Having recently welcomed Rose to team Prof as our market specialist for Greece, we took the opportunity recently to understand why Rose sees such an exciting time for the region either as a strategic growth target for Food and Drink companies targeting strategic growth or for exporters from that region targeting countries such as the UK. The full interview is available on our YouTube page, in this blog we capture the key highlights.
Overview
The Greek Grocery market is estimated by Statista to reach $27.59 billion in 2025.
The Department of Business and Trade reported strong double-digit growth on Greek imports for key categories dairy and eggs or fruit and veg exceeding over £340m for the 4 quarters until Q3
In 2022, the value of food produced in Greece increased by 1.7 billion euros (up 11.22%) to 17.1 billion euros its highest to date.
With impressive growth performance through imports or exports how does your business benefit from the momentum and customer demand?
Let’s look first at the growth opportunity for UK or international businesses targeting export growth.
Q – Rose, why do you think that Greek and the Balkans is an attractive market for grocery exports?
A – This region is becoming more interesting as exporters start to look further afield in Europe, the market size is significant and growing. Whilst the market is competitive there is a growing section of middle-class fueling demand for international foods, different cuisines or innovation.
Q – Rose how should companies prepare to enter the market?
A – As with most export strategies understanding the market is critical for success, your target customer, the customer journey, where they shop and how they shop alongside the high impact messages that are resonating in that market. Engaging a market specialist is an efficient and effective way to build the strategy. Additionally, there are the language, cultural and compliance considerations which a specialist can guide you through.
Q – Rose, what are the key categories or products that are driving demand?
A – The market is reflective of global trends such as healthier snacking, food with provenance, free from and convenience across chilled or frozen. It’s also worth remembering that as ahigh tourism destination, there is the opportunity to appeal to holiday makers during the season or the growing number of expats that have relocated.
Q – How is the global growth in Private Label creating opportunities?
A – Private Label is continuing to grow as total retail grows, this creates opportunities for contract manufacturers or Private Label focused companies who can offer innovation or high-volume efficient productions runs combined with the food safety and ethical accreditations that international retailers are demanding today.
In summary, Greece and the Balkan regions are, in many cases an unexplored opportunity for UK food and Drink businesses targeting export success, across a branded strategy or Private Label supply.
Secondly let’s look at the growing opportunity for Greek Food and Drink businesses targeting export success in the UK
Q – Rose, how should Greek companies target the UK?
A – There several standout opportunities for consideration, the vibrant food service market, the European stores, or the independent sector, then there are the major retailers where there can be opportunities within the growing World Foods category or the centre of store alongside competing products. Again, it’s essential to understand the customer and the market ahead of targeting a retailer, distributor or sales channel. This is where an in-market specialist can assist, add value and save time or money
Q – Rose, can Greek companies benefit from the UK growth in Private Label?
A – Greece has a strong food production economy that is growing and demand through trust and confidence in food from that region is reflected in the DBT report. As the UK market continues to lead Private Label innovation across both high-volume commodity or everyday products and innovation into premium or special’s lines, Greece should be well positioned across several categories for their strong provenance stories. It’s essential to be able to communicate this clearly to the retail buyer by understanding your story and how it aligns to the category opportunity.
In summary the UK consumer has a high level of trust for Greece and Greek Food and Drink products, built by travel, passion for food and a reputation for quality. The major retailer’s strategy of growing the world foods category or the growth in independent European style retailers are creating multiple routes to market for consideration, and understanding the market dynamics is important to maximise success
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