With pets increasingly being seen as fully fledged members of the family, their owners are seeking new and innovative products which can improve the health and wellbeing of their animals and help them to live longer. Sales of pet dietary supplements with various positionings, such as to improve oral health, promote a shiny coat or help combat ailments such as arthritis, as well as more niche products like mobility aids for disabled pets, have all seen sales strengthen and grow.
Cat litter returned to growth in 2019, having been on a downward trajectory since 2010, like many other categories suffering from the effects of the long recession. Cat litter value sales are now starting to rise as the economy slowly recovers and more cat owners are again willing to spend money on this type of product.
Although pet healthcare remained a negligible category in 2019, Greece has witnessed the emergence of various niche products in this space. One such example is sun protection lotions for dogs.
Nestlé Hellas remained the leading player in pet products in 2018, primarily thanks to its strength in cat litter, by far the largest category in value terms. However, pet products overall remained a very fragmented category.
As is being seen in other countries, new tech start-ups are also emerging in Greece. One of these is NanoSanitas, which is focusing on the use of nanotechnology to help support pet health.
The rise of the healthy living trend in Greece is expected to increasingly spill over from products for humans to those for pets over the coming years. Indeed, Nestlé and Mars are two companies which are focusing on this area.
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This industry report originates from Passport, our Pet Care market research database.