Swedencare Executive Insights

As part of Swedencare's Executive Insights, Ioanna Psychogiou, Managing Director of BIOVET/Swedencare Greece, shares her perspective on growth, market development, and strategic priorities in the Greek market and its expanding presence in the Balkan region. Ioanna brings extensive experience in the pet and veterinary markets, supported by a strong connection to the company's veterinary heritage.

At the moment, the company is focusing on expanding its position in the veterinary and pet healthcare market. More specifically, we are working on building stronger partnerships and delivering customer-focused solutions that meet the specific needs of veterinarians, pet shops, and pet owners. One of our key priorities is expanding our presence in the Balkan markets, where we see strong growth potential and increasing demand for high-quality pet healthcare products and services.

One of the most promising trends is the increasing humanization of pets. More pet owners see pets as family members and are willing to invest in high-quality nutrition, healthcare, and wellness products. We also see strong growth in preventive care and personalized solutions, which creates opportunities for innovation and long-term customer trust.

I believe customer engagement and professional partnerships will be critical for continued growth. Building strong collaboration with veterinary professionals, while also improving education and communication with pet owners, will help create long-term value. In addition, investing in digital capabilities and supply chain efficiency will be essential to remain competitive.

My main priority is to build sustainable growth while maintaining a strong customer-focused culture. That means supporting innovation, developing talented teams, and ensuring we continue delivering products and services that genuinely improve animal health and wellbeing. At the same time, we want to stay agile and responsive in a rapidly evolving market.

Founded in 1993, Biovet (a part of Swedencare) offers high-quality pet healthcare products and veterinary grooming equipment. In 2019, Biovet joined Swedencare, expanding its presence and strengthening growth strategies in the Greek market.