Retail in Greece

March 2024
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EUR 2,275
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Overview:

Understand the latest market trends and future growth opportunities for the Retailing industry in Greece with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Convenience Stores
  • Discounters
  • Hypermarkets
  • Supermarkets
  • Traditional Grocery Retailers
  • Apparel and Footwear Specialist Retailers
  • Electronics and Appliance Specialist Retailers
  • Health and Beauty Specialist Retailers
  • Home and Garden Specialist Retailers
  • Department Stores
  • Variety Stores
  • Warehouse Clubs
  • Direct Selling
  • Homeshopping
  • Vending

If you're in the Retailing industry in Greece, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Retailing in Greece report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Retailing in Greece?
  • Which are the leading retailers in Retailing in Greece?
  • How are products distributed in Retailing in Greece?
  • How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
  • How significant are discounters and private label in Greece?
  • How has the impact of COVID-19 and national lockdown impacted consumer demand?
  • Which formats have benefited the most from stockpiling and enforced home seclusion?
  • How will the wider economic impact of COVID-19 shape the retail landscape in the future?
  • Where is future growth expected to be most dynamic?
Download Table of Contents

Retail in Greece

Retail in 2023: The big picture
Consolidation via acquisition
Trend towards shopping in convenience stores
What next for retail?
Informal retail
Opening hours for physical retail
Summary 1 Standard Opening Hours by Channel Type 2023
Seasonality
St Valentine’s Day
Mother’s Day
Table 1 Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2018-2023
Table 2 Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2018-2023
Table 3 Sales in Retail Offline by Channel: Value 2018-2023
Table 4 Sales in Retail Offline by Channel: % Value Growth 2018-2023
Table 5 Retail Offline Outlets by Channel: Units 2018-2023
Table 6 Retail Offline Outlets by Channel: % Unit Growth 2018-2023
Table 7 Sales in Retail E-Commerce by Product: Value 2018-2023
Table 8 Sales in Retail E-Commerce by Product: % Value Growth 2018-2023
Table 9 Grocery Retailers: Value Sales, Outlets and Selling Space 2018-2023
Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 11 Sales in Grocery Retailers by Channel: Value 2018-2023
Table 12 Sales in Grocery Retailers by Channel: % Value Growth 2018-2023
Table 13 Grocery Retailers Outlets by Channel: Units 2018-2023
Table 14 Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023
Table 15 Non-Grocery Retailers: Value Sales, Outlets and Selling Space 2018-2023
Table 16 Non-Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 17 Sales in Non-Grocery Retailers by Channel: Value 2018-2023
Table 18 Sales in Non-Grocery Retailers by Channel: % Value Growth 2018-2023
Table 19 Non-Grocery Retailers Outlets by Channel: Units 2018-2023
Table 20 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023
Table 21 Retail GBO Company Shares: % Value 2019-2023
Table 22 Retail GBN Brand Shares: % Value 2020-2023
Table 23 Retail Offline GBO Company Shares: % Value 2019-2023
Table 24 Retail Offline GBN Brand Shares: % Value 2020-2023
Table 25 Retail Offline LBN Brand Shares: Outlets 2020-2023
Table 26 Retail E-Commerce GBO Company Shares: % Value 2019-2023
Table 27 Retail E-Commerce GBN Brand Shares: % Value 2020-2023
Table 28 Grocery Retailers GBO Company Shares: % Value 2019-2023
Table 29 Grocery Retailers GBN Brand Shares: % Value 2020-2023
Table 30 Grocery Retailers LBN Brand Shares: Outlets 2020-2023
Table 31 Non-Grocery Retailers GBO Company Shares: % Value 2019-2023
Table 32 Non-Grocery Retailers GBN Brand Shares: % Value 2020-2023
Table 33 Non-Grocery Retailers LBN Brand Shares: Outlets 2020-2023
Table 34 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2023-2028
Table 35 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2023-2028
Table 36 Forecast Sales in Retail Offline by Channel: Value 2023-2028
Table 37 Forecast Sales in Retail Offline by Channel: % Value Growth 2023-2028
Table 38 Forecast Retail Offline Outlets by Channel: Units 2023-2028
Table 39 Forecast Retail Offline Outlets by Channel: % Unit Growth 2023-2028
Table 40 Forecast Sales in Retail E-Commerce by Product: Value 2023-2028
Table 41 Forecast Sales in Retail E-Commerce by Product: % Value Growth 2023-2028
Table 42 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 43 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 44 Forecast Sales in Grocery Retailers by Channel: Value 2023-2028
Table 45 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2023-2028
Table 46 Forecast Grocery Retailers Outlets by Channel: Units 2023-2028
Table 47 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2023-2028
Table 48 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 49 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 50 Forecast Sales in Non-Grocery Retailers by Channel: Value 2023-2028
Table 51 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2023-2028
Table 52 Forecast Non-Grocery Retailers Outlets by Channel: Units 2023-2028
Table 53 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2023-2028

DISCLAIMER

Summary 2 Research Sources

Convenience Retailers in Greece

KEY DATA FINDINGS

Ongoing habit of shopping nearby
Convenience stores players tap into demand for on-the-go coffee and baked goods
Supermarkets players continue to invest in convenience stores
Changing locations and stores in line with evolving demand trends
Convenience retailers turning to e-commerce
Increasingly mimicking supermarkets
Table 54 Convenience Retailers: Value Sales, Outlets and Selling Space 2018-2023
Table 55 Convenience Retailers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 56 Sales in Convenience Retailers by Channel: Value 2018-2023
Table 57 Sales in Convenience Retailers by Channel: % Value Growth 2018-2023
Table 58 Convenience Retailers GBO Company Shares: % Value 2019-2023
Table 59 Convenience Retailers GBN Brand Shares: % Value 2020-2023
Table 60 Convenience Retailers LBN Brand Shares: Outlets 2020-2023
Table 61 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 62 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 63 Forecast Sales in Convenience Retailers by Channel: Value 2023-2028
Table 64 Forecast Sales in Convenience Retailers by Channel: % Value Growth 2023-2028

Supermarkets in Greece

KEY DATA FINDINGS

Larger players look to grow through acquisition
Investment in e-commerce
Sklavenitis stays out in front despite increased competition
Working to generate loyalty
Growing focus on sustainability
Adoption of new technologies
Table 65 Supermarkets: Value Sales, Outlets and Selling Space 2018-2023
Table 66 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 67 Supermarkets GBO Company Shares: % Value 2019-2023
Table 68 Supermarkets GBN Brand Shares: % Value 2020-2023
Table 69 Supermarkets LBN Brand Shares: Outlets 2020-2023
Table 70 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 71 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

Hypermarkets in Greece

KEY DATA FINDINGS

Hypermarkets becoming like shopping centres
Looking beyond everyday shopping
Sklavenitis remains dominant
Increasing space required
Growing competition from e-commerce
Leader expected to further develop private label offer
Table 72 Hypermarkets: Value Sales, Outlets and Selling Space 2018-2023
Table 73 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 74 Hypermarkets GBO Company Shares: % Value 2019-2023
Table 75 Hypermarkets GBN Brand Shares: % Value 2020-2023
Table 76 Hypermarkets LBN Brand Shares: Outlets 2020-2023
Table 77 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 78 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

Discounters in Greece

KEY DATA FINDINGS

Challenging economic conditions boost demand
Increased focus on advertising
Diverse and expanding product range
Consumers looking for more than low prices
Discounters may need to overcome reluctance to engage in e-commerce
Inflation also affects discounters
Table 79 Discounters: Value Sales, Outlets and Selling Space 2018-2023
Table 80 Discounters: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 81 Discounters GBO Company Shares: % Value 2019-2023
Table 82 Discounters GBN Brand Shares: % Value 2020-2023
Table 83 Discounters LBN Brand Shares: Outlets 2020-2023
Table 84 Discounters Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 85 Discounters Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

Small Local Grocers in Greece

KEY DATA FINDINGS

Specialist stores stand out
Small local grocers cannot compete on price
Growing interest in health food stores
Specialists in tune with evolving demand amongst younger consumers
Competitive challenge from convenience store chains
Increasing involvement in e-commerce
Table 86 Small Local Grocers: Value Sales, Outlets and Selling Space 2018-2023
Table 87 Small Local Grocers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 88 Small Local Grocers GBO Company Shares: % Value 2019-2023
Table 89 Small Local Grocers GBN Brand Shares: % Value 2020-2023
Table 90 Small Local Grocers LBN Brand Shares: Outlets 2020-2023
Table 91 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 92 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

General Merchandise Stores in Greece

KEY DATA FINDINGS

Continued reliance on traditional advertising
Variety stores work to generate impulse purchases
Major department stores players look to expand
Attica working to enhance the in-store experience
Intense competition
Investment needed to attract younger consumers
Table 93 General Merchandise Stores: Value Sales, Outlets and Selling Space 2018-2023
Table 94 General Merchandise Stores: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 95 Sales in General Merchandise Stores by Channel: Value 2018-2023
Table 96 Sales in General Merchandise Stores by Channel: % Value Growth 2018-2023
Table 97 General Merchandise Stores GBO Company Shares: % Value 2019-2023
Table 98 General Merchandise Stores GBN Brand Shares: % Value 2020-2023
Table 99 General Merchandise Stores LBN Brand Shares: Outlets 2020-2023
Table 100 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 101 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 102 Forecast Sales in General Merchandise Stores by Channel: Value 2023-2028
Table 103 Forecast Sales in General Merchandise Stores by Channel: % Value Growth 2023-2028

Apparel and Footwear Specialists in Greece

KEY DATA FINDINGS

Growing consumer interest in second-hand market
Rising concerns about fast fashion
Stores shifting to high traffic areas
Persistent demand for luxury clothing
Enhancing the customer experience
Ongoing shift towards more comfortable footwear
Table 104 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space 2018-2023
Table 105 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 106 Apparel and Footwear Specialists GBO Company Shares: % Value 2019-2023
Table 107 Apparel and Footwear Specialists GBN Brand Shares: % Value 2020-2023
Table 108 Apparel and Footwear Specialists LBN Brand Shares: Outlets 2020-2023
Table 109 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 110 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

Appliances and Electronics Specialists in Greece

KEY DATA FINDINGS

Public moving into white appliances
Exploring different payment options
Consumers continue to prefer physical stores for purchasing white appliances
Intense competition between leading players
Enduring role for physical stores
Acquisition points to market verticalisation
Table 111 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space 2018-2023
Table 112 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 113 Appliances and Electronics Specialists GBO Company Shares: % Value 2019-2023
Table 114 Appliances and Electronics Specialists GBN Brand Shares: % Value 2020-2023
Table 115 Appliances and Electronics Specialists LBN Brand Shares: Outlets 2020-2023
Table 116 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 117 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

Home Products Specialists in Greece

KEY DATA FINDINGS

Leroy Merlin extends new store concept to Greece
Growing interest in DIY
Partnership extends retail reach of major furniture company
Major players to continue to expand store networks
Ongoing role for physical stores
Growing role for digital technologies
Table 118 Home Products Specialists: Value Sales, Outlets and Selling Space 2018-2023
Table 119 Home Products Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 120 Sales in Home Products Specialists by Channel: Value 2018-2023
Table 121 Sales in Home Products Specialists by Channel: % Value Growth 2018-2023
Table 122 Home Products Specialists GBO Company Shares: % Value 2019-2023
Table 123 Home Products Specialists GBN Brand Shares: % Value 2020-2023
Table 124 Home Products Specialists LBN Brand Shares: Outlets 2020-2023
Table 125 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 126 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 127 Forecast Sales in Home Products Specialists by Channel: Value 2023-2028
Table 128 Forecast Sales in Home Products Specialists by Channel: % Value Growth 2023-2028

Health and Beauty Specialists in Greece

KEY DATA FINDINGS

The Bodyshop creates store with an emphasis on sustainability
Beauty specialists benefit from men’s changing attitudes
Growing online competition
Growing role for social media and video marketing
Trends towards clean beauty and sustainability
Consumers continue to appreciate expert advice
Table 129 Health and Beauty Specialists: Value Sales, Outlets and Selling Space 2018-2023
Table 130 Health and Beauty Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 131 Sales in Health and Beauty Specialists by Channel: Value 2018-2023
Table 132 Sales in Health and Beauty Specialists by Channel: % Value Growth 2018-2023
Table 133 Health and Beauty Specialists GBO Company Shares: % Value 2019-2023
Table 134 Health and Beauty Specialists GBN Brand Shares: % Value 2020-2023
Table 135 Health and Beauty Specialists LBN Brand Shares: Outlets 2020-2023
Table 136 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 137 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 138 Forecast Sales in Health and Beauty Specialists by Channel: Value 2023-2028
Table 139 Forecast Sales in Health and Beauty Specialists by Channel: % Value Growth 2023-2028

Vending in Greece

KEY DATA FINDINGS

Former leader leaves huge gap in vending
Health and wellness trend exacerbates competitive threat
Greece gets its first fully robotic micro-retail store for a contactless shopping experience
Limited opportunities for traditional vending machines
Potential for i-mall Micro Market franchise expansion to boost channel
Uptake of contactless payment offers hope
Table 140 Vending by Product: Value 2018-2023
Table 141 Vending by Product: % Value Growth 2018-2023
Table 142 Vending GBO Company Shares: % Value 2019-2023
Table 143 Vending GBN Brand Shares: % Value 2020-2023
Table 144 Vending Forecasts by Product: Value 2023-2028
Table 145 Vending Forecasts by Product: % Value Growth 2023-2028

Direct Selling in Greece

KEY DATA FINDINGS

Oriflame seeks to attract new salespeople
Direct selling primarily targets older consumers
Avon retains lead
Direct selling continues to face significant challenges
Direct sellers need to engage with digital technologies
Local producers may look to target consumers directly
Table 146 Direct Selling by Product: Value 2018-2023
Table 147 Direct Selling by Product: % Value Growth 2018-2023
Table 148 Direct Selling GBO Company Shares: % Value 2019-2023
Table 149 Direct Selling GBN Brand Shares: % Value 2020-2023
Table 150 Direct Selling Forecasts by Product: Value 2023-2028
Table 151 Direct Selling Forecasts by Product: % Value Growth 2023-2028

Retail E-Commerce in Greece

KEY DATA FINDINGS

Trend towards marketplaces
Retailers take advantage of major delivery apps
State funding leads to proliferation of e-commerce shops
Continued growth expected
Competing on speed of delivery
Major players face challenge of building sufficient delivery fleets
Table 152 Retail E-Commerce by Channel: Value 2017-2022
Table 153 Retail E-Commerce by Channel: % Value Growth 2017-2022
Table 154 Retail E-Commerce by Product: Value 2017-2022
Table 155 Retail E-Commerce by Product: % Value Growth 2017-2022
Table 156 Retail E-Commerce GBO Company Shares: % Value 2018-2022
Table 157 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
Table 158 Forecast Retail E-Commerce by Channel: Value 2022-2027
Table 159 Forecast Retail E-Commerce by Channel: % Value Growth 2022-2027
Table 160 Forecast Retail E-Commerce by Product: Value 2022-2027
Table 161 Forecast Retail E-Commerce by Product: % Value Growth 2022-2027
The following categories and subcategories are included:

Retailing

      • Fashion Vending
      • Health and Beauty Vending
      • Appliances and Electronics Vending
        • Alcoholic Drinks Vending
        • Hot Drinks Vending
        • Soft Drinks Vending
        • Tobacco Products Vending
      • Foods Vending
      • Home Products Vending
      • Other Products Vending
        • Apparel and Footwear Direct Selling
        • Personal Accessories Direct Selling
        • Eyewear Direct Selling
        • Beauty and Personal Care Direct Selling
        • Consumer Health Direct Selling
        • Tissue and Hygiene Direct Selling
      • Appliances and Electronics Direct Selling
      • Drinks and Tobacco Direct Selling
      • Foods Direct Selling
      • Home Products Direct Selling
      • Other Products Direct Selling
        • Apparel and Footwear E-Commerce
        • Personal Accessories E-Commerce
        • Eyewear E-Commerce
        • Beauty and Personal Care E-Commerce
        • Consumer Health E-Commerce
        • Tissue and Hygiene E-Commerce
        • Consumer Appliances E-Commerce
        • Consumer Electronics E-Commerce
        • Toys and Games E-Commerce
      • Drinks and Tobacco E-Commerce
      • Foods E-Commerce
        • Home Care E-Commerce
        • Home and Garden E-Commerce
        • Pet Care E-Commerce
      • Other Products E-Commerce
        • First-Party (1P) Marketplace E-Commerce
        • Third-Party (3P) Marketplace E-Commerce
      • Grocery E-Commerce
      • General Merchandiser E-Commerce
      • Apparel and Footwear Specialist E-Commerce
      • Appliances and Electronics Specialist E-Commerce
      • Home Products Specialist E-Commerce
      • Health and Beauty Specialist E-Commerce
      • Leisure and Personal Goods Specialist E-Commerce
      • Other E-Commerce Retailers

Retailing

Retail is the sale of new and used goods to consumers from a business for personal or household consumption from retail outlets, kiosks, market stalls, vending, direct selling and e-commerce. Retail is the aggregation of Retail Offline and Retail E-Commerce. Excludes specialist retailers of motor vehicles, motorcycles, vehicle parts. Also excludes fuel sales, foodservice sales, rental transactions, and wholesale sales (e.g. Cash and Carry). Sales value excluding or including VAT/Sales Tax. Retail also excludes the informal retail sector. Informal retailing is retail trade which is not declared to the tax authorities. Informal retailing encompasses (a) sales generated by unregistered and unlicensed retailers, i.e. retailers operating illegally, and (b) any proportion of sales generated by a registered and licensed retailer that is not declared to the tax authorities. Unregistered and unlicensed retailers operate predominantly (although not exclusively) as street hawkers or operate open market stalls, as these channels are harder for the authorities to monitor than permanent outlets. Activities in the illegal market, which is usually understood to refer to trade in illegal, counterfeit or stolen merchandise, are included within our definition of informal retailing. Activities in the “grey market”, which is usually understood to refer to trade in legal merchandise that is sold through unauthorized channels – for example cigarettes bought legally in another country, legally imported, but sold at lower prices than in authorized channels – will be included as informal retailing if no tax is paid on sale by the retailer. However if the retailer pays tax – for example on cigarettes bought legally in another country but sold at a lower price than standard – the sale is included within formal retail.

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