Rising living costs continue to influence how Greek consumers spend their money, with households increasingly comparing prices, seeking discounts and turning to lower-cost products as financial pressures weigh on everyday purchasing decisions.
Despite signs of changing shopping habits and growing use of digital technology, affordability remains the dominant concern for consumers across Greece, affecting everything from supermarket purchases to clothing, entertainment and other household expenses.
Data presented at the ECR Gathering 2026 in Athens on October 20 showed that 74% of Greek consumers manage their finances with difficulty or considerable caution, while the average financial security score stands at just 3.89 out of 10. Meanwhile, 57% expressed concern about the gap between wages and the cost of living.
The findings, based on research conducted by Circana and Brands Mirror, indicate that Greek households are becoming increasingly selective about their purchases, prioritizing essential goods and looking for ways to stretch their disposable income.
Supermarket Spending Under Pressure
Food shopping remains one of the most significant expenses for Greek households, with average monthly supermarket spending reaching 347 euros.
Price has become the leading factor influencing purchasing decisions, cited by 92% of consumers, followed by promotional offers at 79.1%. Product reviews rank third at 42.3%, reflecting the growing importance of comparing alternatives before making a purchase.
Consumers are increasingly examining prices per kilogram, liter or individual item rather than relying solely on promotional labels. Many are also planning their supermarket visits more carefully and reducing spending on nonessential products.
Private-label goods have emerged as a popular cost-saving alternative, with 63% of consumers reporting that they frequently purchase store-brand products. However, the shift does not necessarily mean abandoning established brands, as buying decisions continue to vary depending on product categories, quality and price differences.
Supermarket chains remain the most trusted retail sector examined, receiving an average consumer confidence score of 4.48 out of 7.
Financial pressures are also affecting discretionary spending, particularly clothing and entertainment, while housing costs continue to place a substantial burden on household budgets.
Nevertheless, some consumers are attempting to maintain their social activities and travel plans. Approximately 60% reported plans to take a vacation in 2026, despite the continuing pressure on disposable income.
Digital Coupons and Price Comparisons Change Shopping Habits
As Greek consumers search for better deals, digital platforms and retail applications are playing a greater role in purchasing decisions.
About 65.6% of consumers use retail applications at least occasionally, while 23.6% use them frequently. The most common reason is to activate promotional offers and digital coupons, cited by 58% of users.
Another 33.1% use retail applications to prepare for shopping trips, while 28.3% use them for checkout procedures or loyalty cards.
Financial incentives also determine whether consumers pay attention to personalized product recommendations. Nearly two-thirds, or 65.6%, find such recommendations useful when they include a better price or a coupon.
Shopping habits increasingly combine physical stores and online platforms. Approximately 40.3% of consumers divide their purchases between the two channels, compared with 36.3% who primarily shop in physical stores and 23.3% who mainly purchase products online.
Furthermore, 86.2% have switched between online and physical channels during the same purchasing process, often researching products digitally before completing a purchase in a store.
Traditional supermarkets nevertheless retain a strong position in food shopping. About 45% of consumers prefer researching food products in physical stores, while 31% combine online and offline research and 24% rely exclusively on digital information.
Artificial intelligence is also beginning to influence purchasing behavior, although acceptance remains limited. Only 14% of consumers say they benefit more from using AI as a shopping assistant, while 53.3% want to understand why a particular product is being recommended to them.
Price sensitivity extends beyond initial purchases. When deciding whether to buy a product again, 78% of consumers identify prices and promotions as important considerations, ahead of customer service at 42.3% and convenience at 31.7%.
Product availability is another significant factor. When an item is unavailable, 28.5% of consumers switch to a competing product, while 16.1% abandon the purchase altogether. Another 41% prefer to wait until the original product becomes available again.
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