Nestle and Coca Cola continue to invest in bottled water, despite the fact that this does not constitute a core pillar of activity for the two major multinationals. Specifically, in a market where three Greek companies dominate -Epeirotiki Viomichania Emfialosseon (Vikos), Chitos ABEE (Zagori) and AHB Group (Theoni)-, the multinational groups choose not to withdraw, but to adapt their strategy.
2025 brings significant challenges for the “cold market”
It should be noted that 2025 was a year of significant challenges for the so-called “cold market,” that of food service, due to the significant drop recorded in consumption, mainly in the restaurant sector. This fact consequently dragged down consumption in peripheral products that are brought to the table, such as bottled water, soft drinks and alcoholic beverages. Regarding the environment of portfolio maintenance in bottled water, Nestlé’s case is characteristic. Korpi bottled water, which had been one of the company’s strongest brands in Greece for years, was essentially out of the market during the 2022-2023 period, due to problems at the water extraction source.
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