Greece boasts over 80,000 HoReCa outlets across the country. Out of those, over 70% are Food and beverage consumption, or recreation outlets – demonstrating a vibrant landscape with huge importance of the food and beverage sector for the Greek market, offering suppliers vast opportunities for growth.
CGA by NIQ’s Outlet Index strengthens suppliers’ knowledge via accurate channel planning, location and custom segmentation capabilities. Its database details all out-of-home and licensed outlets across the market, including attributes like location, segment and personalised licensed indicators. The service can be fully customised to reflect client-specified outlet segmentations – ultimately setting the foundation of understanding a brand’s total addressable market.
Greece’s dynamic market can be further segmented into food and beverage key segments, including restaurants (30,000), café bars (14,000), coffee houses (7,000) and many more segment types.
Nearly 70% of HoReCa outlets across Greece reside within mainland Greece, highlighting a significant variation of channel dynamics which can influence consumer behaviour and drinks consumption. Not forgetting the importance of Greek islands, especially for the food and beverage market, they feature an impressive volume and mix of venues. Outlet Index covers many geographical region breakdowns such as Thraki, Mekedonia, Thessaloniki, and Athina.
Understanding these nuanced preferences of the market landscape is critical to understanding Greek consumers’ engagement with the channel, allowing for the creation of finely tailored brand and marketing strategies that resonate with their daily behaviours. CGA’s Outlet Index serves as a strategic partner for brands seeking success in the HoReCa sector.
Gaining insight into these channel dynamics merely reveals the tip of the iceberg when it comes to Outlet Index’s capabilities, as combining this dataset with CGA by NIQ’s consumer research data also unveils a comprehensive analysis of the potential market size for specific segments.
George Argyropoulos, Client Solutions Director – EMEA, said: “The HORECA landscape is continuously changing, and so do the levers to pull for successful beverage strategies. Outlet Index has capabilities to take this above and beyond as companies view the channel through their own lens through internal custom segmentation – establishing a synergy between brand strategy and tactics; supporting an efficient sales execution targeted towards ideal outlets most likely to offer the highest rates of sale.”
Outlet Index is a robust outlet universe database, covering and segmenting all HoReCa outlets available within the market to the CGA global market segmentation.
To learn more about CGA’s Outlet Index and how it supports suppliers’ sales and marketing strategies across Greece, contact George Argyropoulos here.
