Restructuring in the pet food market

The growth rate of the pet food market is slowing down this year. Zsolt Forczek, marketing manager with Nestlé Purina told Trade magazin that single-portion wet cat food and treats grow the fastest in the category. From the various retail channels discount stores and supermarkets were developing most rapidly this year. There was a two-digit sales growth in the premium segment but private label products did well, too. Consumers still prefer pet food that is cheaper but of good quality. Zoltán Molnár, commercial director with Partner in Pet Food Kft. informed us that consumers are turning towards private label products. The single portion market keeps growing. Dry pet food sales are on the rise but sales of tinned pet food are slowly reducing. St. Pierre Kft. entered the market in 2013 and managing director Péter Horowitz’s experience is that the market has already reached a level of development where the restructuring taking place in individual categories is what matters. Dry products keep gaining ground and small-sized products are increasingly popular. Nestlé Purina’s FELIX brand came out with four FELIX Sensations products and FELIX Party Mix treats also appeared in stores in 2014. The company’s view is that cat treats is one of the most dynamically growing segments. Each FELIX Party Mix bag contains the mixture of 3 delicious flavours and is rich in vitamins and Omega 6 fats. Purina’s other new product this year is Friskies Crunchy&Soft dry cat food. This product contributes to the health of pets’ teeth and gums with the crunchy bits, while the softer pieces ensure special nourishment because there is lots of meat, protein and vitamin D in them. With strong marketing support the nationwide launch commences in September, the product will be available in two sizes and two flavours. In 2013 PPF realised sales as planned and broke its pervious sales record. Their PreVital cat food portfolio doubled and the company’s VitalBite (formerly SoftMix) dog food line also renewed. New products also appeared on store shelves under the Dax dog food brand and Reno products get a new design in the autumn. Borbála Zeller told our magazine that they wish to give an ever-stronger marketing support to PreVital and VitalBite. St. Pierre Hungary Kft. created its portfolio with current market trends in mind. Despite that there are fewer pets the number of small- and medium-large dogs is growing, which creates growing demand for convenience products. Consumer interest in small-sized products is augmenting in the cat food market as well. These trends lay the groundwork for an upturn in the aluminium foil bag and tray categories among both ‘A’ and ‘B’ brands. The development of both the branded product and the private label product markets in 2013 justifies this restructuring. St. Pierre’s Ozzi products serve the needs of small- and medium-large dog owners too. This year the company added new products to its cat and dog food portfolio only in the single- and small-portion categories

Molnár Zoltán
kereskedelmi igazgató
Partner in Pet Food