Higher turnover thanks to price increases and not consumption

The performance of the Greek supermarket sector confirms the continuation of its growth trajectory, albeit with a clear dependence on price increases rather than on volume-driven consumption, according to data from the market research firm Circana.

Turnover increased by 6.1% in 2025, reaching 14.1 billion euros, up from 13.3 billion euros in 2024.

This upward trend has further strengthened at the beginning of 2026, with the first two months recording a 9.0% increase, as sales rose to 2.16 billion from 1.98 billion in the corresponding period of 2025.

The market structure remains stable, with packaged products (fixed barcode) accounting for 76.5% of total value in the first two months of 2026, and weighed (random weight) or loose products for 23.5%. However, the latter are gradually increasing their share, reflecting the strong momentum of fresh products.

Food continues to be the core pillar

Food products remain the primary pillar of the market, accounting for a total share of 83.6% of FMCG sales in 2026, up from 82.6% in 2025. In terms of growth, food recorded an increase of 10.1% in the first two months, compared with 3.4% for health and beauty products and 3.5% for household goods. The contribution of food to overall turnover growth is decisive, as it absorbs the largest share of consumer spending.

A closer look at individual categories shows particularly strong growth rates for frozen foods (+8.8%), snacks (+10.1%), non-alcoholic beverages (+7.5%), and dairy products (+8.5%). By contrast, more moderate growth is observed in categories such as personal care products (+1.7%) and household goods, which are expanding at around 2%–3%.