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.

Retail value sales of other dairy are set to rise in current terms in Greece in 2025, mostly due to increased prices, since there has not been a lot of development or new products launched within the category. Plain fromage frais and quark is expected to be the most dynamic category during the year. Cottage cheese is considered to be an especially healthy option due to its high protein and calcium content, while it is also believed to support weight control. At the same time, there is a cultural

Retail value sales of drinking milk products are set to rise in current terms in Greece in 2025. Rising prices will play an important part in growth during the year. At the same time, growth is being supported by the growing popularity of and demand for goat milk, which is positioned as a healthier alternative to cow’s milk. Finally, value sales of semi skimmed and fat-free milk have increased as they are considered to be healthier than full fat cow’s milk.

Retail value sales of cheese are set to grow in current terms in Greece over the forecast period. Cheese is generally a popular category in the country with many brands and products being offered to consumers. Indeed, it is seen as part of the Greek culture and lifestyle and consumers are willing to pay more for premium products like PDO feta or kaseri. At the same time, there are many private label products available to also serve the cost conscious consumer. The cheese category is also very ve

Retail value sales of baby food are set to decline in current terms in Greece in 2025. The market is seeing a particularly marked fall in value in milk formula. Greece used to be the most expensive country for milk formula in the EU and the government was forced to take steps to control prices by implementing specific regulations and laws. Prepared baby food, meanwhile, is set to see current value growth, while volume sales stagnate. This category is becoming more relevant as it aligns well with

Retail value sales of yoghurt and sour milk drinks are set to grow in current terms in 2025. Greece remains a foundational player in the Greek yoghurt market due to its cultural heritage and long-standing production of traditional strained yoghurt. Generally speaking, yoghurt and sour milk products are considered to be healthy options and there are also many developments towards enhancing this image of the category with high-protein formats and probiotic-enhanced products, as well as products wi

Retail value sales of butter and spreads are set to rise in current terms in Greece in 2025. Growth will primarily be driven by increased prices, while volume sales decrease significantly. In addition, increased value sales are being driven by the activities of major players in the market, such as Lurpak in butter and Vitam margarine and spreads. Generally, the whole butter and spreads category is not growing strongly in Greece due to the bigger consumer focus on health and functional nutrition.

Dairy products and alternatives in 2025: The big picture

Retail value sales of plant-based dairy are set to grow strongly in current terms in Greece in 2025. Plant-based dairy alternatives, such as oat, almond, and soy milk, are seeing steady growth, driven by local preferences and global sustainability trends. Consumers are turning to these alternatives for both health-related reasons and due to concerns over the availability of animal-based raw materials. While there is still uncertainty about how healthy these products truly are, they are generally

Retail volume sales of consumer electronics are expected to stagnate in Greece in 2025, following growth in the previous year. Although sales are not set to fall, economic hardship and the cost of living crisis are resulting in consumers delaying purchases. There is an increase in consumer-to-consumer sales, which is also affecting demand for new devices. Technological developments are also proving detrimental to the performance of many categories. For example, the shift to streaming is contribu

Retail volume sales of in-car entertainment are set to grow in Greece in 2025 driven by an increase in car ownership in the country. However, growth rates in the category are slowing as the rate of car ownership growth slows. In-car speakers is expected to be the best performing category in 2025 as, alongside new car ownership, these products are benefiting from upgrades in existing cars. As a result, sales are growing faster than the rate of new car sales. In-dash media players sales, meanwhile

Retail volume sales of computers and peripherals are set to grow in Greece in 2025. All categories are expected to post an increase in volumes with the exception of desktops, which are steadily registering a decline in volume sales year on year, albeit in most cases growth is set to be slower than in the previous years. Trends are favourable to portable products, which favours laptops and tablets at the expense of desktops. This trend favours monitors, too, as consumers increasingly opt for the

Home audio and cinema is expected to see retail volume sales stagnate in Greece in 2025. Following strong growth in the previous year, volume sales are set to remain flat in 2025 due to the category’s maturity. Consumers’ financial hardship is also an obstacle to the expansion of home audio and cinema. Moreover, with soundbars being amongst the key growth drivers and their performance being tightly linked to TV sales, the increase evident in 2024 is having a negative impact on the 2025 performan

Retail volume sales of portable players are set to decline in Greece in 2025. The category is seen as outdated and lagging behind other product areas in terms of developments. Product variety and availability is also decreasing. Bluetooth portable speakers is the only category that continues to post an increase in volume sales in portable players. Growth, however, is starting to slow down due to maturity, with the increase in volume set to be slower in 2025 than in 2024. In value terms the categ

Retail volume sales of mobile phones are set to fall in Greece in 2025. The introduction of 5G gave a strong boost to volume sales of smartphones in 2024, which is expected to be followed by decline in 2025. Value continues to increase, however, due to consumers trading up to more premium models with more features. A combination of enhanced camera capabilities, faster processing speeds, and expanded connectivity options contributes to the heightened interest in smartphone upgrades. Smartphones h

Retail volume sales of wireless electronics are set to grow in Greece in 2025. Growth in volume sales is being driven by an increase in the penetration of smartwatches. However, the increase in value sales is set to be slower than volume growth. Despite the increase in smartwatches driving up value due to their higher selling price compared with activity bands, the average price of smartwatches is decreasing as all key players are introducing a wider spectrum of SKUs across different price bands

Retail volume sales of home video are set to stagnate in Greece in 2025, while value sales are expected to grow in current terms during the year. The positive value performance is expected to derive from sales of OLED TVs. OLED TVs is set to be by far the best performer in home video in 2025. The penetration of these products continues to grow year on year, though growth is expected to slow down in 2025 due to the strong increases of the previous years. The category is taking market share from L

Imaging devices is set to see a rise in retail volume sales in Greece in 2025. Following several years of decline, imaging devices started to post an increase in volumes in 2024 driven by the post-COVID-19 reopening of the market, which is leading to growth in travel that is proving favourable to the performance of cameras. Growth is expected to continue in 2025. The category has also been boosted by an increase in demand amongst professionals as social, sporting and entertainment events have be

Retail volume sales of wireless headphones fell in Greece in 2025. Maturity is taking its toll upon wireless headphones sales in 2025. In 2024, sales of TWS earbuds increased, driven by growth in smartphone sales. However, the increase in the penetration of TWS earbuds seen during the review period is adversely affecting growth in 2025. The fact that growth has been deriving from premium SKUs is also affecting performance given that the lifecycle of premium products tends to be longer.

Gum is seeing small value growth in Greece in 2025, with volume in a slightly negative slump. Overall, however, gum is cited as a fairly popular snack in the country, often purchased from supermarkets on a weekly basis, alongside consumers’ grocery shopping. There is also innovation in the category, such as new flavour options and no/low sugar variants, as well as functional products with added vitamins. Such new product developments align with consumer demand for “healthier” and functional snac

Chocolate confectionery is seeing high value spikes in Greece in 2025, due to the elevated prices of cocoa leading to unit price hikes, while volume sales remain in a negative slump. That said, no matter the increased prices, chocolate confectionery remains a rather popular indulgence in Greece, which mitigates against even steeper volume falls. However, some consumers are turning to smaller packaging that is more cost-effective, or products like countlines that have a filling and, therefore, th

Sugar confectionery is seeing stable value growth in Greece in 2025, while volume sales have slumped into marginally-negative figures. That said, volume sales are akin to those seen in the review period overall, bar a hike in volume sales in 2024. This indicates an overall stable consumption.

Sweet biscuits, snack bars, and fruit snacks is seeing small value and volume growth in Greece in 2025, indicating stable demand. Fruit snacks, as well as cereal and protein bars, are considered healthy and functional snacks that Greek consumers perceive as indulgences which meet their requirements for a healthier lifestyle, while also offering an energy boost without the need for a full meal, or the need to cook something. At the same time, sweet biscuits and cookies are traditionally popular s

Savoury snacks is maintaining positive value and volume sales in Greece in 2025, thanks to steady baseline demand for such products. Savoury snacks has also evolved from the more traditional potato chips and crackers, with an increasing range of options which align with consumer trends. For example, as seen with “healthier” alternatives with less fat and no/low-salt. There is also an expanding range in terms of flavours and textures, notably so in crackers and savoury biscuits. For example, Papa