Athens, Greece. Greek consumers are taking a more structured approach to spending on beauty and wellness products, according to a Revolut survey conducted by market research company Dynata.
Shift toward planned spending
The survey indicates that spending on personal care is increasingly treated as a planned financial category rather than an impulsive activity. It found that 25 per cent of respondents actively plan and save money for personal care, reflecting a more strategic approach to lifestyle-related spending.
Role of discounts and promotions
The findings also show that 20 per cent of respondents are more likely to spend when there are discounts or promotions, highlighting the importance of value for money in purchasing decisions.
Personal care maintained under financial pressure
Personal care remains a priority even under financial strain, the survey found. Around 10 per cent of respondents said they make sacrifices in other areas to maintain spending on beauty and wellness needs, while 3 per cent said they exceed their planned budget to avoid disrupting established routines.
Decline in celebrity influence
The findings point to a decline in celebrity influence on consumer decisions in Greece, with purchasing behaviour shaped more by trust, authenticity and personal recommendations.
How has your approach to budgeting for beauty and wellness products changed in the past year?