Pet Food And Pet Care Products in Romania
Euromonitor International's Pet Food And Pet Care Products in Romania 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: 62 | Publication date: Nov 2009
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Executive summary
Industry grows due to increase in disposable income
In 2009, pet food and pet care products continued to grow, albeit at a slower rate. Due to increasing disposable incomes experienced by middle and lower class consumers in Romania, purchasing habits have changed. As a result, pet food and pet care products became more affordable for a wider range of consumers. However, growth remains limited to dog and cat food because the dog and cat population is larger than that of other pets. Although the number of premium brands available has increased, pet owners continue to value economy and standard brands, with price continuing to be the main purchasing criteria. Romanian consumers prefer bulk packaging formats.
Urban Romanians increasingly turn to prepared pet food
Romanians living in large urban areas have developed a new attitude towards their pets, especially dogs and cats, treating them more like members of the family. Prepared food has continued to account for a small share of total sales, but it is becoming an increasingly popular means of feeding pets. Longer working hours, less time spent at home and increased popularity of eating out, were factors which contributed to the growth of prepared food, as time-constrained consumers rarely cook for themselves or for their pets. However, performance was dictated mainly by owners’ changing attitudes in Bucharest and larger cities, whilst in the rural and small urban areas, cats and dogs continued to be kept mainly for protection and vermin control and unprepared food remained the basic feeding method.
Multinationals dominate sales
Multinationals continued to lead pet food and pet care products, benefiting from first-entrant advantage. They managed to gain and maintain their positions through heavy advertising and educational campaigns for pet owners. There is currently only one pet food local producer in Romania, while other domestic players are exclusive importers of various brands. However, besides multinational main companies Mars and Nestlé, domestic producers are increasingly interested in establishing production facilities with the aim of gaining share in a category which has grown considerably over the review period and has potential for continued growth over the forecast period as well.
Supermarkets/hypermarkets and pet shops are the main distribution channels
Supermarkets/hypermarkets are close to becoming the preferred outlets by Romanian consumers for purchasing pet food and pet care products after the pet shops, due to the advantage of having a wide variety of products in one place and also for the bulk packages available. Pet shops remain the most important distribution channel. In order to gain more customers, pet shops began stocking bulk packages of dry pet food, which they offer in smaller portions according to consumer needs. In addition, pet shops combined the lower unit prices with specialised advice, giving them a competitive advantage. Other grocery retailers registered lower pet products sales year on year.
Growth slowdown expected over the forecast period
Pet food and pet care products is expected to continue to grow, albeit at a slower rate than during the review period. Changes in lifestyle, an increase in disposable income, expansion of modern retail outlets and spread of the perception of pets as companions rather than useful animals will all lead to future growth. However, the very high levels of growth seen over the review period are unlikely to be sustained over the forecast period, as these products are no longer such novelties.
Table of contents
PET FOOD AND PET CARE PRODUCTS IN ROMANIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Industry grows due to increase in disposable income
Urban Romanians increasingly turn to prepared pet food
Multinationals dominate sales
Supermarkets/hypermarkets and pet shops are the main distribution channels
Growth slowdown expected over the forecast period
KEY TRENDS AND DEVELOPMENTS
Disposable income growth increases sales in pet food and pet care products
Changing consumer lifestyles drive the industry
Supermarkets/hypermarkets and pet shops are the main distribution channels
Pet population growth coincides with changing household structure
Higher-quality products are becoming increasingly popular
MARKET DATA
Table 1 Pet Populations 2004-2009
MARKET INDICATORS
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
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - ROMANIA
NORDIC PETFOOD DISTRIBUTION SRL - PET FOOD AND PET CARE PRODUCTS - ROMANIA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Nordic Petfood Distribution SRL: Key Facts
Summary 3 Nordic Petfood Distribution SRL: Operational Indicators 2006-2008
Company Background
Production
Summary 4 Nordic Petfood Distribution SRL: Production Statistics 2008
Competitive Positioning
Summary 5 Nordic Petfood Distribution SRL: Competitive Position 2008
PROFIPET COM SRL - PET FOOD AND PET CARE PRODUCTS - ROMANIA
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Profipet Com SRL: Key Facts
Summary 7 Profipet Com SRL: Operational Indicators 2006-2008
Company Background
Production
Competitive Positioning
Summary 8 Profipet Com SRL: Competitive Position 2008
TOROX ROMANIA SRL - PET FOOD AND PET CARE PRODUCTS - ROMANIA
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Torox Romania SRL: Key Facts
Summary 10 Torox Romania SRL: Operational Indicators 2006-2008
Company Background
Competitive Positioning
Summary 11 Torox Romania SRL: Competitive Position 2008
DOG FOOD IN ROMANIA
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 ROMANIA
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 ROMANIA
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 ROMANIA
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