Pet care sees continuous growth
Sales of pet care products increased significantly in both volume and value terms in Austria over the review period and both pet food and pet products maintained consistent growth in 2013. Growing demand for pet food is ensured by the growing population of pets in Austria and the declining use of unprepared pet food in favour of commercially prepared products. Pet products outperformed pet food in 2013, which was the result of the increasing awareness of the importance of many of these products for maintaining pet health, the humanisation trend and the ongoing success of pet superstores, retail outlets which offer a wide range of pet products.
Consumers are willing to spend good money on pet care
Strong demand for premium products is indicative of the increasing awareness of the importance of quality among pet owners, which is in line with the increasing health awareness with regards to pets. Austrian pet owners tend to serve their pets functional and specialised food diet while spending more money on pet products in categories such as pet healthcare and pet accessories. The consumer willingness to spend money on pets is also illustrated by the strong growth being recorded in dog and cat treats, which are quite expensive.
Mars Austria OG remains the clear leader in pet care
The multinational companies Mars Austria OG and Nestlé Österreich remain the leading companies in pet care in Austria. Mars continues investing heavily in its industry-leading brands in cat food and dog food, focusing on marketing and new product launches, while Nestlé has been increasingly focusing on its cat food brands. Private label products recorded a further slight increase in its value share during 2013. Private label is particularly strong in other pet food, a category in which the presence of multinational companies is limited.
The popularity of pet superstores continues to increase
Grocery retailers channels such as hypermarkets, discounters and supermarkets maintained the biggest value shares in pet care in 2013, mainly because of their nationwide coverage as well as the convenience factor they offer. However, pet superstores chains continue to expand in Austria, with the result that their value shares are increasing. These outlets continue to attract more customers due to their extensive product ranges and competent staff, particularly for sales of other pet food and pet products.
Strong growth potential for pet care during the forecast period
Pet care in Austria is expected to register healthy growth in both volume and value terms over the forecast period. Changing demographics and lifestyles in Austria and favourable economic conditions are favourable for pet ownership and are also likely to make Austrian pet owners more willing to spend money on their pets. The country’s leading pet superstores plan to continue with their expansion plans during the forecast period in order to establish themselves as the primary source of pet care products in Austria.
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The Pet Care in Austria market research report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
- What is the market size of Pet Care in Austria?
- What are the major brands in Austria?
- How did the downturn affect pet care spending?
- Which is the best-performing category within pet care?
- Which is the fastest-growing pet food manufacturer?
- How have pet specialists fared in recent years?
- What are growth prospects for pet care in the next 5 years?
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This industry report originates from Passport, our Pet Care market research database.