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Moderate growth of pet food
Pet Care in Slovakia – The overall pet care market grew moderately in 2011 in current value terms compared with the previous year. The number of dog and cat owners feeding their pets prepared food is increasing. With busy lifestyles pet owners want to feed their pets properly and quickly to spare time to care for their pet’s physical and psychological well-being. The range of pet food and pet care products on offer is becoming wider and more sophisticated. However, unlike in developed European countries, the percentage share of prepared food relative to the cat and dog population is low. Consequently, the potential for volume and value growth is promising.

Cats less common than dogs but becoming more popular
Dog food accounted for the majority of value sales in 2011. The number of dogs in Slovakia is almost four times larger than the number of cats. Cats are popular with retired single people (mostly women) and 2-person households without children. Those in the latter group have busy lifestyles and tend to work late, and consequently do not have time to walk a dog regularly.

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Multinationals dominate but domestic brands gain attention
Dog and cat food remained relatively consolidated in 2011, with the top four producers accounting for just over half of total value sales. The leading multinationals – Mars SK and Nestlé Slovensko sro – enjoyed a significant share of sales thanks to early entry, wide product portfolios and strong advertising. Successful domestic companies include Ani-pet spol sro and Akvarium Kobolka sro. The leading brands lost some share to private label products in 2011.

Multiples lead but pet shops remain popular
Pet shops represented the leading distribution channel for dog and cat food in 2011. In other pet food and pet care products, pet shops remained the most important distribution outlets as well. Pet shops are still very popular with pet owners as they employ staff that can give advice and make recommendations. Pet superstores in shopping centres (Pet Center is one of the leading chains) are becoming popular thanks to their special price offers and discounts. Second position is held by supermarkets/hypermarkets with 34% market share.

Growth expected over forecast period
The Slovakia pet care market is expected to continue to grow moderately over the forecast period. The number of pet owners will continue to rise steadily, as will demand for high quality products. In particular, pet owners living in urban areas will become more interested in premium and super-premium products. Growth over the forecast period will continue to be driven by dog and cat food.

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