By George Lampiris
Share of the total sales of the sausage market “steal” during the Christmas and New Year holidays, the sales made by supermarkets in premium or special cold cuts such as prosciutto, Iberian ham and several more cold cuts of this category with Additional ingredients such as truffles, peppers and other ingredients.According to sources who are well acquainted with the market of cold cuts in our country, the sales share of special sausages from the big ones in the category such as Weaver, Nikas and Creta Farm amounts to During the festive season to 4% -5% The value of sales for special sausages on an annual basis amounts to about 22% of total sausage sales and reaches 26% -27% during the holidays. The total market for cold cuts sold through supermarkets is around 250 million euros in terms of value, while an additional 25-30 million euros come from smaller establishments. including retail chains and supermarkets as well as grocery stores. On top of that, sales of around € 300 million in value terms come from the HoReCa market (catering, hotels, catering). The total market for premium cold cuts is therefore around € 55 million on an annual basis.
Premium cold cuts usually come from direct imports made by supermarket chains during this period, while other domestically produced players – such as the Stremmenos Mountain Beef Factory that produces prosciutto (Stremmenos acropolis) – maintain a presence in Greek supermarkets. , increase their sales in the specific period. It should be noted that in many cases there are chains that also carry out promotional actions for the specific cold cuts, which in some cases can range from 20% to 30%. It is not a paradox, the fact that the festive market is enhanced by the Christmas gift that employees receive but also by the general mood for something special at the table of many consumers, while at the same time the trend of products such as sparkling and Champagne. It is characteristic that of the total sales of champagne in Greece, 60% take place during the festive period of Christmas and New Year according to executives of this market, while in wine consumers have a preference for more expensive labels, where a total of about 20% of the annual wine sales also takes place during this period.
The leaders of the Greek sausage market
It should be noted that the sausage market is dominated by Yfantis with a share of about 21% in sales volume, followed by Nikas with a percentage of about 20% and Creta Farms comes third with a share of about 19%, having recently implemented a wide range of promotions with 30% discount on the occasion of its 30 years of presence in the market, a fact that logically has attracted the consumer public, increasing the consumption of its products and consequently its share in the sausage category. In any case, the discounts – promotional moves implemented on a case-by-case basis by the players of the sausage market are able in specific months to overturn the market shares and the balances in the wider category in which they move.
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Source From: Capital
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