Greece

The lifting of travel restrictions is contributing to the recovery of international travel, both outbound and inbound. Sun and beach remains the key selling point of Greece as a global travel brand. However, since the outbreak of the Coronavirus…

In hotels, current value sales recovered faster than room nights from the 2020 Coronavirus (COVID-19) slump in Greece in 2021, largely because growth was highest in luxury and upscale hotels. The situation is set to stabilise over 2022, as mid-market…

The closure of gyms during the Coronavirus (COVID-19) lockdown period and strict health protocols upon reopening have taking their toll on sports nutrition. Upon reopening, gyms only accepted vaccinated consumers; hence, a large part of the…

Retail volume sales of portable players continue to decline in Greece in 2022. The only category to see positive growth is wireless speakers. Wireless Bluetooth speakers continue to post strong growth in sales and although penetration increased…

Sustainability is a major driver of demand, and players remain aware of consumer concern with the environmental footprint of packaging, products and ingredients. Eco-friendly trends continue to forge on, shaping innovation and prompting companies and…

Sports apparel and footwear witnessed more dynamic growth in current value terms compared to other areas of apparel and footwear with sportswear brands taking a growing share of sales. Home seclusion, the shift to work from home arrangements, and the…

Even before the COVID-19 pandemic sportswear brands were thriving in menswear and this trend intensified during 2021 as Greek men embraced a more casual look. The lockdowns and the shift to work from home arrangements, together with the closure of…

Even before the onset of the pandemic, direct selling retail current value sales had been in decline. COVID-19 merely served to reinforce this trend. With local consumers, particularly younger ones, becoming more comfortable shopping online,…

Retail sales of tea benefited from the Coronavirus (COVID-19) pandemic in 2020. Alongside increased consumption by the established consumer base as a health prevention measure, COVID-19 attracted new consumers to tea. Green tea and fruit/herbal tea…

There were some developments in the competitive landscape of RTD coffee as energy drinks companies introduced hybrid products (FF RTD coffee). For example, Hell Energy Hellas entered RTD coffee with the launch of Hell Energy Coffee in cappuccino and…

Growth in sales of not from concentrate 100% juice was supported by the launch of products in two litre bottles by Christodoulou Bros (Christodoulou Family) and Hellenic Dairies (Olympos). Orange remained the leading flavour in 100% juice, while…

The lifting of COVID-19-related control measures and the return of the Greek economy to something approaching pre-COVID normality underpinned positive growth in commercial charge cards during 2022. The category register positive growth in…

The number of Coronavirus (COVID-19) cases has been relatively low in Greece, compared with other Western European countries, since the outbreak of the pandemic in 2020. The compulsory use of face masks through most of 2020-2021 resulted in a decline…

In smartphones in Greece, Xiaomi managed to take over the leadership from Samsung in 2021 with retail volume sales posting a double-digit increase across most years of the review period, including those projected for 2022. Looking at its best-selling…

The reopening of borders and lifting of travel restrictions is benefiting sales of imaging devices in Greece in 2022. During 2020 and 2021, demand for imaging devices was undermined not only by the economic shock of the pandemic but also by the fact…

During the lockdown in Greece in 2020 and 2021, consumers invested in in-home entertainment and this contributed to the sales performance of televisions. Since the reopening of international travel and horeca, consumer priorities have shifted towards…

TWS earbuds is the best performing category among headphones. It is a category where polarisation is very strong: consumers enter with entry-level economy products and upon trial and error migrate to premium brands, skipping mid-range offerings. In…

Wine is the only alcoholic drinks category where total volume sales nearly recovered to pre-COVID-19 levels at the end of 2021. It was the category that was subject to a major channel shift during on-trade closure with consumers of wine shifting to…

Depilatories showed a small increase in 2021, performing better compared to 2020 but not recovering to 2019 sales levels. Closed salons and laser hair removal specialists (depilatories’ key competitors) in the first quarter of 2021 translated to a…

After a negative 2020 when home seclusion discouraged the consumption of deodorants, sales returned to a positive trajectory in Greece in 2021, as was the case before the COVID-19 crisis. The lockdown/restrictive measures (staying inside, working…