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Soft Drinks in Greece

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    Report

  • 86 Pages
  • December 2022
  • Region: Greece
  • Euromonitor International
  • ID: 2626517
The re-opening of Greece in the aftermath COVID-19 restrictions has had a noticeable effect on growth in soft drinks. As foodservice venues reopened and pandemic measures were lifted, the category experienced a strong increase in on-trade sales as people returned to these venues and felt more confident being outside their own homes. The re-opening of borders for leisure travel has also been a key growth driver for on-trade sales.

The Soft Drinks in Greece report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2017-2021), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution, packaging or pricing issues. Forecasts to 2026 illustrate how the market is set to change.

Product coverage: Asian Speciality Drinks, Bottled Water, Carbonates, Concentrates, Energy Drinks, Juice, RTD Coffee, RTD Tea, Sports Drinks.

Data coverage: Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Get a detailed picture of the Soft Drinks market
  • Pinpoint growth sectors and identify factors driving change
  • Understand the competitive environment, the market’s major players and leading brands
  • Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

SOFT DRINKS IN GREECE
EXECUTIVE SUMMARY
  • Soft drinks in 2022: The big picture
  • 2022 key trends
  • Competitive landscape
  • Retailing developments
  • Foodservice vs retail split
  • What next for soft drinks?
MARKET DATA
  • Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2017-2022
  • Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2017-2022
  • Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2017-2022
  • Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2017-2022
  • Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2021
  • Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2021
  • Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2021
  • Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2021
  • Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2017-2022
  • Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2017-2022
  • Table 11 Off-trade Sales of Soft Drinks by Category: Value 2017-2022
  • Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2017-2022
  • Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2017-2022
  • Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2017-2022
  • Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2018-2022
  • Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2019-2022
  • Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2018-2022
  • Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2019-2022
  • Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2017-2022
  • Table 20 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2017-2022
  • Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2017-2022
  • Table 22 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2022
  • Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2022-2027
  • Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2022-2027
  • Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2022-2027
  • Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2022-2027
  • Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2022-2027
  • Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2022-2027
  • Table 29 Forecast Off-trade Sales of Soft Drinks by Category: Value 2022-2027
  • Table 30 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2022-2027
  • Table 31 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2022-2027
  • Table 32 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2022-2027
APPENDIX
  • Fountain sales in Greece
DISCLAIMER
SOURCES
  • Summary 1 Research Sources
CARBONATES IN GREECEKEY DATA FINDINGS
2022 DEVELOPMENTS
  • Reopening of market drives on-trade recovery and off-trade impulse purchases
  • Mixers are a key growth driver, encouraging significant attention and investment from carbonate manufacturers
  • Increase in mixers cannibalises sales of orange carbonates and lemonade/lime
PROSPECTS AND OPPORTUNITIES
  • More domestic companies invest in carbonates creating an increasingly fragmented competitive landscape
  • Healthy living to continue shaping developments and consumption trends
  • Mixers to retain dynamic growth prospects thanks to continued innovation and investment
CATEGORY DATA
  • Table 33 Off-trade vs On-trade Sales of Carbonates: Volume 2017-2022
  • Table 34 Off-trade vs On-trade Sales of Carbonates: Value 2017-2022
  • Table 35 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2017-2022
  • Table 36 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2017-2022
  • Table 37 Off-trade Sales of Carbonates by Category: Volume 2017-2022
  • Table 38 Off-trade Sales of Carbonates by Category: Value 2017-2022
  • Table 39 Off-trade Sales of Carbonates by Category: % Volume Growth 2017-2022
  • Table 40 Off-trade Sales of Carbonates by Category: % Value Growth 2017-2022
  • Table 41 Total Sales of Carbonates by Fountain On-trade: Volume 2017-2022
  • Table 42 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2017-2022
  • Table 43 NBO Company Shares of Off-trade Carbonates: % Volume 2018-2022
  • Table 44 LBN Brand Shares of Off-trade Carbonates: % Volume 2019-2022
  • Table 45 NBO Company Shares of Off-trade Carbonates: % Value 2018-2022
  • Table 46 LBN Brand Shares of Off-trade Carbonates: % Value 2019-2022
  • Table 47 Forecast Off-trade Sales of Carbonates by Category: Volume 2022-2027
  • Table 48 Forecast Off-trade Sales of Carbonates by Category: Value 2022-2027
  • Table 49 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2022-2027
  • Table 50 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2022-2027
  • Table 51 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2022-2027
  • Table 52 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2022-2027
JUICE IN GREECEKEY DATA FINDINGS
2022 DEVELOPMENTS
  • Ambient juice lags behind in terms of developments and players prioritise the healthier and more profitable chilled section
  • Larger pack sizes drive growth in retail sales via modern grocery
  • Rising popularity of Urban Monkey is curtailed by difficult economic conditions
PROSPECTS AND OPPORTUNITIES
  • Low calorie water-based juice drinks are gathering pace, though they face challenges in the form of high retailing prices and distribution
  • Growth in juice bars will hinder recovery of on-trade juice sales
  • Not from concentrate 100% juice to remain the best performer thanks to health trend and lack of maturity
CATEGORY DATA
  • Table 53 Off-trade Sales of Juice by Category: Volume 2017-2022
  • Table 54 Off-trade Sales of Juice by Category: Value 2017-2022
  • Table 55 Off-trade Sales of Juice by Category: % Volume Growth 2017-2022
  • Table 56 Off-trade Sales of Juice by Category: % Value Growth 2017-2022
  • Table 57 NBO Company Shares of Off-trade Juice: % Volume 2018-2022
  • Table 58 LBN Brand Shares of Off-trade Juice: % Volume 2019-2022
  • Table 59 NBO Company Shares of Off-trade Juice: % Value 2018-2022
  • Table 60 LBN Brand Shares of Off-trade Juice: % Value 2019-2022
  • Table 61 Forecast Off-trade Sales of Juice by Category: Volume 2022-2027
  • Table 62 Forecast Off-trade Sales of Juice by Category: Value 2022-2027
  • Table 63 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2022-2027
  • Table 64 Forecast Off-trade Sales of Juice by Category: % Value Growth 2022-2027
BOTTLED WATER IN GREECEKEY DATA FINDINGS
2022 DEVELOPMENTS
  • Re-opening of the market is a key growth driver for bottled water
  • Premiumisation remains an emerging trend in bottled water with sophisticated fortified and flavoured options becoming more popular
  • Bottled water purchasing trends vary according to region and consumption occasion
PROSPECTS AND OPPORTUNITIES
  • Production and packaging cost increases present a key challenge for companies given the regulated retailing prices
  • Packaging innovation to gather pace as manufacturers take note of consumers’ sustainability concerns
  • Health and wellness meets localisation, creating new growth opportunities in sparkling flavoured bottled water
CATEGORY DATA
  • Table 65 Off-trade Sales of Bottled Water by Category: Volume 2017-2022
  • Table 66 Off-trade Sales of Bottled Water by Category: Value 2017-2022
  • Table 67 Off-trade Sales of Bottled Water by Category: % Volume Growth 2017-2022
  • Table 68 Off-trade Sales of Bottled Water by Category: % Value Growth 2017-2022
  • Table 69 NBO Company Shares of Off-trade Bottled Water: % Volume 2018-2022
  • Table 70 LBN Brand Shares of Off-trade Bottled Water: % Volume 2019-2022
  • Table 71 NBO Company Shares of Off-trade Bottled Water: % Value 2018-2022
  • Table 72 LBN Brand Shares of Off-trade Bottled Water: % Value 2019-2022
  • Table 73 Forecast Off-trade Sales of Bottled Water by Category: Volume 2022-2027
  • Table 74 Forecast Off-trade Sales of Bottled Water by Category: Value 2022-2027
  • Table 75 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2022-2027
  • Table 76 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2022-2027
SPORTS DRINKS IN GREECEKEY DATA FINDINGS
2022 DEVELOPMENTS
  • Sport drinks suffer from poor consumer awareness and lack of investment
  • Re-opening of gyms boosts awareness and sales of sports drinks
  • Launch of two new Powerade SKUs shows that the reduced-sugar trend has entered sports drinks
PROSPECTS AND OPPORTUNITIES
  • Growth set to be hindered by competition with energy drinks
  • Competition with sports nutrition and supplements will also hamper prospects
  • Sugar-free products set to claim a growing share though difficult economic circumstances will take a toll
CATEGORY DATA
  • Table 77 Off-trade Sales of Sports Drinks: Volume 2017-2022
  • Table 78 Off-trade Sales of Sports Drinks: Value 2017-2022
  • Table 79 Off-trade Sales of Sports Drinks: % Volume Growth 2017-2022
  • Table 80 Off-trade Sales of Sports Drinks: % Value Growth 2017-2022
  • Table 81 NBO Company Shares of Off-trade Sports Drinks: % Volume 2018-2022
  • Table 82 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2019-2022
  • Table 83 NBO Company Shares of Off-trade Sports Drinks: % Value 2018-2022
  • Table 84 LBN Brand Shares of Off-trade Sports Drinks: % Value 2019-2022
  • Table 85 Forecast Off-trade Sales of Sports Drinks: Volume 2022-2027
  • Table 86 Forecast Off-trade Sales of Sports Drinks: Value 2022-2027
  • Table 87 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2022-2027
  • Table 88 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2022-2027
ENERGY DRINKS IN GREECEKEY DATA FINDINGS
2022 DEVELOPMENTS
  • Energy drinks remain amongst the best performers as impulse purchases increase
  • Re-opening of the market drives growth in sports-focused energy drinks
  • Hell and Monster are the best performing brands thanks to low price points and new product launches
PROSPECTS AND OPPORTUNITIES
  • Penetration of sugar-free energy drinks to increase in line with health trend
  • Adult audience could represent growth opportunity if manufacturers tap into same consumption occasions as coffee
  • Energy boosting development in other soft drinks may hamper category prospects
CATEGORY DATA
  • Table 89 Off-trade Sales of Energy Drinks: Volume 2017-2022
  • Table 90 Off-trade Sales of Energy Drinks: Value 2017-2022
  • Table 91 Off-trade Sales of Energy Drinks: % Volume Growth 2017-2022
  • Table 92 Off-trade Sales of Energy Drinks: % Value Growth 2017-2022
  • Table 93 NBO Company Shares of Off-trade Energy Drinks: % Volume 2018-2022
  • Table 94 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2019-2022
  • Table 95 NBO Company Shares of Off-trade Energy Drinks: % Value 2018-2022
  • Table 96 LBN Brand Shares of Off-trade Energy Drinks: % Value 2019-2022
  • Table 97 Forecast Off-trade Sales of Energy Drinks: Volume 2022-2027
  • Table 98 Forecast Off-trade Sales of Energy Drinks: Value 2022-2027
  • Table 99 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2022-2027
  • Table 100 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2022-2027
CONCENTRATES IN GREECEKEY DATA FINDINGS
2022 DEVELOPMENTS
  • Health and wellness is an obstacle to growth for liquid concentrates
  • Competition with RTD alternatives and specialist sports nutrition affects demand for powder concentrates
  • Liquid concentrates suffers from outdated image and shrinking audience
PROSPECTS AND OPPORTUNITIES
  • Off-trade volume and value sales set to fall as liquid concentrates loses out to more modern and healthier options
  • Ice tea powder concentrates is the best positioned product type
  • Limited demand from younger consumers will see concentrates phased out of the market
CATEGORY DATA
  • Concentrates Conversions
  • Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
  • Table 101 Off-trade Sales of Concentrates (RTD) by Category: Volume 2017-2022
  • Table 102 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2017-2022
  • Table 103 Off-trade Sales of Concentrates by Category: Value 2017-2022
  • Table 104 Off-trade Sales of Concentrates by Category: % Value Growth 2017-2022
  • Table 105 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2019-2022
  • Table 106 NBO Company Shares of Off-trade Concentrates: % Value 2018-2022
  • Table 107 LBN Brand Shares of Off-trade Concentrates: % Value 2019-2022
  • Table 108 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2018-2022
  • Table 109 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2019-2022
  • Table 110 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2018-2022
  • Table 111 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2019-2022
  • Table 112 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2022-2027
  • Table 113 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2022-2027
  • Table 114 Forecast Off-trade Sales of Concentrates by Category: Value 2022-2027
  • Table 115 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2022-2027
RTD TEA IN GREECEKEY DATA FINDINGS
2022 DEVELOPMENTS
  • Innovation lies in health and wellness related flavours
  • Channel shifts lead to changing performance for Olympos brand
  • Launch of Loux Plus ‘n Light Tea is favourable in terms of health trend but suffers low sales under limited distribution
PROSPECTS AND OPPORTUNITIES
  • Larger pack size is starting to grow in significance for home-consumption
  • Seasonality will remain a key challenge as sales drop in the colder months
  • Products with health and wellness positioning set to gain sales
CATEGORY DATA
  • Table 116 Off-trade Sales of RTD Tea by Category: Volume 2017-2022
  • Table 117 Off-trade Sales of RTD Tea by Category: Value 2017-2022
  • Table 118 Off-trade Sales of RTD Tea by Category: % Volume Growth 2017-2022
  • Table 119 Off-trade Sales of RTD Tea by Category: % Value Growth 2017-2022
  • Table 120 Leading Flavours for Off-trade RTD Tea: % Volume 2017-2022
  • Table 121 NBO Company Shares of Off-trade RTD Tea: % Volume 2018-2022
  • Table 122 LBN Brand Shares of Off-trade RTD Tea: % Volume 2019-2022
  • Table 123 NBO Company Shares of Off-trade RTD Tea: % Value 2018-2022
  • Table 124 LBN Brand Shares of Off-trade RTD Tea: % Value 2019-2022
  • Table 125 Forecast Off-trade Sales of RTD Tea by Category: Volume 2022-2027
  • Table 126 Forecast Off-trade Sales of RTD Tea by Category: Value 2022-2027
  • Table 127 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2022-2027
  • Table 128 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2022-2027
RTD COFFEE IN GREECEKEY DATA FINDINGS
2022 DEVELOPMENTS
  • Return of tourism makes a key contribution to RTD coffee performance
  • Arla Foods expands product portfolio through collaboration with Starbucks
  • Entry of Hell boosts volume sales and reshapes competitive landscape
PROSPECTS AND OPPORTUNITIES
  • Price hikes will have limited impact on overall performance and lead to polarisation of spending
  • Impulse consumption will determines distribution channel split and trends
  • Coca-Cola Hellenic Bottling Co expected to enter the category with Costa Coffee
CATEGORY DATA
  • Table 129 Off-trade Sales of RTD Coffee: Volume 2017-2022
  • Table 130 Off-trade Sales of RTD Coffee: Value 2017-2022
  • Table 131 Off-trade Sales of RTD Coffee: % Volume Growth 2017-2022
  • Table 132 Off-trade Sales of RTD Coffee: % Value Growth 2017-2022
  • Table 133 NBO Company Shares of Off-trade RTD Coffee: % Volume 2018-2022
  • Table 134 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2019-2022
  • Table 135 NBO Company Shares of Off-trade RTD Coffee: % Value 2018-2022
  • Table 136 LBN Brand Shares of Off-trade RTD Coffee: % Value 2019-2022
  • Table 137 Forecast Off-trade Sales of RTD Coffee: Volume 2022-2027
  • Table 138 Forecast Off-trade Sales of RTD Coffee: Value 2022-2027
  • Table 139 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2022-2027
  • Table 140 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2022-2027