Greek consumers face economic pressure and shifting shopping habits

Recent research presented at the ECR GATHERING 2026 event in Greece highlights significant shifts in consumer behavior driven by economic constraints and digital transformation. Studies by Circana and Brands Mirror reveal that 74% of Greek consumers manage their finances with difficulty or extreme caution, with an average economic security index of only 3.89 out of 10.

Financial pressures, including the cost of living and housing expenses, are leading households to reduce spending on non-essential categories such as entertainment and clothing. To maintain budget control, consumers are increasingly prioritizing price, comparing offers, and examining unit prices (per kilo or liter) more meticulously.

This economic environment has also triggered a trend toward private-label products, which are frequently purchased by 63% of consumers. Additionally, the integration of physical and digital shopping channels—often referred to as 'phygital'—is reshaping how shoppers research and complete purchases.