Organized food retail in Greece—including supermarkets larger than 100 square meters across mainland Greece, Crete, the Ionian Islands, and the Aegean Islands—recorded a 6.7% increase in sales value during the first half of 2026, according to a NielsenIQ report. This continues the sector’s upward trend compared to the same period in 2025. Fast-Moving Consumer Goods (FMCG) sales in supermarkets reached approximately €5.7 billion, up 5.4% year-on-year.
Foods and Beverages Dominate Market
Foods and beverages remained the largest category, accounting for over half of total sales value. They posted a 5.9% growth in the first half of 2026. Among subcategories, dairy products led with an 8.6% rise in sales value, followed by fresh foods (+7.3%), snacks (+6.5%), and non-alcoholic beverages (+6.4%).
Slower Growth in Household and Personal Care
Household products—a category NielsenIQ refers to as ‘Household Products’—saw more modest growth, with sales value rising 3.5%. Health & Beauty products increased by 4.1%, driven primarily by personal hygiene and care items.
All Store Formats Expand
Growth was observed across all store formats. Hypermarkets—large-format stores offering broad selections of food and other consumer goods—led with a 9.1% sales increase. So-called ‘Superettes’ (stores between 100 and 400 square meters) followed closely at +8.9%, reflecting ongoing network restructuring by retail chains and a strategic push toward neighborhood and convenience-oriented outlets.
Strongest Regional Gains in Islands and Crete
Sales rose across all regions, with the highest growth in island markets: +9% in both the Ionian and Aegean islands, and +8.2% in Crete. In Attica—which accounts for 42.3% of total market revenue—sales grew by 6.3%. Thessaloniki recorded the strongest urban performance at +7.9%, representing 9.8% of the national market’s total turnover.
Promotional Activity Declines
Promotional activity for branded FMCG products notably decreased in the first half of 2026. The share of sales generated through promotions fell to 40.3%.