Soft Drinks - Greece

The Soft Drinks market in Greece has experienced significant growth in recent years, driven by changing consumer preferences, emerging trends, and local special circumstances.

Customer preferences: Greek consumers have shown a growing preference for healthier beverage options, leading to an increased demand for low-sugar and sugar-free soft drinks. This shift in consumer preferences can be attributed to a global trend towards healthier lifestyles and a greater awareness of the negative health effects of excessive sugar consumption. As a result, soft drink companies in Greece have introduced a wide range of low-sugar and sugar-free options to cater to this demand.

Trends in the market: One of the key trends in the Soft Drinks market in Greece is the rising popularity of natural and organic beverages. Consumers are increasingly seeking out products that are made with natural ingredients and free from artificial additives. This trend is driven by a desire for healthier and more sustainable options, as well as a growing interest in supporting local and environmentally-friendly businesses. Soft drink companies in Greece have responded to this trend by introducing a variety of natural and organic soft drinks, including fruit-infused waters, herbal teas, and plant-based sodas. Another trend in the market is the growing popularity of functional beverages. Greek consumers are increasingly looking for soft drinks that offer additional health benefits, such as improved digestion, increased energy, or enhanced cognitive function. This trend is influenced by a global interest in wellness and self-care, as well as a desire for convenience and on-the-go nutrition. Soft drink companies in Greece have capitalized on this trend by introducing functional beverages that contain ingredients such as probiotics, vitamins, and antioxidants.

Local special circumstances: Greece's warm climate and tourism industry have also played a role in shaping the Soft Drinks market. The country's hot summers and large number of tourists create a high demand for refreshing beverages, such as carbonated soft drinks, iced teas, and fruit juices. Soft drink companies in Greece have recognized this opportunity and have tailored their product offerings to cater to both locals and tourists.

Underlying macroeconomic factors: The Soft Drinks market in Greece has also been influenced by underlying macroeconomic factors. The country has faced economic challenges in recent years, leading to changes in consumer spending habits. As disposable incomes have been squeezed, consumers have become more price-conscious and are seeking out affordable soft drink options. This has led to an increase in private label and discount brands in the market, as well as a focus on value for money. In conclusion, the Soft Drinks market in Greece is evolving in response to changing consumer preferences, emerging trends, and local special circumstances. Greek consumers are increasingly seeking out healthier, natural, and functional soft drink options, while also considering price and convenience. Soft drink companies in Greece have adapted their product offerings to cater to these preferences and are capitalizing on the country's warm climate and tourism industry.

Data coverage:

The data encompasses B2C enterprises. The at-home market covers retail sales via super- and hypermarkets, eCommerce, convenience stores, or similar sales channels. The out-of-home data encompasses all sales to hotels, restaurants, catering, cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. Both the at-home and the out-of-home market are valued at retail selling prices including all sales and consumption taxes.

Modeling approach:

Market sizes are determined through a Top-Down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, national statistical offices, international institutions, trade associations, companies, the trade press, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, consumer spending (e.g. consumer spending on Non-Alcoholic Drinks, consumer spending at Hotels, Restaurants etc.), and price level index. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the exponential trend smoothing is well suited for forecasting the Non-Alcoholic Drinks market with a projected steady growth. The main drivers are GDP per capita and consumer spending per capita.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year.