Other Pet Food in Greece

PROSPECTS

Premiumisation emerges slowly in other pet food

Premiumisation is a new trend in other pet food, where mid-priced and economy products accounted for the lion’s share of sales during the review period. It is mostly in small mammal food where premium brands witnessed momentum and more specifically food for rabbits, while the premiumisation trend is at an embryonic stage in fish, bird and reptile food, as these pet food sales are not influenced by the humanisation trend to the same degree.

Maturity slows growth

Other pet ownership declined slowly during the review period, albeit with some increase in the rabbit and bird populations. The recession boosted other pet ownership given the lower maintenance cost of other pets, in comparison to dogs for instance.

Fish food is set to remain the worst performer

Fish food sales are expected to decline further. The high cost of maintaining an aquarium will put many consumers off investing in one.

COMPETITIVE LANDSCAPE

Competitive landscape witnesses fluctuations and changes

In 2017 Perfect Pet started importing the Bunny Nature brand after Leading Paws Ltd ceased its collaboration for its import. Lydia SA remained a key player with Beaphar, although the brand lost value share in small mammal/reptile food.

Fragmentation as more players enter

Fragmentation is a key trend in the competitive landscape of pet food overall in Greece. In other pet food however, the number of new players entering the category increased at a faster pace, given the lack of very established brands in the category and the higher growth potential.

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