Greek FMCG sales rise 5.4% in H1 2026, hitting €5.7 bn

The organized retail market for fast‑moving consumer goods (FMCG) in Greece recorded a 6.7% increase in sales value in the first half of 2026, pushing total turnover to about €5.7 billion – a 5.4% rise year‑on‑year. Food and drink remained the dominant category, contributing over half of sales and growing 5.9%. The strongest sub‑categories were dairy (+8.6% value), fresh foods (+7.3%), snacks (+6.5%) and non‑alcoholic beverages (+6.4%). Household‑care products grew 3.5% and health‑and‑beauty items 4.1%. All store formats posted gains, with hypermarkets up 9.1% and superettes (100‑400 m²) up 8.9%. Geographic growth was highest in the Ionian and Aegean islands (+9%) and Crete (+8.2%). Promotional activity declined, with the share of sales driven by promotions falling to 40.3% from 44.4% a year earlier. Private‑label share stayed steady around 24% of the FMCG market overall and 33% in household‑care, indicating limited erosion despite income pressures.