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Publicitat i Màrqueting a Grècia

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Consumer Profile
Greece has a population of 10.5 million inhabitants, decreasing at a –0.34% rate. Greece median age is 46.4 years and 14.5% of the population is under 14 years old, 10.3% of the population is between 15 and 24 years old, 39.6% of the population is between 25 and 54 years, 13.1% of the population is between 55 and 64 years old and 22.4% of the population is 65 years old or over. There are 95 male every 100 women (Data Reportal and CIA, 2022).

The average household size is 2.4 people, 27% of households only count 1 person, 50% of households count 2 or 3 people, 21% of households count 4 or 5 people, and 1% of households count 6 people or more (UN, latest data available). 80.4% of the people are living in cities, with an annual rate of urbanisation of 0.11%. The major urban areas are Athens with 3.154 million people living there (capital), and Thessaloniki with 814,000 inhabitants (CIA, 2022).
12% of the population works in agriculture, 15% of the population works in industry and 73% of the population works in services (World Bank, latest data available).
In Greece, 76% of adults aged 25-64 have completed upper secondary education, less than the OECD average of 79%. This is more correct for women than men, as 75% of men have successfully completed high school, compared with 78% of women. In terms of the quality of the education system, the average student scored 453 in reading literacy, math and science in the OECD's Program for International Student Assessment (PISA). This score is lower than the OECD average of 488. On average in Greece, girls outperformed boys by 18 points, much more than the average OECD gap of 5 points (OECD).

According to the Institute for Gender Equality, which evaluates gender equality in European countries according to various criteria (work, health, violence, etc.), Greece is the last country with only 52.5 points out of 100.
Purchasing Power
Greece’s GDP - per capita (PPP) is estimated at USD 27,948.6 (World Bank, 2020). The average household net-adjusted disposable income per capita is USD 20,791 a year, lower than the OECD average of USD 30.490 a year (OECD, latest data available).

There is a considerable gap between the richest and poorest, with the top 20% of the population earning more than six times as much as the bottom 20% (OECD). The gender cap - intended as the difference in average gross hourly wage between men and women - is also a relevant issue to take into consideration, although the Bank of Greece estimated that among the group of low-paid workers the wage differential between men and women is slightly smaller than the average wage differential. The Gini index in Greece is 33.1 (World Bank), at the 55th world spot.
Consumer Behaviour
Since the economic recession and the Covid-19 pandemic, Greek consumers have radically changed their spending habits and have become extremely price-conscious. Already, an increasing number of Greeks were opting for online shopping, as online retail offers them the possibility to compare a wide range of products at a lower cost. This trend accelerated during the pandemic. In 2021, the Greek e-commerce market grew by 20% (ecommerceDB). Online shopping aside, credit card use is in constant decline and credit cards are issued more sparingly. Consumers are increasingly looking for local products. Local soft drinks and juices with new flavors intrigue Greeks; they also tend to abandon imported spirits and turn to bulk wine and local alcoholic drinks.

Consumers are increasingly looking to extend the life of products, which they currently own through repairs, rather than purchasing new ones (clothing, cars, shoes, appliances, etc.). In the context of the pandemic and then the war in Ukraine, consumers confidence recently followed a downside trend. The health and wellness trend in Greece has been thriving over the last few years, positively affecting consumption patterns in packaged food and beverages. In addition, the high protein trend has gained momentum in the country and became one of the most demanded product groups in the country.

Among the services offered via collaborative platforms, the ones presenting the highest frequency of use among users relate to accommodations (for example renting an apartment) and transport.
Consumers Associations
Hellenic Consumer Association
Main Advertising Agencies
Orange Advertising
Ogilvy
Hellenic Association of Advertising-Communication Agencies (EDEE)

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Actualitzacions: June 2022

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