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Company Profile

Mars Inc in Pet Care

| Pages: 41

Price: US$525

About this Report

Mars is the second largest player in pet care with a particularly strong base in Western Europe. Its Pedigree brand is the world’s best-selling pet food. The company also has a strong position in emerging markets, which should see it benefit as consumers in markets such as Brazil and Mexico increasingly humanise their pets and treat them as additional family members. Premiumisation is a long-term trend in pet care as a result.

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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 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 research team, a dedicated group of analysts that knows the industry inside and out.

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Table of Contents

Scope of the Report

Scope

Strategic Evaluation

Key company facts

Mars: Careful acquisition over the review period

Premium pet food shows strong growth

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

Cross-Atlantic division in leadership

Mars and Nestlé battle it out in pet care

Mars primarily a mid-priced player

Market Assessment

Mars enjoys broad presence in pet care

Cat treats and mixers to outpace growth in pet care

Eastern hemisphere dominance for Mars

Varying degrees of market maturity

Category and Geographic Opportunities

Premium products to drive US growth

Mars losing ground to Blue Buffalo brand in natural positioning

US humanisation promotes health and wellness in pet food

Mid-priced segment to drive growth in Brazil

Mexican pet care also mid-price focused

US to dominate growth in treats and mixers

Mars leads by segmenting treats: Functionality, indulgence, texture

Key trends in pet care

Brand Strategy

Mars well differentiated in mid-price platform

Mars looks to category diversification for Pedigree

Whiskas adds value through segmentation

Royal Canin keeps close to its veterinarian roots

Sheba re-enters US market

Operations

Global presence signifies need for global manufacturing

Extensive global reach covers all pet food and pet care disciplines

Extensive distribution adds to Mars’ strength

Recommendations

Mars should encourage trading up in emerging markets

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