In 2025, nappies/diapers/pants in Greece continued to show modest retail volume growth, rising 1% to reach 306 million units, which contrasts with stronger regional and global growth rates often seen in other Western European markets. Value performance registered a decline of 2% to EUR69 million, reflecting the impact of ongoing price competition and a notable drop in prices from the previous year. This value trend is directly linked to a combination of increased affordability initiatives by lea

In 2025, menstrual care in Greece continued to expand in retail volume with an increase of 1% compared to 2024, while value sales in constant terms saw a modest decline of 1%. This pattern reflects a broader Western European context where volume growth remains subdued and value performance is pressured by high promotional activity and consumer price sensitivity. Despite a challenging demographic environment, with the total population showing only minimal change and the population aged 0 to 14 de

Retail tissue in Greece in 2025 registered steady growth, with retail value sales reaching EUR424 million, up by 2%. In the broader regional context, retail tissue in Greece tracked a more stable trajectory than some Western European peers, maintaining positive momentum as consumers continued to seek value in staple household essentials. The population stands at 10.4 million, with consumer expenditure increasing to EUR187 billion in 2025, indicating resilience in household spending despite demo

Tissue and hygiene in Greece in 2025 demonstrated modest value growth, reaching EUR759 million in 2025. The environment is shaped by pronounced price sensitivity, demographic decline, and an ageing population, making the landscape less attractive for rapid volume gains but favourable for targeted innovation and value-driven strategies. Companies are pivoting towards a dual approach: investing in premium, sustainable solutions to capture the evolving needs of older and more conscious consumers, w

In 2025, away-from-home tissue and hygiene in Greece continued to reflect a delicate balance between the resilience of the hospitality and foodservice landscape and the persistent economic pressures facing both businesses and consumers. Value sales in this area reached EUR59 million, up only 1% from the previous year, illustrating a modest growth rate compared to the more robust post-pandemic recovery seen regionally in Western Europe in prior years. This sluggish value performance was closely l

In 2025, wipes in Greece grew by 5% to reach EU100 million, outpacing Western Europe averages. A key driver of growth in Greece has been the combination of price reductions, partly due to the shift to multipacks and the introduction of new, more affordable products, which has expanded the consumer base. The bulk of sales for personal wipes, especially baby wipes and general-purpose wipes, now derives from these multipack formats, as they offer better value per unit and meet the needs of value-dr

Retail adult incontinence in Greece posted a robust performance in 2025, recording year-on-year growth of 8% and retail sales value of EUR72 million. The steady expansion is closely linked to demographic change, as the ageing population continues to enlarge the consumer base, evidenced by the total population at 10.4 million in 2025 and a substantial 2.5 million people aged 65 and over.

In 2025, Greek cafés and bars struggled with rising coffee prices due to higher operating costs, higher salaries, and spikes in the prices of Robusta and Arabica beans. Operators raised menu prices, leading to fewer transactions as consumers shifted to drinking coffee at home. Bar sales dropped, while specialist coffee shops expanded their outlet network but faced intense competition and frequent closures. Bakery chains like Gregory's Microgevmata expanded their coffee offerings, increasing riva

In 2025, Greece’s tourism industry continued to play a pivotal role, with travel and lodging remaining the strongest performers among non-standalone foodservice locations, driven by sustained investment. Despite reduced traveller spending, these segments showed resilience, while standalone outlets saw a decline in sales due to cautious consumer spending and higher menu prices, leading to fewer purchases and visits. Retail and leisure foodservice venues were hit hardest, suffering from lower disp

Inflation continued to affect Greek foodservice in 2025, with value sales declining as operators raised menu prices to cover higher costs for raw materials, energy, and wages. This led to reduced restaurant footfall, as both locals and tourists favoured supermarket purchases for meals and drinks, shifting coffee consumption towards home. The rise of home delivery and takeaway, initially accelerated by COVID-19, has become entrenched, with over 30% of outlets offering delivery through their own f

In 2025, Greece's self-service cafeterias saw value growth due to higher prices, while the number of transactions declined. There were shifts in tourist spending, with more people opting for snacks rather than full meals due to rising menu prices. Most outlets are independent and located at travel hubs, while chains have limited presence except for some hypermarket cafeterias. Chained cafeterias saw the fastest value growth but mainly relied on eat-in customers.

In 2025, foodservice value sales from street stalls and kiosks declined, mainly due to the category's lack of development and innovation. Traditional street stalls, known primarily for selling sesame bread rings, have not diversified their product range, leaving them exposed to fierce competition from modern bakery chains. These chains have gained ground by providing a broader assortment of flavours, hot beverages, and higher hygiene standards, significantly undermining the performance of tradit

In 2025, value sales for full-service restaurants in Greece declined, largely due to a sharp drop in transaction volumes despite rising menu prices. Increasing operating costs and consumer financial constraints led many to favour eating at home, with more affordable limited-service restaurants gaining popularity over full-service establishments.

Though foodservice value sales declined in limited-service restaurants in Greece in 2025, these outlets and specialist coffee shops continue to attract investment due to their high profit potential and low costs. The market has seen both openings and closures from overinvestment, but consumers increasingly prefer limited-service formats over full-service. Burger chains and independents, notably boosted by Vivartia’s acquisition of Jackaroo and the re-entry of pizza chains, drive growth. Convenie

Greece has been historically a small cannabis market comprised of an overwhelming share of illicit value sales and a small percentage of CBD sales, whereas medical and adult-use cannabis products were not allowed. Despite scope being rather limited, the introduction of medical cannabis in Greece is a step forward and might open the door to further regulatory changes in line with other European cannabis markets over the next decade.

In 2025, Greek consumers showed greater financial discipline, prioritising debt repayment amid economic uncertainty, supported by cautious bank policies and digital loan management tools. Credit cards led growth, boosted by contactless payments, digital wallets, and revolving credit features, while loyalty programmes like Piraeus Bank University Visa and Olympiacos F.C. Visa Gold increased engagement across diverse consumer groups. Alternative lending models, including peer-to-peer platforms, ex

The food preparation appliances market in Greece is characterised by a shift towards affordable and innovative products, driven by economic constraints, healthier diets, and innovative marketing strategies. In 2025, the category witnessed strong volume growth of 11%, with lower-priced items such as handheld blenders and mixers performing relatively better than higher-priced products. Innovation and effective marketing strategies, such as the use of influencers and celebrity chefs, are used by br

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

In 2025, the personal care appliances market in Greece was driven by premiumisation and the rise of at-home grooming. Consumers sought more cost-effective alternatives to visiting salons, leading to stronger demand for personal care appliances. Hair care appliances, particularly air styling brushes, provided a strong impetus to growth, with premium brands like Dyson contributing significantly to value growth. Consumers are increasingly willing to pay more for high-quality products with advanced

The refrigeration appliances market in Greece witnessed a decline in retail volume sales in 2025, following a surge in demand during 2022-23, as households took advantage of government-subsidised vouchers to replace older units with energy-efficient ones. Weaker consumer confidence and purchasing power weighed on demand, although polarisation was more evident as some premium appliances performed well. Consumers are willing to spend on luxury appliances, with super-premium formats like side-by-si

The home laundry appliances market in Greece experienced steady volume growth in 2025, driven by developments in the housing market. The trend towards larger capacity washing machines is driving sales, with consumers seeking to reduce electricity costs. Consumers were willing to invest in premium appliances offering energy efficiency and smart technology. Indeed, energy efficiency is a top priority for Greek consumers, driving demand for a+++ rated home laundry appliances and features like rapid

The vacuum cleaners market in Greece experienced a decline in sales in 2025, with sales of cylinder vacuum cleaners decreasing following a year of dynamic growth in 2024 . However, robotic and stick vacuum cleaners provided a welcome increase in sales, driven by convenience, energy efficiency, and premiumisation. The trend towards cordless and portable solutions is also providing sales growth, with stick vacuum cleaners growing at the expense of other subcategories like handheld vacuum cleaners.

The microwaves market in Greece experienced a 2% decline in retail volume sales in 2025, with 155,200 units sold. Despite this decline, the premiumisation trend provided some stimulus with consumers shifting towards premium, multi-functional and built-in models with advanced features, such as air frying and steam cooking. Household penetration of microwaves in Greece stood at 60% in 2025, showing a steady increase over the review period. The housing market played a significant role, with an incr

The small cooking appliances market in Greece demonstrated robust growth in 2025, with an 8% increase in retail volume to 884,600 units, fuelled by the healthy living and convenience trends. As consumers increasingly adopt healthier nutrition habits, demand for appliances supporting healthier cooking methods is rising. The rise of e-commerce, led by retailers like Skroutz.gr and Shopflix.gr, is also a significant catalyst, offering consumers competitive prices and wider product variety. Premium