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25.07.2013

Global market update: Emerging petfood segments

Информационный портал Petfood Industry

комментарии аналитиков Research.Techart к авторской статье

According to Euromonitor International, established petfood markets in the US, Japan, Brazil and the UK continue to rule with their retail dominance, but newcomers like Russia, Italy and India are lining up for their very own share from the global petfood bowl. Rising disposable incomes in emerging markets like India and China, coupled with rapid growth in Russia, Ukraine, Indonesia and Vietnam have these regions ready to play a much bigger role in the worldwide petfood and treat market in the upcoming years. Euromonitor predicts that priorities will shift between 2011 and 2016 for emerging and developed markets with 66% of global GDP growth generated in emerging markets and 88% of the global population living in these areas.
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According to analysts of Research Techart, the level of sales of industrial feed for cats and dogs in the Russian market will rise 10%-15% annually in monetary terms. Currently this figure amounts to about 7%-8%. This trend is contributed to not only by the increase of the total number of pets, but also by the growth of the number of pet owners who use ready-made food for feeding their animals, as well as the increase of the share of the premium and superpremium types of petfood in the total structure of sales.

Today the undisputed market leaders are the brands of the economy segment (priced from RUB18–75, or US$1.6-$2.5, per kg), in particular Kitekat and Chappi. Second place is occupied by the brands of the premium segment (average price RUB170, or US$5.7, per kg). Here Whiskas and Pedigree are the main leaders. The economic segment accounts for 65% of the market, while premium accounts for only 30%-33%. The share of the superpremium segment in Russia is estimated to be only about 1%. In coming years all analysts predict that the share of sales of petfood in the economy segment will gradually reduce, and by 2020 it will account for only about 45% of the total market.
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The Indian pet industry has come a long way in the past decade. It has now evolved into a US$800-million-plus industry. At the top of the food chain rests petfood, with 24% annual growth. Continuing its growth trend, the petfood segment in India is expected to register strong double-digit retail value growth in 2013 and beyond (see Figure 4). This growth will be driven by several factors-an increasing number of pet adoptions, rising disposable income, higher awareness of the dietary needs of pets and benefits of petfood, and the booming population of the Indian middle class.
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