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Country Report

Pet Care in

Pet Care in Greece

43 pages, May 2018

US$2,100

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Executive Summary

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The recession and low consumer confidence shape trends in pet care

With Greece in recession for almost a decade there were minimal developments in pet food and pet care. Polarisation gathered pace at the end of the review period.

Low disposable incomes pose an obstacle to growth

Although pet care was more recession-proof in comparison to other FMCG categories, amidst the economic turmoil Greek consumers reduced spending on pet food and pet care. While volume sales post minor fluctuation, value comes under pressure in 2018, partly because of increasingly prominent discounting activities, but also because pet owners became more price sensitive and either trade down to cheaper brands, opt for larger pack sizes that save money, shop based on discounts or switch to alternative channels such as the internet where prices are more competitive.

Despite fragmentation, Nestlé Hellas and Mars Hellas continue to lead sales

Pet food and pet care in Greece remained fragmented in 2017. Trade sources estimate that more than 250 brands participate in the Greek pet care industry, with the majority of them claiming a marginal value share.

Internet retailing thrives and hypermarkets regains some lost sales share

The most dynamic channel in 2018 is set to be internet retailing, with sales of pet food and pet care via e-shops posting an increase at the expense of other channels. Convenience and lower prices are primarily what drive Greek pet owners to e-shops, while the much wider brand and product availability together with the significant increase in the number of internet-only pet shops are other key factors contributing to the growth of pet care internet retailing.

Uncertainty remains amid economic turmoil

Fluctuations in disposable incomes will continue to play a vital role in both value and volume growth. Although during the review period pet care sales were quite resilient to the sharp decline Greeks witnessed in their purchasing power, at least with regard to volume sales, should incomes decline further having a pet will be unaffordable for most households.

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Pet Care Sample Report Sample Data Extraction

Overview

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.

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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.

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Pet Care in Greece

EXECUTIVE SUMMARY

The recession and low consumer confidence shape trends in pet care

Low disposable incomes pose an obstacle to growth

Despite fragmentation, Nestlé Hellas and Mars Hellas continue to lead sales

Internet retailing thrives and hypermarkets regains some lost sales share

Uncertainty remains amid economic turmoil

MARKET INDICATORS

Table 1 Pet Populations 2013-2018

MARKET DATA

Table 2 Sales of Pet Food by Category: Volume 2013-2018
Table 3 Sales of Pet Care by Category: Value 2013-2018
Table 4 Sales of Pet Food by Category: % Volume Growth 2013-2018
Table 5 Sales of Pet Care by Category: % Value Growth 2013-2018
Table 6 NBO Company Shares of Pet Food: % Value 2013-2017
Table 7 LBN Brand Shares of Pet Food: % Value 2014-2017
Table 8 NBO Company Shares of Dog and Cat Food: % Value 2013-2017
Table 9 LBN Brand Shares of Dog and Cat Food: % Value 2014-2017
Table 10 Penetration of Private Label in Pet Care by Category: % Value 2013-2017
Table 11 Distribution of Pet Care by Format: % Value 2013-2018
Table 12 Distribution of Pet Care by Format and Category: % Value 2018
Table 13 Distribution of Dog and Cat Food by Format: % Value 2013-2018
Table 14 Distribution of Dog and Cat Food by Format and Category: % Value 2018
Table 15 Forecast Sales of Pet Food by Category: Volume 2018-2023
Table 16 Forecast Sales of Pet Care by Category: Value 2018-2023
Table 17 Forecast Sales of Pet Food by Category: % Volume Growth 2018-2023
Table 18 Forecast Sales of Pet Care by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources

Cat Food in Greece

HEADLINES

PROSPECTS

Internet retailing gains value share in cat food

Wet cat food performance improves

Low consumer confidence hinders value growth for cat food

COMPETITIVE LANDSCAPE

Leading players in cat food remain unchanged

Single-serve is in the development spotlight

Lidl and Sklavenitis drive growth for private label

CATEGORY INDICATORS

Table 19 Cat Owning Households: % Analysis 2013-2018
Table 20 Cat Population 2013-2018
Table 21 Consumption of Cat Food by Prepared vs Non-prepared: % Analysis 2013-2018

CATEGORY DATA

Summary 2 Cat Food by Price Band 2018
Table 22 Sales of Cat Food by Category: Volume 2013-2018
Table 23 Sales of Cat Food by Category: Value 2013-2018
Table 24 Sales of Cat Food by Category: % Volume Growth 2013-2018
Table 25 Sales of Cat Food by Category: % Value Growth 2013-2018
Table 26 Sales of Premium Cat Food by Category: Value 2013-2018
Table 27 Sales of Premium Cat Food by Category: % Value Growth 2013-2018
Table 28 Sales of Dry Cat Food by Life-Cycle: % Value 2013-2018
Table 29 Sales of Wet Cat Food by Life-Cycle: % Value 2013-2018
Table 30 NBO Company Shares of Cat Food: % Value 2013-2017
Table 31 LBN Brand Shares of Cat Food: % Value 2014-2017
Table 32 LBN Brand Shares of Cat Treats: % Value 2014-2017
Table 33 Forecast Sales of Cat Food by Category: Volume 2018-2023
Table 34 Forecast Sales of Cat Food by Category: Value 2018-2023
Table 35 Forecast Sales of Cat Food by Category: % Volume Growth 2018-2023
Table 36 Forecast Sales of Cat Food by Category: % Value Growth 2018-2023

Dog Food in Greece

HEADLINES

PROSPECTS

Internet retailing gains ground

Polarisation is the key trend, squeezing sales of mid-priced products

Changes in dog ownership affect volume growth

COMPETITIVE LANDSCAPE

Nestlé Hellas and Mars Hellas lead sales

Dog food becomes more fragmented

Private label growth driven by increased footfall in Lidl and Sklavenitis

CATEGORY INDICATORS

Table 37 Dog Owning Households: % Analysis 2013-2018
Table 38 Dog Population 2013-2018
Table 39 Consumption of Dog Food by Prepared vs Non-prepared: % Analysis 2013-2018

CATEGORY DATA

Summary 3 Dog Food by Price Band 2018
Table 40 Sales of Dog Food by Category: Volume 2013-2018
Table 41 Sales of Dog Food by Category: Value 2013-2018
Table 42 Sales of Dog Food by Category: % Volume Growth 2013-2018
Table 43 Sales of Dog Food by Category: % Value Growth 2013-2018
Table 44 Sales of Premium Dog Food by Category: Value 2013-2018
Table 45 Sales of Premium Dog Food by Category: % Value Growth 2013-2018
Table 46 Sales of Dry Dog Food by Life-Cycle: % Value 2013-2018
Table 47 Sales of Wet Dog Food by Life-Cycle: % Value 2013-2018
Table 48 NBO Company Shares of Dog Food: % Value 2013-2017
Table 49 LBN Brand Shares of Dog Food: % Value 2014-2017
Table 50 LBN Brand Shares of Dog Treats: % Value 2014-2017
Table 51 Forecast Sales of Dog Food by Category: Volume 2018-2023
Table 52 Forecast Sales of Dog Food by Category: Value 2018-2023
Table 53 Forecast Sales of Dog Food by Category: % Volume Growth 2018-2023
Table 54 Forecast Sales of Dog Food by Category: % Value Growth 2018-2023

Other Pet Food in Greece

HEADLINES

PROSPECTS

Premiumisation emerges slowly in other pet food

Maturity slows growth

Fish food is set to remain the worst performer

COMPETITIVE LANDSCAPE

Competitive landscape witnesses fluctuations and changes

Fragmentation as more players enter

CATEGORY INDICATORS

Table 55 Other Pet Population 2013-2018

CATEGORY DATA

Table 56 Sales of Other Pet Food by Category: Volume 2013-2018
Table 57 Sales of Other Pet Food by Category: Value 2013-2018
Table 58 Sales of Other Pet Food by Category: % Volume Growth 2013-2018
Table 59 Sales of Other Pet Food by Category: % Value Growth 2013-2018
Table 60 LBN Brand Shares of Bird Food: % Value 2014-2017
Table 61 LBN Brand Shares of Fish Food: % Value 2014-2017
Table 62 LBN Brand Shares of Small Mammal/Reptile Food: % Value 2014-2017
Table 63 Forecast Sales of Other Pet Food by Category: Volume 2018-2023
Table 64 Forecast Sales of Other Pet Food by Category: Value 2018-2023
Table 65 Forecast Sales of Other Pet Food by Category: % Volume Growth 2018-2023
Table 66 Forecast Sales of Other Pet Food by Category: % Value Growth 2018-2023

Pet Products in Greece

HEADLINES

PROSPECTS

Gloomy forecast amid low consumer confidence

Value losses are expected

COMPETITIVE LANDSCAPE

Low brand loyalty results in fluctuations

Provet’s collapse creates room for new players

Pet products becomes increasingly fragmented

CATEGORY DATA

Table 67 Sales of Pet Products by Category: Value 2013-2018
Table 68 Sales of Pet Products by Category: % Value Growth 2013-2018
Table 69 Sales of Other Pet Products by Type: % Value 2013-2018
Table 70 Forecast Sales of Pet Products by Category: Value 2018-2023
Table 71 Forecast Sales of Pet Products by Category: % Value Growth 2018-2023

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Megatrends

Country Report

Pet Care in Greece

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Executive Summary

New Report Guarantee

The recession and low consumer confidence shape trends in pet care

Low disposable incomes pose an obstacle to growth

Despite fragmentation, Nestlé Hellas and Mars Hellas continue to lead sales

Internet retailing thrives and hypermarkets regains some lost sales share

Uncertainty remains amid economic turmoil

Samples

Overview

Why buy this report?

Samples: FAQs about samples

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Table of Contents

Pet Care in Greece

EXECUTIVE SUMMARY

The recession and low consumer confidence shape trends in pet care

Low disposable incomes pose an obstacle to growth

Despite fragmentation, Nestlé Hellas and Mars Hellas continue to lead sales

Internet retailing thrives and hypermarkets regains some lost sales share

Uncertainty remains amid economic turmoil

MARKET INDICATORS

MARKET DATA

DEFINITIONS

SOURCES

Cat Food in Greece

HEADLINES

PROSPECTS

Internet retailing gains value share in cat food

Wet cat food performance improves

Low consumer confidence hinders value growth for cat food

COMPETITIVE LANDSCAPE

Leading players in cat food remain unchanged

Single-serve is in the development spotlight

Lidl and Sklavenitis drive growth for private label

CATEGORY INDICATORS

CATEGORY DATA

Dog Food in Greece

HEADLINES

PROSPECTS

Internet retailing gains ground

Polarisation is the key trend, squeezing sales of mid-priced products

Changes in dog ownership affect volume growth

COMPETITIVE LANDSCAPE

Nestlé Hellas and Mars Hellas lead sales

Dog food becomes more fragmented

Private label growth driven by increased footfall in Lidl and Sklavenitis

CATEGORY INDICATORS

CATEGORY DATA

Other Pet Food in Greece

HEADLINES

PROSPECTS

Premiumisation emerges slowly in other pet food

Maturity slows growth

Fish food is set to remain the worst performer

COMPETITIVE LANDSCAPE

Competitive landscape witnesses fluctuations and changes

Fragmentation as more players enter

CATEGORY INDICATORS

CATEGORY DATA

Pet Products in Greece

HEADLINES

PROSPECTS

Gloomy forecast amid low consumer confidence

Value losses are expected

COMPETITIVE LANDSCAPE

Low brand loyalty results in fluctuations

Provet’s collapse creates room for new players

Pet products becomes increasingly fragmented

CATEGORY DATA

Why buy this report?

Want to find out more about this report?

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