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Country Report

Hungary Flag Pet Care in Hungary

| Pages: 58

Price: US$2,100

About this Report

EXECUTIVE SUMMARY

Despite the gloomy mood around the economy, pet care records positive growth

Pet care was able to grow in 2014 both volume and value terms as manufacturers and distributors enjoyed persistent demand from Hungarian pet owners. In addition to an increase in the dog and cat population in the country, the penetration of prepared pet food also rose, which helps to maintain constantly strong demand to cover the growing demand for pet food. Manufacturers and distributors, on the other hand, provide strong supply, with more players entering the market, while others also increasingly focus on pet care.

Pet food polarises further as demand moves towards economy and premium

Besides the ever-increasing economy price platform, boosted by the price-sensitivity of many Hungarians, some consumers, especially those who are becoming better off, have started to seek premium quality from the products they buy, even if this meant higher prices. The recent trend of conscious pet ownership and higher awareness of pets’ health and wellness needs is driving many consumers to spend more on their pets, buying more premium products with high quality and additional benefits. This new consumer group generates demand for the more expensive health and wellness and therapeutic products, which until now have suffered from lack of attention due to weak consumer purchasing power.

Private label producers continue to thrive in pet food

Private label products continue to be a success domestically, being the main growth driver of pet food. Mostly positioned in the economy price platform, the range of private label provides an acceptable price level for Hungarian consumers who still refer to price as the most important factor when making purchases of fast-moving consumer goods. Grocery retailers, moreover, are in a good position as many pet owners buy pet food during daily or weekly shopping trips. Hypermarkets and discounters have grown dynamically in terms of category share of pet care sales, edging ever closer to the leading players Mars Magyarország and Nestlé. Drugstores have built up their own private label pet food assortments, putting their own pet food brands on their shelves.

Tax avoidance among internet retailers is highlighted in trade press

Due to the 27% VAT rate in Hungary, which is the highest in Europe, both distributors and manufacturers find it difficult to maintain profitability and provide an acceptable price level for consumers. In response, many internet retailers in Hungary have adopted a somewhat “grey” approach, registering their companies and hosting their websites in neighbouring countries where they can apply a significantly lower VAT rate and provide pet food products at a much lower price level to Hungarian consumers. This tax avoidance deters the supply side of the pet food market, making the market unfair for companies which apply the higher VAT rate. Internet retailing, however, still accounts for 3% of the overall market, although its share is expected to grow dynamically in the forecast period.

Steady growth is expected for the Hungarian pet food market

Despite the weak economic environment and continuous uncertainties of the future performance of the economy, the domestic pet food market is expected to achieve modest but steady growth in the coming years both in volume and value terms. Growth will mainly be driven by the economy price platform, especially the successful private label of the leading retailer chains, offering acceptable prices to price-sensitive Hungarians. The dog and cat population is also expected to sustain modest growth in Hungary, which will lead to a further rise in demand for pet products, especially pet food, while the penetration of prepared food is also expected to increase.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Pet Care industry in Hungary 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 Hungary, 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 Hungary for free:

The Pet Care in Hungary 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 Hungary?
  • What are the major brands in Hungary?
  • 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 Hungary - Industry Overview

EXECUTIVE SUMMARY

Despite the gloomy mood around the economy, pet care records positive growth

Pet food polarises further as demand moves towards economy and premium

Private label producers continue to thrive in pet food

Tax avoidance among internet retailers is highlighted in trade press

Steady growth is expected for the Hungarian pet food market

KEY TRENDS AND DEVELOPMENTS

Tax avoidance via foreign-hosted internet websites generates intense debate

Pet food polarises further with the growing premium-price segment

Dog and cat ownership trends will shape pet food consumption

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 Hungary - Company Profiles

Acana Magyarország Kft in Pet Care (Hungary)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 Acana Magyarország Kft: Key Facts
  • Summary 3 Acana Magyarország Kft: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 4 Acana Magyarország Kft: Competitive Position 2013

Fressnapf Hungária Kft in Pet Care (Hungary)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 5 Fressnapf Hungária Kft: Key Facts
  • Summary 6 Fressnapf Hungária Kft: Operational Indicators

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

  • Summary 7 Fressnapf Hungária Kft: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 8 Fressnapf Hungária Kft: Competitive Position 2013

Pet Hungaria Kft in Pet Care (Hungary)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 9 Pet Hungaria Kft: Key Facts
  • Summary 10 Pet Hungaria Kft: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

  • Summary 11 Pet Hungaria Kft: Production Statistics 2013

COMPETITIVE POSITIONING

  • Summary 12 Pet Hungaria Kft: Competitive Position 2013

Royal Canin Kft in Pet Care (Hungary)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 13 Royal Canin Kft: Key Facts
  • Summary 14 Royal Canin Kft: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 15 Royal Canin Kft: Competitive Position 2013

Cat Food in Hungary - 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 16 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
  • Table 34 Forecast Sales of Cat Food by Category: Volume 2014-2019
  • Table 35 Forecast Sales of Cat Food by Category: Value 2014-2019
  • Table 36 Forecast Sales of Cat Food by Category: % Volume Growth 2014-2019
  • Table 37 Forecast Sales of Cat Food by Category: % Value Growth 2014-2019

Dog Food in Hungary - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 38 Dog Owning Households: % Analysis 2009-2014
  • Table 39 Dog Population 2009-2014
  • Table 40 Consumption of Dog Food by Prepared vs Non-prepared: % Analysis 2009-2014

CATEGORY DATA

  • Summary 17 Dog Food by Price Band 2014
  • Table 41 Sales of Dog Food by Category: Volume 2009-2014
  • Table 42 Sales of Dog Food by Category: Value 2009-2014
  • Table 43 Sales of Dog Food by Category: % Volume Growth 2009-2014
  • Table 44 Sales of Dog Food by Category: % Value Growth 2009-2014
  • Table 45 Sales of Premium Dog Food by Category: Value 2009-2014
  • Table 46 NBO Company Shares of Dog Food: % Value 2009-2013
  • Table 47 LBN Brand Shares of Dog Food: % Value 2010-2013
  • Table 48 LBN Brand Shares of Dog Treats: % Value 2010-2013
  • Table 49 Forecast Sales of Dog Food by Category: Volume 2014-2019
  • Table 50 Forecast Sales of Dog Food by Category: Value 2014-2019
  • Table 51 Forecast Sales of Dog Food by Category: % Volume Growth 2014-2019
  • Table 52 Forecast Sales of Dog Food by Category: % Value Growth 2014-2019

Other Pet Food in Hungary - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 53 Other Pet Population 2009-2014

CATEGORY DATA

  • Table 54 Sales of Other Pet Food by Category: Volume 2009-2014
  • Table 55 Sales of Other Pet Food by Category: Value 2009-2014
  • Table 56 Sales of Other Pet Food by Category: % Volume Growth 2009-2014
  • Table 57 Sales of Other Pet Food by Category: % Value Growth 2009-2014
  • Table 58 LBN Brand Shares of Bird Food: % Value 2010-2013
  • Table 59 LBN Brand Shares of Fish Food: % Value 2010-2013
  • Table 60 LBN Brand Shares of Small Mammal/Reptile Food: % Value 2010-2013
  • Table 61 Forecast Sales of Other Pet Food by Category: Volume 2014-2019
  • Table 62 Forecast Sales of Other Pet Food by Category: Value 2014-2019
  • Table 63 Forecast Sales of Other Pet Food by Category: % Volume Growth 2014-2019
  • Table 64 Forecast Sales of Other Pet Food by Category: % Value Growth 2014-2019

Pet Products in Hungary - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 65 Sales of Pet Products by Category: Value 2009-2014
  • Table 66 Sales of Pet Products by Category: % Value Growth 2009-2014
  • Table 67 Sales of Pet Healthcare by Type: % Value Breakdown 2009-2014
  • Table 68 Forecast Sales of Pet Products by Category: Value 2014-2019
  • Table 69 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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