Greek pet market surpasses baby-goods spending as births fall

Pet spending moves ahead of baby goods

Greek consumers now spend more on pet products and services than on baby goods, reflecting both the expansion of animal care and the country’s deteriorating demographic outlook. TheTOC estimates the pet market at more than €500-550 million a year, including food, accessories, hygiene and grooming products, veterinary care and other services. The broader baby-goods market is valued at a lower €350-440 million.

The comparison does not mean that households are simply replacing children with pets. TheTOC links the shift to high housing and living costs, the expense of raising a child and the lasting impact of Greece’s economic crisis during the 2010s. These pressures have delayed family formation and reduced the number of potential customers entering baby-product categories each year.

Births fell from 117,440 in 2009 to 65,618 in 2025, a decline of almost 50% and about 51,800 fewer births annually over 16 years. Greece recorded 68,467 births in 2024, meaning the total decreased by another 4.2% in 2025. The natural balance has also worsened: there were about 92 deaths for every 100 births in 2009, compared with 184 deaths per 100 births in 2024.

Pet food and specialist products drive growth

Pet food is the industry’s largest component, estimated at approximately €260-300 million or more. Supermarket pet-food turnover had already reached €131.2 million in 2023, according to Circana data cited by TheTOC. That makes the category material for grocery retailers as well as specialist pet shops, veterinary channels and suppliers.

Online sales remain a relatively small channel but show strong momentum in specialist products. Skroutz data indicate that turnover in its pet category increased by 215% between 2023 and 2026. Average annual spending per user rose by 53%, from €79 to €121, while average order value increased by 21%, from €34 to €41.

Premiumisation is particularly visible in products designed for specific health needs. Sales of clinical and medical diets increased by 375% over the three-year period. Orders for dry dog and cat food in large 12-15 kilogram packs rose by 421%, while demand also expanded for smart feeders, Wi-Fi water dispensers and other pet-care technology.

The gains extend beyond food. Turnover in grooming and transport products doubled over the three years. Bird supplements and vitamins increased by 280%, while bedding for rodent cages rose by 110%. Dog products still account for the larger share of Skroutz pet turnover, but cat-product sales climbed by 300%, compared with 200% for dog products.

Baby-product suppliers face a shrinking customer base

Baby nutrition represents about €51 million of the Greek market. GlobalData figures for 2024 put infant-formula sales at €47.2 million, with another approximately €3.6 million generated by liquid meals and other baby-food categories. The diaper market is estimated at €80-90 million annually, baby and children’s skincare at €25-30 million, and equipment such as strollers, car seats and bottles at €50-70 million.

Demographics present the central challenge for suppliers and retailers serving these categories. The average age at first childbirth has risen by about six years, from 26.2 to 32.2, while the population of women aged 25-44—the group accounting for roughly nine out of ten births—is contracting. For pet-market participants, the figures support further development of premium food, healthcare and online distribution. For baby-goods companies, they point to intensifying competition for a customer pool that is becoming smaller each year.