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Country Report

Pet Care in

Pet Care in Poland

Jun 2019

US$2,100

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Executive Summary

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Urbanisation, delayed parenthood and population ageing all benefit sales

Pet care is being boosted by a multitude of factors and changing lifestyles. The increasing number of people who have their first child after the age of 30 is proving highly beneficial, with these couples more likely to initially opt for a pet.

Claims confusion as healthier pet food emerges

Consumers’ growing awareness of the importance of proper nutrition is extending to pet food, causing an increase in demand for natural and healthy products. This is resulting in a variety of product claims emerging, with a growing number of products claiming to be all natural, preservative-free, sugar-free, grain-free, potato-free and chicken-free.

DNP breaks the mould by offering premium domestic food

Local players in pet care are starting to expand their market share, especially in the premium segment, notably DNP SA with Dolina Noteci Premium. Dolina Noteci Premium is a local brand that has revived premium wet dog food due to its focus on quality and biologically appropriate nutritional balance.

Convenience and private label allow for distribution diversification

Internet retailing is gaining value share from supermarkets and hypermarkets as well as from pet shops and pet superstores, with zooplus being at the forefront of the channel’s development. Internet retailing continually grew value share over the review period, as its convenience and wide range of products tempted many pet owners into buying online.

Growing share of prepared food and expanding pet population drive growth

Pet care in Poland offers strong growth opportunities over the forecast period. Growth is expected to be stimulated partly by the still relatively small share of prepared food consumed by pets, compared with percentages in Western Europe.

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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 Poland 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 Poland, 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 Poland for free:

The Pet Care in Poland 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 Poland?
What are the major brands in Poland?
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 Poland

EXECUTIVE SUMMARY

Urbanisation, delayed parenthood and population ageing all benefit sales

Claims confusion as healthier pet food emerges

DNP breaks the mould by offering premium domestic food

Convenience and private label allow for distribution diversification

Growing share of prepared food and expanding pet population drive growth

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 Poland

HEADLINES

PROSPECTS

As cat population rises, food options become more specialised

Pet humanisation trend encourages launch of healthier offerings, especially in treats

Convenient wet cat pouches appeal to busy urban owners

COMPETITIVE LANDSCAPE

Mars under pressure from domestic players, premium imports, private label and long-term rival Nestlé

Private label offering expands and improves while smaller players specialise

Free from trend expands from human diets to cat food

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 Poland

HEADLINES

PROSPECTS

Small dog population increases, encouraging use of prepared food and trading up

Premium dog food diversifies, with focus on natural and free from claims

Dog treats benefit from retailers encouraging impulse purchases

COMPETITIVE LANDSCAPE

Nestlé, domestic players and private label alike advance on leader Mars

Private label aims for more premium positioning as it seeks to shake off low quality image

Internet retailing increasingly demands an omnichannel approach

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 Poland

HEADLINES

PROSPECTS

Exotic image and widening availability boosts interest in pet reptiles

Fish food struggles, as fish fail to appeal as companion pets

Lack of bird-keeping tradition continues to hinder bird food

COMPETITIVE LANDSCAPE

Specific health claims less important in other pet food

PW Hobby Piotr Matuszewski gains lead thanks to wide distribution and portfolio of imported brands

Low sales deter marketing investment, although players benefit from push for wider distribution

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 Poland

HEADLINES

PROSPECTS

Pampering trend encourages an ever-increasing product range

Health-focused categories benefit as owners seek to optimise pets’ lives

Cat litter could thrive as competition and innovation increases

COMPETITIVE LANDSCAPE

Leaders benefit from clear category focus

Competition from internet retailing encourages veterinary clinics and pet shops to focus on higher-priced and higher-quality options

Fragmentation intensifies as local players offer widening range of imported brands and niche handcrafted products

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 Poland

New Report Guarantee

Executive Summary

New Report Guarantee

Urbanisation, delayed parenthood and population ageing all benefit sales

Claims confusion as healthier pet food emerges

DNP breaks the mould by offering premium domestic food

Convenience and private label allow for distribution diversification

Growing share of prepared food and expanding pet population drive growth

Samples

Overview

Why buy this report?

Samples: FAQs about samples

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Table of Contents

Pet Care in Poland

EXECUTIVE SUMMARY

Urbanisation, delayed parenthood and population ageing all benefit sales

Claims confusion as healthier pet food emerges

DNP breaks the mould by offering premium domestic food

Convenience and private label allow for distribution diversification

Growing share of prepared food and expanding pet population drive growth

MARKET INDICATORS

MARKET DATA

DEFINITIONS

SOURCES

Cat Food in Poland

HEADLINES

PROSPECTS

As cat population rises, food options become more specialised

Pet humanisation trend encourages launch of healthier offerings, especially in treats

Convenient wet cat pouches appeal to busy urban owners

COMPETITIVE LANDSCAPE

Mars under pressure from domestic players, premium imports, private label and long-term rival Nestlé

Private label offering expands and improves while smaller players specialise

Free from trend expands from human diets to cat food

CATEGORY INDICATORS

CATEGORY DATA

Dog Food in Poland

HEADLINES

PROSPECTS

Small dog population increases, encouraging use of prepared food and trading up

Premium dog food diversifies, with focus on natural and free from claims

Dog treats benefit from retailers encouraging impulse purchases

COMPETITIVE LANDSCAPE

Nestlé, domestic players and private label alike advance on leader Mars

Private label aims for more premium positioning as it seeks to shake off low quality image

Internet retailing increasingly demands an omnichannel approach

CATEGORY INDICATORS

CATEGORY DATA

Other Pet Food in Poland

HEADLINES

PROSPECTS

Exotic image and widening availability boosts interest in pet reptiles

Fish food struggles, as fish fail to appeal as companion pets

Lack of bird-keeping tradition continues to hinder bird food

COMPETITIVE LANDSCAPE

Specific health claims less important in other pet food

PW Hobby Piotr Matuszewski gains lead thanks to wide distribution and portfolio of imported brands

Low sales deter marketing investment, although players benefit from push for wider distribution

CATEGORY INDICATORS

CATEGORY DATA

Pet Products in Poland

HEADLINES

PROSPECTS

Pampering trend encourages an ever-increasing product range

Health-focused categories benefit as owners seek to optimise pets’ lives

Cat litter could thrive as competition and innovation increases

COMPETITIVE LANDSCAPE

Leaders benefit from clear category focus

Competition from internet retailing encourages veterinary clinics and pet shops to focus on higher-priced and higher-quality options

Fragmentation intensifies as local players offer widening range of imported brands and niche handcrafted products

CATEGORY DATA

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