Sales Institute in Greece: Insecurity, uncertainty, moderate to low level of prosperity shrink consumption

Consumption in Greece is under pressure, while international developments leave little room for more optimistic forecasts.

This is highlighted in the findings of a recent study (December 2025) by Circana titled “Consumer Trends in Greece: Financial Pressure and New Habits”, conducted on behalf of the Sales Institute in Greece.

According to the Key Insights of the survey, which summarize its main messages, the increase in prices has brought about radical negative changes in the consumer behavior of the vast majority of Greeks in relation to all categories of consumer products and services and a series of negative emotions related to the concept of consumption.

Also, the generalized sense of economic insecurity is not only due to reduced purchasing power but also to a significant extent to factors related to the quality of governance of the country and the state. Moreover, despite the fact that the above insecurity factors do not have the same importance for society as a whole, the sense of moderate to low levels of well-being is generalized in Greek society.

Everyday life has become a struggle for survival, and the majority greatly limits eating out in restaurants, shopping for clothes and shoes, entertainment, saving on electricity consumption, limiting trips and excursions, taking fewer vacation days, limiting gifts, and cutting down on car trips. As for the supermarket, the basket is filled with offers, necessities, private labels, and small quantities.

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According to Circana, the level of wages in relation to the prices of basic goods and services, the state of the country’s institutions, the state of critical state structures, education, transportation, the level of transparency and corruption, the cost of housing, the quality of the country’s political personnel and their decisions, all constitute an environment that intensifies uncertainty and represents 30% of all consumers in absolute terms. Only 1 in 2 feels secure in their job – uncertainty remains. Only 1 in 5 feels financially secure – the majority declares insecurity. Less than 1 in 6 declares that they are prosperous – the general level of prosperity remains moderate.