Supermarket turnover was boosted by 2.6% in 2024. According to data from research company Circana, the market as a whole showed a turnover of 12.1 billion euros compared to 11.8 billion euros in 2023. The same data shows that the market saw sales volumes increase by 2.8% and FMCG turnover growth of 2.6%.

The food category saw a 3.6% increase in sales value, while the other two major categories, household cleaning products and personal care products, recorded a 0.9% decline in sales. However, all categories achieved volume growth (food 2.8%, personal care 3.1%, and household cleaning products 1.5%).

Private label showed higher growth than branded products, recording a sales growth rate of 4.4% compared to 2% for branded products. According to Circana's data, PL's share of food rose to 27.4% last year from 26.7% in 2023 and 26.3% in 2022.

In terms of promotions, their intensity was maintained and strengthened by 0.4 of a point, with the share of promoted codes at 25.7%.

The stores preferred by consumers, based on Circana's data, sales in small outlets with a surface area of up to 400 sqm increased by 5.5%. Sales in hypermarkets were up 3.1%, turnover in stores from 1,000 to 2,500 sqm increased by 2.6%, while sales growth in stores from 400 to 1,000 sqm was 1.5%.

The geographic regions with the highest sales growth were Crete (5.2% increase), Northern Greece (+3.9%), Peloponnese (+3.1%), and Thessaloniki (+2.7%), followed by Central Greece with sales growth of 1.7% and Attica.