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Organic Market in Greece

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  • 1. ORGANIC PRODUCTS CLUSTER (OPC) Organic Agriculture and Developing Trends in Greece Dimitrios Simeonidis President
  • 2. Structure of the OPC
    • non profit organization,
    • set up by the Federation of Industries of Northern Greece (F.I.N.G.) on March of 2006,
    • nationwide organization,
    • The aim of the Cluster is to bring together all the actors involved in the organic products business and to facilitate the development of the organic products market.
  • 3. Members of the OPC
    • Members from all over Greece
    • manufacturing companies
    • producers of organic products
    • certification companies
    • organizations
    • associations
  • 4. Activities of the OPC The main activities are designed and based on the needs of the sector and the needs of the members. The actions are focused on: strengthening and promoting the organic sector informing the public about the benefits of organic products
  • 5.
    • Design and coordinate events for the members, in order to promote their products and their services.
    • Organize specialized seminars and workshops.
    • Organize match making events between Greek and foreign companies.
    Activities of the OPC
  • 6. Activities of the OPC
    • Organize common participation of members at national trade fairs ensuring better economic terms of participation.
    • Organize events in order to inform the public.
    • Participate in European and National Projects.
    • Inform the members about the latest trends and developments in the market area of organic agriculture.
  • 7. Benefits of the OPC members
    • Promotion of their products and services
    • Specialized and updated information and services
    • Support entrepreneurship in every possible way
    • Participation in recommendations and strategic
    • interventions at a governmental level
  • 8.
    • Population: 11,3 million
    • Health consciousness market
    • 19,3 million tourists in 2009
    • GDP growth 2010: -2,1% (nominal), -4,5% (real)
    • GDP per capita: 20.360 euros
    • Inflation (June 2011): 3,3%
    • Debt crisis 2010 (and continues..)
    • Political issues (tax policy, labor law, public sector)
    Greece: Country Analysis
  • 9.
    • 1982: 1st Production of Organic Raisin
    • 1985: Association of Eco-Agriculture of Greece (AEOG)
    • 1986: 1st Production of Organic Olive Oil
    • 1993: Implementation of European Regulation 2092/91
    • 1996: Implementation of European Regulation 2078/92Α
    Brief History of organic sector in Greece
  • 10. Development of organic agriculture in Greece Source: Hellenic Ministry of Rural Development and Food
  • 11. Development of organic agriculture in Greece
    • YEAR
    • 2002
    • 2003
    • 2004
    • 2005
    • 2006
    • 2007
    Average size of organic farms ACRES 31 23 54 58 22 29 Source: Hellenic Ministry of Rural Development and Food
  • 12. Development of producers Source: Hellenic Ministry of Rural Development and Food
  • 13. Development of manufacturing companies by sector Source: Hellenic Ministry of Rural Development and Food
  • 14. Organic Olive Oil Source: Estimates of market, ICAP
  • 15. Wine made from Organically Grown Grapes Source: Estimates of market, ICAP
  • 16. Organic Citrus Source: Estimates of market, ICAP
  • 17. Source: http://www.organic-world.net
  • 18. Market Trends… Significant increase of the outlets Wider Variety of products Entrance of new big companies Rising consumers demand
  • 19.
    • Super markets
    • Groceries 
    • Organic Food Stores
    • Other companies, such as bakeries, duty free etc.
    • Internet
    • Open Farmers Markets  
    Distribution Channels in Greece
  • 20. Commercial/ Distribution Channels Source: Estimates of market, ICAP
  • 21. Open markets of organic products in Greece The operation of the open markets started 15 years ago Attica : Thessaloniki : Chalkidiki : Pella : Volos : Trikala : Larisa : Crete : 24 5 1 1 1 1 1 3
  • 22.
    • In the field of organic fruit and vegetables, the problem is not the lack of demand, but the lack of offer
    • The demand of fresh organic products is covered mainly through imports
    • The variety of organic products in shelves is raising
    • The non-food organic products are entering the market
    The progress of organic products
  • 23. Sales of Organic Products in Europe for 2008 In million € http://www.organic-world.net
  • 24. Arable lands in EU including crops that are in transition stage http://www.organic-world.net
  • 25. http://www.organic-world.net
  • 26. Main weaknesses of the sector in Greece
    • Lack of appropriate education and information/ awareness
    • Incapability of producers’ organisation/ management
    • Incompatible offer and demand
  • 27. ORGANIC PRODUCTS CLUSTER (OPC) Dimitrios Simeonidis President Organic Cosmetics in Greece
  • 28.
    • Since 1996 different organizations have been trying to work on harmonization programmes for organic products
    • Some agencies that certify products in other countries: - In Italy AIAB-ICEA and CCPB, - In Great Britain SOIL ASSOCIATION, - In France ECOCERT - In Germany are BDIH, ECOCONTROL & OKOTEST.
    Certification
  • 29.
    • Total cosmetics market size: € 950 million 1
    • Natural & bio cosmetics market size: € 60 million 2
    • Growth rate estimation of NPC market for 2012-15: 9%
    • Major players: KORRES, Apivita (Greek companies)
    • Other players: lavera, Macrovita, Bioplasis, Weleda, Jason, Melvita, Logona, etc.
    • Market share per category (last 8 years): Skin Care 44-48%, Hair Care 29-33%, Make-up 11-12%, Aromas 11% 3
    • ( 1 University of Macedonia - Research, 2 Healthyliving.gr)
    Market overview
  • 30.
    • Market share per category (last 8 years):
    • Skin Care 44-48%
    • Hair Care 29-33%
    • Make-up 11-12%
    • Aromas 11%
    Market overview Source: ICAP Research
  • 31.
    • Segmentation by category in Greece 2010
    Market overview Source: Estimation “Beauty life” Greece
  • 32. Market overview
    • Sales channels:
      • Pharmacies: >9.500. Almost 1.000 sell natural-organic cosmetics
      • Natural-organic shops: around 450
      • Beauty centers: around 200
      • Department stores: 152 (Hondos Center 79, Gallery de Beaute 27, Sephora 25, Aroma Stores 12, Notos Galleries 8, Attica 1)
      • S/Ms with organic department: 1.061 (AB Vasilopoulos-Delhaize Group 232, Carrefour 280, Sklavenitis 79, Veropoulos 240, Masoutis 230)
      • Tourist shops selling cosmetics: <1.500
      • SPA / Hotels: around 160
    Source: “Beauty life” Greece
  • 33. ORGANIC PRODUCTS CLUSTER (OPC) Dimitrios Simeonidis President