Pet Care in Saudi Arabia

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

• Cat food
• Dog food
• Other pet food
• Pet products

The Pet Care in Saudi Arabia 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 Saudi Arabia?
• What are the major brands in Saudi Arabia?
• 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.
Sample Analysis

EXECUTIVE SUMMARY

Strong current value growth from low sales base

Pet care saw strong current value growth in Saudi Arabia during the review period. Strong growth rates were linked to a low sales base, with few households keeping pets. This is partly due to the Muslim religion’s negative attitude to dogs but is also linked to the many large households housing extended families. Extended families supply the companionship that may otherwise have been sought from pets and result in busier lifestyles, leaving less time for pet care. Strong growth was however also linked to westernisation, with a growing interest in keeping pets as a result of exposure to western films and TV programs and the internet.

Consumers increasingly focus on pet nutrition

Among the small number of households who keep pets, there is also little awareness of pet nutrition, although awareness is widening. Non-prepared food continued to dominate overall consumption, with little awareness of the links between pet diet and health. There was however a marked shift from non-prepared to prepared food during the review period. Within prepared food, consumers meanwhile increasingly traded up to premium brands and specialist products. These trends picked up further pace at the end of the review period as economic growth in Saudi Arabia boosted consumers’ economic confidence and willingness to spend.

Mars proves a strong leader while domestic players lack significant presence

Mars was a strong leader in pet care throughout the review period and dominated sales in GBO terms thanks to its ownership of premium player Royal Canin. Mars benefits from being the strongest advertiser in pet care and also from offering the widest distribution, particularly via supermarkets/hypermarkets. The company also benefits from its strong brands and wide range, including Whiskas and Pedigree in cat food and dog food, Trill in bird food and Thomas in cat litter. The remaining sales are meanwhile mainly accounted for by other multinationals, with domestic players being largely absent from pet care. Low sales and a lack of widespread consumer interest in pets, alongside the strength of the leading multinationals, continued to deter domestic players from entering this product area.

Supermarkets/hypermarkets extend dominance while pet shops gain share

Supermarkets/hypermarkets dominated sales of pet care at the end of the review period and continued to gain share. This channel benefited from ongoing outlet volume expansion and also from offering a wider range of pet care. Supermarkets/hypermarkets also benefited from a focus on value, with price promotions attracting many customers. The strongest growth in value share was however seen for pet shops, which also continued to expand outlet volume across the country. Pet shops also benefited from offering a wider range of products in comparison to supermarkets/hypermarkets and also from consumers’ becoming increasingly interested in specialist nutrition, with many thus seeking out pet shops in order to obtain specialist advice.

Stronger growth ahead for forecast period

The forecast period is expected to see stronger constant value growth in comparison to that seen during the review period, with growth supported by a number of factors. The westernisation trend is expected to result in growing interest in keeping pets, with consumers becoming more aware of pets as a result of greater exposure to western culture. There is also expected to be a growing awareness of the links between nutrition and health for pets, with this resulting in consumers trading up from non-prepared to prepared food and also trading up to premium and specialist brands within prepared food.

Table of Contents

Pet Care in Saudi Arabia - Industry Overview

EXECUTIVE SUMMARY
Strong current value growth from low sales base
Consumers increasingly focus on pet nutrition
Mars proves a strong leader while domestic players lack significant presence
Supermarkets/hypermarkets extend dominance while pet shops gain share
Stronger growth ahead for forecast period

KEY TRENDS AND DEVELOPMENTS
Religion and culture hinder pet care sales
Growth boosted by westernisation trend and humanisation of pets
Growing awareness of links between diet and health
Supermarkets/hypermarkets and pet shops and superstores gain share

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 Saudi Arabia - Company Profiles

Life & Nature Co in Pet Care (Saudi Arabia)
STRATEGIC DIRECTION
KEY FACTS
INTERNET STRATEGY
COMPANY BACKGROUND
PRIVATE LABEL
COMPETITIVE POSITIONING
Summary 4 Life & Nature Co: Competitive Position 2010

Purrfect Pets in Pet Care (Saudi Arabia)
STRATEGIC DIRECTION
KEY FACTS
INTERNET STRATEGY
COMPANY BACKGROUND
PRIVATE LABEL
COMPETITIVE POSITIONING

Cat Food in Saudi Arabia - Category Analysis

HEADLINES

TRENDS
There was a continuing shift upmarket within cat food at the end of the review period, with this linked into a wider health and wellness trend. Owners are becoming more concerned about nutrition for themselves and their cat, with a growing understanding of the links between diet and health. As a result, consumers shifted away from economy products, with economy cat food consequently expected to see a sharp 11% volume decline and 6% current value decline in 2011 over the previous year. Premium cat food is meanwhile expected to see the strongest growth, with 13% volume growth and 19% current value growth in the year.

COMPETITIVE LANDSCAPE
Mars is expected to further gain share in 2011, thanks to the company’s strong new product development towards the end of the review period and heavy investment in advertising. This company also saw the strongest growth in value share in 2010 over the previous year, gaining almost two percentage points to dominate with 67% value share. Mars is particularly likely to see strong sales growth in premium cat food, with its Whiskas Pouches set to continue to gain share thanks to offering convenience for cat owners and indulgence and strong nutritional profile for cats.

PROSPECTS
The pet cat population is expected to benefit strongly from the westernisation trend. There is expected to be a growing focus on keeping pets as a result of consumers’ exposure to western films, TV programs and the internet. A growing trend for students to study abroad will also increase consumers’ interest in pets.

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
Summary 6 Cat Food by Price Band 2010
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

Dog Food in Saudi Arabia - Category Analysis

HEADLINES

TRENDS
There was growing interest in premium brands and more specialist products in dog food towards the end of the review period. This was due to a number of factors, including the ongoing expansion of pet shops and superstores in the country and marketing for brands such as Royal Canin. Consumers became more aware of the benefits of tailored nutrition for their dogs in terms of coat appearance, digestive and bone health and temperament. With dog owners increasingly treating their pets as a member of the family, consumers became more willing to pay more for a healthier and happier pet.

COMPETITIVE LANDSCAPE
2011 is expected to continue to see a steady growth in value share for premium specialist brands such as Royal Canin. This brand also saw the strongest growth in share in dog food in 2010 over the previous year, with a rise of almost two percentage points to rank second with 14% value share. Royal Canin benefits from offering a wide range of breed-, age- and size-specific products and from strong recommendations from veterinary clinics and pet shops. As those buying prepared dog food increasingly focused on optimum nutrition for their pets, they increasingly visited specialist channels and sought advice on the best products. This trend particularly benefited Royal Canin, which has the widest distribution and the highest profile within premium specialist dog food.

PROSPECTS
Westernisation is expected to benefit the dog population and sales of dog food during the forecast period. Dogs will continue to face hostility from religious groups during the forecast period and will also continue to face restrictions on walking and sales. In addition, many consumers will continue to associate dogs with the wild dogs that cause problems in many major cities. However, there will be growing exposure to western lifestyle trends during the forecast period, via US films and TV programs, the internet and also due to increasing international travel, particularly for students. Consequently, there is likely to be a softening in consumers’ attitudes to dogs, with this trend resulting in a growing number of pedigree dogs being kept as pets or status symbols rather than simply as hunting or guard dogs.

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
Summary 7 Dog Food by Price Band 2010
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

Other Pet Food in Saudi Arabia - Category Analysis

HEADLINES

TRENDS
2011 is expected to continue to see small mammal/reptile food emerge from a low sales base, with volume growth of over 7%. This product area is a tiny niche, accounting for less than half a percentage point of overall volume sales in "other" pet food at the end of the review period and less than one tonne. However, good growth will be underpinned by two main trends: the growing popularity of rabbits, hamsters and other small mammals as pets and a shift towards prepared food. Rabbits and hamsters are regarded as good starter pets for children and as relatively easy to keep in comparison to cats and dogs. Consumers also became more aware of nutrition when feeding their rabbits, with this trend supporting good growth in prepared small mammal/reptile food sales.

COMPETITIVE LANDSCAPE
2011 is expected to growing consolidation in fish food and small mammal/reptile food. As pet shops continue to open across the country and consumers become more focused on pet nutrition, there is expected to be a strong performance for the leading brands. These brands have the widest distribution via pet shops and a strong reputation for quality, making them more likely to be recommended by sales assistants. This trend is expected to particularly benefit Tetra Werke’s Aquafin and Tetra Fin and Vitakraft-Werke’s Vitakraft in fish food and Vitakraft in small mammal/reptile food.

PROSPECTS
Pet shops and veterinary clinics are expected to become increasingly significant channels for sales of "other" pet food during the forecast period. Pet owners are expected to become increasingly interested in ensuring optimum nutrition for their pets and are thus likely to seek out specialist advice from these channels. For small mammals, this trend is likely to be linked to the humanisation trend, with rabbits and small mammals such as hamsters increasingly being kept as cherished companions. Within bird and fish food, however, consumers are likely to be mainly focused on extending the longevity and improving the appearance of their animals.

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 Saudi Arabia - Category Analysis

HEADLINES

TRENDS
Cat litter is expected to see a strong growth of 19% in 2011 over the previous year, with this linked to a rise in the number of indoor cats. The overall cat population is expected to rise by 9% in 2011 over the previous year, with many being attracted to cats as a cheaper, lower maintenance and cleaner option in comparison to dogs. Most new cat owners are opting for pedigree cats, with the high price of these animals and the high percentage of apartment-dwellers in Saudi Arabia resulting in the majority of cats being kept inside. Cat litter is not only used for cats, however, with many small pedigree dogs also using cat litter trays. The growing popularity of dogs such as Havanese and Yorkshire Terriers consequently also boosted sales of cat litter at the end of the review period.

COMPETITIVE LANDSCAPE
There is expected to be a mixed performance across pet products in terms of competitive landscape in 2011. Within cat litter, leader Mars may well lose share to bulk packs purchased from pet shops. Pet healthcare and pet dietary supplements are meanwhile likely to see recent new entrants such as Vitakraft-Werke Wührmann & Sohn, Harz and Sergeant's Pet Care Products continue to gain share from the leading players. Within “other” pet products, there is meanwhile likely to be growing fragmentation, with pet shops offering a wider range of imported products, particularly from China.

PROSPECTS
The humanisation trend is expected to support strong growth across pet products during the forecast period. Pet healthcare and pet dietary supplements will for example benefit from a growing focus on achieving optimum health for pets. “Other” pet products is however expected to benefit most from this trend, with strong growth in sales of toys, clothing and other accessories. This product area is also expected to benefit from a marked rise in the indoor cat population and will thus see the strongest constant value growth with a CAGR of 13% during 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