Pet care registers growth despite economic crisis
Pet care continued to be dynamic, both in volume and value terms, in 2013 despite the gloomy economic situation. Portuguese pet owners seem unconcerned about the effects of the economic downturn when it comes to taking care of their animal companions. In fact, overall value sales of pet care experienced robust growth in 2013; growth which is set to continue during 2014. Despite the less favourable performance of some pet products or some other pet food being a cause for concern, categories such as cat and dog treats, and posted appreciable growth rates in 2013.
Economy pet food further expands
The economic downturn evident in recent years in Portugal has increased the number of price-sensitive customers. Those with restricted purchasing power continue to buy prepared food and essential pet care products, but look for lower prices. As a result, economy pet food was the most dynamic category. The advance of grocery retailers as a result of consumers’ saving attitude has allowed private label to increase its overall volume share. By being strongly committed to quality and by offering a wide range of products with a high degree of diversification, private label has reached similar product excellence as regular branded pet products and is stealing consumers from specialist channels and from key market brands.
Nestlé Portugal SA and Mars Portugal Inc maintain their dominance among branded players
Nestlé Portugal and Mars Portugal represented the largest manufacturers of pet food and pet care products in 2013. Both manufacturers encountered intensive competition in 2013, intensifying in-store promotions, 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 2013, being more competitive in terms of quality and winning consumers on price. Being mass-sale products, the greatest distribution of private label goods was mainly through retail outlets such as supermarkets, hypermarkets and discounters.
Modern grocery retailers dominate distribution
Being mass-sale products, the largest proportion of pet care items were in the hands of modern grocery retailers, such as supermarkets, hypermarkets and discounters. These offered a wide range of products from economy to premium-priced, 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 2013 by winning over more Portuguese pet owners, thus increasing price competition among manufacturers.
Healthy growth expected over the forecast period
Pet care is expected to grow in both volume and value terms over the forecast period, with cat and dog food proving to be the most important product categories for multinationals. The pet population in Portugal is anticipated to grow steadily over the forecast period, which will have a positive effect on consumer demand. Within pet products, value sales of pet healthcare and other pet products are expected to increase in value terms, although these will continue to remain small product categories. The trends of pet humanisation and health and wellness are projected to play important roles over the forecast period.
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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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This industry report originates from Passport, our Pet Care market research database.