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: Sep 2008
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- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Dog and cat food; Dog and cat food by price platform (excl treats and mixers); Dog and cat food by price platform (incl treats and mixers); Dog and cat food by type (excl treats and mixers); Other pet food; Pet care products
Executive summary
Trading down replacing premiumisation trend
The current challenging socio-economic environment is having a dramatic effect on sales of pet food and pet care products in the country. Sharp rises in living costs are putting lower and middle income consumers throughout the country under increasing strain, forcing them to cut their expenditure wherever possible. Opting for economy variants is hence surfacing as a trend as a solution to the problem, as increasing numbers of pet owners are focusing on the price, rather than the quality of the products.
Unbranded variants taking over
Unbranded variants of primarily Chinese origin are gradually taking over the lower end of the Greek pet food and pet care products market. Taking advantage of the further deterioration of the challenging socio-economic environment, unbranded variants have managed to gradually move beyond outdoor markets and stalls, securing shelf space in pet shops and supermarkets/hypermarkets. Providing consumers with a very competitive price, which is literally just a fraction of the branded segment, unbranded variants are emerging as a practically enforced choice in the context of the current financial crisis faced by middle income consumers in the country.
Multinationals maintain their positions as the key players
Multinationals continue to account for the greatest share of sales, while domestic companies are mostly active in terms of imports rather than production. Widely recognised brands such as Friskies, considered as offering superior nutritional value, enabled the establishment of multinational players such as Nestlé Hellas AS in the Greek market. Brands such as Chappi and Felix are further boosted by aggressive advertising and veterinary support, leaving minimal space for new players to expand. Domestic activity is increasingly dominated by imports of brands such as Pedigree and Cesar, imported by companies such as Trofeklekt Masterfoods SA, Pet Line SA and Affinity Petcare SA.
Supermarkets/hypermarkets and pet superstores increase their shares
The pet superstores channel is increasing its activity in major urban centres, both through creating new outlets, as well as by taking over a number of local shops and slowly expanding its network to the yet unchartered but promising territory of rural areas. Independent retailers are under increasing pressure from the expanding superstore network, but nevertheless continue to survive through offering their customers a friendly and personal service.
Volume growth expected to outperform value growth in the forecast period
The forecast continuation of the challenging socio-economic environment is expected to continue taking its toll on sales of premium products. Lower and middle socio-economic consumers will hence continue opting for economy variants, such as cheaper ranges from established manufacturers, private label or unbranded variants in order to limit their expenses in the face of their rapidly shrinking disposable incomes. On the other hand, the potential to improve the penetration rate of prepared food in the country will inevitably secure slow but steady positive volume growth.
Table of contents
PET FOOD AND PET CARE PRODUCTS IN GREECE : MARKET INSIGHT
EXECUTIVE SUMMARY
Trading down replacing premiumisation trend
Unbranded variants taking over
Multinationals maintain their positions as the key players
Supermarkets/hypermarkets and pet superstores increase their shares
Volume growth expected to outperform value growth in the forecast period
KEY TRENDS AND DEVELOPMENTS
Chinese invasion: unbranded, economy variants
Dry food surfacing as a preferable alternative to wet food
Deteriorating economic environment limits spending on pets
Small-sized animals: answering urbanisation needs
Growing presence of pet superstores
MARKET INDICATORS
Table 1 Pet Populations 2003-2008
MARKET DATA
Table 2 Sales of Pet Food and Pet Care Products by Sector: Volume 2003-2008
Table 3 Sales of Pet Food and Pet Care Products by Sector: Value 2003-2008
Table 4 Sales of Pet Food and Pet Care Products by Sector: % Volume Growth 2003-2008
Table 5 Sales of Pet Food and Pet Care Products by Sector: % Value Growth 2003-2008
Table 6 Dog and Cat Food Company Shares 2003-2007
Table 7 Dog and Cat Food Brand Shares 2004-2007
Table 8 Penetration of Private Label by Sector 2003-2007
Table 9 Sales of Pet Food and Pet Care Products by Sector and Distribution Format: % Analysis 2008
Table 10 Sales of Dog and Cat Food by Distribution Format: % Analysis 2008
Table 11 Forecast Sales of Pet Food and Pet Care Products by Sector: Volume 2008-2013
Table 12 Forecast Sales of Pet Food and Pet Care Products by Sector: Value 2008-2013
Table 13 Forecast Sales of Pet Food and Pet Care Products by Sector: % Volume Growth 2008-2013
Table 14 Forecast Sales of Pet Food and Pet Care Products by Sector: % Value Growth 2008-2013
DEFINITIONS
Sources
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: Production Statistics 2007
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 2007
PETS & PEOPLE SA - PET FOOD AND PET CARE PRODUCTS - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Pets & People SA: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 8 Pets & People SA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 9 Pets & People SA : Competitive Position 2007
VETERIN SA - PET FOOD AND PET CARE PRODUCTS - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Veterin SA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 11 Veterin SA: Competitive Position 2007
DOG FOOD IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 15 Dog Owning Households: % Analysis 2003-2008
Table 16 Dog Population 2003-2008
Table 17 Dog Food Prepared vs Non-prepared Gap: % Analysis 2003-2008
SECTOR DATA
Table 18 Sales of Dog Food by Type: Value 2003-2008
Table 19 Sales of Dog Food by Type: % Value Growth 2003-2008
Table 20 Sales of Premium Dog Food: Value 2003-2008
Table 21 Dog Food Company Shares 2003-2007
Table 22 Dog Food Brand Shares 2004-2007
Table 23 Dog Treats Brand Shares 2004-2007
Table 24 Forecast Sales of Dog Food by Type: Value 2008-2013
Table 25 Forecast Sales of Dog Food by Type: % Value Growth 2008-2013
CAT FOOD IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 26 Cat Owning Households: % Analysis 2003-2008
Table 27 Cat Population 2003-2008
Table 28 Cat Food Prepared vs Non-prepared Gap: % Analysis 2003-2008
SECTOR DATA
Table 29 Sales of Cat Food by Type: Value 2003-2008
Table 30 Sales of Cat Food by Type: % Value Growth 2003-2008
Table 31 Sales of Premium Cat Food: Value 2003-2008
Table 32 Cat Food Company Shares 2003-2007
Table 33 Cat Food Brand Shares 2004-2007
Table 34 Cat Treats Brand Shares 2004-2007
Table 35 Forecast Sales of Cat Food by Type: Value 2008-2013
Table 36 Forecast Sales of Cat Food by Type: % Value Growth 2008-2013
OTHER PET FOOD IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 37 Other Pet Population 2003-2008
SECTOR DATA
Table 38 Sales of Other Pet Food by Type: Volume 2003-2008
Table 39 Sales of Other Pet Food by Type: Value 2003-2008
Table 40 Sales of Other Pet Food by Type: % Volume Growth 2003-2008
Table 41 Sales of Other Pet Food by Type: % Value Growth 2003-2008
Table 42 Bird Food Brand Shares 2004-2007
Table 43 Fish Food Brand Shares 2004-2007
Table 44 Forecast Sales of Other Pet Food by Type: Volume 2008-2013
Table 45 Forecast Sales of Other Pet Food by Type: Value 2008-2013
Table 46 Forecast Sales of Other Pet Food by Type: % Volume Growth 2008-2013
Table 47 Forecast Sales of Other Pet Food by Type: % Value Growth 2008-2013
PET CARE PRODUCTS IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 48 Sales of Pet Care Products by Type: Value 2003-2008
Table 49 Sales of Pet Care Products by Type: % Value Growth 2003-2008
Table 50 Forecast Sales of Pet Care Products by Type: Value 2008-2013
Table 51 Forecast Sales of Pet Care Products by Type: % Value Growth 2008-2013