Competitive Landscape
Lidl Hellas Maintains Dominance
The competitive landscape within discounters in Greece is highly concentrated, with Lidl Hellas & Co EE holding an overwhelming 84% share of sales in 2025. This level of concentration has remained largely stable over the last five years, with Lidl Hellas consistently holding a value share above 83% from 2020 to 2025.
Discount Markt’S Bold Expansion into Athens
Discount Markt saw strong growth in 2025, driven by its expansion into Athens from its original base in northern Greece. The company’s growth strategy centres on securing high-traffic urban or well-located peripheral sites, combined with a dual focus on offering branded and private label products at very competitive prices.
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Overview:
Understand the latest market trends and future growth opportunities for the Discounters industry in Greece with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Discounters industry in Greece, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Discounters in Greece report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Discounters in Greece?
- Which are the leading retailers in Discounters in Greece?
- How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
- How has the impact of COVID-19 and national lockdown impacted consumer demand?
- Which formats have benefited the most from stockpiling and enforced home seclusion?
- How will the wider economic impact of COVID-19 shape the retail landscape in the future?
- Where is future growth expected to be most dynamic?
Discounters in Greece - Category analysis
Key Data Insights
Discounters Summary
Lidl Hellas Boosts Private Label Dairy and Shifts Consumer Perceptions
Private Label Investment to Drive Growth and Boost Consumer Loyalty
Lidl Hellas Maintains Dominance
Discount Markt’S Bold Expansion into Athens
Retail in Greece - Industry Overview
2025 Developments
Key Data Insights
Retailers Drive Growth through Private Label Investment
Ab Vassilopoulos Leverages Constant Promotions to Capture Value-Driven Shoppers
Discounters Attract Price-Driven Shoppers with Frequent Promotions
Retail E-Commerce Accelerates as Omnichannel Expectations Rise
Hypermarkets and Variety Stores Expand by Meeting Demand for Convenience
Sklavenitis Strengthens Lead as Mergers Reshape Competition
Vending and Urban Formats Drive Innovation
Informal Retail
Opening Hours for Physical Retail
Seasonality
Country Reports Disclaimer
Discounters
Discounters are chained retail outlets typically with a selling space of between 400 and 2,500 square metres. Stores have a primary focus on selling a limited range of foods, beverages, tobacco and non-groceries at budget prices, regularly via private label. Discounters can be classified as hard discounters and soft discounters. Hard discounters, first introduced by Aldi in Germany, are also known as limited-line discounters. Stores are typically 400-900 square metres and stock fewer than 1,000 product lines, largely in packaged groceries. Product range available is predominantly made up of private-label brands. Soft discounters are usually slightly larger than hard discounters, and are also known as extended-range discounters. Stores typically stock 1,000-4,000 product lines. As well as private-label and budget brands, stores commonly carry leading brands at discounted prices. Example brands include Aldi, Lidl, and Dia.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Discounters research and analysis database.
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