Executive Summary

Jun 2019
PROSPECTS
Maintaining pet health remains a priority, supporting sales of healthcare

Pet healthcare remained the largest but also the best performing category in pet products in 2019, with this set to continue over the forecast period. When buying pet healthcare products, Italian consumers are likely to increasingly seek more natural products due to concerns about chemical/synthetic ingredients.

Growing demand for toys and clothes and travel accessories

Other pet products continued to record positive current value growth in 2019, thanks in part to an ever wider range of products, with the category offering everything from hygiene pants for dogs in season to carriers, bedding, toys and clothes; the latter being one of the fastest growing categories, enhanced by photo-sharing sites encouraging pet owners to post pictures of their animals.

Plant/vegetable-based cat litter attracts concerned consumers

In 2019, cat litter continued to benefit from a shift from cheaper clumping cat litter, which usually contains bentonite, to more natural plant/vegetable-based formats, which are more expensive but also seen as safer. Their higher prices have in turn led to a rise in demand for small pack sizes of under 5kg.

COMPETITIVE LANDSCAPE
New product developments keep Ferplast fresh

Ferplast remained the leading player in other pet products in 2018, with the company’s position largely attributable to a focus on innovation and regular new product launches. For example, Ferplast’s designers have created a backpack carrier (Kangoo) for small dogs which is practical, comfortable and also attractive.

Manufacturers focus on growth area of pet travel

Rinaldo Franco, United Pets, Nestlé Purina PetCare and the German company Trixie all enjoy a high level of penetration in pet products in Italy.

Brands do best, but private label captures cat litter

Private label continued to account for only a small share of value sales in pet products as a whole in 2018. However, it remained strong in cat litter, further increasing its share on the previous year.

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Pet Products in Italy

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Overview

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

The Pet Products in Italy 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 Italy?
  • What are the major brands in Italy?
  • 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 Italy - Category analysis

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 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 Italy - Industry Overview

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 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