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.
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.
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.
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.
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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This industry report originates from Passport, our Pet Care market research database.