Greece Food and Drink Report Q1 2009
Business Monitor International, February 2009, Pages: 67
Greece remains one of the marginal food and drink markets within the Western Europe region, as its GDPper capita continues to lag behind those of larger EU members. Additionally, while its climate provides an excellent base for agricultural production, other factors, such as forest fires and the lack of arable land on many of its islands, mean that the country has been a net importer of food over the past decade. However, Greek producers are increasingly investing in local food processing, with forecasting predicting that, by 2013, exports will come much closer to imports in terms of value, at US$7.89bn and US$8.57bn, respectively, up from US$4.91bn and US$7.14bn in 2007.
However, global economic problems continue to pose a threat to the performance of Greek companies, both at home and abroad. Illustrating the situation, in October 2008, Greece-based soft drinks producer Coca-Cola Hellenic Bottling Company (CCHBC) – the second-largest Coca-Cola bottler in the world – slashed its earnings forecast for the second time that year. The company blamed the announcement on weak economic conditions in its key markets and poor weather, with rising prices of packaging materials also being a contributing factor. For the full year 2008, the bottler now expects flat operating profits and a modest 4% year-on-year (y-o-y) increase in volumes, as consumers turn away from non-essential products. CCHBC has also revealed that a drop in consumer confidence is negatively impacting on the firm's product mix, with consumers reducing their spending on higher margin products and through more profitable sales channels.
Nevertheless, the company risked another acquisition, in August 2008 buying Italy's second largest Coca-Cola bottler, Socib, in a deal worth EUR270m (US$418mn). The transaction will increase CCHBC volumes in Italy by around 25%, expanding its franchise through the whole of Italy, with Socib operating in the south. While the increased scale should translate into cost efficiencies, the timing of the acquisition is questionable, given that Italy’s soft drink sector growth has been lacklustre.
In the meantime, the country’s mass grocery retail (MGR) sector is continuing to exhibit dynamism. In October 2008, Greek retailers Sklavenitis and Pente revealed a plan to form a joint venture company, Galaxias, in the form of a buying group. The partnership will aim to capitalise on the Greece’s growing MGR market, but also to alleviate economic pressures and achieve better purchasing rices. Around thesame time, supermarket chain Masoutis revealed an expansion programme, with plans to construct a new distribution centre.
Finally, Belgium-based grocery retailer Delhaize announced plans to open a discount store chain in Greece, with the two pilot outlets likely to perform well in the face of growing economic uncertainty. Delhaize will rival Germany-based discount operator and Europe’s biggest discount grocery chain Aldi, which is preparing to open its first stores in the country.
Executive Summary
Business Environment
Western Europe Food & Drink Business Environment Ratings
Table: Regional Food & Drink Business Environment Ratings
SWOT Analysis
Food
Greece Food Industry SWOT
Drink
Greece Drink Industry SWOT
Mass Grocery Retail
Greece Mass Grocery Retail Industry SWOT
Macroeconomic Outlook
Table: Greece - Economic Activity
Food
Industry Forecast Scenario
Total Food Consumption
Table: Greek Food Consumption Indicators – Historical Data & Forecasts 21
Trade
Table: Greek Food & Drink Trade Balance (US$mn) – Historical Data & Forecasts
Prepared/Canned Food
Table: Greek Canned Foods Value/Volume Sales – Historical Data & Forecasts
Confectionery
Table: Greek Confectionery Value/Volume Sales – Historical Data & Forecasts
Industry Developments
Market Overview
Food Production
Leading Producers
Trade
Agriculture
Dairy
Organic
Seafood
Drink
Industry Forecast Scenario
Hot Drinks
Table: Greek Hot Drinks Value Sales (US$mn) – Historical Data & Forecasts 31
Soft Drinks
Table: Greek Soft Drink Value Sales – Historical Data & Forecasts
Alcoholic Drinks
Table: Greek Alcoholic Drink Value/Volume Sales – Historical Data & Forecasts
Industry Developments
Market Overview
Alcoholic Drinks
Spirits
Beer
Wine
Soft Drinks
Hot Drinks
Mass Grocery Retail
Industry Forecast Scenario
Table: Greece Mass Grocery Retail – Value Sales By Format (US$bn) – Historical Data And Forecasts
Table: Greece Grocery Retail Sales By Format – Historical Data And Forecasts 40
Industry Developments
Market Overview
Leading MGR Players
Table: Greece Structure Of The Mass Grocery Retail Market By Estimated Number Of Outlets
Table: Greece Mass Grocery Retail Sales By Format (US$bn) – Value Sales By Format
Table: Greece Average Value Of MGR Outlets, US$mn
Competitive Landscape
Key Players
Food And Drink
Table: Key Players Greece's Food & Drink Sector, 2007
Mass Grocery Retail
Table - Key Players Greece's Mass Grocery Retail Sector, 2007
Company Analysis
Food
Fage Dairy Industry SA
Vivartia
Drink
Coca-Cola Hellenic Beverages Company (CCHBC)
J Boutaris & Sons Holding (Boutari Group)
Athenian Brewery SA
Mass Grocery Retail
Carrefour Marinopoulos
Atlantic Supermarket SA
Alfa-Beta Vassilopoulos SA
Appendix: Agricultural Commodity Price
Food & Drink Business Environment Ratings
Ratings Methodology
Ratings Overview
Ratings System
Indicators
Limits Of Potential Returns
Risks To Realisation Of Potential Returns
Weighting
Weighting
BMI Food & Drink Industry Glossary
Food & Drink
Mass Grocery Retail
BMI Food & Drink Forecasting & Sourcing
How We Generate Our Industry Forecasts
Sourcing
-Fage Dairy Industry SA
-Vivartia
-Coca-Cola Hellenic Beverages Company (CCHBC)
-J Boutaris & Sons Holding (Boutari Group)
-Athenian Brewery SA
-Mass Grocery Retail
-Carrefour Marinopoulos
-Atlantic Supermarket SA
-Alfa-Beta Vassilopoulos SA
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