Updates

Greek Retail Market Rebounds in 2025: Fresh Categories Drive Growth Despite Inflation

May 22, 2025

πŸ“° The Greek Retail Market Shows Signs of Recovery in 2025

Despite inflationary pressures and a challenging legislative environment, the Greek retail market appears to be rebounding in 2025, driven by strong consumer engagement and targeted category growth.

πŸ“ˆ Market Performance Overview

According to the latest data (up to May 11, 2025):

  • Sales value is up +7.9% year-over-year

  • Volume (units sold) is also positive, at +5.6%

  • Inflation accounts for an estimated ~2.3% of this value growth

This indicates that beyond inflation, real consumption is increasing.

πŸ₯©πŸ₯— Super Fresh Categories Lead the Way

The Super Fresh segment is the main driver of growth:

  • Fish & Meat: +15.2%

  • Fruit & Vegetables: +12.5%

These categories benefit from higher frequency of purchase, a consumer desire for freshness, and greater flexibility in pricing tactics.

πŸ›’ Grocery Staples Show Modest Growth

In contrast, categories like pasta, rice, and core pantry goods recorded a more modest value growth of +3.1%. This suggests that:

  • These categories may be reaching maturity in terms of penetration

  • Price sensitivity remains higher here

  • Promotional efficiency might be declining

πŸ’‘ A Shift in Consumer Behavior

One of the most encouraging signs is that Greek households are:

  • Increasing their overall consumption

  • Becoming more willing to buy higher-value products

  • Seeking out innovation and variety, not just price

This reflects a shift toward quality-driven purchasing in certain segments β€” particularly those that offer a differentiated shopper experience.

βš–οΈ Resilience Amid Economic & Regulatory Pressure

Despite:

  • Persistent inflation

  • Legislative changes that often do not favor the consumer

…the market is showing clear signs of vitality and adaptability. Retailers and brands that prioritize category innovation, pack architecture, and shopper insights will be best positioned to capture this momentum.

πŸ” Key Takeaways

  • Super Fresh is the leading growth engine in 2025

  • Consumer trust and spending are returning, especially in higher-value, differentiated items

  • Balanced category strategies that combine price, innovation, and relevance will win