Weight Management and Wellbeing in Greece

PROSPECTS

Balanced nutrition favoured over the use of weight management products

Awareness of balanced nutrition grew in Greece at the end of the review period and translated into consumers changing their nutrition habits to try and achieve weight loss, moving away from weight management products, not least because of their ambiguous efficacy, given that weight management products alone have failed to offer their promised results. Their high retail price also affects their growth potential as financially-constrained consumers have been forced to re-evaluate their spending patterns.

Supplement nutrition drinks performs best

Supplement nutrition drinks performed best in 2018 and will continue to do so over the forecast period. The products have not been present in Greece for very long and therefore benefit from their novelty and very low penetration.

Sales remain seasonal

Sales and marketing activities, including advertising, are very seasonal in Greece when it comes to weight management and wellbeing. The consumption of these products takes place from March to July, before Greeks go on their summer holidays.

COMPETITIVE LANDSCAPE

Power Health Hellas leads sales

Given its wide product portfolio and strong brand awareness, Power Health Hellas SA has retained its leadership within weight management and wellbeing. Omega Pharma Hellas ranks second, with a narrower product portfolio, but its XL-S is the leading brand within the largest category, weight loss supplements.

Price shapes value shares

Consumers of weight management products mostly shop based on what is advertised and the price, with more expensive products having a narrow consumer base. The exception is XL-S Medical which, despite or possibly because of its high retail price, is the leading brand.

Solgar Lipotropic Factors benefits from strong advertising support

Solgar Lipotropic Factors was one of the best-performing brands in 2018 within weight loss supplements due to the strong advertising support the brand received. Advertising plays a key role in sales of weight management products, with consumers being informed by adverts each season as to which brands are available and then purchasing them.

Files are delivered directly into your account within a few minutes of purchase.