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Pet Care in Bulgaria
June 2022
Pet care in 2022: The big picture
Pet care in Bulgaria is growing at a healthy pace, partly due to it being a relatively underdeveloped area, with almost two-thirds of owners still feeding their cats and dogs non-prepared food. Furthermore, growth is also being fuelled by ongoing growth in the dog and cat population, with the home seclusion created by COVID-19 encouraging more people to get a pet companion.
2022 key trends
The pet humanisation trend continues to evolve and gather momentum as people have reduced their social contact and are increasingly accepting dogs and cats as members of the family. As a result, owners are becoming more willing to set aside a larger share of their family budget to ensure the best for their pets.
Competitive landscape
Mars and Nestlé continue to hold a healthy lead in pet care in Bulgaria in 2022. Both companies distribute their economy and mid-priced pet food products through modern grocery retailers and e-commerce.
Retailing developments
Despite the growth of e-commerce, physical pet shops and pet superstores continued to expand in 2021. Although it started as an online store, in 2021, Petmall opened five new pet shops in Sofia to reach 10 outlets in Bulgaria in total.
What next for pet care?
Pet care in Bulgaria will continue to develop over the forecast period. The main driver for this is the considerable potential for the increased uptake of prepared pet food.
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Overview:
Understand the latest market trends and future growth opportunities for the Pet Care industry in Bulgaria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
Cat Food
Dog Food
Other Pet Food
Pet Products
If you're in the Pet Care industry in Bulgaria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Pet Care in Bulgaria report includes:
Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volume and value sizes, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent research methodology, conducted in-country
This report answers:
What is the market size of Pet Care in Bulgaria?
Which are the leading brands in Pet Care in Bulgaria?
How are products distributed in Pet Care in Bulgaria?
How is the rise of e-commerce impacting the retail environment and consumer engagement?
How are fashions and values in human food echoed in food for pets?
How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
Where is future growth expected to be most dynamic?
Pet Care in Bulgaria
EXECUTIVE SUMMARY
Pet care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for pet care?
MARKET INDICATORS
Table 1 Pet Populations 2017-2022
MARKET DATA
Table 2 Sales of Pet Food by Category: Volume 2017-2022Table 3 Sales of Pet Care by Category: Value 2017-2022Table 4 Sales of Pet Food by Category: % Volume Growth 2017-2022Table 5 Sales of Pet Care by Category: % Value Growth 2017-2022Table 6 NBO Company Shares of Pet Food: % Value 2017-2021Table 7 LBN Brand Shares of Pet Food: % Value 2018-2021Table 8 NBO Company Shares of Dog and Cat Food: % Value 2017-2021Table 9 LBN Brand Shares of Dog and Cat Food: % Value 2018-2021Table 10 Penetration of Private Label in Pet Care by Category: % Value 2017-2022Table 11 Distribution of Pet Care by Format: % Value 2017-2022Table 12 Distribution of Pet Care by Format and Category: % Value 2022Table 13 Distribution of Dog and Cat Food by Format: % Value 2017-2022Table 14 Distribution of Dog and Cat Food by Format and Category: % Value 2022Table 15 Forecast Sales of Pet Food by Category: Volume 2022-2027Table 16 Forecast Sales of Pet Care by Category: Value 2022-2027Table 17 Forecast Sales of Pet Food by Category: % Volume Growth 2022-2027Table 18 Forecast Sales of Pet Care by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
Cat Food in Bulgaria
KEY DATA FINDINGS
2022 DEVELOPMENTS
Shift towards prepared food driving growth in cat food
Nestlé and Mars retain dominance
Distribution remains in flux as e-commerce and store-based retailing both expand
PROSPECTS AND OPPORTUNITIES
Cat food on the rise as owners pay greater attention to the needs of their pets
Range and variety of cat food set to expand as competition intensifies
E-commerce set for further growth but store-based retailers will retain a key role
CATEGORY INDICATORS
Table 19 Cat Owning Households: % Analysis 2017-2022Table 20 Cat Population 2017-2022Table 21 Consumption of Cat Food by Prepared vs Non-prepared: % Analysis 2017-2022
CATEGORY DATA
Summary 2 Cat Food by Price Band 2022Table 22 Sales of Cat Food by Category: Volume 2017-2022Table 23 Sales of Cat Food by Category: Value 2017-2022Table 24 Sales of Cat Food by Category: % Volume Growth 2017-2022Table 25 Sales of Cat Food by Category: % Value Growth 2017-2022Table 26 Sales of Dry Cat Food by Life-Cycle: % Value 2017-2022Table 27 Sales of Wet Cat Food by Life-Cycle: % Value 2017-2022Table 28 NBO Company Shares of Cat Food: % Value 2017-2021Table 29 LBN Brand Shares of Cat Food: % Value 2018-2021Table 30 LBN Brand Shares of Cat Treats and Mixers: % Value 2018-2021Table 31 Distribution of Cat Food by Format: % Value 2017-2022Table 32 Forecast Sales of Cat Food by Category: Volume 2022-2027Table 33 Forecast Sales of Cat Food by Category: Value 2022-2027Table 34 Forecast Sales of Cat Food by Category: % Volume Growth 2022-2027Table 35 Forecast Sales of Cat Food by Category: % Value Growth 2022-2027
Dog Food in Bulgaria
KEY DATA FINDINGS
2022 DEVELOPMENTS
Economy dry dog food remains dominant despite price pressures
Rise in small dog population informing demand
Distribution expansion and new product development key growth drivers
PROSPECTS AND OPPORTUNITIES
Positive developments expected in dog food as more consumers make the switch to prepared food and the dog population grows
Competition set to increase as demand grows
Pet humanisation key to the expansion of dog food
CATEGORY INDICATORS
Table 36 Dog Owning Households: % Analysis 2017-2022Table 37 Dog Population 2017-2022Table 38 Consumption of Dog Food by Prepared vs Non-prepared: % Analysis 2017-2022
CATEGORY DATA
Summary 3 Dog Food by Price Band 2022Table 39 Sales of Dog Food by Category: Volume 2017-2022Table 40 Sales of Dog Food by Category: Value 2017-2022Table 41 Sales of Dog Food by Category: % Volume Growth 2017-2022Table 42 Sales of Dog Food by Category: % Value Growth 2017-2022Table 43 Sales of Dry Dog Food by Life-Cycle: % Value 2017-2022Table 44 Sales of Wet Dog Food by Life-Cycle: % Value 2017-2022Table 45 NBO Company Shares of Dog Food: % Value 2017-2021Table 46 LBN Brand Shares of Dog Food: % Value 2018-2021Table 47 LBN Brand Shares of Dog Treats and Mixers: % Value 2018-2021Table 48 Distribution of Dog Food by Format: % Value 2017-2022Table 49 Forecast Sales of Dog Food by Category: Volume 2022-2027Table 50 Forecast Sales of Dog Food by Category: Value 2022-2027Table 51 Forecast Sales of Dog Food by Category: % Volume Growth 2022-2027Table 52 Forecast Sales of Dog Food by Category: % Value Growth 2022-2027
Other Pet Food in Bulgaria
KEY DATA FINDINGS
2022 DEVELOPMENTS
Moderate gains seen in other pet food, with price rises boosting value growth
Little change in the competitive landscape with Vitakraft leading the way
E-commerce growing from low base, but pet shops and superstores continue to benefit from wide offer and expert advice
PROSPECTS AND OPPORTUNITIES
Stable but unspectacular performance expected from other pet food
Small mammal food on the menu thanks to pet humanisation trend
Vitakraft likely to retain the lead
CATEGORY INDICATORS
Table 53 Other Pet Population 2017-2022
CATEGORY DATA
Table 54 Sales of Other Pet Food by Category: Volume 2017-2022Table 55 Sales of Other Pet Food by Category: Value 2017-2022Table 56 Sales of Other Pet Food by Category: % Volume Growth 2017-2022Table 57 Sales of Other Pet Food by Category: % Value Growth 2017-2022Table 58 LBN Brand Shares of Bird Food: % Value 2018-2021Table 59 LBN Brand Shares of Fish Food: % Value 2018-2021Table 60 LBN Brand Shares of Small Mammal/Reptile Food: % Value 2018-2021Table 61 Distribution of Other Pet Food by Format: % Value 2017-2022Table 62 Forecast Sales of Other Pet Food by Category: Volume 2022-2027Table 63 Forecast Sales of Other Pet Food by Category: Value 2022-2027Table 64 Forecast Sales of Other Pet Food by Category: % Volume Growth 2022-2027Table 65 Forecast Sales of Other Pet Food by Category: % Value Growth 2022-2027
Pet Products in Bulgaria
KEY DATA FINDINGS
2022 DEVELOPMENTS
Rising cost of cat litter influences growth in pet products
Pet humanisation trend a growing influence on demand for pet products from healthcare to fashion
Pet shops and superstores continue to play a key role in the distribution of pet products
PROSPECTS AND OPPORTUNITIES
Pet humanisation trend likely to remain key to growth
Prices expected to stabilise as retail competition grows
Pet owners expected to display growing willingness to invest in the comfort and wellbeing of their pet companions
CATEGORY DATA
Table 66 Sales of Pet Products by Category: Value 2017-2022Table 67 Sales of Pet Products by Category: % Value Growth 2017-2022Table 68 Sales of Pet Healthcare by Type: % Value 2017-2022Table 69 Sales of Other Pet Products by Type: % Value 2017-2022Table 70 NBO Company Shares of Pet Products: % Value 2017-2021Table 71 LBN Brand Shares of Pet Products: % Value 2018-2021Table 72 Distribution of Pet Products by Format: % Value 2017-2022Table 73 Forecast Sales of Pet Products by Category: Value 2022-2027Table 74 Forecast Sales of Pet Products by Category: % Value Growth 2022-2027
The following categories and subcategories are included:
Pet Care
Cat Treats and Mixers
Economy Dry Cat Food
Mid-Priced Dry Cat Food
Premium Therapeutic Dry Cat Food
Premium Non-Therapeutic Dry Cat Food
Economy Wet Cat Food
Mid-Priced Wet Cat Food
Premium Therapeutic Wet Cat Food
Premium Non-Therapeutic Wet Cat Food
Dog Treats and Mixers
Economy Dry Dog Food
Mid-Priced Dry Dog Food
Premium Therapeutic Dry Dog Food
Premium Non-Therapeutic Dry Dog Food
Economy Wet Dog Food
Mid-Priced Wet Dog Food
Premium Therapeutic Wet Dog Food
Premium Non-Therapeutic Wet Dog Food
Bird Food
Fish Food
Small Mammal/Reptile Food
Cat Litter
Pet Healthcare
Other Pet Products
Pet Care
This is the aggregation of pet food and pet products.