Greek supermarket spending surges in early 2026, fresh products lead growth

Consumer spending in Greek supermarkets rose significantly in the first two months of 2026, reflecting both increased demand and ongoing price pressures, according to data from NielsenIQ.

Total supermarket sales reached €2.479 billion between December 29, 2025 and February 22, 2026—marking a 9.6% increase compared to the same period last year.

Food and Beverages Dominate Spending
Out of total sales, €1.348 billion was spent on food and beverages, which recorded a combined growth of 9.1%:

• Food: +8.6%
• Beverages: +11.2%

Fast-moving consumer goods (FMCG) overall saw:

• +7.8% growth in value
• +6.3% increase in volume
• +1.5% rise in average unit price

Fresh Products See Strongest Demand
The fastest rise was recorded in fresh and loose products, with sales jumping 14.1% to €640 million, indicating a clear consumer preference for fresh goods.

Other categories also posted gains:

• Household (“bazaar”) items: +9.5% (€152 million)
• Home care products: +3.3% (€194 million)
• Health & beauty: +4.3% (€145 million)
• Private Label Maintains Strong Presence
• Private label products continued to hold a steady share in consumers’ baskets, accounting for 24.4% of total sales, slightly up from 24.3% in previous years—highlighting ongoing price sensitivity among shoppers.

Large Supermarkets Lead Growth
Growth was strongest among large-format stores:

• Hypermarkets (2,500+ sqm): +13.7%
• Mid-sized supermarkets (401–1,000 sqm): +10.8%
• Small stores (100–399 sqm): +9.1%
• Large supermarkets (400–2,499 sqm): +7.5%

The surge in hypermarket sales was partly attributed to bulk purchases made during the New Year holiday period.

Regional Trends
Sales increased across all regions of Greece:

• Thessaloniki & Central Greece: +10.6%
• Peloponnese: +10.5%
• Crete: +10.4%
• Attica (43.9% of total market): +9.1%
• Macedonia & Thrace: +9.1%
• Islands: +8.4%

Outlook
The data underscores a combination of resilient consumer demand and persistent inflationary pressures shaping shopping behavior in Greece, with fresh food and value-oriented choices continuing to drive market trends.