Pet care in Italy

Premiumization

Pet care has seen more positive growth in current value terms in Italy in 2017. Growth is being driven by the strengthening interest of pet owners in higher quality products. This is being seen especially in cat food and dog food, where demand for a high meat-content, grain-free products and organic ingredients is also rising. Also, products which showcase more concrete targeting of pets, such as size and age-specific products, are seeing increasing attention. Stronger value sales are being facilitated by the slowly improving purchasing power of Italian pet owners.

Multinational players

International manufacturers and brands led pet care in Italy in 2016. Only a few domestic companies are fully active, such as Rinaldo Franco SpA, Morando SpA and Monge & C SpA. There are also a few multinational companies which have manufacturing facilities in Italy, such as Nestlé Purina PetCare Italia SpA which has two production sites in Portogruaro and Udine.

Competitive environment

Industry competition has intensified in pet care in Italy in 2017. This is due to the increasing number of minor manufacturers of pet food and pet products present in the market. Price pressure is also becoming more significant with the growing presence of private label products, with players expected to fight the intensifying price promotions/discounts with stronger advertising. With internet retailers gaining share in 2017, price competition, particularly between mid-priced and premium brands, is an increasing challenge.