Pet care registers healthy growth
Sales of pet care products increased significantly in both volume and current value terms over the review period. Within this, both pet food and pet products maintained consistent growth. Pet food saw a large amount of marketing activity with a great many new innovative products, frequent range extensions and manufacturers of leading brands creating consumer awareness. Cat food and dog food offered companies the largest amount of business opportunity and both dog and cat treats registered impressive performances.
Strong trend towards health and wellness
Pet humanisation has transferred the trend towards human health and wellness to the world of pets, in which pet owners are transferring their values and beliefs to the lives of their animal companions. This is evident in all areas encompassing a pet’s life, from food to grooming and recreation. Therapeutic, value-added and specialised products have gained in importance and consequently, specialised food products with added benefits, such as those that contain vitamins, minerals, omega-3 and omega-6 fatty acids, and antioxidants rose in popularity. In addition, organic products and additive-free food were also in demand. As the competition in pet food significantly intensified, manufacturers used health and wellness features to add unique selling points to their brands and to differentiate them from those of their competitors.
Multinationals maintain their dominance
In spite of the strong growth of private label products within pet food, multinationals were able to maintain their prominent positions in the lucrative areas of cat and dog food. Their investments flowed into these two areas, which offered them the highest business potential. Mars Austria and Nestlé Österreich continued to invest in their leading brands and in the development of innovative products; however, within pet products, it has mainly been private label items that were able to record large value share due to the more limited presence of multinationals.
Distribution is in the hands of mass-sales retailers
Being mass-sales products, the largest proportion of pet care items were in the hands of mass-sales retail outlets, such as supermarkets, hypermarkets and discounters. The main advantage these have is the convenience they offer consumers due to their ubiquitous presence in all parts of the country. Pet superstores and pet shops registered growth in their value shares over the review period, and pet superstores in particular expanded rapidly and increased sales.
Healthy growth expected over the forecast period
Pet care is expected to grow in both volume and constant value terms over the forecast period, with cat and dog food proving to be the most important product categories for multinationals. The pet population in Austria is anticipated to grow steadily over the forecast period, which will have a positive effect on consumer demand. Within pet products, value sales of both pet healthcare and pet dietary supplements are expected to increase in constant terms, although these will continue to remain small product categories. The trends of pet humanisation and health and wellness are projected to play important roles over the forecast period.
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Discover the latest market trends and uncover sources of future market growth for the Pet Care industry in Austria with research from Euromonitor's team of in-country analysts.
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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.