COMPETITIVE LANDSCAPE
Nike and adidas dominate despite market polarisation
The footwear market in Greece was moderately concentrated in 2025, with the top two brands, Nike and adidas, holding a significant share. Nike retained its position as market leader with a 13% share, while adidas followed closely, also with a 13% share.
Opportunities emerge for niche and premium brands
The changes in the competitive landscape present opportunities for businesses in the market. The growing demand for premium and sustainable products creates a niche for brands like Laiik, which focuses on local craftsmanship and eco-friendly materials.
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Overview:
Understand the latest market trends and future growth opportunities for the Footwear 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.
If you're in the Footwear 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 Footwear 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 Footwear in Greece?
- Which are the leading brands in Greece?
- How are products distributed in Greece?
- How is the rise of e-commerce shaping demand?
- What % of apparel and footwear sales are made via grocery retailers?
- Do consumers want premium quality or fast fashion?
- How will COVID-19 and recession impact demand?
- How important is sustainability in Footwear in Greece?
- Where is future growth expected to be most dynamic?
Footwear in Greece - Category analysis
KEY DATA FINDINGS
Premiumisation, local craftmanship and sustainability support expansion of challenger brands
Mid-market footwear brands face pressure from polarisation
Tourism surge boosts demand for destination-specific footwear
Challenger brands capture growth with niche strategies
Premium local brands and sustainability drive future growth
Demand for versatile footwear
Nike and adidas dominate despite market polarisation
Opportunities emerge for niche and premium brands
Omnichannel retailing gains traction among footwear retailers
Retail e-commerce grows steadily, driven by convenience and price
Challenger brands drive innovation with unique offerings
Apparel and Footwear in Greece - Industry Overview
Modest current value growth
Mat Fashion navigates market polarisation with niche positioning
Kappa Greece engages Gen Z through culture and street style
Ancient Greek Sandals capitalises on travel and tourism boom
Consumers drive growth through online channels and sustainability
Apparel remains largest category with stable growth prospects
Niche segments drive growth through diversification and circularity
Leading brands maintain strength in a fragmented market
No significant mergers or new product launches expected
Retail offline remains dominant despite e-commerce growth
Retail e-commerce drives growth with immersive experiences
Experience and technology shaping the retail environment
Targeting tourism boom
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Footwear
- Children's Footwear
- Men's Footwear
- Women's Footwear
Footwear
This is the aggregation of children's footwear, men's footwear and women's footwear. Includes all men’s, women’s and children’s outdoor and indoor shoes made of materials as leather, fabric or plastic. Outdoor shoes includes all dress shoes, trainers, sports shoes, sandals, boots, pumps, and high heels. Indoor shoes includes house-shoes and slippers. Items must be new when sold to the consumer; second-hand/used footwear is excluded. Antique and/or vintage footwear is also excluded. Sports footwear (broken out as a separate category) is included in total footwear figure. One pair of footwear constitutes one volume unit.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Footwear research and analysis database.
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