Pet Food And Pet Care Products in Portugal
Euromonitor International's Pet Food And Pet Care Products in Portugal 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: 58 | 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
Portuguese pet food and pet care products recorded healthy growth in 2007. It is expected to continue doing so in 2008 also, even though worsening economic conditions are anticipated to have a negative impact, thus slowing the growth rate in 2008. Positive sales performance in 2007 was driven by a premiumisation trend that went in tandem with pets increasingly seen as ‘human companions’ rather than simply animals. Premium dog and cat food, along with treats, outperformed overall growth in pet food and pet care products.
Health concerns reach pet food
The humanisation trend was reflected in the marketing of pet food towards healthier diets. Pet food manufacturers included information, such as calories per 100 g of food, protein, vitamins and minerals, among others. They also advised about the benefits of their marketed diets. Most dog owners in Portugal shifted towards dry dog food, as it is healthier, and has an oral hygiene function that helps to clean the teeth. In contrast, several cat owners – mostly in the upper classes – preferred to give their pets wet cat food because it was marketed as being chic and indulging.
Public pressure towards animal rights in a sedentary society
There was increased concern for the well being of, and respect for, animals. Several marketing campaigns from both public and private institutions advertised the non-abandonment and the adoption of animals – otherwise, they would be put down. This reflected the evolution of the market around animal respect and wellbeing. Because pets owners had little time to exercise their animals, new products were introduced that coped with this problem, and promoted a well balanced diet for sedentary lifestyles.
Nestlé and Masterfoods lead
Nestlé Purina and Masterfoods lead in pet food and pet care products, evidence of the high level of consolidation within the market. Moreover, private label was also an important force, accounting for roughly one fourth of the market, leaving non-leading brands with only 10% of market share.
Sluggish economy primarily affects mid-priced products
The cause of increased private label presence was the economic recession being experienced in Portugal. This led to a shift in purchasing patterns, and pet food and pet care products thus became characterised by increasing polarisation. On the one hand, consumers opted for cheaper products, thus helping sales of private label. On the other hand, premium products are seldom affected by an economic crisis. The consequence was the gradual hollowing of mid-priced pet food products that lost their importance as a transition product from economy to premium brands.
Pet food expected to perform moderately
Pet food is expected to increase in both volume and value terms during the forecast period, with 2008 trends predicted to continue. Over performer will be dog treats, as a result of product innovation that adds value to the products. Cat treats is also expected to perform superbly. Other pet food is expected to show lower growth, as dogs and cats will continue to be the favourite Portuguese pets.
Table of contents
PET FOOD AND PET CARE PRODUCTS IN PORTUGAL : MARKET INSIGHT
EXECUTIVE SUMMARY
Health concerns reach pet food
Public pressure towards animal rights in a sedentary society
Nestlé and Masterfoods lead
Sluggish economy primarily affects mid-priced products
Pet food expected to perform moderately
KEY TRENDS AND DEVELOPMENTS
Premiumisation of pet food and pet care products
Health Trend
Mid-priced pet food squeezed out
Proliferation of products dominates pet food
Supermarkets/hypermarkets the main POP (point-of-purchase)
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 - PORTUGAL
AQUAPOR – AQUáRIOS E EQUIPAMENTO - PET FOOD AND PET CARE PRODUCTS - PORTUGAL
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Aquapor – Aquários e equipamento: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
AVIPAR LDA - PET FOOD AND PET CARE PRODUCTS - PORTUGAL
STRATEGIC DIRECTION
KEY FACTS
Summary 3 Avipar Lda: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITION
Summary 4 Avipar Lda: Competitive Position 2007
NUTRIMPOR – IMPORTAçãO E NUTRIçãO LDA - PET FOOD AND PET CARE PRODUCTS - PORTUGAL
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Nutrimpor – Importação e Nutrição Lda: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
ORNI - EX PRODUTOS PARA ANIMAIS LDA - PET FOOD AND PET CARE PRODUCTS - PORTUGAL
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Orni - Ex Produtos Para Animais Lda: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Orni - Ex Produtos Para Animais Lda: Competitive Position 2007
DOG FOOD IN PORTUGAL
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 PORTUGAL
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 PORTUGAL
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 PORTUGAL
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