Pet food a growing market

The petfood market in Italy also closes 2015 positively with a turnover of 1,914 million euros and a total of 551,200 tons marketed of dog and cat food products – the main segment of the market. Trends in value dynamics in 2015 are still very positive (+4.1% compared to 2014), with moreover a higher growth than in the last two years; volume sales register +0.9%.

This market refers to a significant pet population in Italy dogs number 6.964 million, while cats number 7.483 million.

These are some of the data from the pet care sector included in the new edition of the Assalco – Zoomark Report document that traces each year the scenario of the pet world in all its facets, drawing on studies and research by authoritative organizations and experts in Italy and abroad. The Report is produced by ASSALCO, the National Association between Companies for the Feeding and Care of Companion Animals in collaboration with Zoomark International, the international exhibition of pet products and equipment organized by BolognaFiere, with contributions from ANMVI, the National Association of Italian Veterinary Doctors, and IRI Information Resources.

The largest share is represented by cat food , which accounts for 53.5 percent of the total market (Grocery + Traditional Petshop + Chains) in terms of turnover, developing 1,024 million euros with a volume of 246,212 tons, which is equivalent to 44.7 percent of the total. Buyers are increasingly aware of the importance of proper nutrition for their cat’s well-being, but the desire to satisfy their pet’s preferences is also very relevant. Dog food , on the other hand, accounts for46.5 percent of the total market in value terms, amounting to nearly 890 million euros.

Food for other companion animals realizes sales in large-scale retail of just over 17 million euros.

In the large-scale retail sector, the success of accessories continues, accounting for sales of more than 67 million euros, a 2.4 percent increase in value and a 3 percent increase in volume compared to 2014. The positive trend in this segment is driven by hygiene products, i.e., shampoos, brushes, chewable and teething bones, deodorants, and everything related to pet care and beauty(with growths of 24 percent in value and 25.2 percent in volume) and toys (+4.3 percent in value and +5.9 percent in volume).

For owners, accessories represent inclusion in the family and the bond of affection and care for their pets; they are chosen specifically for their pet and must therefore meet high quality standards at the right price, although this does not always turn out to be the main influencing factor on purchasing decisions.3 The demand is for increasingly safe and durable accessories, toys, and clothing with greater durability, made following new trends, and manufacturers are responding with increasingly innovative products.

GianmarcoFerrari, President of Assalco, commented on the Report as follows: “The growing importance of companion animals within families and in society is driving industry and distribution to respond in increasingly effective and diverse ways to the needs of pets and their owners. Product innovation in both nutrition and care, a variety of formulations and formats, and widespread and specialized outlets are responding to the multiple needs and desires of those living with a pet. The significant and continuous growth in recent years of our sector is proof of the importance attached to companion animals, which create well-being and harmony in the family and society, as confirmed by studies and research at the international level. At the same time, the search for ever higher quality and safety of products – whether food or accessories for care, play or hygiene – is growing.”