The supermarket in Greece remains upward, with positive performance and sales volume from the beginning of the year until May 11, 2025.
According to recent Nielseniq figures, which now capture a clear market image – released by seasonal influences, such as Easter and other holidays – exhausted consumer goods (FMCGS) recorded an increase of 6.7% in value and 5.2% in volume compared to the corresponding period of 2024.
Specifically, rapid consumer products recorded a 6.7% increase in value and 5.2% in volume, compared to the corresponding period of 2024, confirming the durability and adaptability of the industry in an environment that remains highly competitive and sensitive to prices.
The Food and drinks were the basic growth lever, with a 7.8% increase in value and 5.3% in volume. The Fresh and bulk products, including meat, fish, vegetables, etc., scored the highest percentage rise, with +11% in value. At the same time, bazaar products, including non -foods such as Clothes, toys and electrical appliances, recorded a percentage increase of 10.8%.
Notable is the Enhance electronic sales, which increased by 12.9% in valuewith their share reaching 3.3% of all sales. The most penetration of online channel penetration include baby-bridal products, cleaners, bottled water and cheeses, confirming consumers’ turn, especially for some categories, to the ease and speed of digital markets.
At the store level, all the types have shown a positive course, with the Hypermarkets to record an increase of 9.1%while Superettes (stores between 100 – 400 sqm) show even more intense positive trend in +10.6%.
Geographical analysis indicates that growth is widely dispersed, With Crete (+9.6%) and islands (+11.5%) stand out for higher increaseswhile Attica, which accounts for 43% of the value of consumption, has the most moderate trend at +6.8%.
The image of private labels remains stable, with a 24.4% share of the total FMCGs, while a significant reduction in promotional actions for branded products, especially in personal hygiene & care categories (73% from 86.1%) but also in food and drinks (33.8% from 41.9%), is in accordance with Code of Conduct had a significant impact on suppliers’ strategy in promotions, according to Nielseniq.
Finally, the categories that stood out for faster growth include sunscreen (+28,9%), the ready meals (+22.4%) and chocolates (+19.4%), while a decline was recorded in products such as hand disinfectants (-14.8%), insecticides (-13.5%) and olive oils (-9.7%). According to Nielseniq, this trend is due to the increase in raw material prices, the different consumer habits that emerge, and to the weather conditions in relation to the corresponding period in 2024.