Table of Contents
Packaged Food in Greece - Industry Overview
EXECUTIVE SUMMARY
Discounts have negative impact on value sales
Recession takes toll even in packaged food market
Artisanal products continue to lead
Discounters see best performance in 2011
Forecast remains pessimistic
KEY TRENDS AND DEVELOPMENTS
Turbulent economic conditions hinder growth
Cocooning: trend triggers new consumption patterns
Cooking shows affect consumer behaviour
Significant changes take place in competitive landscape
Changes in the retail environment affect consumption patterns
FOODSERVICE – KEY TRENDS AND DEVELOPMENTS
Headlines
Trends
Competitive Landscape
Prospects
Category Data
IMPULSE AND INDULGENCE PRODUCTS – KEY TRENDS AND DEVELOPMENTS
Headlines
Trends
Competitive Landscape
Prospects
Category Data
NUTRITION/STAPLES – KEY TRENDS AND DEVELOPMENTS
Headlines
Trends
Competitive Landscape
Prospects
Category Data
MEAL SOLUTIONS – KEY TRENDS AND DEVELOPMENTS
Headlines
Trends
Competitive Landscape
Prospects
Category Data
MARKET DATA
Table 35 Sales of Packaged Food by Category: Volume 2006-2011
Table 36 Sales of Packaged Food by Category: Value 2006-2011
Table 37 Sales of Packaged Food by Category: % Volume Growth 2006-2011
Table 38 Sales of Packaged Food by Category: % Value Growth 2006-2011
Table 39 GBO Shares of Packaged Food 2006-2010
Table 40 NBO Shares of Packaged Food 2006-2010
Table 41 NBO Brand Shares of Packaged Food 2007-2010
Table 42 Penetration of Private Label by Category 2006-2011
Table 43 Sales of Packaged Food by Distribution Format: % Analysis 2006-2011
Table 44 Sales of Packaged Food by Category and Distribution Format: % Analysis 2011
Table 45 Forecast Sales of Packaged Food by Category: Volume 2011-2016
Table 46 Forecast Sales of Packaged Food by Category: Value 2011-2016
Table 47 Forecast Sales of Packaged Food by Category: % Volume Growth 2011-2016
Table 48 Forecast Sales of Packaged Food by Category: % Value Growth 2011-2016
Sources
Summary 1 Research Sources
Packaged Food in Greece - Company Profiles
Agno Dairy Industry Cooperative in Packaged Food (Greece)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Summary 3 Agno Dairy Industry Cooperative: Production Sites 2010
COMPETITIVE POSITIONING
Summary 4 Agno Dairy Industry Cooperative: Competitive Position 2010
Atlanta SA in Packaged Food (Greece)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Creta Farm SA in Packaged Food (Greece)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Summary 9 Creta Farm SA: Production Sites 2010
COMPETITIVE POSITIONING
Elgeka SA in Packaged Food (Greece)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Evga SA in Packaged Food (Greece)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Evga SA: Competitive Position 2010
Fage SA in Packaged Food (Greece)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 15 Fage SA: Competitive Position 2010
Ion Cocoa & Chocolate Manufacturers SA in Packaged Food (Greece)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Summary 18 Ion Cocoa & Chocolate Manufacturers SA: Production Sites 2010
COMPETITIVE POSITIONING
Summary 19 Ion Cocoa & Chocolate Manufacturers SA: Competitive Position 2010
Kallimanis SA, G in Packaged Food (Greece)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Summary 21 G Kallimanis SA: Production Statistics 2009
COMPETITIVE POSITIONING
Summary 22 G Kallimanis SA: Competitive Position 2010
Kikizas Melissa SA, A in Packaged Food (Greece)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Summary 25 A Kikizas Melissa SA: Production Sites 2010
COMPETITIVE POSITIONING
Olympos Dairy Co Larisis SA in Packaged Food (Greece)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Summary 28 Olympos Dairy Co Larisis SA: Production Sites 2010
COMPETITIVE POSITIONING
Summary 29 Olympos Dairy Co Larisis SA: Competitive Position 2010
Baby Food in Greece - Category Analysis
HEADLINES
TRENDS
Following a decline in birth rates and a simultaneous rise in the period of breastfeeding, baby food is facing a decline in volume sales. More specifically, the period of breastfeeding increased from 3.9 months in 2009 to 4.2 months in 2010, which contributed to postponing the usage of baby food for a third of a month. Value growth is expected to be considerably lower than the review period average with sales displaying a marginal increase, compared to an average 4% over the review period. Discounting contributes to the bad performance of value sales as manufacturers are more concerned with maintaining volume.
COMPETITIVE LANDSCAPE
Having Milupa and Nutricia in its portfolio, Numil Hellas, subsidiary of Groupe Danone, was the biggest player in baby food with 31% value share in 2010. The share of Numil decreased slightly in comparison to 2009, given the better performance Friesland Hellas within the key milk formula category.
PROSPECTS
Despite some manufacturers heavily investing in organic baby food, organic and bio products are not expected to be key in terms of value sales simply because most consumers cannot afford to pay their premium prices in context of the current recession. The phenomenon of the promotion-driven consumer will on the other hand spread over the forecast period in baby food, with consumers shopping based on price rather than brand name.
CATEGORY DATA
Table 49 Sales of Baby Food by Category: Volume 2006-2011
Table 50 Sales of Baby Food by Category: Value 2006-2011
Table 51 Sales of Baby Food by Category: % Volume Growth 2006-2011
Table 52 Sales of Baby Food by Category: % Value Growth 2006-2011
Table 53 Soy-based Vs Dairy-based Special Baby Milk Formula % Breakdown 2010
Table 54 Baby Food Company Shares 2006-2010
Table 55 Baby Food Brand Shares 2007-2010
Table 56 Sales of Baby Food by Distribution Format: % Analysis 2006-2011
Table 57 Forecast Sales of Baby Food by Category: Volume 2011-2016
Table 58 Forecast Sales of Baby Food by Category: Value 2011-2016
Table 59 Forecast Sales of Baby Food by Category: % Volume Growth 2011-2016
Table 60 Forecast Sales of Baby Food by Category: % Value Growth 2011-2016
Baked Goods in Greece - Category Analysis
HEADLINES
TRENDS
With most products in baked goods having commodity status, retail volume sales were not affected to a great extent by the economic downturn thus retail volume growth in 2011 is expected to be similar to growth in 2010 and to the retail volume CAGR over the review period. However, current retail value growth is expected to be negligibly negative in 2011 due to the increasing penetration of private label products and the impact of discounters on retail distribution. Also, manufacturers are reluctant to increase their pricing for fear of losing retail value share therefore extensive discounts have been offered by the majority of players in baked goods.
COMPETITIVE LANDSCAPE
Chipita SA garnered the leading position in baked goods in 2010 with a retail value share of 4%. The company is present in cakes and pastries with its 7 Day brand while its Molto brand is the leading brand in pastries. The company is also present in bread substitutes with its Bake Bars and Bake Rolls brands. However, Artisanal continued to account for by far the largest retail value share, of 78%, of baked goods in 2010. Artisanal products are widely available through bakeries, pastries specialists and patisseries and they are perceived among consumers as being superior in quality to packaged/industrial products.
PROSPECTS
Baked goods is expected to remain one of the largest categories of bakery in Greece over the forecast period in terms of retail volume sales, as bread is a staple product in Greece and products in bread are expected to continue to be purchased by Greek consumers regardless of the economic situation in the country. Baked goods is expected to grow by a retail volume CAGR of 1% over the forecast period while constant retail value growth is expected to be at a CAGR of -1% as consumers continue to seek value for money products in the short term.
CATEGORY DATA
Table 61 Sales of Baked Goods by Category: Volume 2006-2011
Table 62 Sales of Baked Goods by Category: Value 2006-2011
Table 63 Sales of Baked Goods by Category: % Volume Growth 2006-2011
Table 64 Sales of Baked Goods by Category: % Value Growth 2006-2011
Table 65 Packaged/Industrial Bread by Type: % Value Breakdown 2006-2011
Table 66 Packaged/Industrial Cakes: Single Portion vs Multi-pack % Breakdown by Type 2006-2011
Table 67 Baked Goods Company Shares 2006-2010
Table 68 Baked Goods Brand Shares 2007-2010
Table 69 Sales of Baked Goods by Distribution Format: % Analysis 2006-2011
Table 70 Forecast Sales of Baked Goods by Category: Volume 2011-2016
Table 71 Forecast Sales of Baked Goods by Category: Value 2011-2016
Table 72 Forecast Sales of Baked Goods by Category: % Volume Growth 2011-2016
Table 73 Forecast Sales of Baked Goods by Category: % Value Growth 2011-2016
Biscuits in Greece - Category Analysis
HEADLINES
TRENDS
In response to the economic environment at the end of the review period, Greek consumers started to reduce their spending and purchasing and to cut back wherever they could. This impacted demand for biscuits as these products do not have commodity status.
COMPETITIVE LANDSCAPE
EJ Papadopoulos SA continued to lead in biscuits, with a retail value share of 45%, in 2010. The company not only has a dynamic presence in all categories of biscuits with its varied product portfolio but it also benefits from strong brand loyalty. Through extensive discounting activity the company achieved a marginal increase in its retail market share in 2010 despite the migration among consumers to private label products.
PROSPECTS
Biscuits is not expected to show signs of recovery in the short term, unless a rise in disposable incomes occurs which encourages Greeks to start spending again. However, this is not expected in the short term. On the contrary, the level of disposable income of consumers is expected to decrease further as the government struggles to pay the country’s debt, which means that all products with lack of commodity status are expected to witness a further slowdown in demand.
CATEGORY DATA
Table 74 Sales of Biscuits by Category: Volume 2006-2011
Table 75 Sales of Biscuits by Category: Value 2006-2011
Table 76 Sales of Biscuits by Category: % Volume Growth 2006-2011
Table 77 Sales of Biscuits by Category: % Value Growth 2006-2011
Table 78 Biscuits Company Shares 2006-2010
Table 79 Biscuits Brand Shares 2007-2010
Table 80 Sales of Biscuits by Distribution Format: % Analysis 2006-2011
Table 81 Forecast Sales of Biscuits by Category: Volume 2011-2016
Table 82 Forecast Sales of Biscuits by Category: Value 2011-2016
Table 83 Forecast Sales of Biscuits by Category: % Volume Growth 2011-2016
Table 84 Forecast Sales of Biscuits by Category: % Value Growth 2011-2016
Breakfast Cereals in Greece - Category Analysis
HEADLINES
TRENDS
Given that breakfast is not treated as a meal in Greece, with very few Greeks having breakfast in the morning, the category of breakfast cereals has suffered in line with the worsening effects of the economic recession. Nevertheless, despite a slowdown, the trend of health and wellness remained the key driver of retail volume sales at the end of the review period with female consumers developing into a key target consumer base.
COMPETITIVE LANDSCAPE
Nestlé Hellas SA remained the leading player in breakfast cereals in Greece in 2010, accounting for a retail value share of 42% due to the popularity of its portfolio of brands in particular Fitness. This brand remained the leading brand in breakfast cereals in 2010 with a retail value share of 26%. It continued to perform well despite the overall slowdown in demand for breakfast cereals as it benefits from strong consumer loyalty among female consumers due to its body shape management positioning.
PROSPECTS
Health and wellness and shape management are expected to remain the key factors driving demand for products in breakfast cereals over the forecast period. The best performing categories are expected to be muesli and hot cereals and products that help with shape management such as Kellogg’s Special K and Fitness are expected to perform well. Health-conscious consumers are expected to remain the main target consumer base.
CATEGORY DATA
Table 85 Sales of Breakfast Cereals by Category: Volume 2006-2011
Table 86 Sales of Breakfast Cereals by Category: Value 2006-2011
Table 87 Sales of Breakfast Cereals by Category: % Volume Growth 2006-2011
Table 88 Sales of Breakfast Cereals by Category: % Value Growth 2006-2011
Table 89 Breakfast Cereals Company Shares 2006-2010
Table 90 Breakfast Cereals Brand Shares 2007-2010
Table 91 Sales of Breakfast Cereals by Distribution Format: % Analysis 2006-2011
Table 92 Forecast Sales of Breakfast Cereals by Category: Volume 2011-2016
Table 93 Forecast Sales of Breakfast Cereals by Category: Value 2011-2016
Table 94 Forecast Sales of Breakfast Cereals by Category: % Volume Growth 2011-2016
Table 95 Forecast Sales of Breakfast Cereals by Category: % Value Growth 2011-2016
Canned/Preserved Food in Greece - Category Analysis
HEADLINES
TRENDS
While the economic recession in Greece has prompted consumers to stay in, cook and dine at home, this has not translated into increased demand for products in the majority of categories of canned/preserved food. While consumers appreciate products with a long shelf life, many categories of canned/preserved food are expected to suffer a slowdown in retail value and retail volume growth in 2011 as consumers do not consider these products as essential.
COMPETITIVE LANDSCAPE
The leading player in canned/preserved food remained Bolton Hellas SA in 2010 with a retail value share of 11% with the Rio Mare brand. The company has placed great emphasis on identification and promotion of this brand as a result of which it is a highly recognised brand in Greece. The brand is present in canned/preserved fish/seafood and canned/preserved ready meals with fish-based dishes. Even though it has upper mass to premium positioning, the brand benefits from strong demand as a result of its well-established name and product quality.
PROSPECTS
Despite the economic conditions in Greece, premiumisation has become a growing trend in canned/preserved food with regard to both branded and private label products and this is expected to continue to be a key trend over the forecast period. Both new and existing players are expected to upgrade their product packaging and product quality, expand their product range and make efforts to improve the image of their products over the forecast period in order to attract the attention of consumers. This rising trend comes as a response to the negative perception among consumers that products in canned/preserved food are of low quality and also in response to growing demand for “gourmet” food products with long shelf life.
CATEGORY DATA
Table 96 Sales of Canned/Preserved Food by Category: Volume 2006-2011
Table 97 Sales of Canned/Preserved Food by Category: Value 2006-2011
Table 98 Sales of Canned/Preserved Food by Category: % Volume Growth 2006-2011
Table 99 Sales of Canned/Preserved Food by Category: % Value Growth 2006-2011
Table 100 Canned/Preserved Food Company Shares 2006-2010
Table 101 Canned/Preserved Food Brand Shares 2007-2010
Table 102 Sales of Canned/Preserved Food by Distribution Format: % Analysis 2006-2011
Table 103 Forecast Sales of Canned/Preserved Food by Category: Volume 2011-2016
Table 104 Forecast Sales of Canned/Preserved Food by Category: Value 2011-2016
Table 105 Forecast Sales of Canned/Preserved Food by Category: % Volume Growth 2011-2016
Table 106 Forecast Sales of Canned/Preserved Food by Category: % Value Growth 2011-2016
Cheese in Greece - Category Analysis
HEADLINES
TRENDS
Consumers show increasing interest in low fat cheese variants. Nounou and Dirollo are the best performing brands within light cheese. Since 2010, even private label products are starting to enter the lucrative area of light cheese.
COMPETITIVE LANDSCAPE
Mevgal Macedonian Milk Industry SA is the leading player in cheese with 14% value share in 2010. Mevgal has a strong presence in both soft and hard cheese and enjoys a strong brand name and wide distribution. Along with feta, which accounts for the bulk of the company’s cheese sales, the company’s portfolio includes anthotyro, manouri and other local cheese types. Mevgal is amongst the few players that continues to have a strong presence in terms of advertising, which contributes to maintaining consumer loyalty and recognition.
PROSPECTS
Local cheese types will continue to account for the bulk of sales. The back-to-roots trend is expected to continue driving demand for cheese. Feta will remain the most popular cheese type, whilst the penetration of other types like kefalotyri, graviera or manouri will continue to be on the rise.
CATEGORY DATA
Table 107 Sales of Cheese by Category: Volume 2006-2011
Table 108 Sales of Cheese by Category: Value 2006-2011
Table 109 Sales of Cheese by Category: % Volume Growth 2006-2011
Table 110 Sales of Cheese by Category: % Value Growth 2006-2011
Table 111 Spreadable Processed Cheese by Type: % Value Breakdown 2006-2011
Table 112 Unprocessed Cheese by Type: % Value Breakdown 2009-2010
Table 113 Cheese Company Shares 2006-2010
Table 114 Cheese Brand Shares 2007-2010
Table 115 Sales of Cheese by Distribution Format: % Analysis 2006-2011
Table 116 Forecast Sales of Cheese by Category: Volume 2011-2016
Table 117 Forecast Sales of Cheese by Category: Value 2011-2016
Table 118 Forecast Sales of Cheese by Category: % Volume Growth 2011-2016
Table 119 Forecast Sales of Cheese by Category: % Value Growth 2011-2016
Chilled Processed Food in Greece - Category Analysis
HEADLINES
TRENDS
Towards the end of the review period, there was a trend among consumers of favouring packaged products in chilled processed food over their fresh/unpackaged product equivalents and this is expected to continue in 2011, as consumers perceive packaged products to be safer and fresher than unpackaged products as they undergo quality controls and inspections.
COMPETITIVE LANDSCAPE
Ifantis SA, Creta Farm SA and Nikas SA were the leading players in chilled processed food in 2010 with retail value shares of 15%, 12% and 7% respectively. Competition among these three companies was particularly fierce over the review period, peaking in late 2010 with an immense price war. Nevertheless, the retail value share of leading company Ifantis SA increased continuously over the review period due to the company’s early positioning in chilled processed food and a high level of advertising and promotion. Over 2009 and 2010, it ran a very successful TV advertising campaign for its Ifantis Parizaki, which also helped to drive growth in its retail value share.
PROSPECTS
Food safety is expected to be of major importance in chilled processed food over the forecast period especially in chilled processed meat and chilled fish/seafood. Manufacturers are expected to continue to place emphasis on their packaging in this respect and demand for packaged products (those in chilled processed food) is expected to be stronger than for fresh/unpackaged products. The health and wellness trend is also expected to continue to be a key trend in chilled processed food, determining new product development in various categories such as chilled processed meat and generating demand for products in other categories such as prepared salads.
CATEGORY DATA
Table 120 Sales of Chilled Processed Food by Category: Volume 2006-2011
Table 121 Sales of Chilled Processed Food by Category: Value 2006-2011
Table 122 Sales of Chilled Processed Food by Category: % Volume Growth 2006-2011
Table 123 Sales of Chilled Processed Food by Category: % Value Growth 2006-2011
Table 124 Chilled Processed Meat by Type: % Value Breakdown 2006-2011
Table 125 Chilled Processed Meat: % Share of Chilled Meat Substitute 2006-2011
Table 126 Chilled Processed Food Company Shares 2006-2010
Table 127 Chilled Processed Food Brand Shares 2007-2010
Table 128 Sales of Chilled Processed Food by Distribution Format: % Analysis 2006-2011
Table 129 Forecast Sales of Chilled Processed Food by Category: Volume 2011-2016
Table 130 Forecast Sales of Chilled Processed Food by Category: Value 2011-2016
Table 131 Forecast Sales of Chilled Processed Food by Category: % Volume Growth 2011-2016
Table 132 Forecast Sales of Chilled Processed Food by Category: % Value Growth 2011-2016
Chocolate Confectionery in Greece - Category Analysis
HEADLINES
TRENDS
A key trend in chocolate confectionery towards the end of the review period was demand among consumers for products that are suitable for sharing as a result of which mini-fun size products increased in popularity. For example, in tablets and countlines, mini-fun size products proved very popular, especially among mothers who place them in their children’s lunch boxes. Many consumers have also begun to opt for mini-fun size variants of their favourite products as a result of increased health awareness and the need for portion control.
COMPETITIVE LANDSCAPE
Kraft Foods Hellas SA was the leading player in chocolate confectionery in 2010, accounting for a retail value share of 27% due to its wide range of products and in particular the strong popularity of its leading brands Lacta Greece and Pavlides. Pavlides is the leading brand of filled tablets. The company also registered an increase in its retail value share in 2010 owing to the impressive performance of its Lacta Greece and Pavlides brands and in particular its Milka brand. In addition, it changed the packaging of its Lacta Greece and Pavlides brands in the last quarter of 2010. The new packaging is resealable, which enables better storage of the product after it is opened.
PROSPECTS
Demand for value for money products is expected to remain a key driver of growth in chocolate confectionery over the forecast period. Consumers are expected to remain cautious with regard to purchases as their level of disposable income is not expected to recover dramatically in the short term. In this context, products sold on promotion or which combine quality with low pricing are expected to benefit the most. In line with growing demand for products that offer value for money, one of the best performing brands over the forecast period is expected to be Sokofreta from Ion Cocoa & Chocolate Manufacturers SA. Products under this brand are sold at very low prices and the brand benefits from strong consumer loyalty as well as widespread distribution.
CATEGORY DATA
Table 133 Sales of Chocolate Confectionery by Category: Volume 2006-2011
Table 134 Sales of Chocolate Confectionery by Category: Value 2006-2011
Table 135 Sales of Chocolate Confectionery by Category: % Volume Growth 2006-2011
Table 136 Sales of Chocolate Confectionery by Category: % Value Growth 2006-2011
Table 137 Chocolate Tablets by Type: % Value Breakdown 2006-2011
Table 138 Chocolate Confectionery Company Shares 2006-2010
Table 139 Chocolate Confectionery Brand Shares 2007-2010
Table 140 Sales of Chocolate Confectionery by Distribution Format: % Analysis 2006-2011
Table 141 Forecast Sales of Chocolate Confectionery by Category: Volume 2011-2016
Table 142 Forecast Sales of Chocolate Confectionery by Category: Value 2011-2016
Table 143 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2011-2016
Table 144 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2011-2016
Dried Processed Food in Greece - Category Analysis
HEADLINES
TRENDS
There was a visible trend in dried processed food at the end of the review period of a shift among consumers away from foodservice and an increasing need to save money by staying in, cooking and dining at home. In addition, consumers traded down to more affordable products by opting for private label products or products that were on promotion. Also, many consumers opted for more affordable ingredients as a base for their meals, for example choosing to cook beans instead of meat and avoiding distribution channels in which products are traditionally more expensive such as independent small grocers. Therefore, Greek consumers were much more price-driven with regard to their purchasing decisions in dried processed food at the end of the review period.
COMPETITIVE LANDSCAPE
Misko SA continued to lead in dried processed food in 2010, accounting for a 30% retail value share, followed by A Kikizas Melissa SA with a share of 23%. The leadership of these two companies is attributable to their dynamic presence in dried pasta which is the largest category of dried processed food. Misko SA is also the leading player in dried pasta and over 2009 and 2010 it continued to invest in premium brand Barilla by further expanding its product range with new varieties of pasta and also renewing the packaging of these products. In addition, it supported the brand with in-store promotions and “buy-two-get-one-free” offers.
PROSPECTS
With products in dried processed food being affordable and convenient alternatives to products in foodservice and with expanding product variety as well as a widening price and quality spectrum, the category is expected to register stable retail volume growth over the forecast period. However, constant retail value growth is expected to be -4% over the forecast period as there is expected to be a further increase in promotions and the development of private label products due to desire among consumers to save money.
CATEGORY DATA
Table 145 Sales of Dried Processed Food by Category: Volume 2006-2011
Table 146 Sales of Dried Processed Food by Category: Value 2006-2011
Table 147 Sales of Dried Processed Food by Category: % Volume Growth 2006-2011
Table 148 Sales of Dried Processed Food by Category: % Value Growth 2006-2011
Table 149 Dried Processed Food Company Shares 2006-2010
Table 150 Dried Processed Food Brand Shares 2007-2010
Table 151 Sales of Dried Processed Food by Distribution Format: % Analysis 2006-2011
Table 152 Forecast Sales of Dried Processed Food by Category: Volume 2011-2016
Table 153 Forecast Sales of Dried Processed Food by Category: Value 2011-2016
Table 154 Forecast Sales of Dried Processed Food by Category: % Volume Growth 2011-2016
Table 155 Forecast Sales of Dried Processed Food by Category: % Value Growth 2011-2016
Drinking Milk Products in Greece - Category Analysis
HEADLINES
TRENDS
Functional milk was a key trend over the review period and functional milk continues to perform well regardless of the economic downturn. Nounou Calci Plus and Delta Daily are the key brands in this segment, with Nounou Calci Plus leading sales. Friesland was the first player in Greece to enter the functional milk. Nounou Calci Plus was launched in 2000, whereas Delta Daily followed in 2005. In 2001 Fage also launched two functional ranges of its Farma brand, one with iron and one with 40% more calcium, yet Farma Plus remains a small brand in milk with limited distribution.
COMPETITIVE LANDSCAPE
Concentration is a key characteristic of the Greek dairy industry in general. Delta Foods SA, formerly Vivartia, was for one more year the leader in drinking milk products in 2010 with its value share standing at 30% within milk, the largest category. Although the company lost marginal share in 2010, in fierce competition with other players, it maintained leadership thanks to having established brand names in its portfolio, namely Delta and Mmmilk.
PROSPECTS
Polarisation will be a key trend in drinking milk products over the forecast period. With consumers seeing their disposable incomes shrinking, the vast majority of Greeks will be more price driven over the early forecast period, opting for products sold with a discount, regardless of the brand or even private label. At the same time, a niche of affluent consumers will remain loyal to premium brands or functional products, convinced about their superior quality. Within the premium segment, Olympos is undoubtedly the best-selling brand, having established a very loyal consumer base, determined not to trade down.
CATEGORY DATA
Table 156 Sales of Drinking Milk Products by Category: Volume 2006-2011
Table 157 Sales of Drinking Milk Products by Category: Value 2006-2011
Table 158 Sales of Drinking Milk Products by Category: % Volume Growth 2006-2011
Table 159 Sales of Drinking Milk Products by Category: % Value Growth 2006-2011
Table 160 Chilled Vs Ambient Flavoured Milk Drinks: % Volume Analysis 2007-2010
Table 161 Milk by Type: % Value Breakdown 2007-2010
Table 162 Drinking Milk Products Company Shares 2006-2010
Table 163 Drinking Milk Products Brand Shares 2007-2010
Table 164 Sales of Drinking Milk Products by Distribution Format: % Analysis 2006-2011
Table 165 Forecast Sales of Drinking Milk Products Products by Category: Volume 2011-2016
Table 166 Forecast Sales of Drinking Milk Products Products by Category: Value 2011-2016
Table 167 Forecast Sales of Drinking Milk Products Products by Category: % Volume Growth 2011-2016
Table 168 Forecast Sales of Drinking Milk Products Products by Category: % Value Growth 2011-2016
Frozen Processed Food in Greece - Category Analysis
HEADLINES
TRENDS
Demand for frozen processed food together with consumer attitudes has been affected by the economic crisis in 2011. Greek consumers have become much more price motivated and promotion driven. In addition, due to the trend of health and wellness consumers continued to look for products with health and wellness benefits in frozen processed food. Furthermore, demand for domestic products and brands also increased towards the end of the review period as consumers opted to support domestic products.
COMPETITIVE LANDSCAPE
Towards the end of the review period Vivartia SA was taken over by Barba Stathis SA, as a result of which the latter company became the leading company in frozen processed food in 2010 with a retail value share of 34%. The company is present in the largest categories of frozen processed food such as frozen bakery, frozen processed vegetables, frozen processed potatoes and frozen ready meals, with its brands Uncle Stathis and Chrisi Zimi brands being highly popular. Being among the largest food manufacturers in Greece, Barba Stathis SA invests heavily in advertising, new product development and product promotion.
PROSPECTS
There was a growing trend among Greek consumers and manufacturers of supporting Greek products at the end of the review period, which evolved as a result of the recession in Greece. This trend was visible in frozen processed food and it is expected to continue to develop over the forecast period.
CATEGORY DATA
Table 169 Sales of Frozen Processed Food by Category: Volume 2006-2011
Table 170 Sales of Frozen Processed Food by Category: Value 2006-2011
Table 171 Sales of Frozen Processed Food by Category: % Volume Growth 2006-2011
Table 172 Sales of Frozen Processed Food by Category: % Value Growth 2006-2011
Table 173 Frozen Processed Fish/Seafood by Type: % Value Breakdown 2006-2011
Table 174 Frozen Processed Poultry by Type: % Value Breakdown 2006-2011
Table 175 Frozen Processed Red Meat by Type: % Value Breakdown 2006-2011
Table 176 Frozen Processed Vegetables by Type: % Value Breakdown 2006-2011
Table 177 Frozen Processed Food Company Shares 2006-2010
Table 178 Frozen Processed Food Brand Shares 2007-2010
Table 179 Sales of Frozen Processed Food by Distribution Format: % Analysis 2006-2011
Table 180 Forecast Sales of Frozen Processed Food by Category: Volume 2011-2016
Table 181 Forecast Sales of Frozen Processed Food by Category: Value 2011-2016
Table 182 Forecast Sales of Frozen Processed Food by Category: % Volume Growth 2011-2016
Table 183 Forecast Sales of Frozen Processed Food by Category: % Value Growth 2011-2016
Gum in Greece - Category Analysis
HEADLINES
TRENDS
Numerous new product launches continued to take place in gum over the second half of the review period as manufacturers consider innovation as essential in maintaining consumer demand. However, despite the numerous new product launches in 2010 and at the beginning of 2011, the recession took its toll on gum. With products in this category not having commodity status there was a significant decrease in demand for gum at the end of the review period.
COMPETITIVE LANDSCAPE
Cadbury Hellas SA remained by far the leading player in gum in 2010, accounting for a retail value share of 59%. Its Trident brand remained the leading brand in gum in 2010, with a retail value share of 46% of gum and of 48% of chewing gum. Due to the impressive performance of its Trident Senses product range, the company achieved an increase of two percentage points in its retail value share of gum in 2010.
PROSPECTS
Gum is expected to grow by a retail volume CAGR of -3% over the forecast period and a constant retail value CAGR of -4% due to continued decreases in the level of disposable income of consumers and the continued closure of kiosk outlets as a result of the economic crisis. The Greek economy is not expected to show signs of recovery in the short term thus Greek consumers are expected to change their purchasing behaviour and to only purchase products that they really need.
CATEGORY DATA
Table 184 Sales of Gum by Category: Volume 2006-2011
Table 185 Sales of Gum by Category: Value 2006-2011
Table 186 Sales of Gum by Category: % Volume Growth 2006-2011
Table 187 Sales of Gum by Category: % Value Growth 2006-2011
Table 188 Leading Flavours for Gum 2006-2011
Table 189 Gum Company Shares 2006-2010
Table 190 Gum Brand Shares 2007-2010
Table 191 Sales of Gum by Distribution Format: % Analysis 2006-2011
Table 192 Forecast Sales of Gum by Category: Volume 2011-2016
Table 193 Forecast Sales of Gum by Category: Value 2011-2016
Table 194 Forecast Sales of Gum by Category: % Volume Growth 2011-2016
Table 195 Forecast Sales of Gum by Category: % Value Growth 2011-2016
Ice Cream in Greece - Category Analysis
HEADLINES
TRENDS
The recession is taking its toll in ice cream, as consumers reduce spending on indulgence products. Despite numerous new product launches and high temperatures, ice cream sales are expected to display a decline in both volume and value terms, for both packaged and artisanal products. The decline in tourism as well as the fact that many outlets that serve or sell ice cream are closing within the context of the recession has had a huge impact on sales in both the retail and foodservice channels. Artisanal products perform better than packaged, as consumers still prefer products of superior quality.
COMPETITIVE LANDSCAPE
With 26% share, Nestlé was the category leader in 2010. With a number of strong brands in its portfolio like Boss, which led sales of impulse ice cream with a 12% value share, Magnum with 9% and Nirvana with 9% share within take-home ice cream and 5% share within impulse, the company managed to maintain its high position in the rankings and its value share at the same levels as in 2009.
PROSPECTS
The economic downturn and the declines in disposable incomes will continue to have a strong effect on ice cream sales, as consumers will tighten up their spending on products that are not essential. Manufacturers will target children more than adults, as this consumer base is more loyal to indulgence products.
CATEGORY DATA
Table 196 Sales of Ice Cream by Category: Volume 2006-2011
Table 197 Sales of Ice Cream by Category: Value 2006-2011
Table 198 Sales of Ice Cream by Category: % Volume Growth 2006-2011
Table 199 Sales of Ice Cream by Category: % Value Growth 2006-2011
Table 200 Leading Flavours for Ice Cream 2006-2011
Table 201 Ice Cream Company Shares 2006-2010
Table 202 Ice Cream Brand Shares 2007-2010
Table 203 Impulse Ice Cream Company Shares 2006-2010
Table 204 Impulse Ice Cream Brand Shares 2007-2010
Table 205 Take-home Ice Cream Company Shares 2006-2010
Table 206 Take-home Ice Cream Brand Shares 2007-2010
Table 207 Sales of Ice Cream by Distribution Format: % Analysis 2006-2011
Table 208 Forecast Sales of Ice Cream by Category: Volume 2011-2016
Table 209 Forecast Sales of Ice Cream by Category: Value 2011-2016
Table 210 Forecast Sales of Ice Cream by Category: % Volume Growth 2011-2016
Table 211 Forecast Sales of Ice Cream by Category: % Value Growth 2011-2016
Meal Replacement in Greece - Category Analysis
HEADLINES
TRENDS
Although the trend of health and wellness favours meal replacement, the economic downturn and the fact that products in other categories of packaged food, such as breakfast cereals, are promoted as being suitable replacements to meals has led to a slowdown in demand for products in meal replacement, in particular in meal replacement slimming. With unit prices in meal replacement being relatively high, the economic recession has had a strong effect on demand, prompting consumers to opt for alternative methods of dieting, such as simply reducing the quantity of food they consume.
COMPETITIVE LANDSCAPE
Prevent Hellas SA was the leading player in meal replacement with a retail value share of 44% in 2010. The company offers products under the brand Prevent. It focuses exclusively on products in meal replacement and sports nutrition and its products are available through different channels including internet retailing, gyms and health food shops. Its success within meal replacement lies in providing a full diet programme in cooperation with nutritionists with the programmes being customised to the needs of each consumer.
PROSPECTS
As the economic situation in Greece is not expected to show signs of recovery in the short term, retail volume sales of meal replacement slimming are expected to slow down further over the forecast period. While demand for healthy and slimming products in packaged food will remain strong, the high price of products in meal replacement will act as a barrier to growth. In this context, consumers are more likely to opt for low calorie “light” products in other categories of packaged food in order to lose weight.
CATEGORY DATA
Table 212 Sales of Meal Replacement by Category: Volume 2006-2011
Table 213 Sales of Meal Replacement by Category: Value 2006-2011
Table 214 Sales of Meal Replacement by Category: % Volume Growth 2006-2011
Table 215 Sales of Meal Replacement by Category: % Value Growth 2006-2011
Table 216 Meal Replacement Slimming by Type: % Value Breakdown 2006-2011
Table 217 Meal Replacement Company Shares 2006-2010
Table 218 Meal Replacement Brand Shares 2007-2010
Table 219 Sales of Meal Replacement by Distribution Format: % Analysis 2006-2011
Table 220 Forecast Sales of Meal Replacement by Category: Volume 2011-2016
Table 221 Forecast Sales of Meal Replacement by Category: Value 2011-2016
Table 222 Forecast Sales of Meal Replacement by Category: % Volume Growth 2011-2016
Table 223 Forecast Sales of Meal Replacement by Category: % Value Growth 2011-2016
Noodles in Greece - Category Analysis
HEADLINES
TRENDS
The downturn in the Greek economy has resulted in major cutbacks for the average consumer. Overall spending decreased and, in terms of packaged food, demand shifted towards staples and/or volume-orientated purchases. Noodles is a product that stands out as being an exotic type of food, which is at odds with the recessionary climate and consumers’ need for cheap and familiar tastes. In addition, at €1 per 85g portion, noodles are considered “premium” and expensive items.
COMPETITIVE LANDSCAPE
Blue Dragon by Flavour Factory Ltd continued to lead noodles in 2010 with a value share of 80%, while apart from private label, other companies accounted for just 7% of sales. Flavour Factory is focused on importing and distributing a large variety of ethnic packaged food in Greece, with a strong presence in hypermarkets/supermarkets. Blue Dragon brand has been established as the only well-recognised brand in noodles due to its vast distribution network and dominating presence in the country.
PROSPECTS
Worsening economic conditions in Greece are moving demand away from non-basic types of foods such as noodles, which are still seen as a highly exotic product. This niche has not penetrated far enough into the Greek market to be perceived as part of a contemporary family meal routine, hence sales are destined to suffer with the economy’s downturn.
CATEGORY DATA
Table 224 Sales of Noodles by Category: Volume 2006-2011
Table 225 Sales of Noodles by Category: Value 2006-2011
Table 226 Sales of Noodles by Category: % Volume Growth 2006-2011
Table 227 Sales of Noodles by Category: % Value Growth 2006-2011
Table 228 Leading Instant Noodle Flavours 2006-2011
Table 229 Noodles Company Shares 2006-2010
Table 230 Noodles Brand Shares 2007-2010
Table 231 Sales of Noodles by Distribution Format: % Analysis 2006-2011
Table 232 Forecast Sales of Noodles by Category: Volume 2011-2016
Table 233 Forecast Sales of Noodles by Category: Value 2011-2016
Table 234 Forecast Sales of Noodles by Category: % Volume Growth 2011-2016
Table 235 Forecast Sales of Noodles by Category: % Value Growth 2011-2016
Oils and Fats in Greece - Category Analysis
HEADLINES
TRENDS
The economic downturn has had a minimal effect on sales, as products have a commodity status. However, overall sales are expected to decline as a result of health and wellness trends gradually leading to a reduced consumption of oils and fats. Products like cooking fats or margarine, as well as vegetable and seed oils, are the ones to suffer the most due to their unhealthy profile, whereas on the other hand functional spreadable oils and fats or olive oil perform better. Butter continues to gain ground at the expense of margarine or regular spreadable oils and fats.
COMPETITIVE LANDSCAPE
Elais Unilever Hellas SA continued to lead sales with a 37% value share in 2010, followed by domestic company Minerva SA with 20% share. Both companies have strong brand names in their portfolios which contributed to maintaining their value share despite strong competition with private label.
PROSPECTS
Health and wellness trends will continue to pose an obstacle to growth, as consumers adopting healthier nutritional habits will be reducing consumption of oils and fats. Olive oil will be the best performing type of oil. Nevertheless, these trends will continue to be evident only in urban areas, given that in rural Greece, educational levels are still low and health and wellness has no impact on consumers’ lives.
CATEGORY DATA
Table 236 Sales of Oils and Fats by Category: Volume 2006-2011
Table 237 Sales of Oils and Fats by Category: Value 2006-2011
Table 238 Sales of Oils and Fats by Category: % Volume Growth 2006-2011
Table 239 Sales of Oils and Fats by Category: % Value Growth 2006-2011
Table 240 Vegetable and Seed Oil by Type: % Value Breakdown 2006-2011
Table 241 Oils and Fats Company Shares 2006-2010
Table 242 Oils and Fats Brand Shares 2007-2010
Table 243 Sales of Oils and Fats by Distribution Format: % Analysis 2006-2011
Table 244 Forecast Sales of Oils and Fats by Category: Volume 2011-2016
Table 245 Forecast Sales of Oils and Fats by Category: Value 2011-2016
Table 246 Forecast Sales of Oils and Fats by Category: % Volume Growth 2011-2016
Table 247 Forecast Sales of Oils and Fats by Category: % Value Growth 2011-2016
Other Dairy in Greece - Category Analysis
HEADLINES
TRENDS
The recession has had an impact also in other dairy products. With more products included in this category not having a commodity status, sales are severely affected by the fact that disposable incomes have seen steep declines since the beginning of 2010. Chilled dairy based desserts is the category expected to suffer the most in volume terms, where sales are expected to decline by 13%. Fromage frais and quark on the other hand is expected to be the best performer, yet growing from a very small base.
COMPETITIVE LANDSCAPE
With nearly 48% value share in 2010, Friesland Hellas was the market leader for one more consecutive year. The company witnessed a decline in share in 2010, following the bad performance of condensed/evaporated milk where the company is the market leader. Friesland also led sales of cream with 41% value share, yet its share declined within this category as a result of the increasing penetration or private label.
PROSPECTS
Other dairy products is not expected to show any signs of recovery in the early forecast period. All products included in the category are considered secondary nonessential goods, and therefore until disposable incomes start to increase again it is highly unlikely for such products to see positive growth.
CATEGORY DATA
Table 248 Sales of Other Dairy by Category: Volume 2006-2011
Table 249 Sales of Other Dairy by Category: Value 2006-2011
Table 250 Sales of Other Dairy by Category: % Volume Growth 2006-2011
Table 251 Sales of Other Dairy by Category: % Value Growth 2006-2011
Table 252 Cream by Type: % Value Breakdown 2006-2011
Table 253 Sales of Other Dairy by Distribution Format: % Analysis 2006-2011
Table 254 Forecast Sales of Other Dairy by Category: Volume 2011-2016
Table 255 Forecast Sales of Other Dairy by Category: Value 2011-2016
Table 256 Forecast Sales of Other Dairy by Category: % Volume Growth 2011-2016
Table 257 Forecast Sales of Other Dairy by Category: % Value Growth 2011-2016
Pasta in Greece - Category Analysis
HEADLINES
TRENDS
Pasta is one of the cornerstones of food for Greek households, based on the cost and durability of the product. This is a product which is used extensively, and up until recently there was just one type of pasta (dried) available in the market. There is growing demand for premium types of pasta, including sophisticated pasta varieties such as organic and whole grain, as well as flavoured pasta.
COMPETITIVE LANDSCAPE
Pasta continues to be a highly concentrated market in Greece, with two manufacturers dominating sales; Misko SA with a 44% value share and A Kikizas Melissa SA with a 33% share. Mergers and acquisitions have been successful tactics for both leaders in Greek pasta, together with a portfolio of brands of great historic value and with strong marketing. Both companies’ brands are supported by massive advertising investment, dynamism in creating and responding to new trends, and innovation.
PROSPECTS
Being cheap and easy to cook, with vast product variety and an expanding price and quality spectrum, pasta is destined to see stable demand over the forecast period 2011-2016. The increase already seen in premium and health and wellness products is expected to continue during this period, due to the expanding demand for quality and novelty. Whole grain and organic products are expected to see their demand ranges stabilise while innovative traditional and flavoured pasta are foreseen to expand. This trend will also benefit niche, local brands, and products distinguished by their natural image and their place of origin. In addition, the trend towards premiumisation is generally a good supporter of variety; hence it is also expected to benefit the development of new, innovative formats.
CATEGORY DATA
Table 258 Sales of Pasta by Category: Volume 2006-2011
Table 259 Sales of Pasta by Category: Value 2006-2011
Table 260 Sales of Pasta by Category: % Volume Growth 2006-2011
Table 261 Sales of Pasta by Category: % Value Growth 2006-2011
Table 262 Pasta Company Shares 2006-2010
Table 263 Pasta Brand Shares 2007-2010
Table 264 Sales of Pasta by Distribution Format: % Analysis 2006-2011
Table 265 Forecast Sales of Pasta by Category: Volume 2011-2016
Table 266 Forecast Sales of Pasta by Category: Value 2011-2016
Table 267 Forecast Sales of Pasta by Category: % Volume Growth 2011-2016
Table 268 Forecast Sales of Pasta by Category: % Value Growth 2011-2016
Ready Meals in Greece - Category Analysis
HEADLINES
TRENDS
Worsening of the Greek economic climate at the end of the review period had a generally negative effect on consumers who opted to save money and avoid unnecessary expenditure. This, on one hand, has driven consumers away from foodservice and towards packaged food as desire to cook at home has increased. However, on the other hand, consumers have returned to cooking from “scratch” in many cases rather than turning to products in ready meals. With regard to demand for products in ready meals, Greek consumers seek value-for-money products and price promotions as a result of the worsening economic crisis in Greece. As a result of these trends, retail value sales of ready meals are expected to grow by -2% in 2011 and retail volume sales are expected to slow down.
COMPETITIVE LANDSCAPE
Barba Stathis SA garnered the leading retail value share, of 21%, in ready meals in 2010. The company’s products are widely distributed throughout the country, mainly via supermarkets/hypermarkets and its range includes some of the best-known and most trusted brands, such as Uncle Stathis and Chrisi Zimi. These brands have managed to stay ahead of competing brands due to the company’s high level of investment in marketing and new product development as well as the offer of significant discounts.
PROSPECTS
Over the forecast period, there is expected to be development of more value-for-money products in ready meals. Consumers are expected to continue to “trade down” from foodservice and this will benefit ready meals. However, many consumers will also opt for products in other categories of packaged food and for fresh/unpackaged food as they decide to prepare meals at home in line with decreases in their level of disposable income due to the economic crisis in Greece.
CATEGORY DATA
Table 269 Sales of Ready Meals by Category: Volume 2006-2011
Table 270 Sales of Ready Meals by Category: Value 2006-2011
Table 271 Sales of Ready Meals by Category: % Volume Growth 2006-2011
Table 272 Sales of Ready Meals by Category: % Value Growth 2006-2011
Table 273 Ready Meals: Vegetarian Vs Non-vegetarian % Breakdown by Type 2011
Table 274 Frozen Ready Meals % Breakdown by Ethnicity 2006-2011
Table 275 Chilled Ready Meals % Breakdown by Ethnicity 2006-2011
Table 276 Ready Meals Company Shares 2006-2010
Table 277 Ready Meals Brand Shares 2007-2010
Table 278 Sales of Ready Meals by Distribution Format: % Analysis 2006-2011
Table 279 Forecast Sales of Ready Meals by Category: Volume 2011-2016
Table 280 Forecast Sales of Ready Meals by Category: Value 2011-2016
Table 281 Forecast Sales of Ready Meals by Category: % Volume Growth 2011-2016
Table 282 Forecast Sales of Ready Meals by Category: % Value Growth 2011-2016
Sauces, Dressings and Condiments in Greece - Category Analysis
HEADLINES
TRENDS
Foodservice has experienced a dramatic impact from the downturn of the Greek economy as it was the first in line when consumers cut back on non-essential spending. In particular, Greek consumers attempted to save money by making their own meals at home. “Cocooning” has developed into one of the main trends in the Greek packaged food market as staying in and cooking and eating at home have become the rule rather than the exception.
COMPETITIVE LANDSCAPE
Rankings did not change in 2010, at least among the top 10 companies in terms of value sales. Elais Unilever Hellas SA continued to lead sauces, dressings and condiments in 2010, followed by Kyknos Greek Canning Co SA. Elais Unilever owns a number of brands which are well known to consumers, such as Pummaró, Hellmann’s and Knorr, and as advertised on the company’s website, “these are products which are used on almost a daily basis by most of the households in Greece”. As leading multinational brands, they are at forefront of every innovation made in the category.
PROSPECTS
Sauces, dressings and condiments can offer a quick and easy “restaurant-like” meal, which is anticipated to be the key driver for demand over 2011-2016 given the dramatic consumer shift away from foodservice. Manufacturers are already catching up with current trends and are expanding product lines while making price offers to be more appealing to consumers. It is evident that more consumers are turning to complementary products which enhance the taste of food prepared at home. As more products are introduced, consumers will continue to show a willingness to try new tastes, provided that they are reasonably priced and good value for money
CATEGORY DATA
Table 283 Sales of Sauces, Dressings and Condiments by Category: Volume 2006-2011
Table 284 Sales of Sauces, Dressings and Condiments by Category: Value 2006-2011
Table 285 Sales of Sauces, Dressings and Condiments by Category: % Volume Growth 2006-2011
Table 286 Sales of Sauces, Dressings and Condiments by Category: % Value Growth 2006-2011
Table 287 Wet/Cooking Sauces by Type: % Value Breakdown 2006-2011
Table 288 Sauces, Dressings and Condiments Company Shares 2006-2010
Table 289 Sauces, Dressings and Condiments Brand Shares 2007-2010
Table 290 Sales of Sauces, Dressings and Condiments by Distribution Format: % Analysis 2006-2011
Table 291 Forecast Sales of Sauces, Dressings and Condiments by Category: Volume 2011-2016
Table 292 Forecast Sales of Sauces, Dressings and Condiments by Category: Value 2011-2016
Table 293 Forecast Sales of Sauces, Dressings and Condiments by Category: % Volume Growth 2011-2016
Table 294 Forecast Sales of Sauces, Dressings and Condiments by Category: % Value Growth 2011-2016
Summary 30 Other Sauces, Dressings and Condiments by Type 2011
Snack Bars in Greece - Category Analysis
HEADLINES
TRENDS
Driven by the trend of health and wellness, there was high demand for products in snacks bars that enable shape management in 2010 thus these products and low calorie products were among the best performing products in snacks bars. There were numerous product launches not only as existing companies expanded their portfolios but also as new players entered the category, further contributing to retail volume growth.
COMPETITIVE LANDSCAPE
With other snack bars accounting for the largest retail volume share of snack bars, domestic player Jannis SA continued to lead in snack bars with a retail value share of 41% in 2010. The company was followed by Nestlé Hellas SA, with a retail value share of 13%. Nestlé Hellas SA was the leading player in breakfast bars in 2010 with a retail value share of 33% due to the strength of its Fitness brand.
PROSPECTS
High demand for low calorie snacks and health and wellness will be the key trends driving growth in snack bars over the forecast period. Numerous new product launches are expected to stimulate consumer interest.
CATEGORY DATA
Summary 31 Other Snack Bars: Product Types
Table 295 Sales of Snack Bars by Category: Volume 2006-2011
Table 296 Sales of Snack Bars by Category: Value 2006-2011
Table 297 Sales of Snack Bars by Category: % Volume Growth 2006-2011
Table 298 Sales of Snack Bars by Category: % Value Growth 2006-2011
Table 299 Snack Bars Company Shares 2006-2010
Table 300 Snack Bars Brand Shares 2007-2010
Table 301 Sales of Snack Bars by Distribution Format: % Analysis 2006-2011
Table 302 Forecast Sales of Snack Bars by Category: Volume 2011-2016
Table 303 Forecast Sales of Snack Bars by Category: Value 2011-2016
Table 304 Forecast Sales of Snack Bars by Category: % Volume Growth 2011-2016
Table 305 Forecast Sales of Snack Bars by Category: % Value Growth 2011-2016
Soup in Greece - Category Analysis
HEADLINES
TRENDS
Current trends in soup favour convenience and novelty with new product developments normally being the most highly purchased items. Instant varieties attract the most attention due to their convenience while new flavours within the category inspire the highest levels of spending.
COMPETITIVE LANDSCAPE
Elais Unilever Hellas SA continued to lead soup in Greece in 2010, even though its value share suffered a sharp fall over 2009, to the benefit of its rival Nestlé Hellas SA. Elais Unilever Hellas claimed 64% of overall soup sales in 2010, but this was some 21 percentage points down from 2009. However, the company has a strong and long presence in dehydrated and instant soups, while it recently also launched a line in UHT soup, being among the first branded products in the category. The brand has managed to establish strong consumer awareness by using frequent advertising and promotion and by constantly renewing its variants in line with consumer trends.
PROSPECTS
Soup is forecast to remain a niche market in Greece given that it has never managed to achieve high penetration despite the many years’ presence of such products in the country. This is mostly due to the fact that packaged formats of soup differ significantly from the traditional way soup is cooked and consumed in Greece, while the recipes and ingredients are also very different. For example, common traditional recipes in Greece include dishes such as lentil or chickpea soup which do not exist in packaged formats. The Greek recipes that are replicated in packaged formats such as chicken soup for example, tend to rank highly in preference; however, the question of freshness continues to keep demand at low levels.
CATEGORY DATA
Table 306 Sales of Soup by Category: Volume 2006-2011
Table 307 Sales of Soup by Category: Value 2006-2011
Table 308 Sales of Soup by Category: % Volume Growth 2006-2011
Table 309 Sales of Soup by Category: % Value Growth 2006-2011
Table 310 Leading Soup Flavours 2006-2011
Table 311 Soup Company Shares 2006-2010
Table 312 Soup Brand Shares 2007-2010
Table 313 Sales of Soup by Distribution Format: % Analysis 2006-2011
Table 314 Forecast Sales of Soup by Category: Volume 2011-2016
Table 315 Forecast Sales of Soup by Category: Value 2011-2016
Table 316 Forecast Sales of Soup by Category: % Volume Growth 2011-2016
Table 317 Forecast Sales of Soup by Category: % Value Growth 2011-2016
Spreads in Greece - Category Analysis
HEADLINES
TRENDS
Mass migration to private label products and economy brands was evident in spreads at the end of the review period. Aggressive promotional activities remained the key method among manufacturers of protecting retail value sales. However, discounting was not prevalent in honey or nut-based spreads, as many products in these categories are positioned as good-for-you products and as such consumers are willing to pay their premium pricing.
COMPETITIVE LANDSCAPE
Bee Culturing Co Pittas A SA was the leading company in spreads in 2010 with a retail value share of 21%. The company is the leading player in honey. The second leading player was Elgeka SA with the Bonne Mamman Brand in jams and preserves and Nutella in chocolate spreads. Although the retail value share of Nutella, of chocolate spreads increased in 2010, the leading brand remained domestic brand Merenta from Kraft Foods Hellas SA.
PROSPECTS
Maturity is expected to pose a significant obstacle to the growth potential of spreads over the forecast period. However, retail volume growth is expected to remain positive as most product types benefit from a loyal consumer base. Nevertheless, nut-based spreads is expected to be the only truly dynamic category of spreads over the forecast period and this will be purely attributable to the rapidly-increasing popularity of Tahini.
CATEGORY DATA
Table 318 Sales of Spreads by Category: Volume 2006-2011
Table 319 Sales of Spreads by Category: Value 2006-2011
Table 320 Sales of Spreads by Category: % Volume Growth 2006-2011
Table 321 Sales of Spreads by Category: % Value Growth 2006-2011
Table 322 Leading Flavours for Jams and Preserves 2006-2011
Table 323 Spreads Company Shares 2006-2010
Table 324 Spreads Brand Shares 2007-2010
Table 325 Sales of Spreads by Distribution Format: % Analysis 2006-2011
Table 326 Forecast Sales of Spreads by Category: Volume 2011-2016
Table 327 Forecast Sales of Spreads by Category: Value 2011-2016
Table 328 Forecast Sales of Spreads by Category: % Volume Growth 2011-2016
Table 329 Forecast Sales of Spreads by Category: % Value Growth 2011-2016
Sugar Confectionery in Greece - Category Analysis
HEADLINES
TRENDS
Demand for sugar-free products remained a key driver of growth in sugar confectionery towards the end of the review period as consumers increasingly sought indulgence with reduced guilt. The very low calorie content of various products was used as their main selling point and these products proved to be very appealing to consumers, particularly female consumers.
COMPETITIVE LANDSCAPE
Cadbury Hellas SA remained the leading player in sugar confectionery in 2010 with a retail value share of 33% due mainly to the strong performance of its Halls brand, which remained the leading brand not only in medicated confectionery but also in sugar confectionery in 2010.
PROSPECTS
Sugar confectionery is expected to grow by a retail volume CAGR of 2% and a constant retail value CAGR of 1% over the forecast period. In addition to the negative effects of the economic recession, which pose a significant obstacle to growth, given that consumers are changing their behaviour and starting to purchase only what they really need, the health and wellness trend will also have a negative impact on retail volume sales of sugar confectionery over the forecast period. Therefore, manufacturers are expected to place increased focus on sugar-free variants over the forecast period.
CATEGORY DATA
Summary 32 Other Sugar Confectionery: Product Types
Table 330 Sales of Sugar Confectionery by Category: Volume 2006-2011
Table 331 Sales of Sugar Confectionery by Category: Value 2006-2011
Table 332 Sales of Sugar Confectionery by Category: % Volume Growth 2006-2011
Table 333 Sales of Sugar Confectionery by Category: % Value Growth 2006-2011
Table 334 Sugarised Vs Sugar-free Sugar Confectionery % Breakdown by Type 2011
Table 335 Pastilles, Gums, Jellies and Chews by Type: % Value Breakdown 2006-2011
Table 336 Sugar Confectionery Company Shares 2006-2010
Table 337 Sugar Confectionery Brand Shares 2007-2010
Table 338 Sales of Sugar Confectionery by Distribution Format: % Analysis 2006-2011
Table 339 Forecast Sales of Sugar Confectionery by Category: Volume 2011-2016
Table 340 Forecast Sales of Sugar Confectionery by Category: Value 2011-2016
Table 341 Forecast Sales of Sugar Confectionery by Category: % Volume Growth 2011-2016
Table 342 Forecast Sales of Sugar Confectionery by Category: % Value Growth 2011-2016
Sweet and Savoury Snacks in Greece - Category Analysis
HEADLINES
TRENDS
Socialising at home has become a major trend in 2011 in Greece due to the economic situation and declining disposable incomes. Greeks are using home gatherings as a way to save money from visiting bars and restaurants, causing subsequent effects in many markets. In packaged food, sweet and savoury snacks see growing demand for products targeting adults for example, such as sophisticated flavours of chips/crisps and/or “light” and “diet” product types. This is the result of the category moving further away from the traditional consuming group, children and young teenagers. Greek adults typically consider sweet and savoury snacks as cheaper types of indulgent products, in line with the trend away from foodservice.
COMPETITIVE LANDSCAPE
Leader in sweet and savoury snacks in Greece in 2010 continued to be Tasty Foods SA with a 37% value share, well ahead of the second player in the ranking. Tasty Foods is the leader in chips/crisps, extruded snacks, popcorn and tortilla/corn chips, and is also present in nuts, with brands such as Lay’s, Cheetos, Doritos, Ruffles and others. The company has dominated sweet and savoury snacks in Greece due to its wide product portfolio, supported with frequent and innovative new product developments and vast marketing campaigns and promotions.
PROSPECTS
Sweet and savoury snacks are not considered to be costly, are easily accessed, and can be consumed throughout the day, all of which are key assets that will help the category and consumers get through the recession. Each snack category has its followers, either for the quality of the product or the low price; hence traffic is relatively constant over the market as a whole.
CATEGORY DATA
Table 343 Sales of Sweet and Savoury Snacks by Category: Volume 2006-2011
Table 344 Sales of Sweet and Savoury Snacks by Category: Value 2006-2011
Table 345 Sales of Sweet and Savoury Snacks by Category: % Volume Growth 2006-2011
Table 346 Sales of Sweet and Savoury Snacks by Category: % Value Growth 2006-2011
Table 347 Popcorn by Type: % Value Breakdown 2006-2011
Table 348 Sweet and Savoury Snacks Company Shares 2006-2010
Table 349 Sweet and Savoury Snacks Brand Shares 2007-2010
Table 350 Sales of Sweet and Savoury Snacks by Distribution Format: % Analysis 2006-2011
Table 351 Forecast Sales of Sweet and Savoury Snacks by Category: Volume 2011-2016
Table 352 Forecast Sales of Sweet and Savoury Snacks by Category: Value 2011-2016
Table 353 Forecast Sales of Sweet and Savoury Snacks by Category: % Volume Growth 2011-2016
Table 354 Forecast Sales of Sweet and Savoury Snacks by Category: % Value Growth 2011-2016
Summary 33 Other Sweet and Savoury Snacks by Type 2011
Yoghurt and Sour Milk Drinks in Greece - Category Analysis
HEADLINES
TRENDS
Functional yoghurt is losing its momentum with sales declining in both drinking and spoonable formats. Driven by declines in disposable incomes and the fact that these products are considerably more expensive than plain yoghurt, functional products are amongst the worst performers in yoghurt.
COMPETITIVE LANDSCAPE
For one more consecutive year, Fage SA was the market leader in 2010 with 32% value share within yoghurt and sour milk drinks. Fage not only has an established presence in the market but also has Total in its portfolio, the strongest brand in yoghurt, which enjoys great brand loyalty and contributes to the company’s leadership.
PROSPECTS
With the Greek consumers seeing their disposable incomes squeezed further over the forecast period, radical changes in consumer behaviour are expected to be witnessed. Promotion-driven purchases will develop into a key trend, as consumers will be opting for the brand that offers the best value for money. Manufacturers will continue to use discounting as a means to appeal to the consumers. In this context, unit prices will decline further.
CATEGORY DATA
Table 355 Sales of Yoghurt and Sour Milk Drinks by Category: Volume 2006-2011
Table 356 Sales of Yoghurt and Sour Milk Drinks by Category: Value 2006-2011
Table 357 Sales of Yoghurt and Sour Milk Drinks by Category: % Volume Growth 2006-2011
Table 358 Sales of Yoghurt and Sour Milk Drinks by Category: % Value Growth 2006-2011
Table 359 Soy-based vs Dairy-based Yoghurt % Breakdown 2010
Table 360 Leading Flavours for Flavoured Spoonable Yoghurt 2006-2011
Table 361 Leading Flavours for Fruited Spoonable Yoghurt 2006-2011
Table 362 Yoghurt and Sour Milk Drinks Company Shares 2006-2010
Table 363 Yoghurt and Sour Milk Drinks Brand Shares 2007-2010
Table 364 Sales of Yoghurt and Sour Milk Drinks by Distribution Format: % Analysis 2006-2011
Table 365 Forecast Sales of Yoghurt and Sour Milk Drinks by Category: Volume 2011-2016
Table 366 Forecast Sales of Yoghurt and Sour Milk Drinks by Category: Value 2011-2016
Table 367 Forecast Sales of Yoghurt and Sour Milk Drinks by Category: % Volume Growth 2011-2016
Table 368 Forecast Sales of Yoghurt and Sour Milk Drinks by Category: % Value Growth 2011-2016