Pet care is expected to register above average current value growth in 2013
In 2013, pet care in Turkey is expected to demonstrate a higher current value growth compared with the review period CAGR. The improved economic conditions in the country means rising disposable incomes, which translate into a growing number of people switching from food scraps to prepared pet food.
A rising number of new products and the lifting of the import ban on red meat stimulate growth
An increasing number of new products in the market in 2010-2012 was a major reason for the value growth seen at the end of the review period. Cat food and dog food are the categories with the highest number of new products at the end of the review period. Some examples of new launches include Purina Dog Chow and Purina Cat Chow by Nestlé Purina Petcare Türkiye in 2011 and Hill’s Mature Sterilised Cat launched by Mopsan Veteriner Urunleri San ve Tic Ltd Sti in 2012 under cat food. Another significant factor for value growth was the lifting of the ban on the import of red meat products from abroad, mainly used in wet premium cat and dog food.
Heavy competition among local and multinational players
In 2012, there was fierce competition among local and multinational players, which led to total market value sales being relatively equal. Multinational companies had the dominant value share of premium products and led mid-priced products. Local companies, on the other hand, were strongest under economy products but also had a good value share of the mid-priced product sales. The top two companies in the market were Sadanlar Pet Dis Tic Ltd Sti and Tropikal Bahçe ve Evcil Hayvan Ürünleri AS, both established local companies that made their own local products and also imported multinational brands from abroad.
The share of internet retailing is on the increase
At the end of the review period, veterinary clinics and pet shops were the leading and third-leading distribution channels respectively. Supermarkets, which owned the second-highest value share, saw growth in its value sales in 2012 as this channel sells economy and mid-priced products, which have the highest sales growth. Also, price promotions offered by chained supermarkets contributed to the sales growth of this channel. The most dynamic distribution channel, however, was internet retailing. This channel quadrupled its value share over the review period, thanks to increased internet access in the country and a rising number of websites that offer pet care products at favourable prices.
Constant value growth expected over the forecast period for pet care
Over the forecast period, pet care is predicted to demonstrate constant value growth compared with the negative trend seen over the review period. There is good potential for growth in the market as the share accounted for by prepared dog and cat food is still very low. The factors that will play an important role in the market’s value growth over the forecast period will be increasing pet ownership, rising urbanisation, a higher number of single-person households where pets are kept as companions, and improved economic conditions, which will mean that the disposable incomes of people will increase leading them to purchase better-quality pet food and pet care products. The market’s value growth will be mainly driven by the economy price segment as the majority of pet owners are only able to afford economy products, and the quality of these is expected to increase.
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The Pet Care in Turkey 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 Turkey?
- What are the major brands in Turkey?
- 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.