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Health and Wellness in Greece

Publisher Euromonitor International
Published Jan 16, 2026
Length 61 Pages
SKU # EP20773178

Description

In 2024, Greek consumers were increasingly choosing plant-based, high protein, and multifunctional products across packaged food and drink, driven by health, satiety, digestive benefits, and ethical considerations. Sugar reduction remained a key priority, with no sugar or low sugar claims expanding, even in indulgent categories like chocolate, crisps, and soft drinks. Natural and organic products also rose in importance, offering perceived health benefits, authenticity, and trust through minimal...

Euromonitor International's Health and Wellness in Greece report tracks the developments of health-associated product types and the healthy-option positioning of competing brands across different food sectors. It provides the latest retail sales data 2021-2025, allowing you to compare health and wellness categories with each other or in the context of the total market for a sector. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market- be they new product developments, legislative context or lifestyle influences. Forecasts to 2030 illustrate how the market is set to change.

Product coverage: HW Cooking Ingredients and Meals, HW Dairy Products and Alternatives, HW Hot Drinks, HW Snacks, HW Soft Drinks, HW Staple Foods.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Health and Wellness 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.

Table of Contents

61 Pages
Health and Wellness in Greece
Euromonitor International
January 2026
List Of Contents And Tables
HEALTH AND WELLNESS IN GREECE
EXECUTIVE SUMMARY
Health-driven consumers embrace plant-based, no sugar and natural claims
INDUSTRY PERFORMANCE
Plant-based, high protein, and multifunctional nutrition choices rise
Natural and organic products build trust and offer perceived health benefits
WHAT’S NEXT
Health claims are set to drive growth and innovation across packaged food and drinks in Greece
COUNTRY REPORTS DISCLAIMER
HW HOT DRINKS IN GREECE
KEY DATA FINDINGS
2024 DEVELOPMENTS
Health trends drive shifts in hot drinks while prices limit growth in 2024
INDUSTRY PERFORMANCE
Health-driven shifts reshape hot drinks consumption in Greece in 2024
The natural claim remains strong despite sales decline in 2024 driven by higher prices
Sales of no caffeine coffee are driven by specific health and wellness needs
WHAT’S NEXT
Vegan and plant-based hot drinks are set to drive growth over the forecast period
Natural hot drinks are set to return to growth, driven by health and clean label demand
Limited growth prospects for no caffeine coffee due to strong Greek coffee culture
CATEGORY DATA
Table 1 Sales of Hot Drinks by Health and Wellness Type: Value 2020-2024
Table 2 Sales of Hot Drinks by Health and Wellness Type: % Value Growth 2020-2024
Table 3 Company Shares of Organic Hot Drinks (Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 4 Company Shares of Natural Hot Drinks (2nd Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 5 Company Shares of Gluten Free Hot Drinks (3rd Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 6 Company Shares of Good Source of Vitamins Hot Drinks (4th Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 7 Company Shares of No Allergens Hot Drinks (5th Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 8 Forecast Sales of Hot Drinks by Health and Wellness Type: Value 2024-2029
Table 9 Forecast Sales of Hot Drinks by Health and Wellness Type: % Value Growth 2024-2029
COUNTRY REPORTS DISCLAIMER
HW SOFT DRINKS IN GREECE
KEY DATA FINDINGS
2024 DEVELOPMENTS
No sugar and natural soft drinks support health driven growth in 2024
INDUSTRY PERFORMANCE
Health and wellness claims continue to influence buying habits in 2024
The natural claim continues to appeal to consumers looking for minimal processing, and the absence of artificial additives
No sugar products drive innovation and shifting consumption pattern
WHAT’S NEXT
Health and wellness claims are set to drive growth and innovation in soft drinks
The natural claim is set to gain traction as consumers prioritise health and transparency
Innovation will continue to be focused on no sugar products across the forecast period
CATEGORY DATA
Table 10 Sales of Soft Drinks by Health and Wellness Type: Value 2020-2024
Table 11 Sales of Soft Drinks by Health and Wellness Type: % Value Growth 2020-2024
Table 12 Company Shares of No Sugar Soft Drinks (Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 13 Company Shares of Energy Boosting Soft Drinks (2nd Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 14 Company Shares of Natural Soft Drinks (3rd Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 15 Company Shares of Good Source of Vitamins Soft Drinks (4th Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 16 Company Shares of Gluten Free Soft Drinks (5th Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 17 Forecast Sales of Soft Drinks by Health and Wellness Type: Value 2024-2029
Table 18 Forecast Sales of Soft Drinks by Health and Wellness Type: % Value Growth 2024-2029
COUNTRY REPORTS DISCLAIMER
HW SNACKS IN GREECE
KEY DATA FINDINGS
2024 DEVELOPMENTS
Health and wellness claims support innovation in snacks in Greece in 2024
INDUSTRY PERFORMANCE
Growing health consciousness drives innovation and sustainability in snacks in Greece
High fibre snacks meet the growing demand for digestive health and balanced diets
No added sugar products gain momentum amid health-conscious consumer trends
WHAT’S NEXT
Health and wellness claims will support sales of snacks across the forecast period
Rising awareness of gut health is set to support demand for high fibre snacks
No added sugar snacks will gain momentum as consumers seek healthier, guilt free indulgence
CATEGORY DATA
Table 19 Sales of Snacks by Health and Wellness Type: Value 2020-2024
Table 20 Sales of Snacks by Health and Wellness Type: % Value Growth 2020-2024
Table 21 Company Shares of Gluten Free Snacks (Biggest HW Type in Global Snacks): % Value 2020-2024
Table 22 Company Shares of Vegetarian Snacks (2nd Biggest HW Type in Global Snacks): % Value 2020-2024
Table 23 Company Shares of Organic Snacks (3rd Biggest HW Type in Global Snacks): % Value 2020-2024
Table 24 Company Shares of Vegan Snacks (4th Biggest HW Type in Global Snacks): % Value 2020-2024
Table 25 Company Shares of No Allergens Snacks (5th Biggest HW Type in Global Snacks): % Value 2020-2024
Table 26 Forecast Sales of Snacks by Health and Wellness Type: Value 2024-2029
Table 27 Forecast Sales of Snacks by Health and Wellness Type: % Value Growth 2024-2029
COUNTRY REPORTS DISCLAIMER
HW DAIRY PRODUCTS AND ALTERNATIVES IN GREECE
KEY DATA FINDINGS
2024 DEVELOPMENTS
Fortified/functional and low fat claims drive sales in Greek dairy products and alternatives
INDUSTRY PERFORMANCE
Plant-based, high protein and fortified/functional claims drive innovation in dairy products and alternatives in 2024
Low fat positioning gains momentum as brands reformulate milk, cheese and plant-based alternatives
Calcium rich positioning strengthens sales of dairy, especially yoghurt and kefir, in 2024
WHAT’S NEXT
High protein, probiotic and organic claims are set to drive growth across the forecast period
The low fat claim is expected to continue developing, with new launches in milk and yoghurt
Calcium enrichment and mineral fortification is set to support innovation in dairy products and alternatives
CATEGORY DATA
Table 28 Sales of Dairy Products and Alternatives by Health and Wellness Type: Value 2020-2024
Table 29 Sales of Dairy Products and Alternatives by Health and Wellness Type: % Value Growth 2020-2024
Table 30 Company Shares of Organic Dairy Products and Alternatives (Biggest HW Type in Global Dairy Products and Alternatives): % Value 2020-2024
Table 31 Company Shares of Good Source of Minerals Dairy Products and Alternatives (2nd Biggest HW Type in Global Dairy Products and Alternatives): % V
Table 32 Company Shares of Gluten Free Dairy Products and Alternatives (3rd Biggest HW Type in Global Dairy Products and Alternatives): % Value 2020-20
Table 33 Company Shares of Lactose Free Dairy Products and Alternatives (4th Biggest HW Type in Global Dairy Products and Alternatives): % Value 2020-2
Table 34 Company Shares of Low Fat Dairy Products and Alternatives (5th Biggest HW Type in Global Dairy Products and Alternatives): % Value 2020-2024
Table 35 Forecast Sales of Dairy Products and Alternatives by Health and Wellness Type: Value 2024-2029
Table 36 Forecast Sales of Dairy Products and Alternatives by Health and Wellness Type: % Value Growth 2024-2029
COUNTRY REPORTS DISCLAIMER
HW COOKING INGREDIENTS AND MEALS IN GREECE
KEY DATA FINDINGS
2024 DEVELOPMENTS
Sugar reduction, natural claims and organic options support sales of cooking ingredients and meals
INDUSTRY PERFORMANCE
Ongoing health and wellness trends drive innovation and support health claims in Greece
The natural claim supports consumer perceptions of quality and authenticity
Organic claims drive consumer trust and growth across cooking ingredients and meals
WHAT’S NEXT
Health and wellness claims are set to support product innovation across the forecast period
The natural claim is set to drive both innovation and sustainability across cooking ingredients and meals
Organic and gluten free claims are set to expand, supported by rising health awareness
CATEGORY DATA
Table 37 Sales of Cooking Ingredients and Meals by Health and Wellness Type: Value 2020-2024
Table 38 Sales of Cooking Ingredients and Meals by Health and Wellness Type: % Value Growth 2020-2024
Table 39 Company Shares of Organic Cooking Ingredients and Meals (Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 40 Company Shares of Gluten Free Cooking Ingredients and Meals (2nd Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 41 Company Shares of Vegetarian Cooking Ingredients and Meals (3rd Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 42 Company Shares of Vegan Cooking Ingredients and Meals (4th Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 43 Company Shares of Natural Cooking Ingredients and Meals (5th Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 44 Forecast Sales of Cooking Ingredients and Meals by Health and Wellness Type: Value 2024-2029
Table 45 Forecast Sales of Cooking Ingredients and Meals by Health and Wellness Type: % Value Growth 2024-2029
COUNTRY REPORTS DISCLAIMER
HW STAPLE FOODS IN GREECE
KEY DATA FINDINGS
2024 DEVELOPMENTS
Rising health awareness and busy lifestyles fuel demand for high fibre and gluten free claims
INDUSTRY PERFORMANCE
Health and wellness trends drive innovation and growth in Greek staple foods in 2024
Consumers reach for the high fibre claim to support digest and overall health
Gluten free evolves from dietary necessity to a health and wellness lifestyle choice
WHAT’S NEXT
Busy lifestyles are set to support demand for fortified/functional and free-from staple foods
High fibre claims are expected to gain momentum, supported by interest in gut health
Rising gluten intolerance supports wider adoption of gluten free claims across food categories
CATEGORY DATA
Table 46 Sales of Staple Foods by Health and Wellness Type: Value 2020-2024
Table 47 Sales of Staple Foods by Health and Wellness Type: % Value Growth 2020-2024
Table 48 Company Shares of Gluten Free Staple Foods (Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 49 Company Shares of Organic Staple Foods (2nd Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 50 Company Shares of High Fibre Staple Foods (3rd Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 51 Company Shares of Vegetarian Staple Foods (4th Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 52 Company Shares of No Allergens Staple Foods (5th Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 53 Forecast Sales of Staple Foods by Health and Wellness Type: Value 2024-2029
Table 54 Forecast Sales of Staple Foods by Health and Wellness Type: % Value Growth 2024-2029
COUNTRY REPORTS DISCLAIMER

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