The market is being prepared for the Easter festive season, with strict controls and cooperation of the relevant ministries, to ensure the adequacy of goods and prices. Merchants look forward to enhancing demand through Easter basket and the godfather basket, while consumers are already conducting their first surveys on upcoming markets.
At the same time, the increase in the minimum wage is expected to boost purchasing activity, while the payment of the Easter gift to the private sector by Wednesday, April 16, is believed to boost consumption. Supermarkets, on the other hand, are preparing for increased demand and have already made orders, while preparing for the Easter basket, in order to contain the price of products required for the traditional festive table.
The “Easter basket” will take place on April 9 and will last until Good Saturday, April 19th. “Traditional” will include lamb, goat, brioche, Easter chocolate eggs and chocolate products.
It is recalled that the “Easter basket” will enter into force for the third consecutive year and is a temporary expansion of the “household basket” initiative.
In addition, the decision is expected on the “godfather basket” which will include categories of products such as: Easter candles – toys, board / puzzles, dolls, dollhouse and other accessories (imitation games), baby games, playing games, games and playing games, e.g. balls, baby baskets and goals), plush, music games, chocolate eggs and corresponding products (optional).
In the meantime, market controls are intensified as an action plan is being launched to contain lamb prices in the face of Easter. In this context, a meeting was recently held by the Ministers of Development Takis Theodorikakos and Rural Development and Food Costas Tsiaras at the Ministry of Development. The main objective is to protect the consumer and to support Greek production, through targeted actions that prevent unjustified pricing and profanity. All market data were put on the table, as well as the next moves to ensure smooth conditions in view of the holidays. In the next period, reinforced controls will be launched by the competent authorities of the two ministries, both at the wholesale and retail stadium, with the aim of observing the projected profit rate and preventing distortions in the market. The two ministers have made it clear that the government would continue to closely monitor developments, aiming for an Easter table with affordable prices and without surprise for consumers.
The new consumer purchasing habits
However, the issue of consumer behavior in the face of Easter remains crucial as research reflects changes in both the consumer and eating habits of the Greeks. Specifically, the major impact on consumer purchasing behavior have the appreciation of the products of daily use, according to the results of annual research by the Athens University of Economics and Business held at the Marketing Research Laboratory of the Athens University of Economics and Business. The quantitative survey was carried out by telephone in January 2025 in a sample of 1355 consumers with random sampling and using a structured electronic questionnaire and special software.
According to the results of the survey, 93% said they were financially difficult due to high prices in the supermarket. Also, consumers are mainly turning to cheaper and fewer markets. 4 out of 10 say they are limited to absolutely necessary products. Almost one in ten consumers states that he cannot even buy the elementary.
Consumers also said who they think is more responsible for excessive consumer products between multinational industries, Greek industries, large commercial chains and small local stores. Most consumers chose multinational companies (68%) while large chains were in second place (25%). Very small percentage (6%) chose domestic manufacturers and few (1%) small stores.
Economically, valuations of 2024 and consumer expectations for the year 2025 are primarily negative. Specifically for 2024, 48% reported that their financial situation became worse, 39% said it remained the same and 13% said it was better. For 2025 34% reported that it would be worse, 20% better and 46% will remain the same. 24% predict that they will make fewer purchases in 2025, 11% more and 65% the same.
For the household basket, 35% believe it is a useful measure, 43% shopping for products in the household basket.
Respondents, in the context of the survey, said what percentage of the products they buy represent private label products. The average price was estimated at 35.5% and is practically the same percentage as last year, remaining for a second year at the top of the private label rates in the 20 years of investigation.
Also, the share of the private label in the shopping cart is well over 30% of the codes entering the consumer basket, that is, over 3 out of 10 products purchased are private label codes. Private label products are also high.
The majority of consumer (68%) are very satisfied or satisfied with private label products and only 12% express dissatisfaction. Neutral holds 28% of respondents. The respondents compared the private label with the brands of manufacturers in key features. On the issue of price, the overwhelming majority of the sample 78% believe that private label products have a better price. In the question of quality, 24% of respondents believe that they are worse quality products, 62.4% of the same quality, while 13.6% consider them higher quality than manufacturers’ brands. 28.1% of the sample find the packaging of private label products worse, 8.5% better and 63.4% comparable to those of other brands.
In a comparison question, 15% of respondents evaluate private label products as better or much better, 21% as worse or worse than suppliers’ brands. But the vast majority of consumers at 64% consider them the same.
The more general conclusion is that private label products have matured on the market and are considered equivalent or better choices by almost 80% of consumers. In the context of the survey, the intention of buying private label products in 12 product categories was also measured. For example, 80.3% of consumers are willing to buy private label stationery, while the corresponding rate for wines, beers and alcohol is 13.5%.
Regarding the number of supermarkets used by consumers, only 30% of respondents said they are constantly shopping for a supermarket and 70% distribute markets to more. 90.6% of respondents use up to 3 different stores for their purchases.
The frequency of purchases in supermarket chains has an average price of 6.3 times a month. Most consumers say they shop 4 times a month. 75% of respondents shop up to 8 times a month. The amount of expenditure was also measured every time they shop. The average expenditure in the supermarket is estimated at 64 euros. Specifically, the average monthly expense is estimated at 334 euros. 75% of consumers spent up to 400 euros per month. 92.4% of respondents say they have preceded what species to buy before going to the natural or electronic supermarket.
On the subject of the brand of each product, only 43.5% of respondents appear, ie 56.5% of consumers choose a brand in the store while shopping. Regarding the way they choose products in the supermarket, respondents stated the importance they attach when shopping to basic product selection criteria.
Looking at the importance of the product selection criteria, it appears that the most important criteria for selection of products are the price, quality, offers, and Greek origin. Concerning the importance of consumers to specific supermarket selecting criteria, research has shown that prices, offers, quality and variety of goods are of the greatest importance in selecting a store by the consumer.