Although two in three Greeks say they only have money for “essentials,” the volume of supermarket sales increased in 2025, according to a study by NielsenIQ reported by Efimerida ton Syntakton.
Specifically, the sector of fast-moving consumer goods (FMCG) — everyday products — grew overall by 5.9%. This increase was driven mainly by a 4.2% rise in sales volume, while prices rose by 1.7%.
At the same time, supermarket turnover increased by 7.1% in 2025, accounting for 82.4% of the total market value of sales, which also includes cash & carry stores and the so-called “traditional” channel (small convenience shops, kiosks and similar outlets).
A key driver of this growth is the shift in purchases from small shops to supermarkets. Since 2012, convenience stores have declined by 25% and kiosks by 50%, pushing more consumers toward large retail chains. Meanwhile, turnover in these smaller outlets fell by 2.7%.
Supermarket turnover rose by 7.1% last year, and the picture for the first two months of 2026 is similar, with sales up 6.2%.
In addition, in recent years many tourists have opted to cook rather than eat out, buying groceries from supermarkets. By contrast, the wholesale market for the food service sector (cash & carry stores) has weakened: sales volume declined and turnover in 2025 remained almost unchanged (-0.4%).
At the same time, consumers are increasingly turning to lower-priced products. Around 40% of purchases involve products on promotion, while private-label supermarket products account for 24.4% of sales.
The picture for turnover in the first two months of 2026 (+6.2%) is similar to last year’s. However, companies are expressing caution about the outlook, due to geopolitical tensions and their potential impact on the economy, as well as government measures such as price caps.
Source: Εfimerida ton Sintakton
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