After a period of economic turmoil, Greece is now living a small business renaissance, where the food and drinks industries play a vital role in the country`s financial recovery. As an economy based on the service and the industrial sectors, as well as a tourist hotspot and gateway to more than 100 million consumers in Southeastern Europe, Greece continues to offer promising opportunities for international companies. Greece’s food importers have evolved significantly, influenced by economic recovery, shifting consumer preferences, and global trade dynamics.

Market Overview

In 2024, Greece’s total imports reached €84.5 billion, marking a 1.7% increase from the previous year. Food imports constituted approximately 13.06% of total merchandise imports, underscoring the sector’s importance . The country’s reliance on food imports is driven by factors such as limited arable land, urbanization, and a strong tourism industry.

Despite a vast range of consumables produced domestically, including fruit, sugar beets, olives, and cereal grains, which are in turn exported to EU countries, Greece`s agriculture remains hindered by reduced farmland and low levels of rainfall.

Additionally, the population`s migration from the rural to the urban landscape, where over half of the citizens reside in Athens and Thessaloniki, has lead the food and beverages retail sector already reliant on imports, to further develop and significantly increase food imports to meet the consumers demand, be it exotic fruits, offseason fruits, dairy products, cheese or meats, especially beef.

As a net agricultural importer, with a high demand for a variety of raw materials, foods, and beverages, Greece is importing more than it exports, to keep the market fully supplied all year round, to sustain the consumers demand.

Key Import Categories

The demand for diverse food products remains robust:

• Fruits, Vegetables & Nuts: Greek fruit imports surged from $460.3 to $525.4 million USD, reflecting increased consumption, especially of exotic fruits, and off-season demand. Greece imported fruit in 2024 (top 5) from Ecuador, Netherlands, Italy, Spain and the United States.
• Meat Products: Urbanization and changing dietary habits have led to higher imports of meats, particularly beef. Meat imports continue to increase at a steady rate since 2020, reaching $1.858 billion USD in 2024. The main import locations are EU countrie, the Netherlands, France, Spain, Germany and Italy.
• Processed Foods and Ready-to-Eat Meals: The convenience food sector is expanding, catering to busy lifestyles and a growing preference for quick meal solutions.

Consumer Trends

Greek consumers are increasingly health-conscious and value-oriented:

• Health and Wellness: There’s a growing demand for organic, plant-based, and functional foods that align with the Mediterranean diet.
• Affordability: Economic considerations continue to influence purchasing decisions, with consumers seeking value without compromising quality.
• Culinary Exploration: Interest in international cuisines has led to a rise in imports of ethnic and gourmet food products.

Impact of Tourism

Tourism remains a significant driver of food imports:

• HORECA Sector: The hospitality industry demands a wide range of food products to cater to diverse tourist preferences, boosting imports of seafood, specialty meats, and exotic ingredients.
• Seasonal Demand: Peak tourist seasons lead to increased consumption, necessitating higher import volumes to meet the surge.

Retail & trade climate 

With over 15,000 food businesses, Greece is a well-rounded sales and distribution channel for its food and beverages market which is continuously growing due to consumer confidence and demand for innovation, as well as the competition between market players and the online environment.

Modern grocery retailers dominate due to a wider range of products available, loyalty incentives, and promotional offers, while smaller, traditional grocery stores remain important for offering the convenience of proximity, especially since there`s a trend switch from cart to basket.

A good option for pursuing business in Greece is to connect to local business players that can provide further insight and guidance. Food imported to Greece is handled usually by Greek importers, distributors, and agents who supply the market, usually with exclusive sales rights. In general, Greek food importers like to attend international trade shows to network and meet new suppliers. With increased consumers` awareness of food safety, they are very attentive to the product`s traceability and quality.

It is important to note that as a member of the World Trade Organization (WTO) and the European Union (EU), Greece follows EU trade and sale regulations, and further special requirements for imports from third countries. The country`s main food and beverage suppliers are the Netherlands, Germany, Italy, France, Spain, Bulgaria as well as non-EU suppliers like Russia, Turkey or Brazil. At the same time, situated at the crossroads of Europe, Asia, and Africa, Greece serves as a bridge for entering the markets of Southeast Europe and the Eastern Mediterranean.

Opportunities for Exporters

Exporters aiming to enter the Greek market should consider the following:

• Product Differentiation: Offering unique, high-quality products that cater to health trends can provide a competitive edge.
• Strategic Partnerships: Collaborating with local distributors and retailers can facilitate market entry and expansion.
• Regulatory Compliance: Ensuring adherence to EU food safety and labeling standards is crucial for successful market penetration.

Conclusion

Greece’s food import sector in 2025 presents a dynamic landscape shaped by evolving consumer preferences, economic factors, and the influence of tourism. For international food exporters and importers, understanding these trends and adapting strategies accordingly can unlock substantial opportunities in the Greek market.

3 Food Importers from Greece:

Pili Ethnic Food Market
Address: 62 Martyron Av, Heraklion, Heraklion, Greece
Phone: +30 281 037 0577
Website: piliethnicfoods.gr

La Tienda Greece
Address: Alonissou & Samis 15, Gerakas, Attica, Greece
Phone: +30 21 0751 5740
Website: latiendagreece.com

Touron S.A.
Address: 2 Trypia & Irinis Av. Pefki, Attica, Greece
Phone: +30 21 0612 0090
Website: touron.gr

To get access to a list of more active food importers from Greece, you can access one of the BestFoodImporters databases.