Petfood Industry - December 2013 - 25

tration of private label. Once more, the retailing structure is
key to this, as modern grocery is less developed and international retailers are just starting to become more prominent.
More importantly, the number of economy brands in petfood
is much higher in such markets, with many produced by
local players. The fact that pet owners tend to shop locally
at pet shops or even in more traditional channels is also
relevant. For example, in Argentina, forrajerías (agricultural
shops)  provide the chance for consumers to buy smaller
portions, mostly loose.
Similarly in Brazil, a mere 1% is taken by private label.
Nevertheless, Brazil is the second-largest dog and cat market
by economy price platform. Local players are quite strong, as
evident with Nutriara, Total Alimentos and Mogiana, which
have several economy offerings.
Private label in Russia has a similarly limited presence.
However, the competitive landscape is quite different: Mars
leads with a 63% presence in the economy segment with the
brands Kitekat and Chappi. Overall, Russian consumers trust
well-known international brands rather than private label.
In Asia, private label levels are also very low, with Thailand
being one of the few markets with more offerings. Despite
this, the presence of various private label products has had
little impact on mainstream mid-priced cat food brands, as
Thai consumers lack confidence in the quality of private label.
However, private label brands such as Tops are positioned at a
similar price level to other mid-priced cat food brands.
FINALLY, THE LARGEST pet care market: the US. In
mid-2012, Wal-Mart Stores added a premium brand, Pure
Balance, to its portfolio of dog food. The company's previous
private label brand, Old Roy, was positioned at the economy
end of the pricing spectrum. The entry of Wal-Mart into the
premium dog food segment indicates the growing importance of price segmentation within the industry-a trend
that is now being realized by America's foremost economy
mass retailer. Nevertheless, the percentage taken by private
label is relatively small, at just 4%.  
All in all, a new paradigm seems to be looming on the
horizon and manufacturers will need to be savvy in their
strategies. Added premium and functional ingredients could
be one of the strategies but differentiation will remain key. ■

Paula Flores is the head of pet care research for Euromonitor (www.euromonitor.com).

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December 2013

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Table of Contents for the Digital Edition of Petfood Industry - December 2013

Contents
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
Petfood Industry - December 2013 - 4
Petfood Industry - December 2013 - 5
Petfood Industry - December 2013 - 6
Petfood Industry - December 2013 - 7
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