Speciality trade increases its share in the food segment

As revealed by the market research institute Centro Studi at Zoomark in Bologna, the Italian market achieved a volume of sales of just over 2 bn euro last year. Of this figure, pet food accounted for 1.128 bn euro, accessory products 442 mio euro and live animals and other pet-related services 480 mio euro. In the pet food segment, growth of 5.6 per cent was recorded compared with the previous two years, according to Centro Studi. The accessory sector grew by a much smaller amount, around 1.3 per cent.
Pet food in the individual distribution channels for 2002
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Dog food was particularly significant in terms of sales, bringing in 625 mio euro in 2002, which corresponds to a 6 per cent increase compared with the previous two years. Only the rodent food segment (up 8.4 per cent to 24 mio euro) and food for terrarium pets (up 8.1 per cent to 6 mio euro) grew more strongly. In the case of cat food (volume:  625 mio euro), comparatively modest growth of 2.8 per cent was recorded. The ornamental fish sector grew by the same amount, 2.8 per cent. Centro Studi reports growth in the bird food segment also of 2.1 per cent.
With regard to accessories, sales of products for rodents and terrarium pets increased by 10 per cent in each case, although the sales base continues to be very small compared with other types of pets. Only a slight increase in sales of dog and cat accessories was recorded, while accessory sales in the aquatics sector declined last year.
With a market share of around 73 per cent, the food retail trade in Italy is the principal distribution channel for pet food, according to a study by the market research institute Information Resources (IRI). In contrast to France or Germany, for example, most stores have small retail areas of less than 1 000 m2. In Southern Italy above all, the corner shop is still the norm; like the discount stores, the hypermarkets and larger supermarkets have difficulties with the typical buying mentality. In spite of this, their market share in the food segment increased slightly last year.
Sell-in values of pet food (in Mio €) 2002
Sell-in values of non-food products (in Mio €) 2002
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According to Centro Studi, the speciality trade includes approx. 3 000 pet shops, roughly 1 500 rural trading businesses with pet departments and around 300 garden centres. It is estimated that the number of garden centres featuring pet products in their ranges will increase considerably in the…