With growth rates reminiscent of the pandemic period, when the supermarket shopping cart took center stage, the organized food retail sector continues to grow in the first four months of the year. Sales through April 26 exceeded €5.346 billion, up 7.2% compared to the same period in 2025, confirming that the sector remains one of the most resilient in the economy, even in an environment where disposable income is squeezed by inflation and the rising cost of living.
Based on the performance of the first four months, the market’s baseline scenario for the full year projects total supermarket revenue in the range of €17 to €17.4 billion, up from €16.2 billion last year, according to industry estimates. This estimate is considered the most realistic, as it takes into account both current consumption trends and the traditional boost to the market during the summer months due to tourism.
In the most optimistic scenario, the market could even reach €18 billion, provided there is a combination of strong tourist traffic, resilient consumption in the second half of the year, growth across all channels, and an inflationary boost to turnover. Conversely, in a more conservative scenario, if consumer spending slows due to pressures on disposable income or lower tourist traffic, total turnover could range between €16.5 billion and €17 billion.
First Four Months
Beyond where the numbers will stand in December, it is equally interesting to see how the market performed in the first four months of the year and what this reveals about consumer behavior. Food and beverages continue to be the undisputed core of organized retail, accounting for over half of total consumer spending. Sales in this category reached €2.9 billion, marking a 6.6% increase.
In fresh and bulk products, sales rose 9.8%, reaching €1.378 billion. At the same time, private-label products maintain a strong position, with a 24.4% share, confirming that price remains a key selection criterion. Promotions remain a critical tool, even though the intensity of promotional activities has declined to 34.6% overall and 40.3% for branded products, compared to previous years when it reached 68%.
Stores
The most impressive performance by store type is seen in hypermarkets, which posted a 10.7% increase, the highest among all types. At the same time, very small (+8.2%) and small (+7.6%) stores also maintain strong growth rates, as proximity continues to be a decisive factor in daily consumer behavior. In other words, the market operates on the principle: large purchases for economies of scale, small and frequent visits for convenience.
Geographically, growth is widespread. Crete stands out with a 9.1% increase, Thessaloniki follows with 8.1%, while the islands are up 8%. Attica is recording 7% growth, while other regions, such as the Peloponnese, are also on the rise.
Online channel
At the same time, the online channel remains the fastest-growing sector of the market. Online sales increased by 21.6%, reaching €123.4 million. Although their share remains limited, at 3.3%, the momentum indicates that online shopping is gradually becoming a consumer habit for a growing number of households.
Regarding prices in the first four months, the nominal increase in FMCGs (fast-moving consumer goods, such as food, beverages, etc.) stands at 5.9%. Of this, 4.4 percentage points stem from the increase in sales volume and just 1.5 percentage points from the increase in average unit price—that is, from the inflationary effect—according to NielsenIQ data.