The Greek fast-moving consumer goods (FMCG) market reached a new all-time high in 2025, with supermarket turnover soaring to €14.094 billion, according to the latest data from Circana. The sector recorded annual growth of 6.1%, meaning supermarket chains added €810 million more to their tills compared to 2024.
Despite a more expensive basket, consumers bought more. Sales volumes increased by 3.7%, while the average price per unit rose by just 1.7%, well below the official inflation rate of 2.5% for the January–September 2025 period.
Fixed barcode supermarket products generated a turnover of €10.94 billion, up 5.5%, as random weight (loose) products climbed to €3.16 billion, posting a much stronger 8.2% increase.
Neighbourhood stores (0–400 sq.m.) continued to outperform, recording 6.8% growth, above the market average. Hypermarkets (2,500+ sq.m.) also delivered a strong performance, with turnover up 6.9%, while mid-sized stores trailed behind.
Online grocery sales appear to have entered a phase of stabilisation, accounting for 2.2%–2.5% of the total market, underperforming overall market growth by 3–4 percentage points. Digital turnover reached €310 million in 2025, up 3% year-on-year.
Private label keeps gaining ground
Private label products continued to steal share from branded goods, reaching 27.3% of total sales in 2025, up from 26.8% in 2024. Private label sales rose 7.5%, while branded products grew by just 4.8%, losing half a percentage point in market share.
Promotional intensity eased slightly, with sales driven by temporary price reductions accounting for 24.6% of total turnover, down from 25.4% in 2024, mainly due to lower promotional pressure in health & beauty and household products.
Where prices rose, and where they fell
Price developments varied significantly across categories. At the giga-category level, food, which accounts for 82.6% of total turnover, saw prices rise 2.5%, while prices fell 1.2%in health & beauty and 0.5% in household products.
Snacks recorded the highest price increase per unit (+7.8%), mainly due to cocoa-based products, soft drinks and non-alcoholic beverages followed with +4.3%, and packaged foods rose 1.9%, dairy products 1.7%, and alcoholic beverages 1.5%.
On the downside, cooking aids and condiments fell 4.2%, driven by lower olive oil prices, personal care and beauty products declined 2.1%, personal hygiene (-0.2%) and household goods (-0.7%) also edged lower, as cleaning products and paper goods remained broadly stable.
