Pet Food And Pet Care Products in Austria
Euromonitor International's Pet Food And Pet Care Products in Austria market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 61 | Publication date: Aug 2007
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Dog and cat food; Dog and cat food by price platform (excl treats and mixers); Dog and cat food by price platform (incl treats and mixers); Dog and cat food by type (excl treats and mixers); Other pet food; Pet care products
Executive summary
Dog and Cat Food Continues to Dominate the Market in 2007
With almost one in every two of Austria's three and a half million households owning a cat or a dog, dog and cat food continued to dominate the country's pet food and pet care products market in 2007, accounting for 72% of total current value sales. Commonly favoured as companions by elderly people, the numbers of small and medium sized dogs grew steadily throughout the review period in line with Austria's ageing population. Growth in the cat population meanwhile was driven by an increase in the number of single-person households, as cats require less attention than dogs and are therefore a more suitable pet for consumers who live alone.
Current Value Decline is Mainly Due to Falling Demand for Wet Cat Food Products
Pet food and pet care products showed a small decline in current value terms in 2007. This was mainly due a fall in demand for wet cat food products, which accounted for a market value share of 55%. In general, wet cat food products tend to be more expensive than dry products. Towards the end of the review period, many consumers showed an increasing preference for dry cat food products, which offer a number of advantages over wet products. In particular, they are lighter to carry, easier to store (especially after opening) and allow for more accurate measuring of portions. Additionally, wet cat food showed a trend towards polarisation, with many consumers opting for either premium or private label products at the expense of mid-priced brands. The decline in total pet food and pet care products current value sales was also driven by a reduction in the large dog population, as large dogs tend to eat more than small and medium sized breeds. Moreover, an increase in the penetration of private label products within dog food, other pet food and pet care products also contributed to the negative development of the market as a whole.
Larger Players Look to Innovation to Resist the Advance of Private Label Products
In order to improve their competitiveness against private label products and smaller companies offering standard mid-priced brands, towards the end of the review period larger dog and cat food manufacturers invested more in innovation. In general, there were two main focal points for new product developments: product quality and packaging. While some manufacturers introduced added-value products with functional or healthy ingredients, others launched more convenient packaging formats. This latter trend was particularly evident in the growing popularity of dog and cat food products packaged in single-serve pouches. Rising demands for convenience were also reflected in the shift towards dry products in both dog and cat food. In general, innovations by larger manufacturers were intended to reinforce the premium positioning of their brands, or else to reposition mid-priced products in the premium segment. However, private label products proved increasingly adept at copying convenient and added-value innovations by branded manufacturers throughout the review period, without having to invest large amounts in the research and development process.
Supermarkets/Hypermarkets Remains the Leading Distribution Channel in 2007
Supermarkets/hypermarkets remained the leading retail distribution channel for pet food and pet care products in Austria in 2007, followed by other non-food stores. The value share of supermarkets/hypermarkets remained relatively stable over the review period, thanks to rising demands for convenience among consumers and the fact that most outlets in this channel offer a wide assortment of both private label and branded products at different price points. Other non-food stores, consisting mainly of chemists/drugstores outlets, made distribution value share gains throughout the review period, mainly at the expense of pet shops and other food stores. Once again, these gains were attributable to the fact that many other non-food stores outlets offer a wide range of branded and private label products in different price segments. For similar reasons, the value share of pet superstores increased at a gradual pace over 2002-2007.
Trend Towards Pet Humanisation Will Provide New Opportunities for Producers
During the review period, demand in the pet food and pet care products was increasingly driven by the tendency of Austrian consumers to treat their pets more like human companions than animals. Although the market as a whole is expected to see a decline in constant value terms over the forecast period, this trend towards pet humanisation will provide individual manufacturers with new opportunities to boost constant value sales. In particular, it should facilitate an increase in demand for premium and even super premium products in dog and cat food, as well as for healthcare products and higher priced pet accessories products (other pet care products).
Table of contents
PET FOOD AND PET CARE PRODUCTS IN AUSTRIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Dog and Cat Food Continues to Dominate the Market in 2007
Current Value Decline is Mainly Due to Falling Demand for Wet Cat Food Products
Larger Players Look to Innovation to Resist the Advance of Private Label Products
Supermarkets/Hypermarkets Remains the Leading Distribution Channel in 2007
Trend Towards Pet Humanisation Will Provide New Opportunities for Producers
KEY TRENDS AND DEVELOPMENTS
Health and Wellness Trend Plays a Bigger Role in Pet Food and Pet Care Products
Rising Number of Single-Person Households Drives Growth in the Pet Population
Desire for Convenience Proves One of the Most Influential Trends in the Market
Chained Players Make Distribution Gains in Pet Food and Pet Care Products
Polarisation Trend Squeezes Mid-Priced Pet Food and Pet Care Products Brands
MARKET INDICATORS
Table 1 Pet Populations 2002-2007
MARKET DATA
Table 2 Retail Sales of Pet Food and Pet Care Products by Sector: Volume 2002-2007
Table 3 Retail Sales of Pet Food and Pet Care Products by Sector: Value 2002-2007
Table 4 Retail Sales of Pet Food and Pet Care Products by Sector: %Volume Growth 2002-2007
Table 5 Retail Sales of Pet Food and Pet Care Products by Sector: %Value Growth 2002-2007
Table 6 Dog and Cat Food Company Shares 2002-2006
Table 7 Dog and Cat Food Brand Shares 2003-2006
Table 8 Penetration of Private Label by Sector 2002-2006
Table 9 Retail Sales of Pet Food and Pet Care Products by Sector and Distribution Format: % Analysis 2007
Table 10 Retail Sales of Dog and Cat Food by Distribution Format: % Analysis 2007
Table 11 Forecast Retail Sales of Pet Food and Pet Care Products by Sector: Value 2007-2012
Table 12 Forecast Retail Sales of Pet Food and Pet Care Products by Sector: % Value Growth 2007-2012
DEFINITIONS
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - AUSTRIA
ADOLF RUPP HERRNMüHLE OHG - PET FOOD AND PET CARE PRODUCTS - AUSTRIA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Adolf Rupp Herrnmühle OHG: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 3 Adolf Rupp Herrnmühle OHG: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 4 Adolf Rupp Herrnmühle OHG: Competitive Position 2006
REWE AUSTRIA AG - PET FOOD AND PET CARE PRODUCTS - AUSTRIA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Rewe Austria AG: Key Facts
Summary 6 Rewe Austria AG: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Rewe Austria AG: Competitive Position 2006
TETRA WERKE GMBH - PET FOOD AND PET CARE PRODUCTS - AUSTRIA
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Tetra Werke GmbH: Key Facts
Summary 9 Tetra Werke GmbH: Operational Indicators 2004
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Tetra Werke GmbH: Competitive Position 2006
VITAKRAFT H WüHRMANN KG - PET FOOD AND PET CARE PRODUCTS - AUSTRIA
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Vitakraft H Wührmann KG: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 Vitakraft Werke H Wührmann KG: Competitive Position 2006
DOG FOOD IN AUSTRIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 13 Dog Owning Households: % Analysis 2002/2007
Table 14 Dog Population 2002-2007
Table 15 Dog Food Prepared vs Non-prepared Gap: % Analysis 2002-2007
SECTOR DATA
Table 16 Retail Sales of Dog Food by Type: Value 2002-2007
Table 17 Retail Sales of Dog Food by Type: % Value Growth 2002-2007
Table 18 Retail Sales of Premium Dog Food: Value 2002-2007
Table 19 Dog Food Company Shares 2002-2006
Table 20 Dog Food Brand Shares 2003-2006
Table 21 Dog Treats Brand Shares 2003-2006
Table 22 Forecast Retail Sales of Dog Food by Type: Value 2007-2012
Table 23 Forecast Retail Sales of Dog Food by Type: % Value Growth 2007-2012
CAT FOOD IN AUSTRIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 24 Cat Owning Households: % Analysis 2002/2007
Table 25 Cat Population 2002-2007
Table 26 Cat Food Prepared vs Non-prepared Gap: % Analysis 2002-2007
SECTOR DATA
Table 27 Retail Sales of Cat Food by Type: Value 2002-2007
Table 28 Retail Sales of Cat Food by Type: % Value Growth 2002-2007
Table 29 Retail Sales of Premium Cat Food: Value 2002-2007
Table 30 Cat Food Company Shares 2002-2006
Table 31 Cat Food Brand Shares 2003-2006
Table 32 Cat Treats Brand Shares 2003-2006
Table 33 Forecast Retail Sales of Cat Food by Type: Value 2007-2012
Table 34 Forecast Retail Sales of Cat Food by Type: % Value Growth 2007-2012
OTHER PET FOOD IN AUSTRIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 35 Other Pet Population 2002-2007
SECTOR DATA
Table 36 Retail Sales of Other Pet Food by Type: Volume 2002-2007
Table 37 Retail Sales of Other Pet Food by Type: Value 2002-2007
Table 38 Retail Sales of Other Pet Food by Type: % Volume Growth 2002-2007
Table 39 Retail Sales of Other Pet Food by Type: % Value Growth 2002-2007
Table 40 Bird Food Brand Shares 2003-2006
Table 41 Fish Food Brand Shares 2003-2006
Table 42 Forecast Retail Sales of Other Pet Food by Type: Volume 2007-2012
Table 43 Forecast Retail Sales of Other Pet Food by Type: Value 2007-2012
Table 44 Forecast Retail Sales of Other Pet Food by Type: % Volume Growth 2007-2012
Table 45 Forecast Retail Sales of Other Pet Food by Type: % Value Growth 2007-2012
PET CARE PRODUCTS IN AUSTRIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 46 Retail Sales of Pet Care Products by Type: Value 2002-2007
Table 47 Retail Sales of Pet Care Products by Type: % Value Growth 2002-2007
Table 48 Forecast Retail Sales of Pet Care Products by Type: Value 2007-2012
Table 49 Forecast Retail Sales of Pet Care Products by Type: % Value Growth 2007-2012