Published on
November 14, 2025
Greece is experiencing a shift in tourist spending habits, as visitors increasingly embrace a new shopping trend focused on local fast-moving consumer goods (FMCG) and everyday essentials. Rather than just indulging in traditional souvenirs or dining experiences, tourists are now investing in items such as groceries, snacks, beverages, and personal care products, with a marked preference for locally produced goods. This evolving trend highlights a deeper connection between visitors and the Greek lifestyle, with tourists opting to take home authentic Greek products as part of their travel experience. As the retail landscape adapts to these changing preferences, local businesses stand to benefit from this growing demand for everyday items that reflect the culture and quality of Greece.
Greek Products Gain Popularity Among Tourists
The NielsenIQ study uncovered a strong trend: tourists in Greece are gravitating towards locally produced products. A remarkable 94% of tourists reported buying grocery items, with bottled water being the most popular product at 82%, followed by beer at 41%. Other common purchases include snacks and soft drinks, with many tourists opting for items that reflect local culture and cuisine. This trend signifies a shift in how tourists engage with Greece—opting for food and beverages that represent the country’s lifestyle, instead of typical souvenirs.
Greek products are highly sought after for their authenticity, quality, and affordability. The study indicates that tourists are not only interested in traditional souvenirs but are actively purchasing local goods as a way of experiencing Greece more intimately. This growing interest in Greek-made products highlights a deeper connection between visitors and the local culture, reinforcing the importance of local products in the tourism sector.
Shopping Habits and Preferred Locations
When it comes to shopping destinations, the study identifies several key locations where tourists prefer to spend their money. Supermarkets and hypermarkets are the primary destinations for planned purchases, accounting for 40% of total tourist spending. These stores cater to tourists who need to restock on basic essentials such as groceries, drinks, and household items, particularly those staying in Greece for longer periods.
However, for more spontaneous shopping, mini-markets and kiosks are the preferred choice. The convenience of these smaller outlets allows tourists to quickly pick up snacks, beverages, or other items they need while on the go. Pharmacies and beauty stores are also popular, attracting those looking for premium personal care products, while local bakeries and open-air markets draw tourists seeking fresh, authentic Greek items that offer a more traditional experience.
Consumption Patterns: Where and How Tourists Use Their Purchases
Once tourists make their purchases, most of them consume their goods either at their accommodation or while out exploring. Snacks, in particular, are commonly consumed while on the move, with many visitors opting to prepare their own meals or snacks to enjoy during their sightseeing activities. This reflects the tourists’ desire for convenience and ease during their travels, opting for ready-to-eat or easy-to-prepare items.
Despite the rise of online shopping globally, physical stores still play a significant role in tourists’ shopping experiences. Over 90% of those surveyed expressed satisfaction with the variety of products available in Greek stores, highlighting the importance of the in-person shopping experience. Tourists appreciate the ability to explore local goods and immerse themselves in Greece’s retail culture, a key part of their overall travel experience.
Traveler Profiles and How They Influence Spending
The study also reveals how shopping habits differ depending on the type of traveler. Nearly half of the respondents (48%) were first-time visitors, eager to explore Greece’s offerings for the first time. These tourists tend to purchase more unique and authentic items that reflect their fresh experience in the country. In contrast, 18% of respondents were repeat visitors, seeking products that remind them of past trips or help them recreate past experiences.
Shopping preferences also vary by location. Tourists visiting larger cities like Athens or Thessaloniki tend to spend more on premium goods, while those traveling to quieter, rural areas focus more on local, traditional products. This highlights how the Greek tourism experience is not one-size-fits-all—there are diverse shopping behaviors based on where visitors are in the country.
The Economic Impact of Shifting Spending Habits
The growing demand for FMCG presents a significant opportunity for local businesses in Greece. Tourists’ increased spending on everyday items, such as groceries, beverages, and personal care products, has expanded the scope of Greece’s retail economy. This shift provides fresh avenues for local businesses, particularly those in the grocery and food sectors, to capitalize on the spending habits of international visitors.
By focusing on promoting locally produced goods and enhancing the shopping experience, businesses can foster stronger connections with tourists. The popularity of Greek-made products can be leveraged to create a more immersive and engaging retail environment, providing tourists with a deeper connection to the country’s culture and traditions. Additionally, supermarkets, kiosks, and local markets have a unique opportunity to cater to this demand and contribute to the local economy.
Conclusion
NielsenIQ’s 2025 study provides a clear snapshot of how tourist spending in Greece is evolving. Visitors are no longer just splurging on souvenirs or dining; instead, they are increasingly spending on everyday goods, with a marked preference for Greek-made products. This change in behavior presents new opportunities for local retailers and businesses to cater to the needs of tourists and promote Greece’s rich cultural and culinary heritage.
As the trend continues, the Greek tourism sector stands to benefit from a more diversified economic impact, with FMCG purchases becoming a key contributor to the country’s retail landscape. By adapting to these shifting spending habits, Greece can continue to attract a steady flow of international visitors while fostering deeper connections between tourists and local businesses. This evolving shopping behavior is a sign of Greece’s growing reputation not only as a destination for experiences but also as a place to discover and purchase authentic, local products.
