Greek supermarket sales surpassed 12 billion euros in 2024, reaching 12.148 billion euros,
Greek supermarket sales surpassed 12 billion euros in 2024, reaching 12.148 billion euros, marking a 2.6% increase compared to the same period last year.
According to data from the research firm Circana (formerly IRI), the volume of sales grew by 2.8% in 2024, outpacing the 2.6% increase in sales value. This growth comes after a period of reduced consumption in 2022 and 2023, mainly due to steep price hikes. In fact, in 2022, sales grew by just 0.5% year-over-year, while in 2023, the increase was 2.5%.
All three main product categories experienced a rise in sales volume for the year: food sales increased by 2.8%, personal hygiene products by 3.1%, and household care items by 1.5%. Among the categories with the highest growth were dairy products, which rose by 6.1%, followed by alcoholic beverages with a 5.1% increase, frozen foods at 5%, and soft drinks at 4.6%.
In terms of sales value, only food items saw a notable increase of 3.6%, while personal hygiene and household care products experienced a decline of 0.9%. These two categories also saw the most intense promotional activity, with the share of products sold on promotion rising throughout 2024.
Specifically, 28.8% of personal hygiene products were sold
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