Greek shoppers are increasingly choosing private label products for value while maintaining trust in “Made in Greece” items for quality, according to Professor Georgios Baltas of the Athens University of Economics and Business.
The January 2026 survey reports private label now accounts for nearly 40% of household purchases, with high satisfaction and perceived quality. Most items are produced locally, reinforcing supermarket ranges and supporting domestic manufacturers. Professor Baltas highlights that this trend contributes to economic growth and employment.
Rising prices are shaping buying behaviour: over half of consumers report cutting shopping budgets. Shoppers largely blame multinational corporations for price rises, reflecting awareness of oligopolistic market pressures.
Supermarket loyalty is split, with price, quality, promotions, and Greek origin as key drivers. Private label products are now recognised as dependable, cost-effective alternatives without compromising quality.