ORGANIC PRODUCTS CLUSTER (OPC)

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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 Activities of the OPC 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.

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 Greece: Country Analysis 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: euros Inflation (June 2011): 3,3% Debt crisis 2010 (and continues..) Political issues (tax policy, labor law, public sector)

9 Brief History of organic sector in Greece 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/ : Implementation of European Regulation 2078/92Α

10 ,00 Development of organic agriculture in Greece Source: Hellenic Ministry of Rural Development and Food , , , , , ,00 CROPLANDS GRAZING TOTAL 0,

11 Development of organic agriculture in Greece Average size of organic farms Source: Hellenic Ministry of Rural Development and Food YEAR ACRES

12 NUMBER OF PRODUCERS Development of producers Source: Hellenic Ministry of Rural Development and Food

13 Development of manufacturing companies by sector MILLING PRODUCTS ANIMAL FEED MEAT PRODUCTS DAIRY PRODUCTS FRUITS & VEGETABLES OTHERS PLANT & ANIMAL FATS AND OILS Source: Hellenic Ministry of Rural Development and Food

14 Organic Olive Oil DOMESTIC MARKET TONES Production Exports Domestic Consumption Source: Estimates of market, ICAP

15 TONES Wine made from Organically Grown Grapes DOMESTIC MARKET Production Exports Domestic Consumption Source: Estimates of market, ICAP

16 TONES Organic Citrus DOMESTIC MARKET Production Exports Domestic Consumption Source: Estimates of market, ICAP

17 EVOLUTION OF THE BRANCH OPERATORS Source:

18 Market Trends Rising consumers demand Significant increase of the outlets Wider Variety of products Entrance of new big companies

19 Distribution Channels in Greece Super markets Groceries Organic Food Stores Other companies, such as bakeries, duty free etc. Internet Open Farmers Markets

20 Other spots 4% Commercial/ Distribution Channels Organc Products Shops 46% Super Markets 50% Source:Estimates of market, ICAP

21 Open markets of organic products in Greece Attica: Thessaloniki: Chalkidiki: Pella: Volos: Trikala: Larisa: Crete: The operation of the open markets started 15 years ago

22 The progress of organic products 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

23 Germany France United Kingdom Italy Switzerland Austria Denmark Sweden Netherlands Spain Belgium Norway Ireland Finland Portugal Czech Republic Russia Greece Poland Sales of Organic Products in Europe for 2008 In million

24 Austria Belgium Bulgaria Cyprus Czech Republic Denmark Estonia Filandia France Germany Greece Hungary Ireland Italy Latvia Lithuania Luxembourg Malta Netherlands Poland Portugal Romania Slovakia Slovenia Spain Sweden United Kingdom Arable lands in EU including crops that are in transition stage ACRES 0

25 Austria Belgium Bulgaria Cyprus Czech Denmark Estonia Filandia France Germany Greece Hungary Ireland Italy Latvia Lithuania Luxembourg Malta Netherlands Poland Portugal Romania Slovakia Slovenia Spain Sweden Un.Kindom BRANCH OPERATORS IN Ε.Ε

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) Organic Cosmetics in Greece Dimitrios Simeonidis President

28 Certification 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.

29 Market overview Total cosmetics market size: 950 million 1 Natural & bio cosmetics market size: 60 million 2 Growth rate estimation of NPC market for : 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)

30 Market overview Market share per category (last 8 years): Skin Care 44-48% Hair Care 29-33% Make-up 11-12% Aromas 11% Source: ICAP Research

31 Market overview Segmentation by category in Greece 2010 Make-up 10% Aromas 9% Others 5% Skin Care 48% Hair Care 28% Source: Estimation Beauty life Greece

32 Market overview Sales channels: Pharmacies: > Almost 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: (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

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