Greek consumers face rising supermarket costs and financial pressure

Recent research presented at the ECR Gathering 2026 highlights significant shifts in Greek consumer behavior driven by economic pressure. According to findings from Circana, 74% of Greek consumers report managing their finances with difficulty or extreme caution, while 57% are concerned about the mismatch between wages and the cost of living.

The average monthly expenditure at supermarkets in Greece has reached 347 euros. To mitigate costs, 63% of consumers frequently opt for private-label products, and there is an increasing reliance on digital tools and systematic searches for discounts and offers to decide where and what to purchase.

Vangelis Kypriotis, Deputy CEO of Septona and board member of ECR Hellas, noted that these changes are creating a new environment for supermarket chains and the consumer goods industry, necessitating closer cooperation between retailers and manufacturers to better understand and serve the evolving shopper.