Executive Summary

Jul 2019
PROSPECTS
Dog food develops further towards premiumisation

In dog food, volume sales continued to grow at a slower rate than current value sales in Austria in 2018. The tendency towards smaller dog types is playing a role in holding back volume growth and is expected to continue to affect volume sales over the forecast period.

Treats and mixers continues to be most dynamic

Dog treats and mixers remained the most innovative area of dog food, constantly shifting towards the premium segment. Snacks with additional nutritional benefits, such as with “superfoods”, for example sweet potatoes or chia seeds, or just adding vegetables, like carrots, are steadily entering the market and these launches are welcomed by consumers.

Internet retailing’s share continues to grow

Even though supermarkets still has the largest distribution share in retail, the shift towards online purchases continues to reshape the sales in retailing channels. The growing demand for internet retailing is driven by convenient deals and the faster appearance of innovative options in this channel than in the offline channels.

COMPETITIVE LANDSCAPE
Leaders play on the emotional bond

Mars Austria OG remained the leading player in dog food in 2018, represented by brands such as Cesar, Royal Canin and Pedigree. It is constantly launching new products.

Private label continues to strengthen its position

The growing number of private label products and their development in superstores will continue to ensure a substantial share for private label in retail in both value and volume terms. By covering different price levels, private label has greater opportunities to capture an even larger sales share.

Product development is in demand

Trends from human food are rapidly picked up by the leading pet food manufacturers. For example, Vitakraft launched a new meat stick that offers even more functionality while maintaining freshness at the same time.

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Dog Food in Austria

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Overview

Discover the latest market trends and uncover sources of future market growth for the Dog Food industry in Austria 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 Dog Food industry in Austria, our research will save you time and money while empowering you to make informed, profitable decisions.

The Dog Food in Austria 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 Dog Food in Austria?
  • What are the major brands in Austria?
  • How fast are consumers trading up to prepared dog food?
  • How have pet specialists fared in recent 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.

Dog Food in Austria - Category analysis

HEADLINES

PROSPECTS

Dog food develops further towards premiumisation
Treats and mixers continues to be most dynamic
Internet retailing’s share continues to grow

COMPETITIVE LANDSCAPE

Leaders play on the emotional bond
Private label continues to strengthen its position
Product development is in demand

CATEGORY INDICATORS

Table 1 Dog Owning Households: % Analysis 2014-2019
Table 2 Dog Population 2014-2019
Table 3 Consumption of Dog Food by Prepared vs Non-prepared: % Analysis 2014-2019

CATEGORY DATA

Summary 1 Dog Food by Price Band 2019
Table 4 Sales of Dog Food by Category: Volume 2014-2019
Table 5 Sales of Dog Food by Category: Value 2014-2019
Table 6 Sales of Dog Food by Category: % Volume Growth 2014-2019
Table 7 Sales of Dog Food by Category: % Value Growth 2014-2019
Table 8 Sales of Dry Dog Food by Life-Cycle: % Value 2014-2018
Table 9 Sales of Wet Dog Food by Life-Cycle: % Value 2014-2018
Table 10 NBO Company Shares of Dog Food: % Value 2014-2018
Table 11 LBN Brand Shares of Dog Food: % Value 2015-2018
Table 12 LBN Brand Shares of Dog Treats: % Value 2015-2018
Table 13 Distribution of Dog Food by Format: % Value 2014-2019
Table 14 Forecast Sales of Dog Food by Category: Volume 2019-2024
Table 15 Forecast Sales of Dog Food by Category: Value 2019-2024
Table 16 Forecast Sales of Dog Food by Category: % Volume Growth 2019-2024
Table 17 Forecast Sales of Dog Food by Category: % Value Growth 2019-2024

Pet Care in Austria - Industry Overview

EXECUTIVE SUMMARY

Strong growth driven by the premium segment
Nutrition in focus
Mars continues to lead the market despite the strengthening position of private label
Pet superstores benefit the most from the market development
Further market growth with a high level of competition

MARKET INDICATORS

Table 18 Pet Populations 2014-2019

MARKET DATA

Table 19 Sales of Pet Food by Category: Volume 2014-2019
Table 20 Sales of Pet Care by Category: Value 2014-2019
Table 21 Sales of Pet Food by Category: % Volume Growth 2014-2019
Table 22 Sales of Pet Care by Category: % Value Growth 2014-2019
Table 23 NBO Company Shares of Pet Food: % Value 2014-2018
Table 24 LBN Brand Shares of Pet Food: % Value 2015-2018
Table 25 NBO Company Shares of Dog and Cat Food: % Value 2014-2018
Table 26 LBN Brand Shares of Dog and Cat Food: % Value 2015-2018
Table 27 Penetration of Private Label in Pet Care by Category: % Value 2014-2019
Table 28 Distribution of Pet Care by Format: % Value 2014-2019
Table 29 Distribution of Pet Care by Format and Category: % Value 2019
Table 30 Distribution of Dog and Cat Food by Format: % Value 2014-2019
Table 31 Distribution of Dog and Cat Food by Format and Category: % Value 2019
Table 32 Forecast Sales of Pet Food by Category: Volume 2019-2024
Table 33 Forecast Sales of Pet Care by Category: Value 2019-2024
Table 34 Forecast Sales of Pet Food by Category: % Volume Growth 2019-2024
Table 35 Forecast Sales of Pet Care by Category: % Value Growth 2019-2024

DEFINITIONS

SOURCES

Summary 2 Research Sources