Greece

High fibre remained the leading health and wellness claim in staple foods in Greece in 2023. Many consumers look for high fibre products to compensate for the deficiency in their fibre intake from vegetables, especially as increasingly hectic…

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 snacks market in Greece witnessed a notable pivot towards health and wellness claims in 2023. With consumer health consciousness continuing to rise strongly, products carrying claims such as low fat, no sugar, high protein, gluten free, and vegan…

Natural remained the leading health and wellness claim in hot drinks in Greece in 2023. Coffee and tea have an inherently natural positioning, which resonates strongly with growing consumer concerns about the potentially harmful health effects of…

Protein is perhaps the most popular factor consumers currently look for in almost any packaged food in the Greek market. With the health and wellness trend driving a growing commitment to regular exercise and sporting activity, Greek consumers have…

Natural was the leading health and wellness claim in cooking ingredients and meals in Greece in 2023. The claim saw dynamic growth in both volume and value terms during the year. In common with consumers in many other markets, Greek consumers have…

The health and wellness industry continues to gain greater significance overall, particularly in the wake of the pandemic, as consumers have become more cognisant of the negative impact of processed food and a range of drinks on their health and…

In 2023, wearable electronics was the second-best performing category in the Greek consumer electronics category, driven by the notable surge in smartwatch sales. This key trend reflects a transition from basic step counters to advanced devices that…

E-readers continue to experience a strong decline in sales, primarily due to their high price, which hinders their attractiveness. Greeks also have limited interest in e-books, especially the older generations who prefer printed books. Another key…

Smartphones are witnessing steady growth in volume sales during 2024, reflecting the sustained demand for advanced mobile technology in Greece. This increase derives from growing demand for premium devices with advanced features, with consumers…

The strong rebound in new car ownership in Greece has supported sales of in-car entertainment in 2023. In 2024, volume growth slowed markedly as the cost-of-living crisis urged many consumers to become more conservative with their spending. This…

Imaging devices in Greece face fierce competition from smartphones, as many consumers now opt for smartphones as their primary device for capturing photos and videos due to their convenience and portability. Smartphones offer ever more advanced…

In home video, volume sales of televisions are in decline due to the maturity of this category in Greece. With high TV penetration in the country, sales growth is now largely driven by rising demand for premium TVs featuring larger screens and…

Home audio and cinema in Greece continues to witness sales decline in 2024, in retail volume and current value terms. The decline is affecting all categories and all price points, with even premium models that are normally more resilient due to their…

In Greece, the best performing headphones are TWS earbuds. Both mass and premium products are prominent within headphones, although mass TWS earbuds enjoy higher volume sales given the shorter lifespan of economy products. TWS earbuds is seeing a…

Inflationary pressures continue to take their toll on discretionary spending in 2024 and this has had an impact upon the performance of consumer electronics in Greece. Furthermore, the government’s green scheme for replacing air conditioners and…

In 2024, computers, laptops, and tablets are still posting very strong volume declines in Greece largely attributed to maturity and post-pandemic normalisation. Notable volume growth occurred during 2020 and 2021, due to the pandemic-induced shift to…

The Thessaloniki in Greece report provides comprehensive city level information benchmarked against other cities in the country and region. The report includes historic data and forecasts on city population, consumer expenditure, digital penetration,…

The Athens in Greece report provides comprehensive city level information benchmarked against other cities in the country and region. The report includes historic data and forecasts on city population, consumer expenditure, digital penetration,…

The market for sweet biscuits, snack bars and fruit snacks in Greece will see continued growth in retail volume terms 2024, despite the impact of rising prices. Indeed, some products in the category have almost doubled in price in the last year,…

The market for sugar confectionery in Greece will see a stagnant performance in retail volume terms in 2024, as consumers move towards more nutritious snack choices. In order to maintain relevance and attract health-conscious consumers, many…

The market for snacks in Greece is expected to register modest growth in retail volume terms in 2024, a slight improvement on the previous year. While this will be accompanied by a higher rate of current value growth, this will be due to…

The market for savoury snacks in Greece is expected to register modest growth in retail volume terms in 2024, a slight improvement on the previous year. As in other categories, one most prominent trends is the decisive shift towards “better for you”…

The market for ice cream in Greece will see an improved performance in retail volume terms in 2024, following the losses experienced during the previous two years. Sales will benefit from the easing of the annual rate of inflation, which will…

Within the context of further retail price increases, demand for gum in Greece is expected to show a modest decline in 2024. Chewing gum is largely an impulse purchase, and with consumers struggling with the high cost of living, many are cutting down…

The market for chocolate confectionery in Greece is set to modest growth in retail volume terms in 2024, continuing the trend of the previous year. Demand is being impacted by ongoing price rises, as input costs spiral to an all-time high. Cacao…

The commodities country overview provides comprehensive data on production, consumption and price trends on key commodities markets. The commodities overview in Greece covers production and consumption trends in agricultural commodities, energy…

The reopening of the market, as the Coronavirus (COVID-19) crisis ebbed, boosted wine in Greece in the on-trade channel. However, strong pressure on disposable incomes, as a result of the cost-of-living crisis, meant Greek consumers went out less,…

Spirits in Greece posted a further, if slower, increase in total volume sales in 2023, notwithstanding the cost-of-living crisis taking its toll on discretionary spending. The increase derived from ongoing strong growth in on-trade consumption as…

RTDs in Greece is one of the most dynamic categories in terms of investment, attracting strong interest from manufacturers and also retailers. Product variety has been increasing year-on-year. The most prominent developments in 2023 were Tails…

As the appeal of cider/perry in Greece remained limited among the domestic population, the category’s performance was fairly flat in 2023, with only a marginal drop in total volume sales. Retail volume sales dropped moderately while on-trade volume…

Beer in Greece posted a slight decrease in total volume sales in 2023, despite the market size still not having fully recovered to the 2019 pre-Coronavirus (COVID-19) level. However, this was mostly due to the decrease in total volume sales of the…

Overall, alcoholic drinks in Greece saw flat total volume sales in 2023, despite the impact of inflation and the cost-of-living crisis upon disposable incomes and purchasing power. Off-trade volume sales fell in a number of categories, influenced by…

Tobacco in Greece posted only modest growth in volume terms in 2023. This occurred within the context of rising levels of health awareness in the country, which had a negative impact on consumption. The cost of living crisis, spurred by a sharp rise…

The market for smokeless tobacco, e-vapour products and heated tobacco in Greece saw vibrant growth in retail volume terms in 2023. Manufacturers are increasingly shifting their focus away from traditional tobacco products, and towards new-generation…

The market for cigars, cigarillos and smoking tobacco in Greece saw a decline in volume sales in 2023, continuing the trend of the previous year. While the largest product area, fine cut tobacco, has proved to be more resilient than cigarettes,…

Retail volume sales of cigarettes in Greece posted a decline in 2023, following the sluggish performance of the previous year. This occurred within the context of rising levels of health awareness in the country, which had a negative impact on…

In 2023, Greece’s GDP growth slowed to 2.2%, but outperformed Western Europe’s average. Economic growth was driven by private spending, gross fixed capital formation, and a resurgence in tourism, although it was hindered to some extent by sluggish…

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…

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…

People are putting more and more emphasis on animal welfare and some brands are incorporating that mindset into their product lines and marketing. For example, Pet City, the leading chain of pet shops and superstores in Greece, attaches great…

There has been a growing demand for high-quality customer service when owners go shopping for their cats, with people increasingly looking for treatments and services as well as food and products for their beloved pets. Pet City, which is the leading…

Volume sales of sun protection continued to grow in Greece in 2023, driven by the momentum of tourism and rising consumer awareness regarding sun hazards, even off-season. Indeed, daily UV protection is now commonplace. On the other hand, the…

Premium skin care largely outperformed the mass segments in Greece in 2023. Big players with huge investments are catering to a growing market of ever more aware, health- and safety-conscious local consumers who increasingly turn to the pharmacy…

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…

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

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…

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…

Hair care registered current value growth in 2023, driven largely by price rises. The two key categories of standard shampoos and conditioners and treatments saw volume sales decline, despite current value growth. For shampoos, price rises were…