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Strategy Briefing

Pet Care in Eastern Europe

52 pages, Aug 2013

US$1,200

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About This Report

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

The Eastern European pet care market has exhibited strong growth in recent years, albeit from a fairly low base. Consumers in the region are increasingly likely to own pets and to feed them prepared food. There is also a noticeable trend towards pet humanisation, particularly among young, urban and affluent consumers, leading some to trade up to mid-priced or premium products. With per household expenditure on pet care still relatively low, there is significant scope for further growth.

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Overview

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.

Eastern European consumers love pets

Rates of dog and cat ownership are among the highest in the world in Romania and the Czech Republic. Moreover, ownership rates are increasing steadily in many countries in the region, particularly Russia.

Prepared pet food grows in popularity

While a majority of consumers in the region continue to feed their pets table scraps or leftovers, a growing number are purchasing prepared products, particularly in urban areas.

Per household spend is low, but rising

Per household expenditure on pet care remains low in Eastern Europe in comparison with most developed markets, but is rising steadily.

Premium dog and cat food grows in popularity

A small but growing number of affluent consumers are driving strong growth in demand for premium dog and cat food.

Strong intra-regional contrast

There is a significant contrast in the region between relatively high spend/low growth markets like Hungary and the Czech Republic and relatively low spend/high growth markets like Russia and Romania.

Retail evolution helps to drive growth

The spread of modern retail formats like supermarkets and hypermarkets is helping to make pet care more accessible to consumers in the region.

Mars and Nestlé lead the way

Mars and Nestlé dominate dog and cat food sales in the region, but private labels are growing in importance in the economy and mid-priced segments.

Demand for pet care products remains limited

Sales of pet care products remain fairly modest, but cat litter has exhibited strong growth in Russia, pet supplements are on the up in Poland, and pet healthcare sales are relatively strong in Hungary and the Czech Republic.

What this report includes

Top-level strategic analysis of how major consumer trends will influence global markets
Consumer insight
Impact across all relevant consumer markets
Unique graphics and case studies
Key market snapshots
Accompanying presentation to synthesise main findings

Why buy this report

Identify factors driving change now and in the future
Understand motivation
Forward-looking outlook
Briefings and presentation should provoke lively discussion at senior level
Take a step back from micro trends
Get up to date estimates and comment

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Introduction

Scope

Key findings

Market Overview

Eastern Europe increasingly important in global pet care market

Narrowing the gap to developed markets

Russia accounts for over half of regional value sales

Economic growth buoys consumer incomes and spending

Migration helps to accelerate process of Westernisation

Shifting household structures boost demand for pet care

Urbanisation boosts pet pampering

Retail modernisation makes pet care more accessible

High level of pet ownership

Increased popularity of prepared pet food boosts volume sales

Premiumisation drives growth, but private label gains ground

Country Focus

Russia's rising middle class drives strong growth in pet care

Healthy dog and cat food proving particularly popular

Younger consumers drive premiumisation in Poland

Therapeutic and natural offerings to the fore

Economic woes weigh on Hungarian consumers

Increased popularity of prepared products defies mortgage gloom

Czech consumers trade down to economy offerings

Dog treats defy the economic gloom

Hard-pressed owners abandon prepared products in Ukraine

Mid-priced offerings increasingly dominant in Ukraine

Pet ownership continues to soar in Romania

Dog and cat food exhibits signs of polarisation in Romania

Migration and low fertility boost pet humanisation in Slovakia

Consumer belt tightening boosts sales of economy pet food

Weak economy undermines growth prospects in Bulgaria

Popularity of prepared products rising steadily

Opportunities and Challenges

Economic woes pose a threat to pet care growth

Pet pampering to spread beyond the big cities

Affluent consumers provide opportunities for premiumisation

Rising private label threat in some markets

Mars leads the dog and cat food market

Pet shops, supermarkets and hypermarkets dominate distribution

Internet retailing increasingly important in pet care

Small pets increasingly popular in Russia

Pet healthcare and pet dietary supplement sales remain limited

Russia offers best growth prospects in other pet products

Future Prospects

Eastern Europe set to continue outperforming global market

Russia will remain the growth pace setter

Pet humanisation trend far from played out

Final conclusions

Report Definitions

Report terminology

Product category definitions

Retail distribution definitions

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Megatrends

Strategy Briefing

Pet Care in Eastern Europe

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Eastern European consumers love pets

Prepared pet food grows in popularity

Per household spend is low, but rising

Premium dog and cat food grows in popularity

Strong intra-regional contrast

Retail evolution helps to drive growth

Mars and Nestlé lead the way

Demand for pet care products remains limited

What this report includes

Why buy this report

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Market Overview

Eastern Europe increasingly important in global pet care market

Narrowing the gap to developed markets

Russia accounts for over half of regional value sales

Economic growth buoys consumer incomes and spending

Migration helps to accelerate process of Westernisation

Shifting household structures boost demand for pet care

Urbanisation boosts pet pampering

Retail modernisation makes pet care more accessible

High level of pet ownership

Increased popularity of prepared pet food boosts volume sales

Premiumisation drives growth, but private label gains ground

Country Focus

Russia's rising middle class drives strong growth in pet care

Healthy dog and cat food proving particularly popular

Younger consumers drive premiumisation in Poland

Therapeutic and natural offerings to the fore

Economic woes weigh on Hungarian consumers

Increased popularity of prepared products defies mortgage gloom

Czech consumers trade down to economy offerings

Dog treats defy the economic gloom

Hard-pressed owners abandon prepared products in Ukraine

Mid-priced offerings increasingly dominant in Ukraine

Pet ownership continues to soar in Romania

Dog and cat food exhibits signs of polarisation in Romania

Migration and low fertility boost pet humanisation in Slovakia

Consumer belt tightening boosts sales of economy pet food

Weak economy undermines growth prospects in Bulgaria

Popularity of prepared products rising steadily

Opportunities and Challenges

Economic woes pose a threat to pet care growth

Pet pampering to spread beyond the big cities

Affluent consumers provide opportunities for premiumisation

Rising private label threat in some markets

Mars leads the dog and cat food market

Pet shops, supermarkets and hypermarkets dominate distribution

Internet retailing increasingly important in pet care

Small pets increasingly popular in Russia

Pet healthcare and pet dietary supplement sales remain limited

Russia offers best growth prospects in other pet products

Future Prospects

Eastern Europe set to continue outperforming global market

Russia will remain the growth pace setter

Pet humanisation trend far from played out

Final conclusions

Report Definitions

Report terminology

Product category definitions

Retail distribution definitions

Why buy this report?

Want to find out more about this report?

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