Value sales of sports nutrition recorded a strong, single-digit increase in Greece in 2025. Sports nutrition is among the best-performing categories in consumer health, with sales in 2025 growing faster than the consumer health average. Greek consumers are increasingly focused on health and physical performance as part of a broader commitment to wellbeing, fuelling growth in both gym attendance and sports nutrition product uptake. Once considered a niche market, sports nutrition has become mains

Value sales of NRT smoking cessation aids in Greece increased slightly in 2025. Despite increased advertising investment by market leader Nicorette, the sole OTC brand in the category, penetration of NRT remains limited. While consumer awareness is gradually improving, the majority of smokers continue to favour alternative methods for quitting, with NRT appealing only to a relatively small consumer base.

Value sales of cough, cold and allergy (hay fever) remedies increased in Greece in 2025, although growth slowed compared to 2024. Volume growth was notably modest across most categories, reflecting the absence of a significant surge in illness during the year. The increase in value was primarily driven by retail price hikes among leading brands.

Value sales of wound care increased slightly in Greece in 2025. The growth is primarily attributed to the rising penetration of higher-value products, particularly first aid kits. While the use of economy brands is increasing in segments like sticking plasters/adhesive bandages and gauze, tape and other wound care, consumers show a greater willingness to invest in comprehensive first aid kits.

Value sales of digestive remedies increased in Greece in 2025, although the pace of growth was slower compared to 2024. The rise in value was primarily driven by retail price hikes across leading brands, with most categories experiencing an increase in average unit price.

Retail value sales of consumer health rose in Greece in 2025, driven largely by price increases across leading brands in most categories. Due to market maturity and fewer widespread illnesses, volume growth in 2025 was modest across most areas. Sleep aids remained among the strongest performers in consumer health, despite increasing penetration over the review period. Vitamins and dietary supplement sales continued to grow, albeit at a slower pace, following the category’s post-COVID 19 normalis

Value sales of dermatologicals increased in Greece in 2025, primarily driven by retail price hikes among leading brands. In all categories, value growth outpaced volume growth, reflecting both price increases and the rising penetration of higher-priced, added-value SKUs. For example, within nappy (diaper) rash treatments, while Sudocrem remains the preferred choice among the elderly, growth in child-specific products is being fuelled by premium brands such as Frezyderm and Weleda.

Value sales of herbal/traditional products increased in Greece in 2025. Growth was driven primarily by price increases across all subcategories, although price rises in herbal/traditional products were more modest compared to those seen in standard consumer healthcare. This narrower price gap is benefiting the category, as its historically higher retail prices have previously limited its penetration. As such, in 2025, pricing was less of an obstacle to growth in herbal/traditional product sales.

Value sales of eye care increased in Greece in 2025, with growth supported by both price hikes and a shift toward more premium products, alongside a rise in volume sales. The uptick in volume is largely attributed to the ageing population, as older consumers are more prone to dry eye, boosting demand for artificial tears. Standard eye care remains the largest and most dynamic segment, with value growth driven by premiumisation and increased demand. Dry eye is becoming more prevalent due to not o

Value sales of analgesics increased in Greece in 2025, although the rate of growth slowed compared to 2024. Growth is largely attributed to higher retail prices among leading brands, as well as value gains from key products such as Depon. Depon saw a rise in value sales driven by the launch of Depon Plus, a higher-priced SKU compared to other Depon variants. In contrast, Depon Tabs, the lower-priced option, continued to lose share as consumers shifted towards more effective or fast-acting format

Value sales of sleep aids recorded a double-digit increase in Greece in 2025, making the category one of the top performers in consumer health. Despite growing penetration during the review period, sleep aids continued to post strong sales increases, above the consumer health average. Growth has been strongly supported by heavy advertising from leading brand ZzzQuil, which is not only boosting its own performance but also raising consumer awareness and lifting the category overall. Although comp

Value sales of weight management and wellbeing products increased in Greece in 2025, reflecting rising interest in wellness, fitness, and a healthier lifestyle. However, a notable shift in consumer perceptions is taking place. Weight loss is no longer the primary motivator for purchasing these products; instead, Greek consumers are increasingly prioritising overall wellbeing, balanced nutrition, and an active lifestyle.

Value sales of dietary supplements in Greece increased in 2025, primarily driven by retail price hikes across most categories. While price increases boosted overall market value, they also prompted greater price sensitivity among consumers, resulting in slower volume growth, particularly as supplements are often perceived as non-essential. Therefore, dietary supplements is more susceptible to discretionary spending cuts.

Value sales of paediatric consumer health products increased in Greece in 2025, driven largely by price rises. However, self-medication remained low in the category, as most parents are reluctant to use products on their children, before consulting a paediatrician.

Value sales of vitamins increased in Greece in 2025, driven partly by price rises but also by a modest recovery in volume following previous declines linked to post-COVID normalisation. However, overall volume growth remained sluggish, constrained by reduced discretionary spending as shrinking disposable incomes continue to weigh on consumer behaviour.

In 2024, Greece ranked 16th in Western Europe for average gross income, with real per capita disposable income growth of 2.1%, down from 5.0% in 2023. Despite this slowdown, the country's per capita disposable income is forecast to increase by 12.4% over 2024-2029, driven by tourism and digital economy initiatives. Moreover, the gender income gap remains significant, with men earning 51.7% more than women, though women's educational attainment is on the rise.

Retail value sales of airlines in Greece rose in 2025. Although growth moderated versus 2024, airlines posted solid revenue gains. Performance was supported by a rise in passenger numbers and by higher average fares, as ticket prices remained elevated. International routes – particularly long-haul – outperformed domestic services and contributed disproportionately to revenue. Ancillary income continued to expand, with more passengers paying for seat selection, baggage and in-flight add-ons.

Retail value sales of lodging (destination) in Greece rose in 2025. Although growth has slowed compared with 2024, hotels continue to post positive results, with luxury properties delivering the strongest performance in value terms. This reflects both sustained investment in the premium segment and a growing appetite for upscale experiences, which are helping luxury hotels outperform the wider category. Expansion in the number of high-end outlets is also fuelling growth, with several prominent o

Tourism continued to perform well in Greece in 2025, with arrivals increasing, although the sector faced challenges linked to financial hardship across Europe and the impact of Trump tariffs on travel flows from the US. Despite a rise in direct connections, US flows declined in 2025. Within Europe, Greece remains a favoured sun and beach destination, but travellers have become increasingly cautious in their spending. Holiday budgets are under pressure, and the rising cost of travel has resulted

Retail value sales of booking in Greece rose in 2025. Growth was underpinned by a combination of strong demand for travel and rising prices across the sector, including higher airfares, accommodation rates, and the cost of package holidays. These increases elevated the overall value of bookings, even as some consumers became more cautious in their spending. At the same time, a notable polarisation emerged, with a growing share of travellers trading up for premium experiences. Demand is rising fo

Inbound arrivals continued to rise in 2025, although growth slowed compared to 2024. Weaker consumer sentiment across Europe and the US, both key source markets, combined with the rising cost of travel, weighed on performance. Higher living costs and declining disposable incomes limited demand. Germany remained the largest source market for Greece, followed by the UK and Bulgaria, with Italy and France completing the top five. Arrivals from the US recorded a sharper slowdown than in recent years

In 2024, single person households in Greece accounted for 34.1% of all households, driven by younger individuals prioritising education and financial stability. Over 2024-2029, these households are forecast to grow by 7.7%, the fastest of any type, due to an ageing population and economic challenges. Additionally, the average household size is predicted to shrink from 2.4 persons to 2.3, while the urbanisation rate is set to rise to 82.8%, influenced by infrastructure projects and economic oppor

In 2024, Greece’s real GDP increased by 2.3% year-on-year, supported by private consumption and gross fixed capital formation (GFCF). However, lower public consumption and net exports acted as a drag on growth. Inflation fell to 2.7% in 2024, driven by lower food and energy prices, but it remained above the 2% target. The country’s budget recorded a surplus in 2024, and public debt as a percentage of GDP decreased.

Greece has faced a number of challenges in its business environment, including a high tax burden and limited monetary freedom, which have contributed to a decline in its economic freedom score. However, business confidence surged in 2024, and the country made significant improvements in judicial effectiveness and anti-corruption efforts. Despite low bank claims on the private industry, Greece attracted a large amount of foreign direct investment and improved its trade freedom score.