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

The large cooking appliances market in Greece experienced steady volume growth in 2025, driven by trends in the housing market and rising demand for premium models. With a median disposable income per household of EUR29,655 in 2025, and a decline in inflation to 2%, consumers were able to invest in home renovations and new appliances. The trend towards premiumisation is driving value growth, with consumers upgrading to more energy-efficient appliances, particularly induction hobs, which are beco

The dishwashers market in Greece demonstrated a weaker performance in 2025 after two years of moderate growth. In this year, retail volume sales increased by 1% supported by a thriving housing market and stable economic conditions. Affordability was an obstacle to purchase as disposable income remained constrained by high costs of living. Greek consumers were more price sensitive driving the switch to cheaper brands, which undermined value sales. Built-in dishwashers are popular due to consumer

The air conditioners market in Greece is characterised by steady growth driven by climate change and increasing median disposable income per household, which reached EUR29,140 in 2025. Split air conditioners dominate the market, accounting for 389,000 units sold in 2025 and are expected to remain the largest subcategory. The trend towards sustainability and energy efficiency is driving demand for premium products, with smart features becoming a standard expectation among consumers. Leading brand

The heat pumps market in Greece exhibited robust growth in 2025, with retail volume sales reaching 19,100 thousand units, representing a 6% growth rate. This growth was driven by favourable developments in the housing market and government subsidies, making heat pumps more affordable for consumers. The growing emphasis on energy efficiency and sustainability is making heat pumps an attractive option for consumers, particularly during home renovations or refurbishments. Air to water heat pumps ar

In 2025, Greece's card payment landscape sees rapid acceleration of digital payments and the continued decline of cash usage. The key drivers were government mandates designed to curb tax evasion and also the adoption of new European Union (EU) regulations.

A key development in pre-paid cards in Greece in 2025 was the move by the government to distribute major welfare disbursements, such as unemployment benefit and child benefit, on pre-paid cards. This supported healthy transaction value growth, as well as leading to an increase in cards in circulation.

INDUSTRY PERFORMANCE

Debit cards in Greece registered both healthy growth in transaction value, as well as increase in the number of debit cards in circulation in 2025. Over the last decade, Greece has experienced a significant shift away from cash to debit cards. This received a further boost in April 2024 when a universal merchant-acceptance mandate was implemented that eliminated remaining exemptions for electronic payments across all sectors of the economy. This reform requires all businesses and professionals t

Charge cards registered healthy transacton value growth, as well as an increase in the number of cards in circulation in Greece in 2025. With the government continuing to push the economy towards digital payments, in order to increase traceability and avoid tax evasion, businesses also increasingly use commercial charge cards to both keep track of business expenses and ensure transactions are traceable for audit purposes.

The Greek apparel accessories market is characterised by polarisation, with consumers favouring either low-cost, high-volume products or premium, high-quality items. In 2025, retail value sales reached EUR50.4 million, representing 1% growth. The market is forecast to grow at a current value CAGR of 1% to EUR53.8 million by 2030, driven by e-commerce expansion and digital channels. Gen Z's influence is shaping product offerings, with a focus on self-expression and individuality. The competitive

The childrenswear market in Greece experienced an increase in retail value sales in 2025, with a 1% growth rate in current terms, amounting to EUR572 million. The market exhibited polarisation during the year. There was variability in performance across categories, with baby and toddler wear witnessing decline, while both boys’ apparel and girls’ apparel registered growth. The market is forecast to grow at a 1% current value CAGR, reaching EUR612 million by 2030, driven by increasing demand for

The hosiery market in Greece experienced a decline in retail volume in 2025, with 19 million units sold, representing a 2% fall, while retail value stood at EUR136 million, showing a 1% growth rate. This disparity indicates a shift towards more premium, higher-priced products amidst economic challenges. Gen Z's influence is supporting demand for fashion-forward and sustainable hosiery products. More generally, the market is being driven by increasing demand for sustainable and eco-friendly produ

The jeans market in Greece experienced a decline of 2% in retail volume in 2025 as it experienced market polarisation towards value-driven mass offerings and premium/designer denim. Greek consumers are displaying increasing eco-consciousness and a preference for locally produced denim. Disposable income in Greece is growing, albeit at a slow pace, which supports demand in the jeans market. Brands that adopt sustainable materials, local manufacturing, and digital innovation are better positioned

The sportswear market in Greece experienced modest current value growth in 2025, with a 3% increase in value to EUR956 million, compared to significant 15% growth in 2022. This slowdown is set against the backdrop of Western Europe's influence, where global brands maintain a strong presence. Despite this modest growth, the market remains attractive due to its potential for digital transformation and sustainability-driven growth. Demand continues to be supported by the athleisure trend. To succee

The apparel and footwear market in Greece is characterised by a modest growth environment, driven by market polarisation and changing consumer values. In 2025, the market experienced growth in current value terms, with disposable income rising to EUR164.9 billion, supporting consumer expenditure. The competitive landscape remains fragmented, with top brands maintaining their positions through strong brand presence and adaptability. Retail offline dominates, but e-commerce is growing, with online

The Greek footwear market is characterised by polarisation, with consumers favouring either low-cost or premium products, resulting in a 1% decline in retail volume to 16 million units in 2025. Despite this, consumer expenditure on footwear grew to EUR1.6 billion, driven by increasing disposable income. Growth is being driven by premiumisation, local production, and sustainability trends. Challenger brands are outgrowing incumbents by focusing on niches, local craftsmanship, and sustainability,