Dog Food in Greece

2021 IMPACT

The lockdown periods boost dog ownership; however, many consumers trade down

Due to the outbreak of COVID-19 in Greece, many members of the public were out of work or working from home, with lockdown and closures impacting their regular employment. With financial insecurity high, price sensitivity increased in the country.

The humanisation trend increases consumer demand for premium offerings

The growing interest in premiumisation is continuing to rise in the country. Although the average income of a Greek citizen has declined due to the COVID-19 pandemic, some pet owners are still willing to spend a considerable amount of money on their dogs.

E-commerce shows further growth as consumers benefit from convenience

E-commerce remains the fastest-growing channel for dog food in 2021, having seen growth aligned to COVID-19 and the lockdown periods. During times of home seclusion, many consumers turned to the online channel as a safer form of retailing.

RECOVERY AND OPPORTUNITIES

Rising interest in healthy offerings shapes innovation on the landscape

Across the forecast period, we expect to see growth in the trend for healthier dog food options. For example, dog foods without added wheat, soy or corn, grain-free or low grain, as well as options that are lower on the glycaemic index, biologically appropriate, and ones that are a strong source of animal protein, will all be increasingly popular.

The BARF food trend is set to grow, driving sales in premium dog food

BARF food is a trend that is set to continue growing on the Greek market. Dog owners in 2021 are showing an increasing willingness to feed their pets the bones and raw food (BARF) diet.

Cold-pressed food provides opportunities for growth across the forecast period

A growing trend across the forecast period will be seen in cold-pressed dog food in the shape of rounded pellets. Cold pressing is a method of manufacture in which the ingredients are not subjected to high temperatures.