Other Pet Food in Greece

PROSPECTS

Sales suffer as the popularity of other pets wanes

Other pet food in Greece continued to struggle in 2019, with all categories registering a further decline in both retail volume and current value terms. Over the review period the fish and reptile populations witnessed the heaviest declines.

Home-made food for birds and small mammals adversely impacts sales of prepared food

The bird population in Greece also fell slowly over the review period, leading to bird food recording a heavier decline in 2019 when compared to the previous two years. However, keeping pigeons is becoming a more popular pastime because they can be trained, and pigeon food is also easy to access.

Premiumisation slow to emerge in other pet food

Premiumisation has been slow to emerge in other pet food in Greece, with the economy and mid-priced segments continuing to account for the majority of sales. Premiumisation has mostly been seen in small mammal food, particularly for rabbits, with little activity in this area witnessed in fish, bird and reptile food as these categories have not been influenced by the humanisation trend to the same degree.

COMPETITIVE LANDSCAPE

Independent specialists lead and big players let them

The competitive environment in other pet food remained stable in 2018. The category continued to be led by Pet Line, closely followed by Georgiadis & Co.

Unbranded food meets the needs of most birds and reptiles and their owners

Greek bird owners typically buy cheap bird food in bulk, as special diets are not necessary for birds and price is a factor in the purchase decision. Bird and fish owners do not typically have close relationships with their pets, which results in little activity in the bird and fish food categories.

Small mammals remain popular with children and present an opportunity for manufacturers

Small mammals hold universal appeal among children (and parents), being good “first pets” which require little maintenance and have low costs. The Greek market is expected to continue to benefit from the anticipated increase in the pet rabbit population, with the number of brands and product variety for such pets significantly increasing year-on-year.

Files are delivered directly into your account within a few minutes of purchase.