Greece

In 2023, retail volume sales of processed meat, seafood and alternatives to meat remained in decline due to inflationary pressures. Since 2022, increases in the cost of raw materials, shipping costs, labour wages and energy have led to substantial…

The fast pace of modern life in Greece is forcing consumers to look for quick and easy meal solutions. As a result, the demand for frozen fries is on the increase, driving sales of frozen processed potatoes. Frozen fries are a quick cooking option…

Premium skin care performed very strongly in Greece in 2023 in current value terms, with premium dermocosmetic brands sold in pharmacies spearheading growth and registering significantly better performance compared to their mass counterparts. While…

In 2023, open-loop pre-paid cards have seen a mild increase in the number of cards, transaction volume, and transaction value. This uptick is part of the general momentum in card transactions driven by the proliferation of digital wallets,…

Wireless speakers are the only growth area in portable players and also account for most volume sales. Low-cost Bluetooth-enabled speakers are especially popular among younger consumers and are mainly used to stream music via smartphones and…

Polishes is a relatively uninteresting category, which is suffering from being a discretionary product in a time of economic pressures. Added to which, polishes has also been affected by price hikes, alongside the category not having a great deal of…

Plant-based milk is rising in popularity; the consumer base is widening with a growing number of people shifting to plant-based diets for reasons of health and wellness, in addition to avoiding products with lactose. As seen with vegan cheese,…

Due to elevated inflation and rising costs, pet owners have been trying to restrict their non-essential spending on pet products. For this reason demand for pet accessories fell towards the end of the review period with consumers paying more…

Pet care continues to grow in both value and volume terms in Greece in 2024, having recorded steady growth over the review period. Pet care witnessed stronger growth in current value terms in 2023 than volume terms with this resulting from the impact…

Although state finances are improving and political stability has returned, Greece continues to have an issue with corruption. Economic development is set to slow further, but inflation has also fallen markedly, but high unemployment remains a…

Value growth in hair care appliances was driven by air styling brushes in 2023, a relatively new category in Greece, posting a strong increase in growth. The value increase also benefited from the entry of Dyson products, which have a retail price…

The re-opening of schools and the lifting of COVID-19 restrictions, such as compulsory use of face masks in schools, is leading to strong growth for multiple categories within paediatric consumer health. For example, sales of lice/anti-parasitic…

Sales of fish food have been in decline in the last few years of the review period in retail volume terms. This decline is linked to the gradual decline being seen in the pet fish population. Fish are no longer seen as a “trendy” pet in the Greek pet…

Other hot drinks posted a steep retail volume decline in 2023, aligned to the cost of living crisis and lower disposable incomes. As such, consumer purchasing changed, and many focused on essentials, with other hot drinks lacking commodity status. In…

The consumption of cream has decreased, with prices increasing, leading consumers to reduce their purchases. In addition to high price points, consumers have turned to healthier options, so they are looking for alternative creams that are better for…

Oral care registered a small volume increase in Greece in 2023, following a small decline the previous year.

The retail prices of all NRT smoking cessation aids product types have been subject to significant hikes in 2022 and 2023 and this has led to strong growth in value in those years. The penetration of NRT smoking cessation aids in volume terms remains…

In 2023, nappies/diapers/pants in Greece was subject to price hikes; the result of an increase in production and logistics costs. Despite the increase in prices in 2022, retail prices rose further across all subcategories in 2023 as manufacturers and…

There is expected to be a decrease in volume sales of smartphones, which is by far the most popular mobile phone, in 2023. Continuing inflation and rising price sensitivity is persuading many consumers to put off upgrading their smartphone. That…

While freestanding microwaves claimed the lion's share in 2023, the share of built-in microwaves was growing faster than freestanding. Kitchen design trends favour built-in appliances, while the low penetration of built-in models creates more…

The impact of hikes in production and transport costs is leading to price increases across menswear in Greece, which was visible in mid-2022 and continues to influence category performance in 2023. Amid the cost of living crisis, which is taking its…

In 2023, the menstrual care landscape in Greece was impacted by rising production costs and supply chain pressures, which urged companies to increase retail prices. This led to overall positive, double-digit retail value growth. To continue…

Albeit from a smaller base, increased marketing and consumer interest in the men’s grooming space helped men’s grooming outperform unisex beauty and personal care products in 2023. This is the case in categories like bath and shower, where growth in…

Players are capitalising on the particularly strong demand for healthy ready meals as these combine the desire for a nutritious meal with convenience and consumers’ now entrenched habit of consuming ready meals whilst at work. At the end of 2022, new…

Strong price increases in supermarkets as a result of inflation was the biggest factor influencing the performance of mass beauty and personal care in Greece in 2023. Many local consumers selected shopping destinations based on offers and discounts…

Retail value sales of lodging (destination) continued to post strong retail value growth in Greece, driven by luxury and upscale hotels, which have already recovered to pre-pandemic levels. Alongside the growth of luxury and upscale hotels, there has…

2023 saw dramatic rises in living costs resulting from soaring inflation and price hikes for food and energy, with consumer purchasing power squeezed considerably. Greeks had to reduce their spending on foodservice and prioritise essential purchases.…

Despite laundry care remaining in a negative volume slump, value sales remain supported by the higher prices in the category, as the notable players are big global names. Indeed, Procter & Gamble Hellas SA and Unilever Hellas SA are the top two…

The penetration of freestanding cookers is steadily decreasing year-on-year as trends in kitchen design are unfavourable to these products. Freestanding growth derives solely from replacement purchases and small models targeted at students. The…

Largely driven by the health trend, chilled Juice has been favoured over the review period, with consumers appreciating the higher nutritional value compared to ambient Juice. However, moving into 2023, ambient Juice had a better performance; the…

The lifting of pandemic restrictions has boosted sales of Jeans in Greece in 2023, while unusually low temperatures in May and June prolonged the jeans-wearing season (usually, sales begin to decline in mid-spring, when local consumers switch to…

Greece's per capita income is set to rise, driven by Later Lifers influencing luxury spending. Despite an increase in income inequality, it will remain high in global terms. Social class E will grow rapidly, while social class D will remain…

The shortage of both second-hand and new cars that started in 2021 remains a key obstacle to sector performance. During 2022 and 2023, delivery times for new cars exceeds 6 months, reaching even a year in many cases. The lack of both new and…

Imaging devices are expected to register further volume decline in 2023. Continuing advances in smartphones cameras leading are leading to continual decline in imaging devices, to the extent that some smartphones can meet the imaging device needs of…

Planet Foods, the pioneering Greek start-up specialising in plant-based ice cream with an authentic ecological footprint, has made a powerful entry into the Greek ice cream market. Despite being operational for only two years, the company's rapid…

The hypermarkets channel saw value sales rise in Greece in 2023. Hypermarkets are evolving into small shopping centres. Their construction with escalators, their huge parking lots and the variety of products on offer are reminiscent of a shopping…

Pasta has seen demand rise as a result of the COVID-19 crisis. As a staple product that can be stored and cooked easily, even by novice cooks, pasta saw great sales growth during the lockdown period and continued to benefit even after the easing of…

Sugar has become a key focus of consumer health concerns on the back of increasing publicity around the role of excessive sugar consumption in the development of a range of health problems, including obesity, type 2 diabetes and hypertension. Sugary…

The increasing awareness of the link between high sugar consumption and obesity, especially amongst children, has shed light on the importance of reducing the sugar content of highly calorific foods, including snacks. Indeed, growing awareness of the…

The experiences of the COVID-19 crisis led consumers to feel that products such as hot drinks should not only satisfy thirst and need, but also provide elements to boost the functioning of their immune systems and help with their health. This has…

Protein is perhaps the most popular ingredient consumers currently look for in almost any packaged food in the Greek market. With the increasing interest in regular exercise and sporting activity after the outbreak of COVID-19, Greek consumers have…

The ready meals category is not as strong in Greece as in other Western countries due to the fact that Greek households still remain fairly traditional, with families eating primarily home cooked meals instead of buying packaged ready meals. This…

The number of households is set to decrease slightly in Greece over 2022-2027, with single person households becoming the leading household type. In 2022, household spending was affected by inflation, which stood at 9.6%, increasing living costs. The…

Rising inflation and the decline in disposable incomes negatively impacted hot drinks' performance in 2023. Significant increases in price across hot drinks and high inflation led consumers to be increasingly price-sensitive, with sales driven by…

Extremely high inflation levels, resulting in price increases across most consumer goods, have directly impacted household purchasing power and led to changes in consumer behaviour. Within hosiery, consumers have become more price-sensitive,…

Home video is expected to register minimal volume decline in 2023. Several factors are expected to cause the negative performance. Continuing inflation is resulting in lowering purchasing power. Also, there was a surge in sales of big-ticket items…

The home products specialists channel registered current value growth in Greece in 2023. During the year, Leroy Merlin, the third largest brand in home products specialists overall, inaugurated its first Naterial store, a showroom that offers the…

Although washing machines are appliances of high priority and will therefore be replaced immediately if they stop working, the replacement of functioning washing machines was postponed by consumers in 2022 and 2023. This was due to households gaining…

Home insecticides is another category which is being impacted by price hikes, driven by high costs for manufacturers and inflationary pressures. Whilst players have aimed to absorb their own costs as much as possible, especially in light of the…

Overall inflationary pressures eased in Greece in 2023, compared to the inflation spikes seen in 2022. However, despite this improving economic environment, inflation remains high on home care products. Such pressures derive from the rise in energy…