In 2025, surface care in Greece recorded retail value sales of EUR143 million, representing a decline of 2% compared to the previous year. Retail volume sales stood at 34,705 tonnes, growing by 3%. This indicates a shift towards more premium products, as consumers are willing to pay more for certain features.

In 2025, toilet care in Greece recorded retail value sales of EUR24 million, reflecting a modest 1% increase compared to 2024. By contrast, retail volume sales grew by 9% to 1,969 tonnes. This disparity between retail value and volume growth indicates a shift towards more premium products, fuelled by fragrance innovation. Manufacturers are increasingly launching products featuring longer-lasting and more sophisticated scents, thereby reflecting a focus on more nuanced fragrance profiles.

Air care in Greece experienced a 7% growth in 2025, reaching retail value sales of EUR21 million. This growth is notable, especially considering the category is discretionary, and its performance is affected by shrinking disposable incomes. Spray/aerosol air fresheners remained the largest category at EUR4 million, with a growth rate of 11%. However, the category faced challenges due to environmental concerns, as spray formats are increasingly perceived as harmful.

Bleach exhibited resilient retail volume sales in Greece in 2025, growing marginally. This stability is attributed to its staple nature and widespread use for disinfectant purposes among Greek households. The affordable price point makes it accessible, contributing to its steady demand. However, retail value sales growth was limited, with a slight decline in 2025, which indicates that consumers remain price-sensitive and highly promotional-driven when it comes to purchases in this category.

Home care in Greece exhibited a mixed performance in 2025, with static retail value sales of EUR719 million. Despite the challenges posed by new legislation to regulate promotional activities, the category is expected to grow at a current CAGR of 3% to reach EUR850 million by 2030. Laundry care remains the largest category, driven by its essential nature and high penetration of washing machines in Greek households. Sustainability and innovation in fragrance are the key trends, with companies int

Polishes recorded a decline of 7% in retail value sales in 2025, largely due to shifting consumer behaviour and changes in fashion trends, which are weighing negatively on the category's performance. The retail value sales of polishes in Greece was EUR3 million in 2025. Retail volume of polishes also declined from 111 tonnes in 2024 to 99 tonnes in 2025.

In 2025, dishwashing in Greece faced a subdued performance, with retail volume sales reaching 32,175 tonnes and retail value sales declining by 6% to EUR114 million compared to the previous year. This indicates a challenging environment for the category, with consumers being price-sensitive and focused on sustainability.

Home insecticides in Greece experienced a decline in 2025 due to limited rainfall over summer, resulting in fewer mosquitoes and reduced demand for products targeting flying insects. Despite extended periods of heat waves over the summer and high temperatures prolonged till late autumn, the demand for home insecticides was affected by the low temperatures over the spring.

Laundry care in Greece saw retail value sales of EUR348 million in 2025, representing a 3% growth from 2024. The category is expected to continue growing, driven by factors such as increasing demand for premium and innovative products. While the competitive landscape remains dominated by international players, domestic companies are heavily investing in lower tiers of the category.

In 2025, nappies/diapers/pants in Greece continued to show modest retail volume growth, rising 1% to reach 306 million units, which contrasts with stronger regional and global growth rates often seen in other Western European markets. Value performance registered a decline of 2% to EUR69 million, reflecting the impact of ongoing price competition and a notable drop in prices from the previous year. This value trend is directly linked to a combination of increased affordability initiatives by lea

In 2025, menstrual care in Greece continued to expand in retail volume with an increase of 1% compared to 2024, while value sales in constant terms saw a modest decline of 1%. This pattern reflects a broader Western European context where volume growth remains subdued and value performance is pressured by high promotional activity and consumer price sensitivity. Despite a challenging demographic environment, with the total population showing only minimal change and the population aged 0 to 14 de

Retail tissue in Greece in 2025 registered steady growth, with retail value sales reaching EUR424 million, up by 2%. In the broader regional context, retail tissue in Greece tracked a more stable trajectory than some Western European peers, maintaining positive momentum as consumers continued to seek value in staple household essentials. The population stands at 10.4 million, with consumer expenditure increasing to EUR187 billion in 2025, indicating resilience in household spending despite demo

Tissue and hygiene in Greece in 2025 demonstrated modest value growth, reaching EUR759 million in 2025. The environment is shaped by pronounced price sensitivity, demographic decline, and an ageing population, making the landscape less attractive for rapid volume gains but favourable for targeted innovation and value-driven strategies. Companies are pivoting towards a dual approach: investing in premium, sustainable solutions to capture the evolving needs of older and more conscious consumers, w

In 2025, away-from-home tissue and hygiene in Greece continued to reflect a delicate balance between the resilience of the hospitality and foodservice landscape and the persistent economic pressures facing both businesses and consumers. Value sales in this area reached EUR59 million, up only 1% from the previous year, illustrating a modest growth rate compared to the more robust post-pandemic recovery seen regionally in Western Europe in prior years. This sluggish value performance was closely l

In 2025, wipes in Greece grew by 5% to reach EU100 million, outpacing Western Europe averages. A key driver of growth in Greece has been the combination of price reductions, partly due to the shift to multipacks and the introduction of new, more affordable products, which has expanded the consumer base. The bulk of sales for personal wipes, especially baby wipes and general-purpose wipes, now derives from these multipack formats, as they offer better value per unit and meet the needs of value-dr

Retail adult incontinence in Greece posted a robust performance in 2025, recording year-on-year growth of 8% and retail sales value of EUR72 million. The steady expansion is closely linked to demographic change, as the ageing population continues to enlarge the consumer base, evidenced by the total population at 10.4 million in 2025 and a substantial 2.5 million people aged 65 and over.

In 2025, Greek cafés and bars struggled with rising coffee prices due to higher operating costs, higher salaries, and spikes in the prices of Robusta and Arabica beans. Operators raised menu prices, leading to fewer transactions as consumers shifted to drinking coffee at home. Bar sales dropped, while specialist coffee shops expanded their outlet network but faced intense competition and frequent closures. Bakery chains like Gregory's Microgevmata expanded their coffee offerings, increasing riva

In 2025, Greece’s tourism industry continued to play a pivotal role, with travel and lodging remaining the strongest performers among non-standalone foodservice locations, driven by sustained investment. Despite reduced traveller spending, these segments showed resilience, while standalone outlets saw a decline in sales due to cautious consumer spending and higher menu prices, leading to fewer purchases and visits. Retail and leisure foodservice venues were hit hardest, suffering from lower disp

Inflation continued to affect Greek foodservice in 2025, with value sales declining as operators raised menu prices to cover higher costs for raw materials, energy, and wages. This led to reduced restaurant footfall, as both locals and tourists favoured supermarket purchases for meals and drinks, shifting coffee consumption towards home. The rise of home delivery and takeaway, initially accelerated by COVID-19, has become entrenched, with over 30% of outlets offering delivery through their own f

In 2025, Greece's self-service cafeterias saw value growth due to higher prices, while the number of transactions declined. There were shifts in tourist spending, with more people opting for snacks rather than full meals due to rising menu prices. Most outlets are independent and located at travel hubs, while chains have limited presence except for some hypermarket cafeterias. Chained cafeterias saw the fastest value growth but mainly relied on eat-in customers.

In 2025, foodservice value sales from street stalls and kiosks declined, mainly due to the category's lack of development and innovation. Traditional street stalls, known primarily for selling sesame bread rings, have not diversified their product range, leaving them exposed to fierce competition from modern bakery chains. These chains have gained ground by providing a broader assortment of flavours, hot beverages, and higher hygiene standards, significantly undermining the performance of tradit

In 2025, value sales for full-service restaurants in Greece declined, largely due to a sharp drop in transaction volumes despite rising menu prices. Increasing operating costs and consumer financial constraints led many to favour eating at home, with more affordable limited-service restaurants gaining popularity over full-service establishments.

Though foodservice value sales declined in limited-service restaurants in Greece in 2025, these outlets and specialist coffee shops continue to attract investment due to their high profit potential and low costs. The market has seen both openings and closures from overinvestment, but consumers increasingly prefer limited-service formats over full-service. Burger chains and independents, notably boosted by Vivartia’s acquisition of Jackaroo and the re-entry of pizza chains, drive growth. Convenie

Greece has been historically a small cannabis market comprised of an overwhelming share of illicit value sales and a small percentage of CBD sales, whereas medical and adult-use cannabis products were not allowed. Despite scope being rather limited, the introduction of medical cannabis in Greece is a step forward and might open the door to further regulatory changes in line with other European cannabis markets over the next decade.