Executive Summary

Jun 2019
PROSPECTS
Cherished pet companions benefit from widening range of sophisticated products

Pet products is benefiting from a number of trends, including pet humanisation and rising disposable income levels. Pet owners are increasingly willing and able to spend money on their pets, while also becoming more likely to view pets as family members.

Dietary supplements benefit from popularity of human multivitamins

It is now commonplace for people to include a daily multivitamin as part of their regular diet, viewing this as an affordable form of health insurance and as a means of optimising energy, mood and immune health. Just as humans believe they can benefit from supplementing their diet with vitamins and minerals, a growing number also believe that their pets can benefit from supplements that are formulated specifically for their needs.

Cat litter benefits from growth in indoor-living pet cat population

Cat litter continued to register healthy current retail value growth and benefit the overall category. Sales are benefiting from the growing number of cats kept as pets, with some households having more than one.

COMPETITIVE LANDSCAPE
Domestic Bentonit benefits from low prices and wide distribution via modern grocery retailers

Domestic player Bentonit AD remains among the top three players with its Bentolit cat litter brand. The company benefits from its focus on cat litter, which is regarded as an everyday essential by many consumers, while the company’s value share is also supported by its widespread presence in pet stores in addition to distribution via modern grocery retailers.

Competition fierce with players using a wide range of strategies

Players in pet products include specialists focused on just one area and even price band, alongside those with a wider range. This results in players adopting a wide range of different strategies.

Innovations focus on looking and smelling good

To attract new customers and pet owners, companies are increasingly taking inspiration from human lifestyle trends and focusing on design. Coloured cat litter is example seeing launches, offering attractive bright colours, while fragranced products are also growing in popularity.

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Pet Products in Bulgaria

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Overview

Discover the latest market trends and uncover sources of future market growth for the Pet Products industry in Bulgaria 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 Products industry in Bulgaria, our research will save you time and money while empowering you to make informed, profitable decisions.

The Pet Products in Bulgaria market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic 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 Products in Bulgaria?
  • What are the major brands in Bulgaria?
  • What are the key product launches?
  • How have worming and flea product fared against other products within pet healthcare?

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 Products in Bulgaria - Category analysis

HEADLINES

PROSPECTS

Cherished pet companions benefit from widening range of sophisticated products
Dietary supplements benefit from popularity of human multivitamins
Cat litter benefits from growth in indoor-living pet cat population

COMPETITIVE LANDSCAPE

Domestic Bentonit benefits from low prices and wide distribution via modern grocery retailers
Competition fierce with players using a wide range of strategies
Innovations focus on looking and smelling good

CATEGORY DATA

Table 1 Sales of Pet Products by Category: Value 2014-2019
Table 2 Sales of Pet Products by Category: % Value Growth 2014-2019
Table 3 Sales of Pet Healthcare by Type: % Value 2014-2019
Table 4 Sales of Other Pet Products by Type: % Value 2014-2019
Table 5 NBO Company Shares of Pet Products: % Value 2014-2018
Table 6 LBN Brand Shares of Pet Products: % Value 2015-2018
Table 7 Distribution of Pet Products by Format: % Value 2014-2019
Table 8 Forecast Sales of Pet Products by Category: Value 2019-2024
Table 9 Forecast Sales of Pet Products by Category: % Value Growth 2019-2024

Pet Care in Bulgaria - Industry Overview

EXECUTIVE SUMMARY

Sales benefit from rising incomes and growing focus on pet health and wellbeing
Human food trends influence urban demand while rural pet owners continue to shift to prepared food
Mars and Nestlé joust for lead, followed by premium Royal Canin and economy domestic challenger Lyubimets
Modern grocery retailers expand presence and pet care range
Increasingly affluent owners set to trade up in order to optimise pet health

MARKET INDICATORS

Table 10 Pet Populations 2014-2019

MARKET DATA

Table 11 Sales of Pet Food by Category: Volume 2014-2019
Table 12 Sales of Pet Care by Category: Value 2014-2019
Table 13 Sales of Pet Food by Category: % Volume Growth 2014-2019
Table 14 Sales of Pet Care by Category: % Value Growth 2014-2019
Table 15 NBO Company Shares of Pet Food: % Value 2014-2018
Table 16 LBN Brand Shares of Pet Food: % Value 2015-2018
Table 17 NBO Company Shares of Dog and Cat Food: % Value 2014-2018
Table 18 LBN Brand Shares of Dog and Cat Food: % Value 2015-2018
Table 19 Penetration of Private Label in Pet Care by Category: % Value 2014-2019
Table 20 Distribution of Pet Care by Format: % Value 2014-2019
Table 21 Distribution of Pet Care by Format and Category: % Value 2019
Table 22 Distribution of Dog and Cat Food by Format: % Value 2014-2019
Table 23 Distribution of Dog and Cat Food by Format and Category: % Value 2019
Table 24 Forecast Sales of Pet Food by Category: Volume 2019-2024
Table 25 Forecast Sales of Pet Care by Category: Value 2019-2024
Table 26 Forecast Sales of Pet Food by Category: % Volume Growth 2019-2024
Table 27 Forecast Sales of Pet Care by Category: % Value Growth 2019-2024

DEFINITIONS

SOURCES

Summary 1 Research Sources