Market Research Logo

The Baby Food Sector in Greece 2017

The Baby Food Sector in Greece 2017

Summary

The Baby Food Sector in Greece 2017, is an analytical report by GlobalData which provides extensive and highly detailed current and future market trends in the Greek market.

The decline in the number of births, allied to the economic crisis, has brought about a corresponding drop in the consumption of Baby Food in Greece. 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. The economy is expected to show slow but accelerating growth but any improvements will take some time to percolate through to the majority of the population. GlobalData estimates that the number of live births will continue to fall, seriously hampering any potential recovery of baby food sales. Between 2016 and 2022, total consumption is not expected to grow, although retail sales will see growth of just over 10%.

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 & developments, segmentation, per capita trends and the various manufacturers & 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
Scope
  • The decline in the number of births, allied to the economic crisis, has brought about a corresponding drop in consumption.
  • Per capita intake in 2016 stood at kg, the lowest rate in Western Europe, and has fallen by almost 8% between 2010 and 2017.
  • Milks form the largest category at 45% of volume, with growing-up milks gaining ground in a shrinking market. The decline in the number of births has depressed sales of first- and second-stage milks.
  • Exports fell to million in 2016. Cyprus was the only significant destination in milks & cereals, with Turkey the major market for other baby food.
  • Multinationals dominate all categories of the baby food sector. The top three - Danone, FrieslandCampina, and Nestlé -account for a combined 89% of value sales.
  • The most important channel for the sale of baby food in Greece is grocery stores, this type of outlet taking 56% of overall baby food sales.
  • GlobalData estimates that the number of live births will continue to fall over the next six years, a trend which will seriously hamper any potential recovery of baby food sales.
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.


  • Introduction
    • Executive Summary
    • Definitions: Categories
    • Definitions: Terminology
  • Background
    • Births — Live Birth Rates: The number of births continues to fall, reflecting a crude birth rate of only 8.5 in 2016
      • Table Birth & Population Trends, 2006–2016
    • Births — Birth Rates by Region: The Attica region, including Greater Athens, accounted for 37.4% of births in 2015
      • Table Live Births by City & Province, 2011–2015
    • Births — Birth Rates by Region: Birth rates are high in the major tourist areas such as Crete, the Dodecanese islands, and the Cyclades islands
      • Table Live Births by City & Province, 2011–2015, Cont'd..
    • The Consumer: Greek consumers are more mindful and spend a larger amount of their income on food compared to much of Europe
    • The Consumer: Baby food sales have not been immune from the general downturn in retail sales, and price reductions and special offers have abounded
    • Socio-demographic Trends — Family Structure: A very high 92% of babies are born to married couples or couples in a registered partnership
      • Table Marriage & Divorce Trends, 1995–2015
    • Socio-demographic Trends — Births by Age of Mother: Of births, 61% are now to women in their 30s
      • Table Composition of Live Births by Age Group of Mothers, %, 2006–2015
    • Working Women — Female Employment: The number of women in the workforce has fallen by 12.5% since 2010, although the total workforce has fallen by 14.7%
      • Table Female Employment Trends, 2010–2016
    • Working Women — By Age Group: Over half of women in the main childbearing and child-rearing age bracket (25-44) are in employment, but levels have dropped
      • Table Female Employment Trends, 2011 & 2016
    • Working Women — Legislation: Maternity leave provision stands at 17 weeks but additional periods of leave are possible
    • Regulations: In Greece, the regulatory framework for food & beverages is based on EU regulations and directives
    • Regulations: The International Code of Marketing of Breast-Milk Substitutes is not yet enshrined in Greek legislation
    • Breastfeeding Trends — Prevalence: Exclusive breastfeeding rates are low and drop off significantly as the baby ages
      • Table Breastfeeding Rates, % of Mothers Breastfeeding, 2001
      • Table Breastfeeding Rates in Six Months After Birth, 2009
    • Breastfeeding Trends — Prevalence: By six months 57% of mothers were using infant formula in 2009
      • Table Use of Infant Formula in First Six Months, 2009
  • Overview
    • Sector Overview: Consumption in the Greek baby food sector fell by 26% between 2010 and 2016 to 4,177 tons worth €69.8 million (US$77.5 million)
    • Sector Overview: Cereals & dry meals have fared better than other sectors — especially milks — in terms of volume sales
      • Table Sector Size, 2016, &Growth Rates, 2010–2016
    • Manufacturer Shares: The sector is dominated by three multinational suppliers, with Danone the clear leader
      • Table Baby Food: Manufacturer Shares by Category, %, 2016
    • Manufacturer Shares: Danone's position is due to leadership in the milks and cereals categories
      • Table Baby Food: Manufacturer Shares by Category, % Value, 2016
    • The Future: A continuing decline in the number of births will mean no growth in volume sales up to 2022
      • Table Baby Food: Manufacturer Shares by Category, %, 2016
  • Category Analysis
    • Category Analysis: Baby Milks
    • Baby Milks Category Trends: The milks category contracted significantly in volume and value terms between 2010 and 2016
    • Baby Milks Per Capita Trends: By the end of 2016 per capita consumption amounted to 20.5kg per baby, down 19% over the 2010 level
    • Baby Milks Segmentation: Third-stage milks have witnessed strong growth in recent years due in part to their lower price
    • Baby Milks Segmentation: The majority of sales are of products priced at between €20 and €36 per kg, but special dietary products can cost over €50 per kg
      • Table Baby Milks, Liquid: Brand Price Analysis, 2017
    • Baby Milks Segmentation: Premium-positioned formulae are priced at over €36 per kg
      • Table Baby Milks, Powder: Brand Price Analysis, 2017
    • Baby Milks Segmentation: Mid-priced infant formulae fall in the €21-36 per kg bracket
      • Table Baby Milks, Powder: Brand Price Analysis, 2017 (Cont…)
    • Baby Milks Segmentation: Many third-stage formulae retail at between €15 and €20 per kilogram
      • Table Baby Milks, Powder: Brand Price Analysis, 2017 (Cont…)
    • Baby Milks Manufacturer Shares: The top three players account for over 90% of category value with Danone taking half of this
      • Table Baby Milks: Manufacturer Shares, Value & Volume, %, 2010–2016
    • Baby Milks Manufacturers & Brands: Danone is the market leader in milks in terms of both volume and value
    • Category Analysis: Baby Cereals & Dry Meals
    • Baby Cereals & Dry Meals Category Trends: Consumption has proved fairly steady for the past two years
    • Baby Cereals & Dry Meals Per Capita Trends: Per capita intake has been fairly stable since 2012, at 21.4kg
    • Baby Cereals & Dry Meals Segmentation: Farines lactées account for half of all volume sales, and have been building share
      • Table Sales of Baby Cereals by Type, Value & Volume, %, 2010–2016
    • Baby Cereals & Dry Meals Segmentation: Nestlé's products tend to be at the top end of the market, as are organic products
      • Table Cereals & Dry Meals: Price Positioning, 2017
    • Baby Cereals & Dry Meals Manufacturers: The market is contested by three players —Danone, FrieslandCampina, and Nestlé —with a combined 82% of value sales
      • Table Baby Cereals & Dry Meals: Manufacturer Shares, Value & Volume, %, 2010–2016
    • Baby Cereals & Dry Meals Manufacturers & Brands: Yiotis, the only significant local manufacturer, is in fourth place
    • Category Analysis: Baby Meals & Others
    • Baby Meals & Others Category Trends: With sales still low, baby meals have faced a tough environment, which has seen sales decline
    • Baby Meals & Others Per Capita Trends: This is the only category that has seen an increase in per capita spending since 2010
    • Baby Meals & Others Segmentation: Jars remain dominant, but other formats are increasingly available
    • Baby Meals & Others Segmentation: Jars range in price from US$7 per kilogram to US$12-13 for organic products
      • Table Baby Meals & Others: Price Positioning, 2017
    • Baby Meals & Others Segmentation: Pouches are selling at a significant premium to products in jars or plastic cups
      • Table Baby Meals & Others: Price Positioning, 2017 (Cont…)
    • Baby Meals & Others Manufacturers & Brands Shares: Nestlé retains a dominant position in the meals segment despite growing activity by other suppliers
      • Table Baby Meals & Others: Manufacturer Shares, Value & Volume, %, 2010–2016
    • Baby Meals & Others Manufacturers & Brands Shares: Hipp and Danone are the principal operators in other baby food
  • Production and Trade
    • Production: There are a number of local companies involved in the baby food sector, while some multinationals also have production facilities in the country
    • Imports: The Netherlands is the leading source of baby food imports by volume, accounting for over 50% of milks & cereals imports
    • Exports: Cyprus is the only significant export destination for milks and cereals from Greece
  • Company Profiles
    • Company Profiles: The baby food market is dominated by multinational companies, with Danone holding a significant market lead
    • Company Profiles: Numil Hellas SA (Danone)
      • Table Market shares, 2016
    • Company Profiles: Numil Hellas SA (Danone)
      • Table Numil Hellas: Sales & Profit Trends, 2009–2015
    • Company Profiles: FrieslandCampina Hellas
      • Table Market shares, 2016
    • Company Profiles: FrieslandCampina Hellas
    • Company Profiles: Nestlé Hellas SA
      • Table Market shares, 2016
      • Table Nestlé Hellas SA: Sales & Profit Trends, 2010–2015
    • Company Profiles: Yiotis SA
      • Table Market shares, 2016
    • Company Profiles: Other Manufacturers
  • Distribution
    • Retail Structure: Large scale retailers accounted for the largest share of packaged food sales in Greece during 2016, at 55%
      • Table Packaged Food Sales by Channel, €Billion, 2010–2017
    • Baby Food Retailing: Most of the baby food bought in Greece is purchased from grocery stores
      • Table Retail Distribution of Baby Food by Outlet Channel, Volume, % 2011 and 2016
  • Economic Background
    • Economic Background: The economy was in almost continuous decline between 2010 and 2015, but improved marginally in 2016
      • Table Economic Indicators, 2010–2017
    • Key Macro-economic Forecasts: Real GDP growth may improve slightly over the next few years, although from a currently very low base
      • Table Key Macro-Economic Forecasts, 2016–2022
  • Prospects and Forecasts
    • Birth and Population Projections: The number of births is expected to continue to fall, lowering the birth rate to 8.4 per thousand population by 2022
      • Table Birth & Population Projections, 2010–2022
    • Forecast Overview: The baby food market is forecast to rise by 10.5% to €77.1 million in 2022, equivalent to growth of only 1.6% at constant 2016 prices
    • Consumer Attitudes: The baby population will continue to decline and per capita consumption is projected to rise by only 3.1% by 2022
  • Appendix
    • Appendix — The Baby Population: The baby population aged 0-3 years declined by 15.3% between 2006 and 2016, and is forecast to shrink by a further 3.1% by 2022
      • Table Baby Population, Number of Babies, `000, 2006–2022
    • Appendix — Sector Value: In 2016, the baby food sector amounted to €69.8 million —a 25% fall over the level in 2010
      • Table Baby Food: Sector Value, Current Prices, 2010–2016
    • Appendix — Sector Value: At constant prices, the overall baby food sector was down by 26% between 2010 and 2016
      • Table Baby Food: Sector Value, Constant Prices, 2010–2016
    • Appendix — Sector Value: Greece's baby food sector stood at US$77.5 million in 2016
      • Table Baby Food: Sector Value, US$ Million, 2010–2016
    • Appendix — Sector Volume: All categories recorded declines in consumption between 2010 and 2016
      • Table Baby Food: Sector Volume, Tons, 2010–2016
    • Appendix — Per Capita Expenditure: Per capita expenditure has fallen by 6% in current price terms since 2010
      • Table Baby Food: Per Capita Expenditure, Current Prices, 2010–2016
    • Appendix — Per Capita Expenditure: At constant prices, per capita expenditure has declined by 6.8% from 2010 to 2016
      • Table Baby Food: Per Capita Expenditure, Constant Prices, 2010–2016
    • Appendix — Per Capita Expenditure: Per capita expenditure on baby food fell to US$847 in 2016
      • Table Baby Food: Per Capita Expenditure, US$ Dollars Prices, 2010–2016
    • Appendix — Per Capita Consumption: Over the 2010 to 2016 period, per capita consumption fell by 7.4% to 45.7kg
      • Table Baby Food: Per Capita Consumption, Grams, 2010–2016
    • Appendix — Milks: The baby milks category has contracted in volume and value terms over the period, with the volume drop proving particularly sharp
      • Table Baby Milks: Category Trends, 2010–2016
    • Appendix — Milks: Third-stage milks have grown in importance due to greater manufacturer involvement and the decline in the number of newborns
      • Table Baby Milks: Segmentation, Value and Volume, 2010–2016
    • Appendix — Milks: Danone fields a wide range of milks positioned at all ends of the price spectrum
      • Table Baby Milks — Powder: Brand Price Analysis, 2017
    • Appendix — Milks: Frezyderm's products carry a medium-priced positioning
      • Table Baby Milks — Powder: Brand Price Analysis, 2017 (Cont…)
    • Appendix — Milks: FrieslandCampina positions its products at the economy end of the price spectrum
      • Table Baby Milks — Powder: Brand Price Analysis, 2017
    • Appendix — Milks: Nestlé markets a broad range of milks — priced from US$19.48 to US$58.16 per kg
      • Table Baby Milks — Powder: Brand Price Analysis, 2017 (Cont…)
    • Appendix — Milks: Most manufacturers supply a range of brands at varying price points
      • Table Baby Milks — Powder: Brand Price Analysis, 2017 (Cont…)
    • Appendix — Milks: Most Yiotis brands are positioned at the lower end of the market
      • Table Baby Milks — Powder: Brand Price Analysis, 2017 (Cont…)
    • Appendix — Milks: Liquid Milks retail at between US$1.78 and US$13.17 per liter
      • Table Baby Milks - Liquid : Brand Price Analysis, 2017
    • Appendix — Cereals & Dry Meals: Volumes have fallen at a lower rate than value
      • Table Baby Cereals & Dry Meals: Category Trends, 2010–2016
    • Appendix — Meals & Others: Value sales have held up better here than in milks and cereals but sales are nonetheless down by 10%
      • Table Baby Meals & Others: Category Trends, 2010–2016
    • Appendix — Imports: Imports of most types of baby food have fallen significantly in volume and value terms
      • Table Imports of Baby Food by Type, Volume, Tons, 2010–2016
      • Table Imports of Baby Food by Type, Value, €'000s, 2010–2016
    • Appendix — Imports: The Netherlands, Spain, and Germany are the leading sources of milks & cereals imports by volume
      • Table Imports of Milks & Cereals by Country of Origin, Tons, 2010–2016
    • Appendix — Imports: The Netherlands is also the leading source of milks & cereals imports by value
      • Table Imports of Milks & Cereals by Country of Origin, €'000s, 2010–2016
    • Appendix — Imports: Spain and Belgium head the rankings in terms of other baby food import volumes
      • Table Imports of Other Baby Food by Country of Origin, Tons, 2010–2016
    • Appendix — Imports: Spain accounts for over half of other baby food value imports
      • Table Imports of Other Baby Food by Country of Origin, €'000s, 2010–2016
    • Appendix — Exports: Exports expanded rapidly up to 2014, led by strong growth in sweet meals, but have subsequently declined steeply
      • Table Exports of Baby Food by Type, Volume, Tons, 2007–2016
      • Table Imports of Baby Food by Type, Value, €'000s, 2007–2016
    • Appendix — Exports: Cyprus is the only significant destination for exports of baby milks & cereals
      • Table Exports of Milks & Cereals by Country of Destination, Tons, 2010–2016
    • Appendix — Exports: Cyprus is even more important as a destination for milks & cereals exports in value terms
      • Table Exports of Milks & Cereals by Country of Destination, €`000, 2010–2016
    • Appendix — Exports: Turkey is Greece's key market for other baby food exports
      • Table Exports of Other Baby Food by Country of Destination, Tons, 2010–2016
    • Appendix — Exports: Turkey, Romania, and Bulgaria are the main destinations of other baby food exports by value
      • Table Exports of Other Baby Food by Country of Destination, €'000s, 2010–2016
    • Appendix — Value Forecasts: Greece's baby food sector is forecast to reach a value of €77.1 million by 2022
      • Table Baby Food: Sector Value Forecasts, Current Prices, 2016–2022
    • Appendix — Value Forecasts: At constant prices, the baby food sector will rise only marginally, by 1.6% over the 2016 to 2022 period
      • Table Baby Food: Sector Value Forecasts, Constant Prices, 2016–2022
    • Appendix — Value Forecasts: The Greek baby food sector will show overall growth of 10.5% between 2016 and 2022
      • Table Baby Food: Sector Value Forecasts, US$ Million, 2016–2022
    • Appendix — Volume Forecasts: The baby food sector is forecast to show no overall growth in volume terms from 2016 to 2022
      • Table Baby Food: Sector Volume Forecasts, Tons, 2016–2022
    • Appendix — Per Capita Forecasts: Per capita expenditure is forecast to reach €871.5 per baby by 2022
      • Table Baby Food: Per Capita Expenditure, Current Prices, 2016–2022
    • Appendix — Per Capita Forecasts: At constant prices, per capita expenditure is forecast to increase by 5.1% by 2022
      • Table Baby Food: Per Capita Expenditure, Constant Prices, 2016–2022
    • Appendix — Per Capita Forecasts: Per capita expenditure is forecast to increase by 14.2% by 2022
      • Table Baby Food: Per Capita Expenditure, US Dollars, 2016–2022
    • Appendix — Per Capita Forecasts: By 2022, per capita consumption is set to reach 47.1kg, 3.1% above 2016 levels
      • Table Baby Food: Per Capita Consumption, Grams, 2016–2022
    • Summary Methodology

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook

Share this report