Weight Management and Wellbeing in Greece

2020 IMPACT

Declines for weight management and wellbeing exacerbated by emergence of pandemic as consumers prioritise spending, with reduced emphasis on looks during lockdown

Demand for weight management and wellbeing was already declining in Greece prior to the pandemic, as local consumers gained greater awareness of the need to follow a balanced diet which resulted in a change of attitude in how to achieve healthy weight loss. This resulted in declining sales across the category towards the end of the review period as many Greek consumers lost faith in their efficacy and purchasing “quick fix” products rather than taking a more sensible approach to eating and exercise to reach a longer-term goal.

Sports nutrition offers alternative options to meal replacement

While set to record a lower volume decline compared to weight loss supplements and supplement nutrition drinks in 2020, meal replacement is continuing to face strong competition from sports nutrition such as protein shakes and protein/energy bars, due to their more affordable pricing. Although gyms were forced to close as part of lockdown measures, these products are being increasingly used by consumers who do not always work out.

Competitive landscape intensifies with new product launches despite negative outlook for category

Notwithstanding the category’s overall poor performance at the end of the review period, the competitive landscape of weight management and wellbeing remained dynamic with significant changes on an annual basis, not only in terms of new product development but in terms of ranking. Advertising is a key factor in helping to influence share loss or gain as brand loyalty is fairly low in Greece, with consumers of these products keen to try new products if they are competitively priced or offer innovation or novelty.

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