Pet food manufacturers think like pet lovers

Domestically manufactured pet foods maintain their strong position in the rapidly developing domestic market. Sales of private label products are dynamic, pet keepers are mesmerised by low prices. According to distributors, however, this is about to change.
Growth in the pet food market is still around 10 per cent, approximately three times higher than in Western European markets. According to Emese Zagor, marketing manager of Nestle Purina PetCare, there is still a lot of hidden potential in the market. Pet keepers are open to new things and Nestlé is committed to innovation. – A balanced diet is just as important for pets as it is for humans – she pointed out.
There are approximately two million households in Hungary with dogs and another 1.4 million with cats. 5 per cent of the population keeps birds and 6 per cent keeps some breed of small pet, like guinea pigs. The prices of industrially manufactured pet foods in Hungary are the lowest in the region, while the market share of private label products is the highest. 40 per cent of the customers of dog foods choose a private label product.
The estimated quantity of pet food sold in Hungary annually is about 143 thousand tons, with a value of HUF 50 billion, of which 85-90 per cent is manufactured domestically. Experts foresee further growth of the market, especially in innovative categories.
– The number of specialised pet food stores is decreasing, but their respective turnover is growing, with the share of premium and super premium products also expanding – comments the marketing manager of Nestlé Purina. Manufacturers began spending more on merchandising and store keepers show a higher level of expertise than before, which means better service to customers with sophisticated requirements.
Innovation is constant – says Emese Zagor. Innovation is aimed at meeting specific needs of our pets, according to age, build, and even lifestyle. – Obviously, we try to reach our customers through as many mediums as possible – adds the marketing manager. We co-ordinate various mediums with in-store communication, and consumer promotions in order to make our campaigns as effective as possible. This year, we came up with a new Darling TV ad, supported by a billboard campaign and consumer promotion.