The pet food market is alive and kicking

Dóra Mamuzsits
category manager
MARS Magyarország

According to Dóra Mamuzsits, category manager (pet food) of MARS Magyarország Értékesítő Bt., the premiumisation trend continues in the cat food segment, but it is less strong than it used to be. Sales of treats – a real impulse category – have slowed down.

Nestlé PURINA’s brand managers share the view that the engine of sales growth has remained to be shoppers upgrading to more premium pet foods, the growing popularity of industrial products and people being more willing to own pets.

Ádám Szitai
general manager
Partner in Pet Food

Ádám Szitai, general manager of Partner in Pet Food (PPF) said: pet owners didn’t buy less food for their little favourites during the pandemic than before. However, since pet food makers buy most product ingredients from abroad, the instability of the forint had a negative effect on their operations.

Popularity of the aluminium foil bag format

There are 3 main categories in the Hungarian pet food market: large-sized canned food for dogs, single-serve wet cat food and dry dog food. These products are responsible for two thirds of sales. Among sales channels discounters have kept on strengthening their positions. Due to the pandemic sales soared in the online world: there was a two-digit sales growth in this sales channel in 2020 – added the experts of Nestlé PURINA. Sales of single-serve products are developing the fastest. Ms Mamuzsits pointed it out that the COVID-19 pandemic generated an increase in multi-buy promotions (2+1, lower prices if minimum 3 products are purchased, etc.).

Sought-after special products

There are small differences between cat and dog food sales characteristics. Since dogs are larger in size, they eat more and this favours the sales of cheaper canned products. Ms Mamuzsits revealed that COVID-19 had the biggest negative impact on the treats segment, as this impulse category expanded slower – with the exception of oral hygiene products, for which demand has remained strong – and in addition to Pedigree DentaStix, there are new products available in the market, too.

Mr Szitai explained that dogs prefer classic flavours such as chicken or beef, while cats are more experimental and choosier, so they like to try special flavour combinations like salmon-trout and added vegetables. Cat owners have 3-5 brands in stock, in case their cat gets bored with a product.

Expertise, experience and health

Anna Tuyaerts
brand manager
Nestlé PURINA

In its innovation work one of PURINA’s advantages in the competition against private labels is the expert background that facilitates the use of innovative production technologies, manufacturing super-premium products and satisfying a wide range of needs. Anna Tuyaerts, Nestlé PURINA’s brand manager informed that they have launched PURINA ONE products for small dog breeds. The PURINA ONE Dual Nature range helps cat owners to ensure the healthy working of their favourite pet’s immune system. GOURMET products offer special flavours to choosy cats – new products can be expected from the brand this year.

Orsolya Duka-Füri
brand manager
Nestlé PURINA

We learned from Orsolya Duka-Füri, brand manager of Nestlé PURINA that there is a new product segment, a kind of transition between treats and classic pet food. A good example of this is FELIX Soup, which – just like all other FELIX products – comes in easy-to-serve bags. The new product is available in plain and fish variants. Oral hygiene products constitute the fastest developing segment of the treat category. Here PURINA is present with the DENTALIFE brand.

Hámori-Kamocsár
Klaudia
márkamenedzser
Nestlé PURINA

Klaudia Hámori-Kamocsár, brand manager of Nestlé PURINA told that these products fight tartar buildup. Last autumn the company rolled out an economical multipack DENTALIFE product version, while this spring they launched the 3-treat variant.

Creating a better world and renewal inside and outside

Ms Mamuzsits said: MARS’ mission is to create a better world for pets with their products. The company’s super-permium Sheba cat food products are now also available in 12-, 15- and 40-piece versions. MARS’ new Perfect Fit Natural Vitality range fits into the healthy and natural trend. Pedigree DentaStix is coming out with a new variant called Chewy Chunx – this is a bite-size treat that protects dogs’ teeth.

Mr Szitai informed: PPF will soon enter product categories that are new for the company. In the first half of 2021 they are completely renewing the dry portfolio of the PreVital brand, both the packaging and the cat food. This is a big step forward, as this is the kind of product that is often present on cats’ plate throughout the day. //