to Greece’s urban centres or industrial areas, but
cover the entire country, thus making a double
contribution to the local economies, both by sup-
porting Greek producers and by employing locals.
Fifty nine percent of respondents to the IELKA
survey agree that supermarkets support Greek
producers, and this is the result of the develop-
ment of large country-wide networks by super-
market chains, as well as of their collaboration
with Greek producers. Today, supermarkets in
Greece are working with thousands of Greek pro-
ducers and, according to the IELKA survey, more
than 28,000 businesses are operating in the fields
of food production and wholesale trade in
Greece.
Respect to the environment
In addition, 53% of consumers express a positive
opinion on the role played by the supermarket
sector in regard to environmental protection. In
the past few years, the sector’s organised and
specialised actions have led to total energy sav-
ings of 180 thousand ΜWh (an annual decrease
of 6%) and a total reduction of annual CO
2
emis-
sions, which is estimated at 200 thousand tons of
CO
2
(an annual decrease of 5.5%). The absorp-
tion of the equivalent amount of carbon dioxide
would require 500,000 trees. These savings are
mainly due to the investments made by large
supermarket chains in environment-friendly
equipment and operations.
Moreover, it is worth noting that in the past three
years a large percentage of consumers have
been expressing positive opinions on the effort of
large supermarket chains to keep prices at low
levels and help consumers deal with the crisis, in
response to the reduction of their disposable
incomes. In 2016, positive opinions stood at 54%.
This is to a great extent the result of the super-
markets’ effort to contain prices and make offers,
the value of which exceeds 700 million euros per
year.
In comparison to other points of sale (street mar-
kets, meat stores, fish stores, fruit stores, kiosks)
supermarkets are the most trusted by consumers.
Seventy one percent of consumers trust supermar-
kets, 9% trust street markets, 8% trust bakeries, 6%
trust specialised stores, while other points of sale of
food products are even less trusted.
This is the result of the multitude of innovative
and high-quality branded goods consumers can
find in large supermarket chains, the great variety
of items per type of product at a wide range of
prices, continuous investment in hygiene and
safety infrastructures, the provision of auxiliary
services (e.g. parking, delivery at home etc.), the
high quality of fresh produce and so forth.
According to representatives of the Greek market,
Greek trade is expected to play a leading role for
another year, and be instrumental to the Greek
economy’s exit from the crisis.
To this end, most Greek firms streamline their
operations, create innovative products, hire spe-
cialized personnel and adopt an export-oriented
profile. Moreover, many of these firms emphasise
on e-commerce, in order to reach as many cus-
tomers worldwide as possible.
According to a survey, the number of cross border
retail trade transactions is expected to grow at an
annual rate of 25% by 2020, almost double the
growth rate of domestic retail trade. Greek firms
also make use of the financing programmes avail-
able through European or national funds, in order
to enhance their liquidity and make investments.
In this context, many entrepreneurs have applied
for inclusion in the new development law. Most
investment plans are related to the agrifood and
tourism industries, two of the most important pro-
ductive sectors of the Greek economy.
Trade with Greece
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