Fast-moving consumer goods experienced a 6.7% increase in sales and a 5.2% rise in volume compared to the same timeframe in 2024, showcasing the resilience and adaptability of organized food retail in Greece amidst a fiercely competitive and price-sensitive market.
This impressive momentum in the industry is supported by the latest data available from NielsenIQ, covering the period from the start of the year through May 11, 2025.
11% Growth in Fresh and Bulk Products
The food and beverage sector was the primary driver of growth, registering a value increase of 7.8% and a volume increase of 5.3%.
Fresh and bulk products, including meat, fish, and vegetables, saw the highest percentage rise, with an increase of 11% in value.
Meanwhile, Bazaar items—comprising non-food products like clothing, toys, and electronics—also showed significant growth, with a 10.8% increase.
Fastest Growing Supermarket Categories
Categories registering the most rapid growth include sunscreen (+28.9%), ready meals (+22.4%), and chocolates (+19.4%).
Conversely, some products experienced a decline, such as hand sanitizers (-14.8%), insecticides (-13.5%), and olive oils (-9.7%).
NielsenIQ suggests that these trends can be attributed to rising raw material costs, evolving consumer habits, and the prevailing weather conditions compared to the same period in 2024.
Private Labels Holding Steady at 24.4%
Sales of private labels remained stable, accounting for 24.4% of all fast-moving consumer goods. Notably, there has been a reduction in promotional efforts for branded products, particularly in the personal hygiene and care sectors (down to 73% from 86.1%) and in food and beverages (down to 33.8% from 41.9%). This trend highlights the significant impact of government regulations through the code of conduct on suppliers’ promotional strategies, according to NielsenIQ.
Online Sales Reach 3.3%
Online sales saw a value increase of 12.9%, reaching a 3.3% share of total sales. The categories with the highest online penetration include children’s and infant products, cleaning supplies, bottled water, and cheeses, indicating a shift in consumer preference towards the convenience of digital shopping, especially for certain categories.
Store Type and Geographic Performance
All store types exhibited positive growth, with hypermarkets seeing a 9.1% increase, while Superettes (stores ranging from 100 to 400 sq m) performed even better with a 10.6% increase. Geographically, growth is widespread, with Crete (+9.6%) and the islands (+11.5%) noting the highest increases, while Attica, representing 43% of the consumption value, showed a more modest growth rate of +6.8%.
