Pet Food And Pet Care Products in Turkey
Euromonitor International's Pet Food And Pet Care Products in Turkey 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: 65 | Publication date: Jul 2009
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Executive summary
Pet food and pet care products registers positive volume growth despite the global economic crisis
The Turkish economy was hit by the global economic crisis in 2008. Thus, much slower volume and value growth is expected to be registered in pet food and pet care products compared with the average growth in the review period. Trade experts do not expect a current value decline in value sales in the market as a whole, primarily because this is a quite small market compared with the Western European average, and the majority of the people who purchase pet food and pet care products are already from the higher income segment of the population. Therefore, although demand is expected to switch towards cheaper products, the niche of Turkish pet owners who were already purchasing pet food are predicted to continue doing so during 2009 and the rest of the forecast period.
Consumers demand cheaper products
After the 2008 global economic crisis, people became more price-sensitive. This meant that demand shifted away from premium products towards mid-priced and economy products. In 2009, the economy segment within dog and cat food is expected to register the highest volume and value growth. Similarly, within other pet food and pet care products, the share of local products, which have lower unit prices, increased in 2008, and this trend is predicted to continue in 2009. Nonetheless, although premium food will see falling value sales due to the effect of price promotions, it will demonstrate positive growth in volume terms, due to the very low base. This will be mainly attributable to a series of new product developments in the premium channel in late 2008, and secondly to loyal consumers of premium products from the top socio-economic segment in the country.
Multinationals still lead the market
In 2008, the top players in the market were Anadolu Akvaryum (Spectrum Brands Inc) and Mars Inc. Anadolu Akvaryum was strongest within other pet food with its Tetra branded fish food products, but was also present in cat and dog food and pet care products. Mars Inc, on the other hand, ranked second in the market due to its leading position in dog and cat food with its premium and mid-priced brands, such as Royal Canin in the premium segment and Pedigree in the mid-priced segment. The company was also present in pet care products, but its share was small. In 2008, multinationals lost slight share to local companies. The leading local companies were Sadanlar Pet Dis Tic Ltd Sti and Tropikal Bahçe ve Evcil Hayvan Ürünleri AS, which saw an increase in their shares in 2008 due to their successful brands, such as Goody by Tropikal and Bonnie by Sadanlar, and due to greater demand for economy products.
Supermarkets/hypermarkets is the leading distribution channel
Supermarkets/hypermarkets is expected to remain the leading distribution channel in 2009. The share of this distribution channel increased greatly over the review period. The reason for this increase was greater shelf space allocated to economy dog and cat food in grocery channels, in the sense that economy products still dominated sales of pet food in Turkey. Veterinary clinics and pet shops lost share to supermarkets/hypermarkets, as they mostly focus on premium variants, and therefore only appeal to a niche segment of pet owners.
Positive volume growth over the forecast period
The market is expected to demonstrate negative constant value growth over the forecast period, due to falling unit prices. Pet food in Turkey is currently particularly expensive compared with in other European countries, and as sales increase, prices are expected to decline. In volume terms, positive growth is expected, although the pace of growth will be slower compared with the review period. Minimal effects of the 2008 global economic crisis, new product developments and a new consciousness of the benefits of prepared pet food and healthcare products will be the factors which stimulate volume growth.
Table of contents
PET FOOD AND PET CARE PRODUCTS IN TURKEY : MARKET INSIGHT
EXECUTIVE SUMMARY
Pet food and pet care products registers positive volume growth despite the global economic crisis
Consumers demand cheaper products
Multinationals still lead the market
Supermarkets/hypermarkets is the leading distribution channel
Positive volume growth over the forecast period
KEY TRENDS AND DEVELOPMENTS
The importance of supermarkets/hypermarkets increases as a distribution channel
Multinationals are dominant in a consolidated market
Premium products: the focus of new product launches
The share of prepared pet food increases
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 - TURKEY
ANADOLU AKVARYUM - PET FOOD AND PET CARE PRODUCTS - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Anadolu Akvaryum: Key Facts
Summary 3 Anadolu Akvaryum: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Anadolu Akvaryum: Competitive Position 2008
CAGATAY YEM VE GIDA SANAYII AS - PET FOOD AND PET CARE PRODUCTS - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Cagatay Yem ve Gida Sanayii AS: Key Facts
Summary 6 Cagatay Yem ve Gida Sanayii AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 7 Cagatay Yem ve Gida Sanayii AS: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 8 Cagatay Yem ve Gida Sanayii AS: Competitive Position 2008
MOPSAN VETERINER URUNLERI SANAYII VE TICARET AS - PET FOOD AND PET CARE PRODUCTS - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Mopsan Veteriner Urunleri Sanayii ve Ticaret AS: Key Facts
Summary 10 Mopsan Veteriner Urunleri Sanayii ve Ticaret AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Table 14 Mopsan Veteriner Urunleri Sanayii ve Ticaret AS: Competitive Position 2008
SADANLAR PET DIS TIC LTD STI - PET FOOD AND PET CARE PRODUCTS - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Sadanlar Pet Dis Tic Ltd Sti: Key Facts
Summary 12 Sadanlar Pet Dis Tic Ltd Sti: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Sadanlar Pet Dis Tic Ltd Sti: Competitive Position 2008
DOG FOOD IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 15 Dog Owning Households: % Analysis 2004-2009
Table 16 Dog Population 2004-2009
Table 17 Dog Food Prepared vs Non-prepared Gap: % Analysis 2004-2009
SECTOR DATA
Table 18 Sales of Dog Food by Type: Value 2004-2009
Table 19 Sales of Dog Food by Type: % Value Growth 2004-2009
Table 20 Sales of Premium Dog Food: Value 2004-2009
Table 21 Dog Food Company Shares 2004-2008
Table 22 Dog Food Brand Shares 2005-2008
Table 23 Dog Treats Brand Shares 2005-2008
Table 24 Forecast Sales of Dog Food by Type: Value 2009-2014
Table 25 Forecast Sales of Dog Food by Type: % Value Growth 2009-2014
CAT FOOD IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 26 Cat Owning Households: % Analysis 2004-2009
Table 27 Cat Population 2004-2009
Table 28 Cat Food Prepared vs Non-prepared Gap: % Analysis 2004-2009
SECTOR DATA
Table 29 Sales of Cat Food by Type: Value 2004-2009
Table 30 Sales of Cat Food by Type: % Value Growth 2004-2009
Table 31 Sales of Premium Cat Food: Value 2004-2009
Table 32 Cat Food Company Shares 2004-2008
Table 33 Cat Food Brand Shares 2005-2008
Table 34 Cat Treats Brand Shares 2005-2008
Table 35 Forecast Sales of Cat Food by Type: Value 2009-2014
Table 36 Forecast Sales of Cat Food by Type: % Value Growth 2009-2014
OTHER PET FOOD IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 37 Other Pet Population 2004-2009
SECTOR DATA
Table 38 Sales of Other Pet Food by Type: Volume 2004-2009
Table 39 Sales of Other Pet Food by Type: Value 2004-2009
Table 40 Sales of Other Pet Food by Type: % Volume Growth 2004-2009
Table 41 Sales of Other Pet Food by Type: % Value Growth 2004-2009
Table 42 Bird Food Brand Shares 2005-2008
Table 43 Fish Food Brand Shares 2005-2008
Table 44 Forecast Sales of Other Pet Food by Type: Volume 2009-2014
Table 45 Forecast Sales of Other Pet Food by Type: Value 2009-2014
Table 46 Forecast Sales of Other Pet Food by Type: % Volume Growth 2009-2014
Table 47 Forecast Sales of Other Pet Food by Type: % Value Growth 2009-2014
PET CARE PRODUCTS IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 48 Sales of Pet Care Products by Type: Value 2004-2009
Table 49 Sales of Pet Care Products by Type: % Value Growth 2004-2009
Table 50 Sales of Healthcare Products by Type: % Value Breakdown 2004-2009
Table 51 Forecast Sales of Pet Care Products by Type: Value 2009-2014
Table 52 Forecast Sales of Pet Care Products by Type: % Value Growth 2009-2014