2025 Developments
Retail in Greece achieved a notable value increase of 7% in 2025 to EUR53.7 billion, outpacing many Western European peers despite modest economic expansion and inflation, making it an attractive environment due to resilient consumer spending and a strong focus on value. Growth was led by the popularity of supermarkets, hypermarkets, and discounters, with discounters expanding at 10% and hypermarkets at 14%, as consumers increasingly sought promotions, private label products, and convenience. Companies strengthened their competitive position through frequent promotions, loyalty schemes, and strategic private label investments, while further consolidation and innovative concepts such as vending and urban formats are reshaping competitive dynamics. E-commerce surged to EUR6.0 billion, with omnichannel integration and improved service standards becoming essential as consumers demand seamless experiences across both digital and physical retail. For success, brands must prioritise value, convenience, and innovation—leveraging targeted promotions, broad product ranges, digital infrastructure, and new formats—while adapting quickly to shifts in consumer expectations and ongoing structural change.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail industry in Greece with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Convenience Stores
- Discounters
- Hypermarkets
- Supermarkets
- Traditional Grocery Retailers
- Apparel and Footwear Specialist Retailers
- Electronics and Appliance Specialist Retailers
- Health and Beauty Specialist Retailers
- Home and Garden Specialist Retailers
- Department Stores
- Variety Stores
- Warehouse Clubs
- Direct Selling
- Homeshopping
- Vending
If you're in the Retail industry in Greece, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Retail in Greece report includes:
- Analysis of key retail trends
- Detailed segmentation of offline and online retail sales
- Historic channel sizes (retail value sales, outlet counts, and selling space)
- Company and brand market shares (retail value sales and outlet counts)
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Retail in Greece?
- Which are the leading retailers in Retail in Greece?
- How are products distributed in Retail in Greece?
- How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
- How significant are discounters and private label in Greece?
- To what extent are sales shifting towards digital channels?
- What is the long-term outlook for bricks-and-mortar?
- How is macroeconomic and political uncertainty affecting the retail industry?
- What types of retailers are seeing the fastest growth in digital sales?
- What is the future of retail?
Retail in Greece
2025 Developments
Key Data Insights
Retailers Drive Growth through Private Label Investment
Ab Vassilopoulos Leverages Constant Promotions to Capture Value-Driven Shoppers
Discounters Attract Price-Driven Shoppers with Frequent Promotions
Retail E-Commerce Accelerates as Omnichannel Expectations Rise
Hypermarkets and Variety Stores Expand by Meeting Demand for Convenience
Sklavenitis Strengthens Lead as Mergers Reshape Competition
Vending and Urban Formats Drive Innovation
Informal Retail
Opening Hours for Physical Retail
Seasonality
Convenience Retailers in Greece
Key Data Insights
Convenience Retailers Summary
Supermarket Investment in Small Formats Intensifies Competition and Boosts Growth
Online Delivery Platforms Expand Reach and Redefine Shopper Expectations
Supermarket Chains to Intensify Mini Market Roll-Out to Capture Everyday Spending
Wolt and Efood Blur Physical and Digital Lines to Accelerate Omnichannel Convenience
Ok Anytime Market Expands Network and Outpaces Rivals with Innovation
Core Innovations Acquires Twenty 4 Shopen as Part of Its Expansion Strategy
Supermarkets in Greece
Key Data Insights
Supermarkets Summary
Alfa-Beta Vassilopoulos Drives Competitive Pricing through Private Label Expansion
Consolidation and Private Label Expansion at the Heart of Growth
Supermarkets Address Cost Pressures with Private Label Innovation
Sklavenitis Extends Its Sales Lead through Private Label and Operational Investments
Acquisition Boosts Masoutis’ Market Power
Hypermarkets in Greece
Key Data Insights
Hypermarkets Summary
Sklavenitis Accelerates Investment to Capture Value-Driven Shoppers
Ab Creates Dedicated Private Label Zones
Retailers Add Leisure Facilities and Services to Drive Sales
Sklavenitis Expands Investment to Secure Lead as Ab Loses Share
Discounters in Greece
Key Data Insights
Discounters Summary
Lidl Hellas Boosts Private Label Dairy and Shifts Consumer Perceptions
Private Label Investment to Drive Growth and Boost Consumer Loyalty
Lidl Hellas Maintains Dominance
Discount Markt’S Bold Expansion into Athens
Small Local Grocers in Greece
Key Data Insights
Small Local Grocers Summary
Supermarket Chains Embrace Small Formats to Capture Shifting Demand
Major Supermarket Chains Expand Minimarket Formats and Intensify Competition
Players Focused on Organic and Local Products Are Set to Succeed
Convenience and Digital Payments Reshape Shopper Behaviour and Store Viability
General Merchandise Stores in Greece
Key Data Insights
General Merchandise Stores Summary
Variety Stores Leverage Aggressive Discounting to Attract Price-Sensitive Shoppers
Discount Retail’S Rise Fuels Jumbo’S Success
Players to Focus on Meeting Value and Convenience Needs
Attica Expands Online to Attract Digital-First Shoppers
Jumbo Sustains Dominance While Notos Com Sees Dynamic Growth
Apparel and Footwear Specialists in Greece
Key Data Insights
Apparel and Footwear Specialists Summary
Price-Sensitive Shoppers Seek Value and Experience
Vinted and Trendyol Fuel Conscious Consumption and Social Commerce Engagement
Vinted Drives Secondhand Adoption as Spending Caution Grows
Digital and Physical Channels Merge to Meet Consumer Demands
Zara Shifts to Flagship Stores to Strengthen Its Lead
Appliances and Electronics Specialists in Greece
Key Data Insights
Appliances and Electronics Specialists Summary
Discount-Driven Shoppers Boost Sales during Major Promotional Periods
Online Customer Reviews Power Buying Habits
Flexible Payment Options and Price Matching Drive Higher Value Purchases
Shoppers Blend Online Research with In-Store Experience to Maximise Value
Eco-Friendly Features Attract Younger Buyers Seeking Long-Term Savings
Kotsovolos Cements Lead with Payment Flexibility and Digital Tools
Home Products Specialists in Greece
Key Data Insights
Home Products Specialists Summary
Consumers Willing to Invest in Home Improvements Despite Economic Pressures
Ikea, Leroy Merlin and Praktiker Reshape Online Convenience and Loyalty
Growth Set to Be Fuelled by Demand for Affordable Home Products
Retailers Enhance Digital Journeys to Boost In-Store and Online Conversions
Ikea Strengthens Leadership with New Formats While Jysk Accelerates Share Gains
Health and Beauty Specialists in Greece
Key Data Insights
Health and Beauty Specialists Summary
Pharmacies Meet Wellness Demand as Price Sensitivity Grows
Pharmacies Capitalise on Health and Immunity Focus to Lead Sales
Online Platforms Boost Convenience and Affordability for Shoppers
Consumers Are Shifting Online in Search of Convenience and Value
Beauty Specialists Set to Benefit From Search for Natural and Sustainable Solutions
Dust & Cream Invests in Expansion as Hondos Center Strengthens Its Lead
Vending in Greece
Key Data Insights
VendingSummary
Greek Company Launches Olive Oil Vending for Round-The-Clock Convenience
Operators Drive Growth by Diversifying Vending beyond Foods
Operators Respond to Demand for Non-Traditional Vending Access
Healthier Snacks and Local Specialities Reshape Product Offerings
Direct Selling in Greece
Key Data Insights
Direct Selling Summary
Avon Embraces Online Brochures to Counter Falling Face-To-Face Sales
Digital Migration Drives New Purchasing Patterns as Brands Adapt
Online Convenience Prompts Brands to Reimagine Consumer Engagement
Foods Direct Selling to Benefit From Digital Push
Mobile and Social Channels Redefine Growth Opportunities for Sellers
Herbalife Nutrition Takes the Lead as Avon Adapts
Retail E-Commerce in Greece
Key Data Insights
Retail E-Commerce Summary
Economic Headwinds Push Price-Sensitive Shoppers Online
Skroutz Forms Partnerships to Deliver Convenience and Value
Omnichannel Strategies Drive Loyalty and Engagement
Shopflix Is Challenging Skroutz by Meeting Demand for Convenience and Low Prices
Mobile-First Strategies and Logistics Optimisation Reshape Consumer Expectations
Amazon Remains on Top but Faces Mounting Competition
Country Reports Disclaimer
The following categories and subcategories are included:
Retail
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- Convenience Stores
- Forecourt Retailers
- Supermarkets
- Hypermarkets
- Discounters
- Warehouse Clubs
- Food/Drink/Tobacco Specialists
- Small Local Grocers
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- Department Stores
- Variety Stores
- Apparel and Footwear Specialists
- Appliances and Electronics Specialists
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- Home Improvement and Gardening Stores
- Homewares and Home Furnishing Stores
- Pet Shops and Superstores
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- Beauty Specialists
- Pharmacies
- Optical Goods Stores
- Health and Personal Care Stores
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- Bags and Luggage Specialists
- Jewellery and Watch Specialists
- Sports Goods Stores
- Traditional Toys and Games Stores
- Other Non-Grocery Retailers
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- Fashion Vending
- Health and Beauty Vending
- Appliances and Electronics Vending
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- Alcoholic Drinks Vending
- Hot Drinks Vending
- Soft Drinks Vending
- Tobacco Products Vending
- Foods Vending
- Home Products Vending
- Other Products Vending
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- Apparel and Footwear Direct Selling
- Personal Accessories Direct Selling
- Eyewear Direct Selling
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- Beauty and Personal Care Direct Selling
- Consumer Health Direct Selling
- Tissue and Hygiene Direct Selling
- Appliances and Electronics Direct Selling
- Drinks and Tobacco Direct Selling
- Foods Direct Selling
- Home Products Direct Selling
- Other Products Direct Selling
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- Apparel and Footwear E-Commerce
- Personal Accessories E-Commerce
- Eyewear E-Commerce
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- Beauty and Personal Care E-Commerce
- Consumer Health E-Commerce
- Tissue and Hygiene E-Commerce
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- Consumer Appliances E-Commerce
- Consumer Electronics E-Commerce
- Toys and Games E-Commerce
- Drinks and Tobacco E-Commerce
- Foods E-Commerce
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- Home Care E-Commerce
- Home and Garden E-Commerce
- Pet Care E-Commerce
- Other Products E-Commerce
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- First-Party (1P) Marketplace E-Commerce
- Third-Party (3P) Marketplace E-Commerce
- Grocery E-Commerce
- General Merchandiser E-Commerce
- Apparel and Footwear Specialist E-Commerce
- Appliances and Electronics Specialist E-Commerce
- Home Products Specialist E-Commerce
- Health and Beauty Specialist E-Commerce
- Leisure and Personal Goods Specialist E-Commerce
- Other E-Commerce Retailers
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Retail
Retail is the sale of new and used goods to consumers from a business for personal or household consumption from retail outlets, kiosks, market stalls, vending, direct selling and e-commerce. Retail is the aggregation of Retail Offline and Retail E-Commerce. Excludes specialist retailers of motor vehicles, motorcycles, vehicle parts. Also excludes fuel sales, foodservice sales, rental transactions, wholesale sales (e.g. Cash and Carry), and sales through cannabis dispensaries in markets where cannabis is sold legally. Sales value excluding or including VAT/Sales Tax. Retail also excludes the informal retail sector. Informal retailing is retail trade which is not declared to the tax authorities. Informal retailing encompasses (a) sales generated by unregistered and unlicensed retailers, i.e. retailers operating illegally, and (b) any proportion of sales generated by a registered and licensed retailer that is not declared to the tax authorities. Unregistered and unlicensed retailers operate predominantly (although not exclusively) as street hawkers or operate open market stalls, as these channels are harder for the authorities to monitor than permanent outlets. Activities in the illegal market, which is usually understood to refer to trade in illegal, counterfeit or stolen merchandise, are included within our definition of informal retailing. Activities in the “grey market”, which is usually understood to refer to trade in legal merchandise that is sold through unauthorized channels – for example cigarettes bought legally in another country, legally imported, but sold at lower prices than in authorized channels – will be included as informal retailing if no tax is paid on sale by the retailer. However if the retailer pays tax – for example on cigarettes bought legally in another country but sold at a lower price than standard – the sale is included within formal retail.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Retail research and analysis database.
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