俄國寵物看護用品市場 是由出版商Euromonitor International在2010年11月所出版的。
這份英文市場調查報告書價格從美金1900起跳。
Abstract
This Euromonitor market report provides market trend and market growth
analysis of the Pet Care industry in Russia. With this market report, you' ll
be able to explore in detail the changing shape and potential of the industry.
You will now be able to plan and build strategy on real industry data and
projections.
The Pet Care in Russia market research report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
- What is the market size of Pet Care in Russia?
- What are the major brands in Russia?
- How did the downturn affect pet care spending?
- Which is the best-performing category within pet care?
- Which is the fastest-growing pet food manufacturer?
- How have pet specialists fared in recent years?
- What are growth prospects for pet care in the next 5 years?
Why buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and
supply functions
- This industry report originates from Passport, our Pet Care market
research database.
EXECUTIVE SUMMARY
Barking back
Despite the worst of the economic crisis in Russia passing in late 2009, with
production again on the increase, interest rates cut and inflation falling to
almost its lowest level in post-Soviet times, all bolstered by rising oil
prices (which returned to over US$80 per barrel), the economy suffered
something of a setback as significant portions of the country were hit by
severe wildfires, including the area around Moscow, as temperatures soared to
record levels during August 2010. Subsequently, the country was hit by a
series of severe storms, all of which culminated in significant disruption to
the economy, as production lines were interrupted and crops were wiped out. In
spite of the economic turbulence and more recent difficulties, which are
expected to cost the economy dearly, many consumers, especially in lesser hit
urban areas, showed little inclination to moderate spending when it came to
their pets, causing the pet care category as a whole to post another strong
year of growth.
Russia' s capital cities support market growth
The Russian recession of 2008-09 had a clear effect on consumer markets, as
growth slowed in a context of falling levels of consumer confidence as people
were faced with declining incomes and job uncertainty. Despite this and
further problems encountered in 2010, growth was maintained at a good level in
the pet food category, attributable at least in part to humanisation and
convenience trends. Consumers who continued to buy into these products in the
face of a slowing economy were individuals on higher salaries with larger
disposable incomes, most likely to be living in Moscow, and to some extent St
Petersburg. As lives have become increasingly hectic in these areas, people
have found that their overall lifestyles have changed, leading to more
single-person households and single people increasingly seeking companionship
from animals - which is a crucial step along the path towards humanisation.
Sales of these types of products have also been supported in the cities given
their wider availability, although as wealth and supermarkets/hypermarkets
increasingly spread into regional cities, these areas will play a more
significant role in the future.
Multinationals dominate the Russian market
With strong portfolios made up of world-renowned brands that include premium
and super premium products, as well as mid-priced and economy brands,
multinationals Mars OOO and Nestle Russia OOO remained the clear leaders in
Russian pet food and pet products in 2009. Both companies continue to invest
heavily in advertising, promotion and distribution of their brands in Russia,
and both tend to lead the field when it comes to innovation, which is critical
when faced by an increasingly demanding consumer base. Many smaller domestic
players continue to struggle to compete with these foreign giants due to years
with little investment, outdated production lines and undeveloped distribution
networks.
Supermarkets see further gains
As seen the world over in developed countries, the chained
supermarkets/hypermarkets channel is expanding at a phenomenal rate, winning
over increasing numbers of consumers with wide product ranges, competitive
prices and private label ranges. Supermarkets/hypermarkets outlets are also
getting larger and granting more shelf space to economy and premium pet food
brands, thus encouraging further product diversification and encouraging a
wider range of consumers into stores. As more supermarkets/hypermarkets
outlets appear in the regions, more consumers will be encouraged to enter
these stores, forcing increasing numbers of independent and smaller local
players out of the market all together.
Market to stabilise
Pet food and pet products are set to see steady growth over the forecast
period, encouraged by a stabilising economic situation, improving job security
and rising disposable incomes. Value sales will be driven to a large extent by
consumers in urban areas, where the humanisation trend will remain strongest
due to the higher levels of income. Consumers here will support the
development of the premium category over the forecast period, with this
growing increasingly to include more super premium products, as these
consumers become ever more demanding. Volume sales will be sustained by more
consumers entering the category at the economy price point, as the level of
prepared pet food penetration increases through the spread of
supermarkets/hypermarkets, particularly as more cities grow to reach the
million mark in terms of population, which will create rising awareness of the
benefits of prepared food and attract consumers given the convenience offered
by these products. Though the pet humanisation trend is currently strongest in
Moscow and St Petersburg, the forecast period is expected to see this slowly
spreading to the rest of Russia. Together with an expected improvement in the
economic situation, this will ensure that the pet food and pet products
categories maintain their positive development over the forecast period.
Table of Contents
Pet Care in Russia - Industry Overview
EXECUTIVE SUMMARY
- Barking back
- Russia' s capital cities support market growth
- Multinationals dominate the Russian market
- Supermarkets see further gains
- Market to stabilise
KEY TRENDS AND DEVELOPMENTS
- A country ablaze
- From alienation to humanisation
- Wealth polarisation
- Supermarkets set to offer pet smorgasbord
- Multinationals step up to the plate
MARKET INDICATORS
MARKET DATA
DEFINITIONS
- Summary 1. Research Sources
- Summary 2. Research Sources
Pet Care in Russia - Company Profiles
Aller Petfood OOO - Pet Care - Russia
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
Arovit Petfood A/S - Pet Care - Russia
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 5. Arovit Petfood A/S: Competitive Position 2009
Cats & Dogs OOO - Pet Care - Russia
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRIVATE LABEL
- Summary 7. Cats & Dogs OOO: Private Label Portfolio
- COMPETITIVE POSITIONING
- Summary 8. Cats & Dogs OOO: Competitive Position 2009
Provimi OOO - Pet Care - Russia
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
Raritet OOO - Pet Care - Russia
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 11. Raritet OOO: Competitive Position 2009
Royal Canin SA - Pet Care - Russia
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 13. Royal Canin SA: Competitive Position 2009
Zoogurman OOO - Pet Care - Russia
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
Cat Food in Russia - Category Analysis
HEADLINES
TRENDS
- Cat food proved fairly resilient to the recession; although the category
registered a certain slowdown in growth as some consumers traded down to
cheaper options or left the category altogether, overall cat food maintained a
strong performance. Over the course of 2008 and 2009, some consumers were
faced by increasing job uncertainty and falling disposable incomes which
contributed to the category performing below expectations. However, 2010 saw
stronger current value growth compared to the previous year as the situation
settled and consumers again moved to trade up to better quality cat food in
line with humanisation trends, or returned to purchasing within the category,
driving volume gains in the economy segment.
COMPETITIVE LANDSCAPE
- Mars OOO remained the clear leader in cat food in 2009, claiming a value
share of 54% with an extensive portfolio that includes globally popular brands
such as Whiskas, Kitekat and Sheba amongst others, which grants them presence
in each major price segment and allows them to appeal to a broad base of
consumers. Sustained investment in advertising and innovation, combined with
the strength of its portfolio has ensured that Mars continues to lead the
mid-priced and economy segments of both wet and dry cat food, while its more
recent focus on developing its premium offerings has also secured it a place
leading premium wet cat food.
PROSPECTS
- The forecast period is likely to witness a positive performance for cat
food, particularly as the economic situation improves. Job security and rising
levels of disposable income will encourage more consumers to trade up to
better quality cat food, with this movement mainly driven by consumers in
urban areas where humanisation trends are strongest. Consumers here are likely
to be most inclined to purchase premium cat food that promises additional
benefits and superior nutrition, or that addresses the specific needs of
different animals. Better quality mid-priced cat food is also set to benefit
from this trend. New launches, improvements in distribution and increased
investment in marketing activities will also bolster overall category growth
both in volume and constant value terms.
CATEGORY INDICATORS
CATEGORY DATA
Dog Food in Russia - Category Analysis
HEADLINES
TRENDS
- The financial crisis of 2008-09 had an undeniable impact on pet food and
pet care as a whole, although levels of growth improved again in 2010. Recent
years saw unemployment rise and disposable incomes fall, while pet populations
saw a weaker performance in the second half of the review period, all of which
influenced the performance of dog food, as some owners traded down to cheaper
food alternatives, or put off buying animals.
COMPETITIVE LANDSCAPE
- Mars OOO remained the dominant leader in dog food in 2009, claiming a
value share of 56% with a strong portfolio of brands that includes trusted and
well-established names such as Chappi and Pedigree. In terms of brand share,
Pedigree remains the favourite dog food amongst Russian pet owners, accounting
for 29% of value sales in 2009, which reflects no real movement on the
previous year and it maintains its lead in both the dry and wet mid-priced
category. Chappi meanwhile comfortably remains in second position, given its
presence in both the economy wet and dry dog food categories. Mars
consolidated its position with a number of new launches over the review
period, making it one of the most active players within dog food in terms of
new products despite suffering problems in 2009, as the Federal Service for
Veterinary and Phytosanitary Surveillance in Russia effectively removed
licenses for the importation of pet food into Russia from many foreign
suppliers, impacting on the Pedigree and Whiskas brand.
PROSPECTS
- The dog food category looks set to see a strong performance going into the
forecast period, with constant value growth falling in line with volume growth
as the economic situation improves. As the situation stabilises in Russia,
consumers will begin to trade up to higher quality and premium brands in
greater numbers over the second half of the forecast period, while consumers
put off prepared food during 2008-2010 due to financial hardship will return
to the category and support the performance of mid-priced and economy
categories. Overall growth will be encouraged by new launches, particularly
those offering more specialised and tailored nutrition, improvements in
distribution and increased investment in advertising. Demand will continue to
be split along urban and rural lines, with most growth continuing to come from
the major cities, given consumers' higher levels of income and greater
inclination towards pet humanisation. The level of growth is expected to reach
a peak in 2012, as the effects of the financial crisis finally pass and
economic growth returns at a stronger level.
CATEGORY INDICATORS
CATEGORY DATA
- Other Pet Food in Russia - Category Analysis
HEADLINES
TRENDS
- 2010 saw other pet food registering another year of strong growth despite
the financial crisis. The category also shows a clear trend towards higher
cost products, with value sales far exceeding volume sales. Growth was
supported by some increase in the population of other pets, mainly driven by
the increase in the fish population, although birds and small mammals/reptiles
also saw some gains. Value growth was spurred by increasing awareness amongst
consumers of the specific needs of their pets, as well as of products that
could improve their condition and appearance. This drove interest in higher
cost, premium-style products, which allowed the category to register another
year of strong growth.
COMPETITIVE LANDSCAPE
- Domestic player Biosphera OOO maintained its lead in other pet food in
2009 with a value share of 16%, reflecting a stable performance over the
course of the year. The company' s Vaka range continues to enjoy significant
popularity in Russia, with the brand taking the leading position in bird food,
the largest category. It is also ranked second in fish food and third in small
mammal/reptile food. The company has been able to enjoy a fairly stable
performance over the review period given its presence in multiple segments,
which gives it certain flexibility to ride out fluctuations in consumer
demand. These players stood out in what is a highly fragmented market, with
others accounting for a 54% value share in 2009.
PROSPECTS
- Other pet food looks set to maintain its positive development over the
forecast period. Constant value sales will grow at a similar rate to volume
sales. The economic difficulties recently faced are expected to continue
impacting levels of consumer confidence, with some consumers still struggling
with shrinking disposable incomes. This will affect not only levels of
spending but also the growth of the other pet population, as consumers
postpone or decide against buying pets. Rising demand for specialised premium
products with functional health benefits among wealthier owners of more exotic
pets will be particularly important in terms of driving growth in constant
value terms. At the same time, overall category volume sales will be bolstered
as awareness of pet nutrition issues continues to rise and more owners make
the switch from non-prepared or homemade food to prepared other pet food. The
convenience of prepared products should also prove a more appealing feature
for urban consumers leading busy lifestyles.
CATEGORY INDICATORS
CATEGORY DATA
Pet Products in Russia - Category Analysis
HEADLINES
TRENDS
- The humanisation trend was key in driving the performance of pet products.
Those consumers more inclined towards purchasing premium pet food with
additional health and wellness benefits for their animals were most likely to
also consider the purchase of specialised pet products, such as pet dietary
supplements and pet healthcare. Rising awareness of pet healthcare issues in
major cities such as Moscow and St Petersburg continued to drive value growth
in pet products in 2010. Strong demand for highly specialised premium products
in the pet healthcare and dietary supplements categories was particularly
important in this regard, reflecting the popularity of more exotic pet types
and pedigree dog and cat breeds among higher income urban consumers.
COMPETITIVE LANDSCAPE
- With a value share of 25%, multinational Mars OOO remained the clear
leader in pet products in 2009 given its presence in multiple product
categories. Its leading position in cat litter, with its Catsan and Thomas
brands, ranked first and third respectively, was of particular assistance in
assuring its position at the head of the category since cat litter continues
to represent by far the largest proportion of pet products sales. The success
of Catsan and Thomas also reflected their competitive prices, with both brands
manufactured in Russia in order to keep costs down. Mars also features
prominently in pet healthcare and other pet products, which are seeing rising
interest from consumers who are increasingly conscious of their pets' health
and general wellbeing, particularly as the humanisation trend grows.
PROSPECTS
- Pet products will develop positively over the forecast period as a whole,
albeit at a slightly lower rate of growth compared to the review period. Some
of the effects of the recession will continue to be felt in the form of lower
consumer confidence and reduced spending on luxury items. Overall, however,
since the performance of the category is largely conditioned by more affluent
consumers in urban areas, the impact of this will be moderate, with the
slowdown coming from increasing maturity of the category, smaller rises in the
pet population as urbanisation make owning a pet more difficult, and
increasing competition from the premium pet food category as more
manufacturers add specialised nutrients and other supplements to their
products, reflecting the humanisation trend.
CATEGORY DATA
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