The choices of Greek consumers are proving to be contradictory as – while they remain reluctant to spend on food and basic items at the supermarket – they are increasing their purchases of technology products.

Greeks continue to choose based on prices, increasing products private label in their baskets. At the same time, they increase their purchases to cell phones and small devices that facilitate their daily life.

According to NielsenIQ’s global Consumer Outlook survey presented by TA NEA, consumers in Greece seem to have improved psychology and feel that there is greater stability compared to a year ago.

However, they remain reluctant to spend at the supermarket, with rising food prices being the biggest concern, so they try to limit their average spend per visit.

At the same time, in the field of technology and durable goods, the Greek consumer exhibits a different behavior, which is largely influenced by modern lifestyle trends but also the “prestige” that each device confers.

So, while consumers in Greece choose to buy private label products, food and other items that now represent ¼ of the average basket of Greek households (24.7% of all purchases), to limit costs, at the same time increase their technology purchases and durable goods.

According to the survey, during the nine months of 2024 they increased their purchases of mobile phones by 7.5%, computers by 2.2% and small home appliances by 5.1%.

For people in the market, this change in consumer behavior seems to have permanent features. As they point out, the period of strong household inflationary pressures changed preferences and educated consumers to product categories, such as private label, that meet their needs while saving money on other product categories that were previously difficult to obtain.