Penetration is driven by focus, not shelf size.

Masoutis records the market's highest own-brand penetration at 13.1% - despite not having the largest digital shelf. My Market carries the most SKUs but sits below the category average in penetration terms.

IN CONVERSATION

A long-form conversation with Christos D. Katsanos on what the Greek own-brand data from the digital shelf actually reveals and what it means for retailers, manufacturers and brand owners navigating the market's next stage.

What we cover:

• Concepts & Myths: What Own Brand Really Means

• The Data: What 56,000 SKUs Reveal

• Brand Architecture: The Strategy Behind the Shelf

• Manufacturers & Brand Owners: What the Market Shift Means for Them

• Findings, Indices & Innovation

• The Future of Greek Retail

The premium tier is structurally absent.

The market shows two confirmed quality signals - value and standard - but premium private label is missing entirely. Every retailer names brands without signalling tier. Naming alone cannot confirm positioning.

One retailer has zero white space in strong categories.

AB Vassilopoulos records 53.5% penetration in Convenience & Deli - the highest category-level cell in the dataset - and is the only retailer with no gaps in its strongest categories.

Three categories signal where the next wave of private label development is coming.

Yoghurt, Soups & Broths, and Crisps & Chips show strong NPD opportunity - categories where private label has already won in mature European markets.

What this report found

Across six retailers and 55,939 SKUs, this report maps the structural architecture of Greek grocery private label - not price positioning or margin, but category penetration, portfolio density, and own-brand strategy retailer by retailer, section by section.

DEEP DIVE INTERVIEWS

In conversation with Christos D. Katsanos - ESG Food Chain Entrepreneur

A close look at the Private Label ecosystem in Greece.

(Greek subs only, English subs to be available soon)

August 2026

THE ARCHITECTURE OF OWN BRAND

Mapping Private Label Across Greek Grocery Retail

Most private label analysis in Greece focuses on price positioning and margin. This report takes a different view - mapping the structural architecture of own-brand across six major retailers: category penetration, SKU distribution, and portfolio strategy. 55,931 SKUs analysed.

July 2026 | Market Intelligence Report

AS FEATURED IN

Click on the logos above to read the articles (in greek language only).

The report covers all six retailers in full - retailer by retailer, category by category - and closes with what the structural picture means for where the Greek market goes next.