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Company Profile

Mars Inc in Pet Care

Price: US$525

About this Report

About this Report

The profile examines Mars Inc from 2007 to 2017 as global pet care market leader. Mars juggles to expand its reach, proficiently adapting in new markets while retaining core strengths. A strong innovator, Mars launched pet treats such as Pedigree Dentastix, and re-launched its Sheba brand. Opportunistic gains by acquisition boosted Mars premium lines, after scandal caused market confidence to decline in pet food. Mars can regain favour by repositioning affected brands and emphasising market supp

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Euromonitor International's report on Mars Inc delivers a detailed strategic analysis of the company's business, examining its performance in the Pet Products market and the global economy.

Company and market share data provide a detailed look at the financial position of Mars Inc, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Mars Inc.


This report examines:

  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWOT analysis of Mars Inc provides strategic intelligence on:
  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research You Can Trust:

Euromonitor International's company profile reports are written by our Pet Products research team, a dedicated group of analysts that knows the industry inside and out.

Buy this report to inform your planning, strategy, marketing, sales and competitor intelligence functions.

Delivery format

Reports are delivered in pdf format and can be downloaded from your online account (called My Pages) immediately after purchase.

Table of Contents

Table of Contents

Scope of the Report

Scope

Strategic Evaluation

Key company facts

Mars: From organic grower to M&A predator

Mid-priced cat and dog food losing ground to premium value sales

SWOT: Mars Inc

Key strategic objectives and challenges

Competitive Positioning

Mars vs Global pet care market

Neck and neck at the top of global pet care

Encroaching market consolidation in Global pet care

Nestlé and Mars: Transatlantic battleground for sales

Nestlé and Mars: Transatlantic battleground for sales

Share growth occurs, but Mars still depends on mid-priced pet food

Market Assessment

Mars could benefit from further premiumisation

Humanisation continues to drive global value growth

Mars dominant in emerging markets as well as in Western Europe

Eastern hemisphere dominance for Mars

Volume-driven growth in emerging markets

Category and Geographic Opportunities

Opportunities in Latin America, Russia and in the US

US pet owners seek the best products available for their dogs

US humanisation promotes Health and Wellness in pet food

Mid-priced dry dog food is key to Mars’s growth in Brazil

Russia: Humanisation travels eastwards and spreads outwards

Health care benefits and education required to premiumise China

Mars capitalising on Western European market growth in pet treats

Opportunity: High growth in cat and dog treats in emerging regions

Mars leads by segmenting treats: Functionality, indulgence, texture

Mars answers local consumer needs: Packaging and portion size

Small breeds, size and age all important in premium value dog food

Brand Strategy

Mars’s big guns keep the company in pole position

Better differentiation of premium and mid-priced categories needed

Royal Canin: Prevention, Health and Treatment Nutrition for pets

Sheba: Tough competition signifies need for tough brand overhaul

Whiskas extends premium varieties, but is differentiation better?

Operations

Global presence signifies need for global manufacturing

Extensive global reach covers all pet food and pet care disciplines

Extensive distribution adds to Mars’s strength

Recommendations

Premiumisation and pet health positioning lead the way forward

Report Definitions

Product category definitions

Samples

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