Dog Food in Slovakia

2021 IMPACT

Dog population continues to grow in 2021 boosting demand for dog food

The COVID-19 pandemic led to a growing need for pet companionship as many Slovaks had much more free time on their hands in 2020 thanks to schools being closed and many people working from home during lockdown. Dog shelters were almost emptied during the first wave of the pandemic in March to June, while dog breeders made a good buck selling puppies to willing consumers.

Market polarisation puts pressure on private label and premium brands in 2021

A major trend during the review period was market polarisation as mid-priced products lost ground to either premium or economy dog food products. However, private label dog food products will continue gaining popularity in the short term, moving increasingly into the mid-price segment as these brands continue adapting and mimicking labelling features from premium products, such as grain-free, high meat content, natural composition and declaring added meat content with supplementary vitamins and minerals.

Mars retains lead but could learn from the innovation of smaller competitors

Mars SR kom spol maintains its position as the leading dog food manufacturer in 2020 despite it losing value share. With consumer sophistication increasing, educating pet shop and superstore employees regarding pet nutrition is of growing importance to manufacturers, as is marketing directed at veterinary clinics.

RECOVERY AND OPPORTUNITIES

Slow sales growth likely while consumers remain price sensitive during the forecast period

Many consumers increasingly opt for larger dog food pack sizes in 2021 as they stock up on dog food as a consequence of the fear of the spreading COVID-19 pandemic. However, in the latter half of the forecast period the popularity of these larger pack sizes are expected to wane and consumers are likely to start shifting back to smaller pack sizes.

Locally sourced premium dog food expected to gain popularity over the forecast period

Over the forecast period Slovak dog owners are expected to increasingly prefer locally sourced premium dog food with small niche players such as Beifer gaining popularity and expanding their territory. This new shopping experience that favours package-free dog treats and mixers wrapped in eco-friendly or reusable pouches are becoming increasingly popular and is likely to continue doing so over the forecast period.

E-commerce set to see boost in value share during the forecast period

E-commerce became of major importance during 2020 due to social distancing and the weakening economic situation of Slovak households as a consequence of the pandemic. Shopping online allowed consumers not only to find quality dog food, but also the chance to easily compare products and prices.