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Country Report

Pet Care in

Pet Care in Austria

May 2020

US$2,100

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Executive Summary

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Premiumisation drives growth and fuels development

Pet care overall showed improved growth during 2019-2020 in Austria, attributable to several factors including a growing pet population and vigorous development motivated by current trends. Both the pet humanisation trend and the trend towards premiumisation continued to boost current value sales, with premium-positioned products driving growth.

Pet humanisation trend drives demand for high-quality nutrition

“I feed my pet as I feed myself” aptly conveys the direction in which the pet humanisation trend is pushing pet food. With rising health awareness, consumers are increasingly keen to ensure optimal nutrition for their pets as they are for themselves.

Mars maintains its lead as Nestlé gains share

Mars Austria OG remained the number one company in pet care in Austria in 2019, deriving strength from its extensive brand presence with Whiskas, Pedigree, Sheba, Kitekat, Frolic, Dreamies, Chappi, Catsan, Royal Canin and Cesar. Though the company holds a comfortable lead ahead of its competitors, it has been steadily losing share throughout the review period, facing competition from private label and other major players such as Nestlé Österreich GmbH.

Pet superstores is favoured channel as e-commerce continues its rise

Supermarkets and discounters continued to lose share of distribution in overall pet care in 2019. The premiumisation trend has impacted negatively on discounters’ offerings, and supermarkets is facing growing competition from pet superstores.

Competition will become increasingly focused on developing premium-positioned products offering improved functionality

Over the forecast period, value growth will continue to outpace volume growth, thanks to premiumisation and the pet humanisation trend. Cat treats and dog treats will see further innovation in terms of both packaging formats and functionality and will be a significant driver of growth.

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Pet Care Sample Report Sample Data Extraction

Overview

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.

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Overview

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

When you purchase this report, you also get the data and the content from these category reports in Austria for free:

The Pet Care 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 Pet Care in Austria?
What are the major brands in Austria?
How did the downturn affect pet care spending?
Which is the best-performing category within pet care?
Which is the fastest-growing pet food manufacturer?
How have pet specialists fared in recent years?
What are growth prospects for pet care in the next 5 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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Pet Care in Austria

EXECUTIVE SUMMARY

Premiumisation drives growth and fuels development

Pet humanisation trend drives demand for high-quality nutrition

Mars maintains its lead as Nestlé gains share

Pet superstores is favoured channel as e-commerce continues its rise

Competition will become increasingly focused on developing premium-positioned products offering improved functionality

MARKET INDICATORS

Table 1 Pet Populations 2015-2020

MARKET DATA

Table 2 Sales of Pet Food by Category: Volume 2015-2020
Table 3 Sales of Pet Care by Category: Value 2015-2020
Table 4 Sales of Pet Food by Category: % Volume Growth 2015-2020
Table 5 Sales of Pet Care by Category: % Value Growth 2015-2020
Table 6 NBO Company Shares of Pet Food: % Value 2015-2019
Table 7 LBN Brand Shares of Pet Food: % Value 2016-2019
Table 8 NBO Company Shares of Dog and Cat Food: % Value 2015-2019
Table 9 LBN Brand Shares of Dog and Cat Food: % Value 2016-2019
Table 10 Penetration of Private Label in Pet Care by Category: % Value 2015-2020
Table 11 Distribution of Pet Care by Format: % Value 2015-2020
Table 12 Distribution of Pet Care by Format and Category: % Value 2020
Table 13 Distribution of Dog and Cat Food by Format: % Value 2015-2020
Table 14 Distribution of Dog and Cat Food by Format and Category: % Value 2020
Table 15 Forecast Sales of Pet Food by Category: Volume 2020-2025
Table 16 Forecast Sales of Pet Care by Category: Value 2020-2025
Table 17 Forecast Sales of Pet Food by Category: % Volume Growth 2020-2025
Table 18 Forecast Sales of Pet Care by Category: % Value Growth 2020-2025

CORONAVIRUS (COVID-19)

DEFINITIONS

SOURCES

Summary 1 Research Sources

Dog Food in Austria

HEADLINES

PROSPECTS

Premium products drive growth in dog food

Innovation in treats and mixers meets rising demand for healthy, functional variants

E-commerce continues to gain share of distribution

COMPETITIVE LANDSCAPE

Mars Austria maintains lead with Pedigree as players highlight emotional bond

Private label expands range of dog food products

Pet food trends mirror latest dietary trends in human food

CATEGORY INDICATORS

Table 19 Dog Owning Households: % Analysis 2015-2020
Table 20 Dog Population 2015-2020
Table 21 Consumption of Dog Food by Prepared vs Non-prepared: % Analysis 2015-2020

CATEGORY DATA

Summary 2 Dog Food by Price Band 2020
Table 22 Sales of Dog Food by Category: Volume 2015-2020
Table 23 Sales of Dog Food by Category: Value 2015-2020
Table 24 Sales of Dog Food by Category: % Volume Growth 2015-2020
Table 25 Sales of Dog Food by Category: % Value Growth 2015-2020
Table 26 Sales of Dry Dog Food by Life-Cycle: % Value 2015-2020
Table 27 Sales of Wet Dog Food by Life-Cycle: % Value 2015-2020
Table 28 NBO Company Shares of Dog Food: % Value 2015-2019
Table 29 LBN Brand Shares of Dog Food: % Value 2016-2019
Table 30 LBN Brand Shares of Dog Treats: % Value 2016-2019
Table 31 Distribution of Dog Food by Format: % Value 2015-2020
Table 32 Forecast Sales of Dog Food by Category: Volume 2020-2025
Table 33 Forecast Sales of Dog Food by Category: Value 2020-2025
Table 34 Forecast Sales of Dog Food by Category: % Volume Growth 2020-2025
Table 35 Forecast Sales of Dog Food by Category: % Value Growth 2020-2025

Cat Food in Austria

HEADLINES

PROSPECTS

Cat food focuses on optimum nutrition with exotic taste

Cat treats remains far ahead in terms of value and volume growth, as dry cat food benefits from premiumisation

E-commerce continues to grow, but supermarkets remain the preferred channel

COMPETITIVE LANDSCAPE

Mars Austria remains the leading player in cat food

Nestlé presents challenge to Mars’ growth

Private label faces challenges as demand for premium products continues

CATEGORY INDICATORS

Table 36 Cat Owning Households: % Analysis 2015-2020
Table 37 Cat Population 2015-2020
Table 38 Consumption of Cat Food by Prepared vs Non-prepared: % Analysis 2015-2020

CATEGORY DATA

Summary 3 Cat Food by Price Band 2020
Table 39 Sales of Cat Food by Category: Volume 2015-2020
Table 40 Sales of Cat Food by Category: Value 2015-2020
Table 41 Sales of Cat Food by Category: % Volume Growth 2015-2020
Table 42 Sales of Cat Food by Category: % Value Growth 2015-2020
Table 43 Sales of Dry Cat Food by Life-Cycle: % Value 2015-2020
Table 44 Sales of Wet Cat Food by Life-Cycle: % Value 2015-2020
Table 45 NBO Company Shares of Cat Food: % Value 2015-2019
Table 46 LBN Brand Shares of Cat Food: % Value 2016-2019
Table 47 LBN Brand Shares of Cat Treats: % Value 2016-2019
Table 48 Distribution of Cat Food by Format: % Value 2015-2020
Table 49 Forecast Sales of Cat Food by Category: Volume 2020-2025
Table 50 Forecast Sales of Cat Food by Category: Value 2020-2025
Table 51 Forecast Sales of Cat Food by Category: % Volume Growth 2020-2025
Table 52 Forecast Sales of Cat Food by Category: % Value Growth 2020-2025

Other Pet Food in Austria

HEADLINES

PROSPECTS

Other pet food forecast to see continued decline in volume sales

Premiumisation penetrates other pet food

Limited availability in retail outlets hampers growth of other pet food

COMPETITIVE LANDSCAPE

Vitakraft H Wührmann continues to lead other pet food

Pet superstores benefits from reduced offer in competing channels

Private label faces challenges as e-commerce sales rise

CATEGORY INDICATORS

Table 53 Other Pet Population 2015-2020

CATEGORY DATA

Table 54 Sales of Other Pet Food by Category: Volume 2015-2020
Table 55 Sales of Other Pet Food by Category: Value 2015-2020
Table 56 Sales of Other Pet Food by Category: % Volume Growth 2015-2020
Table 57 Sales of Other Pet Food by Category: % Value Growth 2015-2020
Table 58 LBN Brand Shares of Bird Food: % Value 2016-2019
Table 59 LBN Brand Shares of Fish Food: % Value 2016-2019
Table 60 LBN Brand Shares of Small Mammal/Reptile Food: % Value 2016-2019
Table 61 Distribution of Other Pet Food by Format: % Value 2015-2020
Table 62 Forecast Sales of Other Pet Food by Category: Volume 2020-2025
Table 63 Forecast Sales of Other Pet Food by Category: Value 2020-2025
Table 64 Forecast Sales of Other Pet Food by Category: % Volume Growth 2020-2025
Table 65 Forecast Sales of Other Pet Food by Category: % Value Growth 2020-2025

Pet Products in Austria

HEADLINES

PROSPECTS

Pet products continues to grow

Pet dietary supplements continues to show fastest growth in pet products

Consumer preferences in cat litter reflect premiumisation trend

COMPETITIVE LANDSCAPE

Fressnapf Handels continues to lead with private label line

Private label maintains its presence in pet products

Pet superstores continues to lead distribution

CATEGORY DATA

Table 66 Sales of Pet Products by Category: Value 2015-2020
Table 67 Sales of Pet Products by Category: % Value Growth 2015-2020
Table 68 Sales of Pet Healthcare by Type: % Value 2015-2020
Table 69 Sales of Other Pet Products by Type: % Value 2015-2020
Table 70 NBO Company Shares of Pet Products: % Value 2015-2019
Table 71 LBN Brand Shares of Pet Products: % Value 2016-2019
Table 72 Distribution of Pet Products by Format: % Value 2015-2020
Table 73 Forecast Sales of Pet Products by Category: Value 2020-2025
Table 74 Forecast Sales of Pet Products by Category: % Value Growth 2020-2025

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Megatrends

Country Report

Pet Care in Austria

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Executive Summary

New Report Guarantee

Premiumisation drives growth and fuels development

Pet humanisation trend drives demand for high-quality nutrition

Mars maintains its lead as Nestlé gains share

Pet superstores is favoured channel as e-commerce continues its rise

Competition will become increasingly focused on developing premium-positioned products offering improved functionality

Samples

Overview

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Samples: FAQs about samples

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Table of Contents

Pet Care in Austria

EXECUTIVE SUMMARY

Premiumisation drives growth and fuels development

Pet humanisation trend drives demand for high-quality nutrition

Mars maintains its lead as Nestlé gains share

Pet superstores is favoured channel as e-commerce continues its rise

Competition will become increasingly focused on developing premium-positioned products offering improved functionality

MARKET INDICATORS

MARKET DATA

CORONAVIRUS (COVID-19)

DEFINITIONS

SOURCES

Dog Food in Austria

HEADLINES

PROSPECTS

Premium products drive growth in dog food

Innovation in treats and mixers meets rising demand for healthy, functional variants

E-commerce continues to gain share of distribution

COMPETITIVE LANDSCAPE

Mars Austria maintains lead with Pedigree as players highlight emotional bond

Private label expands range of dog food products

Pet food trends mirror latest dietary trends in human food

CATEGORY INDICATORS

CATEGORY DATA

Cat Food in Austria

HEADLINES

PROSPECTS

Cat food focuses on optimum nutrition with exotic taste

Cat treats remains far ahead in terms of value and volume growth, as dry cat food benefits from premiumisation

E-commerce continues to grow, but supermarkets remain the preferred channel

COMPETITIVE LANDSCAPE

Mars Austria remains the leading player in cat food

Nestlé presents challenge to Mars’ growth

Private label faces challenges as demand for premium products continues

CATEGORY INDICATORS

CATEGORY DATA

Other Pet Food in Austria

HEADLINES

PROSPECTS

Other pet food forecast to see continued decline in volume sales

Premiumisation penetrates other pet food

Limited availability in retail outlets hampers growth of other pet food

COMPETITIVE LANDSCAPE

Vitakraft H Wührmann continues to lead other pet food

Pet superstores benefits from reduced offer in competing channels

Private label faces challenges as e-commerce sales rise

CATEGORY INDICATORS

CATEGORY DATA

Pet Products in Austria

HEADLINES

PROSPECTS

Pet products continues to grow

Pet dietary supplements continues to show fastest growth in pet products

Consumer preferences in cat litter reflect premiumisation trend

COMPETITIVE LANDSCAPE

Fressnapf Handels continues to lead with private label line

Private label maintains its presence in pet products

Pet superstores continues to lead distribution

CATEGORY DATA

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