16 April 2026
The picture of organized retail in 2025 confirms the ongoing restructuring of the market, with the key drivers being network expansion and differentiated growth across geographic regions.
According to NielsenIQ, chain growth was largely supported by the expansion of franchise networks, with a focus on convenience stores. The strengthening of these points of sale, primarily through smaller formats, reflects the need for greater proximity to the consumer and faster service for everyday needs. Overall, more than 100 new stores were added throughout the year, further reinforcing the penetration of organized retail.
Differentiation by Channel and Geographic Dynamics
At the same time, the Cash & Carry channel continued its downward trend, both in volume and in sales value, confirming the shift in consumption toward other channels and service formats.
Of particular interest is the geographic distribution of growth. The Greek islands recorded the largest increase in sales value, at a rate exceeding 10%, significantly boosting their share of total organized retail turnover. Similarly, Crete and the Peloponnese also demonstrated strong momentum, confirming the steady strengthening of the regions.
This trend is directly linked to the expansion of tourism activity and the longer duration of the tourist season — factors that now substantially influence the overall market picture.
New Rules on Promotional Activities
At the same time, the implementation of the new Code of Conduct led to a noticeable reduction in the intensity of promotional activities throughout 2025. Promotional rates were significantly curtailed compared to the beginning of the year, creating a more balanced environment for commercial practices.
This development directly affects how brands approach their growth on the shelf, as reliance on promotions diminishes and the emphasis gradually shifts toward more stable performance drivers.
The Importance of Early Preparation
In this evolving environment — where growth is not distributed evenly and certain regions are gaining increased importance — timely adaptation carries particular weight. Strengthening presence in high-potential markets, such as island regions, appears to be a critical factor in capitalizing on the opportunities that are taking shape.
As these trends become more entrenched, the ability to plan ahead and activate early at the point of sale is emerging as a key success factor for brands in modern retail.