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Greek Consumers Embrace Strategic Planning In Beauty And Wellness Spending

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.

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.

Cyprus Still Offers Relative Value As Mediterranean Holiday Costs Rise

Cyprus is not the cheapest holiday destination in the Mediterranean, but it remains more affordable than many of its best-known rivals on two of the costs travellers notice first: hotel accommodation and dining out.

A Competitive Position In A Costly Region

Latest Eurostat data puts Cyprus’s restaurant and accommodation price index at 85.2, against an EU average of 100. That places the island slightly below Spain and Greece, while Slovenia, Croatia, Malta, Italy and France all rank as more expensive destinations.

Portugal remains the standout value destination in the western Mediterranean, while Albania and Montenegro offer even lower prices further east.

The wider European picture follows a similar pattern. Bulgaria, Romania, Serbia, Bosnia and Herzegovina, and North Macedonia all rank below Cyprus for both overall consumer prices and hospitality costs. Germany, Austria, Belgium, the Netherlands and the Nordic countries are considerably more expensive.

The Broader Cost Of A Holiday

Looking beyond hotels and restaurants, Cyprus also remains cheaper than the EU average across the broader household basket, which includes groceries, clothing, transport and services. Overall prices were 10.8% below the bloc-wide benchmark. The island was less expensive than Spain, Malta, Italy and France, although Greece, Portugal and Croatia recorded even lower overall price levels.

A separate Euronews analysis reinforced that regional picture. It found that North Macedonia, Bosnia and Herzegovina, Romania, Bulgaria, Montenegro, Serbia and Albania were among Europe’s lowest-priced countries, while Iceland and Switzerland ranked at the opposite end of the scale, alongside several northern and western European economies.

Food bought in shops tells a slightly different story. On that measure, Cyprus sits almost exactly on the European average. Greece, Croatia and Malta all recorded higher grocery prices, while Spain offered slightly better value. The comparison highlights an important point for travellers: the cost of a holiday depends largely on how it is structured. A self-catering family, a couple dining out every evening and an all-inclusive guest are likely to have very different spending experiences in the same destination.

Where Holiday Bills Diverge Most

Some everyday purchases reveal even greater differences. According to the Euronews holiday comparison, alcoholic drinks in Greece were priced 54% above the EU average, while Croatia was more than one-third above the benchmark. Italy was 18.1% below the EU average and Spain 9.9% lower, while France and Portugal remained much closer to the European average.

Soft drinks also varied considerably. Italy recorded the lowest prices in the comparison, at 18.2% below the EU average, while Croatia was 33.5% above it. Seafood prices were more tightly grouped, ranging from 4.6% below the EU average in Portugal to 12.7% above it in Greece.

Transport costs showed a different pattern. France was the only country in the comparison where public transport prices exceeded the EU average. Portugal, Spain and Croatia were around 20% cheaper, while Greece remained just below the European benchmark.

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