Pet care in Greece recorded its strongest current value growth of the review period in 2019. The industry’s performance continued to be supported by the pet humanisation and premiumisation trends, with many owners becoming increasingly aware of how good nutrition can help to maintain the health and wellbeing of their animals.
Pets in Greece have become increasingly important to many consumers, having provided comfort and companionship during the long recession. This has led to the Ministry of Rural Development announcing amendments to the 2012 Animals Protection Law, seeking to prevent animal abuse and give municipalities more power to deal with strays.
Nestlé Hellas continued to lead pet care in Greece in 2018, closely followed by Mars Hellas, with these being the only two manufacturers to command a double-digit value share. 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.
Pet shops retained its position as the leading distribution channel for pet care at the end of the review period, but its share of sales is falling as supermarkets gains ground. Predictions are that the gap will close further as supermarkets add even more variety and better quality ranges to their product lines in the growing number of outlets.
Although the Greek market is considered mature, it will continue to see growth as the value that owners put on their pets will not wane. The market is expected to record a better performance over the forecast period when compared to the review period as the country is predicted to continue to slowly recover from its debt crisis.
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This industry report originates from Passport, our Pet Care market research database.