A significant percentage of products from multinational companies arrive in Greece with lower initial wholesale prices than in other countries. However, Greece’s high Value Added Tax (VAT) largely negates these savings for consumers at the point of sale. This discrepancy means that despite lower acquisition costs, retail prices remain elevated due to the VAT rate. Consumers are seeking ways to mitigate the impact of these costs, while supermarkets are exploring strategies to absorb some of the VAT burden. The situation highlights a challenge in translating lower wholesale costs into affordability for Greek shoppers. The report suggests a disconnect between initial pricing and final consumer costs due to the tax system. This impacts a substantial portion – 70-80% – of multinational goods sold within the country.