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Country Report

Portugal Flag Pet Care in Portugal

| Pages: 53

Price: US$1,900

About this Report

EXECUTIVE SUMMARY

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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Overview

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.

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 Portugal, 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 Portugal for free:

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?

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 Portugal - Industry Overview

EXECUTIVE SUMMARY

Pet care registers growth despite economic crisis

Economy pet food further expands

Nestlé Portugal SA and Mars Portugal Inc maintain their dominance among branded players

Modern grocery retailers dominate distribution

Healthy growth expected over the forecast period

KEY TRENDS AND DEVELOPMENTS

Despite the negative economic climate, pet care grows

Price and promotions shape the competitive landscape

Increasing pet humanisation leads to the success of treats and pet products

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 Portugal - Company Profiles

Anivite SA in Pet Care (Portugal)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 Anivite SA: Key Facts
  • Summary 3 Anivite SA: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 4 Anivite SA: Competitive Position 2013

Naturea Petfoods PT in Pet Care (Portugal)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 5 Naturea Petfoods PT: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 6 Naturea Petfood PT: Competitive Position 2013

Orni - Ex Produtos Para Animais Lda in Pet Care (Portugal)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 7 Orni Ex - Produtos Para AnimaisLda: Key Facts
  • Summary 8 Orni Ex - Produtos Para AnimaisLda: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 9 Orni Ex – Produtos ParaAnimaisLda Competitive Position 2013

Ornimundo - Comércio de Animais e Plantas SA in Pet Care (Portugal)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 10 Ornimundo - Comércio de Animais e Plantas SA: Key Facts
  • Summary 11 Ornimundo - Comércio de Animais e Plantas SA: Operational Indicators

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

COMPETITIVE POSITIONING

Cat Food in Portugal - 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 12 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

Dog Food in Portugal - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 34 Dog Owning Households: % Analysis 2009-2014
  • Table 35 Dog Population 2009-2014
  • Table 36 Consumption of Dog Food by Prepared vs Non-prepared: % Analysis 2009-2014

CATEGORY DATA

  • Summary 13 Dog Food by Price Band 2014
  • Table 37 Sales of Dog Food by Category: Volume 2009-2014
  • Table 38 Sales of Dog Food by Category: Value 2009-2014
  • Table 39 Sales of Dog Food by Category: % Volume Growth 2009-2014
  • Table 40 Sales of Dog Food by Category: % Value Growth 2009-2014
  • Table 41 Sales of Premium Dog Food by Category: Value 2009-2014
  • Table 42 NBO Company Shares of Dog Food: % Value 2009-2013
  • Table 43 LBN Brand Shares of Dog Food: % Value 2010-2013
  • Table 44 LBN Brand Shares of Dog Treats: % Value 2010-2013
  • Table 45 Forecast Sales of Dog Food by Category: Volume 2014-2019
  • Table 46 Forecast Sales of Dog Food by Category: Value 2014-2019
  • Table 47 Forecast Sales of Dog Food by Category: % Volume Growth 2014-2019
  • Table 48 Forecast Sales of Dog Food by Category: % Value Growth 2014-2019

Other Pet Food in Portugal - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 49 Other Pet Population 2009-2014

CATEGORY DATA

  • Table 50 Sales of Other Pet Food by Category: Volume 2009-2014
  • Table 51 Sales of Other Pet Food by Category: Value 2009-2014
  • Table 52 Sales of Other Pet Food by Category: % Volume Growth 2009-2014
  • Table 53 Sales of Other Pet Food by Category: % Value Growth 2009-2014
  • Table 54 LBN Brand Shares of Bird Food: % Value 2010-2013
  • Table 55 LBN Brand Shares of Fish Food: % Value 2010-2013
  • Table 56 LBN Brand Shares of Small Mammal/Reptile Food: % Value 2010-2013
  • Table 57 Forecast Sales of Other Pet Food by Category: Volume 2014-2019
  • Table 58 Forecast Sales of Other Pet Food by Category: Value 2014-2019
  • Table 59 Forecast Sales of Other Pet Food by Category: % Volume Growth 2014-2019
  • Table 60 Forecast Sales of Other Pet Food by Category: % Value Growth 2014-2019

Pet Products in Portugal - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 61 Sales of Pet Products by Category: Value 2009-2014
  • Table 62 Sales of Pet Products by Category: % Value Growth 2009-2014
  • Table 63 Sales of Pet Healthcare by Type: % Value Breakdown 2009-2014
  • Table 64 Forecast Sales of Pet Products by Category: Value 2014-2019
  • Table 65 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
            • Wet Cat Food
              • Economy Wet Cat Food
              • Mid-Priced Wet Cat Food
              • Premium 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
                • Wet Dog Food
                  • Economy Wet Dog Food
                  • Mid-Priced Wet Dog Food
                  • Premium 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
                      • Premium Dry Dog Food
                        • Premium Wet Cat Food
                          • Premium 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
                                • Premium 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
                                    • Premium 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
                                      • Dry Dog Food
                                        • Economy Dry Dog Food
                                        • Mid-Priced Dry Dog Food
                                        • Premium Dry Dog Food
                                      • Wet Dog and Cat Food
                                        • Wet Cat Food
                                          • Economy Wet Cat Food
                                          • Mid-Priced Wet Cat Food
                                          • Premium Wet Cat Food
                                          • Wet Dog Food
                                            • Economy Wet Dog Food
                                            • Mid-Priced Wet Dog Food
                                            • Premium 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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