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Modest rebound reflects healthy demand for consumer appliances
The consumer appliances market in Greece witnessed subtle growth in 2025, driven by a strong housing market and increasing demand for energy-efficient and smart appliances. Retail volume sales climbed by 3% in 2025, following an overall decline in 2024, as the positive impact from government subsides tapered off. Retail volume sales of refrigeration appliances and air conditioners surged in 2022-23 as consumers took advantage of government subsidies to upgrade appliances to a higher energy class. With subsidies already widely embraced, demand for refrigeration appliances and air conditioners declined in 2024 and 2025, as fewer household needed to replace or upgrade. Personal care appliances and food preparation appliances both witnessed strong growth reflecting a growing focus on health and wellbeing. The trend towards premiumisation is a key driver impacting multiple categories, with consumers seeking high-quality, energy-efficient or multi-functional consumer appliances.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Appliances industry in Greece with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Dishwashers
- Home Laundry Appliances
- Large Cooking Appliances
- Microwaves
- Refrigeration Appliances
- Air Treatment Products
- Food Preparation Appliances
- Personal Care Appliances
- Small Cooking Appliances
- Vacuum Cleaners
If you're in the Consumer Appliances industry in Greece, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Consumer Appliances in Greece report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Consumer Appliances in Greece?
- Which are the leading brands in Greece?
- How are products distributed in Greece?
- To what extent has COVID-19 and accordant macroeconomic and retail disruption impacted demand?
- How are considerations such as urban development and the rise in single-person households determining sales growth?
- Where is future growth expected to be most dynamic?
Consumer Appliances in Greece
Modest rebound reflects healthy demand for consumer appliances
Chart 1 Key Trends 2025
Chart 2 Analyst Insight
Strong housing market fuels demand for consumer appliances
Chart 3 Developments In The Housing Market Drive Growth
Energy efficiency drives sales despite economic pressures
Chart 4 Appliances With High Energy Rating Perform Well
Health and wellness trend shapes
Chart 5 Health and Wellness Shapes Trends in Small Appliances
Robust housing market will provide growth stimulus
Energy efficiency and smart technology will drive premiumisation
Health-focused living with also shape purchases
Chart 6 Growth Decomposition of Consumer Appliances 2024-2029
Leading players maintain dominance supported by premiumisation
Appliances and electronics specialists lead distribution
E-commerce continues to shape retail landscape
Chart 7 Real GDP Growth and Inflation 2020-2030
Chart 8 PEST Analysis in Greece 2025
Chart 9 Key Insights on Consumers in Greece 2025
Chart 10 Consumer Landscape in Greece 2025
COUNTRY REPORTS DISCLAIMER
Summary 1 Research Sources
Dishwashers in Greece
KEY DATA FINDINGS
Dishwashers market reports weaker growth in 2025
Chart 11 Key Trends 2025
Chart 12 Analyst Insight
Strong demand for dishwashers driven by housing market
Chart 13 Volume Sales Linked To New House Purchases
Eco features become more mainstream in dishwashers
Chart 14 Eco Features Become More Mainstream
Space restrictions drive growth of compact dishwashers
Chart 15 Space Restrictions Drive Growth Of Compact Dishwashers
Consumers prioritise energy efficiency and smart features
Built-in dishwashers to maintain market dominance
Sustainability and smart features drive business growth
Bsch ikiakes siskeves sa maintains lead amid price sensitivity
Specialists retailers maintain lead with e-commerce growth
Home Laundry Appliances in Greece
KEY DATA FINDINGS
Steady volume growth for home laundry appliances
Chart 16 Key Trends 2025
Chart 17 Analyst Insight
Developments in housing market drive volume growth
Chart 18 Developments In the Housing Market Drive Volume Growth
Smart features become more mainstream
Chart 19 Smart Features Become More Mainstream
Energy efficiency drives upgrade purchases
Chart 20 Energy Efficiency Becomes More Important
Consumers prioritise energy efficiency and smart technology
Larger capacity washing machines lead sales by 2030
European right to repair legislation to impact replacement purchases
Top players maintain lead as market remains concentrated
Specialists retailers lead with flexible payment options
E-commerce growth driven by online players and flexible shopping
Large Cooking Appliances in Greece
KEY DATA FINDINGS
Demand for large cooking appliances remains upbeat
Chart 21 Key Trends 2025
Chart 22 Analyst Insight
Housing market trends drive volume growth
Chart 23 Developments in The Housing Market Drives Volume Growth
Premiumisation trend reflects stronger demand for induction hobs
Chart 24 Shift to Induction Hobs Contributes to Value Growth
Limited impact of Smart and AI-powered appliances
Consumers drive premiumisation with energy-efficient appliances
Induction hobs lead growth in built-in appliances
Regulatory environment and sustainability shape future
BSH Ikiakes Siskeves SA and Pyramis Metallourgia SA maintain dominance
Specialists retailers dominate sales with flexible payment methods
E-commerce growth driven by specialists retailers and pure players
Microwaves in Greece
KEY DATA FINDINGS
Premium models gain appeal
Chart 25 Key Trends 2025
Chart 26 Analyst Insight
Premium and built-in models drive sales growth
Chart 27 Developments In The Housing Market Favours Built-In Models
Multi-functional microwaves are gaining appeal
Chart 28 Multifunctionality Is a Key Trend In Microwaves
Consumers drive demand for premium and multifunctional microwaves
Built-in microwaves to outperform freestanding microwaves in growth
Smart home trend and sustainability to shape future sales
Leading manufacturers maintain dominance through premiumisation
Specialist retailers lead microwaves sales with expert advice
E-commerce gains traction with competitive pricing and wide offerings
Refrigeration Appliances in Greece
KEY DATA FINDINGS
Declining sales after surge in demand over 2022-23
Chart 29 Key Trends 2025
Chart 30 Analyst Insight
Lack of government subsidies leads to volume decline
Smart features are starting to gain traction
Chart 31 Smart Features Remain Limited to Premium Models
Premium models benefit from trend towards energy efficiency
Chart 32 Energy Efficiency Is a Key Trend in Refrigeration Appliances
Smart features drive premiumisation and sales growth
Built-in appliances gain traction amidst economic stability
Sustainability to drive future growth of premium models
BSH Ikiakes Siskeves SA holds strong lead in refrigeration appliances market
Specialist retailers drive sales with competitive pricing
Retail e-commerce sales rise in 2025
Air Conditioners in Greece
KEY DATA FINDINGS
Air conditioners benefit from climate change
Chart 33 Key Trends 2025
Chart 34 Analyst Insight
Climate change boosts air conditioner sales
Chart 35 Climate change Is Favourable To Category Performance
Sustainability drives value sales growth
Chart 36 Retailers Offer Discount Vouchers for Recycling Old Appliances
Smart features become standard in air conditioners
Chart 37 Smart Appliances Gain Market Share
Greece air conditioners market to grow steadily
Split air conditioners to remain dominant
Sustainability drives premiumisation and growth
Leading brands maintain dominance through competitive pricing
Specialist retailers dominate air conditioner sales
E-commerce plays a limited but growing role
Heat Pumps in Greece
KEY DATA FINDINGS
Positive housing market and sustainable benefits drive sales of heat pumps
Chart 38 Key Trends 2025
Chart 39 Analyst Insight
Government subsidies and housing market drive sales growth
Chart 40 Heat Pumps Benefit From Developments in The Housing Market
Energy efficiency and lower running costs drives demand for eco-friendly solutions
Heron and AHI carrier drive eco-friendly innovation
Chart 41 Energy Efficiency Drives Growth Of Heat Pumps
Government incentives and energy efficiency drive growth
Air to water heat pumps dominate the market
Incentives and sustainability shape the future
Premium brands maintain lead as cheaper alternatives gain share
Builder merchants and specialists dominate distribution
E-commerce gains traction with competitive pricing and convenience
Food Preparation Appliances in Greece
KEY DATA FINDINGS
Food preparation appliances witness strong volume growth
Chart 42 Key Trends 2025
Chart 43 Analyst Insight
Consumers prioritise essential spending over appliance purchases
Chart 44 Influencers and Cooking Shows Key to Shaping Trends in Food Preparation Appliances
Affordability drives dynamic growth in mixers
Ninja and Nutribullet drive innovation with new launches
Chart 45 Launch of Nutribullet Drives Growth In Juicers
Consumers favour affordable options amid economic pressures
Blenders to remain dominant, mixers show dynamic growth
Sustainability and convenience trends to shape future
Ninja and Nutribullet claim share changes
Chart 46 Ninja Gains A Stronger Foothold In 2025
E-commerce gains traction with wider product variety and competitive prices
Personal Care Appliances in Greece
KEY DATA FINDINGS
Strong growth for personal care appliances
Chart 47 Key Trends 2025
Chart 48 Analyst Insight
At-home grooming gains share
Chart 49 At Home Grooming Is Driving Demand For Personal Care Appliances
Premiumisation drives value sales
Demand for convenience drives innovation in product design
Chart 50 Dyson performance is boosting value sales
Chart 51 Design and functionalities under the spotlight of developments
Solid growth prospects for personal care appliances
Hair care appliances to lead growth, driven by styling brushes
Premiumisation and sustainability to shape future developments
Competitive landscape is moderately concentrated
Fragemented distribution of personal care appliances
Small Cooking Appliances in Greece
KEY DATA FINDINGS
Favourable performance for small cooking appliances
Chart 52 Key Trends 2025
Chart 53 Analyst Insight
Healthy living and busy lifestyles drive demand
Chart 54 Coffee Machines Benefit From Channel Shifts
Healthy living drives innovation in small cooking appliances
Chart 55 The Healthy Living Trend Is Shaping Trends In Cooking Appliances
Ninja gains market share with premium air fryers
Chart 56 SharkNinja Gains Market Share Within Air Fryers In 2025
Premium brands drive growth through innovation
Air fryers and multicookers to lead growth
Smart features and at-home coffee consumption to drive sales
Niche brands gain share as SharkNinja momentum continues
E-commerce share grows as consumers seek convenience and competitive prices
Vacuum Cleaners in Greece
KEY DATA FINDINGS
Growth opportunities prevail despite market decline
Chart 57 Key Trends 2025
Chart 58 Analyst Insight
Vacuum cleaners market shows declining sales over 2025
Chart 59 Stick Vacuum Cleaners Drive Sales Growth
Smart features boost value growth in robotic vacuum cleaners
Chart 60 Smart vacuum cleaners contribute to value growth
Dyson drives premiumisation with innovative cordless vacuum
Chart 61 Premiumisation Contributes To Value Growth
Convenience and energy efficiency drives future sales
Standard vacuum cleaners remain dominant but face challenges
Premiumisation to nurture value growth
BSH Ikiakes Siskeves SA and Miele Hellas SA
E-commerce retailers are driving shifts in distribution
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Consumer Appliances
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- Built-In Major Appliances
- Freestanding Major Appliances
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- Built-in Dishwashers
- Freestanding Dishwashers
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- Built-in Home Laundry Appliances
- Freestanding Home Laundry Appliances
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- Built-in Automatic Dryers
- Freestanding Automatic Dryers
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- Built-in Automatic Washer Dryers
- Freestanding Automatic Washer Dryers
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- Built-in Automatic Washing Machines
- Freestanding Automatic Washing Machines
- Semi-Automatic Washing Machines
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- Built-in Large Cooking Appliances
- Freestanding Large Cooking Appliances
- Built-in Hobs
- Ovens
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- Built-in Cooker Hoods
- Freestanding Cooker Hoods
- Cookers
- Range Cookers
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- Built-in Microwaves
- Freestanding Microwaves
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- Built-in Refrigeration Appliances
- Freestanding Refrigeration Appliances
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- Built-in Electric Wine Coolers/Chillers
- Freestanding Electric Wine Coolers/Chillers
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- Built-in Freezers
- Freestanding Freezers
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- Built-in Fridge Freezers
- Freestanding Fridge Freezers
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- Built-in Fridges
- Freestanding Fridges
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- Portable Room Air Conditioners
- Split Air Conditioners
- Window Air Conditioners
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- Air Purifiers
- Air Coolers
- Cooling Fans
- Dehumidifiers
- Humidifiers
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- Air to Water Heat Pumps
- Ground Source Heat Pumps
- Other Heat Pumps
- Small Heating Appliances
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- Blenders
- Food Processors
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- Centrifugal Juicers
- Slow Juicers
- Mixers
- Other Food Preparation Appliances
- Irons
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- Body Shavers
- Electric Facial Cleansers
- Hair Care Appliances
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- Battery Toothbrush Units
- Electric Toothbrush Units
- Other Oral Care Appliances
- Other Personal Care Appliances
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- Breadmakers
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- Espresso Coffee Machines
- Filter Coffee Machines
- Other Standard Coffee Machines
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- Hard Pods
- Soft Pods
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- Coffee Mills
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- Air Fryers
- Oil Based Fryers
- Electric Grills
- Electric Steamers
- Freestanding Hobs
- Kettles
- Rice Cookers
- Slow Cookers
- Other Small Cooking Appliances
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- Cylinder Vacuum Cleaners
- Handheld Vacuum Cleaners
- Stick Vacuum Cleaners
- Upright Vacuum Cleaners
- Steam Vacuum Cleaners
- Robotic Vacuum Cleaners
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Consumer Appliances
Consumer Appliances is the aggregation of major appliances and small appliances. Major appliances are an aggregate of the following categories: refrigeration appliances, home laundry appliances, dishwashers, large cooking appliances and microwaves. Small appliances are an aggregation of the following categories: food preparation appliances, small cooking appliances, vacuum cleaners, irons, personal care appliances, heating appliances and air treatment appliances.
See all of our definitions
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This report originates from Passport, our Consumer Appliances research and analysis database.
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