Growth in 2013 despite the recession
Pet care sales increased significantly in both volume and current value terms over the review period. Pet food saw marketing activities for a large number of new, innovative products, frequent range extensions for leading brands, thus creating consumer awareness. Cat food and dog food showed the most potential and pet treats registered a good performance; however, there was a polarisation of brands with premium and economy products gaining popularity, with mid-priced products losing share. The trend towards the humanisation of pets also impacted on Portuguese sales of pet care products, as pet owners are willing to spend more on formulas or goods that result in better care for their pets. The economic recession is generating more pressure on prices as the retail industry is becoming more competitive.
Premiumisation across all price bands in dog and cat food
The Portuguese became more demanding than ever with regard to natural ingredients for their pets and were more aware of products with formulas containing fewer artificial ingredients. Premium products continued to register growth but manufacturers of formulas in mid-priced and economy-priced dog and cat food also responded to this trend, aiming to attract consumers based on the quality of their natural products.
Private label increases share with competitive prices
Nestlé Portugal and Mars Portugal represented the largest manufacturers of pet food and pet care products in 2012. Both manufacturers encountered intensive competition in 2012 triggered by consumers being more careful with their purchases and retailers responding by boosting their private label product ranges. Private label continued to grow in 2012, being more competitive in terms of quality and winning consumers on price. Being mass-sales products, the greatest distribution of private label goods were mainly through retail outlets such as supermarkets, hypermarkets and discounters.
Supermarkets increase their ranges providing convenience for consumers
Supermarkets saw the strongest gain in store based pet care value sales in 2012. Supermarkets offered their product ranges at lower unit prices and the convenience for consumers to purchase pet food/products from their outlets whilst they did their grocery shopping. Private label products continued to gain value share in 2012 by winning over more Portuguese pet owners, thus increasing price competition for manufacturers. In contrast, pet shops lost value share in 2012, as they traditionally offer a more expensive product range.
Growth is expected despite the recession
The economic recession affecting Portugal is set to continue for the first few years of the forecast period, nevertheless, sales of pet food and pet care products are expected to register growth. Portuguese consumers will continue to be more careful with their purchases, but the desire to buy higher-quality products will translate into sustained demand as consumers try to purchase the best goods and services for their pets. Manufacturers will try to increase their product ranges, such as in other pet products and pet healthcare, benefiting from the health and wellness trend to boost sales volumes.
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Discover the latest market trends and uncover sources of future market growth for the Pet Care industry in Portugal with research from Euromonitor's team of in-country analysts.
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The Pet Care in Portugal 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 Portugal?
- What are the major brands in Portugal?
- 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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- Gain competitive intelligence about market leaders
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This industry report originates from Passport, our Pet Care market research database.