Greek Households Cut Food and Energy Costs, Turn to Discount and Variable Pricing

A McKinsey analysis shows that six out of ten Greek households plan to reduce food spending, with 63% aiming to cut grocery bills. Shoppers are visiting multiple supermarket chains—73% visit two or three weekly—and shifting toward cheaper private‑label products as price becomes the primary driver. Only 15% remain loyal to a single retailer.

In the electricity market, the long‑standing preference for fixed‑price "blue" tariffs is fading. After a sharp rise in the share of blue tariffs from 13.27% in December 2024 to 27.83% in December 2025, providers have begun withdrawing the cheapest plans amid heightened uncertainty from regional tensions, including the war in Iran. Consumers are increasingly choosing variable‑price "yellow" tariffs, seeking flexibility despite potential price volatility.