A Transformational Year Ahead
The year 2026 is shaping up to be a milestone for the evolving landscape of organized food retail in Greece. Major supermarket chains are accelerating their strategies as they seek to secure stronger positions ahead of new market balances in an industry that is maturing quickly and growing more demanding.
A Significant Acquisition on the Horizon
At the center of current developments is the signing of a preliminary agreement for the acquisition of 100 percent of ANEDIK Kritikos by the northern Greek chain Diamantis Masoutis. This marks the first supermarket sector acquisition planned for 2026 and will soon be submitted to the Competition Commission, with completion expected within about 3 months. The deal strengthens Masoutis market presence and redraws the competitive map of Greek food retail.
More Consolidation Expected
Industry experts anticipate further mergers and acquisitions within the year involving medium and smaller companies. As Aristotelis Panteliadis, President of the Hellenic Supermarkets Association, previously stated, a sustainable and efficient model for the Greek market consists of 4 to 6 supermarket chains, similar to trends seen across Europe.
Investment Plans Accelerate
Despite rising costs and pressures from inflation, major chains are pushing forward with investment programs worth hundreds of millions of euros. Retailers are shaping a new supermarket model for Greece: more technological, more environmentally friendly, and more tailored to modern consumer needs.
Strong Investment Track Record
According to Apostolos Petalas, General Director of the Hellenic Supermarkets Association, in a climate of rising competition and consumer expectations, supermarkets continue to invest, proving the sector remains one of the most dynamic pillars of the Greek economy. Between 2020 and 2025, investments reached 2.2 billion euros, while over the past decade they have totaled around 3.5 billion euros. For 2026 to 2027, the 5 largest chains are planning nearly 1 billion euros in new investments.
Logistics at the Core of Expansion
Supply chain upgrades have become essential competitive tools. Automated distribution centers, advanced equipment, and modern inventory management systems are being rolled out nationwide. From Attica to Northern Greece, new warehouses are being constructed or expanded, and many chains are investing in refrigerated fleets and smart vehicles equipped with real time monitoring systems.
Growth of E Commerce Operations
Online shopping remains a pivotal factor. Following the pandemic, online supermarket sales stabilized at higher levels, prompting retailers to enhance their digital platforms. Ordering systems are being upgraded, mobile apps enriched with new features, and partnerships with fast delivery services expanded. Dark stores continue to grow, reducing delivery times and improving order accuracy.
Focus on Green Energy
With energy costs remaining a major burden, supermarket chains are prioritizing renewable solutions. Photovoltaic installations, high efficiency cooling systems, and heat recovery technologies are becoming standard investments across the industry.
Investment in Human Capital
As digital transformation reshapes job roles, the need for new skills is increasing. Companies are expanding training and reskilling programs while also strengthening tools that improve working conditions and shift management.
Rising Turnover Driven by Higher Consumption
Supermarket turnover surpassed 16 billion euros last year, confirming that this sector remains the strongest driver of domestic consumption. According to NielsenIQ, organized food retail recorded a 7.1 percent increase in turnover for 2025, with total sales reaching 16.2 billion euros. Fresh and bulk products grew by 10.1 percent, followed by Bazaar categories at 9.6 percent.
Strong Performance of FMCGs
Fast moving consumer goods accounted for 75 percent of total sales and grew by 5.9 percent, supported by a 4.2 percent increase in volume and a 1.7 percent rise in average basket value. Packaged food and drink prices rose by 2.6 percent, while non food items continued to show deflationary trends.
Categories with the Fastest Growth
Snacking saw the highest turnover increase at 10.9 percent, followed by dairy at 9.5 percent. Pet products grew by 8.7 percent, and non alcoholic beverages by 8.0 percent.
Store Format Developments
All store types recorded growth. Hypermarkets increased by 8.8 percent, small supermarkets by 8.9 percent, and superettes by 9.0 percent. This reflects network restructuring and a strong shift toward convenience and neighborhood stores, which has negatively affected traditional retail such as kiosks and mini shops, showing a 2.8 percent decline.
Regional Market Trends
Sales growth was widely distributed across the country. The Ionian and Aegean islands led with a 10.0 percent rise, Crete followed with 9.6 percent, while Attica, accounting for 41 percent of total consumption value, showed a moderate increase of 5.9 percent.
Price Increases in Fresh Meat and Chocolate Products
Households faced significant pressure last year as basic food categories remained expensive. Research from IELKA recorded price drops in pantry items and non food categories in 2025 but increases in fresh meat, chocolate related goods, and breakfast items.
Inflation Trends
Supermarket inflation averaged 1.06 percent between December 2024 and November 2025. Monthly inflation ranged from 0.09 percent to 2.47 percent, showing low fluctuation. Eurostat data confirm that Greece had the ninth lowest food and non alcoholic beverage inflation in the EU in October 2025 at 2.6 percent, below the EU average of 3.0 percent.
Categories with Decreasing Prices
Detergents and cleaning products saw the largest price reductions at 7.11 percent, followed by pet supplies at 4.15 percent, pantry foods at 3.82 percent, personal care items at 2.63 percent, and household disposables at 0.99 percent.
Categories with the Highest Price Increases
The strongest price hikes were recorded in biscuits, chocolates, and sweets at 9.64 percent, fresh meat at 7.64 percent, breakfast items at 5.54 percent, fresh fish at 4.08 percent, and dairy and chilled juices at 2.75 percent.
Cocoa and Coffee Price Dynamics
IELKA highlighted that global cocoa prices surged dramatically in recent years due to climate related factors. From an average of 3,000 dollars per ton between 2015 and 2024, cocoa prices skyrocketed to 12,000 dollars per ton in 2024. Although prices have since dropped to about half, they remain more than double the previous decade average, making significant retail price reductions unlikely.
Meat Price Drivers
Fresh meat price increases are primarily due to rising global prices of imported beef and pork and domestic livestock diseases. In the EU, beef producer prices for young male cattle rose by 27.82 percent compared to the same week in 2024 and by 43.3 percent since early 2024, with the upward trend continuing.
