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Country Report

Pet Care in

Pet Care in Italy

Jun 2019

US$2,100

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Executive Summary

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Italians’ continued love of animals supports pet care in Italy

Pet care in Italy continued to record steady value growth in 2019. The overall pet population in the country has been fairly flat for a long time but the industry has continued to grow for a number of reasons, including the fact that the share of prepared food in Italy is considerably lower than in other European countries such as France and Germany, and so there remains significant room for further development.

Humanisation and premiumisation trends result in value growth

The pet care industry in Italy continued to benefit from the ongoing humanisation and premiumisation trends in 2019. Health, diet and nutrition are key concerns for pet owners as their pets are increasingly considered part of the family, with demands seen in products for humans also spilling over into pet care.

Nestlé Purina PetCare maintains its lead

Pet care in Italy continued to be led by Nestlé Purina PetCare in 2018, followed by Mars. The positions of these large multinationals can be attributed to heavy investment in new product development and innovation, extensive product portfolios, their longstanding expertise in the eyes of local consumers and effective marketing strategies, with activities ranging from interaction on social media platforms to point-of-sale promotions and prize competitions.

Small retailers struggle as chained pet stores continue to grow

With regard to distribution, chained pet stores continued to grow in 2019 thanks to their wide ranges of products across the price spectrum in both food and non-food categories. At the same time, however, internet retailing continued to grow at a rapid pace, albeit from a very low base, thanks to the convenience provided by the channel in terms of a wider product offer, various promotions as well as ease of both purchase and delivery.

A bright future for pet care as Italians spend on quality and innovation

Pet care in Italy is expected to continue to grow over the forecast period, in fact posting a stronger performance in value terms when compared to the review period. The industry’s growth will continue to be supported by the ongoing pet humanisation and premiumisation trends, with pet owners becoming increasingly willing to spend more on higher-end pet food and pet products to enhance the health and wellbeing of their animals.

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Pet Care Sample Report Sample Data Extraction

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.

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Overview

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

The Pet Care in Italy 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 Italy?
What are the major brands in Italy?
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.

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Pet Care in Italy

EXECUTIVE SUMMARY

Italians’ continued love of animals supports pet care in Italy

Humanisation and premiumisation trends result in value growth

Nestlé Purina PetCare maintains its lead

Small retailers struggle as chained pet stores continue to grow

A bright future for pet care as Italians spend on quality and innovation

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 Italy

HEADLINES

PROSPECTS

Consumer demand for quality cat food supports value growth

More than just a simple cat treat

Further segmentation, diversification and functionality support cat food sales

COMPETITIVE LANDSCAPE

Listening to consumers pays off for Nestlé Purina PetCare and Mars

Manufacturers focus on the special relationship between cats and their owners

Private label players spot a gap in the market and pounce

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 Italy

HEADLINES

PROSPECTS

Personalised nutrition with more natural ingredients drives sales

Product innovation enables Italians’ desire to reward their dogs

Small dogs create demand for smaller pack sizes as owners strive for convenience and to reduce waste

COMPETITIVE LANDSCAPE

Innovation ensures Nestlé Purina PetCare and Mars retain their lead

Smaller local companies seeking to tap into rising demand for natural and organic dog food

Private label offering a good quality affordable alternative to branded dog food

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 Italy

HEADLINES

PROSPECTS

Other pet food impacted by falling pet populations

Premiumisation creeping into other pet food offers hope for future growth

Colour-enhancing formulations fortify fish food

COMPETITIVE LANDSCAPE

Little movement among the leaders

Catering to koi secures Tetra’s lead

Strong online presence crucial to reaching consumers

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 Italy

HEADLINES

PROSPECTS

Maintaining pet health remains a priority, supporting sales of healthcare

Growing demand for toys and clothes and travel accessories

Plant/vegetable-based cat litter attracts concerned consumers

COMPETITIVE LANDSCAPE

New product developments keep Ferplast fresh

Manufacturers focus on growth area of pet travel

Brands do best, but private label captures cat litter

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

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Megatrends

Country Report

Pet Care in Italy

New Report Guarantee

Executive Summary

New Report Guarantee

Italians’ continued love of animals supports pet care in Italy

Humanisation and premiumisation trends result in value growth

Nestlé Purina PetCare maintains its lead

Small retailers struggle as chained pet stores continue to grow

A bright future for pet care as Italians spend on quality and innovation

Samples

Overview

Why buy this report?

Samples: FAQs about samples

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Table of Contents

Pet Care in Italy

EXECUTIVE SUMMARY

Italians’ continued love of animals supports pet care in Italy

Humanisation and premiumisation trends result in value growth

Nestlé Purina PetCare maintains its lead

Small retailers struggle as chained pet stores continue to grow

A bright future for pet care as Italians spend on quality and innovation

MARKET INDICATORS

MARKET DATA

DEFINITIONS

SOURCES

Cat Food in Italy

HEADLINES

PROSPECTS

Consumer demand for quality cat food supports value growth

More than just a simple cat treat

Further segmentation, diversification and functionality support cat food sales

COMPETITIVE LANDSCAPE

Listening to consumers pays off for Nestlé Purina PetCare and Mars

Manufacturers focus on the special relationship between cats and their owners

Private label players spot a gap in the market and pounce

CATEGORY INDICATORS

CATEGORY DATA

Dog Food in Italy

HEADLINES

PROSPECTS

Personalised nutrition with more natural ingredients drives sales

Product innovation enables Italians’ desire to reward their dogs

Small dogs create demand for smaller pack sizes as owners strive for convenience and to reduce waste

COMPETITIVE LANDSCAPE

Innovation ensures Nestlé Purina PetCare and Mars retain their lead

Smaller local companies seeking to tap into rising demand for natural and organic dog food

Private label offering a good quality affordable alternative to branded dog food

CATEGORY INDICATORS

CATEGORY DATA

Other Pet Food in Italy

HEADLINES

PROSPECTS

Other pet food impacted by falling pet populations

Premiumisation creeping into other pet food offers hope for future growth

Colour-enhancing formulations fortify fish food

COMPETITIVE LANDSCAPE

Little movement among the leaders

Catering to koi secures Tetra’s lead

Strong online presence crucial to reaching consumers

CATEGORY INDICATORS

CATEGORY DATA

Pet Products in Italy

HEADLINES

PROSPECTS

Maintaining pet health remains a priority, supporting sales of healthcare

Growing demand for toys and clothes and travel accessories

Plant/vegetable-based cat litter attracts concerned consumers

COMPETITIVE LANDSCAPE

New product developments keep Ferplast fresh

Manufacturers focus on growth area of pet travel

Brands do best, but private label captures cat litter

CATEGORY DATA

Why buy this report?

Want to find out more about this report?

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