Hot drinks in Greece felt the impact of wholesale commodity price hikes in 2024, resulting in higher off and on-trade prices in the category overall. In the case of coffee, this was linked to supply shortages linked to climate change, while higher transportation costs impacted all hot drinks categories.
The weather had a notable impact on the hot drinks category in 2024. The very mild winter in 2023/2024, linked to climate change, had a significant influence on hot drink consumption.
One of the main developments in the competitive landscape is the recent move by Karoulias WS SA, one of the leading alcoholic drinks importer and distributors in Greece, to push into the tea category. In 2023, Karoulias WS acquired the rights to distribute the Lipton and Pukka brands in Greece.
The retailing environment for hot drinks remained stable in 2024 with no significant changes in share overall. In coffee, there was a notable shift toward specialist coffee shops launching packaged products within retail stores.
Foodservice volume sales were negatively affected by price hikes as well as the decline in real disposable incomes over 2024. Following the recovery post-pandemic, the cost-of-living crisis quickly impacted Greek consumers and foodservice visits.
Hot drinks in Greece is set to remain driven by coffee due to the well-established coffee culture. Despite the increases in coffee prices, Greek consumers are not expected to reduce their coffee consumption, although the shift away from the on trade is set to lead to some losses in volume sales of coffee.
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Hot Drinks
This report originates from Passport, our Hot Drinks research and analysis database.
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