Continued growth seen for all of pet care
Pet care products saw healthy growth over the review period as the industry proved to be resistant to economic slowdown suffered by Poland from 2009-2011. The market growth was possible owing to its low level of saturation, which is much below the EU average. On the other hand, the growth rate of prepared pet food is hampered by the well-established model of mixed feeding, which combines utilisation of leftovers of human meals with prepared food purchased in retail. That habit is traditionally well established in rural areas, where the average purchasing power is lower than in large cities.
Specialisation is key trend in 2014
A key 2014 trend is market specialisation and premiumisation, which translates into dynamic growth of premium products. That phenomenon confirms the developmental phase of the market, which is characterised by rising consumer interest in product quality and diversified assortment. Thus, the market is clearly developing towards offers that address specific segments of pets, including their age, dimensions, breed and possible health problems. Manufacturers will be competing with innovative premium products that combine some added value with relatively acceptable pricing. The dynamic growth of premium products takes place at the expense of mid-priced ones, which still comprise the largest category within pet care.
Multinationals still rule the market
The Polish market is dominated by multinationals, of which Mars Polska and Nestlé Polska outdistance other competitors and cover together the dominant share of the market. Their competitive edge comes from having well-known brands that are strongly supported by promotional campaigns. Moreover, products of leading multinationals are widely available in both grocery outlets and pet specialists. However, due to the specialisation trend the share of multinationals is threatened by smaller dynamic operators that address their offer to smaller or even niche segments.
Pet shops and superstores still outperform other competitive channels
Pet specialist retailers leads sales of pet care in Poland. The strong point of these venues is their wide assortment of mid-priced and premium products adjusted to different segments of pets. Moreover, sales are supported by professional advice which is offered by sales officers in these venues. The rising trend towards specialisation favours further development of these retail outlets. On the other hand, highest growth is presented by private label launched by discounters and hypermarkets. Successful expansion of discounters with chains such as Biedronka and Lidl entails significant development of private label and branded products offered in these retail venues.
Further development of pet care seen, at declining pace
Pet care is expected to further develop in the forecast period. The rising sales will be fuelled by the still low level of saturation, which will translate into a significant number of consumers who will start feeding their pets prepared food. However, the pace of growth in 2014-2019 will be lower than in the review period. The reason is the traditionally established routine of feeding pets by combining household meal remains with prepared food. Moreover, the limited incomes of the majority of Polish consumers create a clear barrier against enlarging purchases of pet products.
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Discover the latest market trends and uncover sources of future market growth for the Pet Care industry in Poland with research from Euromonitor's team of in-country analysts.
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The Pet Care in Poland 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 Poland?
- What are the major brands in Poland?
- 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.