Consumer purchasing behavior have a major impact on day -to -day products, according to the results of annual research at the Athens University of Economics and Scientific Responsibility of the Director of the Research Laboratory, Professor Georgiou Balta.

As he explains, speaking to the Athens Macedonian News Agency, Mr. Baltas, more than half of the consumers of the sample They reduce their purchases and turn to cheaper products. At the same time, One in three consumers restricts home heating and the use of electricity, reflecting the social impacts of very accurate energy.

At the same time consumers continue to choose private label products for their purchases (Private Label) which record a history of sales and preferences as more than 3 out of 10 products purchased are private label codes, while very high are additional indicators of consumers. Research data confirm, according to Mr Balta, that the Greek market is steadily following the international long -term tendency to develop such consumer products.

As he says, the consumer movement “Made in Greece” further contributes to the success of the private label, to the extent that most private label codes are produced in Greece by domestic producers and manufacturers on behalf of supermarket chains. The development of the private label is also fueled by the significant improvements and extensions of these products from supermarket chains. Private label products also give special content and dimensions of exclusivity to the chain code, in the sense that while suppliers’ brands are also available from the competition, the private label concerns exclusive disposal products.

According to Mr Balta, an optimistic element in research data is the very powerful consumer movement “Made in Greece” that involves solidarity and self -preservation behaviors. Conscious and stable preference for Greek production products can contribute to the development of the economy, improving trade balance and reducing unemployment.

Nearly 7 out of 10 consumers responding to the survey attributes the greatest share of responsibility for excessive pricing on multinational companies. “Part of the responsibility for improving the consumer environment belongs to businesses and especially to the largest companies that have sizes to influence the market. After all, corporate social responsibility is evaluated by consumers mainly in relation to attitude and action towards real, everyday and major social problems, such as accuracy, ”says Baltas.

Economically, valuations of 2024 and consumer expectations for the year 2025 are primarily negative. Specifically for 2024, 48% reported that their financial situation became worse, 39% remained the same and 13% said it became better. For 2025 34% reported that it would be worse, 20% better and 46% will remain the same.

“These findings are reasonable as accuracy greatly affects the evaluation of the year 2024 and forecasts of the year 2025. Accuracy is a complex problem that has no easy solutions,” Mr Baltas stresses and continues: “If we want to improve the position of the consumer, a combination of measures is required. Such measures include the strengthening of domestic agricultural and industrial production, control of energy costs that would lead to a decisive reduction in the cost of production of businesses and consumer life costs, the limitation of conventional and digital bureaucracy that now excessively exaggerated its economy, protecting its operation, A non -existent institutional framework, but also individual measures such as the household basket that play a small but positive role. “

What did OPA research shown

The annual consumer behavior research in supermarkets was conducted at the Marketing Research Laboratory of the Athens University of Economics and Business. It was by telephone in January 2025 in a sample of 1,355 consumers with random sampling and using a structured electronic questionnaire and special software.

Regarding the number of supermarkets used by consumers, only 30% of respondents said they are constantly shopping for a supermarket and 70% distribute markets to more. 90.6% of respondents use up to 3 different stores for their purchases. The frequency of purchases in supermarket chains has an average price of 6.3 times a month. Most consumers say they shop 4 times a month. 75% of respondents shop up to 8 times a month. The amount of expenditure was also measured every time they shop. The average expenditure in the supermarket is estimated at 64 euros. Specifically, the average monthly expense is estimated at 334 euros. 75% of consumers spent up to 400 euros per month.

92.4% of respondents say they have preceded what species to buy before going to the natural or electronic supermarket. On the subject of the brand of each product, only 43.5% of respondents appear, ie 56.5% of consumers choose a brand in the store while shopping.

Regarding the way they choose products in the supermarket, respondents stated the importance they attach when shopping to basic product selection criteria. Looking at the importance of product selection criteria, it appears that most important criteria for selection of products are considered Price, quality, offers and Greek origin. It is noted that these criteria remain in the first 4 positions in the annual research of the Marketing Laboratory of the Athens University of Economics and Business.

Concerning the importance of consumers to specific supermarket selecting criteria, research has shown that prices, offers, quality and variety of goods are of the greatest importance in selecting a store by the consumer.

81.5% of respondents responded that when they find Greek products in the supermarket. It is clarified that this question concerns the intention of the consumer and is not identified with its final choice affected by multiple factors (availability, offers, etc.). 63% of respondents believe that there is consumers’ turn to Greek production products. 91.7% say they want to be stated on the packaging that a product is of Greek production. 63% believe that Greek products have better security and quality.

92.2% believe that by preferring Greek products they support the production of the country. 80% believe that by preferring Greek products helps reduce unemployment. Economically, valuations of 2024 and consumer expectations for the year 2025 are primarily negative. Specifically for 2024, 48% reported that their financial situation became worse, 39% said it remained the same and 13% said it was better. For 2025 34% reported that it would be worse, 20% better and 46% will remain the same. 24% predict that they will make fewer purchases in 2025, 11% more and 65% the same.

Consumers also said who they think is more responsible for excessive consumer products between multinational industries, Greek industries, large commercial chains and small local stores. Most consumers chose multinational companies (68%) while large chains were in second place (25%). Very small percentage (6%) chose domestic manufacturers and few (1%) small stores.

But how do consumers deal with inflation and household basket? According to the results of the survey, 93% declare that it is financially difficult due to increased prices in the supermarket. Also consumers mainly They turn to cheaper and fewer markets.

4 out of 10 declare that are limited to absolutely essential products. Almost 1 in 10 consumers declares that he cannot even buy the elementary. For the household basket, 35% believe it is a useful measure, 43% shopping for products in the household basket.

Respondents, in the context of the survey, said what percentage of the products they buy represent private label products. The average price was estimated at 35.5% and is practically the same percentage as last year, remaining for a second year at the top of the private label rates in the 20 years of investigation. Also, the share of the private label in the shopping cart is well over 30% of the codes entering the consumer basket, that is, over 3 out of 10 products purchased are private label codes.

Private label products are also high. The majority of consumer (68%) are very satisfied or satisfied with private label products and only 12% express dissatisfaction. Neutral holds 28% of respondents. Comparison of private label products with suppliers’ products gives interesting findings. The respondents compared the private label with the brands of manufacturers in key features. On the issue of price, the overwhelming majority of the sample 78% believe that private label products have a better price. In the question of quality, 24% of respondents believe that they are worse quality products, 62.4% of the same quality, while 13.6% consider them higher quality than manufacturers’ brands. 28.1% of the sample find the packaging of private label products worse, 8.5% better and 63.4% comparable to those of other brands.

In a comparison question, 15% of respondents evaluate private label products as better or much better, 21 as worse or much worse than suppliers’ brands. But the vast majority of consumers at 64% consider them the same. The more general conclusion is that private label products have matured on the market and are considered equivalent or better choices by almost 80% of consumers. In the context of the survey, the intention of buying private label products in 12 product categories was also measured. For example, 80.3% of consumers are willing to buy private label stationery, while the corresponding rate for wines, beers and alcohol is 13.5%.