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Cat Food in Italy
May 2020
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Executive Summary
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PROSPECTS
“Italianness” strategy responds to the demand for better quality recipes for cats
Cat food in Italy continues to see steady current value growth in 2020, with faster increases projected in the forecast period. Growing awareness of product quality remains the key driver of value sales, while the rapid growth of e-commerce has widened the offer of wet and dry cat food.
Pet humanisation and wellness trends drive sales of cat treats offering indulgence and health benefits
Cat treats is expected to remain the fastest-growing category in volume and current value terms over the forecast period, albeit from a relatively low sales base. Cats may not respond to treats as enthusiastically as their canine counterparts, but the pet humanisation trend continues to encourage owners to invest in these indulgences for their animals.
Functional and natural food and specific needs foster segmentation and diversification
Cat food is benefiting from the increasing focus on segmentation, diversification and functionality across categories. The demand for more natural food is impacting different types of cat food.
COMPETITIVE LANDSCAPE
Nestlé Purina PetCare invests in natural and specialist products to stay ahead of the field
Nestlé Purina PetCare remained the leading player in cat food in value share terms in 2019, followed by Mars Italia. As in dog food, their positions are supported by ongoing heavy investment in innovation and new product development.
Monge & C and Vitakraft exploit emerging growth drivers to expand their portfolios
As in dog food, Monge & C registered the fastest growth in current value sales in cat food in 2019. This performance was supported by Monge Grill for cats, a line of single-dose wet cat food.
Private label players look to premiumisation and animal care to gain an edge
Private label retained a double-digit share of value sales in cat food in 2019, as retailers competed with branded players via premiumisation. As a result, private label players are developing natural, low grain and single-protein products and differentiating products by age/lifestyle, etc.
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Overview
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.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Cat Food industry in Italy 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 Italy, our research will save you time and money while empowering you to make informed, profitable decisions.
The Cat Food in Italy 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 Cat Food in Italy?
- What are the major brands in Italy?
- How fast are consumers trading up to prepared cat food?
- How have pet specialists fared in recent years?
- 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.
Want to find out more about this report?
Request more informationTable of Contents
Cat Food in Italy - Category analysis
HEADLINES
PROSPECTS
“Italianness” strategy responds to the demand for better quality recipes for cats
Pet humanisation and wellness trends drive sales of cat treats offering indulgence and health benefits
Functional and natural food and specific needs foster segmentation and diversification
COMPETITIVE LANDSCAPE
Nestlé Purina PetCare invests in natural and specialist products to stay ahead of the field
Monge & C and Vitakraft exploit emerging growth drivers to expand their portfolios
Private label players look to premiumisation and animal care to gain an edge
CATEGORY INDICATORS
Table 1 Cat Owning Households: % Analysis 2015-2020Table 2 Cat Population 2015-2020
Table 3 Consumption of Cat Food by Prepared vs Non-prepared: % Analysis 2015-2020
CATEGORY DATA
Summary 1 Cat Food by Price Band 2020Table 4 Sales of Cat Food by Category: Volume 2015-2020
Table 5 Sales of Cat Food by Category: Value 2015-2020
Table 6 Sales of Cat Food by Category: % Volume Growth 2015-2020
Table 7 Sales of Cat Food by Category: % Value Growth 2015-2020
Table 8 Sales of Dry Cat Food by Life-Cycle: % Value 2015-2020
Table 9 Sales of Wet Cat Food by Life-Cycle: % Value 2015-2020
Table 10 NBO Company Shares of Cat Food: % Value 2015-2019
Table 11 LBN Brand Shares of Cat Food: % Value 2016-2019
Table 12 LBN Brand Shares of Cat Treats: % Value 2016-2019
Table 13 Distribution of Cat Food by Format: % Value 2015-2020
Table 14 Forecast Sales of Cat Food by Category: Volume 2020-2025
Table 15 Forecast Sales of Cat Food by Category: Value 2020-2025
Table 16 Forecast Sales of Cat Food by Category: % Volume Growth 2020-2025
Table 17 Forecast Sales of Cat Food by Category: % Value Growth 2020-2025
Pet Care in Italy - Industry Overview
EXECUTIVE SUMMARY
Value sales benefit from rising demand for premium pet food and products
Human food trends permeate as awareness of pet wellbeing develops
Leaders benefit from heavy investments while services offer new opportunities
Specialist retailers develop omnichannel and diversification tools to maintain an edge
Faster value growth expected as pet humanisation and premium trends accelerate
MARKET INDICATORS
Table 18 Pet Populations 2015-2020MARKET DATA
Table 19 Sales of Pet Food by Category: Volume 2015-2020Table 20 Sales of Pet Care by Category: Value 2015-2020
Table 21 Sales of Pet Food by Category: % Volume Growth 2015-2020
Table 22 Sales of Pet Care by Category: % Value Growth 2015-2020
Table 23 NBO Company Shares of Pet Food: % Value 2015-2019
Table 24 LBN Brand Shares of Pet Food: % Value 2016-2019
Table 25 NBO Company Shares of Dog and Cat Food: % Value 2015-2019
Table 26 LBN Brand Shares of Dog and Cat Food: % Value 2016-2019
Table 27 Penetration of Private Label in Pet Care by Category: % Value 2015-2020
Table 28 Distribution of Pet Care by Format: % Value 2015-2020
Table 29 Distribution of Pet Care by Format and Category: % Value 2020
Table 30 Distribution of Dog and Cat Food by Format: % Value 2015-2020
Table 31 Distribution of Dog and Cat Food by Format and Category: % Value 2020
Table 32 Forecast Sales of Pet Food by Category: Volume 2020-2025
Table 33 Forecast Sales of Pet Care by Category: Value 2020-2025
Table 34 Forecast Sales of Pet Food by Category: % Volume Growth 2020-2025
Table 35 Forecast Sales of Pet Care by Category: % Value Growth 2020-2025
CORONAVIRUS (COVID-19)
DEFINITIONS
SOURCES
Summary 2 Research SourcesWhy 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.
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