Pet care sees a slight decline in 2013
After years of continuous and steady growth, the pet care market starts to notice a slight decline in value in 2013 generated partly from the food category where volume sales slowed the value growth down across most categories. This was mainly due to the fact that the pet food market is mature and saturated on one hand and that, in particular with dog food, volumes are restricted by the increasing trend in Italy towards small-sized dogs. Value decreasing only slightly is explained by the on-going humanisation trend supporting sales of products, in particular, snacks with added value health and wellness properties, and premium attributes, and therefore higher unit prices.
Increasing polarisation in pet food
The economic downturn evident in recent years in Italy has increased the number of price-sensitive customers, and while a proportion of the population continues to buy premium products as the humanisation trend for pets prevails, those with restricted purchasing power continues to buy prepared food and essential pet care products but look for lower prices. The trend is clearly becoming ‘premium vs. economy’, supported by a market that offers an increasing range of economy products from branded manufacturers in the industry and private label.
Nestlé and Mars continue to lead indisputably
The two multinationals, Nestlé Purina Pet Care Italia SpA and Mars Italia SpA, continued to lead in Italy in 2012. In particular, the growing polarisation of the market created increasing demand for premium and economy products at the same time; which is where the two key players focused their investments. The still-evident premiumisation trend also created a highly conducive environment for multinational players, such as Wonderfood and Hill’s Pet Nutrition, to play the role of niche producers, stimulating demand for speciality and highly functional pet food (therapeutic or organic, for example).
Grocery retailers widening their presence in the distribution scenario
Pet shops remains the biggest distribution channel for pet care products in Italy in 2013. These outlets’ main strengths are the superior product knowledge of sales staff, as well as easier accessibility being usually in town centres. That said, modern grocery retailers are showing the highest growth in share of distribution. These stores are increasing the range of products they offer, including private label and economy ranges, which are appealing to price-sensitive consumers. In addition, modern grocery retailers are in a position to offer attractive discounts.
Steady performance expected for pet care in Italy over the forecast period
Pet care is expected to put in a moderate performance over the forecast period, registering stability in constant value and volume terms. While sales will remain negative in the short term, by the latter half of the forecast period, sales are expected to return to growth as consumers become less constrained in their spending. .
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The Pet Care in Italy 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 Italy?
- What are the major brands in Italy?
- 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.