Rising pet ownership and pet humanisation trend drive market development
Israel’s pet care market continued to perform well in 2012, with growth in total current value sales equalling that recorded in 2011. Growth in total pet food volume sales was down slightly on the previous year, partly due to increasing maturity and the growing preference for smaller breeds (which eat less) among dog owners, but remained healthy overall. Growth in Israel’s total pet population was the main factor behind the positive development of the pet care market. At the same time, the pet humanisation trend (whereby owners treat their pets like human family members) and better education among consumers about how to properly care for different types of pets continued to bolster spending on pet care products.
Pet humanisation trend continues to support premiumisation in pet food
The pet humanisation trend continued to support premiumisation in the Israeli pet care market in 2012. As pet owners (mainly dog and cat owners) became more inclined to treat their pets as family members, they were willing to spend higher amounts on products that could improve their health and general wellbeing. This ensured that premium and super-premium products, which are mainly distributed via pet stores and pet superstores, continued to gain ground at the expense of mid-priced and economy products in several categories. In dog food, by far the largest pet food category in volume and current value sales terms, this trend was visible in rising demand for new grain-free super-premium products, which are considered to be healthier than those that contain grain. The narrowing of the price gap between premium and super-premium products also encouraged more consumers to favour the latter in 2012.
Bio-Pet strengthens its leading position in Israeli pet care
Domestic company Bio Pet Ltd continues to lead the Israeli pet market in 2012 with a broad portfolio that covers several product categories and all price segments. Despite increasing competition from leading multinationals like Nestlé Purina PetCare Israel and other large domestic players, Bio Pet’s market value share was up by almost one percentage point on 2011. This gain was underpinned by its competitive pricing strategy and continuous investment in innovation and marketing activities. Strong relationships with pet shops and pet superstores operators also contributed to the company’s market value share gain in 2012, as did the expansion of its already extensive distribution network.
Pet shops and pet superstores gain ground in pet care distribution
Pet shops and pet superstores made steady value share gains in terms of pet care distribution towards the end of the review period. Gains for both channels were partly due to the expansion of leading chains capable of offering broader assortments and more competitive prices than independent and mainstream retailers. The premiumisation and pet humanisation trends also bolstered the performances of these two channels, as pet shops and pet superstores not only carry much wider assortments of premium products than other retailers, but can also provide consumers with expert advice and additional services such as pet grooming.
Market development will slow towards 2018 but remain robust overall
Growth in Israel’s pet population and the premiumisation and pet humanisation trends will continue to drive the positive development of the pet care market over the forecast period. However, growth in total pet care constant value sales is expected to be slower than that recorded during the review period, as is growth in total pet food volume sales. In both cases, slower growth rates will be partly due to increasing maturity. At the same time, more intense price competition across the market will restrict growth in total pet care constant value sales, while growth in total pet food volume sales will be tempered by the increasing preference for smaller dogs, which eat less than larger breeds.
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Discover the latest market trends and uncover sources of future market growth for the Pet Care industry in Israel with research from Euromonitor's team of in-country analysts.
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The Pet Care in Israel 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 Israel?
- What are the major brands in Israel?
- 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.