Summary

The market for baby food in Greece rose strongly between 2006 and 2008, but since then has been very adversely affected by the downturn in the number of births and the economic situation In total, Canadean estimates that the market has fallen by 22.2% since 2009 in volume terms. - The majority of this decline occurring in 2015. A traditional approach to food preparation still prevails, although prior to the economic crisis there had been a clear move towards the purchase of convenience foods. Price has become a major purchasing criterion as a result of shrinking household incomes.



Key Findings

- The infant population aged 0-3 years has declined significantly in recent years, as both the number of babies born and crude birth rate have dropped.



- The decline in the number of births, allied to the economic crisis, brought about a corresponding drop in consumption. Overall consumption fell by 15.3% between 2009 and 2015.



- Multinationals dominate all sectors of the market. The top three - Danone, FrieslandCampina and Nestlé - account for a combined 90% of value sales. Danone is the clear market leader with a 40.5% share of value in 2015.



- The most important channel for the sale of baby food in Greece is grocery stores, this type of outlet taking 56.3% of overall baby food sales. However, for milks sales pharmacies have proved to be the most important distribution point, with 57% of baby milks sold via this type of outlet.



Synopsis

“Baby Food in Greece” is an analytical report by Canadean which provides extensive and highly detailed current and future market trends in the Greece market.



What else does this report offer?



- Consumption data based upon a unique combination of industry research, fieldwork, market sizing work and our in-house expertise to offer extensive data about the trends and dynamics affecting the industry.



- Detailed profile of the companies operating and new companies considering entry in the industry along with their key focus product sectors.



- Market profile of the various product sectors with the key features and developments, segmentation, per capita trends and the various manufacturers and brands.



- Overview of baby food retailing with a mention of the major retailers in the country along with the distribution channel.



- Future projections considering various trends which are likely to affect the industry.



Reasons To Buy

- Evaluate important changes in consumer behavior and identify profitable markets and areas for product innovation.



- Analyse current and forecast behavior trends in each category to identify the best opportunities to exploit.



- Detailed understanding of consumption by individual product categories in order to align your sales and marketing efforts with the latest trends in the market.



- Investigates which categories are performing the best and how this is changing market dynamics.







Table Of Contents

Introduction

Executive summary

Definitions



Background to the Market

Birth and population trends

The baby population

The consumer

Socio-demographic trends

Working women

Breastfeeding trends

Economic crisis



Market Overview

Key features and developments

Market value and volume

Manufacturers shares

The future



Sector Analysis

Baby milks

Baby cereals

Baby meals and others



Production and trade

Production

Imports

Exports



Company profiles

Introduction

Danone

FrieslandCampina Hellas

Nestle Hellas SA

Yiotis SA

Other manufacturers



Distribution

Retail structure

Baby food retailing



Economic background

Political and economic background

Economic indicators

Key macro-economic forecasts



Prospects and forecasts

Birth and population projections

Forecast overview

Future trends



Appendix

Additional data tables

Summary methodology

About Canadean

List Of Tables

Table 1: Birth and Population Trends, 2005-2015

Table 2: Live Births by City and Province, 2011-2014

Table 3: Marriage and Divorce Trends, 1995-2014

Table 4: Composition of Live Births by Age Group of Mothers, %, 2006-2014

Table 5: Number of Working Women, 2008-2015

Table 6: Economically Active Women by Age Group, 2011 and 2015

Table 7: Breastfeeding Rates, % of Mothers Breastfeeding,2001

Table 8: Breastfeeding Rates, % of Mothers Breastfeeding,2001

Table 9: Market Size, 2015, and Growth Rates, 2009-2015

Table 10: Baby Food: Manufacturer Shares, Value, %, 2008-2015

Table 11: Baby Food: Manufacturer Shares by Sector, %, 2015

Table 12: Projected Market Size, 2021, and Growth Rates, 2015-2021

Table 13: Baby Milks: Segmentation by Type, Volume, 2010-2015

Table 14: Baby Milks: Brand Price Positioning Analysis, 2016

Table 15: Baby Milks: Manufacturer Shares, Value and Volume, %, 2008-2015

Table 16: Sales of Baby Cereals by Type, Value and Volume, %, 2010-2014

Table 17: Baby Cereals and Dry Meals: Manufacturer Shares, Value and Volume, %, 2008-2015

Table 18: Baby Meals and Others: Manufacturer Shares, Value and Volume, %, 2008-2015

Table 19: Numil Hellas: Sales and Profit Trends, 2008-2014

Table 20: Nestle Hellas SA: Sales and Profit Trends, 2010-2014

Table 21: Packaged Food Sales by Channel, € Million, 2009-2015

Table 22: Retail Distribution of Baby Food by Outlet Channel, Volume, % 2011

Table 23: Economic Indicators, 2009-2015

Table 24: Key Macro-Economic Forecasts 2015-2021

Table 25: Birth and Population Projections, 2009-2021

Table 26: Baby Population, Number of Babies ('000), 2005-2021

Table 27: Baby Food: Market Value, Current Prices, 2009-2015

Table 28: Baby Food: Market Value, Constant Prices, 2009-2015

Table 29: Baby Food: Market Value, US$ Million, 2009-2015

Table 30: Baby Food: Market Volume, Tonnes, 2009-2015

Table 31: Baby Food: Per Capita Expenditure, Current Prices, 2009-2015

Table 32: Baby Food: Per Capita Expenditure, Constant Prices, 2009-2015

Table 33: Baby Food: Per Capita Expenditure, US Dollars, 2009-2015

Table 34: Baby Food: Per Capita Consumption, Grams, 2009-2015

Table 35: Baby Milks: Sector Trends, 2009-2015

Table 36: Baby Milks: Segmentation by Type, Value, 2010-2015

Table 37: Baby Milks: Segmentation by Type, Volume, 2010-2015

Table 38: Baby Milks: Brand Price Analysis, 2016

Table 39: Baby Cereals and Dry Meals: Sector Trends, 2009-2015

Table 40: Baby Meals and Others: Sector Trends, 2009-2015

Table 41: Imports of Baby Food by Type, Volume (Tonnes), 2006-2015

Table 42: Imports of Baby Food by Type, Value (€ 000s), 2006-2015

Table 43: Imports of Milks and Cereals by Country of Origin, Tonnes, 2009-2015

Table 44: Imports of Milks and Cereals by Country of Origin, € 000s, 2009-2015

Table 45: Imports of Other Baby Food by Country of Origin, Tonnes, 2009-2015

Table 46: Imports of Other Baby Food by Country of Origin, € 000s, 2009-2015

Table 47: Exports of Baby Food by Type, Volume, 2006-2015

Table 48: Exports of Baby Food by Type, Value, 2006-2015

Table 49: Exports of Milks and Cereals by Country of Destination, Tonnes, 2009-2015

Table 50: Exports of Baby Food by Type, Volume, 2006-2015

Table 51: Exports of Baby Food by Type, Value, 2006-2015

Table 52: Exports of Milks and Cereals by Country of Destination, Tonnes, 2009-2015

Table 53: Exports of Milks and Cereals by Country of Destination, € '000, 2009-2015

Table 54: Exports of Other Baby Food by Country of Destination, Tonnes, 2009-2015

Table 55: Exports of Other Baby Food by Country of Destination, € '000, 2009-2015

Table 56: Baby Food: Market Value Forecasts, Current Prices, 2015-2021

Table 57: Baby Food: Market Value Forecasts, Constant Prices, 2015-2021

Table 58: Baby Food: Market Value Forecasts, US Dollar Million, 2015-2021

Table 59: Baby Food: Market Volume Forecasts, Tonnes, 2015-2021

Table 60: Baby Food: Per Capita Expenditure, Current Prices, 2015-2021

Table 61: Baby Food: Per Capita Expenditure, Constant Prices, 2015-2021

Table 62: Baby Food: Per Capita Expenditure, US Dollars, 2015-2021

Table 63: Baby Food: Per Capita Consumption, Grams, 2015-2021

List Of Figures

Figure 1: Baby Food: Market Size, 2009-2015

Figure 2: Baby Food: Market Segmentation, 2015

Figure 3: Baby Food: Per Capita, 2009-2015

Figure 4: Baby Food: Manufacturer Shares, Value, 2015

Figure 5: Baby Food: Manufacturer Shares by Sector, % value, 2015

Figure 6: Baby Milks: Sector Trends, 2009-2015

Figure 7: Baby Milks: Per Capita Expenditure and Consumption, 2009-2015

Figure 8: Baby Cereals and Dry Meals: Sector Trends, 2009-2015

Figure 9: Baby Cereals and Dry Meals: Per Capita Expenditure and Consumption, 2009-2015

Figure 10: Baby Meals and Others: Sector Trends, 2009-2015

Figure 11: Baby Meals and Others: Per Capita Expenditure and Consumption, 2009-2015

Figure 12: Milks and Cereals : Country of Origin, % Volume, Top Five, 2015

Figure 13: Milks and Cereals: Country of Destination, % Volume, Top Three, 2015

Figure 14: Baby Food: Manufacturer Shares, Value %, 2015

Figure 15: Baby Food: Manufacturer Shares, Volume %, 2015

Figure 16: Baby Food: Market Size, 2015-2021

Figure 17: Baby Food: Market Segmentation, 2021

Figure 18: Baby Food: Per Capita Consumption, 2015-2021



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