29 January 2026

Cautious optimism in the Greek market is observed by the EY Future Consumer Index survey, conducted in late November, in collaboration with MRB and Choose Communications. The Greek consumer public is receptive to a consumer-centric strategy that can lead retailers to success, provided they take specific parameters into account.
Consumers in Greece are seeking greater value in their purchases, and within this context, 43% choose cheaper brands that offer similar products. Similarly, 41% shop at discount stores or comparable supermarkets. 37% wait for products to go on sale before purchasing them. Waiting for products to go on sale can even influence the weekly shopping channel. 36% of consumers in Greek retail have turned to private label products or own-brands of the chain where they shop, according to the EY survey. Furthermore, 35% participate in loyalty schemes to earn points, discounts, or exclusive offers. Supermarket chains in Greece are in the phase of integrating personalized offers to consumers, noted the general director of the Hellenic Supermarket Association, Apostolos Petalas: "Personalized offering and communication is feasible, following tests of continuous communication with the consumer that preceded it."

The value-for-money equation

"Exceptional service" emerges as an important factor: 74% have switched brands or stores due to poor service. 65% will give a positive recommendation for good service, regardless of price. 43% consider it more important than price. 64% are concerned about the rising cost of living, compared to 69% in 2024. 56% spend less money on non-essential products. Fewer (51%) struggle with increased costs compared to 2024 (59%). However, 43% buy only essentials, while 23% are unable to cover unexpected expenses over €500. "The consumer maintains a value-for-money sensibility. Emotionally, they want to feel that their purchasing choices are the best for their family," said Mr. Petalas. "The Swiss choose private label products 55% of the time, with fewer income challenges," he added. 79% of Greek consumers have noticed package size reductions (shrinkflation). Fresh foods maintain the least multichannel strategy. 83% purchase from physical stores - 16% online. 74% browse only in physical stores, 20% only online, 12% in both, and 16% buy directly.

Konstantinos Vorilas

 

Source: FoodReporter Friday December 12 2026, page 1.