How the flow of tourists has changed "shopping picture" in supermarkets

According to experts, tourism and, in particular, the short-term rental market made a significant contribution to the 2.5% increase in sales in 2023.

It should be noted that in 2023, AirDNA recorded more than 12.4 million overnight stays in Greece, an increase of 8.8% compared to 2022. Compared to 2019, the increase jumped to 27.5%. However, given that AirDNA only receives data from Airbnb and Vrbo, it is possible that the figures for the Greek market are even higher, since they do not take into account bookings made through the Booking platform, which has significantly increased its share of influence recently.

At the same time, as businessmen from the catering industry say, last year many foreigners and Greeks reduced their “budget” for taverns, choosing either home cooking or the nearest fast food eatery (souvlatka). The winners were supermarkets, which significantly replenished their ticket office due to the general increase in passenger traffic.

The composition of the basket in 2023, that is, which products won the championship in terms of the number of units sold in tourist areas, was revealed by the study. Greatest growth sales volume fixed to:

• soft drinks (4.9%),
• alcoholic drinks (4.8%),
• snacks (4.7%),
• dairy products (3.4%),
• cosmetic products, creams (2%)
• personal hygiene items (1.92%).

IN in value terms sales of snack foods increased by 13.1%, dairy products increased by 10.4%, soft drinks increased by 11.5%, and sales of alcoholic beverages increased by 8.2%.

The contribution of tourist flows to the total turnover of supermarkets, which last year reached 11.794 billion euros from 10.717 billion euros in 2022 and 9.934 billion euros in 2021, was also reflected in the dynamics of sales in the regions.

According to Circana, the largest increase in sales in 2023 was observed in Crete (16.3%). This is followed by: Northern Greece (11.1%), Peloponnese (11.0%), Central Greece (9.0%), Thessaloniki (8.4%) and Attica (7.7%).

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