Pet owners more concerned with pets’ wellbeing
Pet care recorded slightly stronger current value growth in 2014 with customers more likely to make purchases and more inclined to improving the wellbeing of their pets. Budget cutbacks still registered over the review period; however, the positive performance of pet care over this period stimulated local competition, encouraged the development of private label and motivated consumers to invest more in healthcare products for their pets. Consequently, a more-informed customer could be observed in addition to those seeking discounts and promotions. Retailers attracted pet owners with a more-diversified product range including more-innovative products as well as a wider range of economy products for those on limited budgets.
Private label boosts sales
Private label made a consistent contribution to growth over the review period, being mainly stimulated by consumer demand for economy products. As the difference between private label and cheap/affordable products became more solid, an increasing number of consumers started to opt for these types of products, which led to consistent growth in terms of both volume and value sales. Retailers realised the high potential for development and invested in product diversification, which meant an increased range of products at lower prices but with quality comparable to mid-priced goods. Consequently, private label manufacturers positioned themselves as providers of high-value goods at rock bottom prices, although there was also a growing range of mid-priced products, demonstrating their importance in the category’s development.
Multinationals still lead pet care
Pet care continued to be led by international players, with Nestlé Romania and Mars Romania occupying the top positions in 2014. This was mainly due to a very positive consumer perception of international brands; however, there were increasing efforts over the review period from local competitors that were growing at higher rates than the leading companies were, with Nordic Petfood Distribution leading the competition from local players.
Pet shops records a declining share of distribution
Hypermarkets accounted for a large value share of pet care, mainly due to the development of private label as well as the diversifying portfolio of products from import companies that were seeking to bring innovative products to the country. Consequently, the value share of pet shops declined over the review period as distribution slowly shifted towards large retail chains such as hypermarkets and supermarkets.
Growth is expected marginally slower in terms of constant 2014 prices
Over the forecast period, slower growth of 4% CAGR at constant 2014 prices is expected compared to the review period when CAGR was of 5%. This is due to the fact that consumers are increasingly looking for more-specialised products. In addition, the greater range of private label products in retail channels is also expected to slow down growth, as there will be an increasing number of products with no clear distinction between them other than price. Nevertheless, these changes will not significantly affect the development of pet care and will materialise in slightly slower but consistent growth.
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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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If you're in the Pet Care industry in Romania, our research will save you time and money while empowering you to make informed, profitable decisions.
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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?
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.