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Pet Care in
Greece

Country Report

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Executive Summary

Jun 2019
Recovery from recession and strengthening consumer confidence support pet care sales

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.

Animal abuse prevention results in amendments to the 2012 Animals Protection Law

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.

Multinationals retain their lead in the fragmented Greek market

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.

Supermarkets encroach on pet shops’ share of sales with a wider offer and competitive prices

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.

Growing popularity of cats and smaller dog breeds suited to modern living indicate a stronger performance for pet care over the forecast period

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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Pet Care in Greece

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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.

Pet Care in Greece

EXECUTIVE SUMMARY

Recovery from recession and strengthening consumer confidence support pet care sales
Animal abuse prevention results in amendments to the 2012 Animals Protection Law
Multinationals retain their lead in the fragmented Greek market
Supermarkets encroach on pet shops’ share of sales with a wider offer and competitive prices
Growing popularity of cats and smaller dog breeds suited to modern living indicate a stronger performance for pet care over the forecast period

MARKET INDICATORS

Table 1 Pet Populations 2014-2019

MARKET DATA

Table 2 Sales of Pet Food by Category: Volume 2014-2019
Table 3 Sales of Pet Care by Category: Value 2014-2019
Table 4 Sales of Pet Food by Category: % Volume Growth 2014-2019
Table 5 Sales of Pet Care by Category: % Value Growth 2014-2019
Table 6 NBO Company Shares of Pet Food: % Value 2014-2018
Table 7 LBN Brand Shares of Pet Food: % Value 2015-2018
Table 8 NBO Company Shares of Dog and Cat Food: % Value 2014-2018
Table 9 LBN Brand Shares of Dog and Cat Food: % Value 2015-2018
Table 10 Penetration of Private Label in Pet Care by Category: % Value 2014-2019
Table 11 Distribution of Pet Care by Format: % Value 2014-2019
Table 12 Distribution of Pet Care by Format and Category: % Value 2019
Table 13 Distribution of Dog and Cat Food by Format: % Value 2014-2019
Table 14 Distribution of Dog and Cat Food by Format and Category: % Value 2019
Table 15 Forecast Sales of Pet Food by Category: Volume 2019-2024
Table 16 Forecast Sales of Pet Care by Category: Value 2019-2024
Table 17 Forecast Sales of Pet Food by Category: % Volume Growth 2019-2024
Table 18 Forecast Sales of Pet Care by Category: % Value Growth 2019-2024

DEFINITIONS

SOURCES

Summary 1 Research Sources

Cat Food in Greece

HEADLINES

PROSPECTS

Stray cat problem to be addressed in amendments to the Animals Protection Law
Cost remains key in the equally popular wet and dry cat food
Ongoing debate surrounding cats’ protein requirements

COMPETITIVE LANDSCAPE

Product innovation and diversification are essential for maintaining share in cat food
New domestic manufacturer Mojestik makes its presence felt with a high quality, affordably priced offer and service
Cautious spending benefits private label sales in cat food

CATEGORY INDICATORS

Table 19 Cat Owning Households: % Analysis 2014-2019
Table 20 Cat Population 2014-2019
Table 21 Consumption of Cat Food by Prepared vs Non-prepared: % Analysis 2014-2019

CATEGORY DATA

Summary 2 Cat Food by Price Band
Table 22 Sales of Cat Food by Category: Volume 2014-2019
Table 23 Sales of Cat Food by Category: Value 2014-2019
Table 24 Sales of Cat Food by Category: % Volume Growth 2014-2019
Table 25 Sales of Cat Food by Category: % Value Growth 2014-2019
Table 26 Sales of Dry Cat Food by Life-Cycle: % Value 2014-2018
Table 27 Sales of Wet Cat Food by Life-Cycle: % Value 2014-2018
Table 28 NBO Company Shares of Cat Food: % Value 2014-2018
Table 29 LBN Brand Shares of Cat Food: % Value 2015-2018
Table 30 LBN Brand Shares of Cat Treats: % Value 2015-2018
Table 31 Distribution of Cat Food by Format: % Value 2014-2019
Table 32 Forecast Sales of Cat Food by Category: Volume 2019-2024
Table 33 Forecast Sales of Cat Food by Category: Value 2019-2024
Table 34 Forecast Sales of Cat Food by Category: % Volume Growth 2019-2024
Table 35 Forecast Sales of Cat Food by Category: % Value Growth 2019-2024

Dog Food in Greece

HEADLINES

PROSPECTS

Smaller dogs mean smaller volumes, but increased value
Preference for dry dog food results in a wider private label offering in the economy segment
Human food trends starting to appear in dog food

COMPETITIVE LANDSCAPE

Discounter Lidl unsettles leaders Nestlé and Mars with its affordable range of quality food
Confusion reigns, resulting in a decline for Royal Canin
Internet retailing remains the fastest growing distribution channel

CATEGORY INDICATORS

Table 36 Dog Owning Households: % Analysis 2014-2019
Table 37 Dog Population 2014-2019
Table 38 Consumption of Dog Food by Prepared vs Non-prepared: % Analysis 2014-2019

CATEGORY DATA

Summary 3 Dog Food by Price Band
Table 39 Sales of Dog Food by Category: Volume 2014-2019
Table 40 Sales of Dog Food by Category: Value 2014-2019
Table 41 Sales of Dog Food by Category: % Volume Growth 2014-2019
Table 42 Sales of Dog Food by Category: % Value Growth 2014-2019
Table 43 Sales of Dry Dog Food by Life-Cycle: % Value 2014-2018
Table 44 Sales of Wet Dog Food by Life-Cycle: % Value 2014-2018
Table 45 NBO Company Shares of Dog Food: % Value 2014-2018
Table 46 LBN Brand Shares of Dog Food: % Value 2015-2018
Table 47 LBN Brand Shares of Dog Treats: % Value 2015-2018
Table 48 Distribution of Dog Food by Format: % Value 2014-2019
Table 49 Forecast Sales of Dog Food by Category: Volume 2019-2024
Table 50 Forecast Sales of Dog Food by Category: Value 2019-2024
Table 51 Forecast Sales of Dog Food by Category: % Volume Growth 2019-2024
Table 52 Forecast Sales of Dog Food by Category: % Value Growth 2019-2024

Other Pet Food in Greece

HEADLINES

PROSPECTS

Sales suffer as the popularity of other pets wanes
Home-made food for birds and small mammals adversely impacts sales of prepared food
Premiumisation slow to emerge in other pet food

COMPETITIVE LANDSCAPE

Independent specialists lead and big players let them
Unbranded food meets the needs of most birds and reptiles and their owners
Small mammals remain popular with children and present an opportunity for manufacturers

CATEGORY INDICATORS

Table 53 Other Pet Population 2014-2019

CATEGORY DATA

Table 54 Sales of Other Pet Food by Category: Volume 2014-2019
Table 55 Sales of Other Pet Food by Category: Value 2014-2019
Table 56 Sales of Other Pet Food by Category: % Volume Growth 2014-2019
Table 57 Sales of Other Pet Food by Category: % Value Growth 2014-2019
Table 58 LBN Brand Shares of Bird Food: % Value 2015-2018
Table 59 LBN Brand Shares of Fish Food: % Value 2015-2018
Table 60 LBN Brand Shares of Small Mammal/Reptile Food: % Value 2015-2018
Table 61 Distribution of Other Pet Food by Format: % Value 2014-2019
Table 62 Forecast Sales of Other Pet Food by Category: Volume 2019-2024
Table 63 Forecast Sales of Other Pet Food by Category: Value 2019-2024
Table 64 Forecast Sales of Other Pet Food by Category: % Volume Growth 2019-2024
Table 65 Forecast Sales of Other Pet Food by Category: % Value Growth 2019-2024

Pet Products in Greece

HEADLINES

PROSPECTS

Owners’ concern about their pets’ health and wellbeing supports sales
Cat litter returns to growth
Pet healthcare remains a negligible category while other pet products suffers a further heavy decline

COMPETITIVE LANDSCAPE

Leading players compete for sales in a shrinking category
Tech companies venturing into pet products
Rising health awareness set to impact pet products

CATEGORY DATA

Table 66 Sales of Pet Products by Category: Value 2014-2019
Table 67 Sales of Pet Products by Category: % Value Growth 2014-2019
Table 68 Sales of Other Pet Products by Type: % Value 2014-2019
Table 69 NBO Company Shares of Pet Products: % Value 2014-2018
Table 70 LBN Brand Shares of Pet Products: % Value 2015-2018
Table 71 Distribution of Pet Products by Format: % Value 2014-2019
Table 72 Forecast Sales of Pet Products by Category: Value 2019-2024
Table 73 Forecast Sales of Pet Products by Category: % Value Growth 2019-2024