Price increases have remained the primary driver shaping organized retail over the past 20 years, with the average price of essential consumer goods having increased by 30% from 2006 to 2025, while sales volumes have remained essentially unchanged.
These figures were presented by Kostas Papadakis, Sales and Engagement Manager at NielsenIQ, during the NIQ Shopper Trends conference. He noted that “specific milestones have been decisive in shaping the market’s 20-year trajectory, including the pandemic period and lockdowns in the foodservice sector (2020–2021), as well as the highly inflationary period of 2022–2023. Examining the evolution of volume, value, and price indices shows that supermarkets are selling roughly the same quantities as they did 20 years ago, but at an average price approximately 30% higher.”
With inflation continuing to act as the key “regulator” of consumption, findings from the latest Retail Pulse survey, presented by Sofia Kyriakoulea, Retail Vertical Sales Executive at NielsenIQ, confirm the high price sensitivity of domestic consumers. A total of 68% of consumers said that they are very well aware of prices, while 95% believe that prices have increased.
At the same time, 64% are turning to more affordable options and 77% actively seek lower-priced products. Meanwhile, 23% say they would switch brands to find a better deal, and 28% would even change stores. One in two consumers buys products at the supermarket with a strictly predefined budget, while 84% go in with a shopping list—of whom 74% say they stick to it.
Consumers place the average monthly spending in the basket at 345 euros, up 2% compared to last year.
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