FMCG Market in Greece: Q1 2025 Growth, Trends & Shopper Shifts

The Greek Fast-Moving Consumer Goods (FMCG) sector kicked off 2025 with strong momentum, showing solid growth despite inflationary pressures. Here's what Q1 revealed about consumer behavior and category performance.

📊 Market Growth: +7.5% in Sales Value

According to Circana data, the first two months of 2025 saw a 7.5% year-on-year increase in total sales value.
This growth includes both fixed-barcode and variable-weight products, with the latter jumping by +10.9%.

📌 Source: MKDN.gr

🍽️ Best-Performing Categories

• Alcoholic Beverages: +21.8% growth, driven by a preference for premium and occasion-based consumption.

• Snacks & Frozen Foods: Double-digit growth as convenience continues to dominate.

• Dairy & Fresh Vegetables: +11% and +13% respectively – strong demand for fresh and nutritious goods.

• Cold Cuts: –9.6%, indicating either pricing fatigue or reduced interest in processed products.

🛍️ Branded vs Private Label

In a shift from recent years, branded products grew faster (+4.7%) than private label alternatives (+2.5%), suggesting a renewed trust in established brands among Greek shoppers.

🏪 Channel Performance

All retail formats showed positive momentum – from hypermarkets to small stores under 400 sq.m.

Interestingly, small-format stores led the growth with +8.1%, confirming the consumer’s need for convenience and proximity.

🧾 Key Takeaways

• Greek FMCG growth remains resilient and value-driven.

• Consumer preference leans toward quality, freshness, and experience.

• Branded products are regaining share, while convenience channels thrive.

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