Swiss market leader in pet food

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Migros operates nearly 600 supermarkets in Switzerland that also offer a range of pet products. Depending on the location, the stores range in size from small local shops to hypermarkets with retail areas covering several thousand square metres. Its pet departments also vary considerably in size, accounting for approx. 4 metres of shelving in smaller outlets and up to 45 m² in larger stores. All the stores stock a basic range of main foods, treats and accessories for dogs and cats, enabling pet owners to cover the daily requirements of their four-legged friends. Up to 300 different items may be available in bigger stores.
Private labels feature strongly
Private labels dominate the pet food range at Migros, accounting for up to 70 per cent of sales. However, the retail group also carries some branded goods in its pet departments in areas where these occupy a key market position or where the company has exclusive distribution rights. For example, the dog food line “Matzinger” at the high end of the market, the premium food “Vital Balance” for cats and the cat food brand “Exelcat” are all exclusive to Migros.
One of Migros’s major concerns is to cover the different needs of pet owners with its products. At the lower end of the market, Migros stores offer the “M-Budget” brand, which is on the same price level as hard discounter Aldi. The medium price segment is covered by “Asco” (dog food and treats) and “Max” (dog chew products) along with “Selina” and “Xirah” (cat food). Market surveys show that “Asco” is the most popular dog food in Switzerland. In the small mammal and bird segment, Migros offers its customers the private labels “Happy Pet” and “Happy Bird” in the value range and the “Vitobel” premium brand. A small selection of care products and accessories completes the range. Migros doesn’t stock products for fish and ponds or terrarium creatures.
Olga Horváth has been responsible for the pet sector at Migros for a few months now. The sector is managed for the whole of Switzerland from the head office of the Federation of Migros Cooperatives in Zurich by four staff members, one buyer and three marketing staff. The stores receive their goods from the Migros central warehouse in Suhr, one of the biggest warehouses in Europe. Olga Horváth reports to Christoph Bobst, who is in charge of the categories accompaniments, preserves and pet products.
Migros aims to reflect the progressive separation of the pet food…