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.
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.
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.
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.
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.
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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This industry report originates from Passport, our Pet Care market research database.