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Learn moreMay 2020
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Wet cat food current value sales are predicted to continue seeing a recovery in 2020, following the trend seen in 2019. This will occur despite continued decline being expected in volume terms in 2020.
The rising proportion of cat food sales through pet superstores and pet shops in the review period has been fuelled by these stores offering a widening range of products targeting specific health needs and addressing allergies. These outlets have notably seen a strong performance for grain-free ranges, as well as products offering more natural ingredients, including organic variants.
Cat treats sales have benefited from new product development that succeeded in increasing the acceptance of these products by cats as part of their diet. According to industry sources, recently launched variants have reached acceptance rates among cats of up to 90%.
Masterfoods’ position as the largest player in cat food remained undisputed in 2019, with its share seeing only slight erosion despite intense competition from premium private label ranges. While Masterfoods remains strong in cat treats with Whiskas and Dreamies, the company however lost the lead in this area to Vitakraft in 2019, indicating the impact of growing competition.
The third largest branded cat food player in 2019, Vitakraft, strongly benefited from cat treats’ growth, as the leading player in the category. Vitakraft also continued to boost its share of cat treats thanks to successful new product launches, notably the Premium Filet range containing a high protein content and the Triggles range.
Among private label, the dominance of the pet superstores Fressnapf was supported in 2019 by its wide assortment of products across all price bands, including economy range fit+fun and the premium Select Gold range. E-commerce pet specialist retailer Zooplus also focused on offering a wide range of premium private label options, notably the grain-free range Wild Freedom.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Cat Food industry in Germany 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 Cat Food industry in Germany, 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.