Pet Food And Pet Care Products in Russia
Euromonitor International's Pet Food And Pet Care Products in Russia 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: 61 | Publication date: Nov 2009
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Executive summary
Positive market development is maintained despite economic downturn
In line with the global economic crisis, the development of Russia’s economy slowed in 2009. However, having experienced robust economic growth during most of the review period (thanks in part to high oil prices), Russia was not as badly affected as some other countries. As a result, Western-style consumption habits prevailed, particularly in the major urban centres of Moscow and St Petersburg, and this helped to sustain the positive development of the Russian pet food and pet care products market. Just as important was the pet humanisation trend, whereby owners increasingly tend to treat pets like family members and are willing to spend significant sums on their health and well-being. Other factors which contributed to the positive market development in 2009 included growth in the pet population, improved distribution of dog and cat food products in a number of retail channels, the growing consumer demand for convenience and rising awareness of pet health issues among owners. The other pet food sector also benefited from increased consumer interest in more exotic and rare pets, particularly smaller animals that are easy to care for and can be kept in urban environments.
Pet humanisation trend drives demand for premium products
Despite the economic downturn, demand for higher quality premium and super premium pet food and pet care products remained strong in 2009. This was largely due to the pet humanisation trend, whereby owners treat pets like companions or family members and look after their health and well-being accordingly. This trend is strongest in urban areas, for various reasons. Firstly, disposable income levels tend to be higher in urban areas, meaning more owners can afford to spend significant amounts on caring for their pets. Secondly, premium and super premium products are more widely available in large cities, particularly through pet superstores and veterinary clinics outlets. Thirdly, many urban consumers have busy work schedules, and one of the ways in which they can ease their guilt about not being able to spend enough time with their pets is to buy higher quality and more expensive pet food or pet care products. Moreover, the convenience of many premium and super premium products appeals to urban consumers leading busy lifestyles, as do their various added value benefits.
Foreign players Mars and Nestlé continue to lead the Russian market
Multinationals Mars OOO and Nestlé Russia OOO remained the clear leaders in the Russian pet food and pet care products market in 2008. Their leading positions reflected strong portfolios made up of world renowned brands that include premium and super premium products, as well as mid-priced and economy references. Moreover, both companies can afford to invest heavily in the advertising and distribution of their brands in Russia, and both tend to lead the field when it comes to innovation. Despite efforts to modernise their production facilities and strengthen their distribution networks, at the end of the review period many smaller domestic players were still struggling to compete with these foreign giants. Most domestic players compete in the mid-priced and economy segments.
Changes in retail distribution widen the target consumer base for pet food
Changes in the Russian retail landscape are accelerating, with supermarkets/hypermarkets chains now extending into regional areas and expanding their private label lines in several product categories, including pet food. Supermarkets/hypermarkets outlets are also getting larger and granting more shelf space to economy and premium pet food brands, thus encouraging further product diversification. In 2009 this continued to cause more intense competition between pet food manufacturers, which had a moderating effect on prices and made higher quality products more affordable to greater numbers of consumers.
Pet humanisation trend will underpin positive development over 2009-2014
As the global economic crisis hit Russia towards the end of 2008, changes became evident in the pet food and pet care products market that continued into 2009. As demand for economy dry dog and cat food products rose, growth in the dog and cat populations was sluggish; even more fashionable pedigree breeds became less popular as the economic gloom discouraged consumers from taking on the cost of caring for such a pet. However, demand for higher quality and premium dog and cat food products remained strong in Moscow and other large cities, which helped to sustain growth in volume and current value sales for the dog and cat food sector as a whole. Dogs and cats are the main subjects of humanisation, since they tend to be more obviously affectionate and interactive, justifying the fiscal investment. While the pet humanisation trend is currently strongest in Moscow, St Petersburg and other major cities, it is slowly spreading to the rest of Russia. Together with an expected improvement in the economic situation, this will ensure that the pet food and pet care products market maintains its positive development over the forecast period.
Table of contents
PET FOOD AND PET CARE PRODUCTS IN RUSSIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Positive market development is maintained despite economic downturn
Pet humanisation trend drives demand for premium products
Foreign players Mars and Nestlé continue to lead the Russian market
Changes in retail distribution widen the target consumer base for pet food
Pet humanisation trend will underpin positive development over 2009-2014
KEY TRENDS AND DEVELOPMENTS
Premiumisation trend sustains growth in dog and cat food current value sales
Demand for pet food and pet care products remains strongest in urban areas
Multinationals maintain a commanding lead over local competitors
Expansion of major retail chains strengthens pet food distribution
Economic crisis slows the development of the Russian market in 2009
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
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - RUSSIA
ALLER PETFOOD OOO - PET FOOD AND PET CARE PRODUCTS - RUSSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Aller Petfood OOO: Key Facts
Company Background
Production
Competitive Positioning
Summary 3 Aller Petfood OOO: Competitive Position 2008
AROVIT PETFOOD A/S - PET FOOD AND PET CARE PRODUCTS - RUSSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Arovit Petfood A/S: Key Facts
Company Background
Production
Competitive Positioning
Summary 5 Arovit Petfood A/S: Competitive Position 2008
PROVIMI OOO - PET FOOD AND PET CARE PRODUCTS - RUSSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Provimi OOO: Key Facts
Company Background
Production
Competitive Positioning
Summary 7 Provimi OOO: Competitive Position 2008
RARITET OOO - PET FOOD AND PET CARE PRODUCTS - RUSSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Raritet OOO: Key Facts
Company Background
Production
Competitive Positioning
ROYAL CANIN SA - PET FOOD AND PET CARE PRODUCTS - RUSSIA
STRATEGIC DIRECTION
Key Facts
Summary 9 Royal Canin SA: Key Facts
Company Background
Production
Competitive Positioning
Summary 10 Royal Canin SA: Competitive Position 2008
ZOOGURMAN OOO - PET FOOD AND PET CARE PRODUCTS - RUSSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Zoogurman OOO: Key Facts
Company Background
Production
DOG FOOD IN RUSSIA
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 RUSSIA
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 Forecast Sales of Cat Food by Type: Value 2009-2014
Table 34 Forecast Sales of Cat Food by Type: % Value Growth 2009-2014
OTHER PET FOOD IN RUSSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 35 Other Pet Population 2004-2009
SECTOR DATA
Table 36 Sales of Other Pet Food by Type: Volume 2004-2009
Table 37 Sales of Other Pet Food by Type: Value 2004-2009
Table 38 Sales of Other Pet Food by Type: % Volume Growth 2004-2009
Table 39 Sales of Other Pet Food by Type: % Value Growth 2004-2009
Table 40 Bird Food Brand Shares 2005-2008
Table 41 Fish Food Brand Shares 2005-2008
Table 42 Forecast Sales of Other Pet Food by Type: Volume 2009-2014
Table 43 Forecast Sales of Other Pet Food by Type: Value 2009-2014
Table 44 Forecast Sales of Other Pet Food by Type: % Volume Growth 2009-2014
Table 45 Forecast Sales of Other Pet Food by Type: % Value Growth 2009-2014
PET CARE PRODUCTS IN RUSSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 46 Sales of Pet Care Products by Type: Value 2004-2009
Table 47 Sales of Pet Care Products by Type: % Value Growth 2004-2009
Table 48 Sales of Healthcare Products by Type: % Value Breakdown 2004-2009
Table 49 Forecast Sales of Pet Care Products by Type: Value 2009-2014
Table 50 Forecast Sales of Pet Care Products by Type: % Value Growth 2009-2014