Pet Care in Bulgaria

Rising disposable incomes, the humanisation trend and growing interest in high-quality, nutritious pet food drives growth in pet care

Humanisation influences trends in pet food, pet healthcare and pet accessories, as increasing premiumisation drives growth

Mars Inc and Nestlé Bulgaria lead, offering well-established brands, while Royal Canin Bulgaria benefits from the rising premiumisation and healthcare trends

Mars Inc Bulgaria EOOD leads the competitive landscape in Bulgaria, offering the top-selling products, Chappi and Whiskas, leading sales in dog food, where it also offers established brand Pedigree. Mars Inc Bulgaria benefits from providing a mixture of price-points to consumers, as well as having strong distribution, wide availability and high brand awareness across Bulgaria.

Modern grocery retailers and e-commerce continue to grow, as pet owners enjoy the convenience and ease of these retailers

Supermarkets, hypermarkets and discounters are continuing to grow, expanding across Bulgaria, and particularly in smaller towns, widening the reach of the pet care products they offer. These retailers have the distinct benefit of offering pet food and care products during the same time the owner is doing their food shop, reducing the need for a second trip for pet products.

Forecast growth will be driven by a growing awareness of pet nutrition, increased disposable incomes and pet care players responding to consumer trends

The compliance with mandatory animal chipping, introduced in 2016, and the ongoing dog and cat adoption campaigns are set to drive sales over the forecast period. Pet Network opening its first shops in Bulgaria is set to shake up the landscape further, as they offer new private labels and enhance competition.

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