Beer - Greece

The Beer market in Greece has been experiencing significant growth in recent years, driven by changing customer preferences, emerging trends, and local special circumstances.

Customer preferences: Greek consumers have shown a growing preference for craft beers and specialty brews, moving away from traditional mass-produced beers. This shift in preferences can be attributed to the increasing interest in unique flavors, quality ingredients, and the desire to support local breweries. Additionally, there has been a rise in health-conscious consumers who are seeking low-alcohol or non-alcoholic beer options.

Trends in the market: One of the key trends in the Greek beer market is the rise of microbreweries and craft beer production. These smaller, independent breweries have gained popularity among consumers who appreciate the artisanal approach to brewing and the diverse range of flavors they offer. This trend aligns with the global craft beer movement, which has seen exponential growth worldwide. Another trend in the market is the increasing popularity of beer festivals and events. These gatherings provide an opportunity for breweries to showcase their products and engage with consumers. Beer festivals have become a social and cultural phenomenon in Greece, attracting both locals and tourists, and contributing to the overall growth of the beer market.

Local special circumstances: Greece's rich history and cultural heritage have had a significant impact on the beer market. Traditional Greek cuisine, with its emphasis on fresh ingredients and bold flavors, has influenced the development of local beer styles and flavors. Breweries in Greece often incorporate local ingredients such as herbs, fruits, and honey into their recipes, creating unique and distinct beers that appeal to both domestic and international consumers. Furthermore, the country's warm climate and vibrant outdoor lifestyle have contributed to the popularity of beer as a refreshing beverage choice. Beer is often enjoyed during social gatherings, beach trips, and outdoor activities, making it an integral part of Greek culture.

Underlying macroeconomic factors: The Greek beer market has also been influenced by macroeconomic factors such as tourism and economic stability. Greece is a popular tourist destination, attracting millions of visitors each year. The influx of tourists has increased the demand for beer, leading to growth in the market. Additionally, the country's economic stability and improved purchasing power have allowed consumers to spend more on discretionary items, including beer. In conclusion, the Beer market in Greece is experiencing growth due to changing customer preferences towards craft beers and specialty brews, emerging trends such as microbreweries and beer festivals, local special circumstances like traditional cuisine and outdoor lifestyle, and underlying macroeconomic factors such as tourism and economic stability. These factors collectively contribute to the development and expansion of the beer market in Greece.

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 alcoholic beverages, 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 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.