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: 71 | 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
A growing market
The Italian pet food and pet care products market is forecast to register a rate of growth in 2007 comparable to that of the review period. All sectors within pet food and pet care products will register growth, driven by dog and cat food which accounts 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 those of mid-priced products registered a decline.
An increasingly specialised market
One of the most important trends characterising pet food and pet care products in Italy during 2007 was its increasing specialisation. In fact, 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.
Multinationals are the drivers
Pet food and pet care products is characterised by a few prominent companies, with the multinationals Nestlé Purina Pet Care Italia SpA, Masterfoods Italia SpA, Hill’s Pet Nutrition SpA and Wonderfood SpA accounting for 45% of value sales in 2006. 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 considered possible.
The growth of grocery and specialised channels
Grocery retailers are offering wider spaces on their shelves for pet food and pet care products due to the extensive potential for development. Therefore, distribution through supermarkets/hypermarkets is registering an interesting level of growth, mostly for mid-priced and economy products. On the other hand, the market is currently characterised by the development of specialised channels due to the increasing demand for super and hyper premium products. The assistance of specialised personnel, mostly in the case of specific products, is greatly appreciated by Italian pet owners.
Great potential for growth
The pet food and pet care products market will continue to register a positive performance over the forecast period due 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 super and hyper premium products, increasingly 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 growing market
An increasingly specialised market
Multinationals are the drivers
The growth of grocery and specialised channels
Great potential for growth
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 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 - 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 2006
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
MASTERFOODS ITALIA SPA - PET FOOD AND PET CARE PRODUCTS - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Masterfoods Italia SpA: Key Facts
Summary 9 Masterfoods Italia SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Masterfoods 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
Summary 16 Morando SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 17 Morando SpA: Production Statistics
COMPETITIVE POSITIONING
Summary 18 Morando SpA: Competitive Position 2007
NESTLé PURINA PET CARE ITALIA SPA - PET FOOD AND PET CARE PRODUCTS - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 19 Nestlé Purina Pet Care Italia SpA: Key Facts
Summary 20 Nestlé Purina Pet Care Italia SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 21 Nestlé Purina Pet Care Italia SpA: Production Statistics 2005
COMPETITIVE POSITIONING
Summary 22 Nestlé Purina Pet Care Italia SpA: Competitive Position 2007
DOG FOOD IN ITALY
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 ITALY
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 ITALY
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 ITALY
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