The year started off on the right foot for organized food retail. From December 29, 2025, to January 25, 2026, according to NielsenIQ data, sales exceeded €1.201 billion, which is 8.6% higher than the same period a year ago (December 30, 2024 to January 26, 2025). In absolute terms, this represents a net increase of €94 million in just four weeks.
The start of 2026 for fast-moving consumer goods (FMCGs) reflects a market that continues to grow in value (+7.1%). Volume is moving positively (+4.4%), while average unit value is also strengthening (+2.7%). Compared to a year ago, when growth was higher (+9.2%) but almost exclusively due to volume growth (+8.9% volume and only +0.4% unit value).
A key factor behind this change is the reduction in offers. Promotional intensity appears to be significantly reduced compared to previous periods due to government measures. This has led to an increase in the average value per unit (fewer "discounts" on the shelf, therefore higher prices) and, on the other hand, has also affected sales volume.
However, despite the significant reduction in offers, volume remains positive, suggesting that demand is sustained not only by aggressive promotional activities. As for private labels (PL), their share remains stable at 24.3%. In fact, this share has remained stable since 2023.
The categories that are gaining ground
In terms of the market mix in the first four weeks of the year, the food & beverage category remains the pillar of the sector, accounting for 54.5% of total turnover, or €654 million. Sales in this key category increased by 8.7%, with food at +8.5% and beverages at +9.3%.
The real surprise, however, comes from fresh and bulk products, which recorded an increase of 11.8% to €303 million, indicating that this category, which includes meat, for example, is also seeing the largest price increases.
Household products also saw double-digit growth (+10.3%) to €77 million, while the health and beauty category showed a more modest increase (+3.1%) and cleaning products saw a marginal increase of 1.3%.
By store type, small and medium-sized supermarkets remain the backbone of the market. Large supermarkets account for 39.2% of turnover and are up 6.3%, while small stores are growing at a rate of 9.9%, reflecting the strength of neighborhood and convenience, and now account for 33.8% of the market.
The performance of hypermarkets is impressive, with an increase of 13.3% and a share of 12.7%. This impressive increase is mainly due to the fact that the period under review includes December 30 and 31, days when consumption is traditionally high and visits to supermarkets are customary for bulk purchases.
Thegeography of growth is also revealing. Attica maintains 44.1% of total sales value and is growing by 9.3%, while Thessaloniki and Macedonia-Thrace are moving positively with growth rates of 10.6% and 7.3% respectively.
In central Greece, sales during the period under review increased by 9.1%, in the Peloponnese by 7.8% and in Crete by 8.4%, reflecting the dynamics with or without tourism.