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Learn moreMay 2020
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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.
“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 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.
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.
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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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:
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Why buy this report?
This industry report originates from Passport, our Pet Care market research database.
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.