The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn moreAug 2013
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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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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.
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 expenditure on pet care remains low in Eastern Europe in comparison with most developed markets, but is rising steadily.
A small but growing number of affluent consumers are driving strong growth in demand for premium dog and cat food.
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.
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 dominate dog and cat food sales in the region, but private labels are growing in importance in the economy and mid-priced segments.
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.
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