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Country Report

Italy Flag Pet Care in Italy

| Pages: 48

Price: US$1,900

About this Report

EXECUTIVE SUMMARY

Sales growing in value, still slow in volume

Pet owners in Italy increasingly consider their pets to be part of their families, to the point that their presence influences several aspects of their lives, such as the holiday decision-making process. Consumers are willing to purchase for their pets the best they can afford, to improve their lives and health. Because of this, consumers are increasingly shifting towards products that show significant added-value, both in terms of convenience of use as well as achievement of results, in the case of food, and are therefore, are keener to purchase items with higher unit prices.

Saving by reducing product waste

Although Italian consumers feel the utmost responsibility of giving their pets the best life they can guarantee them, on a daily basis they still have to count the pennies when shopping, given that the domestic economy is still stagnant and consumers still do not have disposable income required to spend on non-essential products. Because of this, pet owners look for all possible ways to save money by not compromising on quality, and avoiding any product waste is considered a way of saving money. In practice, consumers are therefore increasingly purchasing more single serving packs in wet food and larger size convenience packs of dry food. Although smaller packaging is more expensive if compared to larger packs, it allows consumers to control portions, and reduce wastage, resulting in decreasing overall expense.

Multinationals leading the Italian market

Large multinationals dominate the Italian pet care market in Italy. Nestlé, Mars, Colgate-Palmolive (Hill’s) and Procter & Gamble are the top four leaders of this industry, thanks to their long-established presence in the market, considerable advertising and research and development budgets as well as the small size of local players, which despite having been in the market for a long time, have not been able to grow from their status of family-sized companies. Top players are mainly active in pet food, and are present in the market with several brands that cater to specific consumer needs and especially budgets.

Discounters broaden their product range in pet food

Discounters have been increasingly growing their product ranges in pet food. Throughout the entire period of economic crisis, consumers have been giving discount retail chains the possibility to accelerate growth in the Italian market, in light of the fact that they have been increasing store traffic significantly. Across all grocery retailing, consumers have increasingly shifted towards private label products as a way to save money, and pet owners made no exception, to the point that retailer, Penny Market, has allocated one full aisle to pet products under the Allegra Compagnia range.

Increasing convergence between pet and human food

In the years to come, the Italian market is expected to increasingly cross paths between food for humans and pets, with manufacturers developing and promoting products that feature the same added-values of human consumption. For example, consumers will increasingly give importance to traceability and locally-sourced ingredients, 100% made in Italy products, products that cater to specific pet needs like food intolerances and allergies, or specific lifestyles, like obese cats and dogs, sterilised cats, products that facilitate intestinal activity, as well as oral hygiene.

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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

Sales growing in value, still slow in volume

Saving by reducing product waste

Multinationals leading the Italian market

Discounters broaden their product range in pet food

Increasing convergence between pet and human food

KEY TRENDS AND DEVELOPMENTS

Polarisation between economy and premium products

Seeking more interactivity with dogs

Travelling with pets: Opportunities for domestic and international travellers

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 Italy - Company Profiles

Conagit SpA in Pet Care (Italy)

STRATEGIC DIRECTION

KEY FACTS

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

COMPANY BACKGROUND

PRODUCTION

  • Summary 4 Conagit SpA: Production Statistics 2013

COMPETITIVE POSITIONING

  • Summary 5 Conagit SpA: Competitive Position 2013

Maxi Zoo Italia SpA in Pet Care (Italy)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 6 Maxi Zoo Italia Spa: Key Facts
  • Summary 7 Maxi Zoo Italia Spa: Operational Indicators

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

  • Summary 8 Maxi Zoo Italia Spa: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 9 Maxi Zoo Italia Spa: Competitive Position 2013

Monge & C Srl in Pet Care (Italy)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 10 Monge & C Srl: Key Facts
  • Summary 11 Monge & C. Srl: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

  • Summary 12 Monge & C Srl: Production Statistics 2013

COMPETITIVE POSITIONING

  • Summary 13 Monge & C Srl: Competitive Position 2013

Cat Food in Italy - 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
  • 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 Italy - 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 15 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 Italy - 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 Italy - 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
              • 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
  • 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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