Italian pet food trends  

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Assalco is the Italian Association of Pet Food and Pet Care Companies (www.assalco.it). Its annual report aims to provide scientifically valid answers to the specific needs of a dynamic sector by those representing pet food and pet care in Italy. The surveys were conducted between January and February 2009 and involved vets (200), pet shops (150), garden centres with a pet department (82) and 32 pet care companies involved in the production and distribution of pet care accessories and products. The 2009 report was produced in collaboration with IRI, ANMVI and Zoomark International.
The market
Updated market data available as of the end of 2008, especially with regard to the main segment of dog and cat food, confirm that growth in terms of value is positive once again and is moving in the opposite direction to prevailing trends in the ongoing crisis facing Italy and the global economy. With € 1 232 mio in the mass market channel and in independent pet shops, the market growth rate in terms of value was +5.6 per cent, with the mass market accounting for € 854.2 mio and +4.1 per cent and pet shops accounting for € 377.8 mio and an excellent +9.3 per cent. This confirms, therefore, a greater increase in value than in volume, which increased from 444 500 tonnes in 2007 to 449  500 tonnes in 2008 (+1.1 per cent). Turnover in pet food for other animals in the mass market is also in line with the positive trend; it appears in good shape, with € 20.2 mio in sales and a good +5.7 per cent in growth, as does the accessories trade, with € 51.6 mio, up by +8.7 per cent in this distribution channel. Dry food is still the driver of this market as a whole, both for dogs (up 8.4 per cent) and cats (+7.1 per cent); the treat and snack niche is developing further, with an overall increase of +12.4 per cent.
Back to dog and cat food: the size of the market, measured over a significant number of points of sale comprising 3 738 pet shops (other than chain stores), 8 885 supermarkets, 397 hypermarkets (in addition to traditional points of sale, small self-service stores and discount stores) was € 1 232 mio at the end of 2008, with a moderate increase in volume (+2.7 per cent) compared to pet shops and slight growth in the mass market (+0.8 per cent).
These two results seem to confirm the progressive shift in focus of major brands belonging to multinationals towards higher value-added products, also in the mass market, thus driving the…