Affinity Petcare on the starting blocks

Unification of its international business will be one of the first acts of the new company. The aim of Affinity Petcare in the medium to long term will be to improve its already excellent market position, and the company will hit the ground running when it enters the market in the coming year. All the firm’s products are expected to be marketed as early as January under the Affinity brand.
After taking over some of the brands (including “Brekkies”, “Premium”) and two factories from Masterfoods and Royal Canin in France, Affinity Petcare has immediately risen to the number three slot in Europe in the dry food segment, reportedly with a market share of 11 per cent inside the EU. This year the company is anticipating sales of 304 mio euro. It has three plants in Spain and France, turning out 350 000 t of dog and cat food per year. The production capacity can be increased at any time by a further 15 per cent. The factories feature the latest equipment, enabling Affinity Petcare to offer a complete range in the dry food segment.
The most important brands under Affinity’s roof.
In view of the good growth prospects for dry pet food, Affinity Petcare is taking a very optimistic view of the future. In Spain, where it has a share of 32 per cent of the market, the company is the clear market leader in dry food. It trades in Spain under the name Gallina Blanca Purina. If only premium and super premium products are taken into account, Affinity Petcare’s market share in Spain rises to 45 per cent.
Successful German premiere in October at the pet product fair Zooevent in Kassel.
According to the company, Spain is the third largest dry food market in Europe after France and Great Britain, although the market share of dry food in the segment as a whole at 84 per cent is nowhere as high as it is in Spain, stresses Affinity. Nevertheless, the company discerns a clear trend towards dry food in other European countries.
Affinity Petcare is wholly owned by Agrolimen, the leading consumer goods manufacturer in Spain. The company operates in over 80 countries in sectors such as personal hygiene, fast food and confectionery. Its sales amount to 1.5 bn euro.