Executive Summary

Jun 2019
Rising incomes result in increasingly indulgent pet owners

Pet care recorded further double-digit value growth in 2019 due to economic growth and the consequent improvement of average incomes and consumer confidence. There is a changing attitude towards pets in the country.

Urban-rural divide persists in attitudes towards pets

Pet owners in the capital and large cities are the main contributors to pet care sales and trends. These consumers were the first to be attracted by pet food segmented according to lifecycle, breed, size and healthcare.

Nestlé, Mars and Royal Canin joust for the top

Nestlé Romania SRL, Mars Romania SRL and Royal Canin Romania SRL maintained their lead in pet care in 2018. These players continue to compete aggressively, while benefiting from their early presence, the fast growth of modern grocery retailers and major advertising campaigns.

Modern grocery retailers continue to expand outlet volume and product range

Modern grocery retailers lead sales of pet care and are benefiting from strong expansion in the country, in addition to offering a widening range of pet care. Supermarkets and hypermarkets not only offer an increasingly wide variety of products but also attract consumers by offering price promotions and everyday low prices.

Economic growth will support spending and encourage focus on pet wellbeing

Pet care is expected to experience further strong growth over the forecast period due to higher disposable incomes resulting from economic growth, and changes in lifestyle and purchasing habits. The fact that pets are increasingly being perceived as companions, with owners’ greater concern for their health and wellbeing, is also expected to contribute to the future dynamics.

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Pet Care in Romania

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Overview

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

The Pet Care in Romania 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 Romania?
  • What are the major brands in Romania?
  • 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.

Pet Care in Romania

EXECUTIVE SUMMARY

Rising incomes result in increasingly indulgent pet owners
Urban-rural divide persists in attitudes towards pets
Nestlé, Mars and Royal Canin joust for the top
Modern grocery retailers continue to expand outlet volume and product range
Economic growth will support spending and encourage focus on pet wellbeing

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

SOURCES

Summary 1 Research Sources

Cat Food in Romania

HEADLINES

PROSPECTS

Cats increasingly seen as companions with owners keen to ensure wellbeing
Owners attracted by premium products as they seek to ensure a long and healthy life for cats
Smaller pack sizes attract many due to freshness concerns

COMPETITIVE LANDSCAPE

Mars and Nestlé mix up brand positionings as they compete at top
United Petfood swallows up Nordic Petfood, with domestic leader’s Kirby Cat brand possibly set to disappear
Growing strength of hypermarkets may challenge leaders’ shares

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 Romania

HEADLINES

PROSPECTS

Economic growth and new attitude towards dogs benefit dog food
Cheaper and more convenient dry dog food benefits from offer of bulk packs
Smaller dogs preferred as pet companions, with larger dogs often kept for protection and security

COMPETITIVE LANDSCAPE

Nordic Petfood purchased by United Petfood but will retain focus on private label
International players compete at top via aggressive marketing and wide distribution
Nestlé and Mars shuffle brands as they tailor ranges to consumer demand

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 Romania

HEADLINES

PROSPECTS

Exotic pets attract high-income owners willing to invest in optimum nutrition
Bird food leads despite being used mainly as complement to non-prepared food
Aesthetic fish reel new owners in, with food positioned as enhancing appearance and health

COMPETITIVE LANDSCAPE

Distribution reach rather than marketing is main competitive tool
Vitakraft Pet Care and Spectrum benefit from specialised and push for widest possible distribution
Private label not present as non-prepared food remains king

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 Romania

HEADLINES

PROSPECTS

Value-added products proliferate with consumer demand increasingly sophisticated
Cat litter benefits from growing number of urban indoor-living cats
Other pet products appeal as owners prioritise pets’ comfort and entertainment

COMPETITIVE LANDSCAPE

Domestic player Profipet prevails with wide range and strong distribution reach
Leaders push for presence in modern grocery retailers, while smaller players bank on internet retailing
Modern grocery retailers expand nascent private label

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