Changes in consumers’ purchasing behavior in supermarkets are recorded by IELKA (Consumer Retail Research Institute). The survey was carried out in February 2025, a sample of 1,500 consumers from all over Greece.

Every time we go to supermarket – “first” the oven

In general, a stability is recorded in relation to the key factors of purchasing behavior. Specifically recorded 3.2 Visits On average in supermarket stores, slightly increased compared to the previous year, but generally constant compared to previous measurements. It is about 13 visits per month.

Similarly, these visits are made at about 2.2 on average different supermarket chains.

In relation to other points of sale, The Fournos Bakery records the largest number of annual visits With 10, it follows the coffee with 6, the mini market/kiosk with 5.5 and then the specialized points of sale with about 4 visits per month.

We spend less, preferably at low prices rather than offers

It is noteworthy that in spite of any re -evaluations, consumers have declared smaller amount of weekly purchaseswhich may have to do with either smaller “baskets” of shopping, or with the disposal of money in other goods or services.

Regarding the factors that have influenced consumers in recent years in relation to food selection, the cash expense remains the basic criterion of 47%, but with a significant decrease compared to 2024.

It is also noteworthy that consumers are constant in the last two years state that They prefer low prices than offers. While from 2017 to 2022, the majority of consumers said that it prefers offers rather than low prices (there was a significant indifferent rate), from 2023 and then it has changed the majority of consumers in addition to not preferring bids and only 19% responding positively.

At the same time, however, the percentage of consumers who declare that it actively hunts offers in the supermarket remains a majority. Specifically, a 58% figure was recorded in the last measurement, relatively unchanged in the last five years. That is to say Consumers make use of promotions in their supermarket markets, but would prefer – instead of these discounts – lower prices.

Also, quality is the main criterion for 30% of consumers, but increases compared to the previous year. So in the last year there has been a gradual decline in the importance of consumers at the price of products compared to 2024, with the “scissors” between the quality of criteria closing significantly.