Cat food - Feline money-spinners

"The cat food segment is an increasingly important aspect of the assortment," says Jan Vos, export manager at Bosch Tiernahrung, for example. He reports above-average development internationally, and sees an expansion in varieties even for cat treats, with sales growing steadily. The cat is the focal point both nationally and internationally this year for Dr.Clauder's managing director Malte Hübers too. "Plenty of new products and a large number of cat bloggers will win consumers over this year," says the sector expert confidently. "Cat food is a very important element in our product range," comments Bozita managing director August Engel-Wolff. He views the high demand for Swedish premium products as a good springboard for bringing out other cat products and has already announced a relaunch of the dry food line in the autumn, with the focus on grain-free products.

"Special varieties are growing in significance," explains Jan Vos of Bosch Tiernahrung. Although there will always be great demand for normal Adult and Sensitive products, customers are asking increasingly for varieties such as Dental, Hair & Skin, Urinary, Indoor, Outdoor etc. "We are focusing more and more on these special types and processing a growing quantity of fresh meat," says Jan Vos in conclusion. Malte Hübers, Dr.Clauder's, sees so-called superfoods trending above all, thus minerals, trace elements and antioxidants that support the cat's well-being are sourced in especially high-value foods. A very high proportion of meat is also becoming more important and is being taken up in particular by dry and moist food lines. At Bozita, increased demand is being experienced for moist food products in the premium range. "We are therefore investing in a new line of pouches. The first products are expected to hit stores at the end of the summer," says August Wolff-Engel.

Cat food is an important sales generator for the retail trade too. Adao Teixeira, owner of the store chain Petoutlet/Petlandia in Portugal, says: "We offer the principal premium brands in our market, such as Royal Canin, Nestlé, Advance, Libra and Tropicat." He says the market for cat food has been growing steadily for years, especially in the premium segment, explaining the reasons for this: "Our customers are seeking higher quality, but are keeping an eye on the price too. We can't overdo it." The experienced retailer is observing growing demand for mono-protein wet food, natural…