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The government and market representatives designed the initiative to deliver permanent price reductions until December 31, 2026, rather than temporary discounts or promotional campaigns.<\/p>\n
The plan began after a meeting chaired by Prime Minister Kyriakos Mitsotakis at the Maximos Mansion on June 29 and received further details during a July 9 meeting between Development Minister Takis Theodorikakos and representatives from industry, suppliers and organised retail.<\/p>\n
The Independent Authority for Market Control and Consumer Protection (AAEA&PK) has now invited industry associations and supermarket representatives to participate, setting out the implementation framework, business commitments, timeline and competition safeguards.<\/p>\n
Permanent price reductions, not temporary offers<\/span><\/em><\/p>\n According to the framework, participating businesses must reduce the regular shelf price of products, not rely on temporary offers, discount coupons or promotional campaigns.<\/p>\n The reference price will be the normal shelf price without discounts on August 27, 2026. Any additional promotional activity after the reduction takes effect must apply on top of the new lower price and cannot count towards the declared reduction.<\/p>\n The programme will run for four months, until December 31, 2026, and every product included must remain part of the initiative for at least two months.<\/p>\n Companies can add or replace product codes during the programme, provided they meet the same participation requirements and notify the AAEA&PK in advance.<\/p>\n Price reductions of 5% to 20% across key categories<\/p>\n Although all product categories can participate, the authority has identified several priority areas, including:<\/p>\n The authority stressed that meaningful participation requires companies to include high-demand products, with a recommended minimum reduction of 5%, rather than selecting only low-volume items.<\/p>\n Companies must submit proposals by product barcode<\/p>\n Each company will submit its individual price reduction plan directly to the AAEA&PK.<\/p>\n The submission must include:<\/p>\n Authorities will evaluate proposals based on each product\u2019s importance to household spending, monitoring capability and the duration of the price reduction.<\/p>\n Consumers to track reductions through PosoKanei platform<\/span><\/em><\/p>\n Consumers will be able to view participating products through a dedicated section of the PosoKanei platform, which will list all products included in the initiative.<\/p>\n Supermarkets will also display a unified label on shelves and in stores, allowing consumers to easily identify products with reduced prices.<\/p>\n Competition safeguards introduced<\/p>\n The initiative includes 16 competition protection safeguards designed to prevent anti-competitive practices.<\/p>\n The rules prohibit direct or indirect exchanges between competitors regarding:<\/p>\n Industry associations will only provide information to their members, while the AAEA&PK will act solely as the recipient, evaluator and monitor of each company\u2019s independent proposal.<\/p>\n Authorities will publish overall results only in aggregated form, while participating product codes will appear on PosoKanei after the price reductions officially begin.<\/p>\n Implementation timetable<\/p>\n The initiative follows this schedule:<\/p>\n The AAEA&PK said the programme gives the market an opportunity to demonstrate that businesses can contribute to easing consumer prices through independent decisions.<\/p>\n The authority stressed that the initiative\u2019s success will not depend on the number of participating products, but on the real financial benefit reaching Greek households.<\/p>\n\n
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