Greek consumers are increasingly turning to private-label and domestically produced goods in their supermarket shopping, according to a recent survey conducted by the Marketing Laboratory of the Athens University of Economics and Business (AUEB). The findings, which emerged from a telephone poll of 1,880 households in January 2024, highlight how inflationary pressures and rising prices have altered buying habits nationwide.

The survey indicates that private-label products, also known as supermarket brand products, now account for 36% of the shopping basket, up from 33% the previous year. AUEB Professor Georgios Baltas, who oversaw the study, notes that this represents the highest level recorded in the survey’s 19 years.

Greek-produced items also maintain a strong foothold. According to the data, 81% of respondents prefer domestic goods whenever they find them on supermarket shelves. Moreover, 66% believe consumers are trending toward buying more Greek products, and an overwhelming majority (89%) support clear labeling of local origin on packaging. 65% of respondents also perceive Greek items as safer and of higher quality, while 93% believe that purchasing these products supports the country’s production base, and 83% feel it helps reduce unemployment.

Yet, growing price pressures remain a central concern for Greek consumers. According to Baltas, “pressure on family budgets has been steadily increasing since the middle of 2021 and consumers are changing their buying habits to deal with high prices.”

Another notable finding of the poll is that 89.4% of respondents pre-plan the types of items they intend to buy, indicating a conscious effort to minimize impulse purchasing and manage household budgets. Approximately half (50.5%) have already decided on a specific brand in advance. Quality, price, promotions and accessibility are top criteria when it comes time for consumers to select a supermarket.

The vast majority (90.3%) of poll participants say they struggle financially due to increasing supermarket costs, with about half limiting their purchases to essentials and nearly one in ten unable to afford even the most basic items.

With respect to who bears the greatest responsibility for excessive price hikes in consumer goods, most respondents (68%) pointed to multinational corporations, followed by large retail chains (24.2%). Only 6.9% blamed domestic manufacturers, while a mere 0.9% held small local shops accountable.