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Report
Soft Drinks in Greece
Market Direction I 2023-12-07 I 82 Pages I Euromonitor
In 2023, all product areas posted an increase in retail value sales, due to rising inflation and price hikes. The increase in price points and decline in disposable incomes resulted in consumers adapting their purchasing behaviours, with many searching for deals and discounts to save costs. Despite this, consumption was negatively impacted, with the decline in disposable incomes reducing both purchases and tourism, with lower levels of tourists impacting volume growth in bottled water and RTD co...
Euromonitor International's 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 (2018-2022), 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 2027 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.
Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.
Soft Drinks in Greece
Euromonitor International
December 2023
List Of Contents And Tables
SOFT DRINKS IN GREECE
EXECUTIVE SUMMARY
Soft drinks in 2023: The big picture
Due to dramatic price hikes in food, utilities and energy prices, consumers were forced to cut down on non-essentials, impacting soft drinks. Alongside supermarket sales of soft drinks decreasing, impulse purchases through kiosks and convenience stores also suffered. The decline in disposable incomes equally impacted on trade performance, although most product sales were growing in line with the loss seen during COVID-19.
2023 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 2018-2023
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2022
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2022
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2022
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2022
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2018-2023
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2018-2023
Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2019-2023
Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2020-2023
Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2019-2023
Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2020-2023
Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2018-2023
Table 20 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2018-2023
Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2018-2023
Table 22 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2023
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2023-2028
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2023-2028
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2023-2028
Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2023-2028
Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2023-2028
Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2023-2028
Table 29 Forecast Off-trade Sales of Soft Drinks by Category: Value 2023-2028
Table 30 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2023-2028
Table 31 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2023-2028
Table 32 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2023-2028
APPENDIX
Fountain sales in Greece
DISCLAIMER
SOURCES
Summary 1 Research Sources
CARBONATES IN GREECE
KEY DATA FINDINGS
2023 DEVELOPMENTS
Mixers and non-cola are attracting strong investment from players
Pink grapefruit rises in popularity as a soft drink and cocktail flavour
PROSPECTS AND OPPORTUNITIES
Innovations focus on flavours, limited editions and seasonal releases
Sugar free launches continue as mixers and other non-cola options increase
The competitive landscape is set to become more fragmented as local players launch
CATEGORY DATA
Table 33 Off-trade vs On-trade Sales of Carbonates: Volume 2018-2023
Table 34 Off-trade vs On-trade Sales of Carbonates: Value 2018-2023
Table 35 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2018-2023
Table 36 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2018-2023
Table 37 Off-trade Sales of Carbonates by Category: Volume 2018-2023
Table 38 Off-trade Sales of Carbonates by Category: Value 2018-2023
Table 39 Off-trade Sales of Carbonates by Category: % Volume Growth 2018-2023
Table 40 Off-trade Sales of Carbonates by Category: % Value Growth 2018-2023
Table 41 Total Sales of Carbonates by Fountain On-trade: Volume 2018-2023
Table 42 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2018-2023
Table 43 NBO Company Shares of Off-trade Carbonates: % Volume 2019-2023
Table 44 LBN Brand Shares of Off-trade Carbonates: % Volume 2020-2023
Table 45 NBO Company Shares of Off-trade Carbonates: % Value 2019-2023
Table 46 LBN Brand Shares of Off-trade Carbonates: % Value 2020-2023
Table 47 Forecast Off-trade Sales of Carbonates by Category: Volume 2023-2028
Table 48 Forecast Off-trade Sales of Carbonates by Category: Value 2023-2028
Table 49 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2023-2028
Table 50 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2023-2028
Table 51 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2023-2028
Table 52 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2023-2028
JUICE IN GREECE
KEY DATA FINDINGS
2023 DEVELOPMENTS
Ambient Juice outperforms chilled as consumers trade down to affordable options
Shrinking disposable incomes lead to changes on the competitive landscape
Shift to smaller pack sizes gathers pace as consumers reduce spending
PROSPECTS AND OPPORTUNITIES
Chilled Juice set to recover as the economy strengthens over the forecast period
Innovation focuses on flavours, while Superfruit mixes perform well
Private label share remains strong as consumers appreciate affordable price points
CATEGORY DATA
Table 53 Off-trade Sales of Juice by Category: Volume 2018-2023
Table 54 Off-trade Sales of Juice by Category: Value 2018-2023
Table 55 Off-trade Sales of Juice by Category: % Volume Growth 2018-2023
Table 56 Off-trade Sales of Juice by Category: % Value Growth 2018-2023
Table 57 NBO Company Shares of Off-trade Juice: % Volume 2019-2023
Table 58 LBN Brand Shares of Off-trade Juice: % Volume 2020-2023
Table 59 NBO Company Shares of Off-trade Juice: % Value 2019-2023
Table 60 LBN Brand Shares of Off-trade Juice: % Value 2020-2023
Table 61 Forecast Off-trade Sales of Juice by Category: Volume 2023-2028
Table 62 Forecast Off-trade Sales of Juice by Category: Value 2023-2028
Table 63 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2023-2028
Table 64 Forecast Off-trade Sales of Juice by Category: % Value Growth 2023-2028
BOTTLED WATER IN GREECE
KEY DATA FINDINGS
2023 DEVELOPMENTS
Alongside their own brands, players are focusing on private label options
Innovation focuses on Flavoured Water, aligning with healthy living trends
Added-value products suffered as inflation leads to price increases
PROSPECTS AND OPPORTUNITIES
Bottled Water attracts investment as players continue to launch offerings
Polarisation trends increase as economy and premiumisation rises
Tourist flows will continue to play a key role as many preference Bottled Water
CATEGORY DATA
Table 65 Off-trade Sales of Bottled Water by Category: Volume 2018-2023
Table 66 Off-trade Sales of Bottled Water by Category: Value 2018-2023
Table 67 Off-trade Sales of Bottled Water by Category: % Volume Growth 2018-2023
Table 68 Off-trade Sales of Bottled Water by Category: % Value Growth 2018-2023
Table 69 NBO Company Shares of Off-trade Bottled Water: % Volume 2019-2023
Table 70 LBN Brand Shares of Off-trade Bottled Water: % Volume 2020-2023
Table 71 NBO Company Shares of Off-trade Bottled Water: % Value 2019-2023
Table 72 LBN Brand Shares of Off-trade Bottled Water: % Value 2020-2023
Table 73 Forecast Off-trade Sales of Bottled Water by Category: Volume 2023-2028
Table 74 Forecast Off-trade Sales of Bottled Water by Category: Value 2023-2028
Table 75 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2023-2028
Table 76 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2023-2028
SPORTS DRINKS IN GREECE
KEY DATA FINDINGS
2023 DEVELOPMENTS
Sports drinks recover following COVID-19, as innovation focuses on flavour
The launch of Ready Nutrition attracts new consumers to sports drinks
Competition from sports nutrition hinders the performance of sports drinks
PROSPECTS AND OPPORTUNITIES
Mainstream retailers will lose share as players focus on gyms and sports centres
Rising competition from Energy Drinks is set to negatively impact Sports Drinks
Reduced sugar options expand, gaining share in Sports Drinks
CATEGORY DATA
Table 77 Off-trade Sales of Sports Drinks: Volume 2018-2023
Table 78 Off-trade Sales of Sports Drinks: Value 2018-2023
Table 79 Off-trade Sales of Sports Drinks: % Volume Growth 2018-2023
Table 80 Off-trade Sales of Sports Drinks: % Value Growth 2018-2023
Table 81 NBO Company Shares of Off-trade Sports Drinks: % Volume 2019-2023
Table 82 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2020-2023
Table 83 NBO Company Shares of Off-trade Sports Drinks: % Value 2019-2023
Table 84 LBN Brand Shares of Off-trade Sports Drinks: % Value 2020-2023
Table 85 Forecast Off-trade Sales of Sports Drinks: Volume 2023-2028
Table 86 Forecast Off-trade Sales of Sports Drinks: Value 2023-2028
Table 87 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2023-2028
Table 88 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2023-2028
ENERGY DRINKS IN GREECE
KEY DATA FINDINGS
2023 DEVELOPMENTS
Energy Drinks continue to be one of the most dynamic soft drinks categories
Room for growth in sugar-free offerings, as players have a lack of options
Monster performs well, however, Hell claims the top brand position
PROSPECTS AND OPPORTUNITIES
Strong investment in marketing activities will remain key to performance
Energy-boosting development in other soft drinks may hamper category prospects
Impulse out-of-home consumption to drive retail volume and value growth
CATEGORY DATA
Table 89 Off-trade Sales of Energy Drinks: Volume 2018-2023
Table 90 Off-trade Sales of Energy Drinks: Value 2018-2023
Table 91 Off-trade Sales of Energy Drinks: % Volume Growth 2018-2023
Table 92 Off-trade Sales of Energy Drinks: % Value Growth 2018-2023
Table 93 NBO Company Shares of Off-trade Energy Drinks: % Volume 2019-2023
Table 94 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2020-2023
Table 95 NBO Company Shares of Off-trade Energy Drinks: % Value 2019-2023
Table 96 LBN Brand Shares of Off-trade Energy Drinks: % Value 2020-2023
Table 97 Forecast Off-trade Sales of Energy Drinks: Volume 2023-2028
Table 98 Forecast Off-trade Sales of Energy Drinks: Value 2023-2028
Table 99 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2023-2028
Table 100 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2023-2028
CONCENTRATES IN GREECE
KEY DATA FINDINGS
2023 DEVELOPMENTS
Lack of investment hinders growth on the Concentrates landscape
Private label offerings dominate sales in Liquid Concentrates
RTD alternatives impact the performance of Powder Concentrates
PROSPECTS AND OPPORTUNITIES
Sales of Liquid Concentrates decline, with lack of investment hindering growth
Limited opportunities for Sports drinks powder concentrates while Ice Tea powder declines
Limited demand 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 2018-2023
Table 102 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2018-2023
Table 103 Off-trade Sales of Concentrates by Category: Value 2018-2023
Table 104 Off-trade Sales of Concentrates by Category: % Value Growth 2018-2023
Table 105 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2020-2023
Table 106 NBO Company Shares of Off-trade Concentrates: % Value 2019-2023
Table 107 LBN Brand Shares of Off-trade Concentrates: % Value 2020-2023
Table 108 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2019-2023
Table 109 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2020-2023
Table 110 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2019-2023
Table 111 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2020-2023
Table 112 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2023-2028
Table 113 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2023-2028
Table 114 Forecast Off-trade Sales of Concentrates by Category: Value 2023-2028
Table 115 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2023-2028
RTD TEA IN GREECE
KEY DATA FINDINGS
2023 DEVELOPMENTS
Impulse purchases account for the bulk of sales in RTD Tea
Delta Foods expands its Life Tsai product portfolio
PepsiCo launches Sparkling Ice Tea in Greece
PROSPECTS AND OPPORTUNITIES
Seasonality will remain high, driving sales on the RTD Tea landscape
Larger pack size is starting to grow in significance for home-consumption
Products with wellness positionings and reduced sugar will perform the best
CATEGORY DATA
Table 116 Off-trade Sales of RTD Tea by Category: Volume 2018-2023
Table 117 Off-trade Sales of RTD Tea by Category: Value 2018-2023
Table 118 Off-trade Sales of RTD Tea by Category: % Volume Growth 2018-2023
Table 119 Off-trade Sales of RTD Tea by Category: % Value Growth 2018-2023
Table 120 Leading Flavours for Off-trade RTD Tea: % Volume 2018-2023
Table 121 NBO Company Shares of Off-trade RTD Tea: % Volume 2019-2023
Table 122 LBN Brand Shares of Off-trade RTD Tea: % Volume 2020-2023
Table 123 NBO Company Shares of Off-trade RTD Tea: % Value 2019-2023
Table 124 LBN Brand Shares of Off-trade RTD Tea: % Value 2020-2023
Table 125 Forecast Off-trade Sales of RTD Tea by Category: Volume 2023-2028
Table 126 Forecast Off-trade Sales of RTD Tea by Category: Value 2023-2028
Table 127 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2023-2028
Table 128 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2023-2028
RTD COFFEE IN GREECE
KEY DATA FINDINGS
2023 DEVELOPMENTS
The wide availability of fresh coffee hinders the performance of RTD Coffee
Lack of investment in 2023 negatively impacts the RTD coffee landscape
Hell boosts volume sales and reshapes the competitive landscape
PROSPECTS AND OPPORTUNITIES
Impulse purchases to gain share; however, fresh coffee remains a challenge
Coca-Cola Hellenic Bottling Co set to enter the landscape with Costa Coffee
Tourist flows to play a key part in growth across the forecast period
CATEGORY DATA
Table 129 Off-trade Sales of RTD Coffee: Volume 2018-2023
Table 130 Off-trade Sales of RTD Coffee: Value 2018-2023
Table 131 Off-trade Sales of RTD Coffee: % Volume Growth 2018-2023
Table 132 Off-trade Sales of RTD Coffee: % Value Growth 2018-2023
Table 133 NBO Company Shares of Off-trade RTD Coffee: % Volume 2019-2023
Table 134 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2020-2023
Table 135 NBO Company Shares of Off-trade RTD Coffee: % Value 2019-2023
Table 136 LBN Brand Shares of Off-trade RTD Coffee: % Value 2020-2023
Table 137 Forecast Off-trade Sales of RTD Coffee: Volume 2023-2028
Table 138 Forecast Off-trade Sales of RTD Coffee: Value 2023-2028
Table 139 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2023-2028
Table 140 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2023-2028
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