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2/2004
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With a market share of approx. 40 per cent, Masterfoods continues to be the undisputed no. 1 in Europe, although the trend in the pet food segment in the two key markets of France and Germany was anything but positive for the market leader last year. The downward economic trend and also the virtually unstoppable progress of private labels caused problems for the Mars subsidiary. As a result, extensive restructuring has taken place within the group, and the organization into regions undertaken two years ago has been scrapped in favour of giving greater responsibility to the individual countries. On 1 January 2004 Frenchman Pierre Laubies succeeded Dick Raper as the president of Masterfoods Europe (as already reported) when Raper moved within the US headquarters of Mars to McLean. The new strategy should enable the Mars subsidiary to react more flexibly than hitherto to regional requirements in the market.
While the tinned food segment at Masterfoods has tended to decline in most markets in recent years, the single serving, premium dry, snacks and treats product groups have recorded an increase in both the dog and cat food sectors. The freshness pouch segment is to be strengthened further, and Masterfoods also intends to concentrate more closely on the dry food segment, in which its subsidiary Royal Canin occupies a strong position.
Its main rival Nestlé Purina, which has its principal domain in the USA, has a market share of around 25 per cent in Europe. One of its most important markets is Southern Europe, chiefly Italy and Spain, where Nestlé Purina has a market share of over 30 per cent in each case. In Central Europe the company is much weaker. In Germany, for example, Nestlé Purina’s market share is estimated at just under 11 per cent, although it exhibits an upward trend.
The company regards the dry food segment above all as one of the vehicles for growth. At Interzoo, Nestlé Purina is relaunching its traditional dog food brand “Matzinger”, and it aims to gain further market share in the lucrative premium segment with its “Purina One” and “Pro Plan” brands. The snack segment is also continuing to develop positively. maj
Interzoo showcase: Masterfoods and Nestlé Purina are fighting for an additional share of the market.
While the tinned food segment at Masterfoods has tended to decline in most markets in recent years, the single serving, premium dry, snacks and treats product groups have recorded an increase in both the dog and cat food sectors. The freshness pouch segment is to be strengthened further, and Masterfoods also intends to concentrate more closely on the dry food segment, in which its subsidiary Royal Canin occupies a strong position.
Its main rival Nestlé Purina, which has its principal domain in the USA, has a market share of around 25 per cent in Europe. One of its most important markets is Southern Europe, chiefly Italy and Spain, where Nestlé Purina has a market share of over 30 per cent in each case. In Central Europe the company is much weaker. In Germany, for example, Nestlé Purina’s market share is estimated at just under 11 per cent, although it exhibits an upward trend.
The company regards the dry food segment above all as one of the vehicles for growth. At Interzoo, Nestlé Purina is relaunching its traditional dog food brand “Matzinger”, and it aims to gain further market share in the lucrative premium segment with its “Purina One” and “Pro Plan” brands. The snack segment is also continuing to develop positively. maj
Interzoo showcase: Masterfoods and Nestlé Purina are fighting for an additional share of the market.
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