Pet care volume sales stable in Switzerland
In 2013, volume sales of pet care in Switzerland are expected to show stability; however, a value sales decline of 1% in current terms is expected. This decrease is expected to be as a result of falling retail prices in Switzerland. Due to the strong Swiss franc, people are tending to buy pet food from neighbouring countries, particularly premium products. In order to keep their competitiveness, Swiss retailers reduced prices for pet food and some pet products. In 2013, dog and cat treats are expected to perform well and these categories are expected to lead growth over the forecast period.
Premiumisation continues, despite declining numbers
Premiumisation is an ongoing trend in Switzerland, and value added products are in high demand. mmWith a very strong Swiss franc, prices in neighbouring countries are even more tempting. Most of the Swiss population lives within a maximum of a 1-hour drive to Germany, France, Austria or Italy, where premium pet food ranges between 20%-50% cheaper. Swiss pet owners are increasingly purchasing premium products, but instead of buying in Switzerland, they shop in or order from a neighbouring country.
Competitive landscape dominated by Migros Genossenschaftsbund, Mars Schweiz and Nestlé Purina PetCare Switzerland
With a 19% value share, Migros Genossenschaftsbund was the leading manufacturer of pet care products in Switzerland in 2012. Most of its private label products, available in its own Migros supermarkets and at Denner discounters, are within the 10 leading pet food items in the country. Migros Genossenschaftsbund is followed by the two major multinational pet food companies, Mars Schweiz and Nestlé Purina PetCare Switzerland. These top three companies have ensured their positions by continuously improving their brand portfolios. Brand loyalty is high amongst Swiss pet owners with a preference for brands that can be bought while doing one-stop shopping.
Supermarkets are the leading retailers
In 2013, supermarkets is expected to remain as the major distribution channel in Switzerland, led by Migros and Coop Genossenschaft; however, the value share of supermarkets is expected to slightly decrease over the forecast period. The second-most-popular channel, pet superstores, led by Qualipet and Fressnapf Schweiz, is expected to gain value share over the same period. Pet superstores is followed by pet shops with a good potential for value share growth. Discounters are also gaining in importance, while hypermarkets – in contrast to several other Western European countries – are historically less popular in Switzerland.
Pet care sales are expected to grow slightly
Over the forecast period, volume sales of pet care are expected to grow at a CAGR of 1%, which is higher than the marginal growth figure seen over the review period. In the second half of the forecast period, the economic situation in Europe is expected to stabilise. The exchange rate between the euro and the Swiss franc is set to be at the pre-economic crisis level and consumers are expected to buy more premium products in Switzerland. Treats and small mammal/reptile food are expected to contribute to the growth of Swiss pet care over the forecast period.
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The Pet Care in Switzerland 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 Switzerland?
- What are the major brands in Switzerland?
- 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.