Executive Summary

Jun 2019
PROSPECTS
Owners’ concern about their pets’ health and wellbeing supports sales

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 returns to growth

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.

Pet healthcare remains a negligible category while other pet products suffers a further heavy decline

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.

COMPETITIVE LANDSCAPE
Leading players compete for sales in a shrinking category

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.

Tech companies venturing into pet products

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.

Rising health awareness set to impact pet products

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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Pet Products in Greece

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Overview

Discover the latest market trends and uncover sources of future market growth for the Pet Products 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 Products industry in Greece, our research will save you time and money while empowering you to make informed, profitable decisions.

The Pet Products in Greece market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic 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 Products in Greece?
  • What are the major brands in Greece?
  • What are the key product launches?
  • How have worming and flea product fared against other products within pet healthcare?

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 Products in Greece - Category analysis

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 1 Sales of Pet Products by Category: Value 2014-2019
Table 2 Sales of Pet Products by Category: % Value Growth 2014-2019
Table 3 Sales of Other Pet Products by Type: % Value 2014-2019
Table 4 NBO Company Shares of Pet Products: % Value 2014-2018
Table 5 LBN Brand Shares of Pet Products: % Value 2015-2018
Table 6 Distribution of Pet Products by Format: % Value 2014-2019
Table 7 Forecast Sales of Pet Products by Category: Value 2019-2024
Table 8 Forecast Sales of Pet Products by Category: % Value Growth 2019-2024

Pet Care in Greece - Industry Overview

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 9 Pet Populations 2014-2019

MARKET DATA

Table 10 Sales of Pet Food by Category: Volume 2014-2019
Table 11 Sales of Pet Care by Category: Value 2014-2019
Table 12 Sales of Pet Food by Category: % Volume Growth 2014-2019
Table 13 Sales of Pet Care by Category: % Value Growth 2014-2019
Table 14 NBO Company Shares of Pet Food: % Value 2014-2018
Table 15 LBN Brand Shares of Pet Food: % Value 2015-2018
Table 16 NBO Company Shares of Dog and Cat Food: % Value 2014-2018
Table 17 LBN Brand Shares of Dog and Cat Food: % Value 2015-2018
Table 18 Penetration of Private Label in Pet Care by Category: % Value 2014-2019
Table 19 Distribution of Pet Care by Format: % Value 2014-2019
Table 20 Distribution of Pet Care by Format and Category: % Value 2019
Table 21 Distribution of Dog and Cat Food by Format: % Value 2014-2019
Table 22 Distribution of Dog and Cat Food by Format and Category: % Value 2019
Table 23 Forecast Sales of Pet Food by Category: Volume 2019-2024
Table 24 Forecast Sales of Pet Care by Category: Value 2019-2024
Table 25 Forecast Sales of Pet Food by Category: % Volume Growth 2019-2024
Table 26 Forecast Sales of Pet Care by Category: % Value Growth 2019-2024

DEFINITIONS

SOURCES

Summary 1 Research Sources