Health And Wellness - Beverages in Greece
1. INTRODUCTION
2. EXECUTIVE SUMMARY
Health sensitivity trends boost demand for HW products in Greece HW soft drinks is mainly represented by fruit/vegetable juice products Availability and demand for organic products remain low but are growing HW hot drinks benefit from greater health awareness Future looks promising for both HW soft drinks and hot drinks
3. MARKET BACKGROUND
3.1 Legislation
National legislation Labelling Food Additive Regulations Organic food Genetically-modified food products Functional food Reduced calorie level Low carbohydrate EU Legislation EU organic logo The EU Novel Foods Committee Fragmented regulation of functional foods Nutrition and health claims Concordance of fortification legislation 3.2 Lifestyles
3.3 Beverages Consumption Habits
New and enhanced health and wellness products drive sales of soft drinks Coffee leads in sales of hot drinks and HW coffee''s presence in Greece grows Tea and other hot drinks benefit from health sensitivity trends 3.4 Obesity Rates
Urban population is more conscious of body fat 3.5 Health and Wellness Drinks On-trade
4. HEALTH AND WELLNESS SOFT DRINKS SALES
4.1 Market Performance
2005 headlines Growing presence of private label products forces a decline in retail value growth of HW soft drinks HW product development expands in fruit/vegetable juice, stays limited in other soft drinks categories Sports drinks and energy drinks present the highest rates of value growth
Table 1 Retail Sales of Soft Drinks by Health and Wellness Category: Value 2002-2005
Table 2 Retail Sales of Soft Drinks by Health and Wellness Category: % Value Growth 2002-2005
4.2 Key Trends and Developments
New product categories will drive the market Penetration of organic products will continue to increase 4.3 Key Functional Ingredients
4.4 Retail Distribution
Retail distribution trends 4.5 Retailer Activity and Private Label Trends
Retailer activity Private label trends 4.6 Forecast Market Performance
Forecast headlines Future looks promising for HW soft drinks Growth of HW soft drinks will continue present trends Energy drinks is expected to show the highest value growth in HW soft drinks
Table 3 Forecast Retail Sales of Soft Drinks by Health and Wellness Category: Value 2005-2010
Table 4 Forecast Retail Sales of Soft Drinks by Health and Wellness Category: % Value Growth 2005-2010
5. CARBONATES
5.1 Carbonates by Health and Wellness Category
2005 headlines Off-trade value sales of HW carbonates decrease significantly in 2005 Health trend negatively impacts consumption of carbonates BFY reduced sugar cola carbonates suffer a dramatic decline in value sales in 2005 Coca-Cola Light dominates BFY reduced sugar carbonates BFY reduced sugar carbonates dominates HW carbonates Forecast performance
Table 5 Retail Sales of Carbonates by Health and Wellness Category: Value 2002-2005
Table 6 Retail Sales of Carbonates by Health and Wellness Category: % Value Growth 2002-2005
Table 7 Forecast Retail Sales of Carbonates by Health and Wellness Category: Value 2005-2010
Table 8 Forecast Retail Sales of Carbonates by Health and Wellness Category: % Value Growth 2005-2010
5.2 Company and Brand Analysis
Coca-Cola HBC SA dominates HW carbonates PepsiCo IVI is a distant second in HW carbonates
Summary 1 Health and Wellness Carbonates: Major Players 2004/2005
Table 9 Cola carbonates - BFY Reduced sugar: Brand Rankings 2005
Table 10 Non-cola carbonates - BFY Reduced sugar: Brand Rankings 2005
5.3 New Product Developments
5.4 Pricing Strategies
Summary 2 Pricing: Standard vs HW Carbonates 2005
6. FRUIT/VEGETABLE JUICE
6.1 Fruit/Vegetable Juice by Health and Wellness Category
2005 headlines HW fruit/vegetable juice continues growth trend in 2005 Organic fruit/vegetable juice achieves the highest value growth in 2005 Fortified/functional juices present impressive rates of growth Coca-Cola HBC''s Amita Motion continues to lead in fortified/functional fruit/vegetable juice Naturally healthy juices dominate HW fruit/vegetable juice Sales of HW juice drinks respond to new product introductions Forecast performance
Table 11 Retail Sales of Fruit/Vegetable Juice by Health and Wellness Category: Value 2002-2005
Table 12 Retail Sales of Fruit/Vegetable Juice by Health and Wellness Category: % Value Growth 2002-2005
Table 13 Forecast Retail Sales of Fruit/Vegetable Juice by Health and Wellness Category: Value 2005-2010
Table 14 Forecast Retail Sales of Fruit/Vegetable Juice by Health and Wellness Category: % Value Growth 2005-2010
6.2 Company and Brand Analysis
Summary 3 Health and Wellness Fruit/Vegetable Juice: Major Players 2004/2005
Table 15 100% juice - Fortified/functional: Brand Rankings 2005
Table 16 NH 100% juice: Brand Rankings 2005
Table 17 Juice drinks (up to 24% juice) - Fortified/functional: Brand Rankings 2005
6.3 Key Functional Ingredients
6.4 New Product Developments
Summary 4 Health and Wellness Fruit/Vegetable Juice: New Product Launches 2004/2005
6.5 Pricing Strategies
Summary 5 Pricing: Standard vs HW Fruit/Vegetable Juice 2005
7. BOTTLED WATER
7.1 Bottled Water by Health and Wellness Category
2005 headlines HW bottled water and bottled water overall sustain strong sales growth over the review period Still bottled water continues to dominate NH natural mineral water outperforms NH spring water ZAGORI natural mineral water leads sales of NH bottled water Forecast performance
Table 18 Retail Sales of Bottled Water by Health and Wellness Category: Value 2002-2005
Table 19 Retail Sales of Bottled Water by Health and Wellness Category: % Value Growth 2002-2005
Table 20 Forecast Retail Sales of Bottled Water by Health and Wellness Category: Value 2005-2010
Table 21 Forecast Retail Sales of Bottled Water by Health and Wellness Category: % Value Growth 2005-2010
7.2 Company and Brand Analysis
HW bottled water is highly competitive
Summary 6 Health and Wellness Bottled Water: Major Players 2004/2005
Table 22 NH Natural mineral water - Still: Brand Rankings 2005
Table 23 NH Spring water - Still: Brand Rankings 2005
Table 24 NH Natural mineral water - Carbonated: Brand Rankings 2005
Table 25 NH Spring water - Carbonated: Brand Rankings 2005
7.3 New Product Developments
Summary 7 HW Bottled Water: New Product Launches 2004/2005
7.4 Pricing Strategies
Summary 8 Pricing: Standard vs HW Bottled Water 2005
8. SOFT DRINKS SECTOR SUMMARIES
8.1 Sports Drinks
More active lifestyles lead to increased sales of sports drinks Lucozade loses its lead while Powerade gains share Sports drinks likely to see continued sales growth
Table 26 Retail Sales of Sports Drinks: Value 2002-2005
Table 27 Retail Sales of Sports Drinks: % Value Growth 2002-2005
Table 28 Forecast Retail Sales of Sports Drinks by: Value 2005-2010
Table 29 Forecast Retail Sales of Sports Drinks by: % Value Growth 2005-2010
Table 30 Sports drinks - Fortified/functional: Brand Rankings 2005
Summary 9 Health and Wellness Sports Drinks: New Product Launches 2004/2005
8.2 Energy Drinks
Building from a low base, energy drinks show impressive growth Red Bull dominates energy drinks market Companies begin to focus on energy drinks as future growth-drivers
Table 31 Retail Sales of Energy Drinks: Value 2002-2005
Table 32 Retail Sales of Energy Drinks: % Value Growth 2002-2005
Table 33 Forecast Retail Sales of Energy Drinks: Value 2005-2010
Table 34 Forecast Retail Sales of Energy Drinks: % Value Growth 2005-2010
Table 35 Energy drinks - Fortified/functional: Brand Rankings 2005
8.3 Concentrates
Concentrates suffers a drop in sales in 2005 as the beginning of a downward trend Concentrates faces an uncertain future
Table 36 Retail Sales of Concentrates by Health and Wellness Category: Value 2002-2005
Table 37 Retail Sales of Concentrates by Health and Wellness Category: % Value Growth 2002-2005
Table 38 Forecast Retail Sales of Concentrates by Health and Wellness Category: Value 2005-2010
Table 39 Forecast Retail Sales of Concentrates by Health and Wellness Category: % Value Growth 2005-2010
Table 40 Concentrates - Fortified/functional: Brand Rankings 2005
8.4 RTD Tea
HW RTD tea fails to follow RTD tea''s growth trend Pepsi-Lipton continues its dominance in RTD tea RTD tea sales to enjoy robust growth; HW RTD tea awaits further product development
Table 41 Retail Sales of RTD Tea by Health and Wellness Category: Value 2002-2005
Table 42 Retail Sales of RTD Tea by Health and Wellness Category: % Value Growth 2002-2005
Table 43 Forecast Retail Sales of RTD Tea by Health and Wellness Category: Value 2005-2010
Table 44 Forecast Retail Sales of RTD Tea by Health and Wellness Category: % Value Growth 2005-2010
Table 45 RTD tea - Fortified/functional: Brand Rankings 2005
Table 46 RTD tea - BFY Reduced sugar: Brand Rankings 2005
9. HEALTH AND WELLNESS HOT DRINKS SALES
9.1 Market Performance
2005 headlines Sales growth of HW hot drinks continues Fortified/functional and BFY dominate HW hot drinks HW other hot drinks remains the largest contributor to HW hot drinks in terms of value sales
Table 47 Retail Sales of Hot Drinks by Health and Wellness Category: Value 2002-2005
Table 48 Retail Sales of Hot Drinks by Health and Wellness Category: % Value Growth 2002-2005
9.2 Key Trends and Developments
9.3 Key Functional Ingredients
9.4 Retail Distribution
Retail distribution trends 9.5 Retailer Activity and Private Label Trends
Retailer activity Private label trends 9.6 Forecast Market Performance
Forecast headlines HW hot drinks expected to see significant growth in the forecast period Fortified/functional and BFY hot drinks will continue to lead sales
Table 49 Forecast Retail Sales of Hot Drinks by Health and Wellness Category: Value 2005-2010
Table 50 Forecast Retail Sales of Hot Drinks by Health and Wellness Category: % Value Growth 2005-2010
10. COFFEE
10.1 Coffee by Health and Wellness Category
2005 headlines Strong growth trend of HW coffee continues in 2005 HW fresh coffee shows significant value growth as a result of higher prices HW instant coffee remains the largest contributor to HW coffee sales BFY reduced caffeine (decaffeinated) coffee products dominate HW coffee Nescaf Classic is the most popular decaffeinated coffee brand Forecast performance
Table 51 Retail Sales of Coffee by Health and Wellness Category: Value 2002-2005
Table 52 Retail Sales of Coffee by Health and Wellness Category: % Value Growth 2002-2005
Table 53 Forecast Retail Sales of Coffee by Health and Wellness Category: Value 2005-2010
Table 54 Forecast Retail Sales of Coffee by Health and Wellness Category: % Value Growth 2005-2010
10.2 Company and Brand Analysis
Summary 10 Health and Wellness Coffee: Major Players 2004/2005
Table 55 Fresh coffee - BFY Reduced caffeine: Brand Rankings 2005
Table 56 Instant coffee - BFY Reduced caffeine: Brand Rankings 2005
10.3 New Product Developments
10.4 Pricing Strategies
Summary 11 Pricing: Standard vs HW Coffee 2005
11. TEA
11.1 Tea by Health and Wellness Category
2005 headlines Retail value sales of HW tea increase significantly in 2005, continuing its growth trend Growing popularity of green tea due to health benefits Organic tea becoming fashionable Forecast performance
Table 57 Retail Sales of Tea by Health and Wellness Category: Value 2002-2005
Table 58 Retail Sales of Tea by Health and Wellness Category: % Value Growth 2002-2005
Table 59 Forecast Retail Sales of Tea by Health and Wellness Category: Value 2005-2010
Table 60 Forecast Retail Sales of Tea by Health and Wellness Category: % Value Growth 2005-2010
11.2 Company and Brand Analysis
Summary 12 Health and Wellness Tea: Major Players 2004/2005
Table 61 NH Green Tea: Brand Rankings 2005
Table 62 NH Herbal tea: Brand Rankings 2005
11.3 New Product Developments
Summary 13 Health and Wellness Tea: New Product Launches 2004/2005
11.4 Pricing Strategies
Summary 14 Pricing: Standard vs HW Tea 2005
12. OTHER HOT DRINKS
12.1 Other Hot Drinks by Health and Wellness Category
2005 headlines Sales growth of HW other hot drinks continues in 2005 Fortified/functional is the largest HW category of other hot drinks BFY reduced sugar drinks showed the highest growth in HW other hot drinks Chocolate-based flavoured powder drinks dominates HW other hot drinks The launch of non-chocolate-based flavoured powder drinks boosts HW sales Forecast performance
Table 63 Retail Sales of Other Hot Drinks by Health and Wellness Category: Value 2002-2005
Table 64 Retail Sales of Other Hot Drinks by Health and Wellness Category: % Value Growth 2002-2005
Table 65 Forecast Retail Sales of Other Hot Drinks by Health and Wellness Category: Value 2005-2010
Table 66 Forecast Retail Sales of Other Hot Drinks by Health and Wellness Category: % Value Growth 2005-2010
12.2 Company and Brand Analysis
Summary 15 Health and Wellness Other Hot Drinks: Major Players 2004/2005
Table 67 Chocolate-based flavoured powder drinks - Fortified/functional: Brand Rankings 2005
Table 68 Chocolate-based flavoured powder drinks - BFY Reduced sugar: Brand Rankings 2005
Table 69 Non-chocolate-based flavoured powder drinks - Fortified/functional: Brand Rankings 2005
Table 70 Malt-based hot drinks - Fortified/functional: Brand Rankings 2005
12.3 Key Functional Ingredients
12.4 New Product Developments
12.5 Pricing Strategies
Summary 16 Pricing: Standard vs HW Other Hot Drinks 2005
