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Country Report

Dog Food in

Dog Food in Russia

May 2020

US$990

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Executive Summary

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PROSPECTS

Prepared gap remains low in dog food but increasing awareness of importance of maintaining a dog’s health through a more balanced diet supports sales

The prepared gap within dog food remained low in Russia in 2020, despite an increasing propensity amongst urban dog owners to purchase prepared options compared to feeding them from the table, as many dogs in the country are kept for practical reasons such as for security rather than as family pets. Nevertheless, increasing education and awareness of the importance of offering dogs a more balanced diet is helping to support the development of dog food in Russia, driving further growth of the dominant dry dog food, with the economy segment the most popular due to its greater affordability.

Strong growth for dog treats linked to pet humanisation trend as urban consumers more likely to perceive dogs as part of the family

Dog treats recorded the highest current value growth in 2020, driven by its higher than average unit price, which makes this product accessible to more affluent dog owners. Sales are being driven by the emerging pet humanisation trend, as an increasing number of Russians, particularly those living in urban areas, see their pets as part of the family and therefore want to pamper them.

Development of dog food will continue to be driven by economy and mid-priced segments

The more affordable economy and mid-priced segments continued to dominate sales of dog food in Russia in 2020, a trend that is predicted to continue into the forecast period considering the tough economic conditions in the country. The development of premium dog food continued to see a difference in pace of growth between large cities and rural areas.

COMPETITIVE LANDSCAPE

Mars remains dominant, with further investment in local production by expanding manufacturing capacity

Dog food in Russia continued to be led by major global manufacturers Mars and Nestlé, despite increasing pressure from other internationals, while domestic players struggled to compete above the economy segment as they lack technological capability, investment, quality and marketing which would enable them to successfully enter mid-priced and premium dog food. Nevertheless, local manufacturer Miratorg APCH, strongly entered dog treats in 2018 with its brand Winner following the launch of a new production plant for manufacturing premium dog and cat food in addition to treats in the Kursk region through the investment of RUB4.

Nestlé records strong performance due to share gain for newer launches

Known primarily for its focus on the premium segments of dog food, particularly premium therapeutic wet dog food where it holds high share for Veterinary Diets and non-therapeutic brands ONE and Pro Plan, second-ranked Nestlé Russia OOO strengthened its position within dog food in 2019. The player gained further value share, particularly in mid-priced wet dog food, due to the launch of its Purina Friskies brand at the end of 2018 as it sees the further potential for developing different price segments to attract pet owners who are gradually switching to prepared food.

Greater segmentation and tailored nutrition to meet a dog’s specific needs expected from producers over the forecast period

Manufacturers of dog food are predicted to invest in greater product diversification over the forecast period, while innovation in terms of individualism is likely to give them an additional advantage, as Russian pet owners become increasingly interested in supporting their dogs’ wellbeing through the offer of prepared dog food. While segmentation has emerged in terms of specific food which is tailored to a dog’s size, producers are also considering other factors to address the needs of an individual dog.

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Dog Food Market Sample Report Dog Food Market Sample Data

Overview

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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 Dog Food industry in Russia 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 Russia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Dog Food in Russia 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 Russia?
What are the major brands in Russia?
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.

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Dog Food in Russia - Category analysis

HEADLINES

PROSPECTS

Prepared gap remains low in dog food but increasing awareness of importance of maintaining a dog’s health through a more balanced diet supports sales

Strong growth for dog treats linked to pet humanisation trend as urban consumers more likely to perceive dogs as part of the family

Development of dog food will continue to be driven by economy and mid-priced segments

COMPETITIVE LANDSCAPE

Mars remains dominant, with further investment in local production by expanding manufacturing capacity

Nestlé records strong performance due to share gain for newer launches

Greater segmentation and tailored nutrition to meet a dog’s specific needs expected from producers over the forecast period

CATEGORY INDICATORS

Table 1 Dog Owning Households: % Analysis 2015-2020
Table 2 Dog Population 2015-2020
Table 3 Consumption of Dog Food by Prepared vs Non-prepared: % Analysis 2015-2020

CATEGORY DATA

Summary 1 Dog Food by Price Band 2020
Table 4 Sales of Dog Food by Category: Volume 2015-2020
Table 5 Sales of Dog Food by Category: Value 2015-2020
Table 6 Sales of Dog Food by Category: % Volume Growth 2015-2020
Table 7 Sales of Dog Food by Category: % Value Growth 2015-2020
Table 8 Sales of Dry Dog Food by Life-Cycle: % Value 2015-2020
Table 9 Sales of Wet Dog Food by Life-Cycle: % Value 2015-2020
Table 10 NBO Company Shares of Dog Food: % Value 2015-2019
Table 11 LBN Brand Shares of Dog Food: % Value 2016-2019
Table 12 LBN Brand Shares of Dog Treats: % Value 2016-2019
Table 13 Distribution of Dog Food by Format: % Value 2015-2020
Table 14 Forecast Sales of Dog Food by Category: Volume 2020-2025
Table 15 Forecast Sales of Dog Food by Category: Value 2020-2025
Table 16 Forecast Sales of Dog Food by Category: % Volume Growth 2020-2025
Table 17 Forecast Sales of Dog Food by Category: % Value Growth 2020-2025

Pet Care in Russia - Industry Overview

EXECUTIVE SUMMARY

Despite marginally slower growth, pet care continues to grow supported by increasing pet population and urban consumers’ consideration of pets’ wellbeing

Pet humanisation trend remains relevant in Russia supporting demand for treats

Both global and domestic producers see further potential of pet care and invest in manufacturing facilities

Specialist pet shops continue to lose ground to modern grocery retailers and e-commerce

Further demand predicted for pet care over the forecast period in line with increasing pet population and further potential to narrow the prepared gap

MARKET INDICATORS

Table 18 Pet Populations 2015-2020

MARKET DATA

Table 19 Sales of Pet Food by Category: Volume 2015-2020
Table 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

Megatrends

Country Report

Dog Food in Russia

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Executive Summary

New Report Guarantee

PROSPECTS

Prepared gap remains low in dog food but increasing awareness of importance of maintaining a dog’s health through a more balanced diet supports sales

Strong growth for dog treats linked to pet humanisation trend as urban consumers more likely to perceive dogs as part of the family

Development of dog food will continue to be driven by economy and mid-priced segments

COMPETITIVE LANDSCAPE

Mars remains dominant, with further investment in local production by expanding manufacturing capacity

Nestlé records strong performance due to share gain for newer launches

Greater segmentation and tailored nutrition to meet a dog’s specific needs expected from producers over the forecast period

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Overview

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Table of Contents

Dog Food in Russia - Category analysis

HEADLINES

PROSPECTS

Prepared gap remains low in dog food but increasing awareness of importance of maintaining a dog’s health through a more balanced diet supports sales

Strong growth for dog treats linked to pet humanisation trend as urban consumers more likely to perceive dogs as part of the family

Development of dog food will continue to be driven by economy and mid-priced segments

COMPETITIVE LANDSCAPE

Mars remains dominant, with further investment in local production by expanding manufacturing capacity

Nestlé records strong performance due to share gain for newer launches

Greater segmentation and tailored nutrition to meet a dog’s specific needs expected from producers over the forecast period

CATEGORY INDICATORS

CATEGORY DATA

Pet Care in Russia - Industry Overview

EXECUTIVE SUMMARY

Despite marginally slower growth, pet care continues to grow supported by increasing pet population and urban consumers’ consideration of pets’ wellbeing

Pet humanisation trend remains relevant in Russia supporting demand for treats

Both global and domestic producers see further potential of pet care and invest in manufacturing facilities

Specialist pet shops continue to lose ground to modern grocery retailers and e-commerce

Further demand predicted for pet care over the forecast period in line with increasing pet population and further potential to narrow the prepared gap

MARKET INDICATORS

MARKET DATA

CORONAVIRUS (COVID-19)

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