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Pet Care in
Bulgaria

Country Report

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Executive Summary

Jun 2019
Sales benefit from rising incomes and growing focus on pet health and wellbeing

Ongoing improvement in the economy in Bulgaria fed through to the pet care market as consumers with higher levels of disposable income were willing to spend more on both essential and non-essential products for their pets. There are changing attitudes to pets, with dogs and cats in particular increasingly viewed as cherished companions.

Human food trends influence urban demand while rural pet owners continue to shift to prepared food

In urban areas, the trend towards premium products is going hand-in-hand with the ongoing humanisation of pets. The first dog bakery has notably opened in the capital city Sofia, with this offering special treats for dogs including cakes and cookies.

Mars and Nestlé joust for lead, followed by premium Royal Canin and economy domestic challenger Lyubimets

Leading player Mars Inc Bulgaria EOOD and Nestlé Bulgaria AD dominate pet care in Bulgaria and together accounted for over half of total retail value sales in 2018. These players benefit from strong distribution networks and a presence across all categories and price segments.

Modern grocery retailers expand presence and pet care range

Non-grocery specialists continued to lose distribution share to modern grocery retailers, with pet shops facing a growing challenge from supermarkets, hypermarkets and discounters. These distribution channels are continuing to expand across the country, particularly in smaller towns, thus reaching out to a growing number of rural consumers.

Increasingly affluent owners set to trade up in order to optimise pet health

Further healthy current retail value growth is expected over the forecast period, with the category set to perform broadly in line with the CAGR of the review period. Rising levels of disposable income will enable many pet owners to spend more on their pets, with low-income and rural consumers increasingly shifting from feeding leftovers to economy pet food.

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Pet Care in Bulgaria

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Overview

Discover the latest market trends and uncover sources of future market growth for the Pet Care industry in Bulgaria 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 Bulgaria, 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 Bulgaria for free:

The Pet Care in Bulgaria 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 Bulgaria?
  • What are the major brands in Bulgaria?
  • 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.

Pet Care in Bulgaria

EXECUTIVE SUMMARY

Sales benefit from rising incomes and growing focus on pet health and wellbeing
Human food trends influence urban demand while rural pet owners continue to shift to prepared food
Mars and Nestlé joust for lead, followed by premium Royal Canin and economy domestic challenger Lyubimets
Modern grocery retailers expand presence and pet care range
Increasingly affluent owners set to trade up in order to optimise pet health

MARKET INDICATORS

Table 1 Pet Populations 2014-2019

MARKET DATA

Table 2 Sales of Pet Food by Category: Volume 2014-2019
Table 3 Sales of Pet Care by Category: Value 2014-2019
Table 4 Sales of Pet Food by Category: % Volume Growth 2014-2019
Table 5 Sales of Pet Care by Category: % Value Growth 2014-2019
Table 6 NBO Company Shares of Pet Food: % Value 2014-2018
Table 7 LBN Brand Shares of Pet Food: % Value 2015-2018
Table 8 NBO Company Shares of Dog and Cat Food: % Value 2014-2018
Table 9 LBN Brand Shares of Dog and Cat Food: % Value 2015-2018
Table 10 Penetration of Private Label in Pet Care by Category: % Value 2014-2019
Table 11 Distribution of Pet Care by Format: % Value 2014-2019
Table 12 Distribution of Pet Care by Format and Category: % Value 2019
Table 13 Distribution of Dog and Cat Food by Format: % Value 2014-2019
Table 14 Distribution of Dog and Cat Food by Format and Category: % Value 2019
Table 15 Forecast Sales of Pet Food by Category: Volume 2019-2024
Table 16 Forecast Sales of Pet Care by Category: Value 2019-2024
Table 17 Forecast Sales of Pet Food by Category: % Volume Growth 2019-2024
Table 18 Forecast Sales of Pet Care by Category: % Value Growth 2019-2024

DEFINITIONS

SOURCES

Summary 1 Research Sources

Cat Food in Bulgaria

HEADLINES

PROSPECTS

Owners treat cats as incomes rise and indulgent attitudes increase
Mid-priced wet cat food benefits from trading up and kidney health concerns
Economy products losing share

COMPETITIVE LANDSCAPE

Mars boosts Whiskas with heavy marketing investment and prize competition
Nestlé competes via price promotions and premium innovation
Private label products challenge domestic economy brands

CATEGORY INDICATORS

Table 19 Cat Owning Households: % Analysis 2014-2019
Table 20 Cat Population 2014-2019
Table 21 Consumption of Cat Food by Prepared vs Non-prepared: % Analysis 2014-2019

CATEGORY DATA

Summary 2 Cat Food by Price Band
Table 22 Sales of Cat Food by Category: Volume 2014-2019
Table 23 Sales of Cat Food by Category: Value 2014-2019
Table 24 Sales of Cat Food by Category: % Volume Growth 2014-2019
Table 25 Sales of Cat Food by Category: % Value Growth 2014-2019
Table 26 Sales of Dry Cat Food by Life-Cycle: % Value 2014-2018
Table 27 Sales of Wet Cat Food by Life-Cycle: % Value 2014-2018
Table 28 NBO Company Shares of Cat Food: % Value 2014-2018
Table 29 LBN Brand Shares of Cat Food: % Value 2015-2018
Table 30 LBN Brand Shares of Cat Treats: % Value 2015-2018
Table 31 Distribution of Cat Food by Format: % Value 2014-2019
Table 32 Forecast Sales of Cat Food by Category: Volume 2019-2024
Table 33 Forecast Sales of Cat Food by Category: Value 2019-2024
Table 34 Forecast Sales of Cat Food by Category: % Volume Growth 2019-2024
Table 35 Forecast Sales of Cat Food by Category: % Value Growth 2019-2024

Dog Food in Bulgaria

HEADLINES

PROSPECTS

Premiumisation trend benefits dry dog food, while economy products benefit from shift towards prepared food
Rising incomes encourage use of canine rewards
Manufacturers expand ranges with targeted products

COMPETITIVE LANDSCAPE

Mars appeals to cost-conscious consumers via wide distribution and frequent promotions
Nestlé banks on strong marketing and discounting
Lower-priced dog food reduces prepared food gap

CATEGORY INDICATORS

Table 36 Dog Owning Households: % Analysis 2014-2019
Table 37 Dog Population 2014-2019
Table 38 Consumption of Dog Food by Prepared vs Non-prepared: % Analysis 2014-2019

CATEGORY DATA

Summary 3 Dog Food by Price Band
Table 39 Sales of Dog Food by Category: Volume 2014-2019
Table 40 Sales of Dog Food by Category: Value 2014-2019
Table 41 Sales of Dog Food by Category: % Volume Growth 2014-2019
Table 42 Sales of Dog Food by Category: % Value Growth 2014-2019
Table 43 Sales of Dry Dog Food by Life-Cycle: % Value 2014-2018
Table 44 Sales of Wet Dog Food by Life-Cycle: % Value 2014-2018
Table 45 NBO Company Shares of Dog Food: % Value 2014-2018
Table 46 LBN Brand Shares of Dog Food: % Value 2015-2018
Table 47 LBN Brand Shares of Dog Treats: % Value 2015-2018
Table 48 Distribution of Dog Food by Format: % Value 2014-2019
Table 49 Forecast Sales of Dog Food by Category: Volume 2019-2024
Table 50 Forecast Sales of Dog Food by Category: Value 2019-2024
Table 51 Forecast Sales of Dog Food by Category: % Volume Growth 2019-2024
Table 52 Forecast Sales of Dog Food by Category: % Value Growth 2019-2024

Other Pet Food in Bulgaria

HEADLINES

PROSPECTS

Functional ingredients encourage demand for optimal nutrition and shift from non-prepared food
Other pet food remains under-represented in modern grocery retailers
Pet population to decline as consumers opt for companionable cats and dogs

COMPETITIVE LANDSCAPE

Vitakraft Pet Care benefits from brand awareness, trust and wide distribution
Tetra Werke reigns supreme as fish specialist
Grocery retailers reluctant to invest in private label

CATEGORY INDICATORS

Table 53 Other Pet Population 2014-2019

CATEGORY DATA

Table 54 Sales of Other Pet Food by Category: Volume 2014-2019
Table 55 Sales of Other Pet Food by Category: Value 2014-2019
Table 56 Sales of Other Pet Food by Category: % Volume Growth 2014-2019
Table 57 Sales of Other Pet Food by Category: % Value Growth 2014-2019
Table 58 LBN Brand Shares of Bird Food: % Value 2015-2018
Table 59 LBN Brand Shares of Fish Food: % Value 2015-2018
Table 60 LBN Brand Shares of Small Mammal/Reptile Food: % Value 2015-2018
Table 61 Distribution of Other Pet Food by Format: % Value 2014-2019
Table 62 Forecast Sales of Other Pet Food by Category: Volume 2019-2024
Table 63 Forecast Sales of Other Pet Food by Category: Value 2019-2024
Table 64 Forecast Sales of Other Pet Food by Category: % Volume Growth 2019-2024
Table 65 Forecast Sales of Other Pet Food by Category: % Value Growth 2019-2024

Pet Products in Bulgaria

HEADLINES

PROSPECTS

Cherished pet companions benefit from widening range of sophisticated products
Dietary supplements benefit from popularity of human multivitamins
Cat litter benefits from growth in indoor-living pet cat population

COMPETITIVE LANDSCAPE

Domestic Bentonit benefits from low prices and wide distribution via modern grocery retailers
Competition fierce with players using a wide range of strategies
Innovations focus on looking and smelling good

CATEGORY DATA

Table 66 Sales of Pet Products by Category: Value 2014-2019
Table 67 Sales of Pet Products by Category: % Value Growth 2014-2019
Table 68 Sales of Pet Healthcare by Type: % Value 2014-2019
Table 69 Sales of Other Pet Products by Type: % Value 2014-2019
Table 70 NBO Company Shares of Pet Products: % Value 2014-2018
Table 71 LBN Brand Shares of Pet Products: % Value 2015-2018
Table 72 Distribution of Pet Products by Format: % Value 2014-2019
Table 73 Forecast Sales of Pet Products by Category: Value 2019-2024
Table 74 Forecast Sales of Pet Products by Category: % Value Growth 2019-2024