Pet care recovers quickly after the economic crisis
In 2008, the economy was affected by the economic crisis and consumption subsequently dropped in all areas. Although it was not as severely affected as other categories, pet care also suffered, particularly pet products, but also in the areas of dog and cat food; however, starting in 2012, sales began to recover and growth rates improved. The diversification of products available is increasing and pet owners are becoming more interested in the wellbeing of their pets.
Pet owners become increasingly educated and demanding
This trend is mostly visible in urban areas, but is beginning to be noticed in rural districts as well. Thanks to the multitude of available sources, pet owners are becoming increasingly informed about the needs of their pets and the products that are designed to satisfy their needs, and they are more willing to try out new products. Communication with veterinary clinics is improving and owners are starting to have a better understanding of their pets’ health and how to maintain it. In addition, the internet and specialised forums, pet shop assistants and veterinarians, as well as other owners, are all important sources of information, contributing to the growth of pet care.
Multinationals still dominate, while small companies diversify their ranges
Nestlé Romania and Mars Romania together continued to hold a dominant share of sales in 2012, while smaller companies continued to figure thanks to the beginning of an improvement in the overall economic situation. The large multinationals promote their products through intensive advertising campaigns, opening the way for other products and hence increasing competition. On the other hand, in pet products, sales are concentrated between two major players and fragmented in the rest, because pet products still has a lot of niche areas and small companies are taking advantage of these opportunities and of the increased awareness and education of pet owners.
Internet retailing is gaining share
In the last several years of the review period, the number of internet retailers multiplied at a fast pace, thanks to the low cost of opening such a business; however, since 2012, the competitive environment started to become more concentrated (pentruanimale.ro becoming the strongest player) and new strong players (such as zooplus.de) entered pet care. In addition, because of lower prices and home delivery, online retailers continued to grow their sales (nonetheless, some of their sales are not counted as such due to a difference in definitions, namely the online payment versus payment at delivery). Online stores can only benefit from the continuous expansion and growth of internet access and usage, even in rural areas.
Steady growth is expected for the forecast period
The first source of future growth comes from the differences in sales between rural and the urban areas, while the second important source lies in the prepared gap. During the forecast interval, sales in rural areas are expected to grow, as owners become more aware of the options available, and as dogs and cats start to be perceived as pets and not as domesticated beasts. In addition, the drop in the prepared gap means that scrap food is slowly being replaced with prepared food, which is increasingly available in all areas (through the expansion of modern retailers) at attractive prices.
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Discover the latest market trends and uncover sources of future market growth for the Pet Care industry in Romania with research from Euromonitor's team of in-country analysts.
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The Pet Care in Romania 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 Romania?
- What are the major brands in Romania?
- 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.