Table of Contents
Pet Care in Hungary - Industry Overview
EXECUTIVE SUMMARY
Growth stagnating
Private label economy products see strong demand
Specialist pet superstore chains see rapid growth
Pet shops decline in popularity
Better performance expected
KEY TRENDS AND DEVELOPMENTS
Economic crisis continues to limit growth
Economy private label products drive pet food sales
Packaging size range widens
Changing distribution patterns
Range of healthy products widens
MARKET INDICATORS
Table 1 Pet Populations 2006-2011
MARKET DATA
Table 2 Sales of Pet Care by Category: Volume 2006-2011
Table 3 Sales of Pet Care by Category: Value 2006-2011
Table 4 Sales of Pet Care by Category: % Volume Growth 2006-2011
Table 5 Sales of Pet Care by Category: % Value Growth 2006-2011
Table 6 Pet Food Company Shares 2006-2010
Table 7 Pet Food Brand Shares 2007-2010
Table 8 Dog and Cat Food Company Shares 2006-2010
Table 9 Dog and Cat Food Brand Shares 2007-2010
Table 10 Penetration of Private Label by Category 2006-2010
Table 11 Sales of Dog and Cat Food by Distribution Format: % Analysis 2006-2011
Table 12 Sales of Dog and Cat Food by Category and Distribution Format: % Analysis 2011
Table 13 Sales of Pet Care by Distribution Format: % Analysis 2006-2011
Table 14 Sales of Pet Care by Category and Distribution Format: % Analysis 2011
Table 15 Forecast Sales of Pet Care by Category: Volume 2011-2016
Table 16 Forecast Sales of Pet Care by Category: Value 2011-2016
Table 17 Forecast Sales of Pet Care by Category: % Volume Growth 2011-2016
Table 18 Forecast Sales of Pet Care by Category: % Value Growth 2011-2016
DEFINITIONS
Summary 1 Research Sources
Pet Care in Hungary - Company Profiles
Alpha-Vet Kft in Pet Care (Hungary)
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
Summary 4 Alpha-Vet Kft: Competitive Position 2010
Bonafarm-Bábolna Takarmány Kft in Pet Care (Hungary)
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
Summary 7 Bonafarm-Bábolna Takarmány Kft: Production Statistics 2010
COMPETITIVE POSITIONING
Summary 8 Bonafarm-Bábolna Takarmány Kft: Competitive Position 2010
Fressnapf Hungária Kft in Pet Care (Hungary)
- STRATEGIC DIRECTION
- KEY FACTS
- INTERNET STRATEGY
- COMPANY BACKGROUND
- PRIVATE LABEL
Summary 11 Fressnapf-Hungária Kft: Private Label Portfolio
- COMPETITIVE POSITIONING
- Vitakraft Aqua Food Kft in Pet Care (Hungary)
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
Summary 14 Vitakraft Aqua-Food Kft: Competitive Position 2010
Cat Food in Hungary - Category Analysis
HEADLINES
TRENDS
No significant changes are expected in cat food in 2011, as customers are likely to remain willing to pay for prepared cat food and, as such, retail volume and value sales will continue on an upward trend, driven by the country’s growing cat population.
COMPETITIVE LANDSCAPE
Mars remained the leading player in 2010, in accounting for a retail value sales share of 30%. The company’s main brands in 2010 were Kitekat, Whiskas and Sheba, all of which were highly advertised on television and consisted of a very wide range of products. Mars offered both mid-priced and premium products, all of a high quality. Meanwhile, Kitekat and Whiskas remained among the best known and most popular cat food brands in the country. Following was Nestlé Purina Petcare, with its Friskies and Darling brands, on a retail value sales share of 28%. As with Mars, Nestlé Purina Petcare offered both mid-priced and premium products in 2010. The third leading company in 2010 was Tesco, with its private label products, which accounted for a retail value sales share of 5%.
PROSPECTS
Cat food is predicted to see further growth, both in retail volume and value sales terms, over the forecast period. This will be driven by the growing popularity of cats as pets in urban areas. Furthermore, ongoing growth in the country’s cat population will drive demand over the forecast period.
CATEGORY INDICATORS
Table 19 Cat Owning Households: % Analysis 2006-2011
Table 20 Cat Population 2006-2011
Table 21 Cat Food Prepared vs Non-prepared Gap: % Analysis 2006-2011
CATEGORY DATA
Table 22 Sales of Cat Food by Category: Volume 2006-2011
Table 23 Sales of Cat Food by Category: Value 2006-2011
Table 24 Sales of Cat Food by Category: % Volume Growth 2006-2011
Table 25 Sales of Cat Food by Category: % Value Growth 2006-2011
Table 26 Sales of Premium Cat Food by Category: Value 2006-2011
Table 27 Cat Food Company Shares 2006-2010
Table 28 Cat Food Brand Shares 2007-2010
Table 29 Cat Treats Brand Shares 2007-2010
Table 30 Forecast Sales of Cat Food by Category: Volume 2011-2016
Table 31 Forecast Sales of Cat Food by Category: Value 2011-2016
Table 32 Forecast Sales of Cat Food by Category: % Volume Growth 2011-2016
Table 33 Forecast Sales of Cat Food by Category: % Value Growth 2011-2016
Summary 15 Cat Food by Price Band 2010
Dog Food in Hungary - Category Analysis
HEADLINES
TRENDS
Despite being expected to see slower retail value sales growth in 2011 compared to earlier years in the review period, dog food is nonetheless is expected to see relatively good performance. While the spending power of consumers will remain weak, due to the large number of dogs in the country, customers are nonetheless expected to spend more money on dog food, with economy and premium dog food predicted to see particularly strong growth.
COMPETITIVE LANDSCAPE
As the spending power of customers was weak over the later years of the review period, manufacturers did not focus on innovating and introducing brand new products. As a result, no significant change was seen in product offerings. Instead key manufacturers concentrated on promoting their products and maintaining their prices. Meanwhile, chained pet superstores focused on outlet expansion, with Alpha-Zoo, for example, planning to open more than 100 stores by the end of 2012. Thank to this strong expansion, chained pet superstores saw increasing popularity at the expense of independent pet stores.
PROSPECTS
The spending power of consumers is expected to recover over the forecast period, which will drive the retail volume and value sales growth of dog food, both of which are predicted to see CAGRs of 4%. The country’s dog population is expected to see further growth and, as the economy recovers, the share of total consumption accounted for prepared dog food is predicted to increase. Economy dog food will continue to see the highest growth over the forecast period as the majority of consumers will seek economy products as a way of saving money.
CATEGORY INDICATORS
Table 34 Dog Owning Households: % Analysis 2006-2011
Table 35 Dog Population 2006-2011
Table 36 Dog Food Prepared vs Non-prepared Gap: % Analysis 2006-2011
CATEGORY DATA
Table 37 Sales of Dog Food by Category: Volume 2006-2011
Table 38 Sales of Dog Food by Category: Value 2006-2011
Table 39 Sales of Dog Food by Category: % Volume Growth 2006-2011
Table 40 Sales of Dog Food by Category: % Value Growth 2006-2011
Table 41 Sales of Premium Dog Food by Category: Value 2006-2011
Table 42 Dog Food Company Shares 2006-2010
Table 43 Dog Food Brand Shares 2007-2010
Table 44 Dog Treats Brand Shares 2007-2010
Table 45 Forecast Sales of Dog Food by Category: Volume 2011-2016
Table 46 Forecast Sales of Dog Food by Category: Value 2011-2016
Table 47 Forecast Sales of Dog Food by Category: % Volume Growth 2011-2016
Table 48 Forecast Sales of Dog Food by Category: % Value Growth 2011-2016
Summary 16 Dog Food by Price Band 2010
Other Pet Food in Hungary - Category Analysis
HEADLINES
TRENDS
Pet superstores and franchise chains vigorously expanded over the review period and, in so doing, added to the distribution network for other pet food. In addition to this development, supermarkets/hypermarkets and discounters started to stock a wider range of other pet food products, including private label lines, as they looked to better compete with pet shops. This expansion of distribution assisted other pet food in reaching a wider audience in Hungary.
COMPETITIVE LANDSCAPE
Vitakraft Aqua Food remained the leading player in other pet food in 2010, in accounting for a retail value sales share of 33%. Vitakraft’s leading position owed much to the fact that the company and its brands are quite well-known in Hungary. Furthermore, it offers all types of other pet food, as well as both mid-priced and premium products. In 2010, Vitakraft Aqua Food led all other pet food subcategories, due to its wide product range.
PROSPECTS
Due to the expected recovery in consumer spending power and the growing popularity of other pets, mainly small mammals and reptiles, other pet food is expected to see positive retail volume and value sales growth over the forecast period. Small mammal/reptile food is expected to see the most dynamic growth both in terms of retail volume and value sales, while bird and fish food are both expected to see relatively slow growth.
CATEGORY INDICATORS
Table 49 Other Pet Population 2006-2011
CATEGORY DATA
Table 50 Sales of Other Pet Food by Category: Volume 2006-2011
Table 51 Sales of Other Pet Food by Category: Value 2006-2011
Table 52 Sales of Other Pet Food by Category: % Volume Growth 2006-2011
Table 53 Sales of Other Pet Food by Category: % Value Growth 2006-2011
Table 54 Bird Food Brand Shares 2007-2010
Table 55 Fish Food Brand Shares 2007-2010
Table 56 Small Mammal/Reptile Food Food Brand Shares 2007-2010
Table 57 Forecast Sales of Other Pet Food by Category: Volume 2011-2016
Table 58 Forecast Sales of Other Pet Food by Category: Value 2011-2016
Table 59 Forecast Sales of Other Pet Food by Category: % Volume Growth 2011-2016
Table 60 Forecast Sales of Other Pet Food by Category: % Value Growth 2011-2016
Pet Products in Hungary - Category Analysis
HEADLINES
TRENDS
As consumer spending power was weak and pet products are not considered to be as necessary as pet food, demand for pet products did not increase significantly over the latter years of the review period. However, thanks to the expansion of chained pet superstores, where a wide range of pet products can be found, retail value sales of pet products saw positive retail value sales growth in 2011.
COMPETITIVE LANDSCAPE
Vitakraft Aqua Food remained the leading player in pet products in Hungary in 2010, in accounting for a retail value sales share of 24%. The company was present in all subcategories of pet products and offered a wide range of products, from low-priced to premium brands. Vitakraft’s products were mainly available in pet superstores, specialist pet shops and grocery retailers. The second leading company was Laboratoires Riga with its Riga brand. The company, which accounted for a retail value sale share of 5% in 2010, was present in pet healthcare and pet dietary supplements.
PROSPECTS
Demand for pet products in Hungary is mainly limited to higher income consumers. As a result, pet products is only expected to see relatively limited retail value sales growth over the forecast period.
CATEGORY DATA
Table 61 Sales of Pet Products by Category: Value 2006-2011
Table 62 Sales of Pet Products by Category: % Value Growth 2006-2011
Table 63 Sales of Pet Healthcare by Type: % Value Breakdown 2006-2011
Table 64 Forecast Sales of Pet Products by Category: Value 2011-2016
Table 65 Forecast Sales of Pet Products by Category: % Value Growth 2011-2016