LANDSCAPE

The competitive landscape becomes more fragmented

Carrefour’s collapse leads to losses for private label

Unilever again at the forefront of development

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Overview

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Table of Contents

Tea in Greece - Category analysis

HEADLINES

PROSPECTS

Low penetration allows room for growth

Premiumisation despite the recession

Health and wellness shapes consumption patterns in tea

COMPETITIVE LANDSCAPE

The competitive landscape becomes more fragmented

Carrefour’s collapse leads to losses for private label

Unilever again at the forefront of development

CATEGORY DATA

Hot Drinks in Greece - Industry Overview

EXECUTIVE SUMMARY

On-the-go the key trend in coffee

Taxation hikes hit coffee

Hot drinks is becoming more fragmented

Premiumisation drives new product developments

Tourism creates lucrative growth opportunities

MARKET DATA

SOURCES

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