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Country Report

Greece Flag Pet Care in Greece

| Pages: 58

Price: US$1,900

About this Report

EXECUTIVE SUMMARY

Sales of pet care products decline amidst the carnage of economic recession

As the economic downturn rumbled on in 2012, pet care declined in both value and volume terms in over the course of the year. The declines accelerated in value terms as a result of the rising demand for cheaper products at the expense of premium brands. Dog food performed better overall than cat food as a result of cat ownership declining at a faster rate. Dog ownership was only marginally affected by the economic crisis as the need for companionship intensified among the Greek population as many cash-strapped Greeks can no longer afford to go out or meet with friends on a regular basis.

Humanisation trend subsides as the economic downturn begins to take its toll

With disposable incomes being squeezed dry and many of Greece’s hard-pressed consumers forced to cut down on spending across the board, it comes as no surprise that the pet humanisation trend has begun to subside. The economic crisis hit the country at a point when the pet humanisation trend had already started to gain momentum. There is remains a niche of affluent Greek consumers who have not yet been severely affected by the economic downturn who continue to spend lavishly on their pets, although these consumers account for less that 10% of overall pet owners in Greece. In general, the proportion of pet owners who see their pet as a fully-fledged part of the family is rather low in comparison with other Western countries.

Imported products continue to account for the bulk of sales in pet care

Although a number of domestic companies produce dog and cat food, namely Th Nitsiakos ABEE, Viozois SA and Laky SA, among others, pet food in Greece remains dominated by imported products. This can be partly attributed to high brand awareness as no domestic pet food manufacturer has yet managed to establish a strong brand name or widespread distribution. Another reason for low value shares of domestic players in pet food is that most of them focus on economy products, whereas premium brands were the main beneficiaries of the rise of the pet humanisation trend over the course of the review period.

Specialists remain the leading distribution channel

Although the proportion of pet care products sold through grocery retailers channels is increasing in some pet care categories in line with the rising demand for private label in Greece, pet specialist retailers maintained the lion’s share of pet care sales in 2012. Sales of pet care through veterinary clinics declined in 2012 as a result of numerous Greek pet owners reducing the frequency of their visits to the vet. Pet shops and pet superstores are still the channels which offer the widest ranges of pet care products and these channels also have the competitive advantage of being able to offer specialist advice, something which is particularly highly valued as Greek pet owners are slowly reducing their numbers of visits to veterinarians. The influence of grocery retailers in sales of pet care, however, was also negatively affected by the liquidity problems faced by grocery retailer Carrefour during 2012, which resulted in many products being unavailable on the shelves of Carrefour outlets during 2012.

Gloomy forecasts for Greece’s economic future have not yet subsided

Although many industry experts predict that pet ownership will continue to rise in Greece over the forecast period as a result of the economic recession, growth forecasts for pet care remain rather gloomy. On the one hand, many Greeks will be forced to spend more time at home and any plans to have children and start a family are likely to be postponed, hence it is possible that many Greeks might decide to fulfil their need for companionship through pets, although given that the economic situation in Greece is only expected to deteriorate in the near future, it highly unlikely that this will have a positive impact on sales of pet food.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Pet Care industry in Greece with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Pet Care industry in Greece, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Greece for free:

The Pet Care in Greece market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Pet Care in Greece?
  • What are the major brands in Greece?
  • How did the downturn affect pet care spending?
  • Which is the best-performing category within pet care?
  • Which is the fastest-growing pet food manufacturer?
  • How have pet specialists fared in recent years?
  • What are growth prospects for pet care in the next 5 years?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Pet Care market research database.

Table of Contents

Pet Care in Greece - Industry Overview

EXECUTIVE SUMMARY

Sales of pet care products decline amidst the carnage of economic recession

Humanisation trend subsides as the economic downturn begins to take its toll

Imported products continue to account for the bulk of sales in pet care

Specialists remain the leading distribution channel

Gloomy forecasts for Greece’s economic future have not yet subsided

KEY TRENDS AND DEVELOPMENTS

The economic downturn results in losses for pet care

Humanisation trends subside amidst the economic downturn

Pet care proves unable to pick up beyond urban areas

Liquidity problems become a major obstacle to the market’s performance

Non-grocery retail channels lead sales of pet care, while discounters records the strongest growth

MARKET INDICATORS

  • Table 1 Pet Populations 2008-2013

MARKET DATA

  • Table 2 Sales of Pet Food by Category: Volume 2008-2013
  • Table 3 Sales of Pet Care by Category: Value 2008-2013
  • Table 4 Sales of Pet Food by Category: % Volume Growth 2008-2013
  • Table 5 Sales of Pet Care by Category: % Value Growth 2008-2013
  • Table 6 NBO Company Shares of Pet Food: % Value 2008-2012
  • Table 7 LBN Brand Shares of Pet Food: % Value 2009-2012
  • Table 8 NBO Company Shares of Dog and Cat Food: % Value 2008-2012
  • Table 9 LBN Brand Shares of Dog and Cat Food: % Value 2009-2012
  • Table 10 Penetration of Private Label in Pet Care by Category: % Value 2006-2011
  • Table 11 Distribution of Pet Care by Format: % Value 2008-2013
  • Table 12 Distribution of Pet Care by Format and Category: % Value 2012
  • Table 13 Distribution of Dog and Cat Food by Format: % Value 2008-2013
  • Table 14 Distribution of Dog and Cat Food by Format and Category: % Value 2013
  • Table 15 Forecast Sales of Pet Food by Category: Volume 2013-2018
  • Table 16 Forecast Sales of Pet Care by Category: Value 2013-2018
  • Table 17 Forecast Sales of Pet Food by Category: % Volume Growth 2013-2018
  • Table 18 Forecast Sales of Pet Care by Category: % Value Growth 2013-2018

DEFINITIONS

SOURCES

  • Summary 1 Research Sources

Pet Care in Greece - Company Profiles

Kompa Ltd in Pet Care (Greece)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 Kompa Ltd: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 3 Kompa Ltd: Competitive Position 2012

Pet City SA in Pet Care (Greece)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 4 Pet City SA: Key Facts
  • Summary 5 Pet line SA: Operational Indicators

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

  • Summary 6 Pet City SA: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 7 Pet City SA: Competitive Position 2012

Pet Line SA in Pet Care (Greece)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 8 Pet Line SA: Key Facts

Company Background

Production

Competitive Positioning

  • Summary 9 Pet Line SA: Competitive Position 2012

Th Nitsiakos ABEE in Pet Care (Greece)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 10 Th Nitsiakos ABEE: Key Facts

COMPANY BACKGROUND

PRODUCTION

  • Summary 11 Th Nitsiakos ABEE: Production Statistics 2012

COMPETITIVE POSITIONING

  • Summary 12 Th Nitsiakos ABEE: Competitive Position 2012

Cat Food in Greece - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 19 Cat Owning Households: % Analysis 2008-2013
  • Table 20 Cat Population 2008-2013
  • Table 21 Consumption of Prepared Cat Food: % Analysis 2008-2013

CATEGORY DATA

  • Summary 13 Cat Food by Price Band 2013
  • Table 22 Sales of Cat Food by Category: Volume 2008-2013
  • Table 23 Sales of Cat Food by Category: Value 2008-2013
  • Table 24 Sales of Cat Food by Category: % Volume Growth 2008-2013
  • Table 25 Sales of Cat Food by Category: % Value Growth 2008-2013
  • Table 26 Sales of Premium Cat Food by Category: Value 2008-2013
  • Table 27 NBO Company Shares of Cat Food: % Value 2008-2012
  • Table 28 LBN Brand Shares of Cat Food: % Value 2009-2012
  • Table 29 LBN Brand Shares of Cat Treats: % Value 2009-2012
  • Table 30 Forecast Sales of Cat Food by Category: Volume 2013-2018
  • Table 31 Forecast Sales of Cat Food by Category: Value 2013-2018
  • Table 32 Forecast Sales of Cat Food by Category: % Volume Growth 2013-2018
  • Table 33 Forecast Sales of Cat Food by Category: % Value Growth 2013-2018

Dog Food in Greece - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 34 Dog Owning Households: % Analysis 2008-2013
  • Table 35 Dog Population 2008-2013
  • Table 36 Consumption of Prepared Dog Food: % Analysis 2008-2013

CATEGORY DATA

  • Summary 14 Dog Food by Price Band 2013
  • Table 37 Sales of Dog Food by Category: Volume 2008-2013
  • Table 38 Sales of Dog Food by Category: Value 2008-2013
  • Table 39 Sales of Dog Food by Category: % Volume Growth 2008-2013
  • Table 40 Sales of Dog Food by Category: % Value Growth 2008-2013
  • Table 41 Sales of Premium Dog Food by Category: Value 2008-2013
  • Table 42 NBO Company Shares of Dog Food: % Value 2008-2012
  • Table 43 LBN Brand Shares of Dog Food: % Value 2009-2012
  • Table 44 LBN Brand Shares of Dog Treats: % Value 2009-2012
  • Table 45 Forecast Sales of Dog Food by Category: Volume 2013-2018
  • Table 46 Forecast Sales of Dog Food by Category: Value 2013-2018
  • Table 47 Forecast Sales of Dog Food by Category: % Volume Growth 2013-2018
  • Table 48 Forecast Sales of Dog Food by Category: % Value Growth 2013-2018

Other Pet Food in Greece - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 49 Other Pet Population 2008-2013

CATEGORY DATA

  • Table 50 Sales of Other Pet Food by Category: Volume 2008-2013
  • Table 51 Sales of Other Pet Food by Category: Value 2008-2013
  • Table 52 Sales of Other Pet Food by Category: % Volume Growth 2008-2013
  • Table 53 Sales of Other Pet Food by Category: % Value Growth 2008-2013
  • Table 54 LBN Brand Shares of Bird Food: % Value 2009-2012
  • Table 55 LBN Brand Shares of Fish Food: % Value 2009-2012
  • Table 56 LBN Brand Shares of Small Mammal/Reptile Food: % Value 2009-2012
  • Table 57 Forecast Sales of Other Pet Food by Category: Volume 2013-2018
  • Table 58 Forecast Sales of Other Pet Food by Category: Value 2013-2018
  • Table 59 Forecast Sales of Other Pet Food by Category: % Volume Growth 2013-2018
  • Table 60 Forecast Sales of Other Pet Food by Category: % Value Growth 2013-2018

Pet Products in Greece - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 61 Sales of Pet Products by Category: Value 2008-2013
  • Table 62 Sales of Pet Products by Category: % Value Growth 2008-2013
  • Table 63 Forecast Sales of Pet Products by Category: Value 2013-2018
  • Table 64 Forecast Sales of Pet Products by Category: % Value Growth 2013-2018

Segmentation

This market research report includes the following:

  • Pet Care
    • Pet Food
      • Dog and Cat Food
        • Cat Food
          • Cat Treats and Mixers
            • Cat Mixers
            • Cat Treats
          • Dry Cat Food
            • Economy Dry Cat Food
            • Mid-Priced Dry Cat Food
            • Premium Dry Cat Food
            • Wet Cat Food
              • Economy Wet Cat Food
              • Mid-Priced Wet Cat Food
              • Premium Wet Cat Food
            • Dog Food
              • Dog Treats and Mixers
                • Dog Mixers
                • Dog Treats
              • Dry Dog Food
                • Economy Dry Dog Food
                • Mid-Priced Dry Dog Food
                • Premium Dry Dog Food
                • Wet Dog Food
                  • Economy Wet Dog Food
                  • Mid-Priced Wet Dog Food
                  • Premium Wet Dog Food
              • Dog and Cat Food by Price Platform and Type
                • Dog and Cat Food by Price Platform (Excl Treats and Mixers)
                  • Economy Dog and Cat Food
                    • Economy Dry Cat Food
                    • Economy Dry Dog Food
                    • Economy Wet Cat Food
                    • Economy Wet Dog Food
                  • Mid-Priced Dog and Cat Food
                    • Mid-Priced Dry Cat Food
                    • Mid-Priced Dry Dog Food
                    • Mid-Priced Wet Cat Food
                    • Mid-Priced Wet Dog Food
                  • Premium Dog and Cat Food
                    • Premium Dry Cat Food
                      • Premium Dry Dog Food
                        • Premium Wet Cat Food
                          • Premium Wet Dog Food
                        • Dog and Cat Food by Price Platform (incl Treats and Mixers)
                          • Cat Food by Price Platform
                            • Cat Treats and Mixers
                              • Cat Mixers
                              • Cat Treats
                            • Economy Cat Food
                              • Economy Dry Cat Food
                              • Economy Wet Cat Food
                            • Mid-Priced Cat Food
                              • Mid-Priced Dry Cat Food
                              • Mid-Priced Wet Cat Food
                            • Premium Cat Food
                              • Premium Dry Cat Food
                                • Premium Wet Cat Food
                              • Dog Food by Price Platform
                                • Dog Treats and Mixers
                                  • Dog Mixers
                                  • Dog Treats
                                • Economy Dog Food
                                  • Economy Dry Dog Food
                                  • Economy Wet Dog Food
                                • Mid-Priced Dog Food
                                  • Mid-Priced Dry Dog Food
                                  • Mid-Priced Wet Dog Food
                                • Premium Dog Food
                                  • Premium Dry Dog Food
                                    • Premium Wet Dog Food
                                • Dog and Cat Food by Type (Excl Treats and Mixers)
                                  • Dry Dog and Cat Food
                                    • Dry Cat Food
                                      • Economy Dry Cat Food
                                      • Mid-Priced Dry Cat Food
                                      • Premium Dry Cat Food
                                      • Dry Dog Food
                                        • Economy Dry Dog Food
                                        • Mid-Priced Dry Dog Food
                                        • Premium Dry Dog Food
                                      • Wet Dog and Cat Food
                                        • Wet Cat Food
                                          • Economy Wet Cat Food
                                          • Mid-Priced Wet Cat Food
                                          • Premium Wet Cat Food
                                          • Wet Dog Food
                                            • Economy Wet Dog Food
                                            • Mid-Priced Wet Dog Food
                                            • Premium Wet Dog Food
                                      • Other Pet Food
                                        • Bird Food
                                        • Fish Food
                                        • Small Mammal/Reptile Food
                                    • Pet Products
                                      • Cat Litter
                                      • Pet Healthcare
                                      • Pet Dietary Supplements
                                      • Other Pet Products

                                  Statistics Included

                                  For each category and subcategory you will receive the following data in Excel format:

                                  From Passport

                                  • Market Sizes
                                  • Company Shares
                                  • Brand Shares
                                  • Distribution
                                  • Pricing
                                  • Analysis by Type
                                  • Number of Vets
                                  • Pet Ownership
                                  • Pet Population
                                  • Prepared Gap
                                  • Product by Life-Cycle
                                  • Products by Ingredient

                                  Market size details:

                                  • Retail volume
                                  • Retail volume % growth
                                  • Retail volume per capita
                                  • Retail value retail selling price % growth
                                  • Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY
                                  • Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
                                  • Retail value manufacturer selling price % growth
                                  • Retail value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
                                  • Retail value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY

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