Petfood Industry - December 2013 - 22

22

www.petfoodindustry.com

Private label's new
edge in petfood

By Paula Flores

The current challenging state of the global economy has
opened the door for private label to gain market share as
consumers pay more attention than ever to their wallets

THE ACQUISITION OF Vitakraft, a company that ranks seventh
in global pet care, by Tiernahrung Deuerer, a
private label manufacturer, is expected to imprint
a new dynamism and boost competition within
the industry. Overall, the pet care market has
proved somewhat recession-proof, resisting the
strong winds of economic uncertainty in a positive
fashion. Global pet care sales are expected to reach
US$96 billion in 2013, the result of 2.5% growth on
2012 numbers. Between 2008 and 2013 sales grew
by a 2% compound annual growth rate. However,
growth might be at risk as private label gains new
ground, attracting more cash-strapped consumers.
DESPITE THE GOOD performance, recent times seem to
indicate a shift in traditional perceptions. Many consumers are
faced with challenging economic circumstances, particularly
in Western Europe, where the International Monetary Fund
has been called to intervene in many economies. The stronger
budgetary discipline dictated by the institution has resulted in
severe cuts for many consumers.
For example, annual disposable incomes per capita
declined by 26% in Greece and 16% in Ireland between
2007 and 2013. The current climate is thus a boon for
private label offerings.
A good example is Spain, where burgeoning private
label is related to the wider economic environment. As
conditions in Spain are challenging and budget cuts
are in effect, pet care is no longer exempt from financial
concern. And subsequently, from a 22% share in 2008,
private label now stands at 28% in petfood. Different tier
offerings are increasingly visible, ranging from basic dry

Global pet care sales are expected to
reach US$96 billion in 2013, the result
of 2.5% growth on 2012 numbers.
Photo by Antonio Gravante | Fotolia.com

December 2013

PetfoodIndustry


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Petfood Industry - December 2013 - Cover1
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Petfood Industry - December 2013 - Contents
Petfood Industry - December 2013 - 2
Petfood Industry - December 2013 - 3
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