Petfood Industry - December 2013 - 24

From providing quality ingredients to
developing new market opportunities,
Wilbur-Ellis has become a global
resource and trusted partner in the
petfood industry.
360-892-2677 | petfood@wilburellis.com
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dog food to premium, and are available in different retailers.
The national retailer Mercadona ranks third in cat food with
a 7% value share and 11% in dog food.
Other factors beyond economic adversity also stand to
benefit private label sales. Indicative of this is the fact that
Switzerland has the highest level of private label share in
petfood globally: 35% in dog and cat food.
Other markets with a high level of private label include

Figure 1. Private label shares of the
global petfood market, by country
Switzerland has the highest level of private label share in petfood
globally, while the US, which boasts the largest pet care market in
the world, claims only 4% of that market for private label.

1%
30%

Austria

30%

Brazil
28%

Hungary

Spain
4%

35%

Switzerland

United States

Source: Euromonitor

PRIVATE LABEL

24

Hungary and Austria, with a share of over 30% in petfood.
While in Hungary much of private label's appeal is related
to the economic climate, in Austria it is attributable to a high
concentration level in retailing.  
EMERGING MARKETS, BY contrast, show much lower pene-

December 2013

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Petfood Industry - December 2013 - Cover1
Petfood Industry - December 2013 - Cover2
Petfood Industry - December 2013 - Contents
Petfood Industry - December 2013 - 2
Petfood Industry - December 2013 - 3
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