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Country Report

Italy Flag Pet Care in Italy

| Pages: 49

Price: US$2,100

About this Report

EXECUTIVE SUMMARY

Italian pet care market remains strong despite the economic crisis

The Italian pet care market continued to perform well in 2014 and 2015 despite a general decline in consumption and the changed spending behaviour of Italian consumers as a consequence of the prolonged economic and financial crisis. Pet care continued to benefit from increased attention paid to the health and wellbeing of pets and rising pet humanisation, with pets increasingly considered as family members and so deserving of good quality products. These trends influenced the pet care product choices of Italian consumers.

Premium and high quality products continue to grow

Italian consumers are increasingly looking for high quality premium and super-premium products for their pets as a way to ensure their health and wellbeing. In fact, consumers continue to be willing to spend more if they can guarantee their pets better quality products, specifically tailored to their needs. In addition, manufacturers are increasingly offering products in different pack sizes, for example reducing size for greater convenience or increasing size so as to offer lower prices, as well as better cater for specific needs, for example wet food products for sterilised cats. In addition, there has been a rise in demand for innovative food products which provide greater nutritional value.

International players continue to lead the market

The Italian pet care market continued to be concentrated in the hands of a few leading international players, which accounted for the majority of sales. International manufacturers are able to invest heavily in product development and communication/advertising, also offering a wide range of products and reaching consumers through various distribution channels. However, domestic players are also increasing their presence in the market thanks to investment in innovation and the widening of their product portfolios, trying to anticipate and respond specifically to the changing needs of consumers.

Sales in every channel

Consumers are increasingly preferring multi-channel purchases as a way to save money, together with for example the purchase of greater quantities of food when there is enough space to store it. Therefore, consumers are looking for bigger formats as a way to save money or very small ones so as to reduce waste and expenditure. Despite the preference for multi-channel purchases, the most innovative, therapeutic and healthcare products are sold in specialist pet stores. Internet retailing is also growing thanks to a higher number of products being sold though e-commerce and m-commerce, the latter also being interesting thanks to the possibility of providing offers to clients near the point of sale.

Bright future for pet care

The pet care market is expected to continue to grow in Italy thanks to increased consumer attention and interest in the wellbeing of pets, which are perceived as fully-fledged family members. In addition, the market has not yet reached maturity in Italy, with there remaining further potential for growth. Finally, despite the generally good performance expected from pet care over the forecast period, the best performances are expected from dog and cat treats and mixers thanks to new product development as well as consumers not only being concerned about rewarding their pets but also paying greater attention to their health and hygiene needs.

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Overview

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

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?

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 Italy - Industry Overview

EXECUTIVE SUMMARY

Italian pet care market remains strong despite the economic crisis

Premium and high quality products continue to grow

International players continue to lead the market

Sales in every channel

Bright future for pet care

KEY TRENDS AND DEVELOPMENTS

Pet care continues to grow in Italy

Advertising and new media

Pet food becomes increasingly specialised in terms of packaging and formulation

MARKET INDICATORS

  • Table 1 Pet Populations 2010-2015

MARKET DATA

  • Table 2 Sales of Pet Food by Category: Volume 2010-2015
  • Table 3 Sales of Pet Care by Category: Value 2010-2015
  • Table 4 Sales of Pet Food by Category: % Volume Growth 2010-2015
  • Table 5 Sales of Pet Care by Category: % Value Growth 2010-2015
  • Table 6 NBO Company Shares of Pet Food: % Value 2010-2014
  • Table 7 LBN Brand Shares of Pet Food: % Value 2011-2014
  • Table 8 NBO Company Shares of Dog and Cat Food: % Value 2010-2014
  • Table 9 LBN Brand Shares of Dog and Cat Food: % Value 2011-2014
  • Table 10 Penetration of Private Label in Pet Care by Category: % Value 2010-2014
  • Table 11 Distribution of Pet Care by Format: % Value 2010-2015
  • Table 12 Distribution of Pet Care by Format and Category: % Value 2015
  • Table 13 Distribution of Dog and Cat Food by Format: % Value 2010-2015
  • Table 14 Distribution of Dog and Cat Food by Format and Category: % Value 2015
  • Table 15 Forecast Sales of Pet Food by Category: Volume 2015-2020
  • Table 16 Forecast Sales of Pet Care by Category: Value 2015-2020
  • Table 17 Forecast Sales of Pet Food by Category: % Volume Growth 2015-2020
  • Table 18 Forecast Sales of Pet Care by Category: % Value Growth 2015-2020

DEFINITIONS

SOURCES

  • Summary 1 Research Sources

Pet Care in Italy - Company Profiles

Agrifarma SpA in Pet Care (Italy)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 Agrifarma SpA: Key Facts
  • Summary 3 Agrifarma SpA: Operational Indicators

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

COMPETITIVE POSITIONING

  • Summary 4 Agrifarma SpA: Competitive Position 2014

Conagit SpA in Pet Care (Italy)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 5 Conagit SpA: Key Facts
  • Summary 6 Conagit SpA: Operational Indicators

COMPANY BACKGROUND

COMPETITIVE POSITIONING

  • Summary 7 Conagit SpA: Competitive Position 2014

Monge & C SpA in Pet Care (Italy)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 8 Monge & C SpA: Key Facts
  • Summary 9 Monge & C SpA: Operational Indicators

COMPANY BACKGROUND

COMPETITIVE POSITIONING

  • Summary 10 Monge & C SpA: Competitive Position 2014

Morando SpA in Pet Care (Italy)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 11 Morando SpA: Key Facts
  • Summary 12 Morando SpA: Operational Indicators

COMPANY BACKGROUND

COMPETITIVE POSITIONING

  • Summary 13 Morando SpA: Competitive Position 2014

Cat Food in Italy - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 19 Cat Owning Households: % Analysis 2010-2015
  • Table 20 Cat Population 2010-2015
  • Table 21 Consumption of Cat Food by Prepared vs Non-prepared: % Analysis 2010-2015

CATEGORY DATA

  • Table 22 Sales of Cat Food by Category: Volume 2010-2015
  • Table 23 Sales of Cat Food by Category: Value 2010-2015
  • Table 24 Sales of Cat Food by Category: % Volume Growth 2010-2015
  • Table 25 Sales of Cat Food by Category: % Value Growth 2010-2015
  • Table 26 Sales of Premium Cat Food by Category: Value 2010-2015
  • Table 27 NBO Company Shares of Cat Food: % Value 2010-2014
  • Table 28 LBN Brand Shares of Cat Food: % Value 2011-2014
  • Table 29 LBN Brand Shares of Cat Treats: % Value 2011-2014
  • Table 30 Forecast Sales of Cat Food by Category: Volume 2015-2020
  • Table 31 Forecast Sales of Cat Food by Category: Value 2015-2020
  • Table 32 Forecast Sales of Cat Food by Category: % Volume Growth 2015-2020
  • Table 33 Forecast Sales of Cat Food by Category: % Value Growth 2015-2020
  • Summary 14 Cat Food by Price Band 2015

Dog Food in Italy - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 34 Dog Owning Households: % Analysis 2010-2015
  • Table 35 Dog Population 2010-2015
  • Table 36 Consumption of Dog Food by Prepared vs Non-prepared: % Analysis 2010-2015

CATEGORY DATA

  • Table 37 Sales of Dog Food by Category: Volume 2010-2015
  • Table 38 Sales of Dog Food by Category: Value 2010-2015
  • Table 39 Sales of Dog Food by Category: % Volume Growth 2010-2015
  • Table 40 Sales of Dog Food by Category: % Value Growth 2010-2015
  • Table 41 Sales of Premium Dog Food by Category: Value 2010-2015
  • Table 42 NBO Company Shares of Dog Food: % Value 2010-2014
  • Table 43 LBN Brand Shares of Dog Food: % Value 2011-2014
  • Table 44 LBN Brand Shares of Dog Treats: % Value 2011-2014
  • Table 45 Forecast Sales of Dog Food by Category: Volume 2015-2020
  • Table 46 Forecast Sales of Dog Food by Category: Value 2015-2020
  • Table 47 Forecast Sales of Dog Food by Category: % Volume Growth 2015-2020
  • Table 48 Forecast Sales of Dog Food by Category: % Value Growth 2015-2020
  • Summary 15 Dog Food by Price Band 2015

Other Pet Food in Italy - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 49 Other Pet Population 2010-2015

CATEGORY DATA

  • Table 50 Sales of Other Pet Food by Category: Volume 2010-2015
  • Table 51 Sales of Other Pet Food by Category: Value 2010-2015
  • Table 52 Sales of Other Pet Food by Category: % Volume Growth 2010-2015
  • Table 53 Sales of Other Pet Food by Category: % Value Growth 2010-2015
  • Table 54 LBN Brand Shares of Bird Food: % Value 2011-2014
  • Table 55 LBN Brand Shares of Fish Food: % Value 2011-2014
  • Table 56 LBN Brand Shares of Small Mammal/Reptile Food: % Value 2011-2014
  • Table 57 Forecast Sales of Other Pet Food by Category: Volume 2015-2020
  • Table 58 Forecast Sales of Other Pet Food by Category: Value 2015-2020
  • Table 59 Forecast Sales of Other Pet Food by Category: % Volume Growth 2015-2020
  • Table 60 Forecast Sales of Other Pet Food by Category: % Value Growth 2015-2020

Pet Products in Italy - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 61 Sales of Pet Products by Category: Value 2010-2015
  • Table 62 Sales of Pet Products by Category: % Value Growth 2010-2015
  • Table 63 Sales of Pet Healthcare by Type: % Value Breakdown 2010-2015
  • Table 64 Sales of Other Pet Products by Type: % Value Breakdown 2010-2015
  • Table 65 Forecast Sales of Pet Products by Category: Value 2015-2020
  • Table 66 Forecast Sales of Pet Products by Category: % Value Growth 2015-2020

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
              • Therapeutic Dry Cat Food
              • Non-Therapeutic Dry Cat Food
          • Wet Cat Food
            • Economy Wet Cat Food
            • Mid-Priced Wet Cat Food
            • Premium Wet Cat Food
              • Therapeutic Wet Cat Food
              • Non-Therapeutic 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
              • Therapeutic Dry Dog Food
              • Non-Therapeutic Dry Dog Food
          • Wet Dog Food
            • Economy Wet Dog Food
            • Mid-Priced Wet Dog Food
            • Premium Wet Dog Food
              • Therapeutic Wet Dog Food
              • Non-Therapeutic 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
              • Therapeutic Dry Cat Food
              • Non-Therapeutic Dry Cat Food
            • Premium Dry Dog Food
              • Therapeutic Dry Dog Food
              • Non-Therapeutic Dry Dog Food
            • Premium Wet Cat Food
              • Therapeutic Wet Cat Food
              • Non-Therapeutic Wet Cat Food
            • Premium Wet Dog Food
              • Therapeutic Wet Dog Food
              • Non-Therapeutic Wet Dog Food
          • Therapeutic Dog and Cat Food
            • Therapeutic Cat Food
              • Therapeutic Dry Cat Food
              • Therapeutic Wet Cat Food
            • Therapeutic Dog Food
              • Therapeutic Dry Dog Food
              • Therapeutic Wet Dog Food
          • Non-Therapeutic Dog and Cat Food
            • Non-Therapeutic Cat Food
              • Non-Therapeutic Dry Cat Food
              • Non-Therapeutic Wet Cat Food
            • Non-Therapeutic Dog Food
              • Non-Therapeutic Dry Dog Food
              • Non-Therapeutic 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
                • Therapeutic Dry Cat Food
                • Non-Therapeutic Dry Cat Food
              • Premium Wet Cat Food
                • Therapeutic Wet Cat Food
                • Non-Therapeutic Wet Cat Food
              • Therapeutic Cat Food
                • Therapeutic Dry Cat Food
                • Therapeutic Wet Cat Food
              • Non-Therapeutic Cat Food
                • Non-Therapeutic Dry Cat Food
                • Non-Therapeutic 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
                • Therapeutic Dry Dog Food
                • Non-Therapeutic Dry Dog Food
              • Premium Wet Dog Food
                • Therapeutic Wet Dog Food
                • Non-Therapeutic Wet Dog Food
              • Therapeutic Dog Food
                • Therapeutic Dry Dog Food
                • Therapeutic Wet Dog Food
              • Non-Therapeutic Dog Food
                • Non-Therapeutic Dry Dog Food
                • Non-Therapeutic 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
                • Therapeutic Dry Cat Food
                • Non-Therapeutic Dry Cat Food
            • Dry Dog Food
              • Economy Dry Dog Food
              • Mid-Priced Dry Dog Food
              • Premium Dry Dog Food
                • Therapeutic Dry Dog Food
                • Non-Therapeutic Dry Dog Food
          • Wet Dog and Cat Food
            • Wet Cat Food
              • Economy Wet Cat Food
              • Mid-Priced Wet Cat Food
              • Premium Wet Cat Food
                • Therapeutic Wet Cat Food
                • Non-Therapeutic Wet Cat Food
            • Wet Dog Food
              • Economy Wet Dog Food
              • Mid-Priced Wet Dog Food
              • Premium Wet Dog Food
                • Therapeutic Wet Dog Food
                • Non-Therapeutic 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
  • Analysis by Type
  • Number of Vets
  • Pet Ownership
  • Pet Population
  • Prepared Gap
  • Pricing
  • Product by Life-Cycle
  • Products by Ingredient
  • Veterinary Clinics for Pets

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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