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Report
Retail in Greece
Market Direction I 2023-03-14 I 107 Pages I Euromonitor
After a tumultuous two years of the pandemic, retailing in Greece is finally showing strong signs of recovery. While the energy crisis has resulted in people making fewer non-essential purchases, the increase in prices has kept the turnover high. In 2022, many businesses were able to approach their turnover figures from 2019. Although e-commerce is expected to grow even more in the forecast period, it is unlikely to replace physical stores entirely, as people have returned to shopping in brick-a...
Euromonitor International's Retail in Greece report offers insight into key trends and developments driving the industry. The report examines all retail channels to provide sector insight. Channels include hypermarkets, supermarkets, discounters, convenience stores, mixed retailers, health and beauty retailers, clothing and footwear retailers, furniture and furnishing stores, DIY and hardware stores, durable goods retailers, leisure and personal goods retailers. There are profiles of leading retailers, with analysis of their performance and the challenges they face. There is also analysis of non-store retailing: vending; homeshopping; internet retailing; direct selling, as available.
Product coverage: Retail E-Commerce, Retail Offline.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
* Get a detailed picture of the Retail market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market's major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.
Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.
Retail in Greece
Euromonitor International
March 2023
List Of Contents And Tables
RETAIL IN GREECE
EXECUTIVE SUMMARY
Retail in 2022: The big picture
Greek retailing sees wave of acquisitions as small companies struggle in 2022
Innovative solutions drive growth
What next for retail?
OPERATING ENVIRONMENT
Informal retail
Opening hours for physical retail
Summary 1 Standard Opening Hours by Channel Type 2022
Seasonality
Shopping Season Name Saint Valentine's Day
Shopping Season Name Mother's day
Christmas and New Year's Day
Easter
Back to School
MARKET DATA
Table 1 Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2017-2022
Table 2 Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2017-2022
Table 3 Sales in Retail Offline by Channel: Value 2017-2022
Table 4 Sales in Retail Offline by Channel: % Value Growth 2017-2022
Table 5 Retail Offline Outlets by Channel: Units 2017-2022
Table 6 Retail Offline Outlets by Channel: % Unit Growth 2017-2022
Table 7 Sales in Retail E-Commerce by Product: Value 2017-2022
Table 8 Sales in Retail E-Commerce by Product: % Value Growth 2017-2022
Table 9 Grocery Retailers: Value Sales, Outlets and Selling Space 2017-2022
Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 11 Sales in Grocery Retailers by Channel: Value 2017-2022
Table 12 Sales in Grocery Retailers by Channel: % Value Growth 2017-2022
Table 13 Grocery Retailers Outlets by Channel: Units 2017-2022
Table 14 Grocery Retailers Outlets by Channel: % Unit Growth 2017-2022
Table 15 Non-Grocery Retailers: Value Sales, Outlets and Selling Space 2017-2022
Table 16 Non-Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 17 Sales in Non-Grocery Retailers by Channel: Value 2017-2022
Table 18 Sales in Non-Grocery Retailers by Channel: % Value Growth 2017-2022
Table 19 Non-Grocery Retailers Outlets by Channel: Units 2017-2022
Table 20 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2017-2022
Table 21 Retail GBO Company Shares: % Value 2018-2022
Table 22 Retail GBN Brand Shares: % Value 2019-2022
Table 23 Retail Offline GBO Company Shares: % Value 2018-2022
Table 24 Retail Offline GBN Brand Shares: % Value 2019-2022
Table 25 Retail Offline LBN Brand Shares: Outlets 2019-2022
Table 26 Retail E-Commerce GBO Company Shares: % Value 2018-2022
Table 27 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
Table 28 Grocery Retailers GBO Company Shares: % Value 2018-2022
Table 29 Grocery Retailers GBN Brand Shares: % Value 2019-2022
Table 30 Grocery Retailers LBN Brand Shares: Outlets 2019-2022
Table 31 Non-Grocery Retailers GBO Company Shares: % Value 2018-2022
Table 32 Non-Grocery Retailers GBN Brand Shares: % Value 2019-2022
Table 33 Non-Grocery Retailers LBN Brand Shares: Outlets 2019-2022
Table 34 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2022-2027
Table 35 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2022-2027
Table 36 Forecast Sales in Retail Offline by Channel: Value 2022-2027
Table 37 Forecast Sales in Retail Offline by Channel: % Value Growth 2022-2027
Table 38 Forecast Retail Offline Outlets by Channel: Units 2022-2027
Table 39 Forecast Retail Offline Outlets by Channel: % Unit Growth 2022-2027
Table 40 Forecast Sales in Retail E-Commerce by Product: Value 2022-2027
Table 41 Forecast Sales in Retail E-Commerce by Product: % Value Growth 2022-2027
Table 42 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 43 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 44 Forecast Sales in Grocery Retailers by Channel: Value 2022-2027
Table 45 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2022-2027
Table 46 Forecast Grocery Retailers Outlets by Channel: Units 2022-2027
Table 47 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2022-2027
Table 48 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 49 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 50 Forecast Sales in Non-Grocery Retailers by Channel: Value 2022-2027
Table 51 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2022-2027
Table 52 Forecast Non-Grocery Retailers Outlets by Channel: Units 2022-2027
Table 53 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2022-2027
DISCLAIMER
SOURCES
Summary 2 Research Sources
CONVENIENCE RETAILERS IN GREECE
KEY DATA FINDINGS
2022 DEVELOPMENTS
Carrefour returns to Greece with new convenience store concept
Greek consumers increasingly turn to neighbourhood convenience stores due to high inflation and rising gas costs
Major Greek supermarkets expand convenience store concept via franchise model
PROSPECTS AND OPPORTUNITIES
Convenience stores to remain popular among Greek consumers, while larger retailers expand
Larger supermarket Chains in Greece look to expand convenience stores in residential areas amid growing demand
Franchise model set to drive growth in Greek convenience stores
CHANNEL DATA
Table 54 Convenience Retail: Value Sales, Outlets and Selling Space 2017-2022
Table 55 Convenience Retail: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 56 Sales in Convenience Retailers by Channel: Value 2017-2022
Table 57 Sales in Convenience Retailers by Channel: % Value Growth 2017-2022
Table 58 Convenience Retail GBO Company Shares: % Value 2018-2022
Table 59 Convenience Retail GBN Brand Shares: % Value 2019-2022
Table 60 Convenience Retail LBN Brand Shares: Outlets 2019-2022
Table 61 Convenience Retail Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 62 Convenience Retail Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 63 Forecast Sales in Convenience Retailers by Channel: Value 2022-2027
Table 64 Forecast Sales in Convenience Retailers by Channel: % Value Growth 2022-2027
DISCOUNTERS IN GREECE
KEY DATA FINDINGS
2022 DEVELOPMENTS
Discounters in Greece set to grow with Carrefour's Supeco planning new store openings
Lidl dominates Greek discounters in 2022, but lags behind in e-commerce
Greek consumers continue to flock to discounters for value-for-money shopping experience
PROSPECTS AND OPPORTUNITIES
Growth of discounters in Greece set to slow down as e-commerce gains popularity among consumers
New discounters entering Greece, threatening Lidl's competitive edge in pricing and variety
NielsenIQ partners with Lidl to expand retail measurement services in Greece
CHANNEL DATA
Table 65 Discounters: Value Sales, Outlets and Selling Space 2017-2022
Table 66 Discounters: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 67 Discounters GBO Company Shares: % Value 2018-2022
Table 68 Discounters GBN Brand Shares: % Value 2019-2022
Table 69 Discounters LBN Brand Shares: Outlets 2019-2022
Table 70 Discounters Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 71 Discounters Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
HYPERMARKETS IN GREECE
KEY DATA FINDINGS
2022 DEVELOPMENTS
Trend one
Sklavenitis maintains lead in Greek hypermarkets amid growing competition from larger supermarkets
Hypermarkets remain popular with Greek families as one-stop-shops for leisure and bulk shopping
Energy crisis prompts shift to local stores, but hypermarkets remain attractive to price-conscious consumers
PROSPECTS AND OPPORTUNITIES
Sklavenitis to maintain lead position in Greek grocery retailers as larger supermarkets expand product offerings to compete with hypermarkets
Greek hypermarkets face challenges due to rising prices and e-commerce growth
New player Pepco expected to challenge Sklavenitis in hypermarkets, but leading chain's popularity and investments likely to keep it on top
CHANNEL DATA
Table 72 Hypermarkets: Value Sales, Outlets and Selling Space 2017-2022
Table 73 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 74 Hypermarkets GBO Company Shares: % Value 2018-2022
Table 75 Hypermarkets GBN Brand Shares: % Value 2019-2022
Table 76 Hypermarkets LBN Brand Shares: Outlets 2019-2022
Table 77 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 78 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
SUPERMARKETS IN GREECE
KEY DATA FINDINGS
2022 DEVELOPMENTS
Greek supermarkets face challenges as consumers shift towards mini-markets and discounter outlets, while consumer associations call for government intervention
Supermarket giants in Greece expand networks via mergers and acquisitions
Carrefour and new players heat up supermarket competition in Greece
PROSPECTS AND OPPORTUNITIES
Supermarket consolidation to continue in Greece as competition from discounters and e-commerce grows
Carrefour's return to the Greek grocery market set to shake up supermarkets
Players to adapt to changing consumer trends over forecast period
CHANNEL DATA
Table 79 Supermarkets: Value Sales, Outlets and Selling Space 2017-2022
Table 80 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 81 Supermarkets GBO Company Shares: % Value 2018-2022
Table 82 Supermarkets GBN Brand Shares: % Value 2019-2022
Table 83 Supermarkets LBN Brand Shares: Outlets 2019-2022
Table 84 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 85 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
SMALL LOCAL GROCERS IN GREECE
KEY DATA FINDINGS
2022 DEVELOPMENTS
Small local grocers in Greece benefit from increasing gas prices and surge in popularity of niche products
Small local grocers adapt to e-commerce and home delivery to survive
Return of open markets in post-pandemic Greece threatens growth of small local grocers
PROSPECTS AND OPPORTUNITIES
Small local grocers face challenges due to the energy crisis, but can attract ethically-responsible and eco-focused consumers
Big chains' strategic expansion poses challenge for small grocers, but health and wellness trends offer opportunities
Small players to more fully embrace e-commerce, while coffee specialists set to flourish in the forecast period.
CHANNEL DATA
Table 86 Small Local Grocers: Value Sales, Outlets and Selling Space 2017-2022
Table 87 Small Local Grocers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 88 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 89 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
APPAREL AND FOOTWEAR SPECIALISTS IN GREECE
KEY DATA FINDINGS
2022 DEVELOPMENTS
Apparel and footwear sees growth driven by brand activity and sustainability initiatives
Greek consumers opt for smart and affordable clothing purchases in 2022
Fashion retailers see strong growth as consumers return to physical stores, but e-commerce still a threat
PROSPECTS AND OPPORTUNITIES
Fashion stores in Greece face persistent e-commerce challenge
Economic woes to increase pressure on players as consumers set to cut spending on new clothes
Pepco's expansion into Greece to fuel battle among economy apparel brands
CHANNEL DATA
Table 90 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 91 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 92 Apparel and Footwear Specialists GBO Company Shares: % Value 2018-2022
Table 93 Apparel and Footwear Specialists GBN Brand Shares: % Value 2019-2022
Table 94 Apparel and Footwear Specialists LBN Brand Shares: Outlets 2019-2022
Table 95 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 96 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
APPLIANCES AND ELECTRONICS SPECIALISTS IN GREECE
KEY DATA FINDINGS
2022 DEVELOPMENTS
Demand for electronics and appliances slows down in 2022 as consumers hold off upgrades
Retailers compete for Black Friday sales while expanding their product range
Kotsovolos leads thanks to wide product range and inclusive approach, while Public and Media Markt form partnership to expand offerings
PROSPECTS AND OPPORTUNITIES
Retailers to expand product range, face tougher competition in the future
Shift in demand towards B2B sales anticipated for forecast period
E-commerce to rise while hypermarkets and supermarkets gear up to meet demand for small appliances
CHANNEL DATA
Table 97 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 98 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 99 Appliances and Electronics Specialists GBO Company Shares: % Value 2018-2022
Table 100 Appliances and Electronics Specialists GBN Brand Shares: % Value 2019-2022
Table 101 Appliances and Electronics Specialists LBN Brand Shares: Outlets 2019-2022
Table 102 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 103 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
HEALTH AND BEAUTY SPECIALISTS IN GREECE
KEY DATA FINDINGS
2022 DEVELOPMENTS
Optical goods stores thrive as consumers return to physical stores
E-commerce booms in 2022, despite restrictions on online sale of prescription medicines.
Hondos Center holds strong lead, while Dust & Cream shows upward trend
PROSPECTS AND OPPORTUNITIES
Players to ramp up promotions and focus on wellness products in face of price pressures
Vegan cosmetics and optical products to expand as tourism recovers and screen time increases
Retailers will embrace omnichannel approach with increased focus on e-commerce
CHANNEL DATA
Table 104 Health and Beauty Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 105 Health and Beauty Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 106 Sales in Health and Beauty Specialists by Channel: Value 2017-2022
Table 107 Sales in Health and Beauty Specialists by Channel: % Value Growth 2017-2022
Table 108 Health and Beauty Specialists GBO Company Shares: % Value 2018-2022
Table 109 Health and Beauty Specialists GBN Brand Shares: % Value 2019-2022
Table 110 Health and Beauty Specialists LBN Brand Shares: Outlets 2019-2022
Table 111 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 112 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 113 Forecast Sales in Health and Beauty Specialists by Channel: Value 2022-2027
Table 114 Forecast Sales in Health and Beauty Specialists by Channel: % Value Growth 2022-2027
HOME PRODUCTS SPECIALISTS IN GREECE
KEY DATA FINDINGS
2022 DEVELOPMENTS
Category sees strong current value growth thanks to price hikes and increased demand for isothermal products
DIY culture and Airbnb trend boost sales
Pet City maintains top spot in Greek pet shop market with expansion plans under new ownership
PROSPECTS AND OPPORTUNITIES
Players to expand portfolios with eco-friendly and wellness products, while improving customer experience
Growing tourism in Greece to boost home improvement demand, as Leroy Merlin introduces Naterial brand for unique outdoor living experience
Further growth driven by consumer investment in DIY, gardening, and home decor with help from social media and cooking trends.
CHANNEL DATA
Table 115 Home Products Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 116 Home Products Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 117 Sales in Home Products Specialists by Channel: Value 2017-2022
Table 118 Sales in Home Products Specialists by Channel: % Value Growth 2017-2022
Table 119 Home Products Specialists GBO Company Shares: % Value 2018-2022
Table 120 Home Products Specialists GBN Brand Shares: % Value 2019-2022
Table 121 Home Products Specialists LBN Brand Shares: Outlets 2019-2022
Table 122 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 123 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 124 Forecast Sales in Home Products Specialists by Channel: Value 2022-2027
Table 125 Forecast Sales in Home Products Specialists by Channel: % Value Growth 2022-2027
GENERAL MERCHANDISE STORES IN GREECE
KEY DATA FINDINGS
2022 DEVELOPMENTS
Jumbo leads variety stores in Greece with strong recovery and broad product range, while Attica invests in e-commerce to stay competitive
Greek consumers return to physical stores post-pandemic, drawn by low prices and tactile shopping experience
Notos plans to expand, and Attica adds new floors and partnerships
PROSPECTS AND OPPORTUNITIES
Greek stores face supply-chain woes, shifting sourcing and focusing on differentiation to compete with e-commerce
Attica faces luxury goods price rises, and Follie Follie ends Nike deal
Jumbo to remain on top, department stores go digital, and variety stores face grocery competition
CHANNEL DATA
Table 126 General Merchandise Stores: Value Sales, Outlets and Selling Space 2017-2022
Table 127 General Merchandise Stores: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 128 Sales in General Merchandise Stores by Channel: Value 2017-2022
Table 129 Sales in General Merchandise Stores by Channel: % Value Growth 2017-2022
Table 130 General Merchandise Stores GBO Company Shares: % Value 2018-2022
Table 131 General Merchandise Stores GBN Brand Shares: % Value 2019-2022
Table 132 General Merchandise Stores LBN Brand Shares: Outlets 2019-2022
Table 133 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 134 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 135 Forecast Sales in General Merchandise Stores by Channel: Value 2022-2027
Table 136 Forecast Sales in General Merchandise Stores by Channel: % Value Growth 2022-2027
DIRECT SELLING IN GREECE
KEY DATA FINDINGS
2022 DEVELOPMENTS
Direct selling suffers as e-commerce rises
Avon maintains lead in direct selling in Greece in 2022
Herbalife focuses on innovative marketing strategies
PROSPECTS AND OPPORTUNITIES
Social media may help promotion, and economic impact may attract sales representatives
Omnichannel strategy and unique product offerings are key for retaining customers
Beauty may be boosted as Tupperware is at risk of decline
CHANNEL DATA
Table 137 Direct Selling by Product: Value 2017-2022
Table 138 Direct Selling by Product: % Value Growth 2017-2022
Table 139 Direct Selling GBO Company Shares: % Value 2018-2022
Table 140 Direct Selling GBN Brand Shares: % Value 2019-2022
Table 141 Direct Selling Forecasts by Product: Value 2022-2027
Table 142 Direct Selling Forecasts by Product: % Value Growth 2022-2027
VENDING IN GREECE
KEY DATA FINDINGS
2022 DEVELOPMENTS
Greece gets its first fully robotic micro-retail store for contactless shopping experience
ThesGala-Pies suspends operations due to financial difficulties, revealing challenges faced by vending companies during the pandemic
Vending machines outside pharmacies cause concern for traditional pharmacies
PROSPECTS AND OPPORTUNITIES
"i-mall Micro Market" franchise expansion to boost vending in Greece
Vending to see robust growth as technology advances and new concepts emerge
Innovative vending solutions replacing traditional machines, but fresh produce vending struggles
CHANNEL DATA
Table 143 Vending by Product: Value 2017-2022
Table 144 Vending by Product: % Value Growth 2017-2022
Table 145 Vending GBO Company Shares: % Value 2018-2022
Table 146 Vending GBN Brand Shares: % Value 2019-2022
Table 147 Vending Forecasts by Product: Value 2022-2027
Table 148 Vending Forecasts by Product: % Value Growth 2022-2027
RETAIL E-COMMERCE IN GREECE
KEY DATA FINDINGS
2022 DEVELOPMENTS
Greek e-commerce thrives thanks to pandemic-driven trust
Third-party delivery services rise with efood and Wolt expanding to non-food categories
Skroutz Point pick-up service boosts retail e-commerce
PROSPECTS AND OPPORTUNITIES
Growth to slow but infrastructure to improve with 5G and government support
E-commerce faces challenges though improvements to customer experience expected
E-commerce companies to leverage AI and big data for personalized shopping experience
CHANNEL DATA
Table 149 Retail E-Commerce by Channel: Value 2017-2022
Table 150 Retail E-Commerce by Channel: % Value Growth 2017-2022
Table 151 Retail E-Commerce by Product: Value 2017-2022
Table 152 Retail E-Commerce by Product: % Value Growth 2017-2022
Table 153 Retail E-Commerce GBO Company Shares: % Value 2018-2022
Table 154 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
Table 155 Forecast Retail E-Commerce by Channel: Value 2022-2027
Table 156 Forecast Retail E-Commerce by Channel: % Value Growth 2022-2027
Table 157 Forecast Retail E-Commerce by Product: Value 2022-2027
Table 158 Forecast Retail E-Commerce by Product: % Value Growth 2022-2027
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