As a result of reforms, economic freedom is improving. Public debt is also falling, and Greece is more peaceful, but corruption is pervasive. Inflation is contained and the economy is proving to be resilient, but exports are under stress owing to global volatility. Although the gender gap remains meaningful and there is an ageing trend, foreign wealthy individuals have flocked to the country. Children’s online activities are under scrutiny and AI is a major focus, but e-commerce trails peers.

Other hot drinks is falling foul of the health and wellness trend, with consumers becoming increasingly concerned about the high sugar content of such products, as well as their use of artificial ingredients. This has had a particularly marked impact on products targeting children.

Hot drinks has seen marked price rises, which are serving to drive up value sales but dampen volumes in Greece. The general rise in the cost of living has made consumers more budget conscious, which, in combination with significant price increases in hot drinks, has constrained demand, as well as encouraging many consumers to look for more affordable options, including private label products.

Coffee is seeing a strong rise in value sales driven by continued price hikes due to the increasing cost of coffee beans on the global market. While rising prices and maturity are acting as constraints on volume growth, retail sales have been supported by a shift away from foodservice towards at-home consumption.

Tea is seeing value sales rise, but volumes fall. Fruit/herbal tea is an exception, as it is seeing demand bolstered by the health and wellness trend. As a result, this category is seeing notable investment and the product offer is expanding.

Bottled water is seeing rising demand supported by tourist flows and the fact that tap water is not considered potable in certain regions of Greece. The category also benefits from a natural, healthy image, which is supporting the development of flavoured bottled water as a viable competitor to carbonates.

Concentrates is seeing volume sales decline as these products are seen as outdated and out of synch with prevailing consumer health trends. Furthermore, the need to prepare these products means that they are struggling to meet the consumer demand for convenience in the midst of ever more hectic modern lifestyles.

RTD coffee is seeing volume sales rise from a relatively low base as it benefits from an expanding product variety and increased availability. The category is heavily reliant on impulse purchases, which is reflected in its distribution, which leans towards small local grocers and convenience stores.

Soft drinks is seeing rising volume sales in Greece, with consumption patterns increasingly being shaped by the search for affordability in a difficult economic climate and increasing interest in health and nutrition. The rise in consumer health consciousness is driving a shift towards reduced sugar options across most categories, while also encouraging shifts between categories, as with the move from carbonates to flavoured bottled water.

Carbonates has been hit by significant price increases, which have served to constrain volume growth, though the category’s performance remains positive. At the same time, rising consumer health consciousness is exerting a growing influence on consumption patterns, driving demand for reduced sugar variants.

RTD tea is seeing rising volume sales supported by its healthy image, with manufacturer investment largely focused on reduced sugar products to capitalise on growing demand amongst health-conscious consumers. Category sales remain highly seasonal and reliant on high temperatures, with tourist flows also making a significant contribution to demand.

Juice is seeing volume sales decline due to significant increases in price in the context of a general increase in consumer budget consciousness, as well as increasing competition from products that are seen as healthier. In particular, the wide availability of fresh fruit in Greece is supporting strong demand for fresh juice, which is perceived to offer greater nutritional value than packaged products.

Energy drinks is seeing rising sales supported by the demand for energy boosts amongst younger consumers leading ever more hectic lifestyles. However, the increasing cost of living has served to dampen growth to some extent, with consumers generally cutting back on spending on soft drinks. Manufacturers are investing in the development of distribution and new flavours to drive growth.

Sports drinks is seeing strong growth supported by the health and wellness trend and the related increase in the number of people engaged in regular sporting activity and exercise. The category’s growth is also being boosted by investment from major players in new product development and the expansion of distribution.

In 2025, value sales of breakfast cereals in Greece grew, driven by rising demand for muesli and granola, family cereals, and children’s breakfast cereals. However, flakes, hot cereals, and organic options recorded a decline. Health-conscious consumption influenced preferences, with wholegrain, sugar-free, and fortified cereals gaining popularity among vegans and parents prioritising children’s nutrition. Children’s breakfast cereals performed well due to its combination of taste, nutritional be

In 2025, baked goods recorded value sales as consumers sought convenience, longer shelf life, and easy-to-prepare options, driving demand for packaged and frozen products. Health-conscious trends also influenced purchases, with rising interest in high-protein, gluten-free, whole-grain, and functional baked goods, prompting brands to innovate and expand their offerings. Dessert pies and tarts, and frozen baked goods emerged as dynamic categories, supported by both traditional and larger industria

Value growth in rice, pasta, and noodles in 2025 was driven by convenience and rising health consciousness. Pasta remained widely consumed, while noodles recorded the fastest expansion, boosted by instant formats and new flavour options. Innovation accelerated across the category, with brands introducing whole-grain, legume-based, protein-enriched, and low-GI products to meet demand for healthier choices. Manufacturers are also increasingly targeting consumers with dietary needs, including those

Value sales of processed fruit and vegetables grew in Greece in 2025, driven by demand for convenient, long-lasting meal solutions. Consumers increasingly appreciate frozen produce for its nutritional retention, reduced preparation time, and year-round availability, while shelf-stable options like canned tomatoes also remain popular. Brands are expanding ready-to-eat and pre-prepared formats, with innovations such as pre-cut avocados and mixed-vegetable packs that reduce waste and offer affordab

In 2025, sales of staple foods in Greece grew steadily, driven by consumer demand for convenience, long shelf life, and easy-to-prepare options amid rising living costs. Health and functionality became key purchasing drivers, with consumers favouring products that are nutritionally enriched, low in sugar or sodium, and free from additives. Looking ahead, growth for staple foods will be supported by convenience, sustainability initiatives, and the rising demand for healthy yet affordable options,

In 2025, processed meat, seafood, and alternatives to meat recorded value growth in Greece, driven primarily by rising consumer demand for meat and seafood substitutes and frozen products. Shifts in eating habits, with more omnivores reducing meat consumption, coincided with strong interest in convenient, ready-to-cook or pre-prepared options. Meat and seafood substitutes, especially frozen ones, led value growth, reflecting broader trends toward plant-based, vegan, and vegetarian diets.

Value sales of sauces, dips and condiments in Greece increased in 2025, underpinned by the category’s strong cultural roots and its growing relevance to modern, convenience-led cooking. These products occupy a unique position in Greek households, straddling both tradition and innovation: from olive oil-based dressings and tomato sauces to ready-to-use marinades and global-inspired condiments. As consumers’ routines accelerate, sauces and condiments are being redefined as time-saving essentials r

Retail value sales of edible oils in Greece declined in 2025, marking a year of adjustment following exceptional price peaks in 2023 and 2024. While inflation eased, olive oil retail prices remained stubbornly high due to older, higher-cost inventory still moving through distribution channels. This kept consumer prices elevated even as wholesale conditions softened. Many households continued to ration olive oil use or supplement it with cheaper vegetable oils to balance budgets. Nonetheless, oli

Retail value sales of sweet spreads in Greece increased in 2025, supported by the category’s deep cultural resonance and evolving health perceptions. Honey remains the cornerstone of Greek sweet spreads, viewed as both a premium natural product and a traditional superfood with long-standing cultural associations. At the same time, nut and seed-based spreads such as peanut butter, almond butter and tahini are driving modern category growth, reflecting consumers’ growing interest in natural nutrit

Value sales of cooking ingredients and meals in Greece increased modestly in 2025, reflecting the category’s strong resilience amid ongoing price pressures and evolving consumption habits. Greek households continue to balance traditional home cooking with the growing desire for convenient, affordable, and nutritionally balanced meal solutions. Ready-to-eat and quick-prep formats gained ground, supported by retailers expanding their in-store food-to-go counters and frozen assortments. Meanwhile,