Changing times

With 500 000 more dogs (total: 2.61 mio) and around 300 000 more cats (total: 1.8 mio) in 2022 by comparison with the previous year, players in the Portuguese pet sector can make the most of the situation. In purely statistical terms, over one in two Portuguese citizens own a pet. “Despite difficulties that have arisen due to the tough financial situation in Europe, we see that pet owners are still acutely aware of the importance of pets to their family,” says Adão Teixeira. He is the founder and proprietor of leading pet store chain Petoutlet and a veteran of the pet supplies sector.

Four major pet store chains are currently vying for the custom of consumers: Petoutlet, ZU, Kiwoko and TiendAnimal operate 141 stores between them. Kiwoko and TiendAnimal belong to the Iskaypet Group and only entered the Portuguese market a few years ago after extending their presence across neighbouring Spain. The number of branches they operate in Portugal was boosted most recently above all by the acquisition of the 30 outlets of Portuguese chain Ornimundo in March 2022. All of these have now been rebadged as Kiwoko and TiendAnimal stores.

Petoutlet is the biggest pet supplies retailer in Portugal, based close to Porto. Established by Adão Teixeira, the company currently has 50 stores with a total retail area of 13 400 m². Three of these are on the island of Madeira in the Atlantic. It has a 1 400 m² distribution warehouse in northern Portugal, from where exclusive private labels and imported brands are supplied to branches.

“Since the pet sector is extremely attractive on account of above-average growth rates in recent years, the offering has also increased. Existing companies have expanded, while new companies have also sprung up,” says Teixeira. He believes that the current economic crisis has generated certain tensions in the market that have prompted companies to reinvent themselves: “They are seeking innovative ways to get closer to their customers with innovative products and additional services,” he reports. Teixeira emphasises that customer care and proximity are becoming increasingly important to gain the trust of the market.

Hot on the heels of Petoutlet is Portugal’s leading retail…