Consumers firmly over the past two years declare they prefer low prices than offers
Changes in consumer purchasing behavior in supermarkets record research IELKA (Institute of Consumer Retail Research) with a sample of 1,500 consumers from all over Greece held in February 2025.
In general a stability is recorded in relation to the key factors of purchasing behavior. Specifically, 3.2 visits are recorded on average in supermarket stores, slightly increased compared to the previous year, but generally constant compared to previous measurements. These are 13 visits per month. Similarly, these visits take place at about 2.2 average different supermarket chains, showing the multi -channel trends recorded.
It is noteworthy that in spite of any appreciation, Consumers declared a smaller amount of weekly purchaseswhich may have to do with either smaller “baskets” of shopping, or with the disposal of money in other goods or services. In relation to other points of sale, the bakery bakery records the largest number of annual visits with 10, follows the coffee with 6, the mini market/kiosk with 5.5 and after specialized points of sale with about 4 visits per month.
With regard to factors that affect consumers in recent years in relation to food selection, The cost remains the basic criterion of 47%, but with a significant decrease compared to 2024. At the same time Quality is the main criterion for 30% of consumers, but increases compared to the previous year.
So in the last year there has been a gradual decline in the importance of consumers at the price of products compared to 2024, with the “gap” between the quality of the criteria closing significantly. It should be noted, of course, that the criteria are significantly far from each other than earlier measurements, so they were practically equivalent.
It is also noteworthy that Consumer consumers have been in the last two years that they have preferred low prices rather than bids. While from 2017 to 2022, the majority of consumers said that it prefers offers rather than low prices (there was a significant indifferent rate), from 2023 and then it has changed the majority of consumers in addition to not preferring bids and only 19% responding positively. At the same time, however, the percentage of consumers who declare that it actively hunts offers in the supermarket remains a majority. Specifically, a 58% figure was recorded in the last measurement, relatively unchanged in the last five years.
In practice, that is, consumers make use of promotions in their supermarket markets, but would prefer lower prices instead of these discounts.
