Product Code: HWFBGR
TABLE OF CONTENTS
List Of Contents And Tables
EXECUTIVE SUMMARY
Health and wellness in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for health and wellness?
MARKET DATA
Table 1 Sales of Health and Wellness by Type: Value 2016-2021
Table 2 Sales of Health and Wellness by Type: % Value Growth 2016-2021
Table 3 Sales of Health and Wellness by Category: Value 2016-2021
Table 4 Sales of Health and Wellness by Category: % Value Growth 2016-2021
Table 5 Sales of Health and Wellness by Prime Positioning: Value 2016-2021
Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2016-2021
Table 7 NBO Company Shares of Health and Wellness: % Value 2017-2021
Table 8 LBN Brand Shares of Health and Wellness: % Value 2018-2021
Table 9 Distribution of Health and Wellness by Format: % Value 2016-2021
Table 10 Distribution of Health and Wellness by Format and Category: % Value 2021
Table 11 Forecast Sales of Health and Wellness by Type: Value 2021-2026
Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2021-2026
Table 13 Forecast Sales of Health and Wellness by Category: Value 2021-2026
Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2021-2026
Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2021-2026
Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
BETTER FOR YOU BEVERAGES IN GREECE
KEY DATA FINDINGS
2021 DEVELOPMENTS
Despite maturity, BFY beverages sales continue to grow
BFY reduced sugar juice posts strong growth
Home seclusion leads to an increase in consumption of reduced caffeine coffee
PROSPECTS AND OPPORTUNITIES
Developments set to remain favourable to growth
Local brands look to win value share
Reduced caffeine coffee continues to register growth
CATEGORY DATA
Table 17 Sales of BFY Beverages by Category: Value 2016-2021
Table 18 Sales of BFY Beverages by Category: % Value Growth 2016-2021
Table 19 NBO Company Shares of BFY Beverages: % Value 2017-2021
Table 20 LBN Brand Shares of BFY Beverages: % Value 2018-2021
Table 21 Distribution of BFY Beverages by Format: % Value 2016-2021
Table 22 Forecast Sales of BFY Beverages by Category: Value 2021-2026
Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2021-2026
FORTIFIED/FUNCTIONAL BEVERAGES IN GREECE
KEY DATA FINDINGS
2021 DEVELOPMENTS
FF soft drinks drive growth for FF beverages
FF hot drinks consumption declines due to decline in sales of FF chocolate-based drinks
FF juice sales decline due to school closures and shift away from ambient juice
PROSPECTS AND OPPORTUNITIES
FF energy drinks continue to drive value sales
Limited potential for FF juice due to absence of chilled products
FF tea drives value growth with FF hot drinks
CATEGORY DATA
Table 24 Sales of Fortified/Functional Beverages by Category: Value 2016-2021
Table 25 Sales of Fortified/Functional Beverages by Category: % Value Growth 2016-2021
Table 26 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2016-2021
Table 27 Key Functional Ingredients in Fortified/Functional 100% Juice: % Value 2016-2021
Table 28 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2016-2021
Table 29 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2016-2021
Table 30 NBO Company Shares of Fortified/Functional Beverages: % Value 2017-2021
Table 31 LBN Brand Shares of Fortified/Functional Beverages: % Value 2018-2021
Table 32 Distribution of Fortified/Functional Beverages by Format: % Value 2016-2021
Table 33 Forecast Sales of Fortified/Functional Beverages by Category: Value 2021-2026
Table 34 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2021-2026
NATURALLY HEALTHY BEVERAGES IN GREECE
KEY DATA FINDINGS
2021 DEVELOPMENTS
Decline in tourist flows affects consumption of NH bottled water
Changes in consumption patterns of NH Juice due to the pandemic
NH flavoured bottled water outperforms other NH bottled water
PROSPECTS AND OPPORTUNITIES
NH tea consumption set to increase
Healthy living trend will contribute to growth for NH flavoured bottled water
Premiumisation a growth driver for NH juice
CATEGORY DATA
Table 35 Sales of NH Beverages by Category: Value 2016-2021
Table 36 Sales of NH Beverages by Category: % Value Growth 2016-2021
Table 37 NBO Company Shares of NH Beverages: % Value 2017-2021
Table 38 LBN Brand Shares of NH Beverages: % Value 2018-2021
Table 39 Distribution of NH Beverages by Format: % Value 2016-2021
Table 40 Forecast Sales of NH Beverages by Category: Value 2021-2026
Table 41 Forecast Sales of NH Beverages by Category: % Value Growth 2021-2026
ORGANIC BEVERAGES IN GREECE
KEY DATA FINDINGS
2021 DEVELOPMENTS
Healthy value growth in 2021
Consumer base of organic beverages remains small
Limited product variety and availability
PROSPECTS AND OPPORTUNITIES
High retail prices continue to be an obstacle
Organic hot drinks will perform best
Organic juice sales remain low
CATEGORY DATA
Table 42 Sales of Organic Beverages by Category: Value 2016-2021
Table 43 Sales of Organic Beverages by Category: % Value Growth 2016-2021
Table 44 NBO Company Shares of Organic Beverages: % Value 2017-2021
Table 45 LBN Brand Shares of Organic Beverages: % Value 2018-2021
Table 46 Distribution of Organic Beverages by Format: % Value 2016-2021
Table 47 Forecast Sales of Organic Beverages by Category: Value 2021-2026
Table 48 Forecast Sales of Organic Beverages by Category: % Value Growth 2021-2026
BETTER FOR YOU PACKAGED FOOD IN GREECE
KEY DATA FINDINGS
2021 DEVELOPMENTS
Lower value and volume growth in 2021
Reduced fat accounts for most value sales
Companies prioritise new health and wellness claims to the detriment of better for you
PROSPECTS AND OPPORTUNITIES
Muted growth over forecast period
Reduced sugar ice cream increasingly popular
Growth potential for e-commerce
CATEGORY DATA
Table 49 Sales of BFY Packaged Food by Category: Value 2016-2021
Table 50 Sales of BFY Packaged Food by Category: % Value Growth 2016-2021
Table 51 NBO Company Shares of BFY Packaged Food: % Value 2017-2021
Table 52 LBN Brand Shares of BFY Packaged Food: % Value 2018-2021
Table 53 Distribution of BFY Packaged Food by Format: % Value 2016-2021
Table 54 Forecast Sales of BFY Packaged Food by Category: Value 2021-2026
Table 55 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2021-2026
FREE FROM IN GREECE
KEY DATA FINDINGS
2021 DEVELOPMENTS
Free from best performing segment in health and wellness packaged food
Hellenic Dairies SA launches Greece's first Greek yoghurt made from almond milk
Gluten-free accounts for majority of value sales
PROSPECTS AND OPPORTUNITIES
Rosey outlook over forecast period
Demand for plant-based dairy products to grow over the forecast period
Health and wellness stimulates growth in free from
CATEGORY DATA
Table 56 Sales of Free From by Category: Value 2016-2021
Table 57 Sales of Free From by Category: % Value Growth 2016-2021
Table 58 NBO Company Shares of Free From: % Value 2017-2021
Table 59 LBN Brand Shares of Free From: % Value 2018-2021
Table 60 Distribution of Free From by Format: % Value 2016-2021
Table 61 Forecast Sales of Free From by Category: Value 2021-2026
Table 62 Forecast Sales of Free From by Category: % Value Growth 2021-2026
FORTIFIED/FUNCTIONAL PACKAGED FOOD IN GREECE
KEY DATA FINDINGS
2021 DEVELOPMENTS
Declining value and volume sales in 2021
FF breakfast cereals account for most value sales
Added protein continues to register high growth
PROSPECTS AND OPPORTUNITIES
Muted growth over forecast period
Naturally healthy growing threat to fortified/functional
Local players expand ranges in FF dairy
CATEGORY DATA
Table 70 Sales of Fortified/Functional Packaged Food by Category: Value 2016-2021
Table 71 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2016-2021
Table 72 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2016-2021
Table 73 Key Functional Ingredients in Fortified/Functional Bread: % Value 2016-2021
Table 74 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2016-2021
Table 75 Key Functional Ingredients in Fortified/Functional Milk: % Value 2016-2021
Table 76 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2016-2021
Table 77 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2017-2021
Table 78 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2018-2021
Table 79 LBN Brand Shares of Fortified/Functional Bread: % Value 2018-2021
Table 80 Distribution of Fortified/Functional Packaged Food by Format: % Value 2016-2021
Table 81 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2021-2026
Table 82 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2021-2026
NATURALLY HEALTHY PACKAGED FOOD IN GREECE
KEY DATA FINDINGS
2021 DEVELOPMENTS
Naturally healthy increasingly resonating with Greek consumers
Greece benefits from wealth of unique naturally healthy ingredients which are key to product development
More niche products registering higher growth
PROSPECTS AND OPPORTUNITIES
Consumers avoid overly processed foods to the benefit of naturally healthy
Edible cannabis gaining traction
Naturally healthy benefits from being more affordable than many other health and wellness products
CATEGORY DATA
Table 63 Sales of NH Packaged Food by Category: Value 2016-2021
Table 64 Sales of NH Packaged Food by Category: % Value Growth 2016-2021
Table 65 NBO Company Shares of NH Packaged Food: % Value 2017-2021
Table 66 LBN Brand Shares of NH Packaged Food: % Value 2018-2021
Table 67 Distribution of NH Packaged Food by Format: % Value 2016-2021
Table 68 Forecast Sales of NH Packaged Food by Category: Value 2021-2026
Table 69 Forecast Sales of NH Packaged Food by Category: % Value Growth 2021-2026
ORGANIC PACKAGED FOOD IN GREECE
KEY DATA FINDINGS
2021 DEVELOPMENTS
Organic continues to struggle
Organic dairy dominates
Chocolate confectionery most dynamic
PROSPECTS AND OPPORTUNITIES
Moderate growth over forecast period
High prices dampen volume growth
Potential for growth of organic from local produce
CATEGORY DATA
Table 83 Sales of Organic Packaged Food by Category: Value 2016-2021
Table 84 Sales of Organic Packaged Food by Category: % Value Growth 2016-2021
Table 85 NBO Company Shares of Organic Packaged Food: % Value 2017-2021
Table 86 LBN Brand Shares of Organic Packaged Food: % Value 2018-2021
Table 87 Distribution of Organic Packaged Food by Format: % Value 2016-2021
Table 88 Forecast Sales of Organic Packaged Food by Category: Value 2021-2026
Table 89 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2021-2026
