Pet Care in Greece
May 2020

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
Rise in pet ownership and a focus on animal welfare bolster pet care
Health and wellbeing drive spending as human trends spill over into pet care
Multinationals maintain lead while smaller companies exploit more polarised demand
Supermarkets show agility as e-commerce continues to make inroads
Healthy products and scope for innovation point to a stronger performance for pet care over the forecast period
MARKET INDICATORS
Table 1 Pet Populations 2015-2020
MARKET DATA
Table 2 Sales of Pet Food by Category: Volume 2015-2020
Table 3 Sales of Pet Care by Category: Value 2015-2020
Table 4 Sales of Pet Food by Category: % Volume Growth 2015-2020
Table 5 Sales of Pet Care by Category: % Value Growth 2015-2020
Table 6 NBO Company Shares of Pet Food: % Value 2015-2019
Table 7 LBN Brand Shares of Pet Food: % Value 2016-2019
Table 8 NBO Company Shares of Dog and Cat Food: % Value 2015-2019
Table 9 LBN Brand Shares of Dog and Cat Food: % Value 2016-2019
Table 10 Penetration of Private Label in Pet Care by Category: % Value 2015-2020
Table 11 Distribution of Pet Care by Format: % Value 2015-2020
Table 12 Distribution of Pet Care by Format and Category: % Value 2020
Table 13 Distribution of Dog and Cat Food by Format: % Value 2015-2020
Table 14 Distribution of Dog and Cat Food by Format and Category: % Value 2020
Table 15 Forecast Sales of Pet Food by Category: Volume 2020-2025
Table 16 Forecast Sales of Pet Care by Category: Value 2020-2025
Table 17 Forecast Sales of Pet Food by Category: % Volume Growth 2020-2025
Table 18 Forecast Sales of Pet Care by Category: % Value Growth 2020-2025
CORONAVIRUS (COVID-19)
DEFINITIONS
SOURCES
Summary 1 Research Sources
HEADLINES
PROSPECTS
Decline in sales reflects falling popularity of other pets
Falling populations and home-made food impacts on sales of prepared foods for birds and small mammals
Relative lack of premiumisation in other pet food reflects more specialised demand
COMPETITIVE LANDSCAPE
Leaders disturbed by rise of Astron Chemicals Hellas in fish food
Brit finds niche in super-premium rabbit food
Small mammals maintain universal appeal and provide scope for product variety
CATEGORY INDICATORS
Table 19 Other Pet Population 2015-2020
CATEGORY DATA
Table 20 Sales of Other Pet Food by Category: Volume 2015-2020
Table 21 Sales of Other Pet Food by Category: Value 2015-2020
Table 22 Sales of Other Pet Food by Category: % Volume Growth 2015-2020
Table 23 Sales of Other Pet Food by Category: % Value Growth 2015-2020
Table 24 LBN Brand Shares of Bird Food: % Value 2016-2019
Table 25 LBN Brand Shares of Fish Food: % Value 2016-2019
Table 26 LBN Brand Shares of Small Mammal/Reptile Food: % Value 2016-2019
Table 27 Distribution of Other Pet Food by Format: % Value 2015-2020
Table 28 Forecast Sales of Other Pet Food by Category: Volume 2020-2025
Table 29 Forecast Sales of Other Pet Food by Category: Value 2020-2025
Table 30 Forecast Sales of Other Pet Food by Category: % Volume Growth 2020-2025
Table 31 Forecast Sales of Other Pet Food by Category: % Value Growth 2020-2025
HEADLINES
PROSPECTS
Innovation in cat litter expected to boost sales among pet owners in small apartments
Growth in dietary supplements as owners invest in animal health and wellbeing
Niche opportunities in pet healthcare as decline slows in other pet products
COMPETITIVE LANDSCAPE
Traditional players face evolving demand as tentative growth returns
Jumbo SA gaining strength in pet accessories as small Greek companies build an online presence
Growing awareness of pet health drives new products
CATEGORY DATA
Table 32 Sales of Pet Products by Category: Value 2015-2020
Table 33 Sales of Pet Products by Category: % Value Growth 2015-2020
Table 34 Sales of Pet Healthcare by Type: % Value 2015-2020
Table 35 Sales of Other Pet Products by Type: % Value 2015-2020
Table 36 NBO Company Shares of Pet Products: % Value 2015-2019
Table 37 LBN Brand Shares of Pet Products: % Value 2016-2019
Table 38 Distribution of Pet Products by Format: % Value 2015-2020
Table 39 Forecast Sales of Pet Products by Category: Value 2020-2025
Table 40 Forecast Sales of Pet Products by Category: % Value Growth 2020-2025
HEADLINES
PROSPECTS
More companies find ways to capitalise on trends for a raw diet and quality food
Cold-pressed food provides opportunities amid wider growth in dry food
Dog food continues to mirror human diet trends, prompting investment in premium offerings
COMPETITIVE LANDSCAPE
Nestlé and Mars see the mid-priced segment squeezed by growth in economy and premium dog foods
Astron Chemicals Hellas poised to launch insect-based dog foods
E-commerce shows further strong growth as consumers benefit from convenience
CATEGORY INDICATORS
Table 41 Dog Owning Households: % Analysis 2015-2020
Table 42 Dog Population 2015-2020
Table 43 Consumption of Dog Food by Prepared vs Non-prepared: % Analysis 2015-2020
CATEGORY DATA
Summary 2 Dog Food by Price Band 2020
Table 44 Sales of Dog Food by Category: Volume 2015-2020
Table 45 Sales of Dog Food by Category: Value 2015-2020
Table 46 Sales of Dog Food by Category: % Volume Growth 2015-2020
Table 47 Sales of Dog Food by Category: % Value Growth 2015-2020
Table 48 Sales of Dry Dog Food by Life-Cycle: % Value 2015-2020
Table 49 Sales of Wet Dog Food by Life-Cycle: % Value 2015-2020
Table 50 NBO Company Shares of Dog Food: % Value 2015-2019
Table 51 LBN Brand Shares of Dog Food: % Value 2016-2019
Table 52 LBN Brand Shares of Dog Treats: % Value 2016-2019
Table 53 Distribution of Dog Food by Format: % Value 2015-2020
Table 54 Forecast Sales of Dog Food by Category: Volume 2020-2025
Table 55 Forecast Sales of Dog Food by Category: Value 2020-2025
Table 56 Forecast Sales of Dog Food by Category: % Volume Growth 2020-2025
Table 57 Forecast Sales of Dog Food by Category: % Value Growth 2020-2025
HEADLINES
PROSPECTS
Continued growth in cat food with a trend for more specialised premium foods
Dry cat food retains lead due to cost and shelf life, with stronger growth for wet cat food
Upward trend in raw food as questions remain over cats’ protein requirements
COMPETITIVE LANDSCAPE
Mars and Nestlé retain top positions thanks to wide ranges and healthier pet foods
Emergence of the Brit brand with a pioneering line of pet health products
Mojestik capitalises on preference for Greek products and ingredients
CATEGORY INDICATORS
Table 58 Cat Owning Households: % Analysis 2015-2020
Table 59 Cat Population 2015-2020
Table 60 Consumption of Cat Food by Prepared vs Non-prepared: % Analysis 2015-2020
CATEGORY DATA
Summary 3 Cat Food by Price Band 2020
Table 61 Sales of Cat Food by Category: Volume 2015-2020
Table 62 Sales of Cat Food by Category: Value 2015-2020
Table 63 Sales of Cat Food by Category: % Volume Growth 2015-2020
Table 64 Sales of Cat Food by Category: % Value Growth 2015-2020
Table 65 Sales of Dry Cat Food by Life-Cycle: % Value 2015-2020
Table 66 Sales of Wet Cat Food by Life-Cycle: % Value 2015-2020
Table 67 NBO Company Shares of Cat Food: % Value 2015-2019
Table 68 LBN Brand Shares of Cat Food: % Value 2016-2019
Table 69 LBN Brand Shares of Cat Treats: % Value 2016-2019
Table 70 Distribution of Cat Food by Format: % Value 2015-2020
Table 71 Forecast Sales of Cat Food by Category: Volume 2020-2025
Table 72 Forecast Sales of Cat Food by Category: Value 2020-2025
Table 73 Forecast Sales of Cat Food by Category: % Volume Growth 2020-2025
Table 74 Forecast Sales of Cat Food by Category: % Value Growth 2020-2025