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 2009
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Executive summary
Polarised demand
The economic crisis in 2008 affected pet food and pet care in Italy, with increasing polarisation of the market. The Italian pet food and pet care market is expected to continue to be impacted by this trend in 2009, registering an even less positive performance. Dog and cat food sales were characterised by increasingly polarised demand, directed towards both economy and super-premium products. Economy brands, including private labels, are overall showing good results, as are discounters in retailing, which are gaining ground as consumers are seeking to cut their expenses. Meanwhile, super-premium products are also recording growth, especially in dog food, as consumers appreciate their added value and offer of specific benefits. This trend is undermining sales of mid-priced products, as they do not offer either high quality or significant savings. Pet healthcare products are also recording healthy growth, thanks to the increasing presence of flea/tick treatments.
The rising popularity of small pets
Increased urbanisation is leading to space shortages in cities, and so providing space for larger animals is difficult. The small dog and mammals (eg hamsters) population is rising in Italy, due to a trend towards more apartment living, and because they are perceived as easier to look after. Due to busy consumer lifestyles, high-maintenance dogs are increasingly being substituted by smaller dogs and mammals. These pets are perceived to be reasonably self-sufficient, and do not need as much attention as big dogs.
The leading multinationals presence
Four multinational companies, Nestlé Purina Pet Care Italia SpA, Mars Italia SpA, Hill’s Pet Nutrition SpA and Wonderfood SpA (Procter & Gamble) control the bulk of sales in dog and cat food, and treats. The most important domestic players are Morando SpA, Palmera SpA and Monge & C Srl, and these are trying to find space in the market, for example by imitating the leading players and launching their first premium products.
Preference for supermarkets/hypermarkets and specialists
Consumers’ preference continues to be for supermarkets/hypermarkets, due in part to the increasingly wide range of pet care products available through this channel. Pet owners prefer these distribution channels, since they offer a wide range of products, which makes shopping much easier. In addition, supermarkets/hypermarkets sell a significant proportion of private label products, which puts pressure on prices of premium products, which is favourable for consumers. For this reason, some branded manufacturers do not retail their products in supermarkets/hypermarkets. Grocery retailers held the majority of distribution share in almost all categories of pet food in 2008. However, specialist outlets are also highly appreciated, and pet shops, pet superstores and veterinary clinics combined held a value share of 44% in 2008, due to the presence of personnel who can give expert advice, and the availability of premium/super-premium products. The assistance of specialist personnel is greatly appreciated by Italian pet owners, particularly those purchasing products for specific breeds, ages, etc.
Positive forecast
Growth in the Italian pet industry is expected to remain positive over the forecast period. As the economy is forecast to recover in 2010, the performance of premium brands is set to improve in the short term. Pet healthcare will remain dynamic, as will both economy and super-premium pet foods. Super-premium pet foods typically offer added health and wellness benefits, and are widely appreciated as the population of ageing and obese pets grows. Accessories, particularly clothing, also show great growth potential, as consumers are willing to spend on their pets as if they were their children.
Table of contents
PET FOOD AND PET CARE PRODUCTS IN ITALY : MARKET INSIGHT
EXECUTIVE SUMMARY
Polarised demand
The rising popularity of small pets
The leading multinationals presence
Preference for supermarkets/hypermarkets and specialists
Positive forecast
KEY TRENDS AND DEVELOPMENTS
Private label growth
Shift towards industrially prepared food
The humanisation of pets
Multinationals gaining ground, benefiting from polarised demand
Distribution trends
MARKET INDICATORS
Table 1 Pet Populations 2004-2009
MARKET DATA
Table 2 Sales of Pet Food and Pet Care Products by Sector: Volume 2004-2009
Table 3 Sales of Pet Food and Pet Care Products by Sector: Value 2004-2009
Table 4 Sales of Pet Food and Pet Care Products by Sector: % Volume Growth 2004-2009
Table 5 Sales of Pet Food and Pet Care Products by Sector: % Value Growth 2004-2009
Table 6 Dog and Cat Food Company Shares 2004-2008
Table 7 Dog and Cat Food Brand Shares 2005-2008
Table 8 Sales of Pet Food and Pet Care Products by Sector and Distribution Format: % Analysis 2009
Table 9 Sales of Dog and Cat Food by Distribution Format: % Analysis 2009
Table 10 Forecast Sales of Pet Food and Pet Care Products by Sector: Volume 2009-2014
Table 11 Forecast Sales of Pet Food and Pet Care Products by Sector: Value 2009-2014
Table 12 Forecast Sales of Pet Food and Pet Care Products by Sector: % Volume Growth 2009-2014
Table 13 Forecast Sales of Pet Food and Pet Care Products by Sector: % Value Growth 2009-2014
Summary 1 Research Sources
DEFINITIONS
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 2008
Competitive Positioning
Summary 5 Giuntini SpA: Competitive Position 2008
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 2008
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 2008
MONGE & C SRL - PET FOOD AND PET CARE PRODUCTS - ITALY
STRATEGIC DIRECTION
Key Facts
Summary 11 Monge & C. Srl: Key Facts
Company Background
Production
Summary 12 Monge & C Srl: Production Statistics 2008
Competitive Positioning
Summary 13 Monge & C Srl: Competitive Position 2008
MORANDO SPA - PET FOOD AND PET CARE PRODUCTS - ITALY
STRATEGIC DIRECTION
Key Facts
Summary 14 Morando SpA: Key Facts
Company Background
Production
Summary 15 Morando SpA: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 16 Morando SpA: Competitive Position 2009
NESTLé PURINA PET CARE ITALIA SPA - PET FOOD AND PET CARE PRODUCTS - ITALY
STRATEGIC DIRECTION
Key Facts
Summary 17 Nestlé Purina Pet Care Italia SpA: Key Facts
Summary 18 Nestlé Purina Pet Care Italia SpA: Operational Indicators
Company Background
Production
Summary 19 Nestlé Purina Pet Care Italia SpA: Production Statistics 2008
Competitive Positioning
Summary 20 Nestlé Purina Pet Care Italia SpA: Competitive Position 2008
DOG FOOD IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 14 Dog Owning Households: % Analysis 2004-2009
Table 15 Dog Population 2004-2009
Table 16 Dog Food Prepared vs Non-prepared Gap: % Analysis 2004-2009
SECTOR DATA
Table 17 Sales of Dog Food by Type: Value 2004-2009
Table 18 Sales of Dog Food by Type: % Value Growth 2004-2009
Table 19 Sales of Premium Dog Food: Value 2004-2009
Table 20 Dog Food Company Shares 2004-2008
Table 21 Dog Food Brand Shares 2005-2008
Table 22 Dog Treats Brand Shares 2005-2008
Table 23 Forecast Sales of Dog Food by Type: Value 2009-2014
Table 24 Forecast Sales of Dog Food by Type: % Value Growth 2009-2014
CAT FOOD IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 25 Cat Owning Households: % Analysis 2004-2009
Table 26 Cat Population 2004-2009
Table 27 Cat Food Prepared vs Non-prepared Gap: % Analysis 2004-2009
SECTOR DATA
Table 28 Sales of Cat Food by Type: Value 2004-2009
Table 29 Sales of Cat Food by Type: % Value Growth 2004-2009
Table 30 Sales of Premium Cat Food: Value 2004-2009
Table 31 Cat Food Company Shares 2004-2008
Table 32 Cat Food Brand Shares 2005-2008
Table 33 Cat Treats Brand Shares 2005-2008
Table 34 Forecast Sales of Cat Food by Type: Value 2009-2014
Table 35 Forecast Sales of Cat Food by Type: % Value Growth 2009-2014
OTHER PET FOOD IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 36 Other Pet Population 2004-2009
SECTOR DATA
Table 37 Sales of Other Pet Food by Type: Volume 2004-2009
Table 38 Sales of Other Pet Food by Type: Value 2004-2009
Table 39 Sales of Other Pet Food by Type: % Volume Growth 2004-2009
Table 40 Sales of Other Pet Food by Type: % Value Growth 2004-2009
Table 41 Bird Food Brand Shares 2005-2008
Table 42 Fish Food Brand Shares 2005-2008
Table 43 Forecast Sales of Other Pet Food by Type: Volume 2009-2014
Table 44 Forecast Sales of Other Pet Food by Type: Value 2009-2014
Table 45 Forecast Sales of Other Pet Food by Type: % Volume Growth 2009-2014
Table 46 Forecast Sales of Other Pet Food by Type: % Value Growth 2009-2014
PET CARE PRODUCTS IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 47 Sales of Pet Care Products by Type: Value 2004-2009
Table 48 Sales of Pet Care Products by Type: % Value Growth 2004-2009
Table 49 Sales of Healthcare Products by Type: % Value Breakdown 2004-2009
Table 50 Forecast Sales of Pet Care Products by Type: Value 2009-2014
Table 51 Forecast Sales of Pet Care Products by Type: % Value Growth 2009-2014