Shoppers choose private labels for price, Greek-made goods for quality
Greek consumers are increasingly opting for private label products to cope with high supermarket prices, while continuing to show strong trust in domestically produced goods, according to a recent academic survey.
A study conducted in January 2026 by the Athens University of Economics and Business found that private label products reached a new historic high for the third consecutive year, accounting for nearly four out of every ten items purchased by Greek households, Professor George Baltas told the Athens-Macedonian News Agency (ANA-MPA).
Baltas noted that the growing “Made in Greece” consumer movement is reinforcing the rise of private labels, as many such products are manufactured in Greece by domestic producers for supermarket chains. He added that investments by retailers in expanding and improving private label ranges have also driven the trend.
Describing the findings as encouraging, Baltas said the strong preference for Greek-made products reflects solidarity and economic self-preservation, contributing to economic growth, improved trade balance and lower unemployment.
