FMCG Sales in Summer: Retailers’ Priorities
Friday, June 13, 2025
According to Circana data for the summer months, it appears that the Greek islands and Crete lead in sales growth.
In summer 2024, the total value of FMCG sales was significantly strengthened.
The islands captured an 8% market share and separately, Crete 5.7%. Mainland Greece showed lower growth: 3.9%.
Noteworthy is the continuous rise in summer categories such as alcoholic beverages, snacks, and frozen foods, which benefit from increased demand in tourist destinations.
The trend had emerged since February, when Circana first included this specific measurement in its Market View. Alcoholic beverages recorded an annual value increase of 18.1% for 2024, while snacks showed an 11% increase.
Prices per unit showed an increase in summer, primarily influenced by food products. The data shows that summer constitutes a period of enhanced consumption, but also significant inflationary pressures, due to increased demand in areas with limited supply.
The business strategy of retailers appears to focus more on geographical areas with high tourist interest, with greater investment in inventory, promotions, and product presence.
Although a general decrease in promotional intensity is observed, summer remains a period of intense commercial activity, especially in popular areas.
Elisavet Papouliou
Source: FoodReporter June 13th 2025 #1427, page 13.