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Country Report

Bulgaria Flag Pet Care in Bulgaria

| Pages: 59

Price: US$1,900

About this Report

EXECUTIVE SUMMARY

2014 pet care maintains high growth level from 2013

High growth in pet care continued to be the standard in 2014. Although the growth rate did not sustain the double-digit level of the previous year, it remained significant. This excellent result was due to the continuing penetration of dog food and cat food, the total consumption percentage of which were traditionally low in Bulgaria. While the pet population continued its slow decline, the habits of consumers geared towards more spending per pet.

Premium products continue to drive growth and stand out

Trading was the main trend in 2014. Consumers continued to buy higher tier products, as a reaction to concerns for their pets’ quality of life. The growth of the premium segment is the strongest in dog food, with dog food being the largest product category in terms of volume, as well as amounting to nearly half of total pet care sales in value terms. The premium segments’ growth was driven by product differentiation and an on-going stream of new product developments. Particularly, there was a strong trend for specialisation of products by various factors, such as age, therapeutic needs and nutritional focus.

Pet shops not going away

Pet shops remained as the most important distribution channel, accounting for half of the current value sales over the review period. The typical pet shop is relatively small but, nevertheless, stocks a variety of products across all price levels and for a variety of pets. Pet shops represents the traditional approach towards pet-keeping: it offers a wide variety of products, attendants who can provide professional advice, as well as a place where local pet lovers can meet up and connect. Another important channel is veterinary clinics. While it only commands a substantial share of sales in specialised pet healthcare (under pet products), it emerged as an important trendsetter, or an outlet where highly specialised vets provide guidance and suggestions regarding the general purchasing behaviour of pet owners.

Dog days for local players

With the increasing attention consumers paid towards health and nutrition as the primary factors for purchasing pet care, especially pet food, local producers found it difficult to compete. The majority of local players are geared towards low cost production and many do not see pet food as their primary business, which means less marketing expenditure and product development. This resulted in increased competition in the most price-sensitive categories.

Growth remains positive but will not sustain the same levels

Over the forecast period, several dynamics are expected to continue driving growth in pet care. On the one hand, increasing the quality of life of their pets will remain an important focus of consumers. In addition, as more and more urban consumers choose smaller dogs and various non-traditional pets such as small mammals and reptiles, spending per pet will increase. Finally, a key driver remains the large product variety, covering all price levels, as well as the increasing availability of good pet products in convenient retail locations. Despite these factors, the same growth levels are not expected to be maintained throughout the forecast period. Rather, a decrease to single-digit growth is predicted, which signifies the stabilisation of pet care and its impending maturity.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Pet Care industry in Bulgaria with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Pet Care industry in Bulgaria, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Bulgaria for free:

The Pet Care in Bulgaria 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 Bulgaria?
  • What are the major brands in Bulgaria?
  • 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?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Pet Care market research database.

Table of Contents

Pet Care in Bulgaria - Industry Overview

EXECUTIVE SUMMARY

2014 pet care maintains high growth level from 2013

Premium products continue to drive growth and stand out

Pet shops not going away

Dog days for local players

Growth remains positive but will not sustain the same levels

KEY TRENDS AND DEVELOPMENTS

Pet care growth unaffected by reduced spending in the economy

Lifestyle in urban areas will shape pet care

The growing importance of specialist shops drives consumer behaviour

Pet demographics tend towards smaller pets

MARKET INDICATORS

  • Table 1 Pet Populations 2009-2014

MARKET DATA

  • Table 2 Sales of Pet Food by Category: Volume 2009-2014
  • Table 3 Sales of Pet Care by Category: Value 2009-2014
  • Table 4 Sales of Pet Food by Category: % Volume Growth 2009-2014
  • Table 5 Sales of Pet Care by Category: % Value Growth 2009-2014
  • Table 6 NBO Company Shares of Pet Food: % Value 2009-2013
  • Table 7 LBN Brand Shares of Pet Food: % Value 2010-2013
  • Table 8 NBO Company Shares of Dog and Cat Food: % Value 2009-2013
  • Table 9 LBN Brand Shares of Dog and Cat Food: % Value 2010-2013
  • Table 10 Penetration of Private Label in Pet Care by Category: % Value 2009-2013
  • Table 11 Distribution of Pet Care by Format: % Value 2009-2014
  • Table 12 Distribution of Pet Care by Format and Category: % Value 2014
  • Table 13 Distribution of Dog and Cat Food by Format: % Value 2009-2014
  • Table 14 Distribution of Dog and Cat Food by Format and Category: % Value 2014
  • Table 15 Forecast Sales of Pet Food by Category: Volume 2014-2019
  • Table 16 Forecast Sales of Pet Care by Category: Value 2014-2019
  • Table 17 Forecast Sales of Pet Food by Category: % Volume Growth 2014-2019
  • Table 18 Forecast Sales of Pet Care by Category: % Value Growth 2014-2019

DEFINITIONS

SOURCES

  • Summary 1 Research Sources

Pet Care in Bulgaria - Company Profiles

Mars Inc Bulgaria EOOD in Pet Care (Bulgaria)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 Mars Inc Bulgaria EOOD: Key Facts
  • Summary 3 Mars Inc Bulgaria EOOD: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 4 Mars Inc Bulgaria EOOD: Competitive Position 2013

Nestlé Bulgaria AD in Pet Care (Bulgaria)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 5 Nestlé Bulgaria AD: Key Facts
  • Summary 6 Nestlé Bulgaria AD: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 7 Nestlé Bulgaria AD: Competitive Position 2013

Pongo & Bengie OOD in Pet Care (Bulgaria)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 8 Pongo & Bengie OOD: Key Facts
  • Summary 9 Pongo & Bengie OOD: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 10 Pongo & Bengie OOD: Competitive Position 2013

Zoo Dino EOOD in Pet Care (Bulgaria)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 11 Zoo Dino EOOD: Key Facts
  • Summary 12 Zoo Dino EOOD: Operational Indicators

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

COMPETITIVE POSITIONING

  • Summary 13 Zoo Dino EOOD: Competitive Position 2013

Cat Food in Bulgaria - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 19 Cat Owning Households: % Analysis 2009-2014
  • Table 20 Cat Population 2009-2014
  • Table 21 Consumption of Cat Food by Prepared vs Non-prepared: % Analysis 2009-2014

CATEGORY DATA

  • Summary 14 Cat Food by Price Band 2014
  • Table 22 Sales of Cat Food by Category: Volume 2009-2014
  • Table 23 Sales of Cat Food by Category: Value 2009-2014
  • Table 24 Sales of Cat Food by Category: % Volume Growth 2009-2014
  • Table 25 Sales of Cat Food by Category: % Value Growth 2009-2014
  • Table 26 Sales of Premium Cat Food by Category: Value 2009-2014
  • Table 27 NBO Company Shares of Cat Food: % Value 2009-2013
  • Table 28 LBN Brand Shares of Cat Food: % Value 2010-2013
  • Table 29 LBN Brand Shares of Cat Treats: % Value 2010-2013
  • Table 30 Forecast Sales of Cat Food by Category: Volume 2014-2019
  • Table 31 Forecast Sales of Cat Food by Category: Value 2014-2019
  • Table 32 Forecast Sales of Cat Food by Category: % Volume Growth 2014-2019
  • Table 33 Forecast Sales of Cat Food by Category: % Value Growth 2014-2019

Dog Food in Bulgaria - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 34 Dog Owning Households: % Analysis 2009-2014
  • Table 35 Dog Population 2009-2014
  • Table 36 Consumption of Dog Food by Prepared vs Non-prepared: % Analysis 2009-2014

CATEGORY DATA

  • Summary 15 Dog Food by Price Band 2014
  • Table 37 Sales of Dog Food by Category: Volume 2009-2014
  • Table 38 Sales of Dog Food by Category: Value 2009-2014
  • Table 39 Sales of Dog Food by Category: % Volume Growth 2009-2014
  • Table 40 Sales of Dog Food by Category: % Value Growth 2009-2014
  • Table 41 Sales of Premium Dog Food by Category: Value 2009-2014
  • Table 42 NBO Company Shares of Dog Food: % Value 2009-2013
  • Table 43 LBN Brand Shares of Dog Food: % Value 2010-2013
  • Table 44 LBN Brand Shares of Dog Treats: % Value 2010-2013
  • Table 45 Forecast Sales of Dog Food by Category: Volume 2014-2019
  • Table 46 Forecast Sales of Dog Food by Category: Value 2014-2019
  • Table 47 Forecast Sales of Dog Food by Category: % Volume Growth 2014-2019
  • Table 48 Forecast Sales of Dog Food by Category: % Value Growth 2014-2019

Other Pet Food in Bulgaria - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 49 Other Pet Population 2009-2014

CATEGORY DATA

  • Table 50 Sales of Other Pet Food by Category: Volume 2009-2014
  • Table 51 Sales of Other Pet Food by Category: Value 2009-2014
  • Table 52 Sales of Other Pet Food by Category: % Volume Growth 2009-2014
  • Table 53 Sales of Other Pet Food by Category: % Value Growth 2009-2014
  • Table 54 LBN Brand Shares of Bird Food: % Value 2010-2013
  • Table 55 LBN Brand Shares of Fish Food: % Value 2010-2013
  • Table 56 LBN Brand Shares of Small Mammal/Reptile Food: % Value 2010-2013
  • Table 57 Forecast Sales of Other Pet Food by Category: Volume 2014-2019
  • Table 58 Forecast Sales of Other Pet Food by Category: Value 2014-2019
  • Table 59 Forecast Sales of Other Pet Food by Category: % Volume Growth 2014-2019
  • Table 60 Forecast Sales of Other Pet Food by Category: % Value Growth 2014-2019

Pet Products in Bulgaria - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 61 Sales of Pet Products by Category: Value 2009-2014
  • Table 62 Sales of Pet Products by Category: % Value Growth 2009-2014
  • Table 63 Sales of Pet Healthcare by Type: % Value Breakdown 2009-2014
  • Table 64 Forecast Sales of Pet Products by Category: Value 2014-2019
  • Table 65 Forecast Sales of Pet Products by Category: % Value Growth 2014-2019

Segmentation

This market research report includes the following:

  • Pet Care
    • Pet Food
      • Dog and Cat Food
        • Cat Food
          • Cat Treats and Mixers
            • Cat Mixers
            • Cat Treats
          • Dry Cat Food
            • Economy Dry Cat Food
            • Mid-Priced Dry Cat Food
            • Premium Dry Cat Food
            • Wet Cat Food
              • Economy Wet Cat Food
              • Mid-Priced Wet Cat Food
              • Premium Wet Cat Food
            • Dog Food
              • Dog Treats and Mixers
                • Dog Mixers
                • Dog Treats
              • Dry Dog Food
                • Economy Dry Dog Food
                • Mid-Priced Dry Dog Food
                • Premium Dry Dog Food
                • Wet Dog Food
                  • Economy Wet Dog Food
                  • Mid-Priced Wet Dog Food
                  • Premium Wet Dog Food
              • Dog and Cat Food by Price Platform and Type
                • Dog and Cat Food by Price Platform (Excl Treats and Mixers)
                  • Economy Dog and Cat Food
                    • Economy Dry Cat Food
                    • Economy Dry Dog Food
                    • Economy Wet Cat Food
                    • Economy Wet Dog Food
                  • Mid-Priced Dog and Cat Food
                    • Mid-Priced Dry Cat Food
                    • Mid-Priced Dry Dog Food
                    • Mid-Priced Wet Cat Food
                    • Mid-Priced Wet Dog Food
                  • Premium Dog and Cat Food
                    • Premium Dry Cat Food
                      • Premium Dry Dog Food
                        • Premium Wet Cat Food
                          • Premium Wet Dog Food
                        • Dog and Cat Food by Price Platform (incl Treats and Mixers)
                          • Cat Food by Price Platform
                            • Cat Treats and Mixers
                              • Cat Mixers
                              • Cat Treats
                            • Economy Cat Food
                              • Economy Dry Cat Food
                              • Economy Wet Cat Food
                            • Mid-Priced Cat Food
                              • Mid-Priced Dry Cat Food
                              • Mid-Priced Wet Cat Food
                            • Premium Cat Food
                              • Premium Dry Cat Food
                                • Premium Wet Cat Food
                              • Dog Food by Price Platform
                                • Dog Treats and Mixers
                                  • Dog Mixers
                                  • Dog Treats
                                • Economy Dog Food
                                  • Economy Dry Dog Food
                                  • Economy Wet Dog Food
                                • Mid-Priced Dog Food
                                  • Mid-Priced Dry Dog Food
                                  • Mid-Priced Wet Dog Food
                                • Premium Dog Food
                                  • Premium Dry Dog Food
                                    • Premium Wet Dog Food
                                • Dog and Cat Food by Type (Excl Treats and Mixers)
                                  • Dry Dog and Cat Food
                                    • Dry Cat Food
                                      • Economy Dry Cat Food
                                      • Mid-Priced Dry Cat Food
                                      • Premium Dry Cat Food
                                      • Dry Dog Food
                                        • Economy Dry Dog Food
                                        • Mid-Priced Dry Dog Food
                                        • Premium Dry Dog Food
                                      • Wet Dog and Cat Food
                                        • Wet Cat Food
                                          • Economy Wet Cat Food
                                          • Mid-Priced Wet Cat Food
                                          • Premium Wet Cat Food
                                          • Wet Dog Food
                                            • Economy Wet Dog Food
                                            • Mid-Priced Wet Dog Food
                                            • Premium Wet Dog Food
                                      • Other Pet Food
                                        • Bird Food
                                        • Fish Food
                                        • Small Mammal/Reptile Food
                                    • Pet Products
                                      • Cat Litter
                                      • Pet Healthcare
                                      • Pet Dietary Supplements
                                      • Other Pet Products

                                  Statistics Included

                                  For each category and subcategory you will receive the following data in Excel format:

                                  From Passport

                                  • Market Sizes
                                  • Company Shares
                                  • Brand Shares
                                  • Distribution
                                  • Pricing
                                  • Analysis by Type
                                  • Number of Vets
                                  • Pet Ownership
                                  • Pet Population
                                  • Prepared Gap
                                  • Product by Life-Cycle
                                  • Products by Ingredient
                                  • Veterinary Clinics for Pets
                                  • Other Pet Products by Type

                                  Market size details:

                                  • Retail volume
                                  • Retail volume % growth
                                  • Retail volume per capita
                                  • Retail value retail selling price % growth
                                  • Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY
                                  • Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
                                  • Retail value manufacturer selling price % growth
                                  • Retail value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
                                  • Retail value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY

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