Circana: Supermarket sales reach 12.1 billion euros in 2024

Supermarket turnover was boosted by 2.6% in 2024. According to data from research company Circana, the market showed a turnover of 12.1 billion euros compared to 11.8 billion euros in 2023. The same data shows that the market saw sales volumes increase by 2.8% and FMCG turnover growth of 2.6%.

The food category saw a 3.6% increase in sales value, while the other two major categories, household cleaning products and personal care products, recorded a 0.9% decline in sales. However, all categories achieved volume growth ( food 2.8%, personal care 3.1% and household cleaning products 1.5%).

Private label showed higher growth than branded products, recording a 4.4% sales growth rate compared to 2% for branded products. According to Circana's data, pl's share of food reached 27.4% in 2024, up from 26.7% in 2023 and 26.3% in 2022.

In terms of promotions, their intensity was maintained and strengthened by 0.4 of a point, with the share of promoted codes at 25.7%.

The stores preferred by consumers, based on Circana's data, sales in small outlets with a surface area of up to 400 sqm increased by 5.5%. Sales in hypermarkets were up 3.1%, turnover in stores from 1,000-2,500 sqm increased by 2.6%, while sales growth in stores from 400-1,000 sqm was 1.5%.

The geographic regions with the highest sales growth were Crete (5.2% increase), Northern Greece (3.9%), Peloponnese (3.1%), Thessaloniki (2.7%), followed by Central Greece with sales growth of 1.7% and Attica.

AMNA