Grocery Delivery - Greece | Statista Market Forecast

The projected revenue in the Grocery Delivery market in Greece is expected to reach US$280.60m in 2024.
This market is anticipated to show an annual growth rate (CAGR 2024-2029) of 7.99%, resulting in a projected market volume of US$412.20m by 2029.
In Greece, the Retail Delivery market is projected to have a market volume of US$202.60m in 2024.
When compared globally, China is expected to generate the most revenue in the Grocery Delivery market, with US$266.00bn in 2024.
The average revenue per user (ARPU) in the Grocery Delivery market in Greece is projected to amount to US$139.30 in 2024.
Additionally, the number of users in the Grocery Delivery market is expected to reach 2.7m users by 2029.
The user penetration in the Grocery Delivery market in Greece will be at 19.6% in 2024.
Despite the economic challenges faced by Greece, the demand for grocery delivery services has significantly increased in major cities like Athens and Thessaloniki.

Definition:

The Grocery Delivery market consists of food and non-food products that people regularly buy from a grocery store, including food and beverages, pet food, household cleaning products, personal care products, and other household consumables. Grocery delivery can be purchased through several different sales channels such as Omnichannel, Quick Commerce, or directly from the store.

Structure:

Grocery Delivery contains three markets: Retail Delivery, Quick Commerce, and Meal Kit Delivery. Retail Delivery includes delivery of these products directly by supermarkets, brick-and-mortar shops, or grocery stores. The order is placed through an online shop run by the retailer (e.g. Walmart+, Amazon Fresh). Quick Commerce focuses on online delivery services that provide customers with last-mile delivery (Instacart), or operate ghost stores where product selection is limited but delivery time is faster (e.g. Gorillas, Getir, and Glovo). In this case, the platform (e.g. Gorillas) handles the delivery process. This also includes grocery delivery platforms where delivery is advertised under 3 hours, although, most players aim to deliver in minutes. Finally, Meal Kit Delivery encompasses the delivery of a recipe box where fresh ingredients are delivered to be prepared. This service is usually offered as a subscription plan (e.g. HelloFresh).

Additional Information:

Revenue figures refer to Gross Merchandise Value (GMV). User and revenue figures represent B2C services.

Fresh food & Beverages, personal care, or household items ordered online are directly delivered to the consumer, no matter if ordered via a platform (e.g., Instacart) or a retailer website (e.g., Walmart)
Online Grocery orders and delivery are both carried out by a retailer (e.g., Walmart)
Online orders that are picked up in the supermarket (e.g., Instacart) or operating ghost warehouses and delivery logistics (e.g., Flink)
Online orders of recipe boxes where the ingredients are already preportioned (e.g., HelloFresh)

Phone orders
Deliveries of prepared meals for direct consumption (e.g. Meal Delivery)

Despite the economic challenges that Greece has faced in recent years, the Grocery Delivery market in the country has been steadily developing.

Customer preferences: One of the main reasons for this development is the increasing demand from Greek consumers for more convenient and time-efficient ways of grocery shopping. With busy work schedules and long commutes, many Greeks are finding it difficult to make time for traditional grocery shopping. As a result, more and more consumers are turning to online grocery delivery services to save time and effort.

Trends in the market: Another trend that has been driving the growth of the Grocery Delivery market in Greece is the increasing availability of same-day and next-day delivery options. This has made it easier for consumers to get their groceries delivered quickly and efficiently, without having to wait for several days for their orders to arrive. Additionally, many online grocery retailers in Greece are offering a wider range of products and brands than ever before, giving consumers more choice and flexibility when it comes to their grocery shopping.

Local special circumstances: One of the unique factors that has contributed to the growth of the Grocery Delivery market in Greece is the country's geography. With many Greek islands and remote villages that are difficult to reach by traditional means of transportation, online grocery delivery services have become an essential lifeline for many of these communities. This has created a significant market opportunity for online grocery retailers that are willing to invest in the infrastructure needed to serve these remote areas.

Underlying macroeconomic factors: Overall, the steady growth of the Grocery Delivery market in Greece can be attributed to a combination of changing consumer preferences and the increasing availability of online grocery delivery services. While the economic challenges facing Greece have certainly had an impact on consumer spending habits, the convenience and time-saving benefits of online grocery shopping have proven to be a compelling value proposition for many Greeks. As a result, the Grocery Delivery market in Greece is expected to continue to grow in the coming years, driven by increasing demand from consumers and the ongoing expansion of online grocery retailers across the country.

Data coverage:

The data encompasses B2C enterprises. Figures are based on Gross Merchandise Value (GMV) and represent what consumers pay for these products and services. The user metrics show the number of customers who have made at least one online purchase within the past 12 months.

Modeling approach / Market size:

Market sizes are determined through a bottom-up approach, building on predefined factors for each market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies, third-party studies and reports, as well as survey results from our primary research (e.g., the Statista Global Consumer Survey). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, GDP per capita, and internet connection speed. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function and exponential trend smoothing. The main drivers are internet users, urban population, usage of key players, and attitudes toward online services.

Additional notes:

The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. GCS data is reweighted for representativeness.

This report presents a comprehensive analysis and additional information on the Ecommerce market, in a PDF format.