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Dog Food in
Italy

Country Report

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Executive Summary

Jun 2019
PROSPECTS
Personalised nutrition with more natural ingredients drives sales

The growth of dog food in 2019 continued to be supported by rising demand for more natural ingredients and foods which are high in protein, with this being seen across both wet and dry dog food, as well as dog treats and mixers. Dog owners are not only focusing on the functionality of dog food but are also seeking more natural and premium products, for example which are grain-free, free from GMOs, contain no allergens, are fortified and have a high meat content, with sustainability also being seen as important.

Product innovation enables Italians’ desire to reward their dogs

Although dry dog food continued to account for the majority of dog food value sales, dog treats remained by far the best performing category in 2019. Sales continue to be driven by innovation, with manufacturers focusing on offering products containing both natural and functional ingredients that improve dogs’ oral hygiene.

Small dogs create demand for smaller pack sizes as owners strive for convenience and to reduce waste

Demographic trends are playing an important role in packaging development. With the country’s ageing population and urbanisation favouring ownership of smaller dogs, a wider offer of smaller pack sizes is evident.

COMPETITIVE LANDSCAPE
Innovation ensures Nestlé Purina PetCare and Mars retain their lead

Nestlé Purina PetCare remained the leading player in dog food in 2018, followed by Mars. The positions of these two multinationals can be largely attributed to ongoing heavy investment in new product development.

Smaller local companies seeking to tap into rising demand for natural and organic dog food

Smaller local companies in Italy are also seeking to tap into rising consumer demand for more natural and organic dog food. Companies such as Agras Delic, Happy Dog, Monge, Farmina and Almo Nature are taking advantage of consumers’ desire for more personalised products, tailored to their dog’s breed or life stage.

Private label offering a good quality affordable alternative to branded dog food

Private label players in both grocery retailing and chained pet shops and superstores are increasingly expanding their dog food selections as they are seeking to offer local consumers decent alternatives to branded products, but at more competitive prices.

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Dog Food in Italy

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Overview

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

The Dog 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 Dog Food in Italy?
  • What are the major brands in Italy?
  • 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 Italy - Category analysis

HEADLINES

PROSPECTS

Personalised nutrition with more natural ingredients drives sales
Product innovation enables Italians’ desire to reward their dogs
Small dogs create demand for smaller pack sizes as owners strive for convenience and to reduce waste

COMPETITIVE LANDSCAPE

Innovation ensures Nestlé Purina PetCare and Mars retain their lead
Smaller local companies seeking to tap into rising demand for natural and organic dog food
Private label offering a good quality affordable alternative to branded dog food

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
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 Italy - Industry Overview

EXECUTIVE SUMMARY

Italians’ continued love of animals supports pet care in Italy
Humanisation and premiumisation trends result in value growth
Nestlé Purina PetCare maintains its lead
Small retailers struggle as chained pet stores continue to grow
A bright future for pet care as Italians spend on quality and innovation

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

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