Cider/perry in Greece registered steep declines in total volume and current value sales in 2024. The category has failed to establish a strong audience in Greece, and demand is quite niche. The performance of cider/perry in the country is largely dependent on tourism flows, with visitors accounting for the bulk of volumes consumed in Greece. This remained the case at the end of the review period, with cider/perry’s appeal to the domestic population still low, and consumption strongly limited to

Beer in Greece registered fast total volume sales growth in 2024. It remained the largest category in alcoholic drinks and posted fast growth in both on- and off-trade volume sales at the end of the review period. Off-trade volume growth was faster than on-trade volume growth in 2024, albeit from a slightly lower base. This was due to an increase in home consumption amidst heavy strain on disposable income, with inflation having a significant impact on discretionary spending. Meanwhile, beer ben

The non/low alcohol trend remained on the rise in alcoholic drinks in Greece in 2024, supported by a widening variety of products. Non alcoholic RTDs have been introduced to Greece and there was an increase in availability of non alcoholic wine, although penetration remained very low. Non/low alcohol beer continued to witness very strong total volume growth and non alcoholic cider, introduced in 2023, performed well quickly. Meanwhile, the penetration of non alcoholic spirits remained very low,

Total volume sales of wine in Greece posted a further slight rise in 2024. Wine benefited from changes in consumer behaviour as a result of the impact of inflation and strong pressure on disposable incomes. For instance, the shift from the on-trade to the off-trade channel boosted wine, which is more commonly consumed at home, in comparison to spirits. Thus, the on-trade consumption of wine rose as consumers traded down from spirits. While there was a slowdown in on-trade volume growth for wine

Total volume sales of spirits in Greece decreased slightly in 2024. This performance was informed by strong pressure on disposable incomes amidst the cost-of-living crisis. The post-Coronavirus (COVID-19) “back to party” effect that had been driving growth in the demand for spirits is fading, as consumers struggle to cope with rising living costs. Spending on spirits has decreased among domestic consumers and tourists. Tourists have been key contributors to sales of spirits in Greece, but the pu

RTDs in Greece posted further strong, if slower, total volume growth in 2024. The category has attracted very high investments, leading to rapid increases in product variety year-on-year. This has contributed to higher consumer awareness. RTDs for cocktails primarily drove the growth in demand for these products.

While smoking prevalence is in decline in Greece, social acceptance of tobacco use remains relatively high in 2024 particularly among younger generations resulting in a slower decline compared to other Western countries. Poor enforcement of smoking bans contributes to sustained smoking rates, with many hospitality venues turning a blind eye to indoor smoking after late evening hours. Vaping and heated tobacco use are also widely tolerated in enclosed spaces. Favourable weather conditions further

Retail volume sales of cigarettes rose marginally in 2024. This slight increase was underpinned by several interrelated factors. While the long-term trend remains one of gradual decline due to ongoing health awareness campaigns and the growing penetration of next-generation nicotine products, certain short-term dynamics provided support to cigarette sales during the year. Notably, there has been a shift away from illicit tobacco trade, thanks to stricter government controls, which contributed to

In 2024, the cigars and cigarillos category recorded a modest rise in retail volume sales, primarily driven by the increasing popularity of price fighter cigarillos. This growth comes amid a backdrop of declining smoking prevalence and shifting consumer preferences. Standard cigarillos continued to decline in volume terms, impacted by the economic hardship that pushed consumers towards more affordable options. In contrast, low-cost alternatives gained traction, increasingly capturing share from

Smokeless tobacco remained a nascent and marginal category in 2024, with only minimal uptake among Greek consumers. The year marked the introduction of nicotine pouch brands such as Zyn and Velo, signalling manufacturers' intent to test the market, yet consumer awareness remained low and retail penetration was limited. A key barrier to growth lies in the sociocultural context of Greece, where smoking remains relatively socially accepted and the climate allows consumers to smoke outdoors for much

In 2025, pet care in Greece is enjoying healthy volume growth in line with rising pet ownership. In current value terms, growth is slowing in line with easing inflation, although consumers remain highly budget conscious due to economic uncertainty. Pet owners are keen to take care of their pets properly, with a stronger focus on nutrition and healthcare. Many pet owners remain sensitive to the ingredients in the pet food they choose, as well as the price-quality ratio. As education and awareness

Sales of other pet food, including bird, fish, mammal, and reptile food, is experiencing modest growth in Greece. The slight increase in volume sales is influenced by the rising trend of creating small, natural ecosystems at home, such as aquariums and terrariums, which gained popularity during and after the COVID-19 pandemic as a way to enhance indoor environments. Pet stores and e-commerce platforms have made it easier to access specialised food for these more unusual pets, contributing to inc

Greek consumers are becoming more educated about pet nutrition and are shifting towards commercial dog food that offers balanced nutrition. Brands have responded by introducing tailored formulas, such as age-specific, breed-specific, and functional foods designed for health issues like joint care or skin sensitivity, driving sales momentum. The growing focus on pet health ties into the overarching theme of pet humanisation, where dogs are increasingly seen as integral family members. Pet owners

Rising cat ownership is expanding the consumer base for cat food in Greece, and this is driving volume sales. Many Greeks, especially those living in urban environments and smaller apartments, find cats to be a practical and low-maintenance pet choice. The rising number of cats owned by young professionals, elderly individuals, and families contributes directly to volume sales growth.

Pet products in Greece faces modest value growth in 2025 driven by the pet humanisation trend and a heightened focus on hygiene and well-being. Greek pet owners are increasingly treating their pets as family members, leading to higher spending on products that contribute to their pets' quality of life. Cat litter, for example, is a staple product for cat owners, with rising demand for higher-quality options such as clumping, odour-controlling, and eco-friendly varieties. These premium products n

In 2024, colour cosmetics in Greece experienced a significant double-digit value increase. While the growth rate was lower than 2023, the category has surpassed its pre-pandemic value levels. This positive trend has been influenced by ongoing inflation and changing consumer preferences.

In 2024, retail value sales of deodorants in Greece recorded a robust double-digit increase. Both of the leading formats, deodorant roll-ons and deodorant sprays, posted positive volume growth. Deodorant sprays remained the largest category, with sales rising steadily. Several factors contributed to this growth, including rising temperatures linked to the ongoing climate crisis, increased time spent outdoors, and growing consumer awareness around personal hygiene. The fast pace of daily life has

In 2024, hair care in Greece recorded retail value growth, although this result was moderate compared to the previous year, due to legislative intervention. In March 2024, the government introduced price control measures to counteract the effects of the ongoing cost-of-living crisis. This legislation forced hair care brands to lower their prices by an amount equivalent to one-third of total commercial allowances, which significantly dampened the inflation-driven value growth trend that had domin

In 2024, oral care in Greece experienced an increase in value sales, although this was less robust than anticipated, particularly within toothpaste. A significant factor contributing to this underperformance was the government legislation enacted in March 2024, which imposed a minimum 30% reduction on supplier discounts to supermarkets. This policy led to a 15% to 17% price decrease across the industry, coupled with sustained promotional activities by both manufacturers and retailers. Consequent

In 2024, beauty and personal care in Greece recorded positive value growth, albeit at a slower pace than in 2023. This moderation was largely due to a decline in inflationary pressure, which was still significant, though lessened, in 2024. In addition, certain categories were impacted by government regulations. In early 2024, authorities introduced a measure requiring suppliers of specific product categories to reduce their commercial offers to retailers by 30%. This led retailers to lower shelf

In 2024, value sales of skin care in Greece saw an increase, although this growth was slower compared to the previous year. Milder inflation contributed to this deceleration, while tight consumer budgets, amid an ongoing cost-of-living crisis, further hindered growth. Despite this, premium anti-ageing products, one of the largest segment within skin care, continued to experience positive growth, particularly within pharmacies, the most popular channel for skin care products. The key trends in 20

In 2024, value sales of fragrances increased in Greece. Within the largest category, premium fragrances, volume sales posted modest growth, while value sales increased faster, reflecting the impact of inflation and the continued interest from more affluent consumers and a strong boost from inbound tourism. Additionally, cost-sensitive consumers increasingly turned to retail e-commerce platforms, where competitive pricing, discounts, and broader assortments made online purchasing of premium fragr

Value sales within bath and shower recorded marginal growth in Greece in 2024. However, overall performance was notably affected by new government legislation introduced in early 2024. Under the new regulations, suppliers of specific product categories were mandated to reduce their trade offers to retailers by 30%, with retailers implementing equivalent reductions in retail prices. This resulted in a marked decline in average unit prices across several key product areas, including body wash/show

In 2024, retail value sales within men’s grooming in Greece recorded an overall increase. Men’s toiletries emerged as the strongest performing area, achieving growth rates comparable to those of the larger, unisex segments of beauty and personal care. However, the momentum that had previously been driven by targeted innovation and marketing of men-specific toiletries appeared to decline during 2024. As such, growth was largely underpinned by broader dynamics within beauty and personal care as a