Health and Wellness in Greece

Health and Wellness in Greece
Euromonitor International
February 2021

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
COVID-19 impact on health and wellness
COVID-19 country impact
Company response
Retailing shift
Foodservice vs retail split
What next for health and wellness?
MARKET DATA
Table 1 Sales of Health and Wellness by Type: Value 2015-2020
Table 2 Sales of Health and Wellness by Type: % Value Growth 2015-2020
Table 3 Sales of Health and Wellness by Category: Value 2015-2020
Table 4 Sales of Health and Wellness by Category: % Value Growth 2015-2020
Table 5 Sales of Health and Wellness by Prime Positioning: Value 2015-2020
Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2015-2020
Table 7 NBO Company Shares of Health and Wellness: % Value 2016-2020
Table 8 LBN Brand Shares of Health and Wellness: % Value 2017-2020
Table 9 Distribution of Health and Wellness by Format: % Value 2015-2020
Table 10 Distribution of Health and Wellness by Format and Category: % Value 2020
Table 11 Forecast Sales of Health and Wellness by Type: Value 2020-2025
Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2020-2025
Table 13 Forecast Sales of Health and Wellness by Category: Value 2020-2025
Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2020-2025
Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2020-2025
Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2020-2025
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources
KEY DATA FINDINGS
2020 IMPACT
The category remained resilient to the effects of COVID-19
Players continue to invest in reduced sugar products
Reduced caffeine options boosted by COVID-19 home seclusion
RECOVERY AND OPPORTUNITIES
Category will continue to attract investment as there is still room for growth
Re-launch of Life Tsai set to reinvigorate reduced sugar RTD tea
The 2020 high for reduced caffeine coffee will inevitably be followed by a crash
CATEGORY DATA
Table 17 Sales of BFY Beverages by Category: Value 2015-2020
Table 18 Sales of BFY Beverages by Category: % Value Growth 2015-2020
Table 19 NBO Company Shares of BFY Beverages: % Value 2016-2020
Table 20 LBN Brand Shares of BFY Beverages: % Value 2017-2020
Table 21 Distribution of BFY Beverages by Format: % Value 2015-2020
Table 22 Forecast Sales of BFY Beverages by Category: Value 2020-2025
Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
COVID-19 fails to boost FF fruit/vegetable juice
FF tea gains momentum thanks to investment and new product launches
Home seclusion benefits some products in fortified/functional beverages as others feel the loss of impulse consumption
RECOVERY AND OPPORTUNITIES
FF tea continues to gain momentum as COVID-19 leaves its mark on consumers
Room to grow in FF fruit/vegetable juice as interest in health and wellness grows
Players look to ginger and vitamin C as consumers seek a pick me up
CATEGORY DATA
Table 24 Sales of Fortified/Functional Beverages by Category: Value 2015-2020
Table 25 Sales of Fortified/Functional Beverages by Category: % Value Growth 2015-2020
Table 26 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2015-2020
Table 27 Key Functional Ingredients in Fortified/Functional 100% Juice: % Value 2015-2020
Table 28 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2015-2020
Table 29 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2015-2020
Table 30 NBO Company Shares of Fortified/Functional Beverages: % Value 2016-2020
Table 31 LBN Brand Shares of Fortified/Functional Beverages: % Value 2017-2020
Table 32 Distribution of Fortified/Functional Beverages by Format: % Value 2015-2020
Table 33 Forecast Sales of Fortified/Functional Beverages by Category: Value 2020-2025
Table 34 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
NH hot drinks boosted by COVID-19 focus on immunity
Consumers turn to NH flavoured bottled water as a healthy alternative during the national lockdown
NH superfruit juice benefits from investment but is hindered by trend for juicing
RECOVERY AND OPPORTUNITIES
Tea reaps benefits of COVID-19 infection fears in the forecast period
Atlanta SA set to increase its presence in naturally healthy beverages
NH flavoured water attracts investment
CATEGORY DATA
Table 35 Sales of NH Beverages by Category: Value 2015-2020
Table 36 Sales of NH Beverages by Category: % Value Growth 2015-2020
Table 37 NBO Company Shares of NH Beverages: % Value 2016-2020
Table 38 LBN Brand Shares of NH Beverages: % Value 2017-2020
Table 39 Distribution of NH Beverages by Format: % Value 2015-2020
Table 40 Forecast Sales of NH Beverages by Category: Value 2020-2025
Table 41 Forecast Sales of NH Beverages by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Consumers reluctant to go organic as they hit hard times during the COVID-19 crisis
Organic tea leads category as consumers learn about the health benefits
Demand for organic fruit/vegetable juice increases as consumers look for added nutritional value
RECOVERY AND OPPORTUNITIES
Steady growth on the horizon for organic beverages as consumers tighten their purse strings
Organic tea to retain leading share of organic beverages
Limited growth may put off investors although millennials offer hope of recovery
CATEGORY DATA
Table 42 Sales of Organic Beverages by Category: Value 2015-2020
Table 43 Sales of Organic Beverages by Category: % Value Growth 2015-2020
Table 44 NBO Company Shares of Organic Beverages: % Value 2016-2020
Table 45 LBN Brand Shares of Organic Beverages: % Value 2017-2020
Table 46 Distribution of Organic Beverages by Format: % Value 2015-2020
Table 47 Forecast Sales of Organic Beverages by Category: Value 2020-2025
Table 48 Forecast Sales of Organic Beverages by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
The COVID-19 health crisis spurs demand for better for you packaged food
Carob becomes a key ingredient in product development
Despite losing leadership, Delta remains strong with new product launches
RECOVERY AND OPPORTUNITIES
Greeks go natural as consumers opt for healthier options with naturally healthy ingredients
The low calorie trend finds its moment as consumers focus on their diets
Low calorie meals to grow as young consumers count the calories
CATEGORY DATA
Table 49 Sales of BFY Packaged Food by Category: Value 2015-2020
Table 50 Sales of BFY Packaged Food by Category: % Value Growth 2015-2020
Table 51 NBO Company Shares of BFY Packaged Food: % Value 2016-2020
Table 52 LBN Brand Shares of BFY Packaged Food: % Value 2017-2020
Table 53 Distribution of BFY Packaged Food by Format: % Value 2015-2020
Table 54 Forecast Sales of BFY Packaged Food by Category: Value 2020-2025
Table 55 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Category fuelled by gluten free trend as Mega Yeeros enters the category
Hellenic Dairies SA launches Greece's first Greek yoghurt made from almond milk
Cooking sauces enter the mix as consumers look for convenient meal options
RECOVERY AND OPPORTUNITIES
Concern for oral hygiene spurs sales of gum
Demand for plant-based dairy products to grow in the forecast period
Health and wellness stimulates growth in free from
CATEGORY DATA
Table 56 Sales of Free From by Category: Value 2015-2020
Table 57 Sales of Free From by Category: % Value Growth 2015-2020
Table 58 NBO Company Shares of Free From: % Value 2016-2020
Table 59 LBN Brand Shares of Free From: % Value 2017-2020
Table 60 Distribution of Free From by Format: % Value 2015-2020
Table 61 Forecast Sales of Free From by Category: Value 2020-2025
Table 62 Forecast Sales of Free From by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Product development in naturally healthy packaged food centres on local Chios Mastic
Greece benefits from wealth of unique naturally healthy ingredients which are key to product development
New bread products emerge as consumers look for healthy alternatives
RECOVERY AND OPPORTUNITIES
Younger consumers eschew bread as healthy eating trends take root
Superfoods record super trajectory as consumers buy into health and wellness trends
Products containing cereals appeal to a healthier nutritional model
CATEGORY DATA
Table 63 Sales of NH Packaged Food by Category: Value 2015-2020
Table 64 Sales of NH Packaged Food by Category: % Value Growth 2015-2020
Table 65 NBO Company Shares of NH Packaged Food: % Value 2016-2020
Table 66 LBN Brand Shares of NH Packaged Food: % Value 2017-2020
Table 67 Distribution of NH Packaged Food by Format: % Value 2015-2020
Table 68 Forecast Sales of NH Packaged Food by Category: Value 2020-2025
Table 69 Forecast Sales of NH Packaged Food by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Nestlé adds to its portfolio as organic baby food trend continues
Organic trend spurs innovation in chocolate confectionery
Delta enters the category with a new bio yoghurt product
RECOVERY AND OPPORTUNITIES
Organic honey on the rise as COVID-19 spurs uptick in honey sales
Vegan trend stimulates interest in organic vegetable proteins
New entrants to adapt their existing ranges to appeal to organic trend
CATEGORY DATA
Table 70 Sales of Organic Packaged Food by Category: Value 2015-2020
Table 71 Sales of Organic Packaged Food by Category: % Value Growth 2016-2020
Table 72 NBO Company Shares of Organic Packaged Food: % Value 2016-2020
Table 73 LBN Brand Shares of Organic Packaged Food: % Value 2017-2020
Table 74 Distribution of Organic Packaged Food by Format: % Value 2015-2020
Table 75 Forecast Sales of Organic Packaged Food by Category: Value 2020-2025
Table 76 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Kefir gains ground in Greece as players launch range of flavours
Halls appeals to modern tastes by introducing popular soft drinks flavours
Kri Kri SA expands range to meet nutritional needs of the whole family
RECOVERY AND OPPORTUNITIES
Demand for black rice looks set to grow
Peanut butter will be a key component in FF breakfast cereals
Fibre and protein dominate fortified/functional packaged food as cannabidiol products emerges
CATEGORY DATA
Table 77 Sales of Fortified/Functional Packaged Food by Category: Value 2015-2020
Table 78 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2015-2020
Table 79 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2015-2020
Table 80 Key Functional Ingredients in Fortified/Functional Bread: % Value 2015-2020
Table 81 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2015-2020
Table 82 Key Functional Ingredients in Fortified/Functional Milk: % Value 2015-2020
Table 83 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2015-2020
Table 84 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2016-2020
Table 85 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2017-2020
Table 86 LBN Brand Shares of Fortified/Functional Bread: % Value 2017-2020
Table 87 Distribution of Fortified/Functional Packaged Food by Format: % Value 2015-2020
Table 88 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2020-2025
Table 89 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2020-2025