The presence of private label products in Greek households is soaring to historic highs, as high prices continues to determine consumer choices in supermarkets. However, despite the shift to more economical options, Greeks are not abandoning their trust in quality domestically produced products, with the consumer movement in favor of “ Made in Greece” maintaining momentum and depth.
As Professor George Baltas explained to the Athens Macedonian News Agency (ANA-MPA), a survey conducted by the Athens University of Economics in January 2026 on a random sample of households shows that for the third year in a row, private label products are recording a new historical record of preferences, as almost 4 out of 10 products purchased are PL codes.
At the same time, according to Baltas, the “ Made in Greece” consumer movement further contributes to strengthening the share of private label, to the extent that most PL codes are produced in Greece by domestic producers and manufacturers on behalf of supermarket chains. The development of private label is also fueled by the significant improvements and expansions of private label codes by supermarket chains.
“ An optimistic element in the research data is the very strong “ Made in Greece” consumer movement that concerns solidarity and self-preservation behaviors. The conscious and stable preference for Greek-produced products can contribute to the development of the economy, the improvement of the trade balance and the reduction of unemployment,” emphasizes Baltas.