Eight out of ten consumers prefer branded feta

The Greek Competition Commission conducted a study of the feta cheese market.

The main results of the study showed that:

• Total sales of feta in 2023 amounted to 244.1 million euros, showing an annual increase (in total sales) of 13.8%. In the first half of 2024, sales growth fell to 3%.
• There are about 150 feta suppliers on the market. The 13 largest suppliers account for 70% of all feta sales.
• In 2023, Feta branded products accounted for 80% of total market sales, and private label products accounted for 20%. The top 12 suppliers account for 73% of all feta sales by value.
• Approximately 10% of total feta sales come from sales in China.
• The lowest prices for feta are observed in the private label category within China: from 7.2 to 9.4 euros excluding VAT or from 8.1 to 10.6 euros with VAT.
• The highest prices for 1 kg of feta are observed in branded packaged products: the average price is about 13 euros without VAT or 14.7 euros with VAT.

Consumers generally prefer branded feta (about 82%). That's why Greece has eight out of ten consumers prefer to buy branded feta (P.O.P.):

1. Quality and trust: Branded products are often associated with high quality and reliability. Consumers trust well-known brands because they guarantee consistent quality and taste.

2. Safety and Standards: Branded products usually undergo strict quality checks and meet high safety standards. This is especially important for food.

3. Reputation and tradition: Many feta brands have a long history and production tradition, which also influences consumer choice. They know that they are buying a product that is produced according to traditional recipes and technologies.

4. Marketing and advertising: Branded products are often supported by active marketing campaigns, which increases their recognition and appeal to consumers.

However, due to the high cost of feta P.O.P. There has been a shift towards selling products under own brands (under the brand of the supermarkets in which they are sold).

This trend began in 2022 and continued in 2023 and the first half of 2024. It is noted that Greece ranks low in consumer preference for private label products.

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