The Greek market for technology and durable consumer goods (Tech & Durables) was worth 2.1 billion euros during January-September 2026, according to NIQ data.
Compared with the same period in 2025, the market recorded a modest decline of 1.3% in value, while unit sales fell 2.6%.
The picture through September also points to an improvement compared with the first months of the year. In the first five months, for example, the market was down 2.9% in value and 3% in units compared with 2025, while over the nine months the decline in value had narrowed to 1.3%.
Market performance during 2026
The chart shows pronounced monthly swings, but across January-September as a whole the market managed to narrow the gap with 2025 levels.
Positive momentum in Telecommunications, Consumer Electronics and household appliances
Performance varied considerably by category.
Telecommunications, the market’s largest category, accounting for 32.4% of total value, grew by 2.1% in value compared with 2025. Unit sales, however, fell by around 10%, with the gap between value and volume pointing to a shift towards higher-value products.
Consumer Electronics also performed well (+4.7%), continuing the category’s summer trend, partly due to the World Cup, as did photographic products (+12.1%).
Household appliances also remained in positive territory. Major Domestic Appliances recorded a 1.6% increase in value, while unit sales rose by around 3%, continuing the shift towards more affordable appliances.
By comparison, Small Domestic Appliances, including Home Comfort products, grew by 5.7% in value and around 2% in units.
IT & Office and air conditioning continue to weigh on the market
By contrast, IT & Office Equipment fell by 10.3% in value and around 9% in units compared with the same nine-month period in 2025. The trend has been affected by a significant increase in component costs and the growing penetration of artificial intelligence in computers.
The lack of high temperatures during the summer months also contributed to a decline in Air Conditions, which fell by 13.5% in value and around 9% in units. Finally, Sports/Camping Equipment recorded the steepest decline, down 19.9% in value and around 19% in units.
Gradual improvement over the year
Overall, the nine-month figures show that despite the market remaining in negative territory, the shortfall against 2025 has narrowed compared with the first five months of the year.
Performance varies across categories, with Telecommunications, Consumer Electronics and household appliances supporting the market, while IT & Office and air conditioning continue to weigh on overall performance.
The final quarter of the year is now under way and traditionally represents the most critical period for the market.
Seasonal demand linked to Back to School/University, Black Friday and the Christmas holiday period is expected to have a significant impact on market performance and largely determine the full-year outcome.
Over the longer term, and solely as an indication of where the market stands today, sales value remains 38.8% higher than in 2019.