Pet Food And Pet Care Products in Italy
Euromonitor International's Pet Food And Pet Care Products in Italy 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: 72 | Publication date: Aug 2008
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
A healthy market
The Italian pet food and pet care products market is expected to register a rate of growth in 2008 which is comparable to the average for the review period as whole. All sectors within pet food and pet care products will register growth, driven by dog and cat food, which account for the vast majority of value sales. The great success of premium and super-premium products boosted sales of both cat food and dog food during the review period, while sales of mid-priced products registered a decline.
Increasing demand for specialised products
One of the most important trends characterising pet food and pet care products in Italy in the latter part of the review period was increasing specialisation. The efforts of the leading manufacturers are being concentrated on producing high quality items segmented according to breed, size and age. Another important development within pet food is segmentation according to food intolerances and allergies, while the first natural and holistic pet food products are also becoming available. Hill’s Pet Nutrition SpA, one of the leading companies, is registering very good success with its “therapeutic” pet food, targeted at pets with varying pathologies.
Market dominated by multinationals
Pet food and pet care products is characterised by a few prominent companies, with the multinationals Nestlé Purina Pet Care Italia SpA, Mars Italia SpA, Hill’s Pet Nutrition SpA and Wonderfood SpA (Procter & Gamble) accounting for 45% of value sales in 2007. The most important domestic players are Morando SpA and Monge & C Srl, but these have been left little space and are trying to maintain their own identities by working mostly within mid-priced and economy pet food. The Italian pet care products sector is not yet mature and therefore has high growth potential: the entrance of new players is therefore possible.
Specialised channels increase in importance
The pet food market is currently characterised by the development of specialised channels, due to the increasing demand for premium and super-premium products. The assistance of specialised personnel is greatly appreciated by Italian pet owners, particularly those purchasing products for specific breeds, ages, etc. Grocery retailers, meanwhile, are devoting more space on their shelves to pet food and pet care products, due to the significant potential for development. However, supermarkets/hypermarkets are strongest in mid-priced and economy products, and have in recent years lost share to specialists, due to the trend upmarket.
Growth forecast to be healthy
The pet food and pet care products market will continue to register a positive performance over the forecast period, due in part to its being immature, with room for further development. In particular, demand will be driven by dry pet food, which is particularly convenient and advantageous for pet owners, since it is easy to store and to portion. When comparing the relevant nutritive characteristics, the unit prices of dry pet food are also generally lower than those of wet pet food. Moreover, value sales will be boosted by the growing demand for premium and super-premium products, which are increasingly being segmented according to different pet characteristics. This trend will be very attractive for manufacturers, due to the higher profit margins on premium products.
Table of contents
PET FOOD AND PET CARE PRODUCTS IN ITALY : MARKET INSIGHT
EXECUTIVE SUMMARY
A healthy market
Increasing demand for specialised products
Market dominated by multinationals
Specialised channels increase in importance
Growth forecast to be healthy
KEY TRENDS AND DEVELOPMENTS
Rising Prices
An Increasing Need for A Healthier Lifestyle
Distribution Trends
Multinationals Versus Domestic Companies
Packaging
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
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - ITALY
GIUNTINI SPA - PET FOOD AND PET CARE PRODUCTS - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Giuntini SpA: Key Facts
Summary 3 Giuntini SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 4 Giuntini SpA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 5 Giuntini SpA: Competitive Position 2007
HILL'S PET NUTRITION SPA - PET FOOD AND PET CARE PRODUCTS - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Hill’s Pet Nutrition SpA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Hill’s Pet Nutrition SpA: Competitive Position 2007
MARS ITALIA SPA - PET FOOD AND PET CARE PRODUCTS - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Mars Italia SpA: Key Facts
Summary 9 Mars Italia SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Mars Italia SpA: Competitive Position 2007
MONGE & C SRL - PET FOOD AND PET CARE PRODUCTS - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Monge & C Srl: Key Facts
Summary 12 Monge & C Srl: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 13 Monge & C Srl: Production Statistics 2005
COMPETITIVE POSITIONING
Summary 14 Monge & C Srl: Competitive Position 2007
MORANDO SPA - PET FOOD AND PET CARE PRODUCTS - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 15 Morando SpA: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 16 Morando SpA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 17 Morando SpA: Competitive Position 2007
NESTLé PURINA PET CARE ITALIA SPA - PET FOOD AND PET CARE PRODUCTS - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 18 Nestlé Purina Pet Care Italia SpA: Key Facts
Summary 19 Nestlé Purina Pet Care Italia SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 20 Nestlé Purina Pet Care Italia SpA: Production Statistics 2005
COMPETITIVE POSITIONING
Summary 21 Nestlé Purina Pet Care Italia SpA: Competitive Position 2007
DOG FOOD IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 15 Dog Owning Households: % Analysis 2003-2008
Table 16 Dog Population 2003-2008
Table 17 Dog Food Prepared vs Non-prepared Gap: % Analysis 2003-2008
SECTOR DATA
Table 18 Sales of Dog Food by Type: Value 2003-2008
Table 19 Sales of Dog Food by Type: % Value Growth 2003-2008
Table 20 Sales of Premium Dog Food: Value 2003-2008
Table 21 Dog Food Company Shares 2003-2007
Table 22 Dog Food Brand Shares 2004-2007
Table 23 Dog Treats Brand Shares 2004-2007
Table 24 Forecast Sales of Dog Food by Type: Value 2008-2013
Table 25 Forecast Sales of Dog Food by Type: % Value Growth 2008-2013
CAT FOOD IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 26 Cat Owning Households: % Analysis 2003-2008
Table 27 Cat Population 2003-2008
Table 28 Cat Food Prepared vs Non-prepared Gap: % Analysis 2003-2008
SECTOR DATA
Table 29 Sales of Cat Food by Type: Value 2003-2008
Table 30 Sales of Cat Food by Type: % Value Growth 2003-2008
Table 31 Sales of Premium Cat Food: Value 2003-2008
Table 32 Cat Food Company Shares 2003-2007
Table 33 Cat Food Brand Shares 2004-2007
Table 34 Cat Treats Brand Shares 2004-2007
Table 35 Forecast Sales of Cat Food by Type: Value 2008-2013
Table 36 Forecast Sales of Cat Food by Type: % Value Growth 2008-2013
OTHER PET FOOD IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 37 Other Pet Population 2003-2008
SECTOR DATA
Table 38 Sales of Other Pet Food by Type: Volume 2003-2008
Table 39 Sales of Other Pet Food by Type: Value 2003-2008
Table 40 Sales of Other Pet Food by Type: % Volume Growth 2003-2008
Table 41 Sales of Other Pet Food by Type: % Value Growth 2003-2008
Table 42 Bird Food Brand Shares 2004-2007
Table 43 Fish Food Brand Shares 2004-2007
Table 44 Forecast Sales of Other Pet Food by Type: Volume 2008-2013
Table 45 Forecast Sales of Other Pet Food by Type: Value 2008-2013
Table 46 Forecast Sales of Other Pet Food by Type: % Volume Growth 2008-2013
Table 47 Forecast Sales of Other Pet Food by Type: % Value Growth 2008-2013
PET CARE PRODUCTS IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 48 Sales of Pet Care Products by Type: Value 2003-2008
Table 49 Sales of Pet Care Products by Type: % Value Growth 2003-2008
Table 50 Forecast Sales of Pet Care Products by Type: Value 2008-2013
Table 51 Forecast Sales of Pet Care Products by Type: % Value Growth 2008-2013