Greek consumers drive private label products to historic high

Private label products in Greece have reached a historic high in consumer preference, accounting for nearly four out of every ten products purchased. A study conducted by the Athens University of Economics and Business in January 2026 indicates that this trend has risen for the third consecutive year, driven largely by the impact of inflation on consumer choices.

Despite the shift toward more economical options, Greek consumers maintain a strong preference for high-quality domestic production. Professor Georgios Baltas notes that the majority of these private label goods are produced within Greece by local manufacturers for supermarket chains. This synergy between the rise of ‘Made in Greece’ products and private label growth suggests that the country of origin significantly influences perceived quality and purchasing intent, helping to support domestic jobs and local producers.