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 Market Research for Greece

Euromonitor publishes reports on industries, consumers and demographics in Greece.

  • Industry specific reports offer insight into market size and market share in Greece; as well as industry trends in each specific industry.
  • The Consumer Lifestyles in Greece report examines national lifestyle habits, ranging from health and living standards, income and earning patterns, eating and drinking habits, to home ownership trends.
  • Greece in 2030: The Future Demographic contains information on long term population changes, population by gender, consumer segment: babies, infants, toddlers, children, tweenagers, teenagers, studying age, young-adults, middle-aged adults, and the elderly.

View our Greece statistics page.

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Country Report

Health and Wellness in Greece

Continuing the review period trend, health and wellness products saw a decline in value terms in 2014. This was partly due to a decline in volume sales across a number of health and wellness foods and beverages, and partly due to some of the most ...

Apr 2015 | US$1,900 | Add to cart | View details

Country Report

Other Hot Drinks in Greece

Within chocolate-based flavoured powder drinks, child-specific products continued to outperform adult ones in 2014. Adults have cut down on their consumption of chocolate-based flavoured powder drinks, in the context of health and wellness concerns ...

Apr 2015 | US$900 | Pages: 22 | Add to cart | View details

Country Report

Hot Drinks in Greece

With consumers left with less money to spend, one of the key outcomes of the recession was the rise of a cocooning trend, with ever more Greeks spending time at home. Spending at foodservice outlets declined again in 2014, as fewer consumers could ...

Apr 2015 | US$1,900 | Pages: 40 | Add to cart | View details

Country Report

Tea in Greece

Despite the lack of a tea drinking culture in Greece, tea performed better than expected in 2013 and 2014, although it witnessed a decline in both value and volume terms in both these years. Large investment in the category by Unilever Hellas SA was ...

Apr 2015 | US$900 | Pages: 23 | Add to cart | View details

Country Report

Coffee in Greece

Espresso was a key driver of growth for coffee in both the off-trade and on-trade channels in 2014. In both channels espresso outperformed instant coffee and filter coffee. Its performance was also dynamic in the on-trade channel where ever more ...

Apr 2015 | US$900 | Pages: 23 | Add to cart | View details

Country Report

Nappies/Diapers/Pants in Greece

Further declines in the birth rate, largely due to the economic downturn and financial instability, hinder volume growth for nappies/diapers/pants in Greece. Nevertheless, in 2014 the decline in the number of births was more moderate in comparison to...

Mar 2015 | US$900 | Pages: 23 | Add to cart | View details

Country Report

Tissue and Hygiene in Greece

In line with the extensive use of promotional activities and discounts, initiated both by manufacturers and retailers, tissue and hygiene products sales displayed negative value growth once again in 2014. The recession resulted in fierce competition ...

Mar 2015 | US$2,400 | Pages: 60 | Add to cart | View details

Country Report

Retail Tissue in Greece

Promotional activities and the products’ commodity status are the key drivers for growth in retail tissue. In this context sales were relatively resilient to the recession with most product types not witnessing major losses in volume terms.

Mar 2015 | US$900 | Pages: 23 | Add to cart | View details

Country Report

Sanitary Protection in Greece

Current value sales of sanitary protection declined amidst aggressive promotional activities by all players in towels in particular. Discounting is less prevalent in pantyliners; however, with towels accounting for a higher proportion of the ...

Mar 2015 | US$900 | Pages: 26 | Add to cart | View details

Country Report

Wipes in Greece

There were no developments in wipes over the past two years, and this restricted growth in sales. Maturity is a key obstacle to growth for baby wipes, which is the largest category within wipes in Greece, while other wipes types suffer from a lack of...

Mar 2015 | US$900 | Pages: 28 | Add to cart | View details

Country Report

Away-From-Home Tissue and Hygiene in Greece

The sharp rise recorded in the number of inbound tourist arrivals in Greece during 2013 and 2014 boosted demand for AFH tissue as demand increased among the operators of hotels and other hospitality establishments throughout the year. In 2014 volume ...

Mar 2015 | US$900 | Pages: 19 | Add to cart | View details

Country Report

Cotton Wool/Buds/Pads in Greece

Cotton pads are taking market share from de-make up facial wipes. In value terms, cotton pads is for the third consecutive year the largest area within cotton wool/buds/pads. Pads performed better in volume, yet in value their growth was hindered by ...

Mar 2015 | US$900 | Pages: 23 | Add to cart | View details

Country Report

Incontinence in Greece

Demographics and promotional activities drive the incontinence category in Greece forward, with volume sales registering positive growth despite the economic downturn. The fact that Greece has an ageing population creates prosperous ground for growth...

Mar 2015 | US$900 | Pages: 24 | Add to cart | View details

Country Report

Home Insecticides in Greece

Home insecticides attracted robust investment by manufacturers, with several strong new product launches taking place in 2014. Innovation focused on new concepts and new formats, with dual function electric insecticides, foams and portable battery ...

Mar 2015 | US$900 | Pages: 20 | Add to cart | View details

Country Report

Laundry Care in Greece

Liquid tablet detergents was under the spotlight in 2014 with more launches taking place during the year. Lenor, Skip and Omo entered the category, resulting in a year of dynamic growth in both value and volume terms. In view of its novelty, capsules...

Mar 2015 | US$900 | Pages: 30 | Add to cart | View details

Country Report

Home Care in Greece

In line with the extensive use of promotional activities and discounts, initiated both by manufacturers and retailers, home care recorded negative value growth in 2014 for another consecutive year. As a result of sales declining considerably since ...

Mar 2015 | US$2,400 | Pages: 68 | Add to cart | View details

Country Report

Polishes in Greece

Sales declined by 15% in both retail volume and value terms in 2014.The decline in sales was mostly due to polishes being a saturated category and influenced by changes in fashion and lifestyle trends, rather than the economic downturn. Specifically,...

Mar 2015 | US$900 | Pages: 19 | Add to cart | View details

Country Report

Surface Care in Greece

Concentrated products were the focus of new developments in surface care in 2014, with manufacturers introducing products that promised advanced efficiency with a smaller amount of product. Consumers though did not respond to the trend so far, with ...

Mar 2015 | US$900 | Pages: 27 | Add to cart | View details

Country Report

Toilet Care in Greece

Manufacturers invested heavily in the toilet care category in 2014, with ITBs being the key focus area. Multi-purpose ITBs were under the spotlight of developments. Duck and Bref introduced new ITBs that claim to have multiple properties, such as ...

Mar 2015 | US$900 | Pages: 22 | Add to cart | View details

Country Report

Air Care in Greece

In view of the ongoing recession and shrinking disposable incomes Greeks began to rationalise their purchases and this took its toll on air care in 2014, which was amongst the most affected categories in terms of losses. Over the review period value ...

Mar 2015 | US$900 | Pages: 21 | Add to cart | View details

Country Report

Bleach in Greece

Despite maturity and no innovation, bleach proved to be a recession-proof category. Bleach continued to have commodity status in Greece and was regarded as synonymous with hygiene. With its very low selling price, sales of bleach were not affected by...

Mar 2015 | US$900 | Pages: 18 | Add to cart | View details

Country Report

Dishwashing in Greece

No major developments occurred in dishwashing in Greece in 2014, yet sales performed slightly better in comparison to the previous year. Hand dishwashing witnessed positive, albeit marginal growth in volume terms. Automatic dishwashing products on ...

Mar 2015 | US$900 | Pages: 24 | Add to cart | View details

Country Report

Bottled Water in Greece

2014 saw an impressive increase in tourist arrivals. This provided a substantial boost to bottled water sales as tourists account for around 12-15% of overall bottled water consumption in Greece. Increasing tourism, however, was not enough to ...

Mar 2015 | US$900 | Pages: 25 | Add to cart | View details

Country Report

Carbonates in Greece

Carbonates started to show signs of a recovery in the off-trade channel in 2014, witnessing marginal volume growth. This was mostly due to the products’ performance in supermarkets, where sales increased as a result of aggressive discounting.

Mar 2015 | US$900 | Pages: 32 | Add to cart | View details

Country Report

Concentrates in Greece

The launch of Lipton Ice Tea & Honey continued to generate growth for powder concentrates in both current value and volume terms in 2014. The category, which has suffered from a lack of investment and innovation for several years, was rejuvenated by ...

Mar 2015 | US$900 | Pages: 25 | Add to cart | View details

Country Report

Juice in Greece

2014 was a better year for juice, with promotional activities stimulating consumer interest in the category. Although juice consumption has dropped tremendously from previous years, the category is gradually recovering, with growth remaining negative...

Mar 2015 | US$900 | Pages: 30 | Add to cart | View details

Country Report

Soft Drinks in Greece

2014 was a better year for soft drinks, with the market starting to show signs of recovery. Growth rates remained negative in most categories but the decline in sales was more moderate in comparison to previous years. Negative growth was mostly ...

Mar 2015 | US$1,900 | Pages: 76 | Add to cart | View details

Country Report

RTD Coffee in Greece

Starbucks Discoveries was introduced to the Greek market in October 2014 by Arla Foods Hellas SA. In view of the time that the launch took place, its impact on the category was marginal, although it is set to become a driver of growth in 2015.

Mar 2015 | US$900 | Pages: 23 | Add to cart | View details

Country Report

RTD Tea in Greece

Regardless of the recession and the fact that RTD tea has been witnessing a steep decline in sales, heavy investment in the category continues. Several new launches were seen in 2014, reflecting the fact that manufacturers seem to still consider RTD ...

Mar 2015 | US$900 | Pages: 26 | Add to cart | View details

Country Report

Digestive Remedies in Greece

OTC digestive remedies in Greece benefited from the cessation of reimbursement for prescription-only products – mainly laxatives but also antacids and motion sickness remedies – that took place in the summer of 2014. As numerous products, with ...

Mar 2015 | US$900 | Pages: 24 | Add to cart | View details

Country Report

Eye Care in Greece

Eye care products recorded a 5% increase in value sales during 2014. While, in general, standard eye care is a fairly stable category in volume terms, value growth is being driven by the increasing penetration of more expensive, new technology ...

Mar 2015 | US$900 | Pages: 24 | Add to cart | View details

Country Report

Herbal/Traditional Products in Greece

Shrinking disposable incomes, due to the economic recession, continued to limit demand for more expensive herbal/traditional products during 2014. As a result, herbal/traditional products in Greece is now a category which is trapped between two ...

Mar 2015 | US$900 | Pages: 32 | Add to cart | View details

Country Report

Consumer Health in Greece

Consumer health posted positive growth in terms of value sales in 2014, after years of successive declines. The wave of switches that has taken place has expanded the number of products that are classified as OTC, boosting sales. Moreover, a trend ...

Mar 2015 | US$2,400 | Pages: 107 | Add to cart | View details

Country Report

NRT Smoking Cessation Aids in Greece

The number of smokers in Greece continued to decline during 2014. In 2012, consumption of cigarettes fell below 20 billion sticks, and the percentage of smokers among the general population declined to 31% from the rates of between 40% and 45% which ...

Mar 2015 | US$900 | Pages: 25 | Add to cart | View details

Country Report

Sports Nutrition in Greece

The clientele of Greece’s gyms and health clubs can be divided into three different groups: bodybuilders, people who work out regularly, and people who work out occasionally. Of these groups, bodybuilders is the most important for sports nutrition, ...

Mar 2015 | US$900 | Pages: 26 | Add to cart | View details

Country Report

Vitamins and Dietary Supplements in Greece

The key trend in 2014 for vitamins and dietary supplements was the entrance of the products in the grocery channel. So far, such products have been placed in Carrefour and some small chains with regional presence; however, the trend is set to gather ...

Mar 2015 | US$900 | Pages: 42 | Add to cart | View details

Country Report

Weight Management in Greece

The decline in weight management in Greece continued in all products other than weight loss supplements in 2014, The weight loss supplements stronger performance was attributable in part to the launch of Green Coffee SuperDiet from Astra Medical ...

Mar 2015 | US$900 | Pages: 32 | Add to cart | View details

Country Report

Wound Care in Greece

Amidst the recession, sales of wound care declined for the fifth consecutive year in 2014 – although at a slower rate than in 2012 and 2013. During 2014, a number of smaller brands, as well as private label lines of sticking plasters/adhesive ...

Mar 2015 | US$900 | Pages: 22 | Add to cart | View details

Country Report

Adult Mouth Care in Greece

Adult mouth care is a category that comprises various different types of product, such as mouth antiseptics like the Hexalen and Betadine brands, and dental care products, like Plak Out. The consumers of adult mouth care products purchased through ...

Mar 2015 | US$900 | Pages: 24 | Add to cart | View details

Country Report

Analgesics in Greece

Analgesics recorded positive growth in value sales in 2014, of 6%, while volume growth was also positive. Analgesics benefited from the self-medication trend, with crisis-ridden consumers tending to avoid costly visits to the doctor, and instead ...

Mar 2015 | US$900 | Pages: 26 | Add to cart | View details

Country Report

Calming and Sleeping in Greece

As the general economic and social distress due to the recession continued, calming and sleeping products sales increased by 8% in current value to €4.6 million in 2014. Rapidly rising stress levels and the much higher incidence of insomnia among the...

Mar 2015 | US$900 | Pages: 26 | Add to cart | View details

Country Report

Cough, Cold and Allergy (Hay Fever) Remedies in Greece

Weather conditions are the key factor determining the performance of cough, cold and allergy (hay fever) remedies in Greece. The category remains highly dependent on the prevailing weather conditions and the consequent incidence of illness. In this ...

Mar 2015 | US$900 | Pages: 30 | Add to cart | View details

Country Report

Dermatologicals in Greece

The performance of dermatologicals in 2014, which saw value sales increase by 7%, was attributable to the fact that the category is recovering from the acute declines recorded in the recent past, as well as to the wave of switches that took place ...

Mar 2015 | US$900 | Pages: 27 | Add to cart | View details

Country Report

Vending in Greece

Vending continued to suffer from low consumer demand, as well as from competition from cheaper alternatives, such as grocery stores. Limited availability is another reason for the poor performance of vending in Greece. In 2014 vending posted a ...

Feb 2015 | US$900 | Pages: 44 | Add to cart | View details

Country Report

Apparel and Footwear Specialist Retailers in Greece

The Greek recession had a significant impact on apparel and footwear specialist retailers over 2009-2014, which lost nearly 50% of its sales in total. In 2014, however, the channel seemed to be stabilising. Economic conditions are still unstable, and...

Feb 2015 | US$900 | Pages: 49 | Add to cart | View details

Country Report

Direct Selling in Greece

Internet retailing is marching forwards in Greece, prolonging the decline in sales in other retail channels, including direct selling. The well-established players in direct selling, such as Tupperware, Avon and Oriflame, are making continuous ...

Feb 2015 | US$900 | Pages: 47 | Add to cart | View details

Country Report

Electronics and Appliance Specialist Retailers in Greece

The effects of the recession are still determining trends and attitudes in Greece, with consumers being reluctant to spend on large-ticket items such as electronics and appliances – even though the general climate was much more positive in 2014 than ...

Feb 2015 | US$900 | Pages: 53 | Add to cart | View details

Country Report

Grocery Retailers in Greece

Grocery retailers in Greece clearly shifted towards smaller formats in 2014. Over the last five years, recession-hit Greeks increasingly made grocery purchases based on strictly-followed shopping lists, and therefore opted for grocery stores with ...

Feb 2015 | US$900 | Pages: 72 | Add to cart | View details

Country Report

Health and Beauty Specialist Retailers in Greece

In 2014 Greek chemists/pharmacies saw a series of changes in legislation and licensing regulations. Amongst the most important were the withdrawal of limitations regarding the licensing of chemists/pharmacies, the liberation of geographic ...

Feb 2015 | US$900 | Pages: 54 | Add to cart | View details

Country Report

Homeshopping in Greece

Homeshopping continued to suffer as the penetration of internet retailing increased in Greece, with more broadband connections, and more internet access via mobiles and tablets. Homeshopping also lagged behind other non-store channels due to limited ...

Feb 2015 | US$900 | Pages: 46 | Add to cart | View details
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