Mars is synonymous with chocolate. Not anymore. In Greece and beyond, pets are proving to be better customers. In fact, pet food including Whiskas brought Mars Hellas sales of 25.96 million euros, compared with 21.31 million euros, which was the contribution of chocolate products. Chewing gum and related products generated 10.10 million euros and food products 7.02 million euros.
Mars’s “cash register” reflects a broader change in the composition and consumer priorities of households. Births are declining, while the number of pets is increasing. In 47 countries tracked by Euromonitor International, the total number of dogs and cats exceeded 1 billion in 2025, up from just over 900 million in 2020, and is projected to surpass 1.1 billion by 2030.
Over the same period, the composite birth rate in the same markets fell from 17 per 1,000 inhabitants in 2020 to 16 in 2025 and is estimated to decline to just above 15 by the end of the decade.
For the industry around pets, the demographic change is also linked to the fact that pet owners spend more on their animals. In Europe, the pet food market has already reached 29.4 billion euros annually, with about 8.6 million tons of products and annual value growth of 4%.
For Mars Hellas, the growth of the market translated into higher turnover, but not into higher profitability. Sales increased by 5% to 64.39 million euros. The cost of goods sold, however, rose to 41.21 million euros from 34.97 million euros, squeezing gross profit to 23.18 million euros from 26.33 million euros.
Net profits fell to 5.59 million euros, compared with 6.33 million euros, while the net profit margin declined to 8.68% from 10.33%. The company employed an average of 92 workers, compared with 91 in 2024, with total employee benefits costs approaching 6 million. The board of directors proposes the distribution of a dividend of 5.586 million euros from 2025 profits. In 2025, a dividend of €6.334 million had been paid from 2024 profits.
The financial statements also record legal pending matters with the company’s former distributor in Crete. Mars Hellas shows a claim of 1.37 million euros plus interest, while its former partner had filed a lawsuit with an initial claim of 6.56 million. Management, also citing the legal advice it has received, has not made a relevant provision.
For this year, Mars Hellas is planning further growth through investments in brands, innovation, and expansion of distribution. However, it recognizes geopolitical developments, inflation, and their impact on consumption as key factors of uncertainty.