Shifting Priorities In Personal Care

Greek consumers are now approaching beauty and wellness expenditures with a renewed sense of discipline and foresight. A recent survey commissioned by Revolut and executed by market research leader Dynata reveals a pronounced shift towards viewing personal care budgets as a strategic financial category rather than an arena for impulsive spending.

Planned Spending And Financial Prudence

The findings show that 25% of respondents actively allocate budgets for personal care. Even under financial pressure, maintaining these routines remains a priority. Around 10% reported cutting back in other areas to preserve their spending on beauty and wellness, while 3% exceeded their planned budgets to maintain consistency.

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Promotional Incentives And Value-Driven Decisions

Promotions continue to influence spending decisions. Around 20% of respondents said discounts encourage additional purchases. When asked what would drive further spending, 33% pointed to personalized offers, 31% to loyalty programs, and 25% to interest-free instalments. A smaller group, 9%, expressed interest in dedicated savings tools for managing personal care expenses.

Diminished Celebrity Influence And Trusted Recommendations

Survey results also indicate a shift in how consumers make decisions. Recommendations from family and friends were cited by 31% of respondents, while 17% relied on professional advice, including dermatologists. Influence from social media creators was reported by 7%, and from celebrities by 2%, suggesting a move toward more trusted and direct sources.

The Role Of Financial Technology

Ignacio Zunzunegui, Head of Growth for Southern Europe and Latin America at Revolut, commented on the evolving consumer behavior: “The findings show that Greek consumers are approaching spending on beauty and wellness with greater planning and consideration. We are seeing increasing demand for financial tools that help manage lifestyle-related spending, whether through saving, accessing benefits via purchases, or closely tracking expenses.” Zunzunegui further emphasized the role of financial technology in enabling consumers to adhere to their preferred habits while maintaining fiscal control.

This shift in personal care spending reflects a broader move toward more disciplined financial management. As consumers place greater emphasis on planning and value, rather than impulse purchases, companies in the beauty and wellness sector may need to adjust by offering more targeted promotions, flexible payment options, and personalized offers aligned with these preferences.