FMCG Market Greece with the most relevant importers and distributors

Contents

1. Executive Summary......................................................................................................................................................3

2. What are FMCG?...........................................................................................................................................................3

3. Market Size and Structure..........................................................................................................................................3

3.1 Market volume.......................................................................................................................................................3

3.2 Distribution channels..............................................................................................................................................4

4. Key Players.....................................................................................................................................................................4

4.1 Retail chains............................................................................................................................................................4

4.2 Manufacturers and brand owners..........................................................................................................................4

5. Market Opportunities for Foreign Suppliers...........................................................................................................4

5.1 Products and product groups with good sales prospects......................................................................................4

5.2 Branded products versus private label / no-name.................................................................................................5

5.3 Brand-makers versus distributors of established brands.......................................................................................5

6. Market Access Requirements.....................................................................................................................................5

6.1 Requirements for all suppliers................................................................................................................................5

6.2 Suppliers from the EU.............................................................................................................................................6

6.3 Suppliers from non-EU Europe (UK, Switzerland, Norway, Turkey, Western Balkans, Ukraine)...........................6

6.4 Suppliers from outside Europe...............................................................................................................................6

7. Directory of FMCG Importers and Distributors......................................................................................................6

7.1 Multi-category FMCG importers – food and non-food (retail, traditional trade and HoReCa).............................7

7.2 Food specialists and foodservice importers.........................................................................................................10

7.3 Beverage specialists..............................................................................................................................................14

7.4 Non-food importers: cosmetics, personal care, household and pet care............................................................14

7.5 Cash & carry chains...............................................................................................................................................17

8. Recommendations for Market Entry......................................................................................................................18

9. Sources and Methodology........................................................................................................................................19

9.1 Methodology........................................................................................................................................................19

9.2 Sources..................................................................................................................................................................19

1. Executive Summary

Greece is a compact but dynamic FMCG market: organised food retail reached around €16.2 billion in 2025 (+7.1%), and FMCG products account for roughly three quarters of these sales. Growth continued in 2026 (+6.6% in Q1), driven by real volume demand rather than price inflation. A record tourism season – almost 38 million visitors in 2025 – boosts consumption on Crete and the islands, where sales grow faster than on the mainland. The retail landscape is highly concentrated: the ten largest chains generate about 92% of sector turnover, led by Sklavenitis (≈€6 billion, ≈37% share), Lidl, AB Vassilopoulos, METRO AEBE (My Market and METRO Cash & Carry) and Masoutis. Private label holds 24–27% of value sales and keeps growing slowly – an opportunity for foreign contract manufacturers, while branded newcomers must offer clear differentiation. For most foreign suppliers the best entry route is a Greek importer/distributor that takes over registration, Greek labelling, listing negotiations and nationwide logistics (including the islands). Chapter 7 lists relevant importers by channel and category, with contact data and an indication of whether they act as brand-makers for new brands.

2. What are FMCG?

FMCG (fast-moving consumer goods) are everyday products that are bought frequently, sold in high volumes at relatively low unit prices and consumed quickly. They are typically sold through supermarkets, discounters, cash & carry, kiosks/convenience stores, drugstores, pharmacies (non-prescription range) and online shops, and – for food and beverages – also through the HoReCa channel (hotels, restaurants, catering). The FMCG universe covers two large groups: • Food & beverages: packaged grocery, confectionery and snacks, dairy, frozen and chilled foods, bakery, coffee and tea, soft drinks, water, beer, wine and spirits. • Non-food: personal care and cosmetics, OTC health products (non-prescription, excluding medicines requiring a licence in this study's scope), household care and cleaning products, paper and hygiene products, baby care, pet food and pet care, batteries and small household items. FMCG importers are particularly valuable for foreign manufacturers because they already hold listings with retail chains, cash & carry and HoReCa wholesalers and can introduce new brands and products in large volumes.