Pet Food And Pet Care Products in Greece
Euromonitor International's Pet Food And Pet Care Products in Greece market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 62 | Publication date: Oct 2009
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Executive summary
Economic crisis caused redistribution of sales
While overall volume growth of pet food and pet care products remained stable, a gradual redistribution of sales occurred because of the global economic crisis. Most notably, although mid-priced variants had large sales, the country’s economic woes led to a gradual trading down. Sharp rises in living costs placed an increasing strain on lower- and middle-income consumers throughout the country, forcing them to cut expenditure wherever possible. Economy variants, alongside private label and unbranded variants, saw a significant increase in volume sales. At the same time, sales of premium brands, although heavily marketed and continually developed, slowed down. This development led to a further decline in value sales.
Dry pet food increased
Alongside economy brands, dry pet food registered significant growth in 2009, driven by the challenging economic situation on the one hand and the increasing prevalence of hectic urban lifestyles on the other. Dry pet food was seen as both economic and practical and thus suited the needs of many Greek pet owners who sought to reduce costs and the time and effort spent on pets. In addition, dry pet food benefited from increased promotion by specialists. The growing popularity of dry pet food led to a slowing down of wet pet food sales.
Multinationals dominated sales
The current economic situation proved beneficial for some local players as customers became increasingly concerned about the amount spent on pet food. Local players tended to focus either on import and distribution, which was not particularly profitable due to high taxes, or on regional activity, which, by its very definition, implies limitations. Multinational players therefore dominated sales through recognised and heavily advertised brands, such as Friskies, Pedigree and Felix. Half of all sales were shared by just two players: Mars Hellas SA, which further solidified its lead in dog food, and Nestlé Hellas SA, which continued to dominate sales in cat food in 2009.
Pet shops and pet superstores increased share
Both pet shops and pet superstores witnessed an increase in share in 2009. These sales channels successfully defended their standing as leading distributors against supermarkets primarily because they offered greater choice and specialist advice. The growth of pet shops might appear unexpected in the context of the increasing expansion of pet superstores, it is unsurprising however, given that pet owners value specialist advice, a need that definitely gives pet shops a competitive advantage.
Further decline of value sales expected
While pet food and pet care products will continue to register volume growth in the forecast period, value sales are expected to falter. The challenging economic environment will see a rise in economy sales, which will negatively affect overall value sales. Aggressive competition and promotional offers and discounts are also expected to negatively impact value sales.
Table of contents
PET FOOD AND PET CARE PRODUCTS IN GREECE : MARKET INSIGHT
EXECUTIVE SUMMARY
Economic crisis caused redistribution of sales
Dry pet food increased
Multinationals dominated sales
Pet shops and pet superstores increased share
Further decline of value sales expected
KEY TRENDS AND DEVELOPMENTS
International economic crisis boosts discounters and private label
Premium products: manufacturers live in hope
Consolidation: multinational brands dominate sales
Small-sized animals: answering urbanisation and recession needs
Dry food is growing at the expense of wet food
MARKET INDICATORS
Table 1 Pet Populations 2004-2009
MARKET DATA
Table 2 Sales of Pet Food and Pet Care Products by Sector: Volume 2004-2009
Table 3 Sales of Pet Food and Pet Care Products by Sector: Value 2004-2009
Table 4 Sales of Pet Food and Pet Care Products by Sector: % Volume Growth 2004-2009
Table 5 Sales of Pet Food and Pet Care Products by Sector: % Value Growth 2004-2009
Table 6 Dog and Cat Food Company Shares 2004-2008
Table 7 Dog and Cat Food Brand Shares 2005-2008
Table 8 Penetration of Private Label by Sector 2003-2008
Table 9 Sales of Pet Food and Pet Care Products by Sector and Distribution Format: % Analysis 2009
Table 10 Sales of Dog and Cat Food by Distribution Format: % Analysis 2009
Table 11 Forecast Sales of Pet Food and Pet Care Products by Sector: Volume 2009-2014
Table 12 Forecast Sales of Pet Food and Pet Care Products by Sector: Value 2009-2014
Table 13 Forecast Sales of Pet Food and Pet Care Products by Sector: % Volume Growth 2009-2014
Table 14 Forecast Sales of Pet Food and Pet Care Products by Sector: % Value Growth 2009-2014
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - GREECE
PET CITY SA - PET FOOD AND PET CARE PRODUCTS - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Pet City SA: Key Facts
COMPANY BACKGROUND
PRODUCTION
PET LINE SA - PET FOOD AND PET CARE PRODUCTS - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 3 Pet Line SA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Pet Line SA: Competitive Position 2008
PET VET SUPPLIES SAI - PET FOOD AND PET CARE PRODUCTS - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Pet Vet Supplies SAI: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Pet Vet Supplies SAI: Competitive Position 2008
PETS & PEOPLE SA - PET FOOD AND PET CARE PRODUCTS - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Pets & People SA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 Pets & People SA: Competitive Position 2008
VETERIN SA - PET FOOD AND PET CARE PRODUCTS - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Veterin SA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Veterin SA: Competitive Position 2008
DOG FOOD IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 15 Dog Owning Households: % Analysis 2004-2009
Table 16 Dog Population 2004-2009
Table 17 Dog Food Prepared vs Non-prepared Gap: % Analysis 2004-2009
SECTOR DATA
Table 18 Sales of Dog Food by Type: Value 2004-2009
Table 19 Sales of Dog Food by Type: % Value Growth 2004-2009
Table 20 Sales of Premium Dog Food: Value 2004-2009
Table 21 Dog Food Company Shares 2004-2008
Table 22 Dog Food Brand Shares 2005-2008
Table 23 Dog Treats Brand Shares 2005-2008
Table 24 Forecast Sales of Dog Food by Type: Value 2009-2014
Table 25 Forecast Sales of Dog Food by Type: % Value Growth 2009-2014
CAT FOOD IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 26 Cat Owning Households: % Analysis 2004-2009
Table 27 Cat Population 2004-2009
Table 28 Cat Food Prepared vs Non-prepared Gap: % Analysis 2004-2009
SECTOR DATA
Table 29 Sales of Cat Food by Type: Value 2004-2009
Table 30 Sales of Cat Food by Type: % Value Growth 2004-2009
Table 31 Sales of Premium Cat Food: Value 2004-2009
Table 32 Cat Food Company Shares 2004-2008
Table 33 Cat Food Brand Shares 2005-2008
Table 34 Cat Treats Brand Shares 2005-2008
Table 35 Forecast Sales of Cat Food by Type: Value 2009-2014
Table 36 Forecast Sales of Cat Food by Type: % Value Growth 2009-2014
OTHER PET FOOD IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 37 Other Pet Population 2004-2009
SECTOR DATA
Table 38 Sales of Other Pet Food by Type: Volume 2004-2009
Table 39 Sales of Other Pet Food by Type: Value 2004-2009
Table 40 Sales of Other Pet Food by Type: % Volume Growth 2004-2009
Table 41 Sales of Other Pet Food by Type: % Value Growth 2004-2009
Table 42 Bird Food Brand Shares 2005-2008
Table 43 Fish Food Brand Shares 2005-2008
Table 44 Forecast Sales of Other Pet Food by Type: Volume 2009-2014
Table 45 Forecast Sales of Other Pet Food by Type: Value 2009-2014
Table 46 Forecast Sales of Other Pet Food by Type: % Volume Growth 2009-2014
Table 47 Forecast Sales of Other Pet Food by Type: % Value Growth 2009-2014
PET CARE PRODUCTS IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 48 Sales of Pet Care Products by Type: Value 2004-2009
Table 49 Sales of Pet Care Products by Type: % Value Growth 2004-2009
Table 50 Sales of Healthcare Products by Type: % Value Breakdown 2004-2009
Table 51 Forecast Sales of Pet Care Products by Type: Value 2009-2014
Table 52 Forecast Sales of Pet Care Products by Type: % Value Growth 2009-2014