56 pages, May 2017
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Pet care continues to record a positive performance, as a result of the increasing penetration of mainstream brands within the mass channel, increasing consumer awareness of pet health and wellness, and a progressive switch from feeding pets food scraps to using prepared food. Nevertheless, 2017's performance remained weaker compared to the review period value and volume CAGRs, due to the intensifying macroeconomic deterioration, which has led to more cautious consumer spending.
Pet owners' awareness about pet health and wellness continues to grow as a result of increasing internet penetration, which has led to greater consumer access to information on pet nutrition and pet care. Additionally, an increasing number of pet shops and veterinary clinics provide recommendations, which further increases pet owners' awareness of health pet nutrition.
Nestlé Purina led value sales of pet care in 2016, due to its strong position in cat and dog food. The company also registered a dynamic performance and increased it value sales significantly. The company enjoys a widespread presence in pet shops and veterinary clinics with its premium Purina brand. Nestlé Purina also significantly increased its penetration in the mass channel, especially grocery retailers. The company launched TV advertisements for its mid-priced Purina Felix brand, which further improved its position against its main competitors.
The increasing penetration of high speed internet, rising consumer trust, growing awareness of on-line shopping, and the consumer preference for convenience continue to drive pet care product sales via the internet. Additionally, an increasing number of on-line stores specialising in pet care products, such as petburada.com, have boosted sales through internet retailing.
Over the forecast period, pet care is set to record a better performance in constant value terms compared to the review period. Low levels of usage of prepared pet food indicate strong potential for growth. Additionally, increasing awareness among of pet owners of health pet nutrition is set to have a positive impact. The penetration of more brands into the grocery channel is set to add further dynamism to pet care sales. Additionally, increasing product diversity across various price segments is set to add dynamism to the forecast performance of pet care.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Pet Care industry in Turkey 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 Turkey, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Pet Care market research database.
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.