Competitive Landscape
Sklavenitis Extends Its Sales Lead through Private Label and Operational Investments
The competitive landscape within supermarkets in Greece is highly concentrated, with the top three companies—Sklavenitis, Alfa-Beta Vassilopoulos, and Metro—holding a combined share of 68% in 2025. Sklavenitis notably increased its share from 24% in 2020 to 31% in 2025, while Alfa-Beta Vassilopoulos saw its share decrease from 25% to 21% over the same period.
Acquisition Boosts Masoutis’ Market Power
A notable merger and acquisition in 2025 was the completed acquisition of Kritikos by Masoutis, which significantly expanded Masoutis’ retail footprint, with it being expected to enhance its presence, particularly in areas where Kritikos is already established. This integration is anticipated to broaden the retailer's product offerings and improve customer service across the combined network.
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Overview:
Understand the latest market trends and future growth opportunities for the Supermarkets 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 Supermarkets 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 Supermarkets 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 Supermarkets in Greece?
- Which are the leading retailers in Supermarkets 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?
Supermarkets in Greece - Category analysis
Key Data Insights
Supermarkets Summary
Alfa-Beta Vassilopoulos Drives Competitive Pricing through Private Label Expansion
Consolidation and Private Label Expansion at the Heart of Growth
Supermarkets Address Cost Pressures with Private Label Innovation
Sklavenitis Extends Its Sales Lead through Private Label and Operational Investments
Acquisition Boosts Masoutis’ Market Power
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
Supermarkets
Supermarkets are chained or independent retail outlets with a selling space of between 400 and 2,500 square metres and with a primary focus on selling food/beverages/tobacco and other groceries. Supermarkets may also sell a selection of non-groceries, but the product mix is skewed towards grocery items. Example brands include Casino, Kroger, and Tesco. Exception: In some markets, primarily the US, Australia and Hong Kong, there are grocery retailer brands that operate outlets with a selling space of over 2,500 square metres, but offer only a very limited range of non-grocery merchandise or none at all. These brands are included in Supermarkets.
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 Supermarkets research and analysis database.
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