The market for essential consumer goods is maintaining its upward momentum, with supermarket chains posting higher revenues despite the strong sense of price pressures that continues to weigh on households.According to the latest NielsenIQ data, supermarket chain turnover rose 6.4% to €11.124 billion in the period from January 1 to August 23, compared with €10.453 billion in the corresponding period last year. In absolute terms, the market has added €671 million to its turnover. The increase is not attributable to price rises but primarily to higher sales volumes, which have now become the main driver of growth. In fast-moving consumer goods (FMCGs), sales increased by 5.5%, with volumes up 4.4%, while the impact of prices was estimated at 1% by NIQ.The market’s performance is being supported by increased tourist activity, relatively inelastic household spending on essential goods, as well as a shift in part of consumer spending from traditional retail and food service towards supermarkets.By category, packaged food and beverages account for the largest share of total turnover, at €6.035 billion, up 5.8%. Fresh and bulk products follow with €2.772 billion, marking a 7.9% increase. Sales of household cleaning products reached €902 million, up 4.5%, while health and beauty products generated €710 million, an increase of 4.9%. Bazaar products recorded particularly strong growth, with sales rising 10.7% to €704 million.At the same time, the share of private-label products edged down to 24%, from 24.4% in 2025, although it remains above pre-2022 levels. This has occurred despite a decline in the intensity of promotional activity on branded products. The share of sales made through promotions fell to 39.6%, from 44.4% last year and 66.7% in 2024.Geographically, the islands recorded the strongest sales growth, at 9%, followed by Crete at 7.5%, Thessaloniki at 7.6%, Central Greece at 6.3%, and Attica and the Peloponnese at 6%. Macedonia and Thrace posted the lowest increase, at 4.8%.The online channel operated by the six major retailers is also growing, with sales up 21.3% to €245.4 million, from €202.2 million last year. Despite its strong growth, however, e-commerce accounts for just 3.2% of total turnover.