Market analysis

THE SNACK MARKET IN GREECE

Lab i: market analysis

GROUP 5

CONTENTS

03.

02.

01.

DEMAND

INTRODUCTION

MARKET SCENARIO

06.

05.

04.

CONCLUSION

SUPPLY

COMPANY

1. INTRODUCTION

The snack market

➤ sweet biscuits, snack bars & fruit snacks

Papadopoulos: the company

Demand

Greece: the market scenario

Supply

2. MARKET SCENARIO OF GREECE

GDP per capita (% change on previous year, real values) (2014-2023)

• The population of Greece is decreasing (2014-2024) with a -0.377% growth rate. This is due to: low birth rate, high death rate and emigration.

• The unemployment rate (2014-2023) is declining, from 26.4% (2014) to 11% (2023).

• There are major fluctuations of GDP per capita, showing economic instability

3. DEMAND

Retail volume cross country comparison (2014-2023)

• When examining retail volume trends from 2014 to 2023, Greece shows a slower recovery compared to countries like Germany and Italy, but by 2023, it surpasses both France and Spain.

• In 2022, Greece recorded the highest food consumption as a percentage of GDP, exceeding 11%. This suggests limited disposable income and potential economic vulnerability.

Retail Values cross Country comparison (2014-2023)

Greece (dark red line) displays steady growth in retail values from 2014 to 2023, reaching more than +43%. The steady rise suggests an ongoing economic recovery since the challenges of the early 2010s, including the debt crisis.

4. SUPPLY

Active enterprises are studied divided by sector:

• Manufacturing: Sharp decline, down -13% by 2022, indicating significant challenges.

• Food: Gradual decrease, reaching -9% by 2020.

• Bakery: Steady decline, ending at -13% by 2022

• Snacks: Peaked at +1% in 2016, then dropped to -7.5%, recovering slightly to -3% by 2022.

Active enterprises (2014-2023)

Production volume (2014-2023)

The graph shows a steady increase in the production volume trend, with a noticeable peak in 2019, followed by a dip in 2020 due to the COVID-19 pandemic.

After 2020, a strong growth trajectory resumes, indicating economic growth, higher industrial output, and improved business activity.

Cost of raw materials (2015-2022)

The trend in raw material costs can be broken down into two periods:

• 2015-2020: slight decline in 2016, followed by a moderate fluctuation, ending at -1.74% in 2020.

• 2021-2022: sharp rise starting in 2021, reaching +22.86% in 2022.

The rise in the cost of raw materials in recent years has led to overall higher production costs.

5. COMPANY - market share

Greek market shares (2015-2023)

Focusing on Papadopoulos EJ SA, we can see a consistent presence in the Greek snack market, holding a dominant position since 2015.

5. COMPANY - retail value

Retail values RSP (2015-2023)

The retail values (RSP) of company sales of snacks from 2015 to 2023 range between approximately 95 and 102.5 million euros, showing a slight decline from 2017 (peak value of 102.5 million euros) to 2019, followed by some fluctuations and recovery in later years, reaching 101.7 million euros in 2023.

5. COMPANY - positioning

Heritage & Traditions Authentic Greek roots; strong emotional connection with consumers

Market Leadership Top biscuit brand in Greece; expanding globally while maintaining Greek indentity

Product Range Biscuits, breadsticks, crackers, cereal bars

Quality & Trust Premium quality ingrediends; strict standards; consumer trust over generations

Sustainability Eco-friendly packaging; energy efficiency

5. COMPANY - strategies

Brand Identity & Heritage

Innovation, R&D➤ health-focused options

➤ iconic products

Focus on quality

➤ local, high quality ingredients

International expansion➤ 67 countries ➤ tailored products

Sustainability & Corporate Responsibility

➤ eco-friendly practices

Partnerships & Collaborations

➤ collaborations with retailers, distributors ➤ partnerships with food manufacturers

Digital Marketing & E-Commerce expansion

SWOT ANALYSIS

STRENGHTS

WEAKNESS

- Strong brand reputation - Adaptability to changing tastes - Control over production chain - Wide variety of products - Investment in New Technology

- Heavy dependence on European markets - Seen as a traditional brand

- Growing global demand for baked goods - Increasing demand for healthy foods - Growth of online shopping

- Intense competition - Strict EU food regulations - Labor shortages and rising costs

THREATS

OPPORTUNITIES

6. CONCLUSION

Unemployment Reduction

Productivity Volume Resilience

Increase in raw material costs

Papadopoulos: the dominant company in the Greek snack market

Retail Volume & Value Growth

THANK YOU FOR YOUR ATTENTION

GROUP 5 Rima Ben Salem Finn Stefan Helena Bosman Emilia Ferro Lorenzo Masiello Tran Ha My Nguyen Aurora Allegrini

CULINARY LEGACY

GROWTH MODERNIZATION

• Founded in 1922 in Athens
• 4 factories in Greece, 34 brands
• 200+ products

• Family-owned for 100+ years
• Transitioned from family bakery to large-scale operation in 1970s

GLOBAL REACH

PRODUCTS

• Exports to 40+ countries
• Evolving into a global player
• Represents Greek tradition & excellence

• Petit-Beurre biscuits
• Caprice wafer sticks
• Digestive

CULINARY LEGACY

GROWTH MODERNIZATION

• Founded in 1922 in Athens
• 4 factories in Greece, 34 brands
• 200+ products

• Family-owned for 100+ years
• Transitioned from family bakery to large-scale operation in 1970s

GLOBAL REACH

PRODUCTS

• Exports to 40+ countries
• Evolving into a global player
• Represents Greek tradition & excellence

• Petit-Beurre biscuits
• Caprice wafer sticks
• Digestive