Pet Food And Pet Care Products in Hungary
Euromonitor International's Pet Food And Pet Care Products in Hungary 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: 65 | Publication date: Jan 2009
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
Pet food and pet food products experiences slower growth due to decreasing purchasing power
Despite the double-digit growth during the review period, pet food and pet care products’ performance lagged in 2008. Mid-priced products particularly suffered from the decrease in purchasing power of Hungarian households. According Hungarian National Bank estimates in 2007, the real income of households decreased by 3%. Dog and cat food continued to lead pet food and pet care products value sales, as dogs and cats are still the preferred pets in Hungary.
Polarisation of the market
In 2008, economy and premium products were the best performers, indicating a growing polarisation of the market. Sales of premium products were fuelled by intensive promotions and the growing popularity of smaller pets. As the relative cost of feeding a small pet is lower, owners can afford to buy premium brands. That is why single-serve pouches were the most popular new product innovation in 2007. On the other hand, economy products, especially private label products, exhibited dynamic growth. Hungary is one of the largest pet food producing countries in Europe; and due to the local production, unit prices are relatively low. Due to high price sensitivity, bargain sales are common and brand loyalty is low. Several consumers reacted to the decrease in their purchasing power by shifting from mid-priced to private label products.
Private label leads pet food and pet care products
Private label products account for more than half of dog and cat food volume sales. All major supermarket/hypermarket chains offer their own products, a vast majority of them positioned in the economy segment. Private label products’ average quality level improved in 2007 and supermarkets/hypermarkets launched better quality products as well. Since private label products dominate the economy segment, they started to enter mid-priced categories too.
Pet superstores expands dynamically
In 2002, a new distribution channel, pet superstores, emerged in Hungary, and quickly gained shares from other distribution channels. Fressnapf is the only considerable player in this channel at the moment. Pet superstores had a significant impact on sales of premium pet food and pet care products. These outlets offer a much wider product range and organise nationwide advertising campaigns, promotions, bargain sales and programmes.
Future growth depends on changing consumer attitudes to pets
Since about 20% of dogs and cats are fed with prepared food, dog and cat food’s growth potential is significant. Prepared pet food is mainly sold in urban areas, as in rural areas the change in pet owners’ attitudes toward their pets is much lower. Traditionally dogs and cats are kept for functional purposes; their main food is scraps and non-prepared pet food. Many pet owners are not concerned about the quality of food they give pets. Changing this attitude is the key to future market development, in addition to the anticipated growth in disposable income.
Table of contents
PET FOOD AND PET CARE PRODUCTS IN HUNGARY : MARKET INSIGHT
EXECUTIVE SUMMARY
Pet food and pet food products experiences slower growth due to decreasing purchasing power
Polarisation of the market
Private label leads pet food and pet care products
Pet superstores expands dynamically
Future growth depends on changing consumer attitudes to pets
KEY TRENDS AND DEVELOPMENTS
Mid-priced products suffer from the decreasing purchasing power of Hungarian households
More sophisticated products to enter premium category
Smaller animals are preferred
Pet superstores reports dynamic sales growth
Demand for pet services depends on the increase of pet care responsibility
MARKET INDICATORS
Table 1 Pet Populations 2003-2008
MARKET DATA
Table 2 Sales of Pet Food and Pet Care Products by Sector: Volume 2003-2008
Table 3 Sales of Pet Food and Pet Care Products by Sector: Value 2003-2008
Table 4 Sales of Pet Food and Pet Care Products by Sector: % Volume Growth 2003-2008
Table 5 Sales of Pet Food and Pet Care Products by Sector: % Value Growth 2003-2008
Table 6 Dog and Cat Food Company Shares 2003-2007
Table 7 Dog and Cat Food Brand Shares 2004-2007
Table 8 Penetration of Private Label by Sector 2003-2007
Table 9 Sales of Pet Food and Pet Care Products by Sector and Distribution Format: % Analysis 2008
Table 10 Sales of Dog and Cat Food by Distribution Format: % Analysis 2008
Table 11 Forecast Sales of Pet Food and Pet Care Products by Sector: Volume 2008-2013
Table 12 Forecast Sales of Pet Food and Pet Care Products by Sector: Value 2008-2013
Table 13 Forecast Sales of Pet Food and Pet Care Products by Sector: % Volume Growth 2008-2013
Table 14 Forecast Sales of Pet Food and Pet Care Products by Sector: % Value Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - HUNGARY
ALPHA-VET KFT - PET FOOD AND PET CARE PRODUCTS - HUNGARY
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Alpha-Vet Kft: Key Facts
Summary 3 Alpha-Vet Kft: Operational Indicators 2005-2007
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Alpha-Vet Kft: Competitive Position 2007
FISCH KFT - PET FOOD AND PET CARE PRODUCTS - HUNGARY
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Fisch Kft: Key Facts
Summary 6 Fisch Kft: Operational Indicators 2005-2007
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Table 15 Fisch Kft: Competitive Position 2007
TENDRE TAKáRMáNYIPARI KFT - PET FOOD AND PET CARE PRODUCTS - HUNGARY
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Tendre Takármányipari Kft: Key Facts
Summary 8 Tendre Takármányipari Kft: Operational Indicators 2007
COMPANY BACKGROUND
PRODUCTION
Summary 9 Tendre Takármányipari Kft: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 10 Tendre Takármányipari Kft: Competitive Position 2007
VITAKRAFT AQUA FOOD KFT - PET FOOD AND PET CARE PRODUCTS - HUNGARY
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Vitakraft Aqua Food Kft: Key Facts
Summary 12 Vitakraft Aqua Food Kft: Operational Indicators 2005-2007
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Vitakraft Aqua Food Kft: Competitive Position 2007
DOG FOOD IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 16 Dog Owning Households: % Analysis 2003-2008
Table 17 Dog Population 2003-2008
Table 18 Dog Food Prepared vs Non-prepared Gap: % Analysis 2003-2008
SECTOR DATA
Table 19 Sales of Dog Food by Type: Value 2003-2008
Table 20 Sales of Dog Food by Type: % Value Growth 2003-2008
Table 21 Sales of Premium Dog Food: Value 2003-2008
Table 22 Dog Food Company Shares 2003-2007
Table 23 Dog Food Brand Shares 2004-2007
Table 24 Dog Treats Brand Shares 2004-2007
Table 25 Forecast Sales of Dog Food by Type: Value 2008-2013
Table 26 Forecast Sales of Dog Food by Type: % Value Growth 2008-2013
CAT FOOD IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
SECTOR INDICATORS
Table 27 Cat Owning Households: % Analysis 2003-2008
Table 28 Cat Population 2003-2008
Table 29 Cat Food Prepared vs Non-prepared Gap: % Analysis 2003-2008
SECTOR DATA
Table 30 Sales of Cat Food by Type: Value 2003-2008
Table 31 Sales of Cat Food by Type: % Value Growth 2003-2008
Table 32 Sales of Premium Cat Food: Value 2003-2008
Table 33 Cat Food Company Shares 2003-2007
Table 34 Cat Food Brand Shares 2004-2007
Table 35 Cat Treats Brand Shares 2004-2007
Table 36 Forecast Sales of Cat Food by Type: Value 2008-2013
Table 37 Forecast Sales of Cat Food by Type: % Value Growth 2008-2013
OTHER PET FOOD IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
SECTOR INDICATORS
Table 38 Other Pet Population 2003-2008
SECTOR DATA
Table 39 Sales of Other Pet Food by Type: Volume 2003-2008
Table 40 Sales of Other Pet Food by Type: Value 2003-2008
Table 41 Sales of Other Pet Food by Type: % Volume Growth 2003-2008
Table 42 Sales of Other Pet Food by Type: % Value Growth 2003-2008
Table 43 Bird Food Brand Shares 2004-2007
Table 44 Fish Food Brand Shares 2004-2007
Table 45 Forecast Sales of Other Pet Food by Type: Volume 2008-2013
Table 46 Forecast Sales of Other Pet Food by Type: Value 2008-2013
Table 47 Forecast Sales of Other Pet Food by Type: % Volume Growth 2008-2013
Table 48 Forecast Sales of Other Pet Food by Type: % Value Growth 2008-2013
PET CARE PRODUCTS IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 49 Sales of Pet Care Products by Type: Value 2003-2008
Table 50 Sales of Pet Care Products by Type: % Value Growth 2003-2008
Table 51 Forecast Sales of Pet Care Products by Type: Value 2008-2013
Table 52 Forecast Sales of Pet Care Products by Type: % Value Growth 2008-2013