The Greek economy is in turmoil at the current time and this is impacting heavily on consumer spending; a trend which is now affecting pricing levels and the structure of the health and wellness food sectors. A consecutive year of recession in Greece was not only due to the global financial crisis but also the hesitation of Greek's previous governments to deal with the fundamental structural problems of the economy. Sales in health and wellness food and beverages have subsequently declined as consumers tighten their belts.

Greek consumers are increasingly searching for value for money and this is driving increased sales in private label products and also the supermarkets buying strategies. Supermarkets are reacting to the increased need for the better value for money products by offering more shelf space to the private label and own supermarket brands. In 2010, retailers' own products reported a marginal increase in value and larger increase in volume to the detriment of unit prices.

Branded products have up to now dominated the health and wellness food sector although this is changing as a result of rapid switch to value for money products and a change in consumer behaviour. Marketing departments are trying to keep their defence lines and promote goods through discounts and special offers. Branded products in the health and wellness food sector are in a stronger position as private label alternatives are not available throughout the sector. Food intolerance products have reported a period of growth in sales during 2010 despite the decline in sales across other sectors.

Despite a marginal decline in sales within the Greek food sector, organic product sales remain strong and are still gaining market share. The shift towards more healthy eating amongst Greek consumers is driving sales in the organic food market. Manufacturers of food in Greece are having to cut margins in order to compete in an increasingly price competitive industry.

The larger supermarkets have reacted to consumer needs by implementing large discounts and promotions. The smaller outlets which are often independent chains are finding it difficult to compete on these reduced prices and are restricted on the level of discounts they can offer their customers. As a result, consumers seem to prefer the larger supermarkets.

The health and wellness sector in Greece is not expected to be affected as badly by the economic turmoil as the products made available are often higher value items and a small proportion of the total packaged food and soft drinks sector. Consumers are increasingly concerned with health and obesity which will boost sales over the next few years.

To view more details about the health and wellness market in Greece, please click here: http://www.companiesandmarkets.com/Market-Report/health-and-wellness-in-greece-market-report-714577.asp