Greek consumers face financial pressure amid rising cost of living

A recent Circana study, presented at the ECR Gathering 2026, reveals that over 70% of Greek consumers are managing their finances with extreme caution or difficulty. The research highlights a significant gap between incomes and the cost of living, with the average economic security index standing at a low 3.89 out of 10.

To cope with inflationary pressures, a vast majority of households have already reduced spending on non-essential categories such as entertainment and clothing. Consumers are adopting more strategic shopping habits, acting as “professional buyers” by comparing prices per kilo or liter and prioritizing promotions. Price remains the primary factor for 92% of shoppers, followed by offers at 79.1%.

Key findings include: - The average monthly supermarket expenditure is €347. - 63% of consumers frequently opt for private label products. - 57% of respondents expressed concern regarding the discrepancy between wages and living costs. - Housing costs were identified as a major source of financial pressure.

Despite these constraints, approximately 60% of consumers still plan for holidays and maintain the habit of dining out, suggesting a desire to preserve certain lifestyle experiences despite economic instability.