Petfood Industry - April 2018 - 44
44 | www.PetfoodIndustry.com
➥IRAN PET FOOD MARKET REVEALS GROWTH OPPORTUNITIES
MARKET SHARE OF PET FOOD IN IRAN BY BRAND
Royal Canin 5%
Mackle Pet Foods
Potential growth for Iran's pet
police dogs in Iran for the past four years, and
they use Bosch Active dog food. We will also
launch the import of Schesir Dry food by Agras
Delic in 2018."
The company also sold almost 200 metric
tons of bird and rodent food from Padovan,
Valman Italy and Witte Mollen Products in 2017.
Future opportunities for the pet food market
in Iran are hard to overestimate. With a human
population of 80 million, only 0.5 percent of
citizens have pets, and only 50 percent of pet
Agras Pet Foods
owners feed their animals with commercial
FIGURE 1: Agras Pet Foods
products, according to Mirfakhrai. Nevertheless,
holds a significant lead in Iran's
Iran has a significant generation of young people
wet pet food market, with brands such
who are open to new developments, making
as Purina and Royal Canin commanding much smaller shares in a
growth opportunities for the domestic pet food
developing market. As with the wet pet food market, Iran's dry pet food
market extremely significant. In this regard, J.M.
market shows Agras Pet Foods' dominance while other international brands
Vet Group puts a lot of effort into the develophave a much smaller showing.
ment of its products' sales and distribution.
Unlike in Europe, pet food is not really being
"For the wet segment, Agras Delic with Schesir and
sold in Iran in the supermarkets. The main sales channels
Stuzzy brands is definitely the market leader in Iran," said
in Iran are pet shops, pet clinics and pet hospitals. According
Mirfakhrai. "These products have a market share of at least
to Mirfakhrai, the reason for this is that the concept of
65 percent of the whole wet food market (see Figure 1). If
hypermarkets is rather new for the country, as they started
you went to every single pet shop in Iran today, you would
emerging in Iran just several years ago. In this regard, most
see that there is at least one Schesir or Stuzzy display full of
importers are focused on promoting their products through
these products. Having a Schesir and Stuzzy stand is one of
the various pet clinics and hospitals.
the basic fundamentals of opening a pet shop in Iran today."
Another trend is the strong rise in demand for commerAgras Delic is so popular because it started promoting its
cial pet food in the Iranian provinces.
products in Iran back in 2011, when the country was under
"Iran is a big country, and luckily the pet market is
heavy sanctions and most international pet food manufacgrowing not only in the capital, Tehran, but also in most of
turers were averse to doing any business there.
the cities - even the small ones," said Mirfakhrai. "When
"We also import wet food from a company named Mackle
I started my business, Tehran was making 80 percent of my
Pet Foods, from Northern Ireland, under the Brandy, Cat Club
turnover, but today it is 45 percent. We also have monthly
and Naturo brands," said Mirfakhrai. "Also, starting in 2018
promotions, but of course we are planning to have more to
we are the sole distributor for Italian Monge, and we have
urge consumers towards the shift for commercial pet food.
very strong plans for these products as well in both wet and
We are also investing a lot on the lower segments of the
dry segments; the first order is already on the way.
market, where we will be able to provide our customers with
"Regarding dry pet food, we currently have the second
cheaper products but still with well-known brands.
position in Iran in this segment, with Bosch-Tiernahrung
"I am sure Iran will be the biggest market in the Middle
products under Bosch and Sanabelle brands from Germany,"
East within the next few years, and maybe in 2025 we can be
he said. "We have been the sole supplier for the anti-narcotic
very similar to the markets in Europe," said Mirfakhrai. ■