Pet Food And Pet Care Products in Austria
Euromonitor International's Pet Food And Pet Care Products in Austria 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: Sep 2008
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
Sales flat in 2008
Unit price pressure is expected to push down sales of dog and cat food in 2008. By contrast, other pet food and pet care products are expected to see a positive performance, but this is not enough to rescue value sales in the overall market, which are set to decline slightly. Dog and cat food together accounted for over 60% of total value sales in 2007, and therefore any trends within this category have a huge impact.
Dry food and treats lead growth
With busier lifestyles and more hectic everyday activities, pet owners look for more convenient products. Easy handling and high quality products are in strong demand. Dry food offers this convenience, as there is no need for complex preparations as there is with wet food. In volume terms, dry food showed a good performance in both cat and dog food.
Another trend observed in 2007/2008 was the trend towards pet treats, which showed a great deal of potential. Pet treats offer functionality and added value, as they comprise additional nutriment combinations for pets’ skin and coats. In addition, many producers from other categories showed interest in this product group.
Multinationals vs. Private Label; premium vs. economy
Big global players focused on innovation strategies in order to distinguish their products and avoid price competition with private label. Innovation strategy is seen in two ways. One is towards packaging and the other towards product improvement. Multinationals invested in improved, convenient, high quality packaging in order to move their products from mid-priced to premium priced ranges. One of the most significant packaging innovations in 2007 was single pouches, which meet the demand for convenience and high quality. Ongoing competition between multinationals and private label caused losses in the mid-priced range, since consumers tended to choose either premium or economy brands. Branded manufacturers rely on the premium features of their products, whereas private label focuses on the one important advantage of economy brands – favourable price.
Supermarkets/hypermarkets and other grocery retailers the main distribution channels
Supermarkets/hypermarkets stock a wide range of products, which includes pet food and pet care products. Pet owners prefer these distribution channels, since they offer a wide range of products, which makes shopping much easier, and there is no need to go to speciality stores in order to buy products for their pets. 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 exclude their products from supermarkets/hypermarkets. Grocery retailers held the majority of distribution share in almost all categories of pet food in 2008. Pet superstores held a rather minor distribution share, but with an expansion trend in Austria.
Humanisation of animals – health and wellness for pets
More and more Austrians are paying increased attention to the health and welfare of their pets. This is the reason why healthcare is expected to show a good performance in 2007/2008. Furthermore, pets are being treated more like humans, and pet owners are placing great emphasis on the quality of products for their pets, be it food, treats or pet care products. This trend is likely to continue over the forecast period and generate additional sales in pet care products, especially in healthcare. Pet food will also benefit from this trend, since pet owners are likely to demand food which is healthier and contains more natural ingredients.
Table of contents
PET FOOD AND PET CARE PRODUCTS IN AUSTRIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Sales flat in 2008
Dry food and treats lead growth
Multinationals vs. Private Label; premium vs. economy
Supermarkets/hypermarkets and other grocery retailers the main distribution channels
Humanisation of animals – health and wellness for pets
KEY TRENDS AND DEVELOPMENTS
Health and wellness trend penetrating pet food
Trend towards convenience and more convenient packaging
Changes in household profiles causes changes in pet ownership
Noticeable demand for innovations and added value
MARKET INDICATORS
Table 1 Pet Populations 2003-2008
MARKET DATA
Table 2 Sales of Pet Food and Pet Care Products by Sector: Volume 2003-2008
Table 3 Sales of Pet Food and Pet Care Products by Sector: Value 2003-2008
Table 4 Sales of Pet Food and Pet Care Products by Sector: % Volume Growth 2003-2008
Table 5 Sales of Pet Food and Pet Care Products by Sector: % Value Growth 2003-2008
Table 6 Dog and Cat Food Company Shares 2003-2007
Table 7 Dog and Cat Food Brand Shares 2004-2007
Table 8 Penetration of Private Label by Sector 2003-2007
Table 9 Sales of Pet Food and Pet Care Products by Sector and Distribution Format: % Analysis 2008
Table 10 Sales of Dog and Cat Food by Distribution Format: % Analysis 2008
Table 11 Forecast Sales of Pet Food and Pet Care Products by Sector: Volume 2008-2013
Table 12 Forecast Sales of Pet Food and Pet Care Products by Sector: Value 2008-2013
Table 13 Forecast Sales of Pet Food and Pet Care Products by Sector: % Volume Growth 2008-2013
Table 14 Forecast Sales of Pet Food and Pet Care Products by Sector: % Value Growth 2008-2013
DEFINITIONS
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - AUSTRIA
ADOLF RUPP HERRNMüHLE OHG - PET FOOD AND PET CARE PRODUCTS - AUSTRIA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Adolf Rupp Herrnmühle OHG: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 3 Adolf Rupp Herrnmühle OHG: Production Statistics 2007
COMPETITIVE POSITIONING
REWE AUSTRIA AG - PET FOOD AND PET CARE PRODUCTS - AUSTRIA
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Rewe Austria AG: Key Facts
Summary 5 Rewe Austria AG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Rewe Austria AG : Competitive Position 2007
TETRA WERKE GMBH - PET FOOD AND PET CARE PRODUCTS - AUSTRIA
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Tetra Werke GmbH: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 Tetra Werke GmbH: Competitive Position 2007
VITAKRAFT H WüHRMANN KG - PET FOOD AND PET CARE PRODUCTS - AUSTRIA
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Vitakraft Werke H Wührmann KG: Key Facts
Summary 10 Vitakraft Werke H Wührmann KG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 11 Vitakraft Werke H Wührmann KG: Competitive Position 2007
DOG FOOD IN AUSTRIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 15 Dog Owning Households: % Analysis 2003-2008
Table 16 Dog Population 2003-2008
Table 17 Dog Food Prepared vs Non-prepared Gap: % Analysis 2003-2008
SECTOR DATA
Table 18 Sales of Dog Food by Type: Value 2003-2008
Table 19 Sales of Dog Food by Type: % Value Growth 2003-2008
Table 20 Sales of Premium Dog Food: Value 2003-2008
Table 21 Dog Food Company Shares 2003-2007
Table 22 Dog Food Brand Shares 2004-2007
Table 23 Dog Treats Brand Shares 2004-2007
Table 24 Forecast Sales of Dog Food by Type: Value 2008-2013
Table 25 Forecast Sales of Dog Food by Type: % Value Growth 2008-2013
CAT FOOD IN AUSTRIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 26 Cat Owning Households: % Analysis 2003-2008
Table 27 Cat Population 2003-2008
Table 28 Cat Food Prepared vs Non-prepared Gap: % Analysis 2003-2008
SECTOR DATA
Table 29 Sales of Cat Food by Type: Value 2003-2008
Table 30 Sales of Cat Food by Type: % Value Growth 2003-2008
Table 31 Sales of Premium Cat Food: Value 2003-2008
Table 32 Cat Food Company Shares 2003-2007
Table 33 Cat Food Brand Shares 2004-2007
Table 34 Cat Treats Brand Shares 2004-2007
Table 35 Forecast Sales of Cat Food by Type: Value 2008-2013
Table 36 Forecast Sales of Cat Food by Type: % Value Growth 2008-2013
OTHER PET FOOD IN AUSTRIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 37 Other Pet Population 2003-2008
SECTOR DATA
Table 38 Sales of Other Pet Food by Type: Volume 2003-2008
Table 39 Sales of Other Pet Food by Type: Value 2003-2008
Table 40 Sales of Other Pet Food by Type: % Volume Growth 2003-2008
Table 41 Sales of Other Pet Food by Type: % Value Growth 2003-2008
Table 42 Bird Food Brand Shares 2004-2007
Table 43 Fish Food Brand Shares 2004-2007
Table 44 Forecast Sales of Other Pet Food by Type: Volume 2008-2013
Table 45 Forecast Sales of Other Pet Food by Type: Value 2008-2013
Table 46 Forecast Sales of Other Pet Food by Type: % Volume Growth 2008-2013
Table 47 Forecast Sales of Other Pet Food by Type: % Value Growth 2008-2013
PET CARE PRODUCTS IN AUSTRIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 48 Sales of Pet Care Products by Type: Value 2003-2008
Table 49 Sales of Pet Care Products by Type: % Value Growth 2003-2008
Table 50 Forecast Sales of Pet Care Products by Type: Value 2008-2013
Table 51 Forecast Sales of Pet Care Products by Type: % Value Growth 2008-2013