Greek Government Launches Price‑Cut Initiative up to 20% on Essentials

From 31 August 2026, a National Initiative backed by the Greek government, industry groups and supermarket chains will lower shelf‑price levels on a wide range of essential goods by 5 % to 20 %. The programme, overseen by the Independent Authority for Market and Consumer Protection (AAEA&PK), targets high‑consumption categories such as fresh meat, dairy, pasta, rice, olive oil, baby food, detergents, personal‑care items and school supplies. Participating retailers must submit reduction plans by barcode, keep the reduced price for at least two months, and may keep the discount in force for up to four months. The reference price is the regular shelf price on 27 August 2026; any further promotions must be applied on top of the new lower price, ensuring the cuts are permanent rather than temporary coupons. The initiative is voluntary for businesses but includes strict competition safeguards and mandatory display of the previous price. As part of the summer sales period, stores may optionally remain open on Sunday 19 July, with a suggested timetable of 11:00‑18:00, to allow consumers to benefit from the forthcoming discounts. The plan aims to deliver measurable savings to household budgets while preserving market competition.