Sales in supermarkets across Greece have seen a significant boost in the first two months of 2025, marking a 7.5% increase in the value of fast-moving consumer goods (FMCG), according to the latest data from Circana. The total turnover for supermarkets reached €1.98 billion, with €1.5 billion derived from fixed barcode products and €453 million from random weight products.
In comparison, the same period in 2024 recorded a total turnover of €1.8 billion, indicating a clear upward trend in consumer spending. Notably, sales of fixed barcode products rose by 6.5%, while random weight products experienced a more robust growth of 10.9%.
Prices in supermarkets also saw a rise, increasing by approximately 1.9% during this period. All major categories of products reported growth in sales value. Food products led the way with an impressive 8.5% increase, followed by household cleaning products at 2.2%, and health and personal care products at 1.5%.
The food category accounted for a staggering 82.8% of the total turnover, with fixed barcode food products contributing 59.9% and random weight food products making up 22.9%. This dominance underscores the essential role of food sales in the overall supermarket revenue.
Looking into specific product categories, alcoholic beverages recorded the highest growth in sales value, soaring by 21.8% and 15.1% in volume. Snacks followed closely with an 8.7% increase in sales value and a modest 1.3% in volume. Frozen products also performed well, enjoying an 8.4% increase in sales value and 8.3% in volume. Non-alcoholic beverages saw a 7.9% increase in sales value and a 5.4% increase in volume, while dairy products reported a 7.3% increase in sales value and a 5.8% increase in volume.
Private label products also made their mark, showing a 6.9% increase in sales with a market share of 73.2%, although branded products lagged slightly behind with a 5.4% growth and a 26.8% share. In the food category, private label products accounted for 27% of sales, while in health and personal care, they made up 21.3%, and in household cleaning products, 27.8%.
Promotional activities played a significant role in driving sales, with 23.4% of sales coming from discounted products. However, this represented a decline of 2.6 percentage points compared to previous periods. The consumer preference for hypermarkets and smaller retail outlets is evident, with hypermarkets (over 2,500 sq.m.) seeing a 9% increase in sales, and smaller stores (under 400 sq.m.) experiencing an 8.1% rise. Stores with an area of 1000-2500 sq.m. recorded a 6.1% increase, while those with an area of 400-1000 sq.m. saw a 5.1% increase.
Geographically, Crete led the way with the highest sales growth of 8.8%, followed by the Peloponnese at 8.2%, and the Ionian Islands at 7.9%. Other regions such as Attica, Thessaloniki, Central Greece, and Northern Greece also showed growth, albeit at lower rates of 6.6%, 6.5%, 4.8%, and 4.6% respectively.
This surge in supermarket sales reflects a broader trend of increasing consumer spending and confidence in the marketplace. As shoppers continue to prioritize convenience and variety, supermarkets are adapting to meet these demands, ensuring a diverse range of products and competitive pricing.
The insights provided by Circana highlight the ongoing evolution of the retail landscape in Greece, showcasing how consumer preferences are shaping the future of shopping. With a focus on both quality and affordability, supermarkets are poised to continue their growth trajectory in the coming months.
As the first quarter of 2025 unfolds, it will be crucial for retailers to monitor these trends closely and adapt their strategies accordingly to maintain this momentum. The combination of rising sales and prices suggests a dynamic market environment where consumer behavior is increasingly influenced by economic factors and changing lifestyles.
In summary, the first two months of 2025 have proven to be a promising period for supermarkets in Greece, as they navigate the complexities of consumer demand and market dynamics. The continued growth in sales and the strategic focus on key product categories will likely play a pivotal role in shaping the retail sector's future.
