Consumers face new standards regarding promotions and special offers on essential goods in supermarkets, following the implementation of the new Code of Conduct and strict inspections aiming to permanently eliminate deceptive practices.

Large supermarket chains have already started placing new labels on products in compliance with the Code, clearly showing prices before and after discounts to provide full transparency to consumers.

Speaking to the Athens News Agency (ANA-MPA), Apostolos Petalas, General Director of the Hellenic Supermarket Association, noted that apart from certain previously agreed-upon offers that can remain until supplies are exhausted, the new Code of Conduct is fully in effect. He explained that some promotions on fast-moving products previously agreed and labeled on packages are allowed a grace period until May 31. Thus, the Ministry of Development will inspect shelves and new promotions under the new rules, tolerating older promotions on fast-moving products (except sunscreens and insect repellents, extended until late August) until stock depletion.

According to Mr. Petalas, the Code addresses the communication of prices, not product pricing itself. It has two main principles: First, when a price reduction is communicated, either as a discount or offer, it must reference the lowest price at which the product was sold over the past 30 days at the specific store. Second, volume promotions (such as buy one get one free) cannot run year-round as that would distort the real product price.

“Clearly,” Mr. Petalas explained, “the actual price must differ from the promotional communication, hence the Ministry of Development has stipulated that promotional periods cannot exceed one-third of the total time.” He emphasized that “the Code helps consumers understand exactly what a promotional communication means. Consumers know the price reference used for discounts or offers, making everything clearer.”

Inspections Intensify

Simultaneously, inspection authorities have increased their market presence to enforce compliance with the Code of Conduct regarding promotions and discounts. Minister of Development Takis Theodorikakos emphasized that inspections will not merely issue warnings but will impose strict fines. “We want genuine promotions and discounts, not mockeries,” the Minister stated.

“We have strengthened DIMEA with 30 new staff members, raised the maximum fine thresholds, fined multinational companies, encouraged citizens to utilize the e-katanalotis platform, and bolstered the independent Competition Commission Authority, resulting in near-zero food inflation over the past four months,” he added.

Mr. Petalas noted, speaking to ANA-MPA, that “the penalties are significant. Given the Code has been in effect in other retail sectors for two years, we’ve seen substantial fines imposed.” He added: “Authorities should consider a company’s intent before imposing penalties. If a company genuinely tries to comply and makes an error, a corrective recommendation is preferable. However, deliberate non-compliance warrants punishment. We suggested that intent be evaluated to ensure fairness in inspections.”

Fines range from €5,000 to €1,500,000, and for repeat offenses within five years, up to €3,000,000. Violations carrying fines exceeding €50,000 result in public disclosure of the company’s name and a summary of the offense by the Ministry of Development.

The Code explicitly identifies deceptive commercial practices to avoid, clarifying that in price-reduction announcements (e.g., discounts or promotions), the initial reference price must be the lowest price at which the product was offered over the past 30 days.

Retailers can no longer use outdated, inflated, or suggested retail prices as “original prices.” The “original price” referenced must be recent, typical, and the lowest in the past 30 days.

The Code excludes perishable goods, particularly those with a shelf-life under 30 days; however, violations regarding these products still fall under general laws governing unfair commercial practices.

Sales Growth in January

The Fast-Moving Consumer Goods (FMCG) sector continues its upward trajectory nationwide. Specifically, FMCG recorded 8.7% growth in supermarkets in January 2025, according to research firm Circana. Packaged products grew by 7.6%, and bulk products by 12.3%. Total turnover reached €966 million compared to €889 million in January 2024. Among major product categories, food sales saw the highest growth (10%), while household goods and personal care and hygiene products grew by 2.3% and 1.4%, respectively. The average unit price rose by 2.3%. Per major category, average price increases were 3.5%, with decreases in personal care and hygiene products (-2.9%) and household products (-0.9%).

The highest unit price increases were in alcoholic beverages (10.9%), snacks (6.8%), and non-alcoholic beverages (3.1%). The largest decreases occurred in personal care and beauty products (-3%), hygiene products (-2.9%), and cooking items (-2.4%). Private Label products held a 26.5% market share, growing by 5.3% compared to branded products. Promotion-driven sales accounted for 23.7% of January sales, down 1.5 percentage points. Regionally, the islands recorded the highest sales increase (10.4%), followed by the Peloponnese (10.3%) and Crete (10.2%).

In 2024, the nationwide FMCG retail turnover reached €14.8 billion, a 3.6% growth from 2023, driven solely by sales volume. Domestic online supermarket sales reached €335 million, up 9% from 2023’s €306 million, with the average order value rising 6% to €85, driven primarily by increased units per order.