Weight Management and Wellbeing in Greece

PROSPECTS

Focus on diet and exercise limiting the demand for weight management and wellbeing

Awareness of the need for a balanced diet grew in Greece at the end of the review period and translated into consumers changing their nutritional habits to try and achieve weight loss. This resulted in some consumers moving away from weight management and wellbeing products, not least because consumers are losing faith in the efficacy of these products.

Seasonal nature of weight management and wellbeing unlikely to change

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

Limited distribution and competition along with questionable results limits demand

Meal replacement and supplement nutrition drinks suffer from a general lack of awareness and limited distribution with chemists/pharmacies, direct selling and internet retailing accounting for most sales. Both categories are very consolidated with a small number of players accounting for most sales and this lack of competition is therefore limiting product awareness.

COMPETITIVE LANDSCAPE

Omega Pharma launches XLS Detox as it continues to grow

XLS Medical remained the leading brand within weight management and wellbeing in 2019, with it continuing to gain share. Omega Pharma Hellas expanded its portfolio in 2018/2019 with XLS Detox, which unlike other products in the category is positioned as a pre-diet line of weight loss supplements that claims to offer a detox to accelerate weight loss.

Sarantis retains strong position thanks to new Fat Free range while new players make early gains

GR Sarantis SA’s Lanes brand retained second place in the rankings in weight management and wellbeing in 2019. Despite seeing flat growth with its Lanes Kcaligram line of weight loss supplements, it was able to prevent a decline, unlike many of its competitors.

Mixed performance for Power Health with weight loss supplements falling out of favour

Power Health is the leading company in weight management and wellbeing, but its share is decreasing as more players entered the category. The company introduced its Fit & Lean range of weight loss supplements in 2019, which is comprised of two different capsules, each with different functions/claims.

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