Regional dairies gain ground as Greece’s fresh-milk market fragments
Private label accounted for 33.3% of Greek fresh-milk volume in January-August 2026 as total consumption fell. Koukakis Farm, EVOL and TRIKKI gained volume, while Olympos and MEVGAL recorded double-digit declines.
Sales value rises as consumption contracts
Greece’s fresh white milk market is becoming more fragmented as private label and several regional dairies take business from established brands. Market data reported by Powergame for January-August 2026 show that category sales value increased 1.5% from the same period of 2025, while sales volume fell 2.3%. The divergence reflects higher average prices and changes in the product mix rather than an expansion in consumption.
The weakness became more pronounced late in the period. Market value was broadly unchanged in July and fell 3.5% in August, while volume declined 2.9% and 5.6%, respectively. Fresh milk remains an important traffic-building product for supermarkets, making price competition especially significant for processors seeking shelf space and retailers seeking customer visits.
Private label controls one-third of volume
Private-label milk retained a clear lead, accounting for 25.5% of sales value in the first eight months of 2026, up from 25.2% a year earlier. Its share of volume reached 33.3%, meaning one in every three units of fresh milk sold was a retailer brand. Its average price was €1.05 per unit of volume, despite a 6.3% year-on-year increase.
Among branded suppliers, Delta and Olympos each held 10.8% of sales value. Delta’s value sales declined 1% and its volume fell 1.1%, leaving it with an 8.9% volume share and an average price of €1.67 per litre. Olympos faced much heavier pressure: value sales dropped 13.2%, volume contracted 16% and its value share lost 1.8 percentage points. Its volume share fell from 10.5% to 9%, while its average price rose 3.3% to €1.64 per litre.
MEVGAL also recorded a sharp retreat. Its value share fell to 4.8% from 6.2%, with value sales down 30.2% and volume down 36.8%. Its volume share dropped from 6.8% to 4.4% as the average price increased 10.6% to €1.33 per litre, one of the largest price rises among the main suppliers.
Koukakis and regional brands expand
Koukakis Farm made the strongest advance among the larger branded companies. Its value share rose to 9% from 7.5%, while value sales increased 21% and volume grew 22.9%. The increase came alongside a 1.6% reduction in its average price to €1.75 per litre. In August alone, its value share reached 9.3%, compared with 10.8% for Vivartia and 9.8% for Olympos, according to Powergame.
Regional suppliers also strengthened their positions. EVOL, operated by the Volos Cooperative, held 4.6% of value and 3.6% of volume, with sales value rising 9% and volume 10.1%. TRIKKI had a 3.4% value share and recorded growth of 14.5% in value and 19.3% in volume. Its average price declined 4% to €1.35 per litre. Stamos posted even faster gains, with value up 34.4% and volume up 33.9%.
SERGAL remained significant in northern Greece, holding 5.9% of value and 6.4% of volume. Its sales value increased 4.9% even as volume declined 2.5%. Other participants included Stamos with a 2.8% value share, and Dodoni and Neogal with 2.7% each. Rodopi, like Olympos and Dodoni part of Hellenic Dairies, held 2.1%. The figures indicate that pricing and regional distribution are reshaping the category: private label dominates volume, while branded growth is concentrating among companies able to expand quantities despite an overall market contraction.
